social capital sxswi 2011
DESCRIPTION
2011 SXSW presentation on how businesses and individuals can manage their social capitalTRANSCRIPT
Social Capital
SXSWi March 14, 2010
Global Marketing
Progress
New technology forces change
Global Marketing
Social Capital:Company
Global Marketing
SocialAcrossDomains
5 Confidential
Company.com
External Communities Owned Communities
Global Marketing6
Social Presence Map
Global Marketing
Credibility
• Company’s Credibility = Social Trustworthiness
Global Marketing
Reputation
• Company’s Reputation= Social Evaluation
Global Marketing
Social Capital and Business Impact
Global Marketing
Product Group
Marketing
Services Solutions
Online
Sales
CustomerService
CommsPR & HR
QUALITY
DEMAND
CREDIBILITY
CONVERSION
CLOSE RATE
RESOLUTION
REPUTATION
Ideation 5 Star Reviews Staff Reviews Expertise Early Warning Field Incidents
Awareness Message Reach Product Buzz Trusted Expertise Demand Leads
Awareness Message Reach Thought Leadership Blogs Customer Stories
Rating & Reviews Sharing Syndication Community Answers Co-Browsing
Blogs Thought Leadership Customer Stories Co-Browsing Collaboration
Listening Outreach Support Widgets Command Center @DellCares Advocacy
Influencers Blogs Rich Media Outreach Thought Leadership Corporate Reputation
Social Impact Across the Company
Global Marketing
Ripple Management
Global Marketing
Social MediaListening Command Center
Global Marketing
Dell Conversations and Reach
• Average daily twitter reach > daily circulation for the top 12 US daily news papers combined, including
WSJ, NYT, USA Today. LA Times, Washington Post..
Measuring Social Capital
Global Marketing
Social Capital and Marketing
Global Marketing
Social changes the playing field
Global Marketing17
Experts will become our best Marketers (inside & out)
Global Marketing
Before and After Social
Before Social After Social
Branded presence Personal/professional connectedness
Short term relationships Long term relationships
Immediate conversion Full customer life cycle
Broadcast Marketing Conversational Marketing
Limited metrics Broad metrics across the lifecycle
One funnel Multiple funnels around the web
Companies must invest in building social capital and connect with individual’s social capital
Global Marketing
you gonna miss the old horses?