Socialize Your Organization: The Opportunity of Connected Businesses and CommunicationsPRSA, Digital Impact Conference, NYC, April 3, 2012

Richard Binhammer, Social Media & Community

Global Marketing2

This Is What Business Has Always Been About…Social brings new dynamics to continuing to grow the intersection

BusinessValue

Customer Value

Making Business Better

Global Marketing3

Organizations:

a rational, efficient method of organization…hierarchical authoritative & functional specialization.

The Boss’ Colleague or

Corporate Competitor

The Boss

Direct Report, Specialty A

Direct Report, Specialty B

Direct ReportSpecialty C

Boss Assistant

Another Equal or Corporate Competitor

Global Marketing4

Communications:

Mass media in all forms

Pushing “news” & Recognition

Loud and Everywhere

Global Marketing

Conversations are

conversations

not Business segments

5 Graphic thanks to @Gapingvoid

Love your product/service

Need help using it

Helping someone else

with your product

Where and how to find youShare an idea with you

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

…………….and more

Global Marketing

People Using the Web to Connect

6

Global Marketing7

It’s NOT a Fire Hose of Information; It IS an Avalanche

Global Marketing8

Authority Exchange

Community

Global Marketing9 Confidential

Five 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

Global Marketing

Listen, Learn, Engage & Act

5 years: 4000 posts per day to 25,000 post per day

10

Global Marketing

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

Global Marketing12

Governance

Global Marketing

Best Practices and Coherence:

Different Sites for Different Engagement and Results

13

Global Marketing

Empowering Employees: Social Media & Community

University

Principles

Policy

Governance

Training & tools

Global Marketing

Customer Connected Employees are your company’s rock stars15

Global Marketing16 Confidential 04/11/2023

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

Social Organizations and Business Think Different

Global Marketing17

The Social Business Communicator

Connecting Directly – Beyond Relying on Traditional Media

Global Marketing18

Communication Counselor Beyond Management

to Empowered Employees

Global Marketing19

From News & Events

to Storytelling with Meaning

Global Marketing20

Beyond Publication and “Telling”

to Sharing and Connecting

Global Marketing

Are Businesses Less Machine and more Networked Organism?

Human Organizations Wholistic & Networked

21

Global Marketing22

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

Global Marketing

Connected and Lit Up

23 Confidential

Thank You