This document summarizes Dell's journey with social media and customer-centered marketing over the past decade. It discusses how Dell has evolved from traditional marketing approaches to focus on authentic customer connections through social media engagement and listening. Key lessons highlighted include: (1) recognizing social media as an opportunity to build a powerful customer ecosystem, (2) starting with active listening to customers, (3) integrating social throughout the business, and (4) viewing social engagement as a way to continuously improve and act, not just a marketing channel.
5 Social Media Tips For PR Pros - Social Media and the New PR World OrderDell Social Media
Social media has changed the PR game. Not only does social media break news, but it is increasingly becoming a go-to resource for journalistic research. In this presentation, Dell’s Carly Tatum discusses tips to approaching public relations on the social stage.
How to enchant people with social media by Guy KawasakiDell Social Media
Guy Kawasaki presented a webinar on how to be enchanting with social media. A link to the webinar recording is at the end of the deck.
If you liked this, you will the latest tech news on http://TechPageOne
Part of the FutureWorld Social Media Masterclass Series. What should a good social media team allow you to do? Practical measurements and fascinating examples from history...
Dell Social Media Presentation - Tackling Corporate Reputation with Social Me...Kerry Bridge
Cory Edwards, Director of Social Media at Dell shared a presentation to Reputation Online and New Media Ages' event today about Tackling Corporate Reputation with Social Media. #nmaSES
BlogWell Dallas Social Media Case Study: AT&T, presented by Lee DiazSocialMedia.org
In his BlogWell Dallas presentation, AT&T's Senior Manager of Emerging Communications, Lee Diaz, explains how they activated employees as social advocates.
He goes into detail about how the launch of their AT&T Tribe program and its social hub helped employees share content immediately, make announcements, and more.
Pathways to Innovation: From Informal to IntentionalBloomerang
https://bloomerang.co/resources/webinars/
Carol Hamilton will share a design thinking process to help you create solutions that are grounded in the experience of your stakeholders and informed by their feedback through a co-creation process.
5 Social Media Tips For PR Pros - Social Media and the New PR World OrderDell Social Media
Social media has changed the PR game. Not only does social media break news, but it is increasingly becoming a go-to resource for journalistic research. In this presentation, Dell’s Carly Tatum discusses tips to approaching public relations on the social stage.
How to enchant people with social media by Guy KawasakiDell Social Media
Guy Kawasaki presented a webinar on how to be enchanting with social media. A link to the webinar recording is at the end of the deck.
If you liked this, you will the latest tech news on http://TechPageOne
Part of the FutureWorld Social Media Masterclass Series. What should a good social media team allow you to do? Practical measurements and fascinating examples from history...
Dell Social Media Presentation - Tackling Corporate Reputation with Social Me...Kerry Bridge
Cory Edwards, Director of Social Media at Dell shared a presentation to Reputation Online and New Media Ages' event today about Tackling Corporate Reputation with Social Media. #nmaSES
BlogWell Dallas Social Media Case Study: AT&T, presented by Lee DiazSocialMedia.org
In his BlogWell Dallas presentation, AT&T's Senior Manager of Emerging Communications, Lee Diaz, explains how they activated employees as social advocates.
He goes into detail about how the launch of their AT&T Tribe program and its social hub helped employees share content immediately, make announcements, and more.
Pathways to Innovation: From Informal to IntentionalBloomerang
https://bloomerang.co/resources/webinars/
Carol Hamilton will share a design thinking process to help you create solutions that are grounded in the experience of your stakeholders and informed by their feedback through a co-creation process.
Train a Social Workforce: How AT&T Trained Thousands of Employee AdvocatesSocialChorus
In today’s modern workforce, providing social media training is no longer a nice-to-have — it’s a vital element of brands’ employee engagement and social media strategies.
For this presentation, Nolan Carleton, leader of AT&T’s Social Circle Employee Advocacy program, discusses how AT&T trained thousands of employee advocates to consume and share brand and relevant industry content.
