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Embedding Social Media to Become a Better Business via Training


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Liz Brown Bullock’s presentation to Marketing Science Institute on the importance of integrating social media within an organization through training your employees. Training is critical for both risk mitigation and empowering employees to be brand ambassadors. Liz drew on her experience of launching Dell’s Social Media and Community University and shares her insights on activating employees company wide.

Published in: Business

Embedding Social Media to Become a Better Business via Training

  1. 1. Embedding Social Media to become a better business via training• Liz Bullock, Director Social Media & Marketing• Liz Brown Bullock (LinkedIn)• @lizbbullock
  2. 2. Power of social media More than ever – a company’s CEO’s predict social media will brand is influenced by what become #2 way to engage with consumers are saying about the customers, pushing past websites brand and call centers.. (IBM CEO Study 2012) 25% of search results How companies 80% of consumers for the world’s top market, sell to and research products 20 largest brands are support their online every week links to user- customers is generated content (2012 Consumer Views of Live changing… Help Online, A Global (Socialnomics, ’09) Perspective, Oracle)2 Confidential Global Marketing
  3. 3. Decision making is changing• Approximately 72% of consumers trust online reviews as much as personal recommendations• 52% say that positive online reviews make them more likely to use a local business• 23% of US internet users under the age of 35, and 21% between the ages 35 and 49, would buy a brand because of a friend’s social endorsement3 Confidential 11/27/2012 Source: Altimeter 2012 Graphics: GapingVoid Global Marketing
  4. 4. Trust in sources for company information is alsochanging…4 Confidential Source: Edelman Trust Barometer, 2012 Global Marketing
  5. 5. Six years journey of embedding social to be a betterbusiness December 2006 October 2007 May 2008 June 2009 Dell named #1 most February 2006 Ratings and Michael Dell quote in Business Week Dell Outlet achieves Global Twitter social brand in Michael Dell Asks reviews on Jeff Jarvis story quote, “These conversations are $0.5M in sales via Twitter revenues of $6.5 M ranking of 100 top Why don’t we reach out and help going to occur whether you like it or not. Do you bloggers with tech support issues? want to be part of that or not? My argument is you Community team active on Twitter brands absolutely do. You can learn from them. You can Small Business improve your reaction time. And you can be a blog launched August 2006 better company by listening and being involved in Blog outreach that conversation.” expands beyond February 2007 March 2008 March 2010 tech support Accepted Solutions China Micro- IdeaStorm Launched January 2009 June 2009 launched on Community Blogging A voting based site allowing Dell Organizes in to $2M+ Sales customers and others to submit Dell France begins Online 4 customer focused ideas for Dell. Community Outreach via Twitter Social Media Listening business units Command Center 2006 2007 2008 2009 2010 2011 Dell Social Media and Community University July 2006 launched/5,000 team Direct2Dell launched June 2007 April 2008 2009 members trained by end of year Today Direct2Dell exists in Dell joins Twitter Inside IT launched Dell TechCenter English, Spanish, Norwegian, January (Aug.) Blog focused on business Japanese and Chinese. Dell launches 2008 customers, and Cloud Dell aligns Computing. Altimeter recognizes Dell with EmployeeStorm Spring 2009 December 2009 “Open Leadership Award for Internal Blogs organization Launched for for success Some Members of Huffington Post BlogInnovation and Execution” Community and (Oct.) Employees. Conversations DellAugust 2006 January 2007 deployed within each launchesBlog outreach StudioDell launched of the new Dell B2B pages Facebookexpands beyond Dell’s video and podcast site, February 2008 Business units (Jun.)tech Support with helpful tips and tricks. Eventually expanding this into November 2007 Twitter expanded the YouTube channel making DellShares launched sharing easier. The first investor relations blog by June 2008 a public company. Channel blog 5 launched Global Marketing
  6. 6. Listen, Learn, Engage & ActDell’s Social Media Listening Command Center 25,000 posts a day Global Marketing
  7. 7. A tool to be leveraged across the fabric of the company:different functions, uses and valuesProduct Development Marketing Online Presence• Feedback Loop • Demand Forecast • Ratings & Reviews• Early Warning • Lead Generation • Communities• New Product • Message Reach • Customer Stories Ideation Sales Customer Service Communication• Leads• Collaboration • Listening • Rich Media• Thought Leadership • Support Widgets • Brand Reputation• Blogs • Outreach • Influence • ReputationMarketing Global
  8. 8. How companies organize for social media:• Holistic: Everyone is in customer service and support and any employee who wants to be social is enabled• Best Buy’s Twelpforce is an exampleSource: Survey of 140 Corporate Social Strategists, Altimeter Group, November 20108 Confidential 11/27/2012 Global Marketing
  9. 9. Training is critical for both risk mitigation & scaling engagement9 Confidential Global Marketing
  10. 10. Must be transparent in company affiliation10 Confidential Global Marketing
  11. 11. Are your employees prepared?• Do you employees feel they can share exciting news about brand and company online?• What does that sharing look like?• What if they receive a online question from a friend asking them about a product from their company?• How are they prepared to respond?11 Confidential Global Marketing
  12. 12. Empowering employees: Social Media & CommunityUniversity Policy Principles Governance Training & Tools12 Confidential 11/27/2012 Global Marketing
  13. 13. Certification requirements:Course levels:• 101: Principles• 201: Dell’s Strategy• 301: Dell’s Brand Guidelines• 4XX: Platform Specific – Strategy & Best PracticesTo date: +7K employees trained and certifiedto engage on behalf of Dell13 Confidential Global Marketing
  14. 14. Roles team members play Personal SMaC Enthusiast SMaC SMaC Professional Spokesperson Fan Cheerleader Player Sports broadcaster One of 110K Dell Employees SMaC Team – Coach Here to provide training, the playbook, etc. but you are responsible for scoring14 Confidential Global Marketing
  15. 15. Create actionable content Enables employees to engage based on various levels of participation High Proficiency Level Activity Content Creator Advanced Videos, Blogs, ContentParticipation levels Conversationalist Intermediate Micro blogging, conversations Listener Basic Listen, take insights into business Low 15 Confidential Global Marketing
  16. 16. Continuing the conversation & riding the bike…16 Confidential Global Marketing
  17. 17. Our top ten SMaC University learning’s:# 1: Ground training in strategy and vision for team’s role in socialmedia# 2: Make certification a requirement# 3: Goal to have employees activated# 4: Determine the required information that employees must know inorder to be activated# 5: Mixed teaching style with lecture, dialogue, exercises andscenarios17 Confidential Global Marketing
  18. 18. Our top ten SMaC University learning’s:# 6: Launch Training Ambassadors for global scale and regionalrelevance# 7: Launch with in-person to “be the social face” & address questions# 8: Evolve your training curriculum to include real time mistakes# 9:Myriad of tools to continue the conversation: SMaC U Chattergroup, Videos, Adobe Connect, Inside Out Speaker Series (ChrisBrogan, Jason Falls, Charlene Li)# 10: Identify and reward the small courageous steps18 Confidential Global Marketing
  19. 19. Customer connected employees are your companies rock stars…19 Confidential Global Marketing
  20. 20. Thank You Q&A20 Confidential Global Marketing