Tie Social Media to Your Bottom Line
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Transcript of Tie Social Media to Your Bottom Line
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
Global Marketing
The Simple Truth:Business is inherently social.
Global Marketing
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)
Global Marketing
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
Global Marketing
• 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.
Global Marketing
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)
Global Marketing
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
• @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
Confidential12
END