Now some of this is background, but I feel it is important for me to first clarify the importance of these drivers to our company and the importance of measuring against them. I also think it is important to give you a very high level look into how we’re trying to drive social media into the fabric of everything we do at Dell. We believe that social media plays a role in each of these functional areas of a company in driving corresponding key factor. Within marketing it may be focused on lead gen, within sales it may be focused on accelerating the sales pipeline, but for my particular team, our key focus sits with how our reputation is being changed as a result of our customers using social media….AND….how we as a company can use social media to help change our reputation.
At the foundation of all of these pillars though is something that is key and that I want to focus on today: Listening and Engagement and Online Influencer Relations. Now…since this may seem to be very generic and obvious, I’m going to spend our time here today not talking about the basic principles that go along with these two things…Instead, I want to focus on 3 very specific examples or case studies that have been successful approaches for Dell.
Now…thankfully we have a CEO who gets it. He understands these core building blocks of social media and wants to make sure we’re leveraging the feedback we’re getting. His quote here also hearkens back to a key strategy for Dell…direct relationships. It’s a model that Dell has used since its inception.
The second example of listening and engagement is really at the heart and center now of what Dell does with social media: A few months ago we launched what we call the Social Media Listening Command Center. Go through overview slides.Our Customers Display - This shows the Twitter avatars of the top 50 most influential authors within a selected Topic Profile over the past 24 hours, where the level of influence is defined by the number of Twitter followers. The influence each author has on the topic is easily identified because each avatar is relatively sized based the number of followers. The largest avatars belong to authors with the most followers. A thick green border around an avatar indicates that the author's most recent post has a positive sentiment. A thick red border indicates that the post was negative.Our Conversations Display- shows the geographic distribution of Twitter posts within a Topic Profile over the past 3 days. The colours used on the map indicate the relative volume of posts that have originated from each country. A legend on the screen provides clarification of the counts that are associated with each colour. A recent post is randomly selected and displayed over the country of origin. The author's avatar and the country flag are displayed beside the random post. A new random post is selected and displayed approximately every 30 seconds.Our Priorities Display - Shows the amount of posts within the selected Topic Profiles over the past 3 days. Each Topic is displayed as a sphere with a background matching the image selected on the Launch page. Each Topic (sphere) is sized to indicate the number of posts within that topic relative to the number of posts in the other selected topics. The glow behind the Topic represents the overall sentiment for the Topic over the past 3 days; glowing green if positive, red if negative, and grey if neutral.Our Success Display - shows the metrics that summarize the activity within the selected Topic Profiles over the past 3 days. The metrics displayed for each Topic Profile consist of Volume of Posts in the past 3 days, Percentage Change in the volume of posts, Sentiment, Topic Trend and Share of Voice.
The second key foundational component for a sound corporate reputation program in social media is based around this idea of working with those individuals online who are of influence.
Now when I say and Online Influencer Relations Program, there a few core elements involved here: Influencer identification, a method for tracking and enabling conversations, some way to track all interactions, some way to tie those key influencers back into your measurement dashboard so you’re measuring the impact of those key influencers (your goldlist) against your reputation drivers, and then finally…a way to go beyond virtual relationships. In Dell’s case, that meant the creation of a new program…which has become a franchise of sorts within the company. Last year we launched a new program called CAP Days which stands for Customer Advisory Panel. Now the name in and of itself isn’t all that creative or different, but our approach to CAP Days is not to take any customer, but only those customers who are active online influencers. We’ve held 3 of these events so far.
Here’s how it works in a nutshell.Ranters & ravers….separate or together?
Germany: overall Twitter coverage lower because of overall adoption in the country – forums are more popular means of social media communications100% of attendees said event “exceeded expectations”
Now, what’s beautiful about a well-executed program is that you ideally create brand advocates who can help you. Let me give you an example of this. One of the online influencers we invited to our initial event in Austin was someone who blogged regularly on his own and as a contributor. Several months following our event and after several additional follow-up communications with this gentleman, an article was posted by a well-known PC trade magazine that focused on and criticized Dell’s customer support options. It was bad for us. But within a week, this CAP Days participant authored a direct rebutal using his role as a contributor to Fast Company Magazine. His article took the bad article and broke it down piece by piece and outlined for the public what Dell is trying to do to create Customers for Life and referenced many of the things we discussed d
Ask for feedback and suggestions on this group’s trade secrets.
Tackling Corporate Reputation with Social Media Cory Edwards, Director of Social Media & Reputation Team (SMART)Twitter: @coryedwards February 23, 2011
Reputation Drivers Social media impact across all drivers 2
Harmony across the fabric of a company Product Group QUALITY DEMAND Marketing Services Solutions CREDIBILITY CONVERSION Online Sales CYCLE TIME Customer Service RESOLUTION Comms PR & HR REPUTATION
Our Customers Are Talking About Dell 6 “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
Converting ranters to ravers at a rate of nearly 30%.
30% decline in negative commentary since engagement
Working with Influencers
Building an Online Influencer Relations Program Influencer identification project by BU, region or topic area (leveraging a tiering system) Conversation tracker (Radian6 Engagement Console lists) Interactions database (Vocus-type system) Adding key online influencers to goldlist for reputation dashboard (measurement) Going beyond virtual relationships Introducing Dell CAP Days (a ranters and ravers event) 10
Dell Customer Advisory Panel (CAP) Days 11 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
Success of CAP Days US: One of our leading reputation drivers in June 138M Twitter reach Coverage in outlets including Mashable, Fast Company, others. Germany: 200+ tweets from attendees 200+ posts to XPS Forum 100% of attendees said that event “Exceeded expectations” China: Over 1200 posts on Sina 90% positive tonality Coverage highlights (across Sina, RenRen, microblogs and forums) 12
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) 13
Implementing CAP Feedback We heard: Make it easier to find the system or accessories that will meet a specific set of needs. Dell: The newTag Team application on Facebook allows you to browse reviews and products by usage scenario in a tag cloud.
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 Online influencers make for powerful advocates When building relationships, In-Person > Virtual Confidential 16
Implementing CAP Feedback We Heard: Dell needs to be helping more customers in social media with product and support issues. Dell: We’ve staffed a global support team for social media that covers 11 languages and have assisted more than 10k Dell customers in the last six months. We’ve also launched additional Twitter support accounts for Japanese, @Dell_SupportJP, and for Spanish, @AyudaDell.
Implementing CAP Feedback We heard: Too many dropped calls and unnecessary transfers. Dell: ePhone software is being launched across sites, which will improve reporting capability to track telecom Issues. Other multiple transfer reduction initiatives have been launched including queue mergers to eliminate certain types of transfers. HIP (Handle in place) capability is being developed to handle simple issues for other businesses without a transfer.
Implementing CAP Feedback We heard: Why don’t we hear more about the good work Dell is doing around the world? Dell: Dell has put a new Communications team together whose sole focus is to tell you about our Goodwill Reconnect and Bamboo Packaging programs that help our planet and communities around the world.