How to Engage in Social Media

2,067 views
2,018 views

Published on

An industry leader's step-by-step approach to effective social media engagement.

Published in: Business
1 Comment
2 Likes
Statistics
Notes
  • Good Presentation.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total views
2,067
On SlideShare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
82
Comments
1
Likes
2
Embeds 0
No embeds

No notes for slide

How to Engage in Social Media

  1. 1. How to Engage in Social Media What we have learned at Dell• Rishi Dave | @RishiAtDell | rishi_dave@dell.com | Executive Director, Online Confidential
  2. 2. Welcome to the Virtual Era Send Search Stream  client   network   cloud  Confidential Global Marketing
  3. 3. A shift in how we communicate 35 hours of Visiting social 300,000+ 50% of TV video are sites is 4th new users viewers uploaded to most popular join Twitter around the YouTube online activity every day 3 world watch every minute – ahead of Internet TV 1 email2 every week 4 The average 86,400+ U.S. users More than 2/3 US home will people join spend 23% of of the global have 5 to 10 LinkedIn time online internet web-enabled every day – on social population devices by half are networks – 2014 5 outside the and only 8% visit social US 6 on email 7 networks 8 Confidential Andrew Lark | Inside Out
  4. 4. A shift in where we connect 600,000,000 420,000,000 300,000,000 users people on Facebook users are log in to Facebook – outside the US 10 Facebook 11.5% of the world’s every day 11 population 9 30,000,000,000: 130: number of 80: number of number of items friends the average community pages, shared by Facebook Facebook user is groups and events users every month 12 connected to 13 the average Facebook user is connected to 14 Confidential Andrew Lark | Inside Out
  5. 5. A shift in who speaks 66% for your OF BRAND TOUCHPOINTS ARE brand NOW GENERATED BY CUSTOMERS34% OF BLOGGERS POST OPINIONS ABOUT5 PRODUCTS Confidential Andrew Lark | Inside Out
  6. 6. A shift in purchase behavior 50% OF PEOPLE ARE MORE LIKELY TO BUY IF ENGAGED VIA SOCIAL SITES6 Confidential Andrew Lark | Inside Out
  7. 7. A Shift in Identities: Personal and Business BrandIt’s the same thing…good luck separating the two Personal Business Brand Brand7 Confidential Andrew Lark | Inside Out
  8. 8. It’s not about shiny objects or catchy slogansConfidential Andrew Lark | Inside Out
  9. 9. It’s The Neighborhood Business Back to the FutureConfidential Andrew Lark | Inside Out
  10. 10. Businessesgrew andsucceededbased onword of mouth……and they still do… more so withthe social Web Confidential Andrew Lark | Inside Out
  11. 11. • Identified value drivers – Leveraged insights into leading social commerce strategies (Best Buy, Wal-Mart,Dell embraced Nike, etc…. ) to validate strategic direction – Evaluated over 21 social commerce categories and 71 vendorsthe “New Web” • Built business caseto its core – Captured social commerce innovation requirements across Dell – 181 use cases developed with input across the businesses • Aligned Dell departments and resources around this strategy – Investment categories and their scope – Social commerce information architecture – Dedicated central team and interdepartmental resourcing model • Built core competencies – – Listening – Community administration & reputation management – External engagement and evangelism best practices – Metrics • Controlled what needed to be controlled, freed the rest Confidential Andrew Lark | Inside Out
  12. 12. An approach…1. Start with your goal – it will define your strategy.2. Identify and listen to existing conversations.3. Empower and encourage your internal organizations to participate.4. Create and cultivate conversations and communities where your customers (and employees!) are.5. Incent participants to create – and share – great content.6. Measure your success and adjust your strategy.7. Engage IT as an enabler of social media12 Confidential Andrew Lark | Inside Out
  13. 13. What are your goals?• What are your business goals? Do you want to drive – Awareness? Consideration? Conversion? – Customer satisfaction? Brand perception? – Cost savings? ROI? – Innovation?• Once you have identified a clear goal, you have a few more questions to answer: – Who are you targeting? – Where does that audience go for information? – What type of content does that audience want? – Who in your company can provide that content? – Where are the biggest opportunities for engagement?13 Confidential Andrew Lark | Inside Out
  14. 14. An approach…1. Start with your goal – it will define your strategy.2. Identify and listen to existing conversations.3. Empower and encourage your internal organizations to participate.4. Create and cultivate conversations and communities where your customers (and employees!) are.5. Incent participants to create – and share – great content.6. Measure your success and adjust your strategy.7. Engage IT as an enabler of social media14 Confidential Andrew Lark | Inside Out
  15. 15. Listening & EngagementConfidential Andrew Lark | Inside Out
  16. 16. Dell’s Social Media Command CenterConfidential Andrew Lark | Inside Out
