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Social Business Imperative Women's President Organization

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Liz Brown Bullock, Director of Social Media & Community, Dell, presents social business landscape and ten tips on how women owned businesses should be strategically using social to be more effective. ...

Liz Brown Bullock, Director of Social Media & Community, Dell, presents social business landscape and ten tips on how women owned businesses should be strategically using social to be more effective. Presented at Women’s President Organization in Dallas, Tx on May 1st, 2013

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  • People are social animals. Businesses are social groups, not machines. What holds these social groups (businesses) together is a collective sense of "purpose", 3. A business without a strong "Purpose-Question" is at a considerable disadvantage.
  • Before video - Ask attendees which social media platforms they are using today?Let’s take a deeper look into this social media revolution. TA Script: “Let’s start the class by watching a video that does a great job of communicating how important social media has become to modern society and business.”[Watch video]“Has anyone ever seen that video before? It’s a great video produced by a company called Socialnomics and they update it every couple of months since the statistics around social media are constantly changing as more and more people get involved.”
  • TA Script:“In fact, more than ever – a company’s brand is influenced by what consumers are saying about it. 25% of search results for the world’s top 20 largest brands are links to user-generated content.Visitors to Facebook and Twitter spend more money on the Web than other Internet users.People are more likely to buy from brands they follow (51% more likely to buy following brands on Facebook. 67% Twitter).We know that word of mouth is the most powerful form of advertising. Well, social media gives each of those mouths a megaphone. A negative customer review on YouTube, Twitter or Facebook can cost a company about 30 customers. That’s not customers just getting a bad impression of us, these are customers that will likely never buy from us again.”
  • 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 QuestionStormGone 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
  • TA Script:“Social media isn’t just a feel-good effort for Dell. We know that it drives true business value across the customer lifecycle. From awareness, to consideration, to demand gen and lead gen, to support, all the way through to loyalty, there is both qualitative and quantitative data that demonstrates the many ways in which social makes a difference.The key to these successes are customer engagement. Whenever we engage with customers in two-way dialogue and build authentic trust-based relationships with them, we reap the benefits in terms leads, sales, order value, customer satisfaction, loyalty, brand sentiment, customer insights and much more.For example, Facebook fans spend more with Dell than non-fans, and this applies as much to B2B segments as it does to B2C. Social allows us to have large wins in the enterprise space like the Illinois Tool Works account, where the customer’s engagement with the Dell Tech Center community allowed us to both identify the opportunity and radically shorten the sales cycle time for an account that was otherwise not engaged with Dell.When we successfully drive customer engagement, we are rewarded with their consideration. Analysis of community activity on sites like Alienware Arena and the Dell Tech Center shows a corresponding spike in revenue whenever customer engagement spikes.”
  • At Dell, we use a tool called Radian6 to listen to customer conversations, but there are also a lot of free services available. Twitter.com/search enables you to see all recent tweets around a particular topic. Google.com/alerts allows you to sign up for daily or weekly email alerts for particular keywords. I’d recommend that each of you set up a weekly google alert tied to your company name at a minimum to listen to what customers and the media are saying about you. Finally, socialmention.com will provide the most robust listening analysis. It allows you to search on particular channels such as blogs, microblogs, video or all social media sites as well as identifying topic sentiment, top keywords, top hashtags and top users of a topic.
  • What Motivates us to Share?Interesting or Insightful Material – People share material because they have found it useful or think others might find it interesting. The motivation is to bring relevant information to those we care about the most. On the other hand people might share content which is relevant for them but not necessarily the recipient. This might be done to show off their knowledge or define themselves.Advocative Sharing – We share to get the word out about causes (or brands) we believe in. Sharing is driven by our desire to maintain and shape relationships with others. Therefore if we are passionate about a cause we would want others to build a relationship with it as well.Social Validation – People share to define themselves to show what they care about and give people a sense of who they are and why they care. For example, some social networkers regularly post updates of their day to day lives. They do this for a sense of importance and because it makes them feel connected and more involved with the world.To Pass on Something Entertaining – We share to bring entertaining content to others. Humour is one of the main reasons why we are sharing content online. Just think of the memorable Old Spice campaign, which was one of the most talked about and shared viral campaigns ever.Duty or Incentive – Using an incentive is a great way to motivate someone to react to your content. This could be in the form of a discount or sale. A good example of this is LoveFilm who have sent free trials to their current customers provided they sign up a friend. They are sharing the discount and the service in exchange for a reward. This is an offline strategy but it works the same online.
