Social Media: 5 things in 10 minutes
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Evolving to a Social Organization: 5 Key Things in 10 Minutes
Bill Johnston - @BillJohnstonDirector of Global Online Community
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Global Marketing2 Confidential
Social Media describes a large spectrum of tools and activities
Online Community is a discrete portion of that spectrum
1. Lots of buzzwords, but the bottom line = relationships.
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Global Marketing3 Confidential
04/10/2023
2. Listening should be at the heart of your social strategy.
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Global Marketing
3. Define guardrails, create guideposts and “roll” with training.
Principles
Policy
Governance
Training, Certification & Tools
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Global Marketing5 Online Community Strategy & Planning
4. Prioritize engagements based on balance of your goals & customer need.
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Global Marketing6 Confidential
5. ROI = A Mosaic of Value.
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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Global Marketing7 Confidential
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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Global Marketing8 Confidential
Thank You!
Contact Info
• @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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Confidential9
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Global Marketing
Confidential10
Customer Communities
Promoters & VIPs
Dell Community of Practice
Community Management & Moderation
Community Platform
SCRM & Social Profile
Analytics & Insighte-commerce
External Communi
ty
External Communi
ty
External Communit
y
External Communi
ty
Insights, Measurement & Social Data
Community Platform & Operations
Internal Communities of Practice
Promoter & VIP Communities
Customer Communities
External Communities
Experts drive community engagement.
Articulate a Vision: Vibrant communities inside & out
-Internal Communities of Practice
- Exclusive Promoter & VIP Communities
- Segment-based Customer Communities
- Priority “Outpost” Communities