USING SOCIAL MEDIA TO MANAGE YOUR BRAND AND ORGANIZATION
Richard Binhammer, Director, Social Media and Community
Marketing2Conference, Paris, March 28th, 2011
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A Revisionist and Simplistic Look at Evolution of Business Organizations and Marketing….
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Business and Technology:
aims for efficient organization of work through specialization of labor 1776, Adam Smith, Wealth of Nations
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Business Management:
Getting people together to accomplish desired goals & objectives using available resources efficiently and effectively.
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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
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Marketing:
Evolved from production & efficiency models used in business to a selling orientation, where marketing deals with the needs, wants and demands of customers
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Tremendous Reach
Mass Markets
Customer Segments
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Marketing and Business:
more efficient & productive…
All for you!
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Creation of Iconic Brands
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Business Success =
Dominance and Power
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Something Happened.
Can it be harnessed for brands and business organizations
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75 Year Difference in Business Life Expectancy since 1936
Source: Deloitte Report: John Hagel
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Were markets really always conversations?
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Are Businesses Less Machine and more Networked Organism?
Human Organizations
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Internet:
Unlike other technologies, the Web was unpredictable; opened more opportunities to change perspectives anywhere it reached
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Interactive Web:
First time in history, technology at home has evolved faster than for business becoming so pervasive that business is catching up to consumer expectations about connectivity, ease of use and how to use
Source: Mary Meeker, 2010 Internet Trends
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Beyond Technology:
People at work and as customers
Cartoon from Gaping Void
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The world around us is changing
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• 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, but also trust real “experts”
• Traditional methods are not scaling; Does Social Media?
companies that embrace this the fastest will win
Control
is not as successful
as influence
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From Business & Marketing as Broadcasters to People Having Conversations and Connecting
“The Miracle of the Web” push and publish, Barry Diller
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Authority Exchange
Community
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Business and Markets Organizational Context Changes: From Controlled Hierarchy to Connected Networks of People
Source: David Armano
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Multi Dimensional Perspective of Markets and Customers
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Brands:
Not Icons.Rather, Living Brands
“In a competitive world, organizations are realizing that only people can brand products or services – that we are not just selling a branded product, but a mass of branded people who support and deliver.”
Helena Rubinstein, Founder and Managing Director of The
Lab
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2008
March 2006Community Outreach Team FormedTeam begins by just listening and monitoring conversations to see what’s being said. The tech support experts are hand-selected for their tech problem-solving expertise and superior interpersonal skills.
August 2006Blog Outreach Expands Beyond Tech SupportEngagement with anyone who commented about the company. Business model and other issues considered.
December 2006Ratings and Reviews on Dell.com
2007
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.
2006 February 2007IdeaStorm LaunchedA voting based site allowing customers and others to submit ideas for Dell.
June 2007Dell joins TwitterWhy don’t we reach out and help bloggers with tech support issues?
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 ExpandedStart experimenting with Twitter for business– another venue to help customers, but also thanking Dell customers. Outreach leads to some Twitters asking for help on purchases.
