community conference 2011 - dell, bill johnston
Post on 21-Oct-2014
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Creating Sustainable Value Through Social Media
Bill Johnston - @BillJohnston Director of Global Online Community
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Trade was initially tied to dialogue, community and relationships.
2 Online Community Strategy & Planning
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The Industrial Revolution ushered in the age of “mass”
3 Online Community Strategy & Planning
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the age of mass: production
markets communication
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But as the gap grew, things got… well, weird.
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“Mass” begat “same” and “consumer”
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Dec 2000: 360 Million June 2010: 2 Billion 444% growth! ~1/3 global population online
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Participation in social media at critical mass
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Online Community: Intention to foster a network of relationships around common interests, over time.
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Social Media: Describes a large spectrum of tools and activities.
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Dell’s Social Journey
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Five years of experiments and experience
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• 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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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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Social Media & Community University: Employees = Social Rock Stars
Principles
Policy
Governance
Training, Certification & Tools
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SMaC Talk Unconferences: Social Media Live!
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ROI = A Mosaic of Value
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Considering ROI Value can be:
• Direct Sales
• Indirect (Relationship) Sales Support
• Cost Reduction
• Influence on Purchase
• Increased Attention by Customers / Prospects
• Increased Loyalty
• Increased Presence
• Content Creation
• Customer / Market Insight
• Impacts to CSR / Sustainability Initiatives
• Cost of NOT Participating
• Value has to be expressed in the context of your organization.
• Value will be multi-dimensional.
• There in no single silver bullet number. ( & no shortcuts)
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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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Planning for Community Engagement It’s about pragmatic approaches. Smart business fundamentals never change.
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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
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2. Balance goals vs. Customer Needs
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Business • Intention • Value • Risks • Staffing / Overhead • Leadership / Culture change
Customer • Where are they currently • Perceptions of brand • Needs / Expectations
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3. Prioritize based on opportunity
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4. Community Engagement is Oxygen
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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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Customer Communities
Promoters & VIPs
Dell Community of Practice
Community Management & Moderation
Community Platform
SCRM & Social Profile
Analytics & Insight e-commerce
External Community
External Community
External Community
External Community
Insights, Measurement & Social Data
Community Platform & Operations
Internal Communities of Practice
Promoter & VIP Communities
Customer Communities
External Communities
Experts drive community engagement.
5. Articulate the Vision. Vibrant communities inside & out -Internal Communities of Practice - Exclusive Promoter & VIP Communities - Segment-based Customer Communities - Priority “Outpost” Communities
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Looking forward: Reputation Management Advocacy Federation Social Value Measurements & Standards
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Global Marketing 26 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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Thank You!
Contact Info • [email protected]
• @BillJohnston
• http://www.BillJohnston.net
Recommended Resources
• “The Power of Pull” – Hagel & Brown
• “Connected” – Christakis & Fowler
• “Web Reputation Systems” – Farmer, Glass
• “Spend Shift” – Gerzema
• #TheCR, #octribe, #cmtychat tags
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