Bill Johnston's presentation at the eMarketing Summit 2011: From Campaigns to Community.

1. From Campaigns to
Community: Building Sustained
Community Engagement
Bill Johnston - @BillJohnston
Director of Global Online Community

2. Trade was
initially tied to
dialogue, commu
nity and
relationships.
2 Online Community Strategy & Planning Global Marketing

3. The Industrial
Revolution
ushered in the
age of “mass”
3 Online Community Strategy & Planning Global Marketing

4. the age of mass:
production
markets
communication
4 Online Community Strategy & Planning Global Marketing

5. Any color. As
long as its black.
5 Online Community Strategy & Planning Global Marketing

6. But as the
wedge
grew, things
got…
well, weird.
6 Online Community Strategy & Planning Global Marketing

7. “Mass” begat
“same” and
“consumer”
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8. Image courtesy of
8 Online Community Strategy & Planning Global Marketing
http://www.flickr.com/photos/michaelholden

9. Dec 2000: 360 Million
June 2010: 2 Billion
444% growth!
~1/3 global population
online
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10. Social Media
describes a large
spectrum of tools and
activities
Online Community is
a discrete portion of
that spectrum
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11. Participation in social media at critical mass
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12. Dell’s Social
Journey
Online Community Strategy &
12 Global Marketing
Planning

13. Five years of experiments and experience
Global Marketing

14. Social Media can be useful everywhere across the
entire customer lifecycle.
• Insight: Social media improves
Dell’s reach and share of voice
• Insight: SM keeps customers
engaged, provides solutions
and improves loyalty.
Dell.com
• Insight: Established causality
• Insight: Social media based Our External between social media activity
Communities Communities
support improves sentiment and purchase
and correlates with higher
revenue
• Insight: Social Media provides
high Business Value and
contributes to demand gen
vehicle
Global Marketing

15. Listen.
Engage.
Act.
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16. Building the
Internal
Community
Your Employees
= Your Social
Rock Stars
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17. Articulate External
Communities External
Community
External
Community
a Vision:
Vibrant Customer
Communities Customer
communities
External Communities External
Community Community
inside & out Promoters &
Promoter & VIP VIPs
Communities
-Internal
Communities of Internal
Experts drive
community
Practice Communities of Dell
Community engagement.
Practice of Practice
-Exclusive Promoter
& VIP Communities Community Management & Moderation
Community
-Segment-based Platform & Community Platform
Customer Operations
Communities
-Priority “Outpost” Insights, Measure SCRM & Social
Communities ment & Social e-commerce Analytics & Insight
Profile
Data
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Global Marketing

18. Social Media &
Community University
Principles
Policy
Governance
Training, Certification &
Tools
Global Marketing

19. SMaC Talk
Unconferences:
Social Media Live!
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20. Listening: a critical first step.
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3/21/

21. The Social
Radio:
Inform and Drive
Every Part of the
Business - for All
Employees
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22. Planning for
Community
Engagement
It’s about pragmatic
approaches.
Smart business
fundamentals never
change.
Global Marketing

23. Blogs
Independent
Communities
Mass Social
Independent Media
Blogs
(Facebook,
Blogs
You Tube,
Discussion
Groups
LinkedIn…)
Community
“Portal”
Local User
Groups
Corporate
Local User
Site Groups
Idea
Generation
Local User
Groups
Online Community Building
Global Marketing

24. Example: 3 types of engagement
Support Affinity Ideas
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25. Discuss Goals
2. Articulate • Intention
your business • Value
goals • Risks
• Staffing / Overhead
• Leadership / Culture change
Process
• Stakeholder Interviews
• Working Sessions
• Synthesis
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26. Research
3. Customer • Surveys
Needs: Research &
• Interviews
Listen
• Online discussions
Member Needs
• Expectations of you (the
host)
• Role & Facilitation
• Content & Features
• On domain or ecosystem
• Member types
• Desired culture
• Activities & contributions
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27. 4. Prioritize based
on opportunity
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28. Social Ecosystem
Social Ecosystem Research Outputs
• Discovery, either via your listening • Influencers
platform, or
• Existing communities
• Online tools like Google Blog
Search, Twitter, Delicious ,etc • Key blogs
• Looking for: • Active groups
– Company and product brands
– Issues & topics
– Execs & Employees
– Existing user & affinity groups
• http://bit.ly/ocb2beco
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29. 5. Community
Engagement is
Oxygen
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30. Engagement
Engagement Tactics
• Content, Content, Content
(did I mention content?)
• Engagement Calendar
• Active Community
Management
• Regular Communication
• Acknowledge Contributions
• Feature Members
• Incentives
• Reputation
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31. ROI = A Mosaic of Value
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32. Considering ROI
• Value has to be expressed in Value can be:
the context of your • Direct Sales
organization.
• Indirect (Relationship) Sales Support
• Value will be multi- • Cost Reduction
dimensional.
• Influence on Purchase
• There in no single silver • Increased Attention by Customers / Prospects
bullet number. ( & no • Increased Loyalty
shortcuts)
• Increased Presence
• Content Creation
• Customer / Market Insight
• Impacts to CSR / Sustainability Initiatives
• Cost of NOT Participating
Global Marketing

33. Social Media ROI:
Popular assertions/beliefs vs. Dell findings to date:
Popular notions about Social Our Findings
Media
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 Impacts every part of the marketing funnel.
brand awareness, not effective at acquisition 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 Run-the-business metrics can be applied on
business metric – is more like PR – can “assist”, Social Media and integrated into business
but cannot be tied to revenue operations. Has been tied to Consideration and
Revenue
Facebook is not as effective as email in driving Facebook pages are effective for doing
retention / repeat visits business
Global Marketing

34. A new era of business
is dawning, powered
by the social web.
Participation in the
social web is at critical
mass.
With planning, your
“network of
relationships” can be
one of your most
valuable business
assets.
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35. Thank You!
Recommended Resources Contact Info
• “The Power of Pull” – Hagel • Bill_Johnston@Dell.com
& Brown • @BillJohnston
• “Connected” – Christakis & • http://www.BillJohnston.net
Fowler
• “Web Reputation Systems” –
Farmer, Glass
• “Spend Shift” – Gerzema
• #TheCR, #octribe, #cmtych
at tags
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36. END
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