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
2009
2010January 2009Dell Organizes in to 4 customer focused business units
Spring 2009Some Members of Community and Conversations deployed within each of the new Dell Business units
June 2009 $2M+ Sales via TwitterDell outlet on Twitter surpasses $2 million in sales with another $1 million dollars in sales at dell.com
2009Dell TechCenterA Collaborative Community for Datacenter pros grows by 400%
June 2009Global Twitter Revenues of $6.5 M Community across the social web =3.5 million direct customer connections
December 2009Huffington Post BlogDell’s VP of Social Media and Community, Manish Mehta, begins blogging at Huffington Post
March 2010China Micro-Blogging
Dell’s Social Media Experience:
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Opportunity: A powerful ecosystem
25 Confidential
Dell.com
External Communities Our Communities
Team Members
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Leverage social media to drive various business functions
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Product Development
• Feedback Loop• Early Warning• New Product
Ideation
Marketing
• Demand Forecast• Lead Generation• Message Reach
Online Presence
• Ratings & Reviews• Communities• Customer Stories
Sales
• Collaboration• Thought
Leadership• Blogs
Customer Service
• Listening• Support Widgets• Outreach
Communication
• Rich Media• Brand Reputation• Influence• Reputation
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Listening to Be A Better Business, Across the Business
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Customer Centricity:
Inform and Drive Every Part of the Business, The Social Radio for All Employees
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But Does It Scale? Channel versus Tools
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Empowering Employees: Social Media & Community
University
Principles
Policy
Governance
Training & tools
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Customer Connected Employees are your company’s rock stars31
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Not campaigns, but in harmony across the fabric of a company
Product Group
Marketing
Services Solutions
Online
Sales
CustomerService
CommsPR & HR
QUALITY
DEMAND
CREDIBILITY
CONVERSION
CYCLE TIME
RESOLUTION
REPUTATION
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Big Change
Infrastructure Evolving
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guideposts
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Where is the ROI Business Value of Social Media
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Social Business Value
Product
Application
Connected and Scaling
Build Out
Experiment
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• 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
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Social Media Business Measurement: Popular assertions/beliefs vs Dell findings to date:
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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
Facebook is not as effective as email in driving retention / repeat visits
Facebook pages are effective for doing business
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Meanwhile
Back at the Office
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Our fabric is changing
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Before and After Social
Before Social After Social
Branded presence Personal/professional connectedness representative of the Brand
Short term relationships Long term relationships
Immediate conversion Full customer life cycle
Broadcast Marketing Conversational Marketing
Limited metrics Broad metrics across the lifecycle
One funnel Multiple funnels around the web
Companies must invest in building social capital and connect with individual’s social capital
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Outcome: sustainably connected social business
42 Confidential
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you gonna miss the old car?
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Connecting Around the Web
www.dell.comwww.dell.com/conversationswww.direct2dell.comwww.dell.com/twitterhttp://www.slideshare.net/dell_inchttp://www.youtube.com/user/DellVloghttp://www.flickr.com/photos/dellphotos/http://www.facebook.com/dell
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Photo Credits
•Slide 3: http://jamesfuller.itiws.com/Photos_and_Videos.html
•Slide 4: http://www.exportlawblog.com/archives/2559
• Slide 6: http://3.bp.blogspot.com/_fSBG-rKwGJU/SB8_CHk1XLI/AAAAAAAAAmg/yMe2IA-JyXA/s400/Shibuyaatnight1.jpg
• Slide 9: http://ezwans.blogspot.com/2009_01_01_archive.html, http://stetoscope-blog.com/2008/10/22/my-name-to-brand-a-product/ http://millennialmarketing.com/2010/01/millennials-discuss-the-iconic-brands-of-their-generation/ http://2.bp.blogspot.com/_cI9SWqZXuAE/SchIksttuGI/AAAAAAAABQE/Ai0naaAES5E/s1600-h/Pontiac1956Strato.jpg http://ford.artehouse.com/perl/options.pl?imageID=64104&productTypeID=57&ckon=imageThumb&sessionID=0a5cd21300893b816783e1984850fc8c
•Slide 10: http://farm1.static.flickr.com/254/454778325_0bf9edb41b.jpg
•Slide 12: http://www.flickr.com/photos/malloreigh/104878636/sizes/o/in/photostream/
•Slide 14: H T T P : / / C O M M U N I C A T I O N N A T I O N . B L O G S P O T. C O M / 2 0 1 1 / 0 2 / C O N N E C T E D - C O M P A N Y. H T M L
• S l i d e 1 5 : h t t p : / / w w w . t e c h n o l o g y r e v i e w . c o m / p l a y e r / 0 7 / 0 6 / 1 9 R o w e / 1 . a s p x
•Slide 20: http://www.flickr.com/photos/milivoj/2166043959/sizes/l/in/photostream/ http://www.flickr.com/photos/markb120/2992327415/sizes/l/in/photostream/ , http://clog.dailycal.org/2009/07/20/police-chief-showdown-finally-over/
•Slide 33: http://www.examiner.com/ford-in-national/ford-model-t-was-the-original-off-road-vehicle-because-it-had-to-be
• Slide 34: http://www.flickr.com/photos/calebkerr/4303990434/
•Slide 40: http://blog.designchair.co.uk/wp-content/uploads/2010/03/road.jpg
•Slide42: http://www.wide-eyed.org/images/articles/london1.jpg
Thank You