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Become a Social Media Marketing Maestro
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Become a Social Media Marketing Maestro

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Marketing leaders from Dell and Zendesk show how they’ve utilized active listening techniques and brand-generated multimedia content to connect with social audiences, inform their marketing strategy ...

Marketing leaders from Dell and Zendesk show how they’ve utilized active listening techniques and brand-generated multimedia content to connect with social audiences, inform their marketing strategy and drive results.

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Become a Social Media Marketing Maestro Presentation Transcript

  • 1. Presenters Thomas Hynes Manager, Blogger Relations PR Newswire @thomashynes Adam Brown Executive Director, Social Media Dell @adamcb Tiffany Maleshefski Social Media Manager Zendesk @zendesk #PRNEDU
  • 2. Social MediaThe .NEXT EvolutionAdam Brown, Executive Director, Social MediaDell, Inc.Twitter: @adamcb
  • 3. 4 Confidential Global Marketing
  • 4. 5 Confidential Global Marketing www.hetem
  • 5. 6 Global Marketing
  • 6. Social Media Across the Fabric…Product Services Customer Comms Marketing Online Sales Service Group Solutions PR & HRQUALITY & DEMAND & CREDIBILITY CONVERSION CYCLE TIME RESOLUTION REPUTATIONINNOVATION THOUGHT LEADERSHIP 7 Global Marketing
  • 7. So, how did we get here? Global Marketing
  • 8. Five years of experiments and experience December 2006 October 2007 May 2008 June 2009 Ratings and Michael Dell quote in Business Week Dell Outlet achieves Global Twitter Dell named #1 most February 2006 Jeff Jarvis story quote, “These conversations are social brand in Michael Dell Asks reviews on $0.5M in sales via Twitter revenues of $6.5 M going to occur whether you like it or not. Do you want Community team active on Twitter ranking of 100 top Why don’t we reach out and help Dell.com to be part of that or not? My argument is you brands bloggers with tech support issues? absolutely do. You can learn from them. You can Small Business improve your reaction time. And you can be a better company by listening and being involved in blog launched that conversation.” August 2006 Blog outreach expands beyond March 2010 tech support February 2007 Accepted Solutions China Micro- IdeaStorm Launched launched on Community A voting based site allowing January 2009 June 2009 Blogging Dell France begins Online customers and others to submit Community Outreach Dell Organizes in to $2M+ Sales ideas for Dell. 4 customer focused via Twitter business units Social Media Listening Command Center2006 2007 2008 2009 20102011 July 2006 Direct2Dell launched Today Direct2Dell exists in Dell Social Media and English, Spanish, Norwegian, Community University Japanese and Chinese. June 2007 April 2008 2009 launched/5,000 team Dell joins Twitter Inside IT launched Dell TechCenter members trained by Blog focused on business end of year January (Aug.) Dell launches customers, and Cloud 2008 Computing. EmployeeStorm Dell aligns Internal Blogs Launched organization Spring 2009 December 2009 for Employees. for success Altimeter recognizes Dell with StudioDell launched Some Members of Huffington Post Blog “Open Leadership Award for Community and Innovation and Execution” Dell’s video and podcast site, with helpful tips and tricks. Conversations (Oct.) Eventually expanding this into deployed within each DellApril 2006 the YouTube channel making November 2007 of the new Dell launches sharing easier. DellShares launched Business units B2B pagesTech support Facebook The first investor relationsoutreach to blogs blog by a public company. (Jun.) February 2008 June 2008 Twitter expanded Channel blog launched Global Marketing
  • 9. Listen.1 Confidential 12/6/2011 Global Marketing0
  • 10. Listen. Engage. Act.1 Confidential 12/6/2011 Global Marketing1
  • 11. 1 Global Marketing2
  • 12. Global Marketing
  • 13. It’s about takingaction on thoseconversations,engaging in them. Global Marketing
  • 14. Global Marketing
  • 15. Authenticity.Genuineness. Dialogue. Global Marketing
  • 16. Global Marketing
  • 17. 18 Global Marketing
  • 18. The AIDA “funnel” is changing. Global Marketing19
  • 19. Social Search& Social Commerceare the future ofe-business. Global Marketing
  • 20. Global Marketing21
  • 21. Stacy is talking to an algorithm. No trust. Global Marketing
  • 22. Global Marketing
  • 23. Experts willbecome our bestmarketers(inside and out)24 Global Marketing
  • 24. Thank You!Adam Brown, Executive Director, Social MediaDell, Inc.Twitter: @adamcb
  • 25. Social Media: The most powerful tool we’ve everseen for sharing information and directly marketingto our customers.And this is why...
  • 26. • 572,000 new Twitter accounts are created everyday• 1 billion tweets are sent every 6 days• Sharing content via social media generates 10% of all Internet traffic• Social media sites send 11% of referral traffic
  • 27. How do you do targeting marking in a world where 1billion 140-character messages are being distributedevery 6 days?
  • 28. The key is having the right info with just enough credibility and certainty. Stop giving the hard sellThink like a journalist and not a traditional marketer
  • 29. White PapersMomentum & Visibility
  • 30. Zengage - Zendesks Blog• Original Content/Thought Leadership• How-Tos/Tip of the Week• Events/Webinars• Guest Posts• Repurposed Content
  • 31. Thinking Like Editors• Content published on an editorial calendar• Syncing up with key events such as shows and conferences (follow the #)• Tweeting "content packages"
  • 32. Follow the Hashtag#RLTM• Allison Ausband, Delta’s VP of Customer Care/ Team Twitter http://www.zendesk.com/blog/deltas-team-twitter http://www.zendesk.com/blog/its-tough-running-an-airlineAnd then later... http://www.zendesk.com/blog/why-you-cant-ignore-twitter
  • 33. Treat Each Channel Differently• Twitter = quick and dirty• Facebook = bit more time spent• Linked In = recruiting• Quora = Thought Leadership/Content Generation
  • 34. Quality vs. Quantity• Think about what your audience wants -- dont just throw spaghetti• What compelling content works for you? #infographics #statistics• Its competitive out there -- write in headlines
  • 35. Target Your Audience• Better retweeting• Influencer lists• Shining attention on our evangelists• Companywide tweeting/facebooking• Incentives to turn email subscribers into Facebook fans• Mobile searches
  • 36. The Ripple Effect• Remember -- when your content is "liked" or retweeted its getting in front of an audience you dont have access to• It is how you build follower and influencers
  • 37. Questions… Thomas Hynes Manager, Blogger Relations PR Newswire @thomashynes Adam Brown Executive Director, Social Media Dell @adamcb Tiffany Maleshefski Social Media Manager Zendesk @zendesk #PRNEDU
  • 38. Mastering Marketing in Social Media http://bit.ly/prnmaster