You'll learn:
- The power Employee Advocacy has to engage the modern workforce
- Real training examples and results from AT&T’s Employee Advocacy program
- The steps to training your employee advocates today
- What results you can expect after the first 30, 90 and 180 days
Successful leaders create a network of people around themselves and use these networks to keep informed, to develop opinions, to make decisions, and to execute their agendas.
As per Sallie Krawcheck, Networking is the No.1 unwritten rule of success in business
BlogWell Bay Area Social Media Case Study: The Coca-Cola Company, presented b...SocialMedia.org
In her BlogWell Bay Area presentation, The Coca-Cola Company's Manager of Digital Communications and Social Media, Ashley Callahan, shares how the brand's "Coca-Cola Journey" social campaign grew its social media channels by 100%.
She offers tips on how to create compelling, meaningful content and how to effectively track results through examples of the successful Journey campaign.
Social media marketing is bigger discussion than just marketing - it's a business discussion. This is presentation I did for the Maine Business Technology Expo in Portland, ME - 5/12/10
Thanks to @chrisbrogan @briansolis @equalman @gapingvoid @charleneli @jowyang @julien (and others I'm sure I'm leaving off) for making me so smart. ;)
This is a PPT presentation we use to introduce social media marketing concepts and best practices to B2B companies, who often have technical products and complex sales. This primer is designed to be a conversation starter - to be followed up with a more specific proposal for the program.
How Dell aligns Social within the Organisation - PRII Annual Conference - PR ...Stephen Jio
Presentation on Dell's Social Media alignment with the Brand. 25 April 2013. Public Relations Institute of Ireland Annual Conference 2013. PR at the media crossroads
Data Visualization is nothing new. In fact, the power of visualization has been written about by business experts for decades. What's changed is the distribution. Today businesses can collaborate with teams spread around the world in real time. A recent project with a customer who wishes to be anonymous uncovered that many businesses are starting to use video to quickly share important data about their companies.
Leveraging internal communications platforms such as Google for Business, Microsoft Office 365, Slack or Facebook Workplace is the perfect way to communicate with teams in the modern age. Using video to produce brief data-driven business updates in a smart and concise manner is a truly scalable way to save your organization time while staying up to date on the most crucial information.
Sharing information inside an organization has never been easier, but sending out excel sheets via email simply is not enough. Creating a professional easy to digest data visualization video is a proven method for spreading knowledge effectively within your organization. A recent Harris Interactive poll of over 23,000 employees revealed that 37 percent of employees in key industries did not understand their companies priorities. Only one in five employees were enthusiastic about their organization’s goals and only one in five saw a clear connection between their tasks and their organization’s goals.
Learn more at https://ptzoptics.com/data
We’re living in the Enterprise 2.0 era and there’s no place for old communication and collaboration tools like email in our lives. Right? Then why does email continue to be the collaboration backbone for over 80% of organizations all over the world? We can hate emails, but we have to face the fact that today email is still the most frequently used tool for business people. Should Enterprise 2.0 fight email? Or is there a possibility to leverage its advantages and popularity? The presentation offers a possible solution for this dilemma.
Koller Genf Spazierstöcke S14 Auktion 16.09.2016 | Walking Stick Auction.
http://kollerauktionen.auctioneersvault.com/catalogues/S14/
CANNES ANCIENNES Vente, Lots 100-253, à 18h30 Expositiondu 15 au 16 septembre de 10h à 20h Palais de l’Athénée (entrée sur le côté du bâtiment), 1205 Genève Vente aux Enchères à Genève le 16 septembre 2016 Huissier judiciaire: Maître T. Reymond POUR TOUT RENSEIGNEMENT: Koller Genève, rue de l’Athénée 2, 1205 Genève. tél +41 22 311 03 85 / fax +41 22 810 06 30 Email: geneva@kollerauctions.com EXPERT : Patrick Gutknecht. tél +41 22 312 32 14 / mob +41 79 260 68 01 Email: pg@gutknecht-gallery.com Informations et illustrations supplémentaires sur notre site internet: www.kollerauctions.com
Train a Social Workforce: How AT&T Trained Thousands of Employee AdvocatesSocialChorus
In today’s modern workforce, providing social media training is no longer a nice-to-have — it’s a vital element of brands’ employee engagement and social media strategies.
