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Is Your Business Bold Enough for Social Culture?
 

Is Your Business Bold Enough for Social Culture?

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Presentation deck used in presentation by Neville Hobson and Kerry Bridge at Richmond Events conference, March 16, 2011.

Presentation deck used in presentation by Neville Hobson and Kerry Bridge at Richmond Events conference, March 16, 2011.

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  • Intel - http://www.intel.com/sites/sitewide/en_us/social-media.htmCoca-Cola - http://www.viralblog.com/wp-content/uploads/2010/01/TCCC-Online-Social-Media-Principles-12-2009.pdf
  • 6 wall monitors tracking: Dell customers (influential) Dell conversations Priority topics including SOV and tonality Trending successes
  • Ranters & ravers… separate or together?
  • Germany: overall Twitter coverage lower because of overall adoption in the country – forums are more popular means of social media communications100% of attendees said event “exceeded expectations”

Is Your Business Bold Enough for Social Culture? Is Your Business Bold Enough for Social Culture? Presentation Transcript

  • THE DIGITAL MARKETING FORUM16TH MARCH 2011Is your business bold enough for social culture? – customer centric relations in a new eraNeville Hobson, Head of Social Media Europe, WCGKerry Bridge, Social Media Communications Manager, Dell EMEA
  • Let’s Start With a Conclusion
    This is your customer
    You know how, where and when she discusses your brand online
    With whom
    With precision
    From awareness to ambassador
    Join peer network
    Form a trusted partnership
    http://picasaweb.google.com/lh/photo/ymWsJfDtfBl08zzMMxAkkg
  • What Social Media Is and Isn’t
    3
  • It’s A New Game
    4
  • It’s A New Game
  • The “Big 4”
  • Facebook (social network)
    600 million users
    Over 50% log in daily
    Average user spends 55 minutes per day on site
    Other social networks
    Orkut
    RenRen
    SinaWeibo
  • http://yfrog.com/h3g76hj
    9
  • LinkedIn (business network)
    Business networking
    LinkedIn Groups and company pages
    By the numbers:
    90 million users
    65 million unique visitors
    5.5 billion page views
    Other business networks
    Xing
    Viadeo
  • YouTube (video sharing)
    12
    100 million monthly visitors
    4th most visited site on the Web
    2nd most popular search engine
    20 hours of new video uploaded every minute
  • Twitter (micro blog)
    200 million users
    About 25% are active
  • Why Social Media Matters
    Social media is changing how marketing and communication works
    It’s an affordable way to get results
    It’s rapidly growing
    Customers turn to you and their peers for answers
    Source: http://www.socialbrands100.com/ (March 11, 2011)
  • Customers Like To Do 3 Things Online
    Share Ideas – “Let’s improve the next product or service together”
    Share Product Knowledge– “Here is what I know…hope it helps you”
    Help Peers With Problems – “I had the same problem, here is what I did”
  • Steps…
    Listen

