Is Your Business Bold Enough for Social Culture?


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Presentation deck used in presentation by Neville Hobson and Kerry Bridge at Richmond Events conference, March 16, 2011.

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  • Intel - -
  • 6 wall monitors tracking: Dell customers (influential) Dell conversations Priority topics including SOV and tonality Trending successes
  • Ranters & ravers… separate or together?
  • Germany: overall Twitter coverage lower because of overall adoption in the country – forums are more popular means of social media communications100% of attendees said event “exceeded expectations”
  • Is Your Business Bold Enough for Social Culture?

    1. 1. THE DIGITAL MARKETING FORUM16TH MARCH 2011Is your business bold enough for social culture? – customer centric relations in a new eraNeville Hobson, Head of Social Media Europe, WCGKerry Bridge, Social Media Communications Manager, Dell EMEA<br />
    2. 2. Let’s Start With a Conclusion<br />This is your customer<br />You know how, where and when she discusses your brand online<br />With whom<br />With precision<br />From awareness to ambassador<br />Join peer network<br />Form a trusted partnership<br /><br />
    3. 3. What Social Media Is and Isn’t<br />3<br />
    4. 4. It’s A New Game<br />4<br />
    5. 5. It’s A New Game<br />
    6. 6. The “Big 4”<br />
    7. 7. Facebook (social network)<br />600 million users<br />Over 50% log in daily<br />Average user spends 55 minutes per day on site<br />Other social networks<br />Orkut<br />RenRen<br />SinaWeibo<br />
    8. 8.
    9. 9.<br />9<br />
    10. 10. LinkedIn (business network)<br />Business networking<br />LinkedIn Groups and company pages<br />By the numbers:<br />90 million users<br />65 million unique visitors<br />5.5 billion page views<br />Other business networks<br />Xing<br />Viadeo<br />
    11. 11.
    12. 12. YouTube (video sharing)<br />12<br />100 million monthly visitors<br />4th most visited site on the Web<br />2nd most popular search engine<br />20 hours of new video uploaded every minute<br />
    13. 13. Twitter (micro blog)<br />200 million users<br />About 25% are active<br />
    14. 14.
    15. 15. Why Social Media Matters<br />Social media is changing how marketing and communication works<br />It’s an affordable way to get results<br />It’s rapidly growing<br />Customers turn to you and their peers for answers<br />Source: (March 11, 2011)<br />
    16. 16. Customers Like To Do 3 Things Online<br />Share Ideas – “Let’s improve the next product or service together”<br />Share Product Knowledge– “Here is what I know…hope it helps you”<br />Help Peers With Problems – “I had the same problem, here is what I did”<br />
    17. 17. Steps…<br />Listen<br /><br />Plan<br /><br />Engage<br />17<br />
    18. 18. Step 1 - Listen<br />Who the influencers are, with precision<br />“Share of conversation” vs “share of voice”<br />Where conversations are occurring that matter <br />How news is shared and by whom<br />Keywords that drive search<br />What content your customers care about<br />Who is defining your brand, pro+ or con-<br />Know which conversations are defining your brand<br />
    19. 19. Listen – Tools and Tactics<br />Listening audit:<br />Discover where people are talking about your brand and your industry online. <br />Uncover key influencers<br />Free and paid tools.<br />Share insights and take action. <br />
    20. 20. Step 2 - Plan and measure<br />For example, an objective might be to: <br />increase positive brand mentions online by 25 percent; or<br />drive a 10 percent increase in traffic to the company Web site in a given timeframe; or <br />to get people to share their e-mail addresses.<br />Establish measurable objectives<br />
    21. 21. Plan before you get started<br />Example planning template:<br />
    22. 22. Step 3 - Engage and join the conversation<br />Build relationships with digital influencers.<br />Generate positive word of mouth.<br />Share thought leadership to demonstrate that your business is innovative.<br />Manage issues and crisis situations by responding quickly.<br />Influence mainstream media coverage. <br />Expose brand evangelists within your own company. <br />Put a human face on your brand<br />
    23. 23. Engage rules of the road:<br />Example rules of the road :<br />Intel, Coca-Cola<br />Are you adding value? <br />Write what you know<br />Be transparent <br />Respect proprietary information <br />Encourage comments <br />Create some excitement <br />23<br />
