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Engaging Members Through Social Media
This document provides an overview of Dell's social media engagement strategies. It discusses the benefits of social media such as higher engagement, brand advocates, and real-time response. It then outlines Dell's history with social media and its Social Media and Community University program. The document provides top 10 ideas for social media engagement, such as tying social media to business goals and identifying influencers. It also lists top 10 questions executives should ask, such as how social media supports business goals. Finally, it emphasizes the importance of listening to customers and adopting a relationship-focused approach to social media.
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Engaging Members Through Social Media
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- 2. Confidential2 8/14/2014 Amy Heiss SocialMedia & Community Program Manager @AmyHatDell
- 3. Confidential3 8/14/2014 • GlobalLead for Dell’s Social Media Training & Activation Program (SMaC U) • Previously ran Dell’s Social Media Listening Command Center • Amy & her husband live in Austin with their 2 very active children
- 4. Today’s Agenda • WhySocial Media • Dell History • Social Media & Community University (SMaC University) • Top 10 Ideas • Top 10 Questions an Executive Should Ask • Make Time for Social Media • Q&A 4
- 5. 5 Higher Engagement Socially Mobilized Workforce Brand Advocates Real-time Response & Engagement Dynamic Communication Empowered Workforce Over 50% oforganizations now consider Social Business applications to be imperative or significant to business goals. Benefits of Social Media
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- 9. Questions to Askin the Planning Stage: • What are the organizations’ goals? • What is the business plan? • What is the current relationship with our customers? • What is the relationship we want with our customers? How does social media support these goals? Idea 2: Tie social media to your business and customer objectives Confidential9 8/14/2014 I think it starts with understanding what the organization’s goals are…part of the problem is that too many people want to jump into a Facebook “strategy” or a Twitter “strategy” – Shel Holtz Source: Shel Holtz: http://labs.openviewpartners.com/shel-holtz-talks-content-and-social-strategies/
- 10. Questions to Askin the Listening Stage Idea 3: Identify and target your community • Any social strategy first begins with listening to feed & inform your strategic plan • Listening should be for conversations about the company, product(s), category, competitors and the industry • By listening, you gain insights on what people are talking about & how they talk about companies and products – What are people saying about your brand? – What are the popular topics about your brand? – Who are the advocates, detractors and influencers in your industry? – Where are the conversations happening? Confidential10 8/14/2014
- 11. Standard conversation valuesfor engagement: • Authentic • Personal • Transparent • Inclusive • Honest • Conversational • Educational It’s not just about being out there and participating, it’s about being authentic and bringing value Confidential11 8/14/2014
- 12. Engagement Questions toget started… Twitter • ReTweet relevant, useful content and provide comment • Reply promptly • Twitter events with hashtag #FoodieChat, #SmallBizChat LinkedIn • Provide status update • Share business relevant content Blogs • Post a comment on relevant blogs Slideshare • Upload most recent, relevant presentation • Tweet, LinkedIn, Google+ that you uploaded presentation with link to share Confidential12 8/14/2014
- 13. Content rules –80/20 • People more likely to do business with a friend • You need to make friends to influence people • Follow 80/20 rule: 80% to support others and 20% self promotion • Being real on social media makes 80% target easy to reach • When you share a great article or blog post, use their twitter name Confidential13 8/14/2014
- 14. Identifying good contentto share: • Idea 5: Follow Other Restaurants/Influencers – What publications do you already read? › Follow their Twitter account – Follow customers, partners and your industry thought leaders – Follow industry experts and thought leaders in social media – Stay up to date with industry blogs Confidential14 8/14/2014 Followers: 7,397 Following: 4,674 Key Influencers: @WeRRestaurants @UNFI @susanbeebe @Pinkberry @Sunda @DZRestaurants
- 15. Online curated sitesfor relevant content: Idea 6: Vary your content and keep target audience in mind Guy Kawasaki recommendations: Smartbrief (customize industry topics for daily top stories via email) Stumbleupon (customized by your interests includes photography) Alltop (top stories by popular media) My recommendation: LinkedIn Today @LinkedInToday (twitter) LinkedIn Pulse Confidential15 8/14/2014
- 16. Schedule posts Avoid pushingthe same content to all your platforms Sites to Consider: • Buffer • Later Bro • EveryoneSocial Confidential16
- 17. Customer Experience Provide CustomerService and address fans in social media. @DellCares • On average team addresses 4,000 posts a week in 14 languages – 98% resolution rate – 50% ranters to ravers conversion – Team proactively developing helpful content based listening and engagements • Idea 7: Listen to your customers to determine relevant content needs Confidential17 8/14/2014
