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

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