A Look At Social Business....And the Miles to Go Before We Sleep….

Richard Binhammer, Director, Social Media & Community December 9, 2011, LeWeb, Paris, France

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Before that Journey…

Fierce, Right?!

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Business and Technology

Rethink Relationships

Key enablers and strategies

Go for a drive

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River Boat Business?

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Radio Business?

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Phone Business?

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Business Management:

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

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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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Technology is changing business again…social web is at forefront

Global MarketingSource: Mary Meeker, 2010 Internet Trends

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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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The One We Are Talking About:

• the term 'social business' reflects that social media is not just a marketing discipline, but that it has multiple touch-points in an organisation such as customer service, sales, human resource management and R&D. (Wikipedia)

• Social business is where social media has broken down silos and barriers that enable employees to have a genuinely more open and collaborative relationship with the outside world.

• Social Business: “The application of social principles - transparency, open information access, collaboration, participation, crowdsourcing, engagement - and social computing technologies across all functions of business, including training, operations, product development, strategy and decision management. ” (Quora)

• Wikipedia:

• Business with a social objective, which is to help people get out of poverty

Professor Muhammad Yunus

So What Is a Social Business

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This Is What Business Has Always Been About…Social brings new dynamics to continuing to grow the intersection

BusinessValue

Customer Value

Making Business Better

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If Markets are Conversations…

• “Networked markets are beginning to self-organize faster than the companies that have traditionally served them.

• Thanks to the web, markets are becoming better informed, smarter, and more demanding of qualities missing from most business organizations. Markets are conversations.

• Markets consist of human beings, not demographic sectors. Conversations among human beings sound human. They are conducted in a human voice, Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived.”

14 Source: Cluetrain Manifesto

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…..But (Social Media) Conversations are Not Just Marketing• In both internetworked markets and among intranetworked

employees, people are speaking to each other in a powerful new way.

• These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge.

• As a result, markets are getting smarter, more informed, more organized. (not siloed or segmented the way we normally think)

• Participation in a networked market changes people fundamentally.

15 • Source: Cluetrain Manifesto

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Authority Exchange

Community

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Five years of experiments and experience

April 2006Tech support outreach to blogs

August 2006Blog outreach expands beyond tech support

December 2006Ratings and reviews on Dell.com

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.

February 2007IdeaStorm LaunchedA voting based site allowing customers and others to submit ideas for Dell.

June 2007Dell joins Twitter

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 expanded

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

January 2009Dell Organizes in to4 customer focused business units

Spring 2009Some Members of Community and Conversations deployed within each of the new Dell Business units

June 2009$2M+ Salesvia Twitter

2009Dell TechCenter

June 2009Global Twitter revenues of $6.5 M

December 2009Huffington Post Blog

March 2010China Micro-Blogging

2006 2007 2008 2009 2010 2011

Altimeter recognizes Dell with “Open Leadership Award for Innovation and

Execution”(Oct.)

Dell Social Media and Community University launched/5,000 teammembers trained byend of year(Aug.)

DelllaunchesB2B pagesFacebook(Jun.)

Dell named #1 most social brand in ranking of 100 top brands

Social Media Listening

Command Center

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Listen, Learn, Engage & ActScaling

5 years: 4000 posts per day to 25,000 post per day18

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Love your product/service

Need help using it

Helping someone else

with your product

Conversations are

conversationsnot

Business segments

Where to find youShare an idea with you

Share with others how & why you have great products/services

…………….and more

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A Tool to be Leveraged Across the Fabric of a Company: different functions, uses and values

Product Development

• Feedback Loop• Early Warning• New Product

Ideation

Marketing

• Demand Forecast• Lead Generation• Message Reach

Online Presence

• Ratings & Reviews• Communities• Customer Stories

Sales• Leads• Collaboration• Thought

Leadership• Blogs

Customer Service

• Listening• Support Widgets• Outreach

Communication

• Rich Media• Brand Reputation• Influence• Reputation

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Different Sites for Different Engagement and Results

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Ideastorm

Connecting with Customers and Ideas…..theirs!

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Meanwhile …

Back at the Office….whose

Job is it anyway?

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Governance

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Customer Connected Employees are your company’s rock stars25

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Empowering Employees: Social Media & Community

University

Principles

Policy

Governance

Training & tools

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Internal Social Networks

• Dell is using Chatter to increase cross-departmental team collaboration

• Over 90,000 Dell employees quickly and easily collaborate around documents and information like sales opportunities, team projects and campaigns

• Fosters relationships• A hybrid of Twitter, Facebook,

Sina, Ren-Ren, Orkut

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Yes Virginia, there is ROI Business Value: It is measurable in many forms, there is not 1 number …

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ROI?

Business Value across the full customer lifecycle

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AWARENESS

RESEARCH AND

CONSIDERATION

DEMAND AND LEAD GEN/SALES

CUSTOMER SERVICE/SUPPORT

LOYALTY AND

ADVOCACY

Social media improves Dell’s reach and share of voice

Social Media provides high business value and contributes to demand gen vehicle

Social media keeps customers engaged, provides solutions and improves loyalty

Social media based support improves sentiment and correlates with higher revenue

Established causality between social media activity and purchase

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Challenges Opportunities and Barriers

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Starting Down a New Road, in a Vehicle, yet to be proven

Even today, the Infrastructure is evolving

Experiment and Fail Fast…LEARN

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• Individualized Information• Conversation, Collaborate,

Connect• 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

• Mass Media• Control and Push Messaged• Institutions to distribute and

connect• Issue Management• Deadlines• Just the Facts• Powerful Media• Target Audiences• Announce/All answers• Top Down

Fundamental Changes to Organizations and Operations

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Improve Data Quality

Usability & Application

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From Incident to Aggregation and Meaning

> Business Application

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Are Businesses Less Machine and more Networked Organism?

Human Organizations Wholistic & networked

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Sizzle? or The Hard Work of Getting it Done for Better Business

04/11/2023

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Connected and Lit Up

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you gonna miss the old car?

Thank You