For this presentation, Nolan Carleton, leader of AT&T’s Social Circle Employee Advocacy program, discusses how AT&T trained thousands of employee advocates to consume and share brand and relevant industry content.
You'll learn:
- The power Employee Advocacy has to engage the modern workforce
- Real training examples and results from AT&T’s Employee Advocacy program
- The steps to training your employee advocates today
- What results you can expect after the first 30, 90 and 180 days
Successful leaders create a network of people around themselves and use these networks to keep informed, to develop opinions, to make decisions, and to execute their agendas.
As per Sallie Krawcheck, Networking is the No.1 unwritten rule of success in business
BlogWell Bay Area Social Media Case Study: The Coca-Cola Company, presented b...SocialMedia.org
In her BlogWell Bay Area presentation, The Coca-Cola Company's Manager of Digital Communications and Social Media, Ashley Callahan, shares how the brand's "Coca-Cola Journey" social campaign grew its social media channels by 100%.
She offers tips on how to create compelling, meaningful content and how to effectively track results through examples of the successful Journey campaign.
Social media marketing is bigger discussion than just marketing - it's a business discussion. This is presentation I did for the Maine Business Technology Expo in Portland, ME - 5/12/10
Thanks to @chrisbrogan @briansolis @equalman @gapingvoid @charleneli @jowyang @julien (and others I'm sure I'm leaving off) for making me so smart. ;)
This is a PPT presentation we use to introduce social media marketing concepts and best practices to B2B companies, who often have technical products and complex sales. This primer is designed to be a conversation starter - to be followed up with a more specific proposal for the program.
How Dell aligns Social within the Organisation - PRII Annual Conference - PR ...Stephen Jio
Presentation on Dell's Social Media alignment with the Brand. 25 April 2013. Public Relations Institute of Ireland Annual Conference 2013. PR at the media crossroads
Data Visualization is nothing new. In fact, the power of visualization has been written about by business experts for decades. What's changed is the distribution. Today businesses can collaborate with teams spread around the world in real time. A recent project with a customer who wishes to be anonymous uncovered that many businesses are starting to use video to quickly share important data about their companies.
Leveraging internal communications platforms such as Google for Business, Microsoft Office 365, Slack or Facebook Workplace is the perfect way to communicate with teams in the modern age. Using video to produce brief data-driven business updates in a smart and concise manner is a truly scalable way to save your organization time while staying up to date on the most crucial information.
Sharing information inside an organization has never been easier, but sending out excel sheets via email simply is not enough. Creating a professional easy to digest data visualization video is a proven method for spreading knowledge effectively within your organization. A recent Harris Interactive poll of over 23,000 employees revealed that 37 percent of employees in key industries did not understand their companies priorities. Only one in five employees were enthusiastic about their organization’s goals and only one in five saw a clear connection between their tasks and their organization’s goals.
Learn more at https://ptzoptics.com/data
We’re living in the Enterprise 2.0 era and there’s no place for old communication and collaboration tools like email in our lives. Right? Then why does email continue to be the collaboration backbone for over 80% of organizations all over the world? We can hate emails, but we have to face the fact that today email is still the most frequently used tool for business people. Should Enterprise 2.0 fight email? Or is there a possibility to leverage its advantages and popularity? The presentation offers a possible solution for this dilemma.
