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Achieving Buy In On All Levels: Creating Brand Ambassadors


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Liz Brown Bullock, Director of Social Media and Community, Dell, presents on how to achieve buy in at all levels and create brand ambassadors. Employees are key ingredient for success in this new modern world. See how Dell has trained 8,000+ employees and activated them to be a better business. Presented April 2013 at GSMI Social Media Strategy Summit, Chicago. Learn more about Dell Social Media here:

Published in: Business, Technology

Achieving Buy In On All Levels: Creating Brand Ambassadors

  1. 1. Achieving Buy In On All Levels:Creating Brand AmbassadorsLiz Bullock, Director Social Media & MarketingLiz Brown Bullock (LinkedIn)@lizbbullock#smssummit
  2. 2. Global MarketingEmployees are key ingredient for success in this newmodern world:More than ever – a company’sbrand is influenced by whatconsumers are saying about thebrandA person like you(everyday employee)is 2x trusted vs. ChiefExecutive(Edelman Trust Barometer, ‘13)Confidential290% trust recommendations frompeople they know. 70% trustconsumer opinions posted online.14% trust advertising (Nielsen, 2009)How companiesmarket, sell toand support theircustomers ischanging…What roles doemployees play inthistransformation?How do yousupport them?
  3. 3. Global MarketingEmployeesare key inbuildingsome of thetrust lost…3 Confidential 4/26/2013
  4. 4. Global MarketingEmployees canuse social tobe moreeffective(McKinsey estimates 1.3trillion in businessvalue)4 Confidential 4/26/2013
  5. 5. Global MarketingA tool to be leveraged across the fabric of the company:different functions, uses and valuesProduct Development• Feedback Loop• Early Warning• New Product IdeationMarketing• Demand Forecast• Lead Generation• Message ReachOnline Presence• Ratings & Reviews• Communities• Customer StoriesSales• Collaboration• Thought Leadership• BlogsCustomer Service• Listening• Support Widgets• OutreachCommunication• Rich Media• Brand Reputation• Influence• Reputation
  6. 6. Global MarketingJanuary2008Dell alignsorganizationfor successAugust 2006Blog outreachexpanded beyondtech SupportDecember 2006Ratings andreviews launchedon Dell.comJuly 2006Direct2Dell launchedToday Direct2Dell exists inEnglish, Spanish, Norwegian,Japanese and Chinese.February 2006Michael Dell askedWhy don’t we reach out and helpbloggers with tech support issues?January 2007StudioDell launchedDell’s video and podcast site, withhelpful tips and tricks. Eventuallyexpanding this into the YouTubechannel making sharing easier.February 2007IdeaStorm launchedA voting based site allowingcustomers and others tosubmit ideas for Dell.June 2007Dell joined TwitterEmployeeStormlaunchedInternal Blogs Launchedfor Employees.October 2007Michael Dell quoted in BusinessWeekIn response to Jeff Jarvis question aroundwhether companies want to be part of theonline conversation: ”My argument is youabsolutely do. You can learn from them. Youcan improve your reaction time. And you canbe a better company by listening and beinginvolved in that conversation.”November 2007DellShareslaunchedThe first investorrelations blog by apublic company.March 2008Accepted Solutionslaunched on CommunityDell France begins OnlineCommunity OutreachMay 2008Dell Outlet achieved$0.5M in sales via TwitterApril 2008Inside IT launchedBlog focused on businesscustomers, and CloudComputing.June 2008ChannelbloglaunchedJanuary 2009Dell Organizesinto fourcustomerfocusedbusiness unitsSpring 2009Members ofCommunityandConversationsdeployedwithin each ofthe new DellBusiness unitsJune 2009$2M+ Salesvia Twitter2009Dell TechCenterJune 2009Global Twitterrevenues of$6.5 MDecember2009HuffingtonPost BlogMarch2010DelljoinsSinaWeiboinChina2006 2007 2008 2009 2010 2011Altimeterrecognized Dellwith “OpenLeadership Awardfor Innovation andExecution”Social Media &CommunityUniversity (SMaC U)launched5,000 teammembers trained byend of yearB2B pages onFacebookDellnamedthe No.1 mostsocialbrand6 Awards for theSocial Media ListeningCommand CenterJune 2010CAP Days launchedIn-person events for vocalonline customersDecember 2010Social MediaListeningCommandCenter launchedSeven years journey of embedding social to be a betterbusiness62012
  7. 7. Global Marketing7 ConfidentialListening to Be A Better Business,across the Business
  8. 8. Global MarketingDell usestraining forboth riskmitigation andscalingengagement8 Confidential 4/26/2013
  9. 9. Global MarketingUltimately, activate employees to deepen relationshipsand better serve our customer’s needsUnderstandingAwarenessTIMEActionEMPLOYEEBEHAVIORCHANGESMaC ChampionsRewards & Recognition (leaderboards)SocialSMECommand Center, Listening reports &profilesDaily Direction: Amplify contentSkill enhancing classes:Listening for Insights,Writing, Blogging,Influencer relationships,Social Inside Out SpeakerSeries (Charlene Li, ChrisBrogan)Chatter adoptionNEW programs:#DellLove, SOS, ProjectSputnikConfidential9Task oriented portalPolicy (2006)Principles (2010)SMaC University:Certification programrequired for employees onbehalf of DellGovernance portalGlobal Unconferences (US,India, China, Brazil, UK)Internal communications:Executive Councils,digests
  10. 10. Global Marketing10 ConfidentialEmpowering employees: Social Media & CommunityUniversity4/26/2013PolicyPrinciplesGovernanceTraining & ToolsActivation programs
  11. 11. Global Marketing11Create actionable contentConfidentialContent CreatorConversationalistListenerAdvanced Videos, Blogs, ContentIntermediate Micro blogging, conversationsBasic Listen, take insights into businessParticipationlevelsLowHigh Proficiency Level ActivityEnables employees to engage based on various levels of participation
  12. 12. Global Marketing12Continuing the conversation & riding the bike…Confidential
  13. 13. Global MarketingSocialSME (Subject Matter Experts)Train SME’s to be social thoughtleaders, develop key influencer andcustomer relationships and thrive inrelevant online communitiesValue: Impact Dell’s share of voice,sentiment, SEO, solutions andultimately salesIndividual scorecards: Revenue,share of voice, earned media value,SEO and engagementConfidential13 4/26/2013 Credibility Sees Dramatic Changes: Edelman Trust Barometer 2012
  14. 14. Global MarketingSMaC Champions• Ask certified employees to do varioussocial activities on behalf of Dell that speakto their level of interest and expertise• Deepen their social expertise• Portal serves up activities, tracks, rewardand identify the right employees to activateConfidential14 4/26/2013ListeningThank YouSocialDevelopmentEventsAmplifyCommunityServiceinternal external
  15. 15. Global MarketingSMaC Champion portalConfidential15Twitter and Chatterfeed showingteam memberengagement#iwork4dell, @dellhandlesClubs with specifictasks for teammembers to signup
  16. 16. Global Marketing16Closing with final thoughts…1. Employees are key in building some of the lost, but they need cleargovernance, training and processes.2. All employees can use social to be more effective. It may just belistening, but that is critical skill set to get closer to customer.3. Ultimate goal is activate employees and deepen customerrelationships to be a better business.4. Go find your subject matter experts and train them. Customers wantto connect with them.5. Keep track of your rock star employees. You will be pleasantlysurprised.Confidential
  17. 17. Global MarketingIdentify andreward smallcourageoussteps17 Confidential 4/26/2013
  18. 18. Global Marketing18 ConfidentialThank YouQ&A