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Tackling Corporate Reputation with Social Media

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  • New Media Age ConferencePrince Harry reference?
  • 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.
  • Transcript

    • 1. Tackling Corporate Reputation with Social Media
      Cory Edwards, Director of Social Media & Reputation Team (SMART)Twitter: @coryedwards
      February 23, 2011
    • 2. Reputation Drivers
      Social media impact across all drivers
      2
    • 3. 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
    • 4. Building Blocks
      4
      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
    • 5. Listening & Engagement
    • 6. 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
    • 7.
      • Dell Social Media Listening Command Center
      • 8. 6 wall monitors tracking:
      • 9. Dell customers (influential)
      • 10. Dell conversations
      • 11. Priority topics including SOV and tonality
      • 12. Trending successes
      • 13. 22K+ posts monitored daily by our Ground Control Team
      • 14. Monitoring in 11 languages
      • 15. 5 types of reports issued
      • Tightly integrated with our @DellCares Twitter team
      • 16. Engaging 1000+ customers per week
      • 17. Converting ranters to ravers at a rate of nearly 30%.
      • 18. 30% decline in negative commentary since engagement
    • Working with Influencers
    • 19. 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
    • 20. 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
    • 21. 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
    • 22. 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
    • 23. 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.
    • 24.
    • 25. 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
    • 26. Thank You
    • 27. 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.
    • 28. 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.
    • 29. 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.
    • 30. Implementing feedback
      • More Linux availability
      • 31. Our line of Product (RED)
      • 32. FastTrack PC shipment
      • 33. removal of bloatware
      • 34. redesign of the keyboard on one of Dell’s best selling laptops, the Mini 10, when customers specified that the apostrophe was positioned awkwardly and needed to be moved.

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