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.

1. Engaging Members
Through Social
Media
August 13, 2014

2. Confidential2 8/14/2014
Amy Heiss
Social Media & Community
Program Manager
@AmyHatDell

3. Confidential3 8/14/2014
• Global Lead 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
• Why Social 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%
of organizations now
consider Social Business
applications to be
imperative or significant
to business goals.
Benefits of Social Media

6. 6

7. 7

8. 8

9. Questions to Ask in 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 Ask in 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 values for 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 to get 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 content to 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 sites for 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 pushing the same
content to all your
platforms
Sites to Consider:
• Buffer
• Later Bro
• EveryoneSocial
Confidential16

17. Customer Experience
Provide Customer Service 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 and followers:
• 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 relationships by 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 measurement for 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 success metrics 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-time insights
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 Social Media 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 Social Media Listening and Customer Insights
#SocialSME
Scorecard Unleash Your Experts

25. 25 Confidential Social Media Listening and Customer Insights
#SocialExec Activate Your Executives
Personalized sessions per executive
--Individual social media audit
--LinkedIn consulting session
--Scorecard

26. 26 Confidential Social Media 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:
Idea 1: 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 Questions Executive 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 for social 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 for Listening
Q & A