Achieve Buy In At All Levels: Creating Brand Ambassadors
•Download as PPTX, PDF•
0 likes•2,853 views
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
Recommended
Recommended
More Related Content
More from Liz Bullock
More from Liz Bullock (8)
Recently uploaded
Recently uploaded (20)
Achieve Buy In At All Levels: Creating Brand Ambassadors
- 1. Achieving Buy In On All Levels: Creating Brand Ambassadors Liz Bullock, Director Social Media & Marketing Liz Brown Bullock (LinkedIn) @lizbbullock #smssummit
- 2. Global Marketing Employees are key ingredient for success in this new modern world: More than ever – a company’s brand is influenced by what consumers are saying about the brand A person like you (everyday employee) is 2x trusted vs. Chief Executive (Edelman Trust Barometer, ‘13) Confidential2 90% trust recommendations from people they know. 70% trust consumer opinions posted online. 14% trust advertising (Nielsen, 2009) How companies market, sell to and support their customers is changing… What roles do employees play in this transformation? How do you support them?
- 3. Global Marketing Employees are key in building some of the trust lost… 3 Confidential 4/26/2013
- 4. Global Marketing Employees can use social to be more effective (McKinsey estimates 1.3 trillion in business value) 4 Confidential 4/26/2013
- 6. Global Marketing January 2008 Dell aligns organization for success August 2006 Blog outreach expanded beyond tech Support December 2006 Ratings and reviews launched on Dell.com July 2006 Direct2Dell launched Today Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese. February 2006 Michael Dell asked Why don’t we reach out and help bloggers with tech support issues? January 2007 StudioDell launched Dell’s video and podcast site, with helpful tips and tricks. Eventually expanding this into the YouTube channel making sharing easier. February 2007 IdeaStorm launched A voting based site allowing customers and others to submit ideas for Dell. June 2007 Dell joined Twitter EmployeeStorm launched Internal Blogs Launched for Employees. October 2007 Michael Dell quoted in Business Week In response to Jeff Jarvis question around whether companies want to be part of the online conversation: ”My argument is you absolutely do. You can learn from them. You can improve your reaction time. And you can be a better company by listening and being involved in that conversation.” November 2007 DellShares launched The first investor relations blog by a public company. March 2008 Accepted Solutions launched on Community Dell France begins Online Community Outreach May 2008 Dell Outlet achieved $0.5M in sales via Twitter April 2008 Inside IT launched Blog focused on business customers, and Cloud Computing. June 2008 Channel blog launched January 2009 Dell Organizes into four customer focused business units Spring 2009 Members of Community and Conversations deployed within each of the new Dell Business units June 2009 $2M+ Sales via Twitter 2009 Dell TechCenter June 2009 Global Twitter revenues of $6.5 M December 2009 Huffington Post Blog March 2010 Dell joins Sina Weibo in China 2006 2007 2008 2009 2010 2011 Altimeter recognized Dell with “Open Leadership Award for Innovation and Execution” Social Media & Community University (SMaC U) launched 5,000 team members trained by end of year B2B pages on Facebook Dell named the No. 1 most social brand 6 Awards for the Social Media Listening Command Center June 2010 CAP Days launched In-person events for vocal online customers December 2010 Social Media Listening Command Center launched Seven years journey of embedding social to be a better business 6 2012
- 7. Global Marketing7 Confidential Listening to Be A Better Business, across the Business
- 8. Global Marketing Dell uses training for both risk mitigation and scaling engagement 8 Confidential 4/26/2013
- 9. Global Marketing Ultimately, activate employees to deepen relationships and better serve our customer’s needs Understanding Awareness TIME Action EMPLOYEEBEHAVIORCHANGE SMaC Champions Rewards & Recognition (leaderboards) SocialSME Command Center, Listening reports & profiles Daily Direction: Amplify content Skill enhancing classes: Listening for Insights, Writing, Blogging, Influenc er relationships, Social Inside Out Speaker Series (Charlene Li, Chris Brogan) Chatter adoption NEW programs: #DellLove, SOS, Project Sputnik Confidential9 Task oriented portal Policy (2006) Principles (2010) SMaC University: Certification program required for employees on behalf of Dell Governance portal Global Unconferences (US, India, China, Brazil, UK ) Internal communications: Executive Councils, digests
- 10. Global Marketing10 Confidential Empowering employees: Social Media & Community University 4/26/2013 Policy Principles Governance Training & Tools Activation programs
- 11. Global Marketing11 Create actionable content Confidential Content Creator Conversationalist Listener Advanced Videos, Blogs, Content Intermediate Micro blogging, conversations Basic Listen, take insights into business Participationlevels Low High Proficiency Level Activity Enables employees to engage based on various levels of participation
- 12. Global Marketing12 Continuing the conversation & riding the bike… Confidential
- 13. Global Marketing SocialSME (Subject Matter Experts) Train SME’s to be social thought leaders, develop key influencer and customer relationships and thrive in relevant online communities Value: Impact Dell’s share of voice, sentiment, SEO, solutions and ultimately sales Individual scorecards: Revenue, share of voice, earned media value, SEO and engagement Confidential13 4/26/2013 Credibility Sees Dramatic Changes: Edelman Trust Barometer 2012
- 14. Global Marketing SMaC Champions • Ask certified employees to do various social activities on behalf of Dell that speak to their level of interest and expertise • Deepen their social expertise • Portal serves up activities, tracks, reward and identify the right employees to activate Confidential14 4/26/2013 Listening Thank You Social Development Events Amplify Community Service internal external
- 15. Global Marketing SMaC Champion portal Confidential15 Twitter and Chatter feed showing team member engagement #iwork4dell, @dell handles Clubs with specific tasks for team members to sign up
- 16. Global Marketing16 Closing with final thoughts… 1. Employees are key in building some of the lost, but they need clear governance, training and processes. 2. All employees can use social to be more effective. It may just be listening, but that is critical skill set to get closer to customer. 3. Ultimate goal is activate employees and deepen customer relationships to be a better business. 4. Go find your subject matter experts and train them. Customers want to connect with them. 5. Keep track of your rock star employees. You will be pleasantly surprised. Confidential
- 17. Global Marketing Identify and reward small courageous steps 17 Confidential 4/26/2013
- 18. Global Marketing18 Confidential Thank You Q&A
Editor's Notes
- 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 dell.com 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!