Empowering Your Virtual Voice


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Liz Brown Bullock, Director of Social Media & Community, Dell, discusses how you can successfully find your virtual voice with ten ideas strategically starting off to more in depth tips on content curation and building influencer relationships. Presented at the Women’s Empowerment Conference 2012 in San Diego, CA. #socialmedia #socialmediatraining

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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.
  • Before video - Ask attendees which social media platforms they are using today?Let’s take a deeper look into this social media revolution. TA Script: “Let’s start the class by watching a video that does a great job of communicating how important social media has become to modern society and business.”[Watch video]“Has anyone ever seen that video before? It’s a great video produced by a company called Socialnomics and they update it every couple of months since the statistics around social media are constantly changing as more and more people get involved.”
  • http://mashable.com/2012/05/23/egypt-election/HI Amy, Yes it erupted in protest because the campaign headquarter of Ahmed Shafiq Ex-Mubarak PM’s office were set ablaze last night. You will find more info here. To give an idea about what is going on right now :  At this stage there are two candidates “ Ahmed Shafiq “Ex-Mubarak PM’s office” and people are against him because he was part of the previous “corrupted” regime and another person- the latter is having more vote- from the Islamic party and those who are against him are saying that this party is a Radical one. Ok I will try to send you a report today or tomorrow morning at the latest with the required information.Kind regardsMustapha
  • 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.
  • What Motivates us to Share?Interesting or Insightful Material – People share material because they have found it useful or think others might find it interesting. The motivation is to bring relevant information to those we care about the most. On the other hand people might share content which is relevant for them but not necessarily the recipient. This might be done to show off their knowledge or define themselves.Advocative Sharing – We share to get the word out about causes (or brands) we believe in. Sharing is driven by our desire to maintain and shape relationships with others. Therefore if we are passionate about a cause we would want others to build a relationship with it as well.Social Validation – People share to define themselves to show what they care about and give people a sense of who they are and why they care. For example, some social networkers regularly post updates of their day to day lives. They do this for a sense of importance and because it makes them feel connected and more involved with the world.To Pass on Something Entertaining – We share to bring entertaining content to others. Humour is one of the main reasons why we are sharing content online. Just think of the memorable Old Spice campaign, which was one of the most talked about and shared viral campaigns ever.Duty or Incentive – Using an incentive is a great way to motivate someone to react to your content. This could be in the form of a discount or sale. A good example of this is LoveFilm who have sent free trials to their current customers provided they sign up a friend. They are sharing the discount and the service in exchange for a reward. This is an offline strategy but it works the same online.
  • SPEAKER NOTE: Have attendees open their toolkits to the events checklist
  • AwarenessThe total audience exposed to your owned and earned messagingEx. Monthly gross impressions, followersEngagementThe total level of participationEx. Total interactions, # fan photos/videos, % engaged on page, comments/postsInfluenceHow an information source is deemed relevant, authoritative and credibleEx. # page likes (Fans), external RTs, # of subscribersAdvocacyThe messages, opinions and recommendations about a brandEx. Message delivery, sentiment, recommendations
  • If you found this content useful and are looking for practical tips on social media you can find out more information online in a free social media toolkit.The toolkit includes [list out]
