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Create and execute a Social Strategy - Workshop
The document outlines Dell's approach to creating and executing a social media strategy. It discusses defining social media, identifying goals for social media use, building a strategy, and executing the strategy through listening, engaging, and finding opportunities. The presentation provides Dell's experience and best practices as examples.
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Create and execute a Social Strategy - Workshop
- 1. Creating and Executing ASocial Media Strategy - Workshop Stephen Jio, Dell - @stephenjatdell 2nd Annual Middle East Social Media Marketing Conference, Dubai – May 14, 2012
- 2. Workshop: What to expect • Open discussion and collaboration • Sharing some of Dell’s best practices • Building a framework strategy • Looking at Social Media in a holistic manner • Quick thinking scenarios • Putting it all together! 2 @stephenjatdell © 2012 - Dell
- 3. Dell & SocialMedia: Our journey 3 @stephenjatdell © 2012 - Dell
- 4. Dell’s Social Media& Community History 4 @stephenjatdell © 2012 - Dell
- 5. Where Dell usesSocial Media Product Development Marketing Communication • Feedback Loop • Demand Forecast • Rich Media • Early Warning • Lead Generation • Brand Reputation • New Product • Message Reach • Influence Ideation • Reputation Sales Customer Service Online Presence • Leads • Collaboration • Listening • Ratings & Reviews • Thought Leadership • Support Widgets • Communities • Blogs • Outreach • Customer Stories © 2012 - Dell
- 6. Social Media: Where do you start? 6 @stephenjatdell © 2012 - Dell
- 7. Let’s start by defining what Social Media means… to YOU Courtesy of http://www.theconversationprism.com/ 7 @stephenjatdell © 2012 - Dell
- 8. Social Media: The exchanging of ideas between dynamic communities enabled through the technology of ever-evolving tools Direct2Dell 8 @stephenjatdell © 2012 - Dell
- 9. Social Media Strategy: “Think beforeyou jump” 9 @stephenjatdell © 2012 - Dell
- 10. Social Media Strategy Summary- Build and Execute your strategy 1. Identify what you want to achieve with Social Media 2. Budget for scalability with Sponsorship from Executives 3. Train your Staff for best practise engagement BUILD 4. Listen first to what is being said, understand your Customer 5. Engage and be part of the conversation and the solution 6. Opportunity is there in all elements of your business EXECUTE 7. Measure your results 10 @stephenjatdell © 2012 - Dell
- 11. Dell - SocialMedia Strategy What are the greatest internal challenges preventing your deployment or expansion of listening and engagement initiatives? Based on 200 US Marketers Source commissioned study conducted by Forrester for Dell 06/11 11 @stephenjatdell © 2012 - Dell
- 12. Brand Reputation Customer Stories Listening Feedback Identify: Conversation What do YOU want from YOUR Social Offers Transactions Media efforts? eVouchers Shareable Content Campaigns CRM Viral Content Demand Generation Potential Issues Support Important Announcements Competition Buzz 12 @stephenjatdell © 2012 - Dell
- 13. …a paradigm shiftis needed Survey: What companies are using Social Media for Resource: Econsultancy -The State of Social Report 2011 13 @stephenjatdell © 2012 - Dell
- 14. Budget: Things to consider when you build your • Staff or Agency management budget • Training of Staff/Agency • Paid media and advertising • Agency creative work • Integration into business process • Promotional considerations • Infrastructure • What other factors are there? 14 @stephenjatdell © 2012 - Dell
- 15. Platform(s)?: Which Social Media platforms to get involved in 15 @stephenjatdell © 2012 - Dell
- 16. Courtesy of Econsultancy– Middle East and North Africa Digital Consumer Report - published Oct 2011 16 @stephenjatdell © 2012 - Dell
- 17. Social Media: BrandAdoption Likes Followers 17 @stephenjatdell © 2012 - Dell
- 18. Middle East Courtesy of Econsultancy – Middle East and North Africa Digital Consumer Report - published Oct 2011 18 @stephenjatdell © 2012 - Dell
- 19. Social Media Strategy– Sponsorship • Buy-in from Executives is critical Courtesy of http://goodsocialcents.com/2010/09/dilbert-infographics-social-media/ 19 @stephenjatdell © 2012 - Dell
- 20. SOCIAL ALERT!: You receivea unprompted negative post without a lot of context around it I don’t think she likes us! What do you do? 20 @stephenjatdell © 2012 - Dell
- 21. SLAs Tactical Execution: Agency or Budget Employees? Knowledge Dependability Resourcing Trust Creative Consistency 21 @stephenjatdell © 2012 - Dell
- 22. Tactical Execution: Paid, earned or owned content? Courtesy of http://desticorp.typepad.com/desticorp/2011/02/the- essence-of-social-media-in-one-graphic.html 22 @stephenjatdell © 2012 - Dell
- 23. Paid Media: Examples are advertising, sponsorship… 23 @stephenjatdell © 2012 - Dell
