How Dell aligns Social within the Organisation - PRII Annual Conference - PR at the media crossroads
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The document discusses Dell's use of social media across its organization. It describes how Dell uses social media internally for collaboration between departments and externally to engage customers, generate brand awareness, and drive business outcomes. Dell's social media strategy involves identifying goals, training employees, listening to online conversations, engaging with stakeholders, and measuring business results.
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How Dell aligns Social within the Organisation - PRII Annual Conference - PR at the media crossroads
- 1. Social Media How Dell aligns Social within the Organisation PRII Annual Conference, Dublin – 25/04/13 Stephen Jio - Dell
- 2. 2 @stephenjatdell Social Media: enabled by technology driven by content
- 3. Social media Virtual Mobile Cloud Always on Data explosion Technology trends are changing the way we connect with each other. 3 @stephenjatdell
- 4. Technology trends are changing the way we connect with each other. 4 of the world’s population are now using the Internet. 3 Billion By 2016, 350M employees will use smartphones. 200M employees will bring their own device to work. 350 Million of mid-market companies are using cloud models in their business (SaaS). >50% 58 Billion mobile application downloads by 2015 2.5 Quintillion bytes of data being created every day. of workloads customers expect to virtualize by 2014 73% @stephenjatdell
- 5. 5 @stephenjatdell Social Media: technology to collaborate
- 6. @stephenjatdell6 Product R&D Communications Customer Service Marketing Employees Retailing A business can be like a puzzle.
- 7. @stephenjatdell7 Product R&D Communications External Customer Service Marketing Employee Online Presence Not all pieces interconnect.
- 8. @stephenjatdell8 Product R&D Communications External Customer Service Marketing Employee Online Presence Social Media Social Media: connects the business.
- 9. @stephenjatdell9 Product R&D Communications External Customer Service Marketing Employee Online Presence Social Media Social Media: facilitates the conversation. “…equally important to use social media internally to facilitate communication between departments, overcome geography, and ultimately to maximize productivity..” –Steve Nicholls, author
- 10. @stephenjatdell10 61% find it easier to Collaborate 60% find that internal social media demonstrates Innovation 58% find a company that deploys internal social media is one to Trust Employee Social Media network 1 Source: APCO Worldwide and Gagen MacDonald, Survey on the State of the U.S. Workplace as Viewed by America’s Workforce, October 2011.
- 11. “Social Media is about sociology and psychology more than technology.” – Brain Solis Principal of Altimeter Group @stephenjatdell11
- 12. @stephenjatdell12 Product R&D Communications External Customer Service Marketing Employee Online Presence Social Media Employee Focus • Internal Social engagement • Increased Collaboration • Enable virtual Innovation Social Media: content drives participation.
- 13. Internal Social Media - Chatter @stephenjatdell13 • 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)
- 14. @stephenjatdell14 Product R&D Communications External Customer Service Marketing Employee Online Presence Social Media Communications External • Brand reinforcement • Announcements • Talent acquisition Social Media: effective niche targeting
- 15. @stephenjatdell15 25/04/2013 Social Media: builds Brand value Irish Cancer Society: Daffodil Day • Key component in an overall campaign • Promotes association with event and Dell Ireland • Dell Ireland Twitter trending in Ireland during event • Created mobile app over 500+ uploads
- 16. 16 @stephenjatdell Social Media: generates excitement Dell Vlog YouTube channel • Dell Ultrabook Challenge had over a million views in first 48 hours • Over 13 millions views on Vlog • In addition to products • Quarterly results • Community service • Customer Stories
- 17. @stephenjatdell17 Product R&D Communications External Customer Service Marketing Employee Online Presence Social Media Social Media: ideas are borne Product Research & Development • Product ideation • Feedback loop • Early warning detection
- 18. 18 @stephenjatdell Social Media: crowdsourcing IdeaStorm: tapping into the collective intelligence of the community • Introduced in 2007 • Over 18,000 ideas submitted • Over ¾ of a million votes • 97,000 comments • +520 ideas implemented
- 19. @stephenjatdell19 Product R&D Communications External Customer Service Marketing Employee Online Presence Social Media Customer Service • Listening • Outreach • Providing solutions Social Media: engaging the community.
- 20. 20 @stephenjatdell Social Media: 1 to many support DellCares: support outreach • Regional teams provide localised service • Over 3,000+ engagements a week • 11 languages • Proactive and reactive • Positive impact to customer satisfaction: • 45% conversion rate
- 21. 21 @stephenjatdell Social Media best practice or… “Think before you jump”
- 22. 22 Creates an environment that aligns with your Brand behaviour. 1. Identify, Define Social Media strategy and policies 2. Train Staff for self-empowerment 3. Listen to the Community 4. Engage and Act consistent with your brand 5. Quantify results @stephenjatdell BUILD EXECUTE Social Media: in 5 steps MEASURE
- 23. Listening 23 @stephenjatdell Identify: What do YOU want from YOUR Social Media efforts? Brand Reputation Conversation Customer Stories Engaging Virtual Project Management Sharing ideas Feedback Campaigns Viral Content Collaboration Demand Generation CRM Potential Issues Important Announcements Competition Buzz Support BUILD
- 24. 24 @stephenjatdell • 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 BUILD Training: Empowering the masses!
- 25. "Social media is the ultimate canary in the coal mine.“ - Jay Baer @stephenjatdell25
- 26. 26 @stephenjatdell Brand Reputation Product Evaluation Potential Issues Instant Feedback Queries on Product/Services Support Customer Stories Peer to Peer Influence Comments Sales Lead Generation 27,000 posts daily about Dell EXECUTE Why you need to Listen!
- 27. @stephenjatdell27 25/04/2013 EXECUTE • Utilise a tool that covers the entire Social landscape • Set intelligent listening criteria • Make it available on multiple platforms and provide alerts Listening tools: It’s all in the setup!
- 28. "Engaging in honest, direct conversations with customers and stakeholders is a part of who we are, who we've always been." - Michael Dell @stephenjatdell28
- 29. @stephenjatdell29 25/04/2013 • 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 Social Publishing: Management/Control EXECUTE
- 30. 30 @stephenjatdell • 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 Engagement: Food for thought EXECUTE
- 31. “Number of Fans and Followers is NOT a Business Metric – What You Do With Them Is.” – Jeremiah Owyang @stephenjatdell31
- 32. @stephenjatdell32 25/04/2013 MEASURE Analytics: Measuring what’s important • Brand Health – Net Promoter Scores, Social Net Advocacy • 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
- 34. Social Media: process ownership Strategy Business units Governance Social Media 1 Training Social Media Tactical Business / Comms 2 3 34 @stephenjatdell