Socialize Your Organization

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Liz Bullock, Director - Social Media and Marketing at Dell, talks about the importance of organizations actively fostering social conversations – listening, learning, engaging, and acting – across all …

Liz Bullock, Director - Social Media and Marketing at Dell, talks about the importance of organizations actively fostering social conversations – listening, learning, engaging, and acting – across all functions of the business, as well as how to effectively empower employees to engage with customers on behalf of the brand. This presentation took place at the Corporate Social Media Summit, June 14, 2012, in New York.

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  • 1. Socialize Your Organization: Lay thefoundation for long term successLiz Bullock, Director Social Media & Marketing@lizbbullockCorporate Social Media Summit, June 14, 2012, New York
  • 2. Organizations: The Boss a rational, efficient method of organization… Boss Assistant Hierarchical authoritative and functional specializations Direct report, Direct report, Direct report, Specialty A Specialty B Specialty C2 Confidential 6/29/2012 Global Marketing
  • 3. Conversations Love your product/serviceare Need help using itconversations… Where & how do I find you? I have an idea for you I am helping someone else use your product/service And many, many more… Graphic thanks to Gapingvoid.com Hugh MacLeod Global Marketing
  • 4. Five years journey of embedding social to be a better business December 2006 October 2007 May 2008 June 2009 February 2006 Dell named #1 most Ratings and Michael Dell quote in Business Week Dell Outlet achieves Global Twitter social brand in Michael Dell Asks reviews on Jeff Jarvis story quote, “These conversations are $0.5M in sales via Twitter revenues of $6.5 M ranking of 100 top Why don’t we reach out and help going to occur whether you like it or not. Do you bloggers with tech support issues? Dell.com want to be part of that or not? My argument is you Community team active on Twitter brands absolutely do. You can learn from them. You can Small Business improve your reaction time. And you can be a blog launched August 2006 better company by listening and being involved in Blog outreach that conversation.” expands beyond February 2007 March 2008 March 2010 tech support Accepted Solutions China Micro- IdeaStorm Launched January 2009 June 2009 launched on Community Blogging A voting based site allowing Dell Organizes in to $2M+ Sales customers and others to submit Dell France begins Online 4 customer focused ideas for Dell. Community Outreach via Twitter Social Media Listening business units Command Center 2006 2007 2008 2009 2010 2011 Dell Social Media and Community University July 2006 launched/5,000 team Direct2Dell launched June 2007 April 2008 2009 members trained by end of year Today Direct2Dell exists in Dell joins Twitter Inside IT launched Dell TechCenter English, Spanish, Norwegian, January (Aug.) Blog focused on business Japanese and Chinese. Dell launches 2008 customers, and Cloud Dell aligns Computing. Altimeter recognizes Dell with EmployeeStorm Spring 2009 December 2009 “Open Leadership Award for Internal Blogs organization Launched for for success Some Members of Huffington Post BlogInnovation and Execution” Community and (Oct.) Employees. Conversations Dell August 2006 January 2007 deployed within each launches Blog outreach StudioDell launched of the new Dell B2B pages Facebook expands beyond Dell’s video and podcast site, February 2008 Business units (Jun.) tech Support with helpful tips and tricks. Eventually expanding this into November 2007 Twitter expanded the YouTube channel making DellShares launched sharing easier. The first investor relations blog by June 2008 a public company. Channel blog 4 launched Global Marketing
  • 5. Listen, Learn, Engage & Act5 years: 4,000 posts a day to 25,000 posts a day Global Marketing
  • 6. A tool to be leveraged across the fabric of the company: differentfunctions, uses and valuesProduct Development Marketing Online Presence• Feedback Loop • Demand Forecast • Ratings & Reviews• Early Warning • Lead Generation • Communities• New Product • Message Reach • Customer Stories Ideation Sales Customer Service Communication• Leads• Collaboration • Listening • Rich Media• Thought Leadership • Support Widgets • Brand Reputation• Blogs • Outreach • Influence • ReputationMarketing Global
  • 7. Empowering employees: Social Media & CommunityUniversity Policy Principles Governance Training & Tools7 Confidential 6/29/2012 Global Marketing
  • 8. Customer connected employees are your companies rock stars…8 Confidential 6/29/2012 Global Marketing
  • 9. Connected and Lit Up9 Confidential Global Marketing
  • 10. Thank You