6. Before the Social Web: A Business Perspective Your
Customers and the World Wide Web
6
YourCompany.com
Customer Forums
Communities
More Disruption to Come?
7. But despite all the
progress through the
first part of the 20th
Century…
75 Year Difference
in Business Life
Expectancy since
1936
7
Source: Deloitte
Report: John Hagel
8. 8
The Internet:
Unlike other
technologies, the
Web became less
predictable as it was
not just in the hands
of business; opened
more opportunities to
change perspectives
anywhere it reached
8
9. 9
The Web morphed
from a static to
interactive medium
Less organized and
not structurally
“neat”
Like business is
familiar with
9
10. …and
fundamentally the
Internet became
about people
connecting with
each other…
Conversations are
conversations not
business segments
1
0
Graphic thanks to @Gapingvoid
Share with others how & why
you have great products/services
…………….and more
11. Every day we create 70x the amount of
information in the Library of Congress
12. And the Information is Not Just Text
“From the dawn of civilization until 2003, humankind
generated five exabytes of data. Now we produce five
exabytes every two days…and the pace is accelerating.”
More than 1 billion unique users
visit YouTube each month; Second
largest search engine; 72 hours of
video are uploaded to YouTube
every minute; 70% of YouTube
traffic comes from outside the
US. Facebook too: Facebook
more than 250 million photos are
uploaded every single day.
12
13. It’s not a fire hose
….More Like an
Avalanche
13
14. Six year Journey of Embedding Social to be a Better Business
August 2006
Blog outreach
expands beyond
tech Support
August 2006
Blog outreach
expands beyond
tech support
December 2006
Ratings and
reviews on
Dell.com
July 2006
Direct2Dell launched
Today Direct2Dell exists in
English, Spanish, Norwegian,
Japanese and Chinese.
February 2006
Michael Dell Asks
Why don’t we reach out and help
bloggers with tech support issues?
January 2007
StudioDell launched
Dell’s video and podcast site,
with helpful tips and tricks.
Eventually expanding this into
the YouTube channel making
sharing easier.
February 2007
IdeaStorm Launched
A voting based site allowing
customers and others to submit
ideas for Dell.
June 2007
Dell joins Twitter
Dell launches
EmployeeStorm
Internal Blogs Launched
for Employees.
October 2007
Michael 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.”
November 2007
DellShares launched
The first investor relations blog by
a public company.
January
2008
Dell aligns
organization
for success
February 2008
Twitter expanded
March 2008
Accepted Solutions
launched on Community
Dell France begins Online
Community Outreach
May 2008
Dell Outlet achieves
$0.5M in sales via Twitter
Community team active on Twitter
Small Business
blog launched
April 2008
Inside IT launched
Blog focused on business
customers, and Cloud
Computing.
June 2008
Channel blog
launched
January 2009
Dell Organizes in to
4 customer focused
business units
Spring 2009
Some Members of
Community and
Conversations
deployed within each
of the new Dell
Business units
June 2009
$2M+ Sales
via Twitter
2009
Dell TechCenter
June 2009
Global Twitter
revenues of $6.5 M
December 2009
Huffington Post Blog
March 2010
China Micro-
Blogging
2006 2007 2008 2009 2010 2011
14
Altimeter recognizes Dell with
“Open Leadership Award for
Innovation and Execution”
(Oct.)
Dell Social Media and
Community University
launched/5,000 team
members trained by
end of year
(Aug.)
Dell
launches
B2B pages
Facebook
(Jun.)
