Socialize Your Organization:
The Opportunity of Connected
Businesses and Communications
PRSA, Digital Impact Conference, NYC, April 3, 2012
Richard Binhammer, Social Media & Community

This Is What Business Has Always Been About…Social brings
new dynamics to continuing to grow the intersection
Business Customer
Value Value
2
Making Business Better Global Marketing

Organizations:
The Boss’ Another Equal or
Colleague or The Boss Corporate
a rational, efficient Corporate
Competitor
Competitor
method of
organization…
Boss Assistant
hierarchical
authoritative &
functional Direct Report, Direct Report, Direct Report
specialization. Specialty A Specialty B Specialty C
3 Global Marketing

Communications:
Mass media in all
forms
Pushing “news” &
Recognition
Loud and
Everywhere
4 Global Marketing

Conversations
are
conversations
not
Business
segments Where and how to find you
Share with others how & why
you have great products/services
…………….and more
5 Global Marketing
Graphic thanks to @Gapingvoid

People Using
the Web to
Connect
6 Global Marketing

It’s NOT a Fire Hose of Information;
It IS an Avalanche
7 Global Marketing

Authority Exchange
Community
8 Global Marketing

Five year Journey of Embedding Social to be a Better Business
February 2006 December 2006 October 2007 May 2008 June 2009
Dell named #1 most
Michael Dell Asks Ratings and Michael Dell quote in Business Week Dell Outlet achieves Global Twitter social brand in
Why don’t we reach out and help reviews on Jeff Jarvis story quote, “These conversations are $0.5M in sales via Twitter revenues of $6.5 M ranking of 100 top
bloggers with tech support issues? going to occur whether you like it or not. Do you
Dell.com want to be part of that or not? My argument is you
Community team active on Twitter brands
absolutely do. You can learn from them. You can Small Business
improve your reaction time. And you can be a blog launched
August 2006 better company by listening and being involved in
Blog outreach that conversation.”
expands beyond February 2007 March 2008 March 2010
tech support Accepted Solutions China Micro-
IdeaStorm Launched January 2009 June 2009
launched on Community Blogging
A voting based site allowing Dell Organizes in to $2M+ Sales
customers and others to submit Dell France begins Online 4 customer focused
ideas for Dell. Community Outreach via Twitter Social Media Listening
business units
Command Center
2006 2007 2008 2009 2010 2011
Dell Social Media and
Community University
July 2006 launched/5,000 team
Direct2Dell launched June 2007 April 2008 2009 members trained by
end of year
Today Direct2Dell exists in Dell joins Twitter Inside IT launched Dell TechCenter
English, Spanish, Norwegian, January (Aug.)
Blog focused on business
Japanese and Chinese.
Dell launches 2008 customers, and Cloud
Dell aligns Computing. Altimeter recognizes Dell with
EmployeeStorm Spring 2009 December 2009 “Open Leadership Award for
Internal Blogs organization
Launched for for success
Some Members of Huffington Post BlogInnovation and Execution”
Community and (Oct.)
Employees.
Conversations Dell
August 2006 January 2007 deployed within each launches
Blog outreach StudioDell launched of the new Dell B2B pages
Facebook
expands beyond Dell’s video and podcast site,
February 2008 Business units
(Jun.)
tech Support with helpful tips and tricks.
Eventually expanding this into November 2007 Twitter expanded
the YouTube channel making DellShares launched
sharing easier. The first investor relations blog by
June 2008
a public company. Channel blog
9 Confidential launched Global Marketing

Listen, Learn, Engage & Act
5 years: 4000 posts per day to
10
25,000 post per day Global Marketing

A Tool to be Leveraged Across the Fabric of a
Company: different functions, uses and values
Product Development Marketing Online Presence
• Feedback Loop • Demand Forecast • Ratings & Reviews
• Early Warning • Lead Generation • Communities
• New Product • Message Reach • Customer Stories
Ideation
Sales Customer Service Communication
• Leads
• Collaboration • Listening • Rich Media
• Thought Leadership • Support Widgets • Brand Reputation
• Blogs • Outreach • Influence
• ReputationMarketing
Global

Governance
12 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 stars
15 Global Marketing

Social Organizations and Business Think Different
FROM: TO:
• Mass Media • Individualized Information
• Control and Push Messaging • Conversation, Connections, Stories
• Institutions to distribute and • People and Relationships to connect
connect and build
• Issue Management • Rapid Response/Agility
• Deadlines • Real Time
• Facts and Feelings
• Just the Facts
• Powerful Networks
• Powerful Media
• Communities
• Target Audiences • Listen and Collaborate
• Announce/All answers • Leadership and Bottoms Up too
• Top Down • Empowered Employees and subject
• Corporate Spokesperson matter experts
16 Confidential 4/3/2012 Global Marketing

The Social
Business
Communicator
Connecting
Directly – Beyond
Relying on
Traditional Media
17 Global Marketing

Communication
Counselor
Beyond
Management
to
Empowered
Employees
18 Global Marketing

From News &
Events
to
Storytelling
with Meaning
19 Global Marketing

Beyond
Publication
and “Telling”
to
Sharing and
Connecting
20 Global Marketing

Are Businesses
Less Machine
and more
Networked
Organism?
Human
Organizations
Wholistic &
Networked
21 Global Marketing

Social Business is Less Sizzle and Show? The
Hard Work of Getting it Done for Better Business
Business
22 Global Marketing

Connected and Lit Up
23 Confidential Global Marketing

Thank You