Social Capital

SXSWi March 14, 2010

Richard Margetic

Director, Director Global Social Media

October 6, 2010

Global Marketing

Progress

New technology forces change

Global Marketing

Social Capital:Individual

Global Marketing

Social Graph

Interest Graph

Advocate

Detractor

Fortune 50 CEOs

Global Marketing

Social Capital:Company

Global Marketing

SocialAcrossDomains

7 Confidential

Company.com

External Communities Owned Communities

Global Marketing8

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

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Social MediaListening Command Center

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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 Marketing19

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

the change is accelerating