What Do I Tweet About? Make Your Employees Worth Following


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Liz Brown Bullock, Director of Social Media and Community, Dell discusses how your employees are your biggest assets in building customer relationships via social media. This presentation covers 10 key ideas to ensure your employees are strategically connecting their social media efforts to the company and customer objectives, plus additional best practice tips for employee success at Dreamforce 2012.

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  • August 2006Blog Outreach Expands Beyond Tech SupportEngagement with anyone who commented about the company. Business model and other issues considered.August 2006Blog Outreach Expands Beyond Tech SupportEngagement with anyone who commented about the company. Business model and other issues considered.June 2007Dell joins TwitterWhy don’t we reach out and help bloggers with tech support issues?February 2008Twitter ExpandedStart experimenting with Twitter for business– another venue to help customers, but also thanking Dell customers. Outreach leads to some Twitters asking for help on purchases.May 2008Dell Outlet Achieves $0.5M in Sales via TwitterCommunity team active on TwitterJune 2009 $2M+ Sales via TwitterDell outlet on Twitter surpasses $2 million in sales with another $1 million dollars in sales at dell.com 2009Dell TechCenterA Collaborative Community for Datacenter pros grows by 400%December 2009Huffington Post BlogDell’s VP of Social Media and Community, Manish Mehta, begins blogging at Huffington PostJune 2009Global Twitter Revenues of $6.5 M Community across the social web =3.5 million direct customer connections
  • Most employees are already using social media sites personally and are happy to help support their company. However you need to provide guardrails for engagement. Leverage a social media policy or principles to identify which actions are okay or not okay for employees to engage in and provide ongoing training. I’ve trained over XXXX team members are Dell and even the most tech savy users can learn something new. For instance, the Federal Trade Commission requires any employee talking about their company’s product or service to disclose that they work for that company even in their personal posts. We encourage our team members to include #Iwork4Dell in their posts as an easy way to disclose.
  • At Dell, we use a tool called Radian6 to listen to customer conversations, but there are also a lot of free services available. Twitter.com/search enables you to see all recent tweets around a particular topic. Google.com/alerts allows you to sign up for daily or weekly email alerts for particular keywords. I’d recommend that each of you set up a weekly google alert tied to your company name at a minimum to listen to what customers and the media are saying about you. Finally, socialmention.com will provide the most robust listening analysis. It allows you to search on particular channels such as blogs, microblogs, video or all social media sites as well as identifying topic sentiment, top keywords, top hashtags and top users of a topic.
  • SPEAKER NOTE: Have attendees open their toolkits to the events checklist
  • What Do I Tweet About? Make Your Employees Worth Following

