Creating and ExecutingA Social Media Strategy -WorkshopStephen Jio, Dell - @stephenjatdell2nd Annual Middle East Social Me...
Workshop:                                                 What to expect    •    Open discussion and collaboration    •   ...
Dell & Social Media:    Our journey3     @stephenjatdell      © 2012 - Dell
Dell’s Social Media & Community History4   @stephenjatdell                  © 2012 - Dell
Where Dell uses Social MediaProduct Development            Marketing           Communication• Feedback Loop          • Dem...
Social Media:    Where do you start?6     @stephenjatdell     © 2012 - Dell
Let’s start by    defining what Social    Media means…               to YOU                           Courtesy of http://w...
Social Media:                      The exchanging of ideas                      between dynamic                      commu...
Social MediaStrategy:“Think before youjump”9   @stephenjatdell   © 2012 - Dell
Social Media StrategySummary - Build and Execute your strategy1. Identify what you want to achieve with Social Media2. Bud...
Dell - Social Media Strategy               What are the greatest internal challenges preventing your deployment or        ...
Brand Reputation                           Customer Stories           Listening                Feedback                   ...
…a paradigm shift is needed                                                               Survey:                         ...
Budget:                                              Things to consider                                              when ...
Platform(s)?:                       Which Social Media                       platforms to get                       involv...
Courtesy of Econsultancy – Middle East and North                       Africa Digital Consumer Report - published Oct 2011...
Social Media: Brand Adoption                                   Likes                       Followers17   @stephenjatdell  ...
Middle East                       Courtesy of Econsultancy – Middle East and North                       Africa Digital Co...
Social Media Strategy – Sponsorship• Buy-in from Executives is critical                                  Courtesy of http:...
SOCIAL ALERT!:You receive a unprompted negative postwithout a lot of context around it       I don’t think she likes      ...
SLAs      Tactical Execution:                                     Agency or        Budget                       Employees?...
Tactical Execution:                         Paid, earned or                         owned content?                       C...
Paid Media:                       Examples are                       advertising,                       sponsorship…23   @...
Owned Media:                       Examples are website,                       pdfs, YouTube video…24   @stephenjatdell   ...
Earned Media:                       Examples are word of                       mouth, journalist                       rev...
Shared Media:                       Examples are                       Facebook, Twitter and                       YouTube...
SOCIAL ALERT!: Your company Facebook page has a comment from a follower using            Something’s foul here! unacceptab...
Train your Staff:Empower youremployees in SocialMedia28   @stephenjatdell   © 2012 - Dell
Employees are your best social advocates                   Empower Employees:• Make your Social policy available to all Em...
Publish your                                    Principles:                                    Live by them               ...
Execute your                                                   strategy:                                                  ...
Listening:                       What is the                       Community saying32   @stephenjatdell      Dell Global L...
Listening:Why we do itSocial Media helps Dell inachieving their purpose of:“Delivering technologysolutions that enablepeop...
Why You NEED to Listen                   Customer Stories                                         Listening:Peer to Peer I...
Listening Tools:• Helps you hone in on      Listening, publishing  subject matter that you   and work flow  want to focus ...
•        You need to know what is being                                                     Why Listen:         said about...
SOCIAL ALERT!:     Product Recall           Proactive or Reactive?     Your brand has to do a     recall because of     he...
Mass Social MediaEngagement:                                                                             MarketCollaborati...
Courtesy of Econsultancy – Middle East and North                       Africa Digital Consumer Report - published Oct 2011...
•     Engagement doesn’t mean                Engagement:      responding to everything!              Food for thought•    ...
#FAIL:     Think before Tweet • When you tweet for   a company you are   the company                          #&@&ig • Why...
SOCIAL ALERT!:     Damage Control             You’ve been                                tweetjacked!     A campaign to ta...
Taking a First Step:•     Making a connection with a        Building a Community      community builds trust•     Communit...
Engagement:     A tool to see how you     are doing     http://dellsociallistening.com/44     @stephenjatdell             ...
Opportunity                       http://assets.econsultancy.com/images/0001/8128/Social_media_maturity_1.png45   @stephen...
Opportunity: Social Integration in the Business46   @stephenjatdell     © 2012 - Dell
Key Influencers: Meet-ups can build relationships• Reach out to influential Social engagers     – Customer Advisory Panel•...
