Using Social Media to Manage your Brand and Organization

USING SOCIAL MEDIA TO MANAGE YOUR BRAND AND ORGANIZATION Richard Binhammer, Director, Social Media and Community Marketing2Conference, Paris, March 28th, 2011

A Revisionist and Simplistic Look at Evolution of Business Organizations and Marketing…. 2

Business and Technology: aims for efficient organization of work through specialization of labor 1776, Adam Smith, Wealth of Nations 3

Business Management: Getting people together to accomplish desired goals & objectives using available resources efficiently and effectively. 4

Bureaucracy: a rational, efficient method of organization…hierarchical authority & functional specialization. 5

Marketing:Evolved from production & efficiency models used in business to a selling orientation, where marketing deals with the needs, wants and demands of customers 6

Tremendous ReachMass MarketsCustomer Segments

Marketing and Business:more efficient & productive…All for you! 8

Business Success = Dominance and Power 10

Something Happened.Can it be harnessed for brands and business organizations 11

75 Year Difference in Business Life Expectancy since 1936 12 Source: Deloitte Report: John Hagel

Were markets really always conversations? 13

Are Businesses Less Machine and more Networked Organism?Human Organizations 14

Internet: Unlike other technologies, the Web was unpredictable; opened more opportunities to change perspectives anywhere it reached 15

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

Beyond Technology:People at work and as customers 17 Cartoon from Gaping Void

The world around us is changing 18 Control is not as successful as influence companies that embrace this the fastest will win ,[object Object]

Users spending moretime across the web engaging –beyond company’s website

Customerstrust their peers more, but also trust real “experts”

Traditional methods are not scaling; Does Social Media?,[object Object]

20 Authority Exchange Community

21 Business and Markets Organizational Context Changes: From Controlled Hierarchy to Connected Networks of People Source: David Armano

22 Source: David Armano Multi Dimensional Perspective of Markets and Customers

Brands: Not Icons.Rather, Living Brands 23 “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

24 Confidential Dell’s Social Media Experience: May 2008Dell Outlet Achieves $0.5M in Sales via TwitterCommunity team active on TwitterSmall Business blog launched October 2007Michael Dell quote in Business Week Jeff 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.” December 2006Ratings and Reviews on Dell.com February 2006Michael Dell Asks Why don’t we reach out and help bloggers with tech support issues? June 2009Global Twitter Revenues of $6.5 M Community across the social web =3.5 million direct customer connections August 2006Blog Outreach Expands Beyond Tech Support Engagement with anyone who commented about the company. Business model and other issues considered. June 2009 $2M+ Sales via Twitter Dell outlet on Twitter surpasses $2 million in sales with another $1 million dollars in sales at dell.com February 2007IdeaStorm Launched A voting based site allowing customers and others to submit ideas for Dell. March 2008Accepted Solutions launched on Community Dell France begins Online Community Outreach 2006 2008 March 2010China Micro-Blogging 2009 2007 2009Dell TechCenter A Collaborative Community for Datacenter pros grows by 400% April 2008Inside IT LaunchedBlog focused on business customers, and Cloud Computing. June 2007Dell joins Twitter Why don’t we reach out and help bloggers with tech support issues?Dell LaunchesEmployeeStormInternal Blogs Launched for Employees. July 2006Direct2Dell LaunchedToday Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese. 2010 January 2008Dell Aligns Organization for Success January 2009Dell Organizes in to 4 customer focused business units January 2007StudioDell Launched Dell’s video and podcast site, with helpful tips and tricks. Eventually expanding this into the YouTube channel making sharing easier. December 2009Huffington Post Blog Dell’s VP of Social Media and Community, Manish Mehta, begins blogging at Huffington Post June 2008Channel Blog Launched March 2006Community Outreach Team Formed Team 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. 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. Spring 2009Some Members of Community and Conversations deployed within each of the new Dell Business units November 2007DellShares Launched The first investor relations blog by a public company.

Opportunity: A powerful ecosystem Dell.com Our Communities External Communities Team Members Confidential 25

Leverage social media to drive various business functions 26 Product Development ,[object Object]

New Product IdeationMarketing ,[object Object]

Message ReachOnline Presence ,[object Object]

Customer StoriesSales ,[object Object]

BlogsCustomer Service ,[object Object]

OutreachCommunication ,[object Object]

Customer Centricity:Inform and Drive Every Part of the Business, The Social Radio for All Employees 28

29 But Does It Scale? Channel versus Tools

Empowering Employees: Social Media & Community University Principles Policy Governance Training & tools

Customer Connected Employees are your company’s rock stars 31

Not campaigns, but in harmony across the fabric of a company Product Group QUALITY DEMAND Marketing Services Solutions CREDIBILITY CONVERSION Online Sales CYCLE TIME Customer Service RESOLUTION Comms PR & HR REPUTATION

Using Social Media to Manage your Brand and Organization

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