Tackling Corporate Reputation with Social Media

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

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

Listening & Engagement

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

Dell Social Media Listening Command Center
6 wall monitors tracking:
Dell customers (influential)
Dell conversations
Priority topics including SOV and tonality
Trending successes
22K+ posts monitored daily by our Ground Control Team
Monitoring in 11 languages
5 types of reports issued

Tightly integrated with our @DellCares Twitter team
Engaging 1000+ customers per week
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

Thank You

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.

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.

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.

Implementing feedback
More Linux availability
Our line of Product (RED)
FastTrack PC shipment
removal of bloatware
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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Tackling Corporate Reputation with Social Media

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Tackling Corporate Reputation with Social Media — Presentation Transcript