From the Corporate Social Media Conference, NYC....a look at where to embed social media in business

1. A Look at Business in a Networked World of the Interactive Web Richard Binhammer, Social Media and Community June 21, 2011, The Corporate Social Media Summit

2. Traditionally, Business and Technology: aimed to deliver efficient organization of work through specialization of labor 1776, Adam Smith, Wealth of Nations 2

3. Markets always were about conversations? 3

4. Business Always Succeeded and Grew based on word of mouth … more so with the social Web

5. Internet: Unlike other technologies, the Web was unpredictable; opened more opportunities to change perspectives anywhere it reached 5

6. Today, Interactive Web:First time in history, technology at home has evolved faster than for business becoming so pervasive that business is catching up to consumer expectations about connectivity, ease of use and how to use Source: Mary Meeker, 2010 Internet Trends

7. If Markets are Conversations… “Networked markets are beginning to self-organize faster than the companies that have traditionally served them. Thanks to the web, markets are becoming better informed, smarter, and more demanding of qualities missing from most business organizations. Markets are conversations. Markets consist of human beings, not demographic sectors. Conversations among human beings sound human. They are conducted in a human voice, Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived.” 7 Source: Cluetrain Manifesto

8. …..But (Social Media) Conversations are Not Just Marketing In both internetworked markets and among intranetworked employees, people are speaking to each other in a powerful new way. These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge. As a result, markets are getting smarter, more informed, more organized. (not siloed or segmented the way we normally think) Participation in a networked market changes people fundamentally. 8

10. Users spending moretime across the web engaging –beyond company’s website

11. Customerstrust their peers more than anyone else

13. Recognizing & Aligning a Powerful Ecosystem Dell.com Our Communities External Communities Team Members Confidential 11

14. 12 Confidential 3/21/2011 Listening to Be A Better Business, Across the Business From 4,000 posts/day to 26,000 posts/day

15. 13 Don’t Look, Listen or Touch This is not a strategy that works.

16. Listen, Engage, Act. It’s at the heart of all strategies…But How to Scale? Think of it as a tool, not a channel

17. Campaigns Scale, but are capital intensive.You can not buy fans & followers for life …

19. Early Warning

21. Lead Generation

23. Communities

25. Collaboration

26. Thought Leadership

28. Support Widgets

30. Brand Reputation

31. Influence

33. Empowering Employees: Social Media & Community University Principles Policy Governance Training & tools

34. Starting Down a New Road, in a Vehicle, yet to be provenEven today, the Infrastructure is evolving 19

35. 20 Authority Exchange Community

36. Lesson: Yes Virginia, there is ROI. It is measurable in many forms, there is not 1 number …

37. Making Businesses Less Machine and more Networked Organism?A Human Organization 22

38. Thank You