Dell named #1 most
social brand in
ranking of 100 top
brands
Social Media Listening
Command Center
15. B2C or B2B: It’s Both and all about, Business and People
Special Thanks to BlaM4C &
Marshalus & more than 4000 customers
21. There is ROI Business Value: It is measurable in many
forms, there is not 1 number …
22. Look across the entire customer lifecycle. Social Media
can be used everywhere …
• Insight: Social media
improves 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
Consideratio
n
Demand /
Lead Gen
and Sales
Support
CLV (loyalty)
23. CEOs/Business Leaders See Opportunity:
Outperformers Deliver
Source: IBM Global CEO Study: “Leading Through Connections”
23
24. Social Business is Less Sizzle and Show? The
Hard Work of Getting it Done for Better
Business Business
24
25. II The New Public Relations:
Strategically Rethinking What We Do
28. 28
Easy:
Crisis Management
to Crisis Response
Best Practice:
Social Media Fire
Drill
28
Source: Altimeter Research for
importance of Fire Drills and Policies
41. Influence, Word of Mouth: Who
Matters
There are only 4 Business Stakeholders:
1. Customers
2. Employees (and suppliers)
3. Investors
4. “Communities”
45. TO:
• Individualized Information
• Conversation, Connections,
Stories
• People and Relationships to
connect and build
• Rapid Response/Agility
• Real Time
• Facts and Feelings
• Powerful Networks
• Communities
• Listen and Collaborate
• Leadership and Bottoms Up
too
• Empowered Employees and
subject matter experts
FROM:
• Mass Media
• Control and Push Messaging
• Institutions to distribute and
connect
• Issue Management
• Deadlines
• Just the Facts
• Powerful Media
• Target Audiences
• Announce/All answers
• Top Down
• Corporate Spokesperson
4
5
Social Organizations and Business Think Different
If you take this graphic and multiply it numerous times and then add some matrixed and cross functional capabilities, you likely have something approximating your business organization.Of course, this is understandable and has its basis in the 1700s when Adam Smith noted in the “wealth of nations” that Business and Technology aim to produce more efficient organization of work through specialization of labor….moving forward to theories of Business Managementabout the best process of Getting people together to accomplish desired goals & objectives using available resources efficiently and effectively.Our org structures ensure we don’t trip over each other; they help keep us aligned; make sure that customer contact points are limited to those that should be and have special skills for contacting customers or solving their problems. We can invest resources in the real and trained product developers and the list goes on….But, lets contrast the rational and organizational benefits and constraints of this with….
The shape of the online universe. This image shows the hierarchical structure of the Internet, based on the connections between individual nodes (such as service providers). Three distinct regions are apparent: an inner core of highly connected nodes, an outer periphery of isolated networks, and a mantle-like mass of peer-connected nodes. The bigger the node, the more connections it has. Those nodes that are closest to the center are connected to more well-connected nodes than are those on the periphery. The core: At the center of the Internet are about 80 core nodes through which most traffic flows. Remove the core, and 70 percent of the other nodes are still able to function through peer-to-peer connections.
http://datamining.typepad.com/gallery/blog-map-gallery.htmlThis graph is essentially the same as the above with the nodes added. The size of the nodes represents the number of inlinks to the blog. The colours represent the URL - blogs hosted at the same domain have the same colour.27/6/2006, reciprocal links, partition=1, min weight=1
August 2006Blog Outreach Expands Beyond Tech SupportEngagement with anyone who commented about the company. Business model and other issues considered.August 2006Blog Outreach Expands Beyond Tech SupportEngagement with anyone who commented about the company. Business model and other issues considered.June 2007Dell joins TwitterWhy don’t we reach out and help bloggers with tech support issues?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.May 2008Dell Outlet Achieves $0.5M in Sales via TwitterCommunity team active on TwitterJune 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%December 2009Huffington Post BlogDell’s VP of Social Media and Community, Manish Mehta, begins blogging at Huffington PostJune 2009Global Twitter Revenues of $6.5 M Community across the social web =3.5 million direct customer connections
But if we see this as unmanageable or hugely challenging…most of our CEOs see all of this as a tremendous way to make their business more successful.IBMs global CEO study noted that..
People and Relationships are connecting and building Powerful Networks. We are moving from “mass communications” to individual connections and personalized information – perhaps at scaleData, information that used to be private in our legacy CRM and data bases has become very public ….an individual event such as a adverse drug reaction, a flaming battery or a faulty map…once resolved quietly over the phone or with a patch…can now take off across the Web, without the help of the New York Time or Wall Street Journal.The massive scale of all this data is overwhelming, it moves 24x7 and has created an avalanche of information. That is relatively unstructured and pays no attention to your business structureAnd so when we try for Rapid Response and in real time we either face organization churn and rigidity or Agility….and beside, we really cant predict what might “go viral”….on the weekend or during business hours. However, we know that others will be informed and have their opinions made up about our business by hundreds of others online…and they all approach all of this from a human perspective…not our traditional rational and factual news releases and company talking points.
Einstein once said: “The intuitive mind is a sacred gift and the rational mind is a faithful servant. We have created a society that honors the servant and has forgotten the gift.”
More places for your story“news” blogs alagigaom, tech crucnch, business insider akin to traditional mediaIndividuual bloggers…Image thanks to:http://www.blogrunner.com/snapshot/t/reference/timestopics/subjects/n/newspapers