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How Dell aligns Social within the Organisation - PRII Annual Conference - PR at the media crossroads


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Presentation on Dell's Social Media alignment with the Brand. 25 April 2013. Public Relations Institute of Ireland Annual Conference 2013. PR at the media crossroads

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How Dell aligns Social within the Organisation - PRII Annual Conference - PR at the media crossroads

  1. 1. Social MediaHow Dell aligns Social within the OrganisationPRII Annual Conference, Dublin – 25/04/13Stephen Jio - Dell
  2. 2. 2 @stephenjatdellSocial Media:enabled by technologydriven by content
  3. 3. Social media VirtualMobile CloudAlways onDataexplosionTechnology trends are changing the way we connect with each other.3 @stephenjatdell
  4. 4. Technology trends are changing the way we connect with each other.4of the world’spopulation are nowusing the Internet.3 BillionBy 2016, 350M employeeswill use smartphones. 200Memployees will bring theirown device to work.350 Millionof mid-market companiesare using cloud models intheir business (SaaS).>50%58 Billionmobile applicationdownloads by 20152.5 Quintillionbytes of data being createdevery day.of workloads customersexpect to virtualize by 201473%@stephenjatdell
  5. 5. 5 @stephenjatdellSocial Media:technology tocollaborate
  6. 6. @stephenjatdell6ProductR&DCommunicationsCustomerServiceMarketingEmployeesRetailingA business can be like a puzzle.
  7. 7. @stephenjatdell7ProductR&DCommunicationsExternalCustomerServiceMarketingEmployee OnlinePresenceNot all pieces interconnect.
  8. 8. @stephenjatdell8ProductR&DCommunicationsExternalCustomerServiceMarketingEmployee OnlinePresenceSocialMediaSocial Media: connects the business.
  9. 9. @stephenjatdell9ProductR&DCommunicationsExternalCustomerServiceMarketingEmployee OnlinePresenceSocialMediaSocial Media: facilitates the conversation.“…equally important to usesocial media internally tofacilitate communicationbetweendepartments, overcomegeography, and ultimately tomaximize productivity..”–Steve Nicholls, author
  10. 10. @stephenjatdell1061% find it easier toCollaborate60% find that internal socialmedia demonstratesInnovation58% find a company thatdeploys internal social mediais one to TrustEmployee Social Media network1 Source: APCO Worldwide and Gagen MacDonald, Survey on the State of the U.S. Workplace as Viewed by America’s Workforce, October 2011.
  11. 11. “Social Media is about sociology and psychology morethan technology.” – Brain Solis Principal of Altimeter Group@stephenjatdell11
  12. 12. @stephenjatdell12ProductR&DCommunicationsExternalCustomerServiceMarketingEmployee OnlinePresenceSocialMediaEmployee Focus• Internal Social engagement• Increased Collaboration• Enable virtual InnovationSocial Media: content drives participation.
  13. 13. Internal Social Media - Chatter@stephenjatdell13• Accessible for all 100,000+ staff• Over 2,000 subject matter groups• Project management with work flow• Share files and lock view only• Multi-platform (tablet, smartphone)
  14. 14. @stephenjatdell14ProductR&DCommunicationsExternalCustomerServiceMarketingEmployee OnlinePresenceSocialMediaCommunications External• Brand reinforcement• Announcements• Talent acquisitionSocial Media: effective niche targeting
  15. 15. @stephenjatdell15 25/04/2013Social Media: builds Brand valueIrish Cancer Society: Daffodil Day• Key component in an overallcampaign• Promotes association withevent and Dell Ireland• Dell Ireland Twitter trendingin Ireland during event• Created mobile appover 500+ uploads
  16. 16. 16 @stephenjatdellSocial Media: generates excitementDell Vlog YouTube channel• Dell Ultrabook Challenge hadover a million views in first 48hours• Over 13 millions views on Vlog• In addition to products• Quarterly results• Community service• Customer Stories
