Achieve Buy In At All Levels: Creating Brand Ambassadors


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Liz Brown Bullock, Director of Social Media and Community, Dell, presents how to Achieve buy in at all levels and create brand ambassadors. Employees are key ingredient for success in this new modern world. See how Dell has trained 8,000+ employees and activated them to be a better business. Presented April 2013 at GSMI Social Media Strategy Summit, Chicago

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  • Businesses are facing a fundamental paradigm shift. With the increase of advertising clutter and lack of trust, customers are turning to their peers and like minded consumers to make product decisions. Think about the last time you made a purchase. What was the process for attaining information for that product and making that decision? I’m planning upcoming summer vacation with the family. I’m thinking about initially asking my FB friends for recommendations, then going to various travel sites to research ratings & reviews and peer feedback, along with photos. Whom do you trust better? Adverting brochure vs. friend or peer’s recommendation on your next vacation. More than ever a company’s brand is influenced by what consumers are saying about the brand We have a democratizing trend of the redistribution of influence. We gone from 2000 where is what very few people controlling the conversation, fixed, monologue to 2013 it is many and customers are co-creating our story, it’s a dialogue. Edelman Trust Barometer analyzes whom consumers trust and 2013 findings show an academic or person like you is 2X as trusted vs Chief Executive or government official. How companies market, sell and support their customers is fundamentally changing. Your employees are a key ingredient for success in this new modern world. How to train, activate, support and unleash them in this powerful space?
  • Reality is that we lost trust between the marketplace and the consumer due to some of the financial challenges in the past years and Senior Executives making poor decisions on behalf of the company.Additionally, expectations from the consumer has shifted. According to Edelman Trust Barometer in the past five years, customers expectations for companies have shifted from focus on operational excellence to importance of building trust via more engaging, external facing behaviours and policies that contribute to personal satisfaction, customer satisfaction and the greater good. Edelman identified 5 trust performance clusters in order of importance: engagement, integrity, products and service, purpose and operations at the bottom. Employees are key in building some of lost trust. We’ve seen at Dell that are employees share 8xs more Dell urls vs. our corporate accounts. Why? Because they can.. We ask that our certified employees share relevant Dell stories, products, news that is relevant for their communities and speaks to them. .
  • McKinsey published report saying that social technologies stand to unlock 1.3 trillion in business value
  • Social Media offers Dell more opportunities to listen, engage and ultimately understand our customers better than ever before. Our strategic approach to the growth of social media is to build a social business. We’ve been seven years in the journey to embed social in the fabric of the company – across the entire organization: marketing, sales, product group, online, HR to bring our customer front and center. Social Media has proved to be about more that business transactions or top of marketing funnel. After 7+ years, we have concluded that social impacts every aspect of customer experience and lifecycle in positive ways and sometime even more impactful vs. other mediums. Today, we see social media as tool to be used across the fabric/functions of our businesses to build better business and be more connected with customers (i.e. the social web is not just about marketing or a customer support channel, rather it is a tool to be used to collaborate, connect and constantly do more with customers, from quality, to innovation, to building better business processes, to connecting and sharing real time, as well as solving technical or customer care issues) In March 2006 we established the Online Community Outreach team, a group of tech support experts that reached out to bloggers around the world who had questions or required assistance. Later that year we expanded blog outreach beyond tech support to include any conversations about Dell.  2006 was also the year we launched our blog, Direct2Dell.Moved into communications – using as a channel to tell our story – Direct to DellDeveloped into crowd sourced product and service development with IdeaStormGone multi-lingual – multi-platforms – from our own .com/blog out to those customers select for themselves – no good just listening to the conversations in English, in your own front room - got to get out into the street to hear what customers really thinkInternal and external – agent for collaboration and innovation within the organisation e.g. Employee Storm; ChatterDirect sales (or facilitation) channel – lot made of our sales on platforms like twitter with @delloutlet but also important to realise that buying behaviours for products and services are also now heavily influenced by the social web – the opinions of trusted friends often first port of call (social web friends; bloggers)…so bringing those views into the buying process is impactful – so brings reviews/ratings front and centre with customersPower of advocates/ambassadors not to be underestimated – your team members are powerful voices for your brand/products and services… SMaC training and open access to all the tools they need at work to both LISTEN and ENGAGE
  • Customer connected employees are your companies rockstars!
  • Achieve Buy In At All Levels: Creating Brand Ambassadors