  17. 17. Top executives actively engage via Twitter … delighting the Customer … Dell Listens, Engages and Customer voices frustration… whose following retweets to Resolves issue… 150k+ users Michael Dell jumps in… Model Supplies raves@ModelSupplies Thanks for contacting @dellcares and for positive Youre very welcome! @MichaelDell Thank you for the fantasticfeedback too. Thrilled to hear you are a happy Dell customer! 6:14 service - and for the reminder of things still to do! x0x 7:43 PM MayPM May 25th via web 25th via web Confidential Andrew Lark | Inside Out
  18. 18. An approach…1. Start with your goal – it will define your strategy.2. Identify and listen to existing conversations.3. Empower and encourage your internal organizations to participate.4. Create and cultivate conversations and communities where your customers (and employees!) are.5. Incent participants to create – and share – great content.6. Measure your success and adjust your strategy.7. Engage IT as an enabler of social media18 Confidential Andrew Lark | Inside Out
  19. 19. Employees are yourcompany’s rock stars19 Confidential Andrew Lark | Inside Out
  20. 20. Not just a campaign, Product Group QUALITYbut in harmony acrossthe fabric of a Marketing DEMANDcompany Services CREDIBILITY Solutions Online CONVERSION Sales CYCLE TIME Customer Service RESOLUTION Comms PR & HR REPUTATION Confidential Andrew Lark | Inside Out
  21. 21. How do we engage? Social Media & Community Function Specific Dedicated Team < 20 Leadership Council Leadership Councils Marketing Own strategy Sales IT Lead programs Tech Support Brand Tools & Processes Global Communications Product Development Partner to embed R&D across the company Legal by program company-wide global by function Confidential Andrew Lark | Inside Out
  22. 22. Social Across the Fabric Products Mktg Support Sales HR multiple points of engagement unique measures unique ROI 22
  23. 23. …but with a shared set of principles: Social Media & Community University Principles Policy Governance Training & toolsConfidential Andrew Lark | Inside Out
  24. 24. Internalconferences Confidential Andrew Lark | Inside Out
  25. 25. An approach…1. Start with your goal – it will define your strategy.2. Identify and listen to existing conversations.3. Empower and encourage your internal organizations to participate.4. Create and cultivate conversations and communities where your customers (and employees!) are.5. Incent participants to create – and share – great content.6. Measure your success and adjust your strategy.7. Engage IT as an enabler of social media25 Confidential Andrew Lark | Inside Out
  26. 26. Who’s ready to talk?• Choose your audience: – Which sub-segments of your audience are most likely to engage in social media?• Go where they go: What types of social media do they use? – Blogging? Micro-blogging? – Reviewing? Commenting? – Research?• Stand out in the crowd – What other players are already chasing this audience? – Is your audience’s attention already saturated with identifiable, best-in-class social content that will be hard to compete against? – Are there places your target audience is underserved?26 Confidential Andrew Lark | Inside Out
  27. 27. Where to engage? • Why build a page on this particular Your site site? • Will the community benefit customers? External Communities Your Communities • Have you resourced the project? Team Members27 Confidential Confidential Andrew Lark | Inside Out
  28. 28. Brain-stormers Confidential Andrew Lark | Inside Out
  29. 29. Trusted advisors29 Confidential Andrew Lark | Inside Out
  30. 30. An approach…1. Start with your goal – it will define your strategy.2. Identify and listen to existing conversations.3. Empower and encourage your internal organizations to participate.4. Create and cultivate conversations and communities where your customers (and employees!) are.5. Incent participants to create – and share – great content.6. Measure your success and adjust your strategy.7. Engage IT as an enabler of social media30 Confidential Andrew Lark | Inside Out
  31. 31. Your fans are often the unofficial leaders of their communities treat them like family31 Confidential Andrew Lark | Inside Out
  32. 32. Reward and recognize32 Confidential Andrew Lark | Inside Out
  33. 33. Reuse the content they create How can a great community post become a great whitepaper and a great email blast and a great banner and a great newsletter, and a great sales presentation, and a great…33 Confidential Andrew Lark | Inside Out
  34. 34. Syndicate with scaleConfidential Andrew Lark | Inside Out
  35. 35. Great content creators, curators, and architectsare the new celebrities. Brogen Kawasaki Huffington Drudge Get them to Ebert amplify your content.35 Confidential Andrew Lark | Inside Out
  36. 36. 36 Confidential Andrew Lark | Inside Out
  37. 37. An approach…1. Start with your goal – it will define your strategy.2. Identify and listen to existing conversations.3. Empower and encourage your internal organizations to participate.4. Create and cultivate conversations and communities where your customers (and employees!) are.5. Incent participants to create – and share – great content.6. Measure your success and adjust your strategy.7. Engage IT as an enabler of social media37 Confidential Andrew Lark | Inside Out
