[talking points] To put things into context why I am here to speak about Social Media.We are a large global company that had our beginning with a model of engagement over the InternetWe have grown to become a large multi-national corporation that specialises in providing solutions to small and large businesses alike along with having a worldwide customer base.Rather than running our business in a centralised manner, we have staff located throughout the world in all of our markets, thus understanding the need to engage.
[talking points] We are not just about being a transactional company, we are also a company with a history of civic duty with the environment and society and heavy engagement both from a company level and from employees directly.
[talking points] So it stands to reason why we are also so heavily involved into Social Media as we have recognised the importance of listening.With 4,000 conversations everyday, Dell is one of the most often talked about brands in Social Media, so it is important to listen and engage.We have a large community of connections that provide us with valuable input, guidance, ideas all invaluable to us in how we operate as a company.The results have been good, and yes it has provided us with some revenue but in the grand scheme of things that is not
[talking points]The 3 things about our history timeline in Social MediaWe’ve been in it since 2006 or a lifetime as far as Social Media yearsOur beginnings were based on and continue to be as a means to engage with people Our focus in the beginning was to utilise the community to share the conversation and solutions along with allowing others who may have experienced similar situations to provide theirs to the communityThen we moved into niche communities to allow people with similar interests to share their experiences and solutionsToday we are looking at ways to utilise social media as a channel to allow customers to help other customers in choosing solutions that best suit.
[talking points]We use Chatter for internal social media that allows staff to engage in a community that is specifically for staffDirect2Dell is a Dell managed community that allows users to engage with other users and Dell expertsYouTube allows us to virally seed video out to the community for items like product launches and eventsTwitter is our main and most effect social media tool as it brings ‘real-time’ engagement to regional followersFacebook provides greater detail on posts as it can incorporate multimedia and a greater depth of detail
[talking points]See detail under each example
[talking point]The most famous example of citizen journalism, Miracle on the Hudson40,000 views in the first 4 hoursRepublished in nearly all major news medias
[talking points]Argument against - The premise of citizen journalism is that regular people can now collect information and pictures with video cameras and cellphones, and distribute words and images over the Internet. Advocates argue that the acts of collecting and distributing makes these people “journalists.” This is like saying someone who carries a scalpel is a “citizen surgeon” or someone who can read a law book is a “citizen lawyer.” Tools are merely that. Education, skill and standards are really what make people into trusted professionals. Information without journalistic standards is called gossip.Argument for - Supporters of “citizen journalism” argue it provides independent, accurate, reliable information that the traditional media don’t provide.
[talking points]Do traditional journalism abuse this news source?
[talking points]Local accounts at every store to promote local event and specialsTweets with links to recipesAllow customers to give feedback both positive and negative in tweetsOver 1.8 million followers
[talking points]Regarded widely as a successful customer service channel. - Handles a small proportion of companies support requestsTeam listen to customers, and respond within an hour. Over 20,000 issues solved a yearOver 42,000 followers
[talking points]The most notable and successful social media blog vehicle with large following with TwitterInfluential force in social MediaOver 2 million followers
[talking points]Successful in providing viral offers in social mediaPassive selling – community choose to follow$6.5 million in overall Twitter revenue1.5 million followers
Citizen Journalism and Making a Name in Social Media
Making a Name in theSocial Media worldStephen Jio @stephenjatdellCity University, London 19/11/10
Making a Name in the Social Media world• Dell is…• A history of Dell in Social Media• Examples of how Dell engages• Examples of best practice• Citizen Journalism• The perils of engagement• 3 things to remember…2 Confidential Global Marketing
Dell is Global… 2 96,000 Dell.com in 166 Service Team Billion Employees countries and members in 90 Interactions globally 34 languages countries Annually3 Confidential Global Marketing
Dell is Responsible… Greenest Perfect score in Proud 200,000 hours company in Corporate Corporate of Volunteer America 2010 Equality Index supporter of time by (Newsweek) (6th year in a row) (PRODUCT)RED™ Employees4 Confidential Global Marketing
Dell is Social… 100,000 $6,500,000 in 4,000 3,500,000 Customer revenue for Conversations Community generated Dell Twitter every day connections reviews globally5 Confidential Global Marketing
A history of Dell in Social Media6 Confidential Global Marketing
Examples of how Dell engages Internal Dell Community Multimedia One to many In depth7 Confidential Global Marketing
Examples of best practices Local Viral Support Social Media Journalism Transactional8 Confidential Global Marketing
Citizen Journalism9 Confidential Global Marketing
Citizen Journalism10 Confidential Global Marketing
Citizen Journalism11 Confidential Global Marketing
The perils of engagement12 Confidential Global Marketing
3 things to remember…• Remember who you are – There is a fine line between your social and your private persona. Crossing that line can come back to haunt you in your public life and will cause apprehension with your private connections as they wonder if is you the person or you the business.• You don’t own your message! – This is the ‘Chinese Whispers’ syndrome; the integrity of your message will always be at risk of being interpreted differently than what your intent was especially after being ‘retweeted’ for the 100th time. Do not leave any ambiguity in your message.• Trust and transparency – Social media is built on trust. I trust you therefore you trust me and you’ll be more inclined to read what I post. Be authentic and transparent.13 Confidential Global Marketing
The tools of the Social Media world14 Confidential Global Marketing
Social Media, get engaged15 Confidential Global Marketing