Paving the way to Social Business

Bill Johnston - @BillJohnston Director of Global Online Community

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The Simple Truth: Business is inherently social.

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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 principles will grow and thrive.

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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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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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Dell’s Social Journey

Online Community Strategy & Planning

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Five years of experiments and experience

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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

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SMaC

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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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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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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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Online Communities

Centralized platform, distributed engagement.

• Telligent Platform Features

– Forums

– Blogs

– Wikis

– Networking

• Key Programs for Community

– Listening

– Management & Moderation

– Advocacy

– Reputation Management

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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”

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Internal Collaboration

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Myriad tools to support internal collaboration.

• Chatter

• EmployeeStorm

• Internal Communities w/ Telligent Enterprise

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Going Global Partnership with segments Centralized governance Outreach via training & Unconferences Social Media Listening to help size the need

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ROI = A Mosaic of Value

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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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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 Social Media & Community Engagement It’s about pragmatic approaches. Smart business fundamentals never change.

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1. Secure Exec Support & Establish Governance

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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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3. 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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4. Prioritize based on opportunity

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5. 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)

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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Thank You!

Contact Info

• Bill_Johnston@Dell.com

• @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

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Global reach magnifies the challenge & opportunity

85 Countries ~15k conversations / day

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