Community conference 2011 - Dell, Bill Johnston

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”


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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


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


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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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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Community conference 2011 - Dell, Bill Johnston

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Transcript of Community conference 2011 - Dell, Bill Johnston