1
Dell - Internal Use - Confidential
#ItTakesaVillage
To Make Business Social
Connie Bensen
June 18, 2014
2
Dell - Internal Use - Confidential
• Defined Community Manager Role across business functions (2006)
• Pioneered big dat...
3
Dell - Internal Use - Confidential
Altimeter has defined ‘Digital Transformation’
4
Dell - Internal Use - Confidential
Essentials for Making Business Social #ItTakesaVillage
1. Data and analytics
2. Custo...
5
Dell - Internal Use - Confidential
The Business requires accountability. #DataDriven
Dell’s social presence:
- 60% year ...
Marketing
• Dell - Internal Use - Confidential
Get to know the villagers #BeTheMayor
Understand the content ecosystem and ...
Global Marketing
Dell - Internal Use - Confidential
Create community around collaboration. #CoreTeams
Confidential7
Integr...
8
Dell - Internal Use - Confidential
Build the tools needed for the processes.
• Governance
• Reporting
• Automation
Analy...
9
Dell - Internal Use - Confidential
Five tips to make business social @scale.
1. Use data to tell your story
2. Create vi...
10
Dell - Internal Use - Confidential
Questions?
Resources
Optimize
by Lee Odden, TopRank Marketing
Revenue Engine
by Stev...
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Essentials for Making Business Social #ItTakesaVillage

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This was presented at a Sprinklr User Conference hosted by the American Heart Association on June 17, 2014 in Dallas, TX. Five steps to making business social are provided with tips on how Dell teams are accomplishing that.

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  • Move people out of their comfort zones, delegate/empower,
  • Do not let the tool define the processes.
  • Essentials for Making Business Social #ItTakesaVillage

    1. 1. 1 Dell - Internal Use - Confidential #ItTakesaVillage To Make Business Social Connie Bensen June 18, 2014
    2. 2. 2 Dell - Internal Use - Confidential • Defined Community Manager Role across business functions (2006) • Pioneered big data via insights from social data (2008) • Leading Social Content strategy and governance at Dell Connie Bensen Follow me on Twitter: @cbensen
    3. 3. 3 Dell - Internal Use - Confidential Altimeter has defined ‘Digital Transformation’
    4. 4. 4 Dell - Internal Use - Confidential Essentials for Making Business Social #ItTakesaVillage 1. Data and analytics 2. Customer-centric experience 3. Internal collaboration 4. Cross-functional participation 5. Tools based on new processes
    5. 5. 5 Dell - Internal Use - Confidential The Business requires accountability. #DataDriven Dell’s social presence: - 60% year over year growth - 12,000 certified employees - Each business function has a scorecard
    6. 6. Marketing • Dell - Internal Use - Confidential Get to know the villagers #BeTheMayor Understand the content ecosystem and workflows Social Publishing Engagement Listening Social Assets Employee Activation Marketing Resource Management (MRM) DAM Sales Enablement Extranet DISCOVER EDUCATE COMPARE CONVERT ADVOCATE Dell Tech Page One Social Channels Social Channels Digital Properties Dell TechCenter Dell.com Community Forums Demand Gen (Eloqua) Third Party Sites CMS
    7. 7. Global Marketing Dell - Internal Use - Confidential Create community around collaboration. #CoreTeams Confidential7 Integrate Social into the business functions across the customer journey
    8. 8. 8 Dell - Internal Use - Confidential Build the tools needed for the processes. • Governance • Reporting • Automation Analytics Paid Media Listening Integration Content Management Admin/ Training Dell Teams #Don’tLetTailWagtheDog
    9. 9. 9 Dell - Internal Use - Confidential Five tips to make business social @scale. 1. Use data to tell your story 2. Create visualizations of the content ecosystem and workflows 3. Put your consultant hat on and get to know your stakeholders’ needs 4. Implement through cross-functional core teams 5. Build the tools to support the new processes
    10. 10. 10 Dell - Internal Use - Confidential Questions? Resources Optimize by Lee Odden, TopRank Marketing Revenue Engine by Steven Woods, CTO Eloqua Rise of the Revenue Marketer by Debbie Qaqish Altimeter Report: Digital Transformation: Why and How Companies are Investing in New Business Models to Lead Digital Customer Experiences

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