1
Dell - Internal Use - Confidential
Creating a Culture
for Making Business Social
MnSearch Summit
June 27, 2014
2
Dell - Internal Use - Confidential
• Defined Community Manager Role across business functions (2006)
• Pioneered big dat...
3
Dell - Internal Use - Confidential
A journey to optimize content and social.
4
Dell - Internal Use - Confidential
Are you prepared to be a Social Business?
Source: Sprinklr’s Social@Scale ebook
David...
5
Dell - Internal Use - Confidential
Creating a culture that supports Social Content optimization
• People and expectation...
Global Marketing
Dell - Internal Use - Confidential
People and
priorities
7
Dell - Internal Use - Confidential
@AmyHatDell
8
Dell - Internal Use - Confidential
Employee activation via Social Media Certification
9
Dell - Internal Use - Confidential
Social SME program
Empowering Dell’s subject matter experts
10
Dell - Internal Use - Confidential
#SocialExec program
11
Dell - Internal Use - Confidential
LinkedIn
95,000 employees follow Dell’s LinkedIn company page
@JenniferNatDell
12
Dell - Internal Use - Confidential
Dell’s Global Primp Your Profile program
13
Dell - Internal Use - Confidential
Use LinkedIn to showcase your Company Brand
Global Marketing
Dell - Internal Use - Confidential
Encourage
collaboration
(internally and
externally)
15
Dell - Internal Use - Confidential
Dell CAP Days and Social Think Tanks
@Konstanze
16
Dell - Internal Use - Confidential
Dell team member contributions created a need
for a global content calendar
@LPT
Global Marketing
Dell - Internal Use - Confidential
Create
customer-centric
content
18
Dell - Internal Use - Confidential
Make business social across the organization
@CBensen
19
Dell - Internal Use - Confidential
20
Dell - Internal Use - Confidential
Activating Marketing and Sales teams
@HavilahTower
21
Dell - Internal Use - Confidential
Data drives decisions and motivates teams
@BrianMelinat
22
Dell - Internal Use - Confidential
Provide teams with Playbooks
• Brand certification
• List of standardized organic ke...
23
Dell - Internal Use - Confidential
Revising processes for content marketing
@iamnikkideleon
24
Dell - Internal Use - Confidential
Globalizing content
@JanineWegner
Be the change that you wish to see in the world
Ma...
25
Dell - Internal Use - Confidential
Suggestions for embedding social in the fabric of
a company (and optimizing content!...
26
Dell - Internal Use - Confidential
Questions?
Resources
Optimize
by Lee Odden, TopRank Marketing
Revenue Engine
by Stev...
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MnSearch Summit - Session - Connie Benson - Creating A Culture For Making Business Social

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We know that the social channels offer a myriad of opportunities to reach existing and new customers. Imagine a company where participation in social marketing is a requirement for the entire marketing organization.
Dell has increased their social footprint by 60% over the past year by creating a culture around social marketing. Connie will share how Dell is accomplishing the shift of employee participation in social channels from a ‘nice to have’ to a ‘must have’. She will provide best practices for integrating social marketing into the fabric of a company.

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  • https://twitter.com/amyhatdell

    http://www.slideshare.net/dellsocialmedia/unleashing-the-power-of-employee-advocates
  • https://twitter.com/JenniferNAtDell
    http://www.slideshare.net/Dell/your-employees-brand-is-your-company-brand
  • https://twitter.com/Konstanze

    http://www.slideshare.net/Dell/building-brands-builds-relationships
  • https://twitter.com/HavilahTower

    http://www.slideshare.net/dellsocialmedia/activating-employees-as-company-advocates-on-social-media
  • https://twitter.com/BrianMelinat
  • http://www.slideshare.net/Dell/empowering-champions-within-your-organization#

    https://twitter.com/iamnikkideleon
  • https://twitter.com/JanineWegner
  • MnSearch Summit - Session - Connie Benson - Creating A Culture For Making Business Social