  • SPEAKER NOTE: Have attendees open their toolkits to the events checklist
  • Customer Advisory Panel (CAP) Days:The goal for these events is to hold open, honest and collaborative dialogues in person with up to 20 customers at a time who are ranters or ravers online about Dell products.  It provides an opportunity for Dell and participants to build relationships and learn from each other, bring their collective communities and feedback together and have an engaging conversation.  CAP Days is a time for Dell to listen to customers’ feedback first-hand, show off the latest and greatest products, discuss improvements they’ve made to the business and foster a relationship with the group and their social communities. Dell has hosted CAP Days events in the U.S., Canada, Germany, UK and China on topics ranging from laptops to customer support to its enterprise storage offerings.The original CAP Days event had more than 128 million impressions on Twitter. That original group was brought back to Round Rock one year after the first event for a reunion event where Dell shared the progress it had made implementing the suggested changes.  Social Think Tanks:Dell’s Social Think Tanks evolved out of the CAP Days program. However, rather than a dialogue with customers, these are in-person conversations with online influencers covering a particular industry or technology. And rather than a discussion about Dell solutions, the discussion centers on the challenges, opportunities and the future of a particular industry or technology.These events are in person for a group of up to 20 influencers and are moderated by a 3rd party expert such as an analyst or professorDell has held social think tank events on topics such as healthcare, education, small business, cloud computing, and customer support.These events provide an opportunity for Dell to listen and understand key priorities and needs of potential customer base and build relationships with important influencers in the given industry.Dell’s CAP Day & Social Think Tank program has grown from 2 events in 2010 to 5 events in 2011, 20 events in 2012, and 8 events so far in 2013. 
  • AwarenessThe total audience exposed to your owned and earned messagingEx. Monthly gross impressions, followersEngagementThe total level of participationEx. Total interactions, # fan photos/videos, % engaged on page, comments/postsInfluenceHow an information source is deemed relevant, authoritative and credibleEx. # page likes (Fans), external RTs, # of subscribersAdvocacyThe messages, opinions and recommendations about a brandEx. Message delivery, sentiment, recommendations
  • According to ReadWrite Enterprise, “QuestionStormis one of the touchstones of the enterprise social media age.” Launched in 2007, Dell’s QuestionStormis a community site where anyone can submit Questions about improving Dell’s products/services, and allows the community to vote for their favorite submissions. Recently reinvigorated, the redesign supports more robust Questiontion, more prominent member presence and better social sharing. Dell has 28 QuestionStormPartner employees, representing every aspect of our product line, who promote two-way dialogue between Dell and the community, QuestionStormis also used to for customer feedback when Dell is in the process of designing/developing new products. In this situation, Dell puts its own Questions on QuestionStorm, hosting a “Storm Session.” Taking place in real-time, participants join a session to provide feedback on issues/proposed products.