    Plan

    Engage
    17
  • Step 1 - Listen
    Who the influencers are, with precision
    “Share of conversation” vs “share of voice”
    Where conversations are occurring that matter
    How news is shared and by whom
    Keywords that drive search
    What content your customers care about
    Who is defining your brand, pro+ or con-
    Know which conversations are defining your brand
  • Listen – Tools and Tactics
    Listening audit:
    Discover where people are talking about your brand and your industry online.
    Uncover key influencers
    Free and paid tools.
    Share insights and take action.
  • Step 2 - Plan and measure
    For example, an objective might be to:
    increase positive brand mentions online by 25 percent; or
    drive a 10 percent increase in traffic to the company Web site in a given timeframe; or
    to get people to share their e-mail addresses.
    Establish measurable objectives
  • Plan before you get started
    Example planning template:
  • Step 3 - Engage and join the conversation
    Build relationships with digital influencers.
    Generate positive word of mouth.
    Share thought leadership to demonstrate that your business is innovative.
    Manage issues and crisis situations by responding quickly.
    Influence mainstream media coverage.
    Expose brand evangelists within your own company.
    Put a human face on your brand
  • Engage rules of the road:
    Example rules of the road :
    Intel, Coca-Cola
    Are you adding value?
    Write what you know
    Be transparent
    Respect proprietary information
    Encourage comments
    Create some excitement
    23
  • May 2008Dell Outlet Achieves $0.5M in Sales via TwitterCommunity team active on TwitterSmall Business blog launched
    October 2007Michael Dell quote in Business Week
    Jeff Jarvis story quote, “These conversations are going to occur whether you like it or not. Do you want to be part of that or not? My argument is you absolutely do. You can learn from them. You can improve your reaction time. And you can be a better company by listening and being involved in that conversation.”
    December 2006Ratings and Reviews on Dell.com
    June 2009Global Twitter Revenues of $6.5 M Community across the social web =3.5 million direct customer connections
    February 2006Michael Dell Asks
    Why don’t we reach out and help bloggers with tech support issues?
    August 2006Blog Outreach Expands Beyond Tech Support
    Engagement with anyone who commented about the company. Business model and other issues considered.
    February 2007IdeaStorm Launched
    A voting based site allowing customers and others to submit ideas for Dell.
    June 2009 $2M+ Sales via Twitter
    Dell outlet on Twitter surpasses $2 million in sales with another $1 million dollars in sales at dell.com
    March 2008Accepted Solutions launched on Community Dell France begins Online Community Outreach
    2006
    2008
    March 2010China Micro-Blogging
    July 2006Direct2Dell LaunchedToday Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese.
    2009
    2007
    2009Dell TechCenter
    A Collaborative Community for Datacenter pros grows by 400%
    April 2008Inside IT LaunchedBlog focused on business customers, and Cloud Computing.
    June 2007Dell joins Twitter
    Why don’t we reach out and help bloggers with tech support issues?Dell LaunchesEmployeeStormInternal Blogs Launched for Employees.
    January 2007StudioDell Launched
    Dell’s video and podcast site, with helpful tips and tricks. Eventually expanding this into the YouTube channel making sharing easier.
    2010
    January 2008Dell Aligns Organization for Success
    January 2009Dell Organizes in to 4 customer focused business units
    November 2007DellShares Launched
    The first investor relations blog by a public company.
    December 2009Huffington Post Blog
    Dell’s VP of Social Media and Community, Manish Mehta, begins blogging at Huffington Post
    June 2008Channel Blog Launched
    March 2006Community Outreach Team Formed
    Team begins by just listening and monitoring conversations to see what’s being said. The tech support experts are hand-selected for their tech problem-solving expertise and superior interpersonal skills.
    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.
    Spring 2009Some Members of Community and Conversations deployed within each of the new Dell Business units
  • #1 Social media listening command centre
    22K+ posts monitored daily by our Ground Control Team
    Monitoring in 11 languages
    5 types of reports issued
    Integrated @DellCares Twitter team
    Engaging 1000+ customers per week
    30% decline in negative commentary
  • Introducing Dell's Social Media Command Center
    http://www.youtube.com/watch?v=w4ooKojHMkA
  • # 2 Building an Online Influencer Relations Program
    Influencer identification project by BU, region or topic area
    Identify relationship owners
    Training
    Conversation tracker and tools
    Measure as part of communications monitoring - adding key online influencers to goldlist for reputation dashboard
    Going beyond virtual relationships
    Introducing Dell CAP Days (a ranters and ravers event)
    27
  • Dell Customer Advisory Panel (CAP) Days
    After: Follow-up and Action
    Before: Identification & Buzz
    CAP Days: In-person Event
    Build relationships with identified attendees online
    Gauge tone and interests through survey
    Set agenda based on results – Ranters & Ravers
    Invitees prioritized based on size of social media reach
    Listen, Listen, Listen!
    Collect feedback via artist
    Third party moderator – part of community
    Measure the comments around key business areas (positive and negative
    Gauge value to attendees through survey
    Monthly updates to attendees
    Designate relationship owners for ongoing efforts to build advocates
  • Success of CAP Days
    US:
    One of our leading reputation drivers in June
    138M Twitter reach
    Coverage in outlets including Mashable, Fast Company, others.
    Germany:
    200+ tweets from attendees
    200+ posts to XPS Forum
    100% of attendees said that event “Exceeded expectations”
    China:
    Over 1200 posts on Sina
    90% positive tonality
    Coverage highlights (across Sina, RenRen, microblogs and forums)
  • Principles
    Policy
    Governance
    Training & tools
    #3 Social Media & Community University
  • Austin - July
    London - Sept
    Xiamen - Nov
    Social Media unconferences
  • Key: Integrated Communication
    Social media is not stand-alone or a separate activity
    Long-term activity and resource commitment
    Integral to your marketing and communication mix
    Integral to the success of your efforts
  • Understand Who to Pay Attention to
    33
  • Where Do You Look?
    Blogs
    Wikis
    Audio
    Images
    Social Networks
    Data/ Slides
    Micro-blogging
    Video
    Search
    Forums
  • There Are a Lot of Tools…
    Monitoring
    Tactical
    Strategic
    Listening
  • Getting It Right - Tips
    Listen

    Plan

    Engage
    Why are you listening? Listen for the sake of making changes
    Online influencers make for powerful advocates
    When building relationships, In-person > Virtual
  • Thank you
    @KerryatDell
    kerry_bridge@dell.com
    @Jangles
    nevillehobson@gmail.com