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11/17/13

How Dell's Social Media Strategy Applies to Your Business

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How Dell’s Social Media Strategy...
11/17/13

How Dell's Social Media Strategy Applies to Your Business

Dell’s journey into social media was launched by a co...
11/17/13

How Dell's Social Media Strategy Applies to Your Business

advocates. Are you enabling all of your team members ...
11/17/13

How Dell's Social Media Strategy Applies to Your Business

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Filed Under: Social Business Cultur...
11/17/13

How Dell's Social Media Strategy Applies to Your Business

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Krista Kotrla's Blog ... Dell's Journey Into Social Media

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http://www.kristakotrla.com/dell-social-media-strategy/ Thank you Krista for an excellent write up on the presentation of how Dell ventured into and embraced social media

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Krista Kotrla's Blog ... Dell's Journey Into Social Media

  1. 1. 11/17/13 How Dell's Social Media Strategy Applies to Your Business ABOUT WHY CONTACT How Dell’s Social Media Strategy Applies to Your Business November 7, 2013 by kristakotrla 1 Comment Which should you work on first: your social media strategy or your social business culture? While you ponder that for a minute, let’s look at how Dell’s social media strategy applies to your business. Don't Miss Out... Don't miss out on future posts about making a difference in your business culture. Email Address sign me up! Business Culture Inspiration Knox Keith recently shared with SMB Dallas insights about Dell’s About Krista journey into social media and how social is now embedded into the I am Senior Vice President of Marketing at fabric of the company. Block Imaging and believe that inspiring a social business culture is the most awesome So if you’re looking to establish your own strategy, here are the biggest takeaways to to glean from Dell’s example and 7 years of social media experience: Be customer-centric Experiment Make being social part of your culture to way grow your business. Unleash the brilliance of an inspired team accomplishing something that matters. Read more. Endorsements "I've met many, many smart and successful people in the digital and content marketing space over the past 5 years, but when it 10 Ways Dell’s Social Media Example Applies to Your Business 1. Bad situations can be the perfect catalyst for rapid change. www.kristakotrla.com/dell-social-media-strategy/ comes to symbolizing everything that someone would want in a modern CMO/CCO, Krista Kotrla is that person. Her passion for creating a true culture of 1/5
  2. 2. 11/17/13 How Dell's Social Media Strategy Applies to Your Business Dell’s journey into social media was launched by a combination of two in-house teachers and communicators negative instances that generated a ton of bad press. Hopefully you within companies is profound, and her don’t wait until a bad situation to become a social business but if you find yourself in a pickle of a situation, it may just be your inspirational opportunity for change. vision for this industry going forward is one we could all learn from. Krista Kotrla is truly a shining star in what can be a clouded digital world." 2. Channels are changing. What if I told you that your most ~MARCUS SHERIDAN TheSalesLion.com influential customers were all going to be gathering somewhere to talk about you and your products? You’d want to be there, right? Well, get on it! And get involved where your customers are. Dell gets 25,000 mentions a day on social media channels. Who’s talking about your Krista has been featured in: brand and how do you respond? 3. Buy-in from the top is key. Being a business with social media accounts is VERY different than being a social business. The companies who get this right are making it part of their culture and leading by example all the way at the top. Dell’s leadership recognized the opportunities that social media was presenting and did not ignore it. They invested in it. 4. Start small and prove from there. Don’t worry about taking on the social world all at once. Start small. Dell initially launched their social media strategy in 2006 with 5 call center people proactively searching and engaging with Dell users. Seven years later, they now have more than 10,000 employees that are empowered to speak on behalf of Dell. Crawl. Walk. Run. 5. Observe – Listen – Engage – Adapt. Dell ventures into each new Let’s Connect! social media channel with this strategy. Observe and listen first. Engage and act second. Every channel has it’s own set of rules and your business would be wise to treat them each uniquely. For instance, Dell discovered that while it is perfectly acceptable (and expected) to engage users who post comments about Dell on Twitter, it is not Most Recent Posts acceptable to engage users on Facebook in the same way. Why Video Content Marketing is the 6. Measure. What does social media success look like for you? Dell is How Dell’s Social Media Strategy