  • DIRECT ATTENDEES TO PAGE 3 IN WORKBOOKBefore you begin engaging on the social web, first think through your social media strategy. Serving as your road map, a social media strategy will help you navigate important social networks, groups, forums and emerging platforms. Additionally, it builds the foundation of your online presence. WHO…are you? Decide how you want to be perceived – who you are and what you stand for – and how you can leverage your expertise and knowledge to build your online reputation.Tip: Write your bios/profiles for the people you serve rather than a recruiter or trying to write to everyone. This will show that you are invested and enjoy what you do rather than appearing to have one foot out the door.  WHAT…is your content and engagement strategy?Determine topics and subject matter that you can speak on as an expert that offers valuable content and delivered in an authentic way.Ask: What publications do you already read? You can share interesting articles from those publications rather than always trying to create unique content.  WHY…are you engaging and participating in social media?List the objectives you want to achieve and think about how your social media activities will impact your role at Dell and the brand. WHERE… will you engage in the social space?Select the best social media channels and platforms to participate in by understanding where customers, influencers and the industry are the most active.

Social Business Imperative Women's President Organization Social Business Imperative Women's President Organization Presentation Transcript

  • Social Business ImperativeLiz Brown Bullock, Director Social Media & Community, Dell@lizbbullockLiz Brown Bullock (LinkedIn)#WPO
  • Global MarketingBusiness issocializingwithpurpose2 Confidential 5/2/2013Graphic thanks to Gapingvoid.com Hugh MacLeod
  • Global MarketingThis discussion will cover…Social Medialandscape andbusiness valuePlanning: 10 tipsto implement inyour business tobe moreeffectiveConfidential3
  • Global MarketingWhat is social media?• Any tool or service that uses Internet tofacilitate conversations• Words, pictures, video, audio, experiences,observations, opinions, news and insights• Connections and collaborations betweenfriends, peers, and influencers• The redistribution of influence• An opportunity and privilegeConfidential4Social Media definition thanks to Brian Solis, “Engage!”
  • Global MarketingThe Social Media Revolution5Video Thanks to Erik QualmanSource: http://www.youtube.com/watch?v=0eUeL3n7fDs&feature=related
  • Global MarketingPower of social mediaMore than ever – a company’sbrand is influenced by whatconsumers are saying about thebrandHow companiesmarket, sell to andsupport theircustomers ischanging…25% of search resultsfor the world’s top20 largest brands arelinks to user-generated content(Socialnomics, ’09)80% of consumersresearch productsonline every week(2012 Consumer Views of LiveHelp Online, A GlobalPerspective, Oracle)CEO’s predict social media willbecome #2 way to engage withcustomers, pushing past websitesand call centers.. (IBM CEO Study 2012)Confidential6
  • Global MarketingCustomers want to interact• 93% of Americans believe a companyshould have a social media presence• 85% believe a company should beactive with customers in social media• 56% feel a stronger connection withcompanies they interact within insocial mediaConfidential7 5/2/2013Source: Cone Research of 1000+ Americans, September 2008
  • 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 2007QuestionStormlaunchedA voting based site allowingcustomers and others tosubmit Questions 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 betterbusiness82012
  • Global MarketingWhere is theROI BusinessValue ofSocial Media10
  • Global MarketingSocial Media creates business value for DellConfidential11Touches allBusiness• B-to-C, B-to-B• Marketing & Brand, Awareness, Demand Gen, Sales, Support, Loyalty,Conversion, Quality, Competitive Insight, etc.EngagementdrivesRevenue• Social engagement drives dell.com traffic and higher conversion• Dell Community members spend more with Dell• Benefits across full customer lifecycle• Listening delivers new leads and salesAdditionalValue• Optimized Costs & Process Improvements:• Customer driven innovation, Support, Early Warning System, Marcom Efficiency,Enhanced business intelligence on competitors, acquisitions, etc.• Improvements in Health of Business by becoming a trusted advisor