  • Winner: Hossam el-Hamalawy@3arabawyAn Egyptian journalist and dissident who has worked against the Mubarak regime for years, and who was imprisoned and tortured by state security services as a student, El-Hamalawy has now become a quintessential online voice of the Arab Spring (above). That influence is largely thanks to his vigorous offline activism, which continues today in the face of the Egyptian military's ongoing repression of protest. He argues that the spread of information online played a key role in Egypt's uprising.Followers: >53,000PeerIndex ranking: 64Gigi Ibrahim@Gsquare86Former student of Hossam el-Hamalawy who has become a citizen journalist closely associated with the Egyptian uprising (left).Followers: >33,000PeerIndex ranking: 43Mona Seif@MonasoshPart of the same prominent activist family as AlaaAbd El Fattah, she has led protest marches in Cairo and continues to use her feed to voice opposition to military trials for civilians.Followers: >46,000PeerIndex ranking: 36Marina Petrillo@alaskaRPA 22-year veteran of Italian independent radio station Radio Popolare, Marina Petrillo has now become a key Italian aggregator of news about the Arab Spring in the mould of Andy Carvin.Followers: >5,000PeerIndex ranking: 37Maria Popova@brainpickerOne of the best accounts out there, Popova cherry-picks intriguing, interesting and downright out-there technology and innovation stories from across the web. On any given day, Popova and her Brainpicker website may alert readers to anything from vintage science adverts from the Fifties to research about how cycling is helping to liberate Indian women.Followers: >118,000PeerIndex rating: 76
  • Empowering Your Virtual Voice

    1. 1. Empowering Your Virtual VoiceLiz Brown Bullock, Director Social Media & Community, Dell@lizbbullock#wec2012
    2. 2. Global MarketingBusiness issocializingwithpurpose2 Confidential 4/16/2013Graphic thanks to Gapingvoid.com Hugh MacLeod
    3. 3. Global MarketingAugust 2006Blog outreachexpands beyondtech SupportAugust 2006Blog outreachexpands beyondtech supportDecember 2006Ratings andreviews onDell.comJuly 2006Direct2Dell launchedToday Direct2Dell exists inEnglish, Spanish, Norwegian,Japanese and Chinese.February 2006Michael Dell AsksWhy don’t we reach out and helpbloggers with tech support issues?January 2007StudioDell launchedDell’s video and podcast site,with helpful tips and tricks.Eventually expanding this intothe YouTube channel makingsharing easier.February 2007IdeaStorm LaunchedA voting based site allowingcustomers and others to submitideas for Dell.June 2007Dell joins TwitterDell launchesEmployeeStormInternal BlogsLaunched forEmployees.October 2007Michael Dell quote in Business WeekJeff Jarvis story quote, “These conversations aregoing to occur whether you like it or not. Do youwant to be part of that or not? My argument is youabsolutely do. You can learn from them. You canimprove your reaction time. And you can be abetter company by listening and being involved inthat conversation.”November 2007DellShares launchedThe first investor relations blog bya public company.January2008Dell alignsorganizationfor successFebruary 2008Twitter expandedMarch 2008Accepted Solutionslaunched on CommunityDell France begins OnlineCommunity OutreachMay 2008Dell Outlet achieves$0.5M in sales via TwitterCommunity team active on TwitterSmall Businessblog launchedApril 2008Inside IT launchedBlog focused on businesscustomers, and CloudComputing.June 2008Channel bloglaunchedJanuary 2009Dell Organizes in to4 customer focusedbusiness unitsSpring 2009Some Members ofCommunity andConversationsdeployed within eachof the new DellBusiness unitsJune 2009$2M+ Salesvia Twitter2009Dell TechCenterJune 2009Global Twitterrevenues of $6.5 MDecember2009HuffingtonPost BlogChina Micro-Blogging2006 2007 2008 2009 2010 20113 ConfidentialOctober 20101Altimeter recognizes Dell with“Open Leadership Award forInnovation and Execution onListeningJune 2010Dell launches B2B pagesFacebookApril 2011 Dellnamed #1 mostsocial brands inranking of 100 topDell Social Media andCommunity Universitylaunched/5,000 teammembers trained byend of year(Aug.)March 2010Launch @DellCares;today 24/7 11 languagesDec 2010 launchedSocial Media ListeningCommand CenterFive year journey of embedding social to be a better business
    4. 4. Global MarketingHow companies organize for social media:• Holistic: Everyone is in customer service and support and any employeewho wants to be social is enabled• Dell & Best Buy’s Twelpforce are examplesConfidential5 4/16/2013Source: Survey of 140 Corporate Social Strategists, Altimeter Group, November 2010
