Reputational Wrangling of the Social Variety

Reputational Wranglingof the Social Variety
Cory Edwards, Director of Social Media & Reputation Team (SMART)Twitter: @coryedwards
June 3, 2011

Reputation Drivers
Social media impact across all drivers
2

Building Blocks
3
Programs
Programs
Programs
Programs
Programs
Programs
Programs
Customer
Service
Comms
PR & HR
Product
Group
Services
Solutions
Marketing
Online
Sales
1. Listening & Engagement
2. Online influencer Relations

Listening & Engagement

Our Customers Are Talking About Dell
5
“Engaging in honest, directconversations with customers and stakeholders is a part of who we are, who we’ve always been. The social web amplifies our opportunity to listen and learn and invest ourselves in two-way dialogue, enabling us to become a better company with more to offer the people who depend on us.”
-Michael Dell

6
Confidential
Listening to become a better business

Introducing Dell's Social Media Command Center
http://www.youtube.com/watch?v=w4ooKojHMkA
cc Dell

Social media listening:
Social Outreach Service (SOS):
@DellCares team engaging 1000+ customers per week
Positive impact on customer satisfaction: 35% conversion of demoters to promoters
Listening Command Center:
Accountable for the timely & accurate resolution and public response for high sev issues
Global Listening across 11 languages and all Bus
Monitoring 25K conversations about Dell each day
What does it give us?
Intelligence across the business
Actionable Insights
Incident monitoring
Knowledge about our customers

The Dell YouBooth
Confidential
9
Talk to us…
If you could recommend one thing to Dell to better support you, what would it be?
Tell us a story about how is Dell enabling you to do more in your life?
What was your favorite part of today’s event?
Use:
Attending 14 events this year
Testimonials posted to YouTube
Employee feedback - cafeteria

Building the Internal CommunityYour Employees = Your Social Rock Stars
10
Confidential

Social Media & Community University
Principles
Policy
Governance
Training, Certification & Tools

The Social Radio:Let your employees tune in and listen to what is relevant to them
12

Working with Influencers

Building an Online Influencer Relations Program
Influencer identification
Conversation tracker or interactions management
Reputation dashboard measurements (influencer goldlists)
Going beyond virtual relationships
Dell CAP Days (a ranters and ravers event)
14

Dell Community Advisory Panel (CAP) Days
15
How it Works
After: Follow-up and Action
Before: Identification & Buzz
CAP Days: In-person Event
Build relationships with identified attendees online
Gauge tone and interests through survey
Set agenda based on results – Ranters & Ravers
Invitees prioritized based on size of social media reach
Listen, Listen, Listen!
Collect feedback via artist
3rd party moderator who is well-known in the community
Measure the frequency of comments around key business areas (positive and negative)
Gauge value to attendees through survey
Monthly updates to attendees
Designate relationship owners for ongoing efforts to build advocates

It’s a Place to Capture Feedback and conversation on our business (LIVE)…
16

Success of CAP Days
Yes…lots of clicks, views, fans and followers
What matters? we got actionable items from these customers of influence, that we could implement and change to improve the business.
And…an opportunity to return and report.
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“Ranters to Ravers”
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Ongoing Relationship Management
Monthly e-mail updates to attendees / stakeholders with progress against feedback
Buddy-system between attendees and Dell attendees
One-on-one communications via twitter & e-mail
Identifying ongoing opportunities to partner (guest blogs on Direct2Dell & The power to do more site, ongoing sharing of positive company news)
Reunion Events
19

Leveraging influencers for launches

Leveraging influencers for campaigns

6 Simple Takeaways
Consider social media impact across 6 key reputation drivers
If content is king, then listening is queen
Why are you listening? Listen for the sake of making changes
Return and report to your customers
Online influencers & employees make for powerful advocates
When building relationships, In-Person > Virtual
Confidential
22

Thank you

Reputational Wrangling of the Social Variety

by Dell Inc on Jun 03, 2011

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Reputational Wrangling of the Social Variety — Presentation Transcript