- 18. Increasing fans andfollowers: • Idea 8: Adopt a relationship mindset. Just as you do with your friends, engage fans and followers in meaningful ways – Keep asking questions – Create virtual projects › Brainstorming for a campaign or raising $$ for disaster relief – Celebrate follower activities & achievements – Add value › Give sneak peeks, exclusive content and special promotions – Complete the circle › Tie off the communication: Thank them for reaching out and ask if you can be of additional assistance Confidential18 8/14/2014
- 19. Build stronger relationshipsby bridging social & in- person • Idea 9: Take advantage of in-person interaction to deepen relationships • Events are powerful opportunities to build relationships • Recommended tools: Twitter & Slideshare – Offer inside access by “live-tweeting” during the event & use hashtag – Join conversations to share your thoughts and opinions – Connect with influencers attending or covering the event – Post-event, share presentations on Slideshare Confidential19
- 20. 20 No single measurementfor social media success • Idea 10: Select key performance indicators based on your objectives Confidential Influence Ex. # page likes,/shares, external RTs, # of subscribers Advocacy Ex. Message delivery, sentiment, recommendations Insights Ex. Cost savings over focus group/surveys, campaign insights, competitive insights Awareness Ex. Monthly gross impressions, # of fans/followers Engagement Ex. Total interactions, # fan photos/videos, % engaged on page, comments/posts Support Ex. Questions answered, # of avoided support calls
- 21. 21 Types of successmetrics aligned with goals Confidential Reach Social Impact • visits, pages viewed, navigation paths, links clicked Influence Customer Impact • likes, re-tweets, sentiment, forwards, membership Outcome Business Impact • sales inquiries, new business leads, customer loyalty Free Tools to compile this data Google Analytics, Bitly, Analog, Webalizer Social Media platform metrics and analysis tools KwikSurvey, Survey Monkey
- 22. 22 Value the real-timeinsights Confidential • Social media can also provide timely insights into campaign research, competitor analysis, sales leads, and customer needs Circle of Social Life Listen Analyze for Action Quickly Track Results Tweet Satisfied customer Issue Fixed! Technician Call Support Issue Customer Reach mass 0 50 100 150 200 250 300 350 4/5 4/12 4/19 4/26 5/3 5/10 5/17 5/24 5/31 6/7 Volume of posts Apr - Jun @XYZCares been on hold 90+min now… Another flawless, painless experience with XYZSupport • Real time data vs. waiting for calls/surveys • Identify & resolve the Negatives • Accentuate the Positives • Unsolicited feedback can be more genuine and typically not biased Negative Positive Too many transfers? Unable to identify/resolve issue? Slow service? Thankful customers - Spare parts - Saving in IT Social referrals - Should get PS - Refurbs 500 friends 5K followers
- 23. 23 Confidential SocialMedia Listening and Customer Insights There was no big differentiation between the messages on security systems of HP, Lenovo and Dell • Fingerprint reader technology was perceived as a favorable security feature after Apple’s announcement of the technology • Customers remembered the fingerprint readers in laptops made by OEMs since the 9/10 announcement • HP’s free security software was mentioned frequently in social HP Lenovo Resource: Radian 6 June 17 to Oct 1, 2013
- 24. 24 Confidential SocialMedia Listening and Customer Insights #SocialSME Scorecard Unleash Your Experts
- 25. 25 Confidential SocialMedia Listening and Customer Insights #SocialExec Activate Your Executives Personalized sessions per executive --Individual social media audit --LinkedIn consulting session --Scorecard
- 26. 26 Confidential SocialMedia Listening and Customer Insights Create A Social Culture Special employee events for social media advocates • Guest speakers • Love notes • Movie Day • Happy Hours
- 27. Top Ten Ideas: Idea1: Write up a plan Idea 2: Tie social media to your business and customer objectives Idea 3: Identify and target your community Idea 4: Sign up for free Listening tools if you haven’t already… Idea 5: Follow Influencers (twitter) for content inspiration Idea 6: Vary your content and keep target audience in mind Idea 7: Listen to your customers to determine relevant content needs Idea 8: Adopt a relationship mindset. Just as you do with your friends, engage fans and followers in meaningful ways Idea 9: Take advantage of in-person interaction to deepen relationships Idea 10: Select key performance indicators based on your objectives Confidential27 8/14/2014
- 28. Top Ten QuestionsExecutive should ask: Question 1: How will social support my business goals? Question 2:What is the conversation volume and sentiment about my business, products or services? Question 3: Which online communities are important to my business and is my team involved in those conversations? Question 4: Are there other technology conversations taking place that my team should be a part of and if so where? Question 5:Are there specific content gaps or customers questions that aren’t getting addressed? Question 6: Who are my industry’s Influencers? Question 7: Which of my customers are online? Question 8: Am I connected with our most important customers online? Question 9: Have I identified subject matter experts on my team to connect with those influencers? Question 10: Am I taking advantage of customer feedback and insights via social media? Confidential28 8/14/2014
- 29. Make time forsocial media 29 Confidential • Add 30 minutes to your calendar 2x a week to listen or engage in social media • Don’t go overboard – just start with 1-2 platforms • Download social applications to your phone • Find a social media mentor • After a customer meeting, thank the customer in social media • Use relevant hashtags to connect with event attendees, speakers, etc.
- 30. Thank you forListening Q & A