Social Capital: The Value of the Social Network - SXSWi 2011

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Business social capital measurement and impact from Dell's point of view as delivered by Richard Margetic, Dell's Director of Global Social Media

Transcript

<ul><li> 1. Social Capital<br />SXSWi March 14, 2010<br />Richard Margetic<br />Director, Director Global Social Media <br />October 6, 2010<br /></li> <li> 2. Progress<br /></li> <li> 3. New technology forces change<br /></li> <li> 4. Social Capital:Individual<br /></li> <li> 5. Social Graph<br />Detractor<br />Advocate<br />Interest Graph<br />Fortune 50 CEOs<br /></li> <li> 6. Social Capital:Company<br /></li> <li> 7. SocialAcrossDomains<br />Company.com<br />Owned Communities<br />External Communities<br />Confidential<br />7<br /></li> <li> 8. Social Presence Map<br />8<br /></li> <li> 9. Credibility<br />Companys Credibility = Social Trustworthiness<br /></li> <li> 10. Reputation<br />Companys Reputation= Social Evaluation<br /></li> <li> 11. Social Capital and Business Impact<br /></li> <li> 12. Social Impact Across the Company<br />Product <br />Group<br />Ideation 5 Star Reviews Staff Reviews Expertise Early Warning Field Incidents <br />QUALITY<br />Awareness Message Reach Product Buzz Trusted Expertise Demand Leads<br />DEMAND<br />Marketing<br />Services <br />Solutions<br />CREDIBILITY<br />Awareness Message Reach Thought Leadership Blogs Customer Stories<br />CONVERSION<br />Online<br />Rating &amp; Reviews Sharing Syndication Community Answers Co-Browsing<br />Sales<br />CLOSE RATE<br />Blogs Thought Leadership Customer Stories Co-Browsing Collaboration <br />Customer<br />Service<br />RESOLUTION<br />Listening Outreach Support Widgets Command Center @DellCares Advocacy<br />Comms<br />PR &amp; HR<br />REPUTATION<br />Influencers Blogs Rich Media Outreach Thought Leadership Corporate Reputation<br /></li> <li> 13. Ripple Management<br /></li> <li> 14. Social MediaListening Command Center<br /></li> <li> 15. Dell Conversations and Reach<br />Average daily twitter reach &gt; daily circulation for the top 12 US daily news papers combined, including<br />WSJ, NYT, USA Today. LA Times, Washington Post.. <br /></li> <li> 16. Measuring Social Capital<br /></li> <li> 17. Social Capital and Marketing<br /></li> <li> 18. Social changes the playing field<br /></li> <li> 19. Experts will become our best Marketers (inside &amp; out)<br />19<br /></li> <li> 20. Before and After Social<br />Companies must invest in building social capital and connect with individuals social capital<br /></li> <li> 21. the change is accelerating <br /></li> </ul>

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