    5. 5. Global MarketingThis discussion will cover…How Social Media ischanging ourlandscapePlanning: 10 tips to getyou started & keep yougoing!Confidential7
    6. 6. Global MarketingWhat is social media?• Any tool or service that uses Internet tofacilitate conversations• Words, pictures, video, audio, experiences,observations, opinions, news and insights• Connections and collaborations betweenfriends, peers, and influencers• The redistribution of influence• An opportunity and privilege- Brian Solis, “Engage!”Confidential8
    7. 7. Global MarketingThe Social Media Revolution9Video Thanks to Erik QualmanSource: http://www.youtube.com/watch?v=0eUeL3n7fDs&feature=related
    8. 8. Global MarketingSocial Media is reinventing how business is doneRed Robin, Gourmet Burgers• 460-restaurant chain used internal social network to launch new sandwiches• Traditional 6 month process: mailing spiral-bound books, getting feedback, etc• Taught managers recipes, fastest way to make them all via video & online indaysCompanies are using social to:• Build teams that solve problems faster• Share information among employees, partners & customers• Bring customer ideas & input in to the companyConfidential10 4/16/2013
    9. 9. Global MarketingCustomers want to interact• 93% of Americans believe a companyshould have a social media presence• 85% believe a company should beactive with customers in social media• 56% feel a stronger connection withcompanies they interact within insocial mediaConfidential11 4/16/2013Source: Cone Research of 1000+ Americans, September 2008
    10. 10. Global MarketingPlanning12 Confidential 4/16/2013
    11. 11. Global MarketingYour social strategy needs as much forethought as anyother business processConfidential13 4/16/20131. Planning2. Listening3. Engaging4. MeasuringTip 1: Write up a planAccording to CRM industryanalyst, Brent Leary:“Strategic users are almost3xs more likely to executeactivities for engaging prospectsthan informal users (53% vs. 19%)”Source: Brent Leary’s Strategically Social: 5 Keys to Becoming a Social Business
    12. 12. Global MarketingQuestions 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?Tip 2: Tie social media to your business and customer objectivesConfidential14 4/16/2013I think it starts with understanding what the organization’s goalsare…part of the problem is that too many people want to jump into aFacebook “strategy” or a Twitter “strategy” – Shel HoltzSource: Shel Holtz: http://labs.openviewpartners.com/shel-holtz-talks-content-and-social-strategies/
    13. 13. Global MarketingEmbedding social to Dell’s purpose:Confidential15 4/16/2013• Deepening our customer relationships and helping our customersthrive• Dell encourages thoughtful and customer focused interactions at everytouch point
    14. 14. Global MarketingListening16 Confidential
    15. 15. Global MarketingQuestions to Ask in the Listening StageTip 3: Identify and target your community• Any social strategy first begins with listening to feed & inform your strategicplan• Listening should be for conversations about the company, product(s),category, competitors and the industry• By listening, you gain insights on what people are talking about & how theytalk about companies and products– 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?Confidential17 4/16/2013
    16. 16. Global MarketingDell’s Social Media Listening Command Center25,000 posts a day
    17. 17. Global MarketingListening report: 2012 Egyptian Elections19 Confidential
    18. 18. Global Marketing21Listening to conversations: Twitter searchConfidential
    19. 19. Global Marketing22Listening to conversations: Google.com/AlertsConfidential
    20. 20. Global Marketing23Listening to conversations: Socialmention.comConfidentialGoogle.com/Alerts
    21. 21. Global MarketingFish wherethe fishare…24 Confidential
    22. 22. Global MarketingWhere? Broad use social media platformsConfidential25
    23. 23. Global MarketingLet’s startengaging…26 Confidential 4/16/2013
    24. 24. Global MarketingEngagement pyramidConfidential27 4/16/2013
    25. 25. Global MarketingStandard conversation values for engagement:• Authentic• Personal• Transparent• Inclusive• Honest• Conversational• EducationalIt’s not just about being outthere and participating, it’sabout being authentic andbringing valueConfidential28 4/16/2013