Koller Genf Spazierstöcke S14 Auktion 16.09.2016 | Walking Stick Auction.
http://kollerauktionen.auctioneersvault.com/catalogues/S14/
CANNES ANCIENNES Vente, Lots 100-253, à 18h30 Expositiondu 15 au 16 septembre de 10h à 20h Palais de l’Athénée (entrée sur le côté du bâtiment), 1205 Genève Vente aux Enchères à Genève le 16 septembre 2016 Huissier judiciaire: Maître T. Reymond POUR TOUT RENSEIGNEMENT: Koller Genève, rue de l’Athénée 2, 1205 Genève. tél +41 22 311 03 85 / fax +41 22 810 06 30 Email: geneva@kollerauctions.com EXPERT : Patrick Gutknecht. tél +41 22 312 32 14 / mob +41 79 260 68 01 Email: pg@gutknecht-gallery.com Informations et illustrations supplémentaires sur notre site internet: www.kollerauctions.com
Culture eats strategy for lunch? Hah—not this time! Ancestry.com has undergone a significant and rapid transformation to continuous delivery and business agility in less than three years—and they are not done yet. Today, Ancestry has a culture significantly different from what it used to, made possible by the adoption of new practices, tools, organizational changes, management involvement, and dramatic shifts in mindset. Adopting Agile development was the catalyst, but much more had to be mixed in to create their own flavor of DevOps and continuous delivery. This talk will focus on the specific challenges, phases, and actions taken during Ancestry’s cultural metamorphosis. Come listen to how Ancestry has beaten the culture monster so you can too!
Social Business Imperative Women's President OrganizationLiz Bullock
Liz Brown Bullock, Director of Social Media & Community, Dell, presents social business landscape and ten tips on how women owned businesses should be strategically using social to be more effective. Presented at Women’s President Organization in Dallas, Tx on May 1st, 2013
Liz Brown Bullock, Director of Social Media & Community, Dell, presents social business landscape and 10 tips on how women-owned businesses should be strategically using social to be more effective. Presented at Women’s President Organization in Dallas, TX on May 1st, 2013. Learn more about Dell Social Media here: http://dell.to/11DoZIp
How Dell is Using Social Media to Deepen Relationships and Build TrustDell Social Media
Liz Brown Bullock, Director of Social Media and Community, Dell, presents how Dell has used social media to build trust and deepen customer relationships by listening, engaging and acting. Presentation at Marketing Science Institute Board of Trustees Meeting April 2013 with the topic, Building Trust in a Digital Age. Learn more about Dell Social Media here: http://dell.to/11DoZIp
Liz Brown Bullock, Director of Social Media & Community, Dell, discusses how you can successfully find your virtual voice with ten ideas strategically starting off to more in depth tips on content curation and building influencer relationships. Presented at the Women’s Empowerment Conference 2012 in San Diego, CA. #socialmedia #socialmediatraining
Integrated Social and Digital Communications: A Practical Application - Dr. K...Energy Digital Summit
This presentation was written by Dr. Konstanze Alex-Brown, Global Communications, Social Media Strategy at Dell Corporation. Dr. Brown was invited to present as a keynote speaker for the inaugural Energy Digital Summit in June 2014. She presented on the topics of marriage of social media, digital communications and building community in Energy & Technology.
Building the Social Powered Brand: Turning Social Data Into Competitive Advan...DataSift
Social data is exploding, providing new insight into markets, customers and audiences. Patrick Morrissey, VP of Marketing at DataSift and Shree Dandekar, Chief Strategist, BI and Analytics at Dell will tackle the social data challenge, explore the impacts and opportunities with social to drive brand advocacy and provide advice on how brands can make sense of social data at scale to drive advocacy and impact. Get an inside view on how Dell is using social data to translate conversations into a near real-time NPS (Net Promoter Score).
