from campaigns to community: building sustained community engagement

From Campaigns to Community: Building Sustained Community Engagement

Bill Johnston - @BillJohnstonDirector of Global Online Community

Global Marketing2 Online Community Strategy & Planning

Trade was initially tied to dialogue, community and relationships.


The Industrial Revolution ushered in the age of “mass”


the age of mass:production

marketscommunication


Any color. As long as its

black.


But as the wedge grew, things got… well, weird.


“Mass” begat “same” and “consumer”

Global Marketing8 Online Community Strategy & PlanningImage courtesy ofhttp://www.flickr.com/photos/michaelholden


Dec 2000: 360 Million

June 2010: 2 Billion

444% growth!

~1/3 global population online

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Social Media describes a large spectrum of tools and activities

Online Community is a discrete portion of that spectrum


Participation in social media at critical mass

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Dell’s Social Journey

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Five years of experiments and experience

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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


Listen.Engage.

Act.


Building the Internal CommunityYour Employees = Your Social Rock Stars

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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

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Social Media & Community University

Principles

Policy

Governance

Training, Certification & Tools

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SMaC Talk Unconferences:Social Media Live!


04/08/2023

Listening: a critical first step.

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The Social Radio:Inform and Drive Every Part of the Business - for All Employees

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Planning for Community EngagementIt’s about pragmatic approaches. Smart business fundamentals never change.

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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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Example: 3 types of engagement

Support Affinity Ideas


2. Articulate your business goals

Discuss Goals

• Intention

• Value

• Risks

• Staffing / Overhead

• Leadership / Culture change

Process

• Stakeholder Interviews

• Working Sessions

• Synthesis


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


4. Prioritize based on opportunity


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

http://bit.ly/ocb2beco


5. Community Engagement is Oxygen


Engagement

Engagement Tactics

• Content, Content, Content (did I mention content?)

• Engagement Calendar

• Active Community Management

• Regular Communication

• Acknowledge Contributions

• Feature Members

• Incentives

• Reputation


ROI = A Mosaic of Value

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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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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


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.


Thank You!

Contact Info

• [email protected]

• @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

mailto:[email protected]

http://www.twitter.com/billjohnston

http://www.twitter.com/billjohnston

http://www.billjohnston.net/

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