    26. 26. Global MarketingEngagement Ideas to get started…Facebook• Like• Comment• Post link to an article of interest• Check inTwitter• ReTweet relevant, useful content• Reply promptly• Twitter events with hashtagLinkedIn• Recommend a team member• Provide status updateBlogs• Comment on relevant blogsSlideshare• Upload most recent, relevant presentation• Tweet and/or post on facebook that you uploaded presentationConfidential29 4/16/2013
    27. 27. Global MarketingDevelopcompellingcontent andmake itshareableSource: http://blog.hubspot.com/blog/tabid/6307/bid/14353/60-of-Social-Media-Messages-are-Links-to-Published-Content-Data.aspxConfidential30
    28. 28. Global MarketingContent 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 and20% self promotion• Being real on social media makes 80% targeteasy to reach• When you share a great article or blog post,use their twitter nameConfidential31 4/16/2013
    29. 29. Global MarketingIdentifying good content to share:• Idea 5: Follow @lizstrauss (twitter)– What publications do you already read?› Follow their Twitter account– Follow customers, partners and your industrythought leaders– Follow industry experts and thought leaders insocial media– Stay up to date with industry blogs onGoogle.com/readerConfidential32 4/16/2013
    30. 30. Global MarketingGoogle ReaderConfidential33 4/16/2013
    31. 31. Global MarketingOnline curated sites for relevant content:Idea 6: Vary your content and keep target audience in mindLionel Menchaca’s, Dell’s Chief Blogger, recommendation:techmemeGuy Kawasaki recommendations:Smartbrief (customize industry topicsfor daily top stories via email)Stumbleupon (customized by yourinterests includes photography)Alltop (top stories by popular media)My recommendation:LinkedIn Today@LinkedInToday (twitter)Confidential34 4/16/2013
    32. 32. Global MarketingSchedule posts via BufferApp.com• Idea 7: Avoid pushingthe same content toall your platforms• Buffer: Available forTwitter, Facebook &LinkedInConfidential35
    33. 33. Global MarketingIncreasefans &followers36 Confidential 4/16/2013
    34. 34. Global MarketingIncreasing fans and followers:• Idea 8: Adopt a relationship mindset. Just as you do withyour 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 ifyou can be of additional assistanceConfidential37 4/16/2013
    35. 35. Global MarketingBuild stronger relationships by bridging social & in-person• Idea 9: 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 SlideshareConfidential38
    36. 36. Global MarketingWhat the heck is a #hashtag?!?• Relevant keyword or phrase prefixed with the symbol# (no spaces)• Objective: categorize on common topics & allowssearch• Searching by hashtag, allows you to see allconversations• Hashtags are extremely popular at events. It allowslikeminded folks to connect, plus share conferenceinsights to the outside worldReminders:• Before you publish a new hashtag, check & see if it isbeing used• Keep it short! Only 140 characters in Twitter• Publish out your hashtag everywhere before eventsConfidential39 4/16/2013
    37. 37. Global MarketingMeasuring40 Confidential 4/16/2013
    38. 38. Global Marketing41No single measurement for social mediasuccess• Idea 10: Select key performance indicators based on your objectivesConfidentialInfluenceEx. # page likes,/shares, externalRTs, # of subscribersAwarenessEx. Monthly gross impressions, #of fans/followersAdvocacyEx. Message delivery, sentiment,recommendationsEngagementEx. Total interactions, # fanphotos/videos, % engaged onpage, comments/posts
    39. 39. Global MarketingTop Ten Ideas:Idea 1: Write up a planIdea 2: Tie social media to your business and customer objectivesIdea 3: Identify and target your communityIdea 4: Sign up for free Listening tools if you haven’t already…Idea 5: Follow @Lizstrauss (twitter) for content inspirationIdea 6: Vary your content and keep target audience in mindIdea 7: Avoid pushing the same content to all your platformsIdea 8: Adopt a relationship mindset. Just as you do with your friends, engage fans andfollowers in meaningful waysIdea 9: Take advantage of in-person interaction to deepen relationshipsIdea 10: Select key performance indicators based on your objectivesConfidential42 4/16/2013
    40. 40. Global MarketingMake time for social media43 Confidential• Add 30 minutes to your calendar 2x a week tolisten or engage in social media• Don’t go overboard – just start with 1-2 platforms• Download social applications to your phone• Find a social media mentor• After a customer meeting, thank the customer insocial media• Use relevant hashtags to connect with eventattendees, speakers, etc.
