Is Your Business Bold Enough for Social Culture?

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

Is Your Business Bold Enough for Social Culture?

by Neville Hobson

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