    24. 24. May 2008Dell Outlet Achieves $0.5M in Sales via TwitterCommunity team active on TwitterSmall Business blog launched<br />October 2007Michael Dell quote in Business Week<br />Jeff Jarvis story quote, “These conversations are going to occur whether you like it or not. Do you want to be part of that or not? My argument is you absolutely do. You can learn from them. You can improve your reaction time. And you can be a better company by listening and being involved in that conversation.” <br />December 2006Ratings and Reviews on<br />June 2009Global Twitter Revenues of $6.5 M Community across the social web =3.5 million direct customer connections<br />February 2006Michael Dell Asks<br />Why don’t we reach out and help bloggers with tech support issues?<br />August 2006Blog Outreach Expands Beyond Tech Support<br />Engagement with anyone who commented about the company. Business model and other issues considered.<br />February 2007IdeaStorm Launched<br />A voting based site allowing customers and others to submit ideas for Dell.<br />June 2009 $2M+ Sales via Twitter<br />Dell outlet on Twitter surpasses $2 million in sales with another $1 million dollars in sales at <br />March 2008Accepted Solutions launched on Community Dell France begins Online Community Outreach<br />2006<br />2008<br />March 2010China Micro-Blogging<br />July 2006Direct2Dell LaunchedToday Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese. <br />2009<br />2007<br />2009Dell TechCenter<br />A Collaborative Community for Datacenter pros grows by 400%<br />April 2008Inside IT LaunchedBlog focused on business customers, and Cloud Computing.<br />June 2007Dell joins Twitter<br />Why don’t we reach out and help bloggers with tech support issues?Dell LaunchesEmployeeStormInternal Blogs Launched for Employees.<br />January 2007StudioDell Launched<br />Dell’s video and podcast site, with helpful tips and tricks. Eventually expanding this into the YouTube channel making sharing easier.<br />2010<br />January 2008Dell Aligns Organization for Success<br />January 2009Dell Organizes in to 4 customer focused business units<br />November 2007DellShares Launched<br />The first investor relations blog by a public company.<br />December 2009Huffington Post Blog<br />Dell’s VP of Social Media and Community, Manish Mehta, begins blogging at Huffington Post<br />June 2008Channel Blog Launched<br />March 2006Community Outreach Team Formed<br />Team begins by just listening and monitoring conversations to see what’s being said. The tech support experts are hand-selected for their tech problem-solving expertise and superior interpersonal skills. <br />February 2008Twitter ExpandedStart experimenting with Twitter for business– another venue to help customers, but also thanking Dell customers. Outreach leads to some Twitters asking for help on purchases.<br />Spring 2009Some Members of Community and Conversations deployed within each of the new Dell Business units<br />
    25. 25. #1 Social media listening command centre<br />22K+ posts monitored daily by our Ground Control Team<br /> Monitoring in 11 languages<br />5 types of reports issued<br />Integrated @DellCares Twitter team<br />Engaging 1000+ customers per week <br />30% decline in negative commentary<br />
    26. 26. Introducing Dell's Social Media Command Center <br /><br />
    27. 27. # 2 Building an Online Influencer Relations Program<br />Influencer identification project by BU, region or topic area<br />Identify relationship owners<br />Training<br />Conversation tracker and tools <br />Measure as part of communications monitoring - adding key online influencers to goldlist for reputation dashboard<br />Going beyond virtual relationships<br />Introducing Dell CAP Days (a ranters and ravers event)<br />27<br />
    28. 28. Dell Customer Advisory Panel (CAP) Days<br />After: Follow-up and Action<br />Before: Identification & Buzz<br />CAP Days: In-person Event<br />Build relationships with identified attendees online<br />Gauge tone and interests through survey <br />Set agenda based on results – Ranters & Ravers<br />Invitees prioritized based on size of social media reach<br />Listen, Listen, Listen!<br />Collect feedback via artist <br />Third party moderator – part of community<br />Measure the comments around key business areas (positive and negative<br />Gauge value to attendees through survey<br />Monthly updates to attendees<br />Designate relationship owners for ongoing efforts to build advocates<br />
    29. 29. Success of CAP Days<br />US:<br />One of our leading reputation drivers in June<br />138M Twitter reach<br />Coverage in outlets including Mashable, Fast Company, others.<br />Germany:<br />200+ tweets from attendees<br />200+ posts to XPS Forum<br />100% of attendees said that event “Exceeded expectations”<br />China:<br />Over 1200 posts on Sina<br />90% positive tonality<br />Coverage highlights (across Sina, RenRen, microblogs and forums)<br />
    30. 30. Principles <br />Policy <br />Governance <br />Training & tools<br />#3 Social Media & Community University<br />
    31. 31. Austin - July<br />London - Sept<br />Xiamen - Nov<br />Social Media unconferences<br />
    32. 32. Key: Integrated Communication<br />Social media is not stand-alone or a separate activity<br />Long-term activity and resource commitment<br />Integral to your marketing and communication mix<br />Integral to the success of your efforts<br />
    33. 33. Understand Who to Pay Attention to<br />33<br />
    34. 34. Where Do You Look?<br />Blogs<br />Wikis<br />Audio<br />Images<br />Social Networks<br />Data/ Slides<br />Micro-blogging<br />Video<br />Search<br />Forums<br />
    35. 35. There Are a Lot of Tools…<br />Monitoring<br />Tactical<br />Strategic<br />Listening<br />
    36. 36. Getting It Right - Tips<br />Listen<br /><br />Plan<br /><br />Engage<br />Why are you listening? Listen for the sake of making changes <br />Online influencers make for powerful advocates<br />When building relationships, In-person > Virtual<br />
    37. 37. Thank you<br />@KerryatDell<br /><br />@Jangles<br /><br />