    41. 41. Global MarketingWhen you rock, the world pays attention…Confidential44 4/16/2013
    42. 42. Global Marketing45 Confidential 4/16/2013Thank YouQ&A
    43. 43. Global MarketingDell social media toolkitGuide to how small and medium businesses can make the most of social mediawww.slideshare.net/DellSMB/dell-smb-socialmediatoolkitThe guide includes:• How to develop a social media strategy• Creating social media guidelines• Best practices and case studies• Choosing your social media channels• Measurement and influence• Tips from social media experts• Practical advice to get startedAvailable online
    44. 44. Global MarketingInfluential women on TwitterGigi Ibrahim@Gsquare86Cairo, EgyptFollowers: >52,800Marina Petrillo@alaskaRPMilano, ItalyFollowers: >7,600Françoise Boivin@FBoivinNPDGatineau, QCFollowers: >1,900Confidential47
    45. 45. Global MarketingDon’t forgetabout yourpersonalbrand48 Confidential
    46. 46. Global MarketingIf you are not brandingyourself, you can beassured that others aredoing it for you…49 Confidential 4/16/2013
    47. 47. Global MarketingScott Monty, Ford, is a big deal in social media• Monty best recognized face for Ford• Ford first brand to debut car on Facebook vs. auto shows• Ford first major brand on Google+• Successful for forging new social media pathsExample: Ranger Station, fan site, received cease & desistletter for copy infringement– Bloggers started igniting torches on a case of corporate bullying– Ford had already been in online conversations– Monty previously spent 5 years blogging & making connections– Ranger site could continue operating, so long as theydiscontinued the sale of unlicensed Ford merchandise.– A first for social leading crisis managementConfidential50 4/16/2013
    48. 48. Global MarketingWhy employees should care?Strong personal brands add value to corporate brands!• Publicity & visibility• Build organizational credibility• Increased Engagement levels• Expands influence• Human connection to organizationsConfidential51 4/16/2013
    49. 49. Global Marketing5 QuestionsQuestion #1: What are your goals?Question #2: What do you value?Question #3: What are you passionate about?Question #4: What motivates you?Question #5: What makes you remarkable?Confidential52 4/16/2013
    50. 50. Global Marketing5 RulesRule #1: Be DiligentRule #2: Be ConsistentRule #3: Be RelevantRule #4: Be InterestingRule #5: Be YourselfConfidential53 4/16/2013
    51. 51. Global Marketing5 StepsBuilding lasting, effective personal brands takes time and there is no one-size-fits-all processStep #1: Take InventoryStep #2: Develop a (Brand) planStep #3: Craft Your IdentityStep #4: Choose the Right Tools & ChannelsStep #5: Measure & RepeatConfidential54 4/16/2013
    52. 52. Global MarketingTools & ChannelsConfidential55 4/16/2013Tools & Channels:You have to use them to understand them• Websites• Blogs/micro-blogs• Podcasts• Social Networks (Facebook, LinkedIn, Twitter)• EventsDon’t Forget to:• Make yourself findable (SEO, social networks)• Cultivate relationships with peers, influencers, customers• Donate your expertise to a cause• Start & join conversations
    53. 53. Global Marketing“We are CEO’s of our own companies, MeInc. To be in business today, our mostimportant job is to be head marketer forthe brand called you”- Tom PetersConfidential56 4/16/2013