Date post: | 17-Oct-2014 |
Category: |
Business |
View: | 8,785 times |
Download: | 1 times |
Global Marketing1 Confidential
Perspectives about Business: Opportunities in Social Media
Richard Binhammer, Director, Social Media and CommunityTrueMedia Social Media Workshop, August 2011
Global Marketing
Business and Technology
Rethink Relationships
Key enablers and strategies
go for a drive
Global Marketing3
A Revisionist and Simplistic Look at Evolution of Business Organizations and Marketing….
Global Marketing4
Business and Technology: aims for efficient organization of work through specialization of labor 1776, Adam Smith, Wealth of Nations
Global Marketing5
Business Management:
Getting people together to accomplish desired goals & objectives using available resources efficiently and effectively.
Global Marketing6
Bureaucracy:
a rational, efficient method of organization…hierarchical authority & 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 Marketing7
Marketing:
Evolved from production & efficiency models used in business to a selling orientation, where marketing deals with the needs, wants and demands of customers
Global Marketing
Tremendous Reach
Mass Markets
Customer Segments
Global Marketing9
Marketing and Business:
more efficient & productive…
All for you!
Global Marketing10
Creation of Iconic Brands
Global Marketing11
Business Success =
Dominance and Power
Global Marketing12
75 Year Difference in Business Life Expectancy since 1936
Source: Deloitte Report: John Hagel
Global MarketingSource: Mary Meeker, 2010 Internet Trends
Global Marketing14Source: Shanghai Web designers via Neville Hobson
Global Marketing
Global Conversations
Listen. Engage. Act
Global Marketing
A shift in who speaks for your brand
16
66%OF BRAND TOUCHPOINTS ARE NOW GENERATED BY CUSTOMERS
34%OF BLOGGERS POST OPINIONS ABOUT PRODUCTS
Global Marketing
Internet: Unlike other technologies, the Web was unpredictable; opened more opportunities to change perspectives anywhere it reached
17
Global Marketing18
Something is Happening.
Opportunities to dream? A dream for brands and business organizations
Global Marketing
Were markets really always relationships and conversations?
19
Global Marketing
If Markets are Conversations…• “Networked markets are beginning to self-
organize faster than the companies that have traditionally served them.
• Thanks to the web, markets are becoming better informed, smarter, and more demanding of qualities missing from most business organizations. Markets are conversations.
• Markets consist of human beings, not demographic sectors. Conversations among human beings sound human. They are conducted in a human voice, Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived.”
20 Source: Cluetrain Manifesto
Global Marketing
…..But (Social Media) Conversations are Not Just Marketing• In both internetworked markets and among intranetworked
employees, people are speaking to each other in a powerful new way.
• These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge.
• As a result, markets are getting smarter, more informed, more organized. (not siloed or segmented the way we normally think)
• Participation in a networked market changes people fundamentally.21 • Source: Cluetrain Manifesto
Global Marketing22Graphic thanks to @Gapingvoid
Love your product/service
Need help using it
Helping someone else
with your product
Conversations are
conversationsnot
Business segments
Where to find youShare an idea with you
Share with others how & why you have great products/services
…………….and more
Global Marketing23
Don’t Look, Listen or Touch
This is not a strategy that works.
Global Marketing
The world around us is changing
24
• Disintermediation between the customer and the expert is happening already
• Users spending more time across the web engaging – beyond company’s website
• Customers trust their peers more than anyone else
• Traditional methods are not scaling; Does Social Media?
companies that embrace this the fastest will win
Control is not as successful as influence
Global Marketing
Dell’s Social Media and Community Journey
25
First company tohit $1M a day inonline revenue
One of the first companies to launch online
support
First to sell complex
configurable items
Leader in online frictionless
commerce from order to delivery
Dell’s Direct & Online Heritage: Critical Enablers
One of the firstto launch online
discussion forums
Early adopter of social media
Global Marketing
Before the Social Web: Our Online Perspective
27
Dell.com Our Communities
Global Marketing28
Five years of experiments and experience
April 2006Tech support outreach to blogs
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 TwitterSmall 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
Recognizing & Aligning a Powerful Ecosystem
Confidential29
Dell.com
External Communities Our Communities
Team Members
Global Marketing
Think of it as a tool, not a channel
Listen, Engage, Act. It’s at the heart of all strategies…
But How to Scale?
