social media: 5 things in 10 minutes

Evolving to a Social Organization: 5 Key Things in 10 Minutes

Bill Johnston - @BillJohnstonDirector of Global Online Community

Global Marketing2 Confidential

Social Media describes a large spectrum of tools and activities

Online Community is a discrete portion of that spectrum

1. Lots of buzzwords, but the bottom line = relationships.

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04/10/2023

2. Listening should be at the heart of your social strategy.

Global Marketing

3. Define guardrails, create guideposts and “roll” with training.

Principles

Policy

Governance

Training, Certification & Tools

Global Marketing5 Online Community Strategy & Planning

4. Prioritize engagements based on balance of your goals & customer need.

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5. ROI = A Mosaic of Value.

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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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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Thank You!

Contact Info

• Bill_Johnston@Dell.com

• @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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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