  17. 17. @stephenjatdell17ProductR&DCommunicationsExternalCustomerServiceMarketingEmployee OnlinePresenceSocialMediaSocial Media: ideas are borneProduct Research & Development• Product ideation• Feedback loop• Early warning detection
  18. 18. 18 @stephenjatdellSocial Media: crowdsourcingIdeaStorm: tapping into the collectiveintelligence of the community• Introduced in 2007• Over 18,000 ideas submitted• Over ¾ of a million votes• 97,000 comments• +520 ideas implemented
  19. 19. @stephenjatdell19ProductR&DCommunicationsExternalCustomerServiceMarketingEmployee OnlinePresenceSocialMediaCustomer Service• Listening• Outreach• Providing solutionsSocial Media: engaging the community.
  20. 20. 20 @stephenjatdellSocial Media: 1 to many supportDellCares: 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
  21. 21. 21 @stephenjatdellSocial Media bestpractice or…“Think before youjump”
  22. 22. 22Creates an environment that aligns with your Brand behaviour.1. Identify, Define Social Media strategy and policies2. Train Staff for self-empowerment3. Listen to the Community4. Engage and Act consistent with your brand5. Quantify results@stephenjatdellBUILDEXECUTESocial Media: in 5 stepsMEASURE
  23. 23. Listening23 @stephenjatdellIdentify:What do YOU wantfrom YOUR SocialMedia efforts?Brand ReputationConversationCustomer StoriesEngaging Virtual Project ManagementSharing ideasFeedbackCampaignsViral ContentCollaborationDemand GenerationCRMPotential IssuesImportant AnnouncementsCompetition BuzzSupportBUILD
  24. 24. 24 @stephenjatdell• Training is essential• Clearly sets out the principles oflistening and engaging• Puts processes in place to execute• Principles• Policy• Governance• Allows for ALL employees to participate• Minimises risk and exposure for acompany• Also for agencies and contract workersBUILD Training:Empowering themasses!
  25. 25. "Social media is the ultimate canary in the coal mine.“- Jay Baer@stephenjatdell25
  26. 26. 26 @stephenjatdellBrand ReputationProduct Evaluation Potential IssuesInstant FeedbackQueries on Product/ServicesSupportCustomer StoriesPeer to Peer InfluenceCommentsSales Lead Generation27,000 posts daily about DellEXECUTEWhy you need toListen!
  27. 27. @stephenjatdell27 25/04/2013EXECUTE• Utilise a tool that covers theentire Social landscape• Set intelligent listeningcriteria• Make it available on multipleplatforms and provide alertsListening tools:It’s all in the setup!
  28. 28. "Engaging in honest, direct conversations with customers andstakeholders is a part of who we are, who weve always been."- Michael Dell@stephenjatdell28
  29. 29. @stephenjatdell29 25/04/2013• Allows for ‘indirect’ access toSocial properties• Publishing tool providesintegration with analytical tool• Centrally monitored• Multi-platform• Used for campaign planning• Built-in workflowSocial Publishing:Management/ControlEXECUTE
  30. 30. 30 @stephenjatdell• Engagement doesn’t meanresponding to everything!• Do not use to neutralise or argue adissenting opinion• Look for landmines• Think before you post, the deletebutton doesn’t work…and don’t Tweet when you’re in a badmoodEngagement:Food for thoughtEXECUTE
  31. 31. “Number of Fans and Followers is NOT a Business Metric –What You Do With Them Is.”– Jeremiah Owyang@stephenjatdell31
  32. 32. @stephenjatdell32 25/04/2013MEASUREAnalytics:Measuring what’simportant• Brand Health –Net Promoter Scores, Social Net Advocacy• Customer Satisfaction (Social Support) –Within the Social environment, communityresponses• Conversion (User Content) –Customer reviews, user generated content• Consideration –Effectively driving traffic to• Revenue –‘Social’ associated purchases, indirect anddirect attributed
  33. 33. HostedCommunitiesExternalCommunityExternalCommunityExternalCommunityExtranetsInternalNetworksInternalExternalEmployeesTopicalExpertsCustomersDirect2DellSalesExternalCommunitySupportSocial Ownership:A complex modelCommunications
  34. 34. Social Media: process ownershipStrategyBusiness unitsGovernanceSocial Media1TrainingSocial MediaTacticalBusiness / Comms2 334 @stephenjatdell
  35. 35. Thank you@stephenjatdell