Applies now closing 4,000 service tickets a week on Twitter in a 140 characters to Your Business or less. Dell also discovered via their Social Media Listening Command Marketing Leadership Lessons from Center that issues/problems would surface in the social channels 2 to Dancing Guy 3 days before they showed up in the mainstream call centers. This provided them a competitive early warning system to get a head start on things that were trending and the ability to address problems before they became wide spread. The lesson? The benefits of a good social media strategy are much bigger than you realize. It transforms how people in your organization listen, learn, collaborate and evolve your brand hand-in-hand with the customer. Next Big Thing What Does a Content Marketing Culture Really Look Like? The Most Important Phase of Inspirational Leadership Inbound Marketing Culture and Brand Leadership: Let’s Make It Happen How a Gorilla Increased Our Email 7. Train employees to scale impact. Dell recognized that traditional Click-Through Rate by 200% marketing was evolving and they needed to do a better job of Youtility 2.0: A Powerful Example Of connecting with people on their terms and in their preferred channels. Useful Marketing So they train and empower employees to be 10,000 of their best brand www.kristakotrla.com/dell-social-media-strategy/ The Underdog Story Of A Social Media 2/5
  3. 3. 11/17/13 How Dell's Social Media Strategy Applies to Your Business advocates. Are you enabling all of your team members to speak on Culture Change Agent your brand’s behalf and connect with more people? The New Marketing Strategy: Company Culture 8. Inspire brand advocates to amplify the living brand. Just as one prominent journalist ignited Dell Hell revealing the power of negative influence, Dell leadership wisely asked, “What if we could harness that influence in the positive?” Thus IdeaStorm was born. This was Dell’s way of engaging passionate customers and leveraging their insight for How to Humanize Your Brand: 4 Examples The New Sales Strategy: Content Marketing new ideas. As a result, Dell has implemented over 500 product improvements from social media influencers’ ideas. Are you engaging your most passionate customers to leverage their ideas? 9. Convert Demoter to Promoter. Are you brave enough to engage your brand’s haters? Dell is. Their mindset is “disagreements are Top Posts & Pages Simon Sinek Quotes About Business Leadership How Dell's Social Media Strategy Applies opportunities to engage” and learn from customers in need. Dell even to Your Business invites “haters” to talk with them which has resulted in a 50% demoter Why Video Content Marketing is the to promoter conversation! Next Big Thing Cool Blog Title Idea About Contact The New Marketing Strategy: Company Culture Marketing Leadership Lessons from Dancing Guy Why How to be a Warrior of Enthusiasm in 10. Continue to adapt to new platforms with Observe. Listen. And Your Business Culture follow other platform leader’s example. For instance, when Dell wasn’t sure how to best use Pinterest, they used Caterpillar’s example to model themselves after. Pick a leader in a different industry and follow their example. It works! Becoming a Social Business The truth is, social media is more than a trend. It’s a powerful way to connect and engage. Now back to the opening question… are you simply making social media part of your marketing strategy or are you making it part of your company culture? Because becoming a social enterprise is about more than marketing. The best marketing strategy is company culture. It’s about people. And your team needs you to lead the way. www.kristakotrla.com/dell-social-media-strategy/ 3/5
  4. 4. 11/17/13 How Dell's Social Media Strategy Applies to Your Business Share and Enjoy! Filed Under: Social Business Culture, Social Media Tagged With: content marketing culture, marketing ideas, youtility Trackbacks Lead Ahead: Week of November 11, 2013 | Authentic Leadership Dallas says: November 11, 2013 at 10:46 am […] How Dell’s Social Media Strategy Applies to Your Business by Krista Kotrla. Key quote: “Dell ventures into each new social media channel with this strategy. Observe and listen first. Engage and act second. Every channel has it’s own set of rules and your business would be wise to treat them each uniquely. For instance, Dell discovered that while it is perfectly acceptable (and expected) to engage users who post comments about Dell on Twitter, it is not acceptable to engage users on Facebook in the same way.” […] Reply Speak Your Mind Name * Email * Website post comment Notify me of follow-up comments by email. www.kristakotrla.com/dell-social-media-strategy/ 4/5
  5. 5. 11/17/13 How Dell's Social Media Strategy Applies to Your Business Notify me of new posts by email. Let’s Connect! Categories Search this website… search Chief Content Officer Content Marketing Inbound Marketing Inspiration Social Business Culture Social Media Return to top of page www.kristakotrla.com/dell-social-media-strategy/ Copyright © 2013 · Prose Theme on Genesis Framework · WordPress · Log in 5/5

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