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
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