Social Media and CRM
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The document discusses Dell's social media strategy and engagement efforts. It provides guidance on developing a social media policy and strategy, training employees, listening to customers, and engaging through various social platforms. The goal is to foster customer loyalty and relationships through social media by raising awareness, encouraging participation, advocacy and influencing sales. Opportunities discussed include crowdsourcing ideas, responding to customer support issues, and garnering customer testimonials.
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Social Media and CRM
- 1. Social Media Fostering Customer Loyalty through Social engagement Beyond CRM– Dubai – 11/20/13 Stephen Jio - Dell
- 2. “Our business is about technology, yes. But it's also about operations and Customer Relationships.” Michael Dell @stephenjatdell ∞ 11/20/13 ● Dubai
- 3. Social Media: Provides more than one road for your Customer to engage with you. @stephenjatdell ∞ 11/20/13 ● Dubai
- 4. Our Social Journey 2013 @stephenjatdell ∞ 11/20/13 ● Dubai
- 5. “One of the greatest challenges companies face in adjusting to the impact of social media, is knowing where to start.” Simon Mainwaring 5 @stephenjatdell ∞ 11/20/13 ● Dubai
- 6. Social Media: Build & Execute Create a complete strategy that aligns with your Brand. • • • • • Define objectives, audience, strategy, and policy Train Staff for self- empowerment Listen to the Community Engage and Act consistent with your brand Opportunity - Social activities @stephenjatdell ∞ 11/20/13 ● Dubai BUILD EXECUTE
- 7. Policy • Create a policy for Social Media that includes: – – – – – – – Transparency Accountability Procedures and Training Protection of Confidential Information Reporting and Investigation Discipline And above all honesty • Also need to ensure that you have a governance process to support the policy @stephenjatdell ∞ 11/20/13 ● Dubai Brand (values) HR (aligned) Social Media Policy PR (input) SMT (sponsor)
- 8. Transparency “Social media is your opportunity to reach a massive number of people with transparency, honesty, and integrity.” Brian E. Boyd Sr 3 types of profiles: • As the business @dell • As an employee @stephenjatdell • As an personal individual #Iworkfordell @stephenjatdell ∞ 11/20/13 ● Dubai
- 9. Training • Training is essential • Clearly sets out the principles of listening and engaging • Puts processes in place to execute • Principles • Policy • Governance • Allows for ALL employees to participate • Minimises risk and exposure for a company • Also for agencies and contract workers http://www.dell.com/socialmedia @stephenjatdell ∞ 11/20/13 ● Dubai
- 10. Social Media Strategy – Sponsorship • Buy- in from Executives is critical Courtesy of http://goodsocialcents.com/2010/09/dilbert-infographics-social-media/ @stephenjatdell ∞ 11/20/13 ● Dubai
- 11. Social Ownership: A complex model External Community Customers External Community Direct2Dell External Community External Community Hosted Communities Extranets Topical Experts Communications External Internal Internal Networks Support @stephenjatdell ∞ 11/20/13 ● Dubai Sales Employees
- 12. Social Media: process ownership 1 2 3 Strategy Training Tactical Business units Social Media Business / Comms Governance Social Media @stephenjatdell ∞ 11/20/13 ● Dubai
- 15. Listening: Why we do it "Engaging in honest, direct conversations with customers and stakeholders is a part of who we are, who we've always been." - Michael Dell @stephenjatdell ∞ 11/20/13 ● Dubai
- 16. Listening tools: It’s all in the setup! • • • Utilise a tool that covers the entire Social landscape Set intelligent listening criteria Make it available on multiple platforms and provide alerts @stephenjatdell ∞ 11/20/13 ● Dubai
- 17. "We used Twitter as a way to thank volunteers and people who donated to our cause. Anytime we can engage with people who touch us, we do.” Rev. Jeff Putthoff, Executive Director, Hopeworks ‘N Camden Confidential 17 @stephenjatdell 11/16/2013 ∞ 11/20/13 ● Dubai
- 18. Social Publishing: Management/Control • • • • • • Allows for ‘indirect’ access to Social properties Publishing tool provides integration with analytical tool Centrally monitored Multi- platform Used for campaign planning Built- in workflow @stephenjatdell ∞ 11/20/13 ● Dubai
- 20. Engage: Food for thought • • • • Engagement doesn’t mean responding to everything! Do not use to neutralise or argue a dissenting opinion Look for landmines Think before you post, the delete button doesn’t work …and don’t Tweet when you’re in a bad mood @stephenjatdell ∞ 11/20/13 ● Dubai
- 21. Employee Social Media “…equally important to use social media internally to facilitate communication between departments, overcome geography, and ultimately to maximize productivity..” – Steve Nicholls, author @stephenjatdell ∞ 11/20/13 ● Dubai
- 22. Internal Social Media - Chatter • Accessible for all 100,000+ staff • Over 2,000 subject matter groups • Project management with work flow • Share files and lock view only • Multi- platform (tablet, smartphone) @stephenjatdell ∞ 11/20/13 ● Dubai
- 23. Opportunities for Social engagement awareness loyalty association participation advocacy support consideration influence conversion @stephenjatdell ∞ 11/20/13 ● Dubai
- 24. Awareness – Brand envy awareness loyalty association participation advocacy support consideration influence conversion @stephenjatdell ∞ 11/20/13 ● Dubai • • Creating Brand awareness Building strong Brand passion
- 25. Association “Social media isn’t the end-allbe-all, but it offers marketers unparalleled opportunity to participate in relevant ways.” Matt Dickman awareness loyalty association participation advocacy support consideration influence conversion @stephenjatdell ∞ 11/20/13 ● Dubai
- 26. Advocacy – Customer Advisory Panel awareness loyalty association participation advocacy support consideration influence • • conversion • • @stephenjatdell ∞ 11/20/13 ● Dubai Reach out to influential Social engagers 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
- 27. Consideration – Viral content awareness loyalty association participation advocacy support consideration influence conversion @stephenjatdell ∞ 11/20/13 ● Dubai • • • • YouTube began 2006 Over 39 million views 32 channels 86,000 subscribers
- 28. Influence – Voice of the Customer awareness loyalty association participation advocacy support consideration influence conversion @stephenjatdell ∞ 11/20/13 ● Dubai
- 29. Conversion – Social offers awareness loyalty association participation advocacy support consideration influence conversion @stephenjatdell ∞ 11/20/13 ● Dubai
- 30. Support – @DellCares awareness loyalty association participation advocacy support consideration influence conversion @stephenjatdell ∞ 11/20/13 ● Dubai • • • • • Regional teams provide localised service Over 3,000+ engagements a week 11 languages 98% resolution rate Positive impact to customer satisfaction: • 45% conversion rate
- 31. Participation - Crowdsourcing awareness loyalty association participation advocacy support consideration influence conversion @stephenjatdell ∞ 11/20/13 ● Dubai • • • • • Introduced in 2007 Over 18,000 ideas submitted Over ¾ of a million votes 97,000 comments +520 ideas implemented
- 32. Loyalty - Influential testimonials awareness loyalty association participation advocacy support consideration influence conversion @stephenjatdell ∞ 11/20/13 ● Dubai
- 33. Social Engagement builds Customer relationships awareness loyalty participation association Customer support consideration influence conversion @stephenjatdell ∞ 11/20/13 ● Dubai advocacy
- 34. Thank you @stephenjatdell ALIENWARE AURORA @stephenjatdell ∞ 11/20/13 ● Dubai