PRSA, Counselors Academy June 2013
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a look at social business and then how that impacts communications
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PRSA, Counselors Academy June 2013
- 1. Building a Social Business: Opportunities and Challenges for Communicators
- 2. 2 Business and Technology: Aims for efficient organization of work through specialization of labor 1776, Adam Smith, Wealth of Nations 2
- 3. Business Management Your boss Colleague 1 Colleague 2 Colleague 3 Boss Assistant Efficient, Effective, Structured, Aligned, Processes, Customer Touch Points, Silos 3
- 4. Successful Business Has Always Been About Delivering Value to Customers 4 Business Value Customer Value
- 5. Communications & Marketing Mass media in all forms Pushing “news” & Recognition Loud and Everywhere 5
- 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
- 16. 16 Listen, Learn, Engage & Act 2006: 4000 posts per day 2012: 25,000 post per day
- 17. 17 Recognizing & Aligning a Powerful Ecosystem Confidential Dell.com External Communities Our Communities Team Members
- 18. 18 Back to any business’ roots: customer connected employees are your company’s rock stars 18
- 19. 19 Empowering Employees: Policy and Training Principles Policy Governance Training & tools
- 20. 20 Best Practices and Coherence: Different Sites for Different Engagement and Results 20
- 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
- 26. Implications challenges & opportunities Rational + Emotive Others are informed and perceive Public Customer Connection, Loyalty, Business Value What’s Important Predictable No Structure Scale, 24x7, Speed Business Org + churn 26
- 27. 27 Easy: Communication Counselor Beyond Management to Connected and Empowered Employees Not so easy: anytime and always on 27
- 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
- 31. Disruption of Public Relations and PR Strategies Beyond the Tactical Adjustments
- 33. Listening as a Starting Point 33
- 34. 34 The Social Business Communicator Connecting Directly – Beyond Relying on Traditional Media 34
- 35. 35 The number of places to tell your story multiplied… But attention span declined and You are the “the avalanche”
- 36. 36 Closer Integration of Paid, Owned and Earned to stand out Differentiate or Be Commoditized
- 37. 37 Differentiation Impact of Content Filters (which are really people) before the traditional marketing funnel 37 Connections Community Awareness Consideration Conversion Loyalty Advocacy
- 38. 38 The underestimated and under-utilized tools Aggregating and Curating Content as a Trusted Source versus singular focus of “Content Marketing” and Brand as Publishers
- 39. For Communicators: The Future?
- 40. 40 From News & Events to Storytelling with Meaning 40
- 41. Influence, Word of Mouth: Who Matters There are only 4 Business Stakeholders: 1. Customers 2. Employees (and suppliers) 3. Investors 4. “Communities”
- 42. 42 Finding your connections; Telling stories that matter you have to work harder and different
- 43. 43 The Web is an Interactive Medium Beyond Publication and “Telling” to Sparking: sharing and connecting 43
- 44. Measurement Parachutes, helicopters, bicycles, hydraulics, flight, precise time measurement, wind energy Social media and connecting with people. • Measuring relationships and connectivity
- 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
- 46. Website & Blog: http://richardbinhammer.com Twitter: https://twitter.com/RBinhammer Linkedin: http://www.linkedin.com/in/richardbinhammer Facebook: https://www.facebook.com/richardbinhammer Google+: https://plus.google.com/u/0/116628072848132602782/about Flickr: http://www.flickr.com/photos/richardbin/
Notes de l'éditeur
- 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
- http://en.wikipedia.org/wiki/Avalanchehttp://vator.tv/news/2010-11-18-gnip-gets-2m-to-resell-the-twitter-firehose
- 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
- http://www.storyfest.com/school-index.html