    1. 1. 1 Dell - Internal Use - Confidential Creating a Culture for Making Business Social MnSearch Summit June 27, 2014
    2. 2. 2 Dell - Internal Use - Confidential • Defined Community Manager Role across business functions (2006) • Pioneered big data via insights from social monitoring tool data (2008) • Transforming social content marketing @Dell Leading Global Social Content Strategy and Governance Connie Bensen @cbensen #SocialBizology (presently Social Content Strategy)
    3. 3. 3 Dell - Internal Use - Confidential A journey to optimize content and social.
    4. 4. 4 Dell - Internal Use - Confidential Are you prepared to be a Social Business? Source: Sprinklr’s Social@Scale ebook David Armano
    5. 5. 5 Dell - Internal Use - Confidential Creating a culture that supports Social Content optimization • People and expectations – How do you shift expectations to support integrated marketing? • Encourage collaboration – Internally across teams – External events • Shift to customer-centric content – Processes – Tools [noun] Social Bizologist definition: The person responsible for guiding the integration of social into the business functions of an organization.
    6. 6. Global Marketing Dell - Internal Use - Confidential People and priorities
    7. 7. 7 Dell - Internal Use - Confidential @AmyHatDell
    8. 8. 8 Dell - Internal Use - Confidential Employee activation via Social Media Certification
    9. 9. 9 Dell - Internal Use - Confidential Social SME program Empowering Dell’s subject matter experts
    10. 10. 10 Dell - Internal Use - Confidential #SocialExec program
    11. 11. 11 Dell - Internal Use - Confidential LinkedIn 95,000 employees follow Dell’s LinkedIn company page @JenniferNatDell
    12. 12. 12 Dell - Internal Use - Confidential Dell’s Global Primp Your Profile program
    13. 13. 13 Dell - Internal Use - Confidential Use LinkedIn to showcase your Company Brand
    14. 14. Global Marketing Dell - Internal Use - Confidential Encourage collaboration (internally and externally)
    15. 15. 15 Dell - Internal Use - Confidential Dell CAP Days and Social Think Tanks @Konstanze
    16. 16. 16 Dell - Internal Use - Confidential Dell team member contributions created a need for a global content calendar @LPT
    17. 17. Global Marketing Dell - Internal Use - Confidential Create customer-centric content
    18. 18. 18 Dell - Internal Use - Confidential Make business social across the organization @CBensen
    19. 19. 19 Dell - Internal Use - Confidential
    20. 20. 20 Dell - Internal Use - Confidential Activating Marketing and Sales teams @HavilahTower
    21. 21. 21 Dell - Internal Use - Confidential Data drives decisions and motivates teams @BrianMelinat
    22. 22. 22 Dell - Internal Use - Confidential Provide teams with Playbooks • Brand certification • List of standardized organic keywords • Content optimization guidelines • Value proposition messaging
    23. 23. 23 Dell - Internal Use - Confidential Revising processes for content marketing @iamnikkideleon
    24. 24. 24 Dell - Internal Use - Confidential Globalizing content @JanineWegner Be the change that you wish to see in the world Mahatma Gandhi
    25. 25. 25 Dell - Internal Use - Confidential Suggestions for embedding social in the fabric of a company (and optimizing content!) • Integrate social into the workday – Put on your consultant’s hat and ask teams what their pain points are – Translate how content can be optimized and leveraged in social – Help teams understand what to start doing, keep doing and stop doing – Provide resources, training and certification – Create a Center of Excellence with a goal of making social a job requirement – Start with a global intranet site • Encourage collaboration – Use a weekly core team meeting to drive change – Encourage early adopters to share best practices – Share wins with the world and publish the case studies on Slideshare • Create customer-centric content – Data is the hook for getting consistent use of tools – Simplify toolsets to avoid fragmentation in reporting and usage – How can you build a global content calendar? – The tools can guide process revision (use the interest to reverse engineer)
    26. 26. 26 Dell - Internal Use - Confidential Questions? Resources Optimize by Lee Odden, TopRank Marketing Revenue Engine by Steven Woods, CTO Eloqua Rise of the Revenue Marketer by Debbie Qaqish Altimeter Report: Digital Transformation: Why and How Companies are Investing in New Business Models to Lead Digital Customer Experiences
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