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Reputational Wrangling of the Social Variety

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Leveraging social media to help manage corporate reputation.

Leveraging social media to help manage corporate reputation.

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Reputational Wrangling of the Social Variety Reputational Wrangling of the Social Variety Presentation Transcript

  • 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.
    17
  • “Ranters to Ravers”
    18
  • 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