paving the way to social business
Post on 21-Oct-2014
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DESCRIPTION
Dell Director of Community, Bill Johnston's keynote presentation on developing social business.TRANSCRIPT
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Paving the way to Social Business
Bill Johnston - @BillJohnston Director of Global Online Community
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Global Marketing
The Simple Truth: Business is inherently social.
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Global Marketing
Revolution a fundamental change in power or organizational structures that takes place in a relatively short period of time
& Evolution the change over time in one or more inherited traits found in populations of organisms Organizations that can embrace the social media revolution and evolve based on social business principals will grow and thrive.
3 Online Community Strategy & Planning
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Global Marketing
Participation in social media at critical mass
4 Confidential
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Global Marketing
Online Community: Intention to foster a network of relationships around common interests, over time.
5 Confidential
Social Media: Describes a large spectrum of tools and activities.
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Global Marketing
Hosted
Communities
Support
Mastery & Use
Affinity
Ideation
External Community
External Community
External Community
External Community
Holistic Approach = Networks of Value
Extranets
Internal Networks /
Workgroups
Internal
External
Enterprise
Market
Experts
Community
Mass Social Media
Collaboration
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Global Marketing
Dell’s Social Journey
Online Community Strategy & Planning
7
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Global Marketing
Five years of experiments and experience
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Global Marketing
Social Media & Community Team (SMaC)
Goal: Embed Social Media into the fabric of the company.
• Centralized Team (Hub & Spoke)
• Range of social disciplines
• Strategic advisors
• Governance
• Operations for key infrastructure
• Training
Confidential 9
SMaC
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Global Marketing 10 Confidential
3/21/
2011
Listening: The Heart of our Social Strategy A critical first step, a social “trojan horse”, and the social radio for all.
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Global Marketing
Social Media & Community University: Employees = Social Rock Stars
Principles
Policy
Governance
Training, Certification & Tools
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Global Marketing Confidential 12
SMaC Talk Unconferences: Social Media Live!
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Global Marketing 13 Online Community Strategy & Planning
Hosted
Communities
Support
Mastery & Use
Affinity
Ideation
External Community
External Community
External Community
External Community
Advocates
Internal Networks /
Workgroups
Internal
External
Enterprise
Market
Collaboration
Community
Social Media & Community Toolset: Centralized Platform, Distributed Participation
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Global Marketing
Online Communities
Centralized platform, distributed engagement.
• Telligent Platform Features
– Forums
– Blogs
– Wikis
– Networking
• Key Programs for Community
– Listening
– Management & Moderation
– Advocacy
– Reputation Management
Confidential 14
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Global Marketing
IdeaStorm
Evolving from the “Social Suggestion Box”
• Better alignment w/ PG planning
• Idea Partner program
• Storm Sessions
– Time bound, topic-specific ideation sessions
• Storm Projects & Challenges (Future State)
– Sequential Storm Sessions planned for a design cycle
– Ex: Develop the “Sustainable Laptop”
Confidential 15
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Global Marketing
Internal Collaboration
Confidential 16
Myriad tools to support internal collaboration.
• Chatter
• EmployeeStorm
• Internal Communities w/ Telligent Enterprise
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Global Marketing
Going Global Partnership with segments Centralized governance Outreach via training & Unconferences Social Media Listening to help size the need
17 Confidential
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Global Marketing
ROI = A Mosaic of Value
18 Confidential
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Global Marketing
• Insight: Social media improves Dell’s reach and share of voice
• Insight: Social Media provides high Business Value and contributes to demand gen lift
• Insight: SM keeps customers engaged, provides solutions and improves loyalty.
• Insight: Social media based support improves sentiment and reduces operating expenses
• Insight: Established causality between social media activity and purchase
Awareness
Research and Consideration
Demand / Lead Gen and Sales
Support
CLV (loyalty) Dell.com
External Communities
Our Communities
Social Media is valuable across the entire customer lifecycle.
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Global Marketing
Social Media ROI: Popular assertions/beliefs vs. Dell findings to date:
Popular notions about Social Media
Our Findings
Works only for Consumer Impacts each of the Dell Businesses: Consumer, Public, SMB, LE and Services
Relevant only for “top of the funnel” – good for brand awareness, not effective at acquisition
Impacts every part of the marketing funnel. Being harnessed for lead gen and driving conversion
Cannot impact Brand building Social listening, support and research content establishes brand credibility. Can be measured (Social Net Advocacy)
Social Media ROI cannot be measured as a business metric – is more like PR – can “assist”, but cannot be tied to revenue
Run-the-business metrics can be applied on Social Media and integrated into business operations. Has been tied to Consideration and Revenue
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Global Marketing
Planning for Social Media & Community Engagement It’s about pragmatic approaches. Smart business fundamentals never change.
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Global Marketing
1. Secure Exec Support & Establish Governance
22 Confidential
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Global Marketing Online Community Building
Blogs
Community
“Portal”
Idea
Generation
Discussion
Groups
Corporate
Site
Mass Social
Media
(Facebook,
You Tube,
LinkedIn…)
Independent
Blogs
Blogs
Independent
Communities
Local User
Groups
Local User
Groups
Local User
Groups
2. Your Community lives in many places. Engagement changes, intention doesn’t.
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Global Marketing
3. Balance goals vs. Customer Needs
24 Confidential
Business
• Intention
• Value
• Risks
• Staffing / Overhead
• Leadership / Culture change
Customer
• Where are they currently
• Perceptions of brand
• Needs / Expectations
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Global Marketing
4. Prioritize based on opportunity
25 Online Community Strategy & Planning
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Global Marketing
5. Community Engagement is Oxygen
26 Confidential
Engagement Planning
• Content, Content, Content (did I mention content?)
• Engagement Calendar
• Active Community Management
• Regular Communication
• Acknowledge Contributions
• Feature Members
• Reputation Management
• Incentives
“Sorry it took so long for me to vote on this one. I haven't been on here much lately. This site had so much potential but Dell doesn't seem to want to support it properly. I feel bad for the mods who put a lot of effort into the site.” Cy Jervis (jervis961)
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Global Marketing 27 Online Community Strategy & Planning Image courtesy of
http://www.flickr.com/photos/michaelholden
A new era of business is dawning, powered by the social web. Participation in the social web is at critical mass. With planning, your “network of relationships” can be one of your most valuable business assets.
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Global Marketing
Thank You!
Contact Info
• @BillJohnston
• http://www.BillJohnston.net
Recommended Resources
• “The Power of Pull” – Hagel & Brown
• “Connected” – Christakis & Fowler
• “Engage” (2nd Ed.) – Brian Solis
• #TheCR, #octribe, #cmtychat tags
28 Confidential
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END
29 Confidential
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Global Marketing
Global reach magnifies the challenge & opportunity
85 Countries ~15k conversations / day
30