• “If people could only see what the blenders can do...”
• let’s make these youtube videos
  • kitschy is OK
• added tons of value
• This guy George Wright is the VP of Marketing
  • Came from a steel mill
• Use these tools in a new way

• uses facebook to recruit college students
• this guy works for Ernst & Young
• students writing on the E&Y wall were actually answered personally on the wall
• personal tone
• “Why do you not recruit on my campus?”
• He’s the head of recruitment for all of North America
• 3500 college students hired every year
• This is one of the few channels where he can have a real conversation with his audience
• This is so very rare in Mondo Corporation

• 14 years of PR for Dell
• He knew all the product managers etc
• The whole blogosphere was against Dell
• He started the blog revolution team
• Find all the problems everyone blogged about and solve every single one
• He was the right person to turn to when it was time to start a blog
• After a while they finally had something to say
• XPS 700 wasn’t available anywhere
• Michael Dell emailed them “keep at it”
• Gave him the support from the very top of the company
• This took him to heart
• A laptop in Osaka caught on fire and he acknowledged it
• Started a whole conversation where detailing the battery recall set the tone for the blog
• Our laptops are on fire !!!
• We have to acknowledge it
• This was a turning point for Dell because the blog got traffic
• All these other product managers could come online and write a blog post
• Once you’re on there you need to pay attention to the comments.

• They need to be in sync
• They need to transform person by person
• Don’t keep the blog isolated in a small team
• Spread the mindset
• It takes time to change an organization
• Executive support can be critical
• Dell IdeaStorm
  • operates on the same platform
• Sell A Linux PC To Consumers
• Dell said OK! And the community chose Ubuntu with zero support.
• two months to launch this product compared to nine months regularly
• They have a blog for their investor relations team.

• let’s just put it all out there
• IR team knows what they can & can’t say
• Dell going from the depths of despair to being a poster child for embracing new technologies and craft them into a social strategy

• Give me ideas on how to improve it
• Steve got rid of a bunch of marketing banners on the intranet or something
• oooooo!
• so 6000 people said “we don’t like this”
• Salesforce IdeaExchange
• “Be Gone SawBanner”
• The political will from the “groundswell” gave them confidence that they were making the right decision changing it
• They could see the vehemence

• Whoever is the most passionate about communicating is the right person
  • Customer service person who says “we don’t do enough for our customers”
• Educate your executives
  • “Facebook on Fridays”
  • Give them an ideal
    • What are the benefits of how these technologies can help them meet real business objectives
• Put someone important in change.
  • Someone who has extra time is not important enough.
• Define “the box” with policies and process
  • Tell legal
  • Spell out potential disasters
  • Mitigate those risks
• Making it safer to fail
  • As you go into this companies are risk averse
  • How can you increase the risk tolerance

• research -> listening
• marketing -> talking
• sales -> energizing
• support -> conversation
• development -> action

• a unique environment
• some good uses for virtual worlds inside form groups
• hundreds of people in a virtual world
• Share their thoughts simultaneously with one another
• Strangers can become weak links

• Making revolution stick will require a framework and processes
  • People feel very uncertain
  • They don’t completely understand this
• Start small but think big
  • All revolutionaries have an idea or a vision where they can take this
  • Iterate over and over again
  • Failure is always the best way to learn
  • They all have an idea of what this could become
• Don’t isolate your social strategy in a skunkworks
  • In a customer-centric firm everyone needs to be thinking about this or involved
  • They could bring customer information back in
• Make social strategy the responsibility of every single employee
• You have to be patient
  • Cultural change takes time

• Parents are actively engaged as spectators
• Comments lead you into becoming a critic
• Then it’s not a long jump to becoming a creator
• Understand what their level of participation is

The Internet is not just a place to market but a place to have conversations.

• 650.581.3833
• cli@forrester.com

• Serves “front line employees”
  • customer communication is the key here
• They now have all the email
• Someone thought it’d cost too much but someone else saw that it was going to be cheap so they made it happen
• “Hey, I designed those display cases, they sent you the wrong one”
  • Let me make sure they didn’t screw it up
  • Otherwise they’d never find out the display case was wrong – it would’ve just been “whateva”

• Created their own wikipedia for intel internally
• Josh just got it done in a day
• Didn’t wait around to see
• Sent an email around to the CEO
• Took him two weeks to get back to Josh
• Josh’s already gotten it done though man
• That is Charlene’s take on the revolutionary spirit

• Emerson Process is a small blog
• Showcase thought leadership
• Social media is highly linked
• Great for SEO efforts
  • Rise to the top on keywords because of social media networks

• sending everything by email
• collaboration
• sharepoint you have to do everything by department
• what if anyone can talk to anyone in the organization
• what are you afraid of cto’s ?
• this is inside the firewall
• Expertise location
• better sharing
• people understanding implicitly

• i write a b-to-b marketing blog
• they don’t know how to get the actual feedback even if they want ti
• what strategies do they deploy to get people turned on to the idea that they can contribute to a product?

so does avenue A/razorfish

• how dare you be a doctor and not help your patients
• it’s a different type of mindset

• bizarrevoice
• ratings and reviews
• buzzlogic looks at influence
• dashboards
• they’re all really good
• but the one I keep coming back to is FORUMS AND BULLETIN BOARDS
• it doesn’t have the whizbang and all about it

• The roles people have in their organizations are changing.
• Lots of companies do research
  • The Groundswell is a way to listen.
• Learn much about your customers.

• Reach more people
• Engage more people
• Comments/Users/Subscribers/Sales can be metrics
• Am I answering people’s questions?
• HP has a great LaserJet blog to support and energize their EXISTING customers
• GM uses blogs to get feedback on their cars from the commenters
  • Brought commenters into the campus
• “How do I measure the impact of a website” will always be a weird reaction