Creating a Culture for Making Business Social


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Many people, functions and programs within Dell work in sync to support Dell as a Social Business. This deck gives an overview of key parts of the Dell social ecosystem and links to other decks that provide more in-depth information.

So the deck is meta! Just as social media binds together different parts of Dell, so does this presentation bind together different decks that explain social media activities at Dell.

More on Dell and our Social Media Services:

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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 Read more: Unleashing the Power of Employee Advocates
  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 Read more: Your Employees Brand is Your Company Brand
  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 Read more: Building Brands Builds Relationships
  16. 16. 16 Dell - Internal Use - Confidential Dell team member contributions created a need for a global content calendar @LPT Read more: Direct2Dell Blog Manifesto
  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 Read more: Activating Employees as Company Advocates on Social Media
  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 Read more: Empowering Champions Within Your Organization
  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) Build Community around your intent to optimize content, social and search.
  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