    1. 1. What Do I Tweet About?Make Your Employees WorthFollowingLiz Brown Bullock, Director of Social Media & Community, Dell@lizbbullock
    2. 2. Liz Brown BullockDirector Social Media & Community, Dell@lizbbullock
    3. 3. Business is socializing with purpose Graphic thanks to Gapingvoid.com Hugh MacLeod3 Confidential 9/25/2012 Global Marketing
    4. 4. Five year journey of embedding social to be a better business February 2006 December 2006 October 2007 May 2008 June 2009 April 2011 Dell Michael Dell Asks Ratings and Michael Dell quote in Business Week Dell Outlet achieves Global Twitter Why don’t we reach out and help Jeff Jarvis story quote, “These conversations are named #1 most reviews on $0.5M in sales via Twitter revenues of $6.5 M social brands in bloggers with tech support issues? going to occur whether you like it or not. Do you Dell.com want to be part of that or not? My argument is you Community team active on Twitter ranking of 100 top absolutely do. You can learn from them. You can Small Business improve your reaction time. And you can be a blog launched March 2010 August 2006 better company by listening and being involved in Blog outreach that conversation.” Launch @DellCares; expands beyond March 2008 today 24/7 11 languages February 2007 tech support IdeaStorm Launched Accepted Solutions January 2009 June 2009 A voting based site allowing launched on Community China Micro- Dell Organizes in to $2M+ Sales Blogging customers and others to submit Dell France begins Online 4 customer focused ideas for Dell. Community Outreach via Twitter Dec 2010 launched business units Social Media Listening Command Center2006 2007 2008 2009 2010 2011 October 20101 July 2006 Altimeter recognizes Dell with Direct2Dell launched June 2007 April 2008 2009 “Open Leadership Award for Today Direct2Dell exists in Dell joins Twitter Inside IT launched Dell TechCenter Innovation and Execution on English, Spanish, Norwegian, January Blog focused on business Listening Japanese and Chinese. Dell launches 2008 customers, and Cloud Dell aligns Computing. EmployeeStorm Spring 2009 December Dell Social Media and Internal Blogs organization Community University Launched for for success Some Members of 2009 Community and launched/5,000 team Employees. Huffington members trained by Conversations Post BlogAugust 2006 January 2007 end of year deployed within eachBlog outreach (Aug.) StudioDell launched of the new Dellexpands beyond Dell’s video and podcast February 2008 Business unitstech Support site, with helpful tips and June 2010 tricks. Eventually expanding November 2007 Twitter expanded Dell launches B2B pages this into the YouTube channel DellShares launched making sharing easier. June 2008 Facebook The first investor relations blog by a public company. Channel blog 4 Confidential launched Global Marketing
    5. 5. How companies organize for social media:• Holistic: Everyone is in customer service and support and any employee who wants to be social is enabled• Best Buy’s Twelpforce is an exampleSource: Survey of 140 Corporate Social Strategists, Altimeter Group, November 20106 Confidential 9/25/2012 Global Marketing
    6. 6. Make your employees worth following…8 Confidential 9/25/2012 Global Marketing
    7. 7. Your social strategy needs as much forethought as anyother business process Idea 1: Write up a plan 1. Planning According to CRM industry analyst, Brent Leary: “Strategic users are almost 4. Measuring 2. Listening 3xs more likely to execute activities for engaging prospects than informal users (53% vs. 19%)” 3. EngagingSource: Brent Leary’s Strategically Social: 5 Keys to Becoming a Social Business9 Confidential 9/25/2012 Global Marketing
    8. 8. Questions to Ask in the Planning Stage:• What are the organizations’ goals?• What is the business plan?• What is the current relationship with our customers?• What is the relationship we want with our customers?How does social media support these goals?Idea 2: Tie social media to your business and customer objectives I think it starts with understanding what the organization’s goals are…part of the problem is that too many people want to jump into a Facebook “strategy” or a Twitter “strategy” – Shel HoltzSource: Shel Holtz: http://labs.openviewpartners.com/shel-holtz-talks-content-and-social-strategies/10 Confidential 9/25/2012 Global Marketing
    9. 9. Remind yourself of the plan:• Idea 3: Write down your plan. Stick on your wall for daily reminders. Source: http://www.socialmediaexplorer.com/social-media-marketing/sharing-is-the-cornerstone-of-social-media-success/11 Confidential 9/25/2012 Global Marketing
    10. 10. Embedding social to Dell’s purpose:• Deepening our customer relationships and helping our customers thrive• Dell encourages thoughtful and customer focused interactions at every touch point12 Confidential 9/25/2012 Global Marketing
    11. 11. Questions to Ask in the Listening StageIdea 4: Identify and target your community• Use Twitter’s search function & other tools to find keywords in hashtags, handles and bios relevant to topic, company and event – What are people saying about your brand? – What are the popular topics about your brand? – Who are the advocates, detractors and influencers in your industry? – Where are the conversations happening?13 Confidential 9/25/2012 Global Marketing
    12. 12. Listen, Learn, Engage & ActDell’s Social Media Listening Command Center 25,000 posts a day Global Marketing
    13. 13. Standard conversation values for engagement:• Authentic• Personal• Transparent• Inclusive• Honest• Conversational• EducationalIt’s not just about being outthere and participating, it’sabout being authentic andbringing value16 Confidential 9/25/2012 Global Marketing
    14. 14. Content rules – 80/20• People more likely to do business with a friend• You need to make friends to influence people• Follow 80/20 rule: 80% to support others and 20% self promotion• Being real on social media makes 80% target easy to reach• When you share a great article or blog post, use their twitter name17 Confidential 9/25/2012 Global Marketing
    15. 15. Identifying good content to share:• Idea 6: Follow @GuyKawasaki (twitter) – What publications do you already read? › Follow their Twitter account – Follow customers, partners and your industry thought leaders – Follow industry experts and thought leaders in social media – Stay up to date with industry blogs on Google.com/reader18 Confidential 9/25/2012 Global Marketing
    16. 16. Online curated sites for relevant content:Idea 7: Vary your content and keep target audience in mindLionel Menchaca’s, Dell’s Chief Blogger, recommendation: techmemeGuy Kawasaki recommendations: Smartbrief (customize industry topics for daily top stories via email) Stumbleupon (customized by your interests includes photography) Alltop (top stories by popular media)My recommendation: LinkedIn Today @LinkedInToday (twitter)19 Confidential 9/25/2012 Global Marketing
    17. 17. Schedule posts via BufferApp.com• Idea 8: Avoid pushing the same content to all your platforms• Buffer: Available for Twitter, Facebook & LinkedIn20 Confidential Global Marketing
    18. 18. Increasing fans and followers:• Idea 9: Adopt a relationship mindset. Just as you do with your friends, engage fans and followers in meaningful ways – Keep asking questions – Create virtual projects › Brainstorming for a campaign or raising $$ for disaster relief – Celebrate follower activities & achievements – Add value › Give sneak peeks, exclusive content and special promotions – Complete the circle › Tie off the communication: Thank them for reaching out and ask if you can be of additional assistance21 Confidential 9/25/2012 Global Marketing
    19. 19. Build stronger relationships by bridging social & in-person• Idea 10: Take advantage of in-person interaction to deepen relationships• Events are powerful opportunities to build relationships• Recommended tools: Twitter & Slideshare – Offer inside access by “live-tweeting” during the event & use hashtag – Join conversations to share your thoughts and opinions – Connect with influencers attending or covering the event – Post-event, share presentations on Slideshare22 Confidential Global Marketing
    20. 20. Top Ten Ideas:Idea 1: Write up a planIdea 2: Tie social media to your business and customer objectivesIdea 3: Write down your plan. Stick on your wall for daily remindersIdea 4: Identify and target your communityIdea 5: Sign up for Listening tools if you haven’t already…Idea 6: Follow @Guy Kawasaki (twitter) for content inspirationIdea 7: Vary your content and keep target audience in mindIdea 8: Avoid pushing the same content to all your platformsIdea 9: Adopt a relationship mindset. Just as you do with your friends, engage fans andfollowers in meaningful waysIdea 10: Take advantage of in-person interaction to deepen relationships23 Confidential 9/25/2012 Global Marketing
    21. 21. When you rock, the world pays attention…24 Confidential 9/25/2012 Global Marketing
    22. 22. Thank You Q&A25 Confidential 9/25/2012 Global Marketing