Global Marketing31 Confidential 04/07/2023
Listening to Be A Better Business, Across the Business
From 4,000 posts/day to 26,000 posts/day
Global Marketing
June 2005 – August 2006: Several Online Issues = Offline too
32
Global Marketing
Customers in need are critical opportunities
Social Media gives them voice & you opportunities
Global Marketing
@DellCares Across the Web Generates Positive Connections
34 Confidential
The Customer: Model Supplies Sales, Followers: 60,000+Issue/Resolution: The customer tweeted in regards to an LCD issue w/her PC on 4/18 to her friends. @DellCares identified the customer was in need of assistance and responded on 4/19, The issue was resolved on 4/29. MSD tweets her a thank you on 5/25, which she responds to immediately.
Customer voices frustration…
… Dell Listens, Engages and
Resolves issue…
… delighting the Customer whose
following retweets to 150k+ users
You're very welcome! @MichaelDell Thank you for the fantastic service - and for the reminder of things still to do! x0x 7:43 PM May 25th via web
Michael Dell jumps in…@ModelSupplies Thanks for contacting @dellcares and for positive feedback too. Thrilled to hear you are a happy Dell customer! 6:14 PM May 25th via web
Model Supplies raves
Global Marketing
Surprising Sometimes!
Where your fans are…
…and what they share
Special Thanks to BlaM4C and Marshalus
& more than 4000 customers before Dell was on Flickr
Global Marketing
New opportunities
Further our Direct connections with customers
36
Link Online:Behavioral Targeting and Deal Posting
Quality Interaction: No tricks or gimmicks
Relationship Marketing:
Global Marketing
Aggregation of Web Content, Rich Media
Global Marketing
Campaigns Scale, but are capital intensive.
You can not buy fans & followers for life …
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 Marketing
Customer Connected Employees are your company’s rock stars40
Global Marketing
Internal Social Networks
• Dell is using Chatter to increase cross-departmental team collaboration
• Over 90,000 Dell employees quickly and easily collaborate around documents and information like sales opportunities, team projects and campaigns
• Fosters relationships• A hybrid of Twitter, Facebook,
Sina, Ren-Ren, Orkut
41
Global Marketing
Empowering Employees: Social Media & Community University
Principles Policy
Governance
Training & tools
Global Marketing43
EmpoweringDell Team Members
Certified: 2357
Unique Team Members Trained: 5254
Global Marketing
Meanwhile …
Back at the Office
Global Marketing
They are asking about the social web infrastructure
Global Marketing
Starting Down a New Road, in a Vehicle, yet to be proven
Even today, the Infrastructure is evolving
46
Global Marketing47
Authority ExchangeCommunity
Global Marketing
Where is the ROI Business Value of Social Media
48
Global Marketing49
• Where customers are• Do they like/love you?• What are they saying • They recommend you• Share links with friends• Rating & Reviews• Publicly complaining• Going to your website
Primary social media focus Sentiment Listen, learn and improve
business Your fans deserve
appreciation Advocates deserve attention
too Inform your products Showing you care about
customer Purchase or deeper interestIdentify your business objective
Choose the metrics that help you measure & evolve
Global Marketing50
SM B2C & B2B
Global Marketing
Yes Virginia, there is ROI Business Value: It is measurable in many forms, there is not 1 number …
Global Marketing
Look across the entire customer lifecycle. It can be used everywhere …
• Insight: Social media improves Dell’s reach and share of voice
• Insight: Social Media provides high Business Value and contributes to demand gen vehicle
• Insight: SM keeps customers engaged, provides solutions and improves loyalty.
• Insight: Social media based support improves sentiment and correlates with higher revenue
• Insight: Established causality between social media activity and purchase
Awareness
Research and
Consideration
Demand / Lead Gen and Sales
Support
CLV (loyalty)Dell.com
External Communities
Our Communities
Global Marketing
Are Businesses Less Machine and more Networked Organism?
Human Organizations
53
Global Marketing
It’s about pragmatic approaches
Smart business fundamentals never
change
Global Marketing
Connected and Lit Up
55 Confidential
Global Marketing
you gonna miss the old car?
Thank You