  38. 38. McKinsey 1. Of those surveyed, 69 percent of respondents report their companies have gained measurable Research: business benefits The promise of the social media 2. Benefits include: innovative products and is being services, more effective marketing, better access to knowledge, lower cost of doing delivered business, and higher revenues. 3. Companies making greatest use of the technologies report even greater benefits. Successful companies integrate Web 2.0 technologies with work flows to create a “networked company,” linking themselves with customers and suppliers38 Confidential Andrew Lark | Inside OutWeb 2.0: McKinsey Global Survey Results, September 2009
  39. 39. Social Today Community size, Connections Views & Myriad of Metrics clicks to dell.com “Incidental Value” of Social Media Revenue Lower cost, faster hires Issue tracking, Sentiment, Confidential Share of voice Andrew Lark | Inside Out 40
  40. 40. Evolution always happens in phases Experiment Product Application Build Out Connected and Scaling41 Confidential Andrew Lark | Inside Out
  41. 41. Generate Business Benefit conversion & margin lift revenue/visitor is 3X higher in Japan; 134% higher in US 62 Countries 14 Languages Over 140,000 Reviews Submitted 14,461 Different Products Reviewed 75% of All Ratings 4 or 5 Stars Confidential Andrew Lark | Inside Out42
  42. 42. Deliver Insights, Change Behavior Five Star Program Brand Insights Messaging43 Confidential Andrew Lark | Inside Out
  43. 43. An approach…1. Start with your goal – it will define your strategy.2. Identify and listen to existing conversations.3. Empower and encourage your internal organizations to participate.4. Create and cultivate conversations and communities where your customers (and employees!) are.5. Incent participants to create – and share – great content.6. Measure your success and adjust your strategy.7. Engage IT as an enabler of social media44 Confidential Andrew Lark | Inside Out
  44. 44. Welcome to the Virtual EraApplication and workload efficiency being redefined • Billions of end-points • Millennials challenging IT • New form factors redefine apps • Intense collaboration • Exponential growth of unstructured data • Enterprise apps migrate to public, private and hybrid clouds • Tiered storage embraces the cloud • Flexible services runs remaining infrastructure • Custom & Enterprise workloads redefined by hyperscale economics • Highly-scaled, x86, virtualized environments • Rapid consolidation45 Confidential Andrew Lark | Inside Out
  45. 45. How will you redefineIT Economics? 2010 Dell Analyst Meeting Confidential Andrew Lark | Inside Out
  46. 46. Sources1. 35 hours of video are uploaded to YouTube every minute (November 2010, YouTube corporate blog - http://youtube-global.blogspot.com/2010/11/great-scott-over-35-hours-of- video.html)2. “Visiting social sites is the 4th most popular online activity – ahead of email” (Nielsen, Global Faces & Networked Places, 2009)3. 300,000+ new users join Twitter daily (Business Insider, "Twitter Finally Reveals All Its Secret Stats." http://www.businessinsider.com/twitter-stats-2010-4#. April 14, 2010.)4. Multi Screen Media Consumption 2010." (Ericsson ConsumerLab, http://www.slideshare.net/skripnikov/ericsson-co)5. The average US household will own five to 10 web-enabled devices by 2014 ("Web-enabled TVs present an e-commerce opportunity." Internet Retailer, November 23, 2010)6. 86,400+ people join LinkedIn daily – half are outside the US (Official LinkedIn Stats. January 15, 2011. http://press.linkedin.com/)7. U.S. users spend 23% of online time on social networks – and only 8% on email ("Social Networking Dominates U.S. Web Use; Facebook Leads The Way." CRN. August 2, 2010)8. More than 2/3 of the global internet population visit social networks ("Global Faces and Networked Places: A Nielsen report on Social Networking’s New Global Footprint." The Nielsen Company, March 2009)9. 600,000,000+ people on Facebook ("Goldman to clients: Facebook has 600 million users." MSCNBC, January 5, 2011)10. 420,000,000 Facebook users are outside the US (Official Facebook statistics. http://www.facebook.com/press/info.php?statistics. January 15, 2011)11. 300,000,000 users log in to Facebook every day (Official Facebook statistics. http://www.facebook.com/press/info.php?statistics. January 15, 2011; US and World Population Clock. 7:14 a.m., January 15, 2011. http://www.census.gov/main/www/popclock.html)12. 30,000,000,000: number of items shared by Facebook users every month (Official Facebook statistics. http://www.facebook.com/press/info.php?statistics. January 15, 2011)13. 130: number of friends the average Facebook user is connected to (Official Facebook statistics. http://www.facebook.com/press/info.php?statistics. January 15, 2011)14. 80: number of community pages, groups and events the average Facebook user is connected to (Official Facebook statistics. http://www.facebook.com/press/info.php?statistics. Confidential January 15, 2011) Andrew Lark | Inside Out
  47. 47. Thank you!48 Confidential

×