- 24. Owned Media: Examples are website, pdfs, YouTube video… 24 @stephenjatdell © 2012 - Dell
- 25. Earned Media: Examples are word of mouth, journalist reviews… 25 @stephenjatdell © 2012 - Dell
- 26. Shared Media: Examples are Facebook, Twitter and YouTube interaction 26 @stephenjatdell © 2012 - Dell
- 27. SOCIAL ALERT!: Yourcompany Facebook page has a comment from a follower using Something’s foul here! unacceptable language in their thread. What do you do? 27 @stephenjatdell © 2012 - Dell
- 28. Train your Staff: Empoweryour employees in Social Media 28 @stephenjatdell © 2012 - Dell
- 29. Employees are yourbest social advocates Empower Employees: • Make your Social policy available to all Employees Provide Social Media • Train and certify Employees (and Agencies), to engage training • Reinforce transparency in all engagement even personal • Provide internal social network as sandbox • Coordinate closely with external communications 29 @stephenjatdell © 2012 - Dell
- 30. Publish your Principles: Live by them What are YOUR Social Principles? 30 @stephenjatdell © 2012 - Dell
- 31. Execute your strategy: Listen, Listening Engage, Opportunity Engaging “Engaging in honest, direct conversations with Opportunity customers and stakeholders is a part of who we are, who we’ve always been. The social web amplifies our opportunity to listen and learn and invest ourselves in two-way dialogue, enabling us to become a better company with more to offer the people who depend on us.” - Michael Dell 31 @stephenjatdell © 2012 - Dell
- 32. Listening: What is the Community saying 32 @stephenjatdell Dell Global Listening Command Centre © 2012 - Dell
- 33. Listening: Why we doit Social Media helps Dell in achieving their purpose of: “Delivering technology solutions that enable people everywhere to grow and thrive.” 33 @stephenjatdell © 2012 - Dell
- 34. Why You NEEDto Listen Customer Stories Listening: Peer to Peer Influence 26,000 posts daily Sales Lead Generation about Dell Support Brand Reputation Comments Instant Feedback Product Evaluation Potential Issues Queries on Product/Services 34 @stephenjatdell © 2012 - Dell
- 35. Listening Tools: • Helpsyou hone in on Listening, publishing subject matter that you and work flow want to focus on • Can perform intelligence in understanding the tone of the conversation • Provides workflow integration • Reporting capabilities 35 @stephenjatdell © 2012 - Dell
- 36. • You need to know what is being Why Listen: said about you They are talking • Listen (monitoring) about your Brand! • to see what is being said • Analyse the impact • is it a once-off comment or a trend • Influence • How can you change the attitude, not necessarily through direct engagement Courtesy of WSI – http://www.wsidigitalmarketing.com - published 2010 36 @stephenjatdell © 2012 - Dell
- 37. SOCIAL ALERT!: Product Recall Proactive or Reactive? Your brand has to do a recall because of health hazard due to mispackaged product How would you leverage your social channels? 37 @stephenjatdell © 2012 - Dell
- 38. Mass Social Media Engagement: Market Collaboration at multiple levels External Community External Community Direct2Dell Community Hosted External Communities External Community Support Community Mastery & Use Affinity Ideation Extranets External Topical Experts Internal Internal Networks / Enterprise Workgroups 38 @stephenjatdell © 2012 - Dell Collaboration
- 39. Courtesy of Econsultancy– Middle East and North Africa Digital Consumer Report - published Oct 2011 39 @stephenjatdell © 2012 - Dell
- 40. • Engagement doesn’t mean Engagement: responding to everything! Food for thought • Do not use to neutralise or argue a dissenting opinion • Let the community respond; trust the community • Engage in conversations that are already happening, BUT LOOK FOR LANDMINES • Be prompt, Social Media moves quicker than any other channel of communication …and don’t Tweet when you’re in a bad mood 40 @stephenjatdell © 2012 - Dell
- 41. #FAIL: Think before Tweet • When you tweet for a company you are the company #&@&ig • Why training is so important • Forget the delete button – once its posted, its permanent 41 @stephenjatdell © 2012 - Dell
- 42. SOCIAL ALERT!: Damage Control You’ve been tweetjacked! A campaign to talk about local produce goes awry when an employee decides to add hashtag - #McDstories How would you deal with this? 42 @stephenjatdell © 2012 - Dell
- 43. Taking a FirstStep: • Making a connection with a Building a Community community builds trust • Community nurtures an environment for members to share ideas with other like members • Allows for support to happen between peers • Builds loyalty and advocacy • It becomes a source for lead generation • Can help in terms of addressing critical issues 43 @stephenjatdell © 2012 - Dell
- 44. Engagement: A tool to see how you are doing http://dellsociallistening.com/ 44 @stephenjatdell © 2012 - Dell
- 45. Opportunity http://assets.econsultancy.com/images/0001/8128/Social_media_maturity_1.png 45 @stephenjatdell © 2012 - Dell