Trade Secrets: Community Sharing• Sharing best practice between  companies• Using Twitter keeps it focused48   Confidentia...
SOCIAL ALERT!:                                      I heard you the firstYour company Facebook page has        timeposted ...
ProductDevelopment:Crowdsourcing• IdeaStorm introduced 2007• Over 16,000 idea submitted• >470 implemented• EmployeeStorm f...
Brand Association: Align with high profile partnersLeveraging Social Media• Promote social causes• Increase visibility rea...
Marketing:Social ProductIntegration• MTV EMA Awards – Red Carpet• Over 1,000 fans had their picture taken on  the red carp...
Marketing:LinkedIn is a SocialOpportunity• LinkedIn company page• Over 275k followers• Recruitment and merchandising produ...
Communication:Shareable RichContent• Product launch teasers, customer stories,  product reviews, interviews, press  confer...
Voice of the     Community:     Ratings & Reviews• Over 100,000 reviews from  customers• Customers recommend to other  cus...
Voice of the     Community:     Q&ACommunity Wiki• Users post questions and  Community answers      – Leverage rich commun...
SOCIAL ALERT!:                                       You look familiar… One of your employees has begun to post positive a...
Customer Service:      Reaches beyond the      ‘one to one’• Proactively reach out to customers• Integrating efforts with ...
Sales:Social Offers• Creating compelling offers – based on  engagement with community• 1.5 million followers on Dell Outle...
Groupon:Swarm Offers• Group buying – on Facebook     – Unique limited offer     – Group discounts – get better with when  ...
SOCIAL ALERT!:                                       That’s not me! An Twitter impersonation account of your company has p...
Measure: How do you define success in Social Media?62   @stephenjatdell   © 2012 - Dell
KPIs:• Brand Health –                                    How we measure up  Net Promoter Scores, Social Net Advocacy      ...
Survey:The most importantmetrics in assessingSocial Media…                       Resource: Econsultancy -The State of Soci...
Qualitative Results:                       Numbers do not tell                       the whole story65   @stephenjatdell  ...
SOCIAL ALERT!:You receive a unprompted complimenton Twitter                            You’re making me                   ...
Final Words: Sometimes your Social Media efforts ‘earn’ you things that can’t be measured…67   @stephenjatdell      © 2012...
Thank you!                       @stephenjatdell68   @stephenjatdell                     © 2012 - Dell
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Create and execute a Social Strategy - Workshop

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2nd Annual Middle East Social Media Marketing conference, Dubai, UAE - May 15, 2012

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  1. 1. Creating and ExecutingA Social Media Strategy -WorkshopStephen Jio, Dell - @stephenjatdell2nd Annual Middle East Social Media Marketing Conference, Dubai – May 14, 2012
  2. 2. Workshop: What to expect • Open discussion and collaboration • Sharing some of Dell’s best practices • Building a framework strategy • Looking at Social Media in a holistic manner • Quick thinking scenarios • Putting it all together!2 @stephenjatdell © 2012 - Dell
  3. 3. Dell & Social Media: Our journey3 @stephenjatdell © 2012 - Dell
  4. 4. Dell’s Social Media & Community History4 @stephenjatdell © 2012 - Dell
  5. 5. Where Dell uses Social MediaProduct Development Marketing Communication• Feedback Loop • Demand Forecast • Rich Media• Early Warning • Lead Generation • Brand Reputation• New Product • Message Reach • Influence Ideation • Reputation Sales Customer Service Online Presence• Leads• Collaboration • Listening • Ratings & Reviews• Thought Leadership • Support Widgets • Communities• Blogs • Outreach • Customer Stories © 2012 - Dell
  6. 6. Social Media: Where do you start?6 @stephenjatdell © 2012 - Dell
  7. 7. Let’s start by defining what Social Media means… to YOU Courtesy of http://www.theconversationprism.com/7 @stephenjatdell © 2012 - Dell
  8. 8. Social Media: The exchanging of ideas between dynamic communities enabled through the technology of ever-evolving tools Direct2Dell8 @stephenjatdell © 2012 - Dell
