A Look At Social Business
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Transcript of A Look At Social Business
A Look At Social Business....And the Miles to Go Before We Sleep….
Richard Binhammer, Director, Social Media & Community December 9, 2011, LeWeb, Paris, France
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Before that Journey…
Fierce, Right?!
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Business and Technology
Rethink Relationships
Key enablers and strategies
Go for a drive
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River Boat Business?
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Radio Business?
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Phone Business?
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Business Management:
Getting people together to accomplish desired goals & objectives using available resources efficiently and effectively.
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Business and Technology:
aims for efficient organization of work through specialization of labor
1776, Adam Smith, Wealth of Nations
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Technology is changing business again…social web is at forefront
Global MarketingSource: Mary Meeker, 2010 Internet Trends
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Internet:
Unlike other technologies, the Web was unpredictable; opened more opportunities to change perspectives anywhere it reached
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The One We Are Talking About:
• the term 'social business' reflects that social media is not just a marketing discipline, but that it has multiple touch-points in an organisation such as customer service, sales, human resource management and R&D. (Wikipedia)
• Social business is where social media has broken down silos and barriers that enable employees to have a genuinely more open and collaborative relationship with the outside world.
• Social Business: “The application of social principles - transparency, open information access, collaboration, participation, crowdsourcing, engagement - and social computing technologies across all functions of business, including training, operations, product development, strategy and decision management. ” (Quora)
• Wikipedia:
• Business with a social objective, which is to help people get out of poverty
Professor Muhammad Yunus
So What Is a Social Business
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This Is What Business Has Always Been About…Social brings new dynamics to continuing to grow the intersection
BusinessValue
Customer Value
Making Business Better
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If Markets are Conversations…
• “Networked markets are beginning to self-organize faster than the companies that have traditionally served them.
• Thanks to the web, markets are becoming better informed, smarter, and more demanding of qualities missing from most business organizations. Markets are conversations.
• Markets consist of human beings, not demographic sectors. Conversations among human beings sound human. They are conducted in a human voice, Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived.”
14 Source: Cluetrain Manifesto
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…..But (Social Media) Conversations are Not Just Marketing• In both internetworked markets and among intranetworked
employees, people are speaking to each other in a powerful new way.
• These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge.
• As a result, markets are getting smarter, more informed, more organized. (not siloed or segmented the way we normally think)
• Participation in a networked market changes people fundamentally.
15 • Source: Cluetrain Manifesto
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Authority Exchange
Community
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Five years of experiments and experience
April 2006Tech support outreach to blogs
August 2006Blog outreach expands beyond tech support
December 2006Ratings and reviews on Dell.com
July 2006Direct2Dell launchedToday Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese.
February 2006Michael Dell AsksWhy don’t we reach out and help bloggers with tech support issues?
January 2007StudioDell launchedDell’s video and podcast site, with helpful tips and tricks. Eventually expanding this into the YouTube channel making sharing easier.
February 2007IdeaStorm LaunchedA voting based site allowing customers and others to submit ideas for Dell.
June 2007Dell joins Twitter
Dell launchesEmployeeStormInternal Blogs Launched for Employees.
October 2007Michael Dell quote in Business WeekJeff Jarvis story quote, “These conversations are going to occur whether you like it or not. Do you want to be part of that or not? My argument is you absolutely do. You can learn from them. You can improve your reaction time. And you can be a better company by listening and being involved in that conversation.”
November 2007DellShares launchedThe first investor relations blog by a public company.
January 2008Dell aligns organization
for success
February 2008Twitter expanded
March 2008Accepted Solutions launched on Community Dell France begins Online Community Outreach
May 2008Dell Outlet achieves $0.5M in sales via TwitterCommunity team active on Twitter
Small Business blog launched
April 2008Inside IT launchedBlog focused on business customers, and Cloud Computing.
June 2008Channel blog launched
January 2009Dell Organizes in to4 customer focused business units
Spring 2009Some Members of Community and Conversations deployed within each of the new Dell Business units
June 2009$2M+ Salesvia Twitter
2009Dell TechCenter
June 2009Global Twitter revenues of $6.5 M
December 2009Huffington Post Blog
March 2010China Micro-Blogging
2006 2007 2008 2009 2010 2011
Altimeter recognizes Dell with “Open Leadership Award for Innovation and
Execution”(Oct.)
Dell Social Media and Community University launched/5,000 teammembers trained byend of year(Aug.)
DelllaunchesB2B pagesFacebook(Jun.)
Dell named #1 most social brand in ranking of 100 top brands
Social Media Listening
Command Center
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Listen, Learn, Engage & ActScaling
5 years: 4000 posts per day to 25,000 post per day18
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Love your product/service
Need help using it
Helping someone else
with your product
Conversations are
conversationsnot
Business segments
Where to find youShare an idea with you
Share with others how & why you have great products/services
…………….and more
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A Tool to be Leveraged Across the Fabric of a Company: different functions, uses and values
Product Development
• Feedback Loop• Early Warning• New Product
Ideation
Marketing
• Demand Forecast• Lead Generation• Message Reach
Online Presence
• Ratings & Reviews• Communities• Customer Stories
Sales• Leads• Collaboration• Thought
Leadership• Blogs
Customer Service
• Listening• Support Widgets• Outreach
Communication
• Rich Media• Brand Reputation• Influence• Reputation
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Different Sites for Different Engagement and Results
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Ideastorm
Connecting with Customers and Ideas…..theirs!
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Meanwhile …
Back at the Office….whose
Job is it anyway?
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Governance
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Customer Connected Employees are your company’s rock stars25
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Empowering Employees: Social Media & Community
University
Principles
Policy
Governance
Training & tools
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Internal Social Networks
• Dell is using Chatter to increase cross-departmental team collaboration
• Over 90,000 Dell employees quickly and easily collaborate around documents and information like sales opportunities, team projects and campaigns
• Fosters relationships• A hybrid of Twitter, Facebook,
Sina, Ren-Ren, Orkut
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Yes Virginia, there is ROI Business Value: It is measurable in many forms, there is not 1 number …
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ROI?
Business Value across the full customer lifecycle
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AWARENESS
RESEARCH AND
CONSIDERATION
DEMAND AND LEAD GEN/SALES
CUSTOMER SERVICE/SUPPORT
LOYALTY AND
ADVOCACY
Social media improves Dell’s reach and share of voice
Social Media provides high business value and contributes to demand gen vehicle
Social media keeps customers engaged, provides solutions and improves loyalty
Social media based support improves sentiment and correlates with higher revenue
Established causality between social media activity and purchase
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Challenges Opportunities and Barriers
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Starting Down a New Road, in a Vehicle, yet to be proven
Even today, the Infrastructure is evolving
Experiment and Fail Fast…LEARN
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• Individualized Information• Conversation, Collaborate,
Connect• People and Relationships to
connect and build• Rapid Response/Agility• Real Time• Facts and Feelings• Powerful Networks• Communities• Listen and Collaborate• Leadership and Bottoms Up too
• Mass Media• Control and Push Messaged• Institutions to distribute and
connect• Issue Management• Deadlines• Just the Facts• Powerful Media• Target Audiences• Announce/All answers• Top Down
Fundamental Changes to Organizations and Operations
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Improve Data Quality
Usability & Application
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From Incident to Aggregation and Meaning
> Business Application
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Are Businesses Less Machine and more Networked Organism?
Human Organizations Wholistic & networked
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Sizzle? or The Hard Work of Getting it Done for Better Business
04/10/2023
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Connected and Lit Up
37 Confidential
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you gonna miss the old car?
Thank You