Liz Bullock, Director - Social Media and Marketing at Dell, talks about the importance of organizations actively fostering social conversations – listening, learning, engaging, and acting – across all functions of the business, as well as how to effectively empower employees to engage with customers on behalf of the brand. This presentation took place at the Corporate Social Media Summit, June 14, 2012, in New York
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
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RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
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Customer Centered Marketing: The Social Media Journey
1. Customer Centered Marketing: The Social Media Journey Allison Dew, Executive Director, Social Media, Community & Insights Austin American Marketing Association, August 2011
13. 13 Conversations are conversationsnot Business segments Love your product/service Need help using it Helping someone else with your product Share an idea with you Where to find you Share with others how & why you have great products/services Graphic thanks to @Gapingvoid
15. Five years of experiments and experience December 2006Ratings and reviews on Dell.com February 2006Michael Dell Asks Why don’t we reach out and help bloggers with tech support issues? October 2007Michael Dell quote in Business Week 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.” May 2008Dell Outlet achieves $0.5M in sales via TwitterCommunity team active on TwitterSmall Business blog launched June 2009Global Twitter revenues of $6.5 M Dell named #1 most social brand in ranking of 100 top brands August 2006Blog outreach expands beyond tech support March 2008Accepted Solutions launched on Community Dell France begins Online Community Outreach March 2010China Micro-Blogging February 2007IdeaStorm Launched A voting based site allowing customers and others to submit ideas for Dell. January 2009Dell Organizes in to4 customer focused business units June 2009$2M+ Salesvia Twitter Social Media Listening Command Center 2006 2007 2008 2009 2010 2011 Dell Social Media and Community University launched/5,000 teammembers trained byend of year(Aug.) July 2006Direct2Dell launchedToday Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese. June 2007Dell joins Twitter Dell launchesEmployeeStormInternal Blogs Launched for Employees. April 2008Inside IT launchedBlog focused on business customers, and Cloud Computing. 2009Dell TechCenter January 2008Dell aligns organization for success Altimeter recognizes Dell with “Open Leadership Award for Innovation and Execution”(Oct.) Spring 2009Some Members of Community and Conversations deployed within each of the new Dell Business units December 2009Huffington Post Blog DelllaunchesB2B pagesFacebook(Jun.) August 2006Blog outreach expands beyond tech Support January 2007StudioDell launched Dell’s video and podcast site, with helpful tips and tricks. Eventually expanding this into the YouTube channel making sharing easier. February 2008Twitter expanded November 2007DellShares launched The first investor relations blog by a public company. June 2008Channel blog launched 15
16. Lesson 1: Opportunity of a powerful ecosystem Dell.com Our Communities External Communities Team Members 16
17. 17 Confidential Lesson 2: starts with listening to Be A Better Business, across the Business 3/21/2011
Today, I’d like to take a step back and a step forward…. what I really thought we could talkabout is more than simply social media and the Dell journeyI’d like to actually take a step back and look at marketing, its evolution, the power and place of social media and what we have learned at DellI think it is time we talked about the appeal and glamor of “marketing” as we have known it through the ages, to the reality and the business value of marketing today, as well as the opportunities social media offer when re-examined with a view to authentic customer connectivity
If we look back over time, marketing was focused on name recognition, product placement and especiallyplacement and recognition at the point of purchaseIf “marketing” could have strong product recognition at point of purchase, theory was, customers chose that product
Then marketers got sophisticated and media provided even more opportunities…we marketers polished up our reach and business offering beyond just a point of purchaseMarketers could now establish brands, associate and implicate certain values and broadcast those messages out….not simply influencing the point of purchase but delivering recognition and top-of-mind consideration all the time…further impacting customers when they made that purchase decision
And then our profession got even more polished and professional we gave products “appeal” beyond just their everyday purpose…Not only did we deliver appeal we delivered it in glitzy, even enticing ways.All of it also researched and ‘targeted” to segments and imbuing products with appeal
Now we had not just great appeal, imagery and attraction…thanks to mass media, electronics and venues everywhere, Marketers could be present anywhere and everywhereBroadcasting powerfully and loudly and brightAnd we also could compete with each other over being more loud and garnering more attention
I went to wikipedia and ran a tag cloud on their article about marketingAs you can see it is all about research, products, marketing firms, new things…lots of stuffThe customers and consumers coming at the third level of mention in this word cloud.I thought marketing was first and foremost about the customer….seems to me the marketing function plays a critical role in today’s company as the overarching voice of the customer…
So is it time for marketing to be less about campaigns, advertisements, glitz, big new ideas and noise and really about reconnecting with people who are or should be our customers.