  • Global Marketing• Insight: Social media improvesDell’s reach and share of voice• Insight: Social Media provides thehighest ROI demand gen vehicle• Insight: SM keeps customersengaged, provides solutionsand improves loyalty• Insight: Social media basedsupport improves sentimentand correlates with higherrevenue• Insight: Established causalitybetween social media activityand purchaseImpact through customer lifecycle
  • Global MarketingPlanning13 Confidential 5/2/2013
  • Global MarketingYour social strategy needs as much forethought as anyother business processConfidential14 5/2/20131. Planning2. Listening3. Engaging4. MeasuringIdea 1: Write up a planAccording to CRM industryanalyst, Brent Leary:“Strategic users are almost3xs more likely to executeactivities for engaging prospectsthan informal users (53% vs. 19%)”Source: Brent Leary’s Strategically Social: 5 Keys to Becoming a Social Business
  • Global MarketingQuestions to Ask in the Planning Stage:• What are the organizations’ goals?• What is the business plan?• What is the current relationship with our customers?• What is the relationship we want with our customers?How does social media support these goals?Idea 2: Tie social media to your business and customer objectivesConfidential15 5/2/2013I think it starts with understanding what the organization’s goalsare…part of the problem is that too many people want to jump into aFacebook “strategy” or a Twitter “strategy” – Shel HoltzSource: Shel Holtz: http://labs.openviewpartners.com/shel-holtz-talks-content-and-social-strategies/
  • Global MarketingFoundation of social strategy: Focus on Value DriversValue to Customers Value For DellSocial connections meet variety of needsacross customer segments, and enablecustomers to …Social connections create potential for tangibleimpact against Dell’s key value drivers …• Retention• Profitability• Brand awareness• Lead generation• Net Promoter Score• Support• Sales and marketing• Unique visitors• Visits/page views• Indirect R&D savingsDeepen connectionsbased on shared interestsExpress themselvesReceive exclusiverewards & recognitionGet advice & validationabout decisionsSolve a specific problem(theirs or someone else’s)Marketing SpendEfficiencyTrafficCustomer Lifetime ValueCost SavingsCustomer Insights DriveInnovation
  • Global MarketingDell’s social strategy:Confidential17 5/2/2013• Embed social in the fabric of the company, deepen customer relationships as abetter way to do business• 8,000+ certified Dell team members
  • Global MarketingListening18 Confidential
  • Global MarketingQuestions to Ask in the Listening StageIdea 3: Identify and target your community• Any social strategy first begins with listening to feed & inform your strategicplan• Listening should be for conversations about the company, product(s),category, competitors and the industry• By listening, you gain insights on what people are talking about & how theytalk about companies and products– What are people saying about your brand?– What are the popular topics about your brand?– Who are the advocates, detractors and influencers in your industry?– Where are the conversations happening?Confidential19 5/2/2013
  • Global MarketingDell’s Social Media Listening Command Center25,000 posts a day
  • Global MarketingWhat the heck is a #hashtag?!?• Relevant keyword or phrase prefixed with the symbol# (no spaces)• Objective: categorize on common topics & allowssearch• Searching by hashtag, allows you to see allconversations• Hashtags are extremely popular at events. It allowslikeminded folks to connect, plus share conferenceinsights to the outside worldReminders:• Before you publish a new hashtag, check & see if it isbeing used• Keep it short! Only 140 characters in Twitter• Publish out your hashtag everywhere before eventsConfidential22 5/2/2013
  • Global Marketing23Listening to conversations: Twitter searchConfidential
  • Global Marketing24Listening to conversations: Google.com/AlertsConfidential
  • Global Marketing25Listening to conversations: Socialmention.comConfidential
  • Global MarketingFish wherethe fishare…26 Confidential
  • Global MarketingWhere? Broad use social media platformsConfidential27
  • Global MarketingLet’s startengaging…28 Confidential 5/2/2013
  • Global MarketingEngagement pyramidConfidential29 5/2/2013
