Building a Social Business: Opportunities and Challenges

for Communicators

2 2

Business and Technology:

Aims for efficient organization of work through

specialization of labor

1776, Adam Smith, Wealth of Nations

3

Business Management

Your boss

Boss Assistant

Colleague 1 Colleague 2 Colleague 3

Efficient, Effective, Structured, Aligned, Processes, Customer Touch Points, Silos

4

Successful Business Has Always Been About Delivering Value to Customers

Business Value

Customer Value

5

Communications & Marketing

Mass media in all forms

Pushing “news” & Recognition

Loud and Everywhere

Before the Social Web: A Business Perspective Your Customers and the World Wide Web

6

YourCompany.comCustomer ForumsCommunities

More Disruption to Come?

7

But despite all the progress through the first part of

the 20th Century…

75 Year Difference

in Business Life Expectancy since

1936

Source: Deloitte Report: John Hagel

8

The Internet:

Unlike other technologies, the Web became less predictable as it

was not just in the hands of business;

opened more opportunities to

change perspectives

anywhere it reached

8

9

The Web morphed from a static to

interactive medium

Less organized and not

structurally “neat”

Like business is familiar with

9

…and fundamentally the Internet became

about people connecting with

each other…

Conversations are conversations not business segments

10

Graphic thanks to @Gapingvoid

Love your product/service

Need help using it

Helping someone else

with your product

Where and how to find you

Share an idea with you

Share with others how & why you have great products/services

…………….and more

Every day we create 70x the amount of information in the

Library of Congress

And the Information is Not Just Text

“From the dawn of civilization until 2003, humankind generated five exabytes of data. Now we produce

five exabytes every two days…and the pace is accelerating.”

More than 1 billion unique users visit YouTube each month; Second largest search engine; 72 hours of video are uploaded to YouTube every minute; 70% of YouTube traffic comes from outside the US. Facebook too: Facebook more than 250 million photos are uploaded every single day. 12

It’s not a fire hose

….More Like an Avalanche

13

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Six year Journey of Embedding Social to be a Better Business

August 2006Blog outreach expands beyond tech Support

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

B2C or B2B: It’s Both and all about, Business and People

Special Thanks to BlaM4C & Marshalus & more than 4000 customers

16

Listen, Learn, Engage & Act

2006: 4000 posts per day

2012: 25,000 post per day

17

Recognizing & Aligning a Powerful Ecosystem

Confidential

Dell.com

External Communities Our Communities

Team Members

18

Back to any business’ roots: customer connected employees are your company’s rock stars

18

19

Empowering Employees: Policy and Training

Principles

Policy

Governance

Training & tools

20

Best Practices and

Coherence:

Different Sites for Different Engagement and Results

20

There is ROI Business Value: It is measurable in many forms, there is not 1 number …

Look across the entire customer lifecycle. Social Media can be used everywhere …

• Insight: Social media improves reach and share of voice

Insight: Social Media provides high Business Value and contributes to demand gen vehicle

• Insight: SM keeps customers engaged, provides solutions and improves loyalty.

• Insight: Social media based support improves sentiment and correlates with higher revenue

Insight: Established causality between social media activity and purchase

Awareness

Research and

Consideration

Demand / Lead Gen and Sales

Support

CLV (loyalty)

CEOs/Business Leaders See Opportunity: Outperformers Deliver

Source: IBM Global CEO Study: “Leading Through Connections”

23

Social Business is Less Sizzle and Show? The Hard Work of Getting it Done for Better

Business Business

24

II The New Public Relations: Strategically Rethinking What We Do

Implicationschallenges & opportunities

Rational +

Emotive

Others are

informed and

perceive

Public

Customer Connection, Loyalty,Business

Value

What’s Importan

t Predictabl

e

No Structur

e

Scale, 24x7, Speed

Business Org + churn

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27

Easy:

Communication Counselor Beyond

Management to

Connected and Empowered Employees

Not so easy: anytime and

always on

27

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Easy:

Crisis Management

to Crisis Response

Best Practice: Social Media Fire

Drill

28

Source: Altimeter Research for importance of Fire Drills and Policies

29

Easy:

Visual Counts

30

Easy:

Content Syndication to the Right

Places

30

Disruption of Public Relations and PR StrategiesBeyond the Tactical Adjustments

32

Traditional media itself is being

disrupted

Listening as a Starting Point

33

34 34

The Social Business

Communicator

Connecting Directly – Beyond

Relying on Traditional Media

35

The number of places to tell

your story multiplied…

But attention span declined

and

You are the “the avalanche”

36

Closer Integration of Paid, Owned

and Earned to stand out

Differentiate or Be

Commoditized

37

Differentiation Impact of

Content Filters(which are

really people)

before the traditional marketing

funnel

37

Connections Community

AwarenessConsideration

ConversionLoyalty

Advocacy

38

The underestimated

and under-utilized

tools

Aggregating and Curating

Content as a Trusted Source

versus singular focus of “Content Marketing”

and Brand as Publishers

For Communicators: The Future?

40 40

From News & Events

to Storytelling

with Meaning

Influence, Word of Mouth: Who Matters

There are only 4 Business Stakeholders:

1. Customers2. Employees (and suppliers)

3. Investors4. “Communities”

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Finding your connections; Telling stories that matter

you have to work harder and different

43 43

The Web is an Interactive MediumBeyond Publication and “Telling” to Sparking: sharing and

connecting

Measurement

Parachutes, helicopters, bicycles, hydraulics, flight, precise time measurement, wind energy

Social media and connecting with people. • Measuring relationships and

connectivity

TO:• Individualized Information• Conversation, Connections, Stories• 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• Empowered Employees and

subject matter experts

FROM:• Mass Media• Control and Push Messaging• Institutions to distribute and

connect• Issue Management• Deadlines• Just the Facts• Powerful Media• Target Audiences• Announce/All answers• Top Down• Corporate Spokesperson

45

Social Organizations and Business Think Different

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