In fact, as I think back in history to the general store or the early department stores or the mom and pop shops in our neighborhoods, the smart business person was a true marketerThat business person knew his customers by name, had a connections with themIndeed therein lies the early beginning of successful business – not the advertisement of brand names but the intimate customer connectionsIn some cases, the general store was actually the community center. People shopped, chatted, shared news, played a game of cards…..So, as we talk today about social media, I think this context is important….
The Web has morphed from a place where we, in isolation, pointed, clicked and surfedThe Web is now interactive and social….it is a living, sharing, connecting community of peoplePeople are sharing information and their perceptions at an amazing rate….whether it be through 600 new videos, 6600 photos on flickr or 1500 blog posts in 60 secondsThis tidal wave of information and opinion by our customers matters…..because they are at the center of all of our businesses if we are to have successful businesses.and that sheer volume overwhelms anything you or I can ever deliver for a businesses
Authority has changed…from what I watched on the CBS evening news to what my friends or people I trust said and shared on Twitter
And the time we all spend on the interactive web changes where our attention goes or how our attention is made when we make decisions
The other sometimes difficultaspect of this tidal wave of customer connectivity and commentary is that people are having conversations…they are not necessarily talking business or business lingo, even though it may be about your business.These conversations are like a cocktail party. People chat at the cocktail party about the weather in one group, in another corner they could discussing personal vacations and hotels where they had a great time, or in another corner about very personal experiences, recommendations to a friend, or simply sharing what they thought was interesting today, or their plans for a future moveThe same is true about the conversations and commentary about our businesses on the Web. The social media discussions about your company or your business sector are not neatly parceled and aligned with business functions, necessarily.A chat about using my 7 year old Dell to tweet on could be someone raving about being a loyal Dell customer, they could be bragging about the quality of their Dell in comparison to a friends 2 year old machine ...or it could simply be a fact like its hot outside today. Content and context of conversations have a value….but what how and fitting that into any business process can be a little messy
And that brings me to the value of the web today….and where marketing must continue to re-orient itself for the future…online and offlineIt is all about customer centricity and connections….not necessarily about campaigns.Of course, marketing campaigns will, and do, have an important place….Imjust saying social media brings a rich opportunity to build, scale and integrate new and rich customer connectivity into business
I wont run you through this whole chart, but with five years of experience under our belt, thought a couple highlights and failures are worth mentioningIt all begins in early 2006 with a special tech support swat team working to respond to tech support matters being raised by bloggers…followed by our early launch of one of the first corporate blogs to expanding our outreach beyond tech support as we recognized the conversations across the web could also include commentary about our latest news release, our corporate reputation or business processes.Interesting to note that Michael Dell noted very early on that our social web activity was not just about marketing or tech support…but connecting with customers to constantly improve and build a better businessAlong the path we launched a ‘viral video site ‘ sort of a take off on the television show “The Office” only focused for IT folks. It didn’t garner IT folks attention nor did it go viral. You don’t plan viral videos…..and IT directors have tough jobs, not to be laughed at, I supposeWe had a microsite focused on mobility, but with few resources, strong content and lacking focus it died a quiet deathIn June 2007 we joined Twitter andhave had great success in connecting with customers on everything from tech support, to IT for small business, to our corporate social responsibility and green IT efforts, as well as folks looking for special offersWe have both a business and consumer Facebook page. In 2009 we launched Dell Tech Center, a community for IT pros, and it grew rapidly that first year….in the area of 400%
Lesson 2: If you go into the social web with only your agenda and messages you failListening to 25,000 conversations everyday about Dell is crucial to putting the customer centricity at the forefront of these effortsWe have over 180 different search profiles that help us parcel up those 25000 conversations and make sense of the volume of discussions related to Dell.For those interested in a little more detail, yes… those 180 search criteria include things like geography, reach, sentiment, subject matter of the discussions, where they are taking place on the web… and more
Lesson 3 and I have touched on this…but over 5 years we have found the conversations touch every part of Dell’s business……well, I'm not sure accounting has many customer conversations about them To realize business value from the customer, it is important that web interactions and conversations are heard by those who are most impacted, the relevant Dell team members and various parts of the business.