  • Global MarketingStandard conversation values for engagement:• Authentic• Personal• Transparent• Inclusive• Honest• Conversational• EducationalIt’s not just about being outthere and participating, it’sabout being authentic andbringing valueConfidential30 5/2/2013
  • Global MarketingEngagement Questions to get started…Twitter• ReTweet relevant, useful content and provide comment• Reply promptly• Twitter events with hashtag #WPOLinkedIn• Provide status update• Share business relevant contentBlogs• Post a comment on relevant blogsSlideshare• Upload most recent, relevant presentation• Tweet, LinkedIn, Google+ that you uploaded presentation with link to shareConfidential31 5/2/2013
  • Global MarketingThanking Customers #DellLoveSurprise & delight our customers to create memorable experiences• Weekly videos created to thank customers• Ability to answer questions or offer Product Recommendations• 200+ videos created to date with 4MM+ reach• http://www.youtube.com/watch?v=En5putiBDTgConfidential32 5/2/2013“By creating this video to thank me, Dell hassuccessfully evangelized itself … I will go onand on about this incident anytimesomeone talks to me about Dell or seeksmy advice while buying a computer. And soI act as an evangelist for Dell which canpossibly get them more business.”– Social Paparazzi, HappyMarketer.com
  • Global MarketingDevelopcompellingcontent andmake itshareableSource: http://blog.hubspot.com/blog/tabid/6307/bid/14353/60-of-Social-Media-Messages-are-Links-to-Published-Content-Data.aspxConfidential33
  • Global MarketingContent rules – 80/20• People more likely to do business with a friend• You need to make friends to influence people• Follow 80/20 rule: 80% to support others and20% self promotion• Being real on social media makes 80% targeteasy to reach• When you share a great article or blogpost, use their twitter nameConfidential34 5/2/2013
  • Global MarketingIdentifying good content to share:• Idea 5: Follow @lizstrauss (twitter)– What publications do you already read?› Follow their Twitter account– Follow customers, partners and your industrythought leaders– Follow industry experts and thought leaders insocial media– Stay up to date with industry blogsConfidential35 5/2/2013
  • Global MarketingSign up for an RSS ReaderVarious options:• Google Reader closing 7/31• NetVibes• NewsBlur• The Old Reader• FeedlyConfidential36 5/2/2013
  • Global MarketingOnline curated sites for relevant content:Idea 6: Vary your content and keep target audience in mindLionel Menchaca’s, Dell’s Chief Blogger, recommendation:techmemeGuy Kawasaki recommendations:Smartbrief (customize industry topicsfor daily top stories via email)Stumbleupon (customized by yourinterests includes photography)Alltop (top stories by popular media)My recommendation:LinkedIn Today@LinkedInToday (twitter)Confidential37 5/2/2013
  • Global MarketingSchedule posts via BufferApp.com• Buffer: Available forTwitter, Facebook &LinkedInConfidential38
  • Global MarketingCustomer ExperienceSocial Outreach team formed in 2006• Tech support experts were then hand-selected for their tech problem-solvingexpertise and superior interpersonal skills• On average team addresses 3,000 posts aweek in 11 languages– 98% resolution rate– 45% ranters to ravers conversion– Team proactively developing helpfulcontent based listening and engagements• Idea 7: Listen to your customers todetermine relevant content needsConfidential39 5/2/2013
  • Global MarketingIncreasefans &followers40 Confidential 5/2/2013
  • Global MarketingIncreasing fans and followers:• Idea 8: Adopt a relationship mindset. Just as you do withyour friends, engage fans and followers in meaningful ways– Keep asking questions– Create virtual projects› Brainstorming for a campaign or raising $$ for disaster relief– Celebrate follower activities & achievements– Add value› Give sneak peeks, exclusive content and special promotions– Complete the circle› Tie off the communication: Thank them for reaching out and ask ifyou can be of additional assistanceConfidential41 5/2/2013
  • Global MarketingBuild stronger relationships by bridging social & in-person• Idea 9: Take advantage of in-person interaction to deepen relationships• Events are powerful opportunities to build relationships• Recommended tools: Twitter & Slideshare– Offer inside access by “live-tweeting” during the event & use hashtag– Join conversations to share your thoughts and opinions– Connect with influencers attending or covering the event– Post-event, share presentations on SlideshareConfidential42
