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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”
  • Transcript

    • 1. 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
    • 2. 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
    • 3. What Social Media Is and Isn’t
      3
    • 4. It’s A New Game
      4
    • 5. It’s A New Game
    • 6. The “Big 4”
    • 7. 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
    • 8.
    • 9. http://yfrog.com/h3g76hj
      9
    • 10. 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
    • 11.
    • 12. 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
    • 13. Twitter (micro blog)
      200 million users
      About 25% are active
    • 14.
    • 15. 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)
    • 16. 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”
    • 17. Steps…
      Listen

      Plan

      Engage
      17
    • 18. 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
    • 19. 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.
    • 20. 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
    • 21. Plan before you get started
      Example planning template:
    • 22. 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
    • 23. 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
    • 24. 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
    • 25. #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
    • 26. Introducing Dell's Social Media Command Center
      http://www.youtube.com/watch?v=w4ooKojHMkA
    • 27. # 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
    • 28. 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
    • 29. 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)
    • 30. Principles
      Policy
      Governance
      Training & tools
      #3 Social Media & Community University
    • 31. Austin - July
      London - Sept
      Xiamen - Nov
      Social Media unconferences
    • 32. 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
    • 33. Understand Who to Pay Attention to
      33
    • 34. Where Do You Look?
      Blogs
      Wikis
      Audio
      Images
      Social Networks
      Data/ Slides
      Micro-blogging
      Video
      Search
      Forums
    • 35. There Are a Lot of Tools…
      Monitoring
      Tactical
      Strategic
      Listening
    • 36. 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
    • 37. Thank you
      @KerryatDell
      kerry_bridge@dell.com
      @Jangles
      nevillehobson@gmail.com