3. Social media Virtual
Mobile Cloud
Always on
Data
explosion
Technology trends are changing the way we connect with each other.
3 @stephenjatdell
4. Technology trends are changing the way we connect with each other.
4
of the world’s
population are now
using the Internet.
3 Billion
By 2016, 350M employees
will use smartphones. 200M
employees will bring their
own device to work.
350 Million
of mid-market companies
are using cloud models in
their business (SaaS).
>50%
58 Billion
mobile application
downloads by 2015
2.5 Quintillion
bytes of data being created
every day.
of workloads customers
expect to virtualize by 2014
73%
@stephenjatdell
9. 9
1. Know your customer
Focus on them and not being random
2. Build and commit to your Social strategy
Requires a paradigm shift
3. Train and empower your employees
Your greatest brand Ambassadors
4. Listen, Engage and Act
Execution is everything
5. Social = Brand
Social Media is an extension of your Brand and values
@stephenjatdell
Social Media: The 5 steps towards success
10. Know your Customer
• Social demographics
Look at the social properties that align to
your target customer
Understand the behaviour of your target
customers on Social Media
Confidential10
Courtesy of https://blog.compete.com/2012/12/14/this-is-what-an-age-breakdown-of-the-top-social-sites-looks-like-3/
Random Social Media rarely work,
however when it does…
12. 12
Create a complete strategy that aligns with your Brand.
• Identify, Define Social Media strategy and policies
• Train Staff for self-empowerment
• Listen to the Community
• Engage and Act consistent with your brand
• Quantify results
@stephenjatdell
BUILD
EXECUTE
Social Media: Strategy/Tactical
MEASURE
13. “If your social strategy relies on advertising in social
media, it’s probably better to hang on to your money.”
– Taddy Hall
@stephenjatdell13
14. Listening
14 @stephenjatdell
Identify:
What do YOU want
from YOUR Social
Media efforts?
Brand Reputation
Conversation
Customer Stories
Engaging Virtual Project Management
Sharing ideas
Feedback
Campaigns
Viral Content
Collaboration
Demand Generation
CRM
Potential Issues
Consideration
Competition Buzz
Support
Strategy
15. 15 @stephenjatdell
• Training is essential
• Clearly sets out the principles of
listening and engaging
• Puts processes in place to execute
• Principles
• Policy
• Governance
• Allows for ALL employees to participate
• Minimises risk and exposure for a
company
• Also for agencies and contract workers
Training Training:
Empowering the
masses!
http://www.dell.com/socialmedia
16. 16 @stephenjatdell
• Transparency is key
• 2 types of business profiles
– Company
– On behalf of Company
› @stephenjatdell
• Always disclose you association
– Even with personal social profile
› #IworkforDell
Profile Your Social Persona:
Don’t hide your
association!
17. "Social media is the ultimate canary in the coal mine.“
- Jay Baer
@stephenjatdell17
18. 18 @stephenjatdell
Brand Reputation
Product Evaluation Potential Issues
Instant Feedback
Queries on Product/Services
Support
Customer Stories
Peer to Peer Influence
Comments
Sales Lead Generation
27,000 posts daily about Dell
Why you need to
Listen!
19. @stephenjatdell19 23/05/2013
• Utilise a tool that covers the
entire Social landscape
• Set intelligent listening
criteria
• Make it available on multiple
platforms and provide alerts
• Listening keys:
• Sentiment
• Influencers
• Trends
• Early warnings
Listening tools:
It’s all in the setup!
20. @stephenjatdell20 23/05/2013
• Allows for ‘indirect’ access to
Social properties
• Publishing tool provides
integration with analytical tool
• Centrally monitored
• Multi-platform
• Used for campaign planning
• Built-in workflow
Social Publishing:
Management/Control
21. "Engaging in honest, direct conversations with customers and
stakeholders is a part of who we are, who we've always been."
- Michael Dell
@stephenjatdell21
22. 22 @stephenjatdell
• Engagement doesn’t mean
responding to everything!
• Do not use to neutralise or argue a
dissenting opinion
• Look for landmines
…and don’t Tweet when you’re in a bad
mood
Engagement:
Food for thought
23. 23 @stephenjatdell
#FAIL:
Think before Tweet
• When you tweet for
a company you ARE
the company
• Forget the delete
button – once its
posted, its
permanent
24. “Number of Fans and Followers is NOT a Business Metric –
What You Do With Them Is.”
– Jeremiah Owyang
@stephenjatdell24
25. @stephenjatdell25 23/05/2013
Quantify
Analytics:
Measuring what’s
important
• Brand Health –
Net Promoter Scores, Social Net Advocacy
• Customer Satisfaction (Social Support) –
Within the Social environment, community
responses
• Conversion (User Content) –
Customer reviews, user generated content
• Consideration –
Effectively driving traffic to dell.com
• Revenue –
‘Social’ associated purchases, indirect and
direct attributed
26. “It’s hard to get lice out of your head, and there’s no easy
cure for shaking off campaign-based thinking, either.”
– David Berkowitz
@stephenjatdell26
27. 27 @stephenjatdell
Social Media: generates excitement
Dell Vlog YouTube channel
• Dell Ultrabook Challenge had
over a million views in first 48
hours
• Over 13 millions views on Vlog
• In addition to products
• Quarterly results
• Community service
• Customer Stories
28. 28 @stephenjatdell
Social Media: crowdsourcing
IdeaStorm: tapping into the collective
intelligence of the community
• Introduced in 2007
• Over 18,000 ideas submitted
• Over ¾ of a million votes
• 97,000 comments
• +520 ideas implemented
29. 29 @stephenjatdell
Social Media: 1 to many support
DellCares: support outreach
• Regional teams provide localised service
• Over 3,000+ engagements a week
• 11 languages
• Proactive and reactive
• Positive impact to customer satisfaction:
• 45% conversion rate
30. “A brand is no longer what we tell the consumer it is – it is
what consumers tell each other it is.”
– Scott Cook
@stephenjatdell30
31. @stephenjatdell31 23/05/2013
Irish Cancer Society: Daffodil Day
• Key component in an overall
campaign
• Promotes association with
event and Dell Ireland
• Dell Ireland Twitter trending
in Ireland during event
• Created mobile app
over 500+ uploads
Social = Brand
