Three social media steps for business #DayatDell
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Three social media steps for business #DayatDell

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At Dell's business entrepreneur session #DayatDell Neville Hobson (Head of social media Europe, WCG London) and Kerry Bridge (Dell Social Media Communications, Dell Inc) shared some insights on three ...

At Dell's business entrepreneur session #DayatDell Neville Hobson (Head of social media Europe, WCG London) and Kerry Bridge (Dell Social Media Communications, Dell Inc) shared some insights on three social media steps for small business. Other small business social media guides can be found on Dell’s Facebook page for small businesses: http://www.facebook.com/dellsocialmedia?v=wall&dgc=SM&cid=50908&lid=1324472

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  • It isn’t about the tools and channels it’s about the relationship we build – what it enables people to do...
  • Getting StartedDiscover where people are talking about your brand and your industry online. Use free tools such as Google and TwitterSearch to identify blogs and other types of social media that talk about you and topics that are important to you.Set up a blog/RSS reader, such as Bloglines, Netvibes or Google Reader. This allows you to view updates from Web sites you care about, all in one place and saves time/effort.Don’t focus solely on Twitter. Your customers may also be talking about you in blogs, forums and places like Facebook, Flickr, Twitter and YouTube.Share insights and take action. Develop a process for gathering, analyzing and sharing these insights, and importantly, find ways to act on them. For instance, is a customer praising you online? Say thank you by commenting on the customer’s blog or forum post. Is a customer complaining about your company? Reach out and fix the situation.
  • Build relationships with digital influencersGenerate positive word of mouth about your brand or a new product or service.Share thought leadership to demonstrate that your business is innovative.Manage issues and crisis situations by responding quickly.Influence mainstream media coverage. Getting StartedFind ways to join the conversation. You might start by leaving comments on blog posts or responding to questions in a forum or message board. Be relevant. Share information and perspectives that are valuable to the online community. If you focus only on your own agenda, you will fail.If you have new information to share with an influential blogger, you might email him or her directly. You can even offer bloggers the chance to review your company’s product or service and write about their experience – no strings attached.Expose brand evangelists within your own company. Your employees are likely some of your biggest fans. Encourage them to participate in online conversations, and make sure your company policies allow them to do so. Address negative discussion head-on. Savvy companies respond to these issues directly. You can’t please everyone, but you can show that you’re listening and you care.
  • Getting StartedFind ways to join the conversation. You might start by leaving comments on blog posts or responding to questions in a forum or message board. Be relevant. Share information and perspectives that are valuable to the online community. If you focus only on your own agenda, you will fail.If you have new information to share with an influential blogger, you might email him or her directly. You can even offer bloggers the chance to review your company’s product or service and write about their experience – no strings attached.Expose brand evangelists within your own company. Your employees are likely some of your biggest fans. Encourage them to participate in online conversations, and make sure your company policies allow them to do so. Address negative discussion head-on. Savvy companies respond to these issues directly. You can’t please everyone, but you can show that you’re listening and you care.
  • Wiggly Wigglers are a rural England-based natural gardening mail-order company who won the 2008 Global Dell Small Business Excellence Award. By using social media to connect with current customers and reach new ones, Wiggly Wigglers: Serves 90,000 customers worldwide and delivers its products across Europe; Cut its advertising budget by 80 percent when the company turned to social media over traditional advertising; Facebook fans currently stand at nearly 2,500 (900 when they won the award) Broadcast a range of weekly podcasts from the “Wiggly sofa” reaching thousands of listeners per week - San Francisco Chronicle readers rated it their “favorite gardening podcast;” Built its catalogue based on Wiki ideas generated on its Facebook page by experts and customers.

Three social media steps for business #DayatDell Three social media steps for business #DayatDell Presentation Transcript

  • Three social media stepsfor small businesses
    #DayatDell
    April 27, 2010
    Neville Hobson - Head of Social Media Europe, WCGLondon
    Kerry Bridge – Dell Social Media Communications, Dell Inc
  • Let’s start with a conclusion
    Online word of mouth is a powerful marketing tool:
    You do know how, where and when she discusses your brand online
    With whom
    With precision
    From awareness of you to an ambassador for you
    Welcoming you into her peer network
    Form a trusted partnership
    http://picasaweb.google.com/lh/photo/ymWsJfDtfBl08zzMMxAkkg
    2
  • Why social media matters to small business
    3
    Increasing importance of word-of-mouth on consumer purchasing behaviour
    Social media amplifies and accelerates word-of-mouth, rapidly shaping and influencing opinion
    Social media can help foster a genuine connection between a company and its customers
    http://www.brandirectory.com/league_tables/table/global_500


  • What social media is and isn’t
    4
  • A working definition
    http://www.gapingvoid.com/Moveable_Type/archives/2007_05.html
    5
  • Step 1 - Listen
    Know who the influencers are, with precision
    Know your “share of conversation” vs“share of voice”
    Know where conversations are occurring that matter
    Know how news is shared and by whom
    Know the right keywords that drive search
    Know what content your customers care about
    Know who is defining your brand, pro or con
    6
    Know which conversations are defining your brand
  • Listen – Tools and Tactics
    Listening audit:
    Discover where people are talking about your brand and your industry online.
    Uncover key influencers
    Free and paid tools.
    Share insights and take action.
    7
  • 8
  • 9
  • Step 2 - Plan and measure
    • For example, an objective might be to:
    • increase positive brand mentions online by 25 percent; or
    • drive a 10 percent increase in traffic to the company Web site in a given timeframe; or
    • to get people to share their e-mail addresses.
    10
    Establish measurable objectives
  • Plan before you get started
    11
    • Example planning template
  • Step 3 - Engage and join the conversation
    • Build relationships with digital influencers.
    • Generate positive word of mouth.
    • Share thought leadership to demonstrate that your business is innovative.
    • Manage issues and crisis situations by responding quickly.
    • Influence mainstream media coverage.
    • Expose brand evangelists within your own company.
    12
    Put a human face on your brand
  • 13
  • Engage rules of the road:
    • Example rules of the road :
    • Intel - http://www.intel.com/sites/sitewide/en_us/social-media.htm
    • Coca-Cola - http://www.viralblog.com/wp-content/uploads/2010/01/TCCC-Online-Social-Media-Principles-12-2009.pdf
    • BBC - http://www.bbc.co.uk/guidelines/editorialguidelines/onguide/
    Are you adding value?
    Write what you know.
    Be transparent.
    Respect proprietary information.
    Encourage comments.
    Create some excitement.
    14
  • Wiggly Wigglers *2008 Global Award Winner*
    Business goal: To inspire people to create their own amazing gardens
    Target audience: Everyone interested in gardening, wildlife and making a difference to the environment
    Social media strategy: Creating a global online community through podcasts, wikis, blogs, Facebook and Twitter
    Business result: Grows global customer base to 90,000 and reduced ad spend by 80%
    15
  • Steps…
    16
    Listen

    Plan

    Engage
  • Thank you
    17
    Twitter: @KerryatDell
    Email: kerry_bridge@dell.com
    Twitter: @Jangles
    Email: nhobson@WCGworld.com