Lesson 4 builds on Lesson 2 and 3. Listening is one thing. Recognizing that customer conversations are not just about products or tech support but can impact building a better business across all business and customer segments as well as business functions…well that requires action to follow up on what we learn, and raises the question of how to scale.First: Listen, then engage and connect and finally act to build a better business. Input from customers can mean questions about the status quo, and action by business on what we learn from that input. Social media does not always mean saying Yes, but it does mean we have a responsibility to listen learn engage and act where it makes sense and leads us to being a better more customer centered business.That’s where the medium becomes two way and all about customer connectivity -- not just messaging By thinking of social media more like a tool, like email or the telephone, the possibilities to scale can also be realized.
Lesson 5 relates to giving employees the tools to do their job…that means training.At Dell, We have put in place a robust social media and community curriculum that covers everything from our policies about transparency and protecting company and customer information to how to best use tools like Twitter, Facebook, LinkedIn, and blogging
We continue to evolve the training program offerings. Our training is also global, and includes innovative unconferences (held in the US, the UK, China and India last year and more planned this year). Today, we have more than 15 courses offered in person and using Live Meeting….and there are more in the worksAnd, we see an amazing thirst for this as more than 5,000 Dell employees have taken at least one course; more than 2000 Dell certified professionals have completed 4 courses/8+ hoursThat’s commitment and interest from employees
Perhaps one of our most important lessons is there is no single ROI….or using a revenue number that is attributable to social interactions fails to accurately account for the significant business value to be realized in using social media. Our experience to date shows signs of real business value in social media. That value is found and realized where something is of value to our business and the customer. Those intersections do not just happen at a point of purchase or with a transaction. In fact, these happen around the full or complete life cycle of the customer relationshipsBy delighting and connecting to customers, they are coming back for more and we are able to focus more on exactly what it is that enables them to do moreour work in measuring what matters, we now know that social media is a decision factor in both the consumer and b2b space; social media is about more than awareness or brand sentiment…it is that;but it is also about every aspect of the customer lifecycle and impacts the complete customer lifecycle….Social media can impact loyalty, and the amount returning customers purchase from Dell. This work is not done, but we are well on our way to really understanding both the metrics and business value and we know where we are going Improves Dell’s reach and share of voice; we know there is causality between social media activity and purchase, it provides high business value and contributes to demand generation, Social media based support improves sentiment and correlates with higher revenue Engaged social media customers improve loyalty
Lesson 7: Finally let me say, the interactive web is still growing and morphing. The use, business value and application of the social web to every day business activities continues to morph and “emerge”There was no Google Plus several months ago; Facebook changes features and rules regularly , automated sentiment analysis and natural language processing are evolving fields; the “social stack” and the ability to plug it into traditional and legacy CRM systems is like using bubble gum and bailing wire to hold things together….But to really use social media as a tool to be a better business, we learn and evolve, rather than simply think of social media as yet another medium in which to broadcast messages
No business is perfect…we can always learn grow and do better by being more connected with our customers. Dell is a young business, at just over twenty years old….as a business using social media we are just a seedling like anyone else in this new and important tool to make us all better businesses and marketers
I have great dreams for integration of social media to be a tool that helps us all be better marketers and in which we marketers all use in order to help make significant contributions to building strong and better businesses