- 46. Opportunity: Social Integrationin the Business 46 @stephenjatdell © 2012 - Dell
- 47. Key Influencers: Meet-upscan build relationships • Reach out to influential Social engagers – Customer Advisory Panel • Identifying key Influencers in Social Media to partner with • Help with understanding the brand view in the community and help improve • They become brand voices of the community 47 @stephenjatdell © 2012 - Dell
- 48. Trade Secrets: CommunitySharing • Sharing best practice between companies • Using Twitter keeps it focused 48 Confidential © 2012 - Dell
- 49. SOCIAL ALERT!: I heard you the first Your company Facebook page has time posted similar negative comments in most of your threads. What do you do? 49 @stephenjatdell © 2012 - Dell
- 50. Product Development: Crowdsourcing • IdeaStorm introduced2007 • Over 16,000 idea submitted • >470 implemented • EmployeeStorm for staff 50 @stephenjatdell © 2012 - Dell
- 51. Brand Association: Alignwith high profile partners Leveraging Social Media • Promote social causes • Increase visibility reach for initiatives • Help drive sponsorship 51 17/03/2011 Stockholm © 2012 - Dell
- 52. Marketing: Social Product Integration • MTVEMA Awards – Red Carpet • Over 1,000 fans had their picture taken on the red carpet • Photographs taken with Dell Streak and instantly uploaded to Facebook page • Allow fans to comment on their images and have a virtual ‘keepsake’ of the event • Combined marketing campaign with advertising and features at Awards provided additional media goodness 52 @stephenjatdell © 2012 - Dell
- 53. Marketing: LinkedIn is aSocial Opportunity • LinkedIn company page • Over 275k followers • Recruitment and merchandising product opportunities 53 @stephenjatdell © 2012 - Dell
- 54. Communication: Shareable Rich Content • Productlaunch teasers, customer stories, product reviews, interviews, press conferences • Dell Ultrabook Challenge had a million views in first 48 hours • Dell Vlog channel has generated over 12 million views since launch • Additional social properties – Flickr – Slideshare 54 @stephenjatdell © 2012 - Dell
- 55. Voice of the Community: Ratings & Reviews • Over 100,000 reviews from customers • Customers recommend to other customers 55 17/03/2011 Stockholm © 2012 - Dell
- 56. Voice of the Community: Q&A Community Wiki • Users post questions and Community answers – Leverage rich community knowledge – Dell experts also provide answers • Over 2,500 questions so far 56 17/03/2011 Stockholm © 2012 - Dell
- 57. SOCIAL ALERT!: You look familiar… One of your employees has begun to post positive anonymous comments about your products and services on various Social threads. What should you do? 57 @stephenjatdell © 2012 - Dell
- 58. Customer Service: Reaches beyond the ‘one to one’ • Proactively reach out to customers • Integrating efforts with support.dell.com • Team engages with 1,000+ customers per week • Positive impact on customer satisfaction: 35% conversion of ‘demoters’ to ‘promoters’ 58 @stephenjatdell © 2012 - Dell
- 59. Sales: Social Offers • Creatingcompelling offers – based on engagement with community • 1.5 million followers on Dell Outlet ‘Deals’ Twitter page • @DellHomeUK averages over 30 engagement on a daily basis proactively reaching out for sales opportunities 59 @stephenjatdell © 2012 - Dell
- 60. Groupon: Swarm Offers • Groupbuying – on Facebook – Unique limited offer – Group discounts – get better with when more join – Offers close after buying group minimum achieved – Launched in Canada, Australia – Launching in UK 60 17/03/2011 Stockholm © 2012 - Dell
- 61. SOCIAL ALERT!: That’s not me! An Twitter impersonation account of your company has popped up that is mocking your company. What do you do? 61 @stephenjatdell © 2012 - Dell
- 62. Measure: How doyou define success in Social Media? 62 @stephenjatdell © 2012 - Dell
- 63. KPIs: • Brand Health– How we measure up Net Promoter Scores, Social Net Advocacy our Social efforts • Customer Satisfaction (Social Support) – Within the Social environment, community responses • Conversion (User Content) – Customer reviews, user generated content • Consideration – Effectively driving traffic to dell.com • Revenue – ‘Social’ associated purchases, indirect and direct attributed 63 @stephenjatdell © 2012 - Dell
- 64. Survey: The most important metricsin assessing Social Media… Resource: Econsultancy -The State of Social Report 2011 64 @stephenjatdell © 2012 - Dell
- 65. Qualitative Results: Numbers do not tell the whole story 65 @stephenjatdell © 2012 - Dell
- 66. SOCIAL ALERT!: You receivea unprompted compliment on Twitter You’re making me blush! What do you do? 66 @stephenjatdell © 2012 - Dell
- 67. Final Words: Sometimesyour Social Media efforts ‘earn’ you things that can’t be measured… 67 @stephenjatdell © 2012 - Dell
- 68. Thank you! @stephenjatdell 68 @stephenjatdell © 2012 - Dell