  9. 9. Social MediaStrategy:“Think before youjump”9 @stephenjatdell © 2012 - Dell
  10. 10. Social Media StrategySummary - Build and Execute your strategy1. Identify what you want to achieve with Social Media2. Budget for scalability with Sponsorship from Executives3. Train your Staff for best practise engagement BUILD4. Listen first to what is being said, understand your Customer5. Engage and be part of the conversation and the solution6. Opportunity is there in all elements of your business EXECUTE7. Measure your results10 @stephenjatdell © 2012 - Dell
  11. 11. Dell - Social Media Strategy What are the greatest internal challenges preventing your deployment or expansion of listening and engagement initiatives? Based on 200 US Marketers Source commissioned study conducted by Forrester for Dell 06/1111 @stephenjatdell © 2012 - Dell
  12. 12. Brand Reputation Customer Stories Listening Feedback Identify: Conversation What do YOU want from YOUR Social Offers Transactions Media efforts? eVouchers Shareable Content Campaigns CRM Viral Content Demand Generation Potential Issues Support Important Announcements Competition Buzz12 @stephenjatdell © 2012 - Dell
  13. 13. …a paradigm shift is needed Survey: What companies are using Social Media for Resource: Econsultancy -The State of Social Report 201113 @stephenjatdell © 2012 - Dell
  14. 14. Budget: Things to consider when you build your • Staff or Agency management budget • Training of Staff/Agency • Paid media and advertising • Agency creative work • Integration into business process • Promotional considerations • Infrastructure • What other factors are there?14 @stephenjatdell © 2012 - Dell
  15. 15. Platform(s)?: Which Social Media platforms to get involved in15 @stephenjatdell © 2012 - Dell
  16. 16. Courtesy of Econsultancy – Middle East and North Africa Digital Consumer Report - published Oct 201116 @stephenjatdell © 2012 - Dell
  17. 17. Social Media: Brand Adoption Likes Followers17 @stephenjatdell © 2012 - Dell
  18. 18. Middle East Courtesy of Econsultancy – Middle East and North Africa Digital Consumer Report - published Oct 201118 @stephenjatdell © 2012 - Dell
  19. 19. Social Media Strategy – Sponsorship• Buy-in from Executives is critical Courtesy of http://goodsocialcents.com/2010/09/dilbert-infographics-social-media/19 @stephenjatdell © 2012 - Dell
  20. 20. SOCIAL ALERT!:You receive a unprompted negative postwithout a lot of context around it I don’t think she likes us!What do you do?20 @stephenjatdell © 2012 - Dell
  21. 21. SLAs Tactical Execution: Agency or Budget Employees? Knowledge Dependability Resourcing Trust Creative Consistency21 @stephenjatdell © 2012 - Dell
  22. 22. Tactical Execution: Paid, earned or owned content? Courtesy of http://desticorp.typepad.com/desticorp/2011/02/the- essence-of-social-media-in-one-graphic.html22 @stephenjatdell © 2012 - Dell
  23. 23. Paid Media: Examples are advertising, sponsorship…23 @stephenjatdell © 2012 - Dell
  24. 24. Owned Media: Examples are website, pdfs, YouTube video…24 @stephenjatdell © 2012 - Dell
  25. 25. Earned Media: Examples are word of mouth, journalist reviews…25 @stephenjatdell © 2012 - Dell
  26. 26. Shared Media: Examples are Facebook, Twitter and YouTube interaction26 @stephenjatdell © 2012 - Dell
  27. 27. SOCIAL ALERT!: Your company Facebook page has a comment from a follower using Something’s foul here! unacceptable language in their thread. What do you do?27 @stephenjatdell © 2012 - Dell
  28. 28. Train your Staff:Empower youremployees in SocialMedia28 @stephenjatdell © 2012 - Dell
  29. 29. Employees are your best social advocates Empower Employees:• Make your Social policy available to all Employees Provide Social Media• Train and certify Employees (and Agencies), to engage training• Reinforce transparency in all engagement even personal• Provide internal social network as sandbox• Coordinate closely with external communications29 @stephenjatdell © 2012 - Dell
  30. 30. Publish your Principles: Live by them What are YOUR Social Principles?30 @stephenjatdell © 2012 - Dell
  31. 31. Execute your strategy: Listen, Listening Engage, Opportunity Engaging “Engaging in honest, direct conversations with Opportunity customers and stakeholders is a part of who we are, who we’ve always been. The social web amplifies our opportunity to listen and learn and invest ourselves in two-way dialogue, enabling us to become a better company with more to offer the people who depend on us.” - Michael Dell31 @stephenjatdell © 2012 - Dell
