from campaigns to community: building sustained community engagement
DESCRIPTION
Bill Johnston's presentation at the eMarketing Summit 2011: From Campaigns to Community.TRANSCRIPT
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From Campaigns to Community: Building Sustained Community Engagement
Bill Johnston - @BillJohnstonDirector of Global Online Community
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Global Marketing2 Online Community Strategy & Planning
Trade was initially tied to dialogue, community and relationships.
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Global Marketing3 Online Community Strategy & Planning
The Industrial Revolution ushered in the age of “mass”
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Global Marketing4 Online Community Strategy & Planning
the age of mass:production
marketscommunication
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Global Marketing5 Online Community Strategy & Planning
Any color. As long as its
black.
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Global Marketing6 Online Community Strategy & Planning
But as the wedge grew, things got… well, weird.
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Global Marketing7 Online Community Strategy & Planning
“Mass” begat “same” and “consumer”
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Global Marketing8 Online Community Strategy & PlanningImage courtesy ofhttp://www.flickr.com/photos/michaelholden
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Global Marketing9 Online Community Strategy & Planning
Dec 2000: 360 Million
June 2010: 2 Billion
444% growth!
~1/3 global population online
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Global Marketing10 Confidential
Social Media describes a large spectrum of tools and activities
Online Community is a discrete portion of that spectrum
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Global Marketing11 Confidential
Participation in social media at critical mass
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Global MarketingOnline Community Strategy & Planning
12
Dell’s Social Journey
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Global Marketing
Five years of experiments and experience
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Global Marketing
Social Media can be useful everywhere across the entire customer lifecycle.
• Insight: Social media improves Dell’s 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 Consideration
Demand / Lead Gen and SalesSupport
CLV (loyalty)Dell.com
External Communities
Our Communities
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Global Marketing15 Online Community Strategy & Planning
Listen.Engage.
Act.
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Global Marketing16 Confidential
Building the Internal CommunityYour Employees = Your Social Rock Stars
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Global Marketing
Confidential17
Customer Communities
Promoters & VIPs
Dell Community of Practice
Community Management & Moderation
Community Platform
SCRM & Social Profile
Analytics & Insighte-commerce
External Communi
ty
External Communi
ty
External Communit
y
External Communi
ty
Insights, Measurement & Social Data
Community Platform & Operations
Internal Communities of Practice
Promoter & VIP Communities
Customer Communities
External Communities
Experts drive community engagement.
Articulate a Vision: Vibrant communities inside & out
-Internal Communities of Practice
- Exclusive Promoter & VIP Communities
- Segment-based Customer Communities
- Priority “Outpost” Communities
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Global Marketing
Social Media & Community University
Principles
Policy
Governance
Training, Certification & Tools
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Global MarketingConfidential19
SMaC Talk Unconferences:Social Media Live!
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Global Marketing20 Confidential
04/08/2023
Listening: a critical first step.
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Global Marketing
The Social Radio:Inform and Drive Every Part of the Business - for All Employees
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Global Marketing
Planning for Community EngagementIt’s about pragmatic approaches. Smart business fundamentals never change.
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Global Marketing
Online Community Building
Blogs
Community“Portal”
Idea Generation
DiscussionGroups
CorporateSite
Mass Social Media
(Facebook, You Tube, LinkedIn…)
Independent Blogs
Blogs
IndependentCommunities
Local UserGroups
Local UserGroups
Local UserGroups
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Global MarketingOnline Community Strategy & Planning24
Example: 3 types of engagement
Support Affinity Ideas
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Global Marketing25 Online Community Strategy & Planning
2. Articulate your business goals
Discuss Goals
• Intention
• Value
• Risks
• Staffing / Overhead
• Leadership / Culture change
Process
• Stakeholder Interviews
• Working Sessions
• Synthesis
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Global Marketing26 Online Community Strategy & Planning
3. Customer Needs: Research & Listen
Member Needs
• Expectations of you (the host)
• Role & Facilitation
• Content & Features
• On domain or ecosystem
• Member types
• Desired culture
• Activities & contributions
Research
• Surveys
• Interviews
• Online discussions
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Global Marketing27 Online Community Strategy & Planning
4. Prioritize based on opportunity
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Global MarketingConfidential28
Social Ecosystem
Social Ecosystem Research
• Discovery, either via your listening platform, or
• Online tools like Google Blog Search, Twitter, Delicious ,etc
• Looking for:– Company and product brands
– Issues & topics
– Execs & Employees
– Existing user & affinity groups
• http://bit.ly/ocb2beco
Outputs
• Influencers
• Existing communities
• Key blogs
• Active groups
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Global Marketing29 Online Community Strategy & Planning
5. Community Engagement is Oxygen
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Global MarketingConfidential30
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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Global Marketing31 Confidential
ROI = A Mosaic of Value
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Global Marketing
Considering ROI
Value can be:
• Direct Sales
• Indirect (Relationship) Sales Support
• Cost Reduction
• Influence on Purchase
• Increased Attention by Customers / Prospects
• Increased Loyalty
• Increased Presence
• Content Creation
• Customer / Market Insight
• Impacts to CSR / Sustainability Initiatives
• Cost of NOT Participating
• Value has to be expressed in the context of your organization.
• Value will be multi-dimensional.
• There in no single silver bullet number. ( & no shortcuts)
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Global Marketing
Social Media ROI: Popular assertions/beliefs vs. Dell findings to date:
Popular notions about Social Media
Our Findings
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 brand awareness, not effective at acquisition
Impacts every part of the marketing funnel. 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 business metric – is more like PR – can “assist”, but cannot be tied to revenue
Run-the-business metrics can be applied on Social Media and integrated into business operations. Has been tied to Consideration and Revenue
Facebook is not as effective as email in driving retention / repeat visits
Facebook pages are effective for doing business
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Global Marketing34 Confidential
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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Global Marketing35 Confidential
Thank You!
Contact Info
• @BillJohnston
• http://www.BillJohnston.net
Recommended Resources
• “The Power of Pull” – Hagel & Brown
• “Connected” – Christakis & Fowler
• “Web Reputation Systems” – Farmer, Glass
• “Spend Shift” – Gerzema
• #TheCR, #octribe, #cmtychat tags
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