  • Global MarketingDell’s CAP Days & Social Think TanksCustomers giving feedback on Dell’s business Dell facilitating topic-based discussions &brainstorms with influencers not customersOutside In Inside OutCustomerFeedbackCustomerFeedbackCustomerFeedbackCustomerFeedbackInfluencerDialogueInfluencerDialogueInfluencerDialogueInfluencerDialogue
  • Global MarketingMeasuring44 Confidential 5/2/2013
  • Global Marketing45No single measurement for social mediasuccess• Idea 10: Select key performance indicators based on your objectivesConfidentialInfluenceEx. # page likes,/shares, externalRTs, # of subscribersAwarenessEx. Monthly gross impressions, #of fans/followersAdvocacyEx. Message delivery, sentiment,recommendationsEngagementEx. Total interactions, # fanphotos/videos, % engaged onpage, comments/posts
  • Global MarketingIdeaStorm & Storm SessionsLaunched in 2007 to provide customers withavenue to share Questions onproducts, services and operations• 60,000+ User Accounts• 18,000+ Questions• 739,000+ Votes• 97,000+ Comments• 520 Questions ImplementedMost recently supported new productlaunch (Project Sputnik) to address newtarget audience (developers)• Ideastorm members 50% higher inrevenue vs. non members• Purchase Frequency 33% higherConfidential46 5/2/2013
  • Global MarketingTop Ten Ideas:Idea 1: Write up a planIdea 2: Tie social media to your business and customer objectivesIdea 3: Identify and target your communityIdea 4: Sign up for free Listening tools if you haven’t already…Idea 5: Follow @Lizstrauss (twitter) for content inspirationIdea 6: Vary your content and keep target audience in mindIdea 7: Listen to your customers to determine relevant content needsIdea 8: Adopt a relationship mindset. Just as you do with your friends, engage fans andfollowers in meaningful waysIdea 9: Take advantage of in-person interaction to deepen relationshipsIdea 10: Select key performance indicators based on your objectivesConfidential47 5/2/2013
  • Global MarketingTop Ten Questions Executive should ask:Question 1: How will social support my business goals?Question 2:What is the conversation volume and sentiment about my business, products or services?Question 3: Which online communities are important to my business and is my team involved inthose conversations?Question 4: Are there other technology conversations taking place that my team should be a part ofand if so where?Question 5:Are there specific content gaps or customers questions that aren’t getting addressed?Question 6: Who are my industry’s Influencers?Question 7: Which of my customers are online?Question 8: Am I connected with our most important customers online?Question 9: Have I identified subject matter experts on my team to connect with those influencers?Question 10: Am I taking advantage of customer feedback and insights via social media?Confidential48 5/2/2013
  • Global MarketingDon’t forgetabout yourpersonalbrand49 Confidential
  • Global Marketing50“Transparency, vision and open communication are key to greatleadership. Social media plays such an influential role in shapinga company’s brand image.What’s more, customers expect to hear from the executiveleadership team on social media channels, as a direct way toconnect and engage with the brands they love..”Aman Singh, Editorial Director, CSRwire
  • Global MarketingWHO are you?Decide perception framework and how to build your online reputationWHY are you engaging and participating in social media?Objectives to achieve and how social activities will impact your Dell roleWHERE will you engage in the social space?Understand where customers, influencers and industry are most activeWHAT is your content and engagement strategy?Determine topics and subject matter that you can speak on as an expertEvery action needs to align to your personal brandConfidential51 Confidential51
  • Global MarketingMake time for social media52 Confidential• Add 30 minutes to your calendar 2x a week tolisten or engage in social media• Don’t go overboard – just start with 1-2 platforms• Download social applications to your phone• Find a social media mentor• After a customer meeting, thank the customer insocial media• Use relevant hashtags to connect with eventattendees, speakers, etc.
  • Global MarketingWhen you rock, the world pays attention…Confidential53 5/2/2013Graphic thanks to Gapingvoid.com Hugh MacLeod
  • Global Marketing54 Confidential 5/2/2013Thank YouQ&A