  32. 32. Listening: What is the Community saying32 @stephenjatdell Dell Global Listening Command Centre © 2012 - Dell
  33. 33. Listening:Why we do itSocial Media helps Dell inachieving their purpose of:“Delivering technologysolutions that enablepeople everywhere to growand thrive.”33 @stephenjatdell © 2012 - Dell
  34. 34. Why You NEED to Listen Customer Stories Listening:Peer to Peer Influence 26,000 posts daily Sales Lead Generation about Dell Support Brand Reputation Comments Instant FeedbackProduct Evaluation Potential Issues Queries on Product/Services34 @stephenjatdell © 2012 - Dell
  35. 35. Listening Tools:• Helps you hone in on Listening, publishing subject matter that you and work flow want to focus on• Can perform intelligence in understanding the tone of the conversation• Provides workflow integration• Reporting capabilities 35 @stephenjatdell © 2012 - Dell
  36. 36. • You need to know what is being Why Listen: said about you They are talking• Listen (monitoring) about your Brand! • to see what is being said• Analyse the impact • is it a once-off comment or a trend• Influence • How can you change the attitude, not necessarily through direct engagement Courtesy of WSI – http://www.wsidigitalmarketing.com - published 201036 @stephenjatdell © 2012 - Dell
  37. 37. SOCIAL ALERT!: Product Recall Proactive or Reactive? Your brand has to do a recall because of health hazard due to mispackaged product How would you leverage your social channels?37 @stephenjatdell © 2012 - Dell
  38. 38. Mass Social MediaEngagement: MarketCollaboration atmultiple levels External Community External Community Direct2Dell Community Hosted External Communities External Community Support Community Mastery & Use Affinity Ideation Extranets External Topical Experts Internal Internal Networks / Enterprise Workgroups38 @stephenjatdell © 2012 - Dell Collaboration
  39. 39. Courtesy of Econsultancy – Middle East and North Africa Digital Consumer Report - published Oct 201139 @stephenjatdell © 2012 - Dell
  40. 40. • Engagement doesn’t mean Engagement: responding to everything! Food for thought• Do not use to neutralise or argue a dissenting opinion• Let the community respond; trust the community• Engage in conversations that are already happening, BUT LOOK FOR LANDMINES• Be prompt, Social Media moves quicker than any other channel of communication…and don’t Tweet when you’re in a badmood40 @stephenjatdell © 2012 - Dell
  41. 41. #FAIL: Think before Tweet • When you tweet for a company you are the company #&@&ig • Why training is so important • Forget the delete button – once its posted, its permanent41 @stephenjatdell © 2012 - Dell
  42. 42. SOCIAL ALERT!: Damage Control You’ve been tweetjacked! A campaign to talk about local produce goes awry when an employee decides to add hashtag - #McDstories How would you deal with this?42 @stephenjatdell © 2012 - Dell
  43. 43. Taking a First Step:• Making a connection with a Building a Community community builds trust• Community nurtures an environment for members to share ideas with other like members• Allows for support to happen between peers• Builds loyalty and advocacy• It becomes a source for lead generation• Can help in terms of addressing critical issues43 @stephenjatdell © 2012 - Dell
  44. 44. Engagement: A tool to see how you are doing http://dellsociallistening.com/44 @stephenjatdell © 2012 - Dell
  45. 45. Opportunity http://assets.econsultancy.com/images/0001/8128/Social_media_maturity_1.png45 @stephenjatdell © 2012 - Dell
  46. 46. Opportunity: Social Integration in the Business46 @stephenjatdell © 2012 - Dell
  47. 47. Key Influencers: Meet-ups can build relationships• Reach out to influential Social engagers – Customer Advisory Panel• Identifying key Influencers in Social Media to partner with• Help with understanding the brand view in the community and help improve• They become brand voices of the community47 @stephenjatdell © 2012 - Dell
  48. 48. Trade Secrets: Community Sharing• Sharing best practice between companies• Using Twitter keeps it focused48 Confidential © 2012 - Dell