    1. 1. Achieving Buy In On All Levels:Creating Brand AmbassadorsLiz Bullock, Director Social Media & MarketingLiz Brown Bullock (LinkedIn)@lizbbullock#smssummit
    2. 2. Global MarketingEmployees are key ingredient for success in this newmodern world:More than ever – a company’sbrand is influenced by whatconsumers are saying about thebrandA person like you(everyday employee)is 2x trusted vs. ChiefExecutive(Edelman Trust Barometer, ‘13)Confidential290% trust recommendations frompeople they know. 70% trustconsumer opinions posted online.14% trust advertising (Nielsen, 2009)How companiesmarket, sell toand support theircustomers ischanging…What roles doemployees play inthistransformation?How do yousupport them?
    3. 3. Global MarketingEmployeesare key inbuildingsome of thetrust lost…3 Confidential 4/26/2013
    4. 4. Global MarketingEmployees canuse social tobe moreeffective(McKinsey estimates 1.3trillion in businessvalue)4 Confidential 4/26/2013
    5. 5. Global MarketingJanuary2008Dell alignsorganizationfor successAugust 2006Blog outreachexpanded beyondtech SupportDecember 2006Ratings andreviews launchedon Dell.comJuly 2006Direct2Dell launchedToday Direct2Dell exists inEnglish, Spanish, Norwegian,Japanese and Chinese.February 2006Michael Dell askedWhy don’t we reach out and helpbloggers with tech support issues?January 2007StudioDell launchedDell’s video and podcast site, withhelpful tips and tricks. Eventuallyexpanding this into the YouTubechannel making sharing easier.February 2007IdeaStorm launchedA voting based site allowingcustomers and others tosubmit ideas for Dell.June 2007Dell joined TwitterEmployeeStormlaunchedInternal Blogs Launchedfor Employees.October 2007Michael Dell quoted in BusinessWeekIn response to Jeff Jarvis question aroundwhether companies want to be part of theonline conversation: ”My argument is youabsolutely do. You can learn from them. Youcan improve your reaction time. And you canbe a better company by listening and beinginvolved in that conversation.”November 2007DellShareslaunchedThe first investorrelations blog by apublic company.March 2008Accepted Solutionslaunched on CommunityDell France begins OnlineCommunity OutreachMay 2008Dell Outlet achieved$0.5M in sales via TwitterApril 2008Inside IT launchedBlog focused on businesscustomers, and CloudComputing.June 2008ChannelbloglaunchedJanuary 2009Dell Organizesinto fourcustomerfocusedbusiness unitsSpring 2009Members ofCommunityandConversationsdeployedwithin each ofthe new DellBusiness unitsJune 2009$2M+ Salesvia Twitter2009Dell TechCenterJune 2009Global Twitterrevenues of$6.5 MDecember2009HuffingtonPost BlogMarch2010DelljoinsSinaWeiboinChina2006 2007 2008 2009 2010 2011Altimeterrecognized Dellwith “OpenLeadership Awardfor Innovation andExecution”Social Media &CommunityUniversity (SMaC U)launched5,000 teammembers trained byend of yearB2B pages onFacebookDellnamedthe No.1 mostsocialbrand6 Awards for theSocial Media ListeningCommand CenterJune 2010CAP Days launchedIn-person events for vocalonline customersDecember 2010Social MediaListeningCommandCenter launchedSeven years journey of embedding social to be a betterbusiness62012
    6. 6. Global Marketing7 ConfidentialListening to Be A Better Business,across the Business
    7. 7. Global MarketingDell usestraining forboth riskmitigation andscalingengagement8 Confidential 4/26/2013
    8. 8. Global MarketingUltimately, activate employees to deepen relationshipsand better serve our customer’s needsUnderstandingAwarenessTIMEActionEMPLOYEEBEHAVIORCHANGESMaC ChampionsRewards & Recognition (leaderboards)SocialSMECommand Center, Listening reports &profilesDaily Direction: Amplify contentSkill enhancing classes:Listening for Insights,Writing, Blogging, Influencer relationships,Social Inside Out SpeakerSeries (Charlene Li, ChrisBrogan)Chatter adoptionNEW programs:#DellLove, SOS, ProjectSputnikConfidential9Task oriented portalPolicy (2006)Principles (2010)SMaC University:Certification programrequired for employees onbehalf of DellGovernance portalGlobal Unconferences(US, India, China, Brazil, UK)Internal communications:ExecutiveCouncils, digests
    9. 9. Global Marketing10 ConfidentialEmpowering employees: Social Media & CommunityUniversity4/26/2013PolicyPrinciplesGovernanceTraining & ToolsActivation programs
    10. 10. Global Marketing11Create actionable contentConfidentialContent CreatorConversationalistListenerAdvanced Videos, Blogs, ContentIntermediate Micro blogging, conversationsBasic Listen, take insights into businessParticipationlevelsLowHigh Proficiency Level ActivityEnables employees to engage based on various levels of participation
    11. 11. Global Marketing12Continuing the conversation & riding the bike…Confidential
    12. 12. Global MarketingSocialSME (Subject Matter Experts)Train SME’s to be social thoughtleaders, develop key influencer andcustomer relationships and thrive inrelevant online communitiesValue: Impact Dell’s share ofvoice, sentiment, SEO, solutions andultimately salesIndividual scorecards:Revenue, share of voice, earnedmedia value, SEO and engagementConfidential13 4/26/2013 Credibility Sees Dramatic Changes: Edelman Trust Barometer 2012
    13. 13. Global MarketingSMaC Champions• Ask certified employees to do varioussocial activities on behalf of Dell that speakto their level of interest and expertise• Deepen their social expertise• Portal serves up activities, tracks, rewardand identify the right employees to activateConfidential14 4/26/2013ListeningThank YouSocialDevelopmentEventsAmplifyCommunityServiceinternal external
    14. 14. Global MarketingSMaC Champion portalConfidential15Twitter and Chatterfeed showingteam memberengagement#iwork4dell, @dellhandlesClubs with specifictasks for teammembers to signup
    15. 15. Global Marketing16Closing with final thoughts…1. Employees are key in building some of the lost, but they need cleargovernance, training and processes.2. All employees can use social to be more effective. It may just belistening, but that is critical skill set to get closer to customer.3. Ultimate goal is activate employees and deepen customerrelationships to be a better business.4. Go find your subject matter experts and train them. Customers wantto connect with them.5. Keep track of your rock star employees. You will be pleasantlysurprised.Confidential
    16. 16. Global MarketingIdentify andreward smallcourageoussteps17 Confidential 4/26/2013
    17. 17. Global Marketing18 ConfidentialThank YouQ&A
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