Tie Social Media to Your Bottom Line

Bill Johnston - @BillJohnstonDirector of Global Online Community

Global MarketingOnline Community Strategy & Planning2

Agenda

• An ecosystem approach

• Goal-setting

• The value of social media

• Measurement

• Dell’s Findings re: ROI

• Final thoughts

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The Simple Truth:Business is inherently social.

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Community Platform

HostedCommunities

SupportMastery & Use

AffinityIdeation

External Network

External Network

Mass Social Media

Collaboration

External Network

Analytics & Insights

Listening

User Hub / Social ProfileAnalytics & InsightsData, reporting, insights and analysis of streams of social customer data.

Community PlatformPowers Dell’s forums, wikis, blogs and ideas. RMS & Member Profile.

ExtranetsSocial spaces where Dell & Customers communicate and collaborate privately.

Customer CommunitiesHosted “on domain” communities where Dell builds valuable relationships over time.

External Networks “Outpost”Priority external social networks where Dell establishes a maintained presence.

Community experience & social data tie together via social profile & social fabric.

Dell’s Social Vision:An ecosystem of value.A rich set of programs, platforms & tools to create business value, capture business intelligence and foster customer advocacy.

Extranets

Sales CAP

Rockstars

Social CRM

Community

ListeningEnables monitoring and response on the global social web.

User Hub / Social Profile Aggregation of customer social profile data.

Global MarketingOnline Community Strategy & Planning5http://bit.ly/ogstpost

OGST Explained (Visually)

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Objectives

Goals

Strategies

Realize mutual value from building

relationships with out customers

Increased user contributions to

Dell.com properties as measured by

XYZ

Increase positive

sentiment by XZ%

xyz# of members in

Social Advocacy program by end

of FY12

Improved health of on-

domain communities as

measured by CHI to XYZ

Give Advocates a seat at the Dell table to

represent the Voice of the Customer

Social Advocacy program

satisfaction of 95% based on

survey

Example OGST: Dell’s Social Advocacy Program

Establish and deepen relationships with Dell

advocates on the social Web

Demonstrate the business value of

Advocacy program

Promote and embed Social

Advocacy across Dell

Implement Social Advocacy

programs at business level

Develop Advocate

program and operational framework

Programmatically engage and activate Dell

Social Advocates

Determine Social Advocate

activities most valuable to Dell

Identify key social

touchpoints for Dell customers and prospects

Determine core metrics for Social

Advocacy program health and business

impact

Identify and aggregate data

and measurement sources

Build executive level deck

evangelizing business value of Social Advocacy

Identify opportunities for Social Advocacy programs across

Dell

Build resourcing model for

operations and sustained

engagement

Build business case and value proposition for Social Advocate

program

Build benefit stack to incent desired Social

Advocate activities

Plan Social Advocate

communications and rhythm of

business

Tactics

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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 significantly reduces operating expenses

• Insight: Established causality between social media activity and purchase

Awareness

Research and Consideration

Demand / Lead Gen and SalesSupport

CLV (loyalty)Dell.com

External Communities

Our Communities

Social Media is valuable across the entire customer lifecycle.

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Measurement

Value can be:

• Direct Sales

• Indirect (Relationship) Sales Support

• Lead Generation (lead mining)

• Cost Reduction

• Influence on Purchase

• Advocacy

• Share of Voice / Presence

• Content Creation

• Customer / Market Insights

• Impacts to CSR / Sustainability Initiatives

• Value has to be expressed in the context of your organization.

• Value will be multi-dimensional.

• There in no single silver bullet. (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

Global MarketingOnline Community Strategy & Planning10

Final Thoughts

• Invest the time in goal-setting. Fuzzy goals = incoherent strategy.

• Express value in the vocabulary of your organization.

• Think about analytics as you build, not after.

• Many Executives care about quarterly financial performance. Make them also care about sustainable value.

Global Marketing11 Confidential

Thank You!

Contact Info

• Bill_Johnston@Dell.com

• @BillJohnston

• http://www.BillJohnston.net

Recommended Resources

• “The Power of Pull” – Hagel & Brown

• “Measure What Matters” – Paine

• “Engage” (2nd Ed.) – Brian Solis

• #TheCR, #octribe, #cmtychat tags

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