  49. 49. SOCIAL ALERT!: I heard you the firstYour company Facebook page has timeposted similar negative comments inmost of your threads.What do you do?49 @stephenjatdell © 2012 - Dell
  50. 50. ProductDevelopment:Crowdsourcing• IdeaStorm introduced 2007• Over 16,000 idea submitted• >470 implemented• EmployeeStorm for staff50 @stephenjatdell © 2012 - Dell
  51. 51. Brand Association: Align with high profile partnersLeveraging Social Media• Promote social causes• Increase visibility reach for initiatives• Help drive sponsorship 51 17/03/2011 Stockholm © 2012 - Dell
  52. 52. Marketing:Social ProductIntegration• MTV EMA Awards – Red Carpet• Over 1,000 fans had their picture taken on the red carpet• Photographs taken with Dell Streak and instantly uploaded to Facebook page• Allow fans to comment on their images and have a virtual ‘keepsake’ of the event• Combined marketing campaign with advertising and features at Awards provided additional media goodness52 @stephenjatdell © 2012 - Dell
  53. 53. Marketing:LinkedIn is a SocialOpportunity• LinkedIn company page• Over 275k followers• Recruitment and merchandising product opportunities53 @stephenjatdell © 2012 - Dell
  54. 54. Communication:Shareable RichContent• Product launch teasers, customer stories, product reviews, interviews, press conferences• Dell Ultrabook Challenge had a million views in first 48 hours• Dell Vlog channel has generated over 12 million views since launch• Additional social properties – Flickr – Slideshare54 @stephenjatdell © 2012 - Dell
  55. 55. Voice of the Community: Ratings & Reviews• Over 100,000 reviews from customers• Customers recommend to other customers55 17/03/2011 Stockholm © 2012 - Dell
  56. 56. Voice of the Community: Q&ACommunity Wiki• Users post questions and Community answers – Leverage rich community knowledge – Dell experts also provide answers• Over 2,500 questions so far56 17/03/2011 Stockholm © 2012 - Dell
  57. 57. SOCIAL ALERT!: You look familiar… One of your employees has begun to post positive anonymous comments about your products and services on various Social threads. What should you do?57 @stephenjatdell © 2012 - Dell
  58. 58. Customer Service: Reaches beyond the ‘one to one’• Proactively reach out to customers• Integrating efforts with support.dell.com• Team engages with 1,000+ customers per week• Positive impact on customer satisfaction: 35% conversion of ‘demoters’ to ‘promoters’ 58 @stephenjatdell © 2012 - Dell
  59. 59. Sales:Social Offers• Creating compelling offers – based on engagement with community• 1.5 million followers on Dell Outlet ‘Deals’ Twitter page• @DellHomeUK averages over 30 engagement on a daily basis proactively reaching out for sales opportunities59 @stephenjatdell © 2012 - Dell
  60. 60. Groupon:Swarm Offers• Group buying – on Facebook – Unique limited offer – Group discounts – get better with when more join – Offers close after buying group minimum achieved – Launched in Canada, Australia – Launching in UK60 17/03/2011 Stockholm © 2012 - Dell
  61. 61. SOCIAL ALERT!: That’s not me! An Twitter impersonation account of your company has popped up that is mocking your company. What do you do?61 @stephenjatdell © 2012 - Dell
  62. 62. Measure: How do you define success in Social Media?62 @stephenjatdell © 2012 - Dell
  63. 63. KPIs:• Brand Health – How we measure up Net Promoter Scores, Social Net Advocacy our Social efforts• Customer Satisfaction (Social Support) – Within the Social environment, community responses• Conversion (User Content) – Customer reviews, user generated content• Consideration – Effectively driving traffic to dell.com• Revenue – ‘Social’ associated purchases, indirect and direct attributed 63 @stephenjatdell © 2012 - Dell
  64. 64. Survey:The most importantmetrics in assessingSocial Media… Resource: Econsultancy -The State of Social Report 201164 @stephenjatdell © 2012 - Dell
  65. 65. Qualitative Results: Numbers do not tell the whole story65 @stephenjatdell © 2012 - Dell
  66. 66. SOCIAL ALERT!:You receive a unprompted complimenton Twitter You’re making me blush!What do you do?66 @stephenjatdell © 2012 - Dell
  67. 67. Final Words: Sometimes your Social Media efforts ‘earn’ you things that can’t be measured…67 @stephenjatdell © 2012 - Dell
  68. 68. Thank you! @stephenjatdell68 @stephenjatdell © 2012 - Dell
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