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Utilizing social media_to_benefit_business
The document discusses how Dell has utilized social media to benefit its business. It provides an overview of Dell's social media history and strategy, best practices for social media use including creating a strategy, training employees, listening to customers, creating engaging content, and measuring results. It also discusses using internal social media to increase collaboration among employees and provides a case study of a nonprofit's successful use of social media for awareness, donations, and engagement.
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Utilizing social media_to_benefit_business
- 1. Utilizing Social Media tobenefit business Stephen Jio – Dell Baltic Project Management Forum 2014 2 October 2014
- 2. Dell – 02October 2014 -@stephenjatdell2 Utilizing Social Media to benefit business Discussion • Dell and Social Media • Opportunity • Best practices • Internal Social Media • Case Study – Voluntary Sector
- 3. Dell – 02October 2014 -@stephenjatdell3 Social Media is part of Dell’s DNA; it reinforces our purpose in delivering solutions that benefit our Customers.
- 4. Dell – 02October 2014 -@stephenjatdell4 2006 2007 2008 2009 2010 2011 2012 2013 2014 Dell’s Social Media & Community History Dell begins Tech Support outreach to Communities Direct2Dell, Dell’s Official Corporate Blog launches Dell begins Customer Support Communities Ratings and Reviews, Social Customer opinions On Dell.com IdeaStorm launches Dell Crowdsourcing Dell joins Twitter StudioDell launches Precursor to YouTube DellShares launches Investor relations blog EmployeeStorm launches Dell expands Twitter to countries Dell Outlet on Twitter Generates revenue in sales Channel blog Inside IT blog Dell joins LinkedIn Dell joins YouTube Dell joins flickr Dell Tech Center launches Dell joins Sina Weibo In China Dell launches Social Media & Community University For all employees to Train and certify Dell the Social Media Listening Command Center Dell joins Google + Dell joins Pinterest The American Red Cross and Dell Launch First-Of-Its-Kind Social Media Operations Center For Humanitarian Relief Dell joins Facebook Dell reaches 11,000 Social trained & certified staff Dell begins Social Media Consulting Dell launches Chatter
- 5. Dell – 02October 2014 -@stephenjatdell5 Social Media opens up a whole galaxy of opportunity, creating a labyrinth of touch points with the Customer in everything a business does.
- 6. Dell – 02October 2014 -@stephenjatdell6 The Opportunity 0 500 1000 1500 SnapChat Orkut (not active) myspace foursquare Vine Pinterest Tumblr Friendster Instagram renren (China) Kohtakte (Russia) LinkedIn Google + Twitter Weibo (China) Ozone (China) YouTube Facebook Social Media user population (2014) Millions 5.7 billion Social profiles • Social Media accounts for 28% of online media time • The fastest growing demographic on Social is 45- 64 year-olds • 93% of Marketers use Social Media in their business
- 7. Dell – 02October 2014 -@stephenjatdell7 Opportunities for business R&D Manufacturing PR Marketing Employee AwarenessProduct Launch Transaction Support CRM Business cycle
- 8. Dell – 02October 2014 -@stephenjatdell8 Opportunities for business Crowdsourcing Brand Association Awareness Viral Vehicle Employee Social MediaConsider Convert Shared Support Customer Storytelling Building Loyalty CUSTOMER Social Media places the Customer in the center of everything you do. Business cycle
- 9. Dell – 02October 2014 -@stephenjatdell9 Examples: 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
- 10. Dell – 02October 2014 -@stephenjatdell10 Examples: Brand association Leveraging Social to deliver strong Brand messaging • In 2012 over 250,000 student from 105 countries created profiles in DSIC • 1,570 innovations were submitted • 400 formal business plans were submitted • Crowdsource voting in preliminary rounds
- 11. Dell – 02October 2014 -@stephenjatdell11 Examples: Awareness Using Social Media as a vehicle to tease new products • Alienware Area-51 desktop teaser video released on Social Media • Quarter of a million views in the first week • Positive sentiment across all Social vehicles
- 12. Dell – 02October 2014 -@stephenjatdell12 Examples: Shared support DellCares: support outreach • Regional teams provide localized service • Over 3,000+ engagements a week • 11 languages • Proactive and reactive • Positive impact to customer satisfaction: – 45% conversion rate
- 13. Dell – 02October 2014 -@stephenjatdell13 Examples: Employee Social Media • Firewalled to employees only • Accessible for all 100,000+ staff • No communication hierarchy • Over 2,000 subject matter groups • Project management with work flow • Multi-platform (tablet, smartphone)
- 14. Dell – 02October 2014 -@stephenjatdell14 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 Examples: Employee Social Media 1 Source: APCO Worldwide and Gagen MacDonald, Survey on the State of the U.S. Workplace as Viewed by America’s Workforce, October 2011.
- 15. Dell – 02October 2014 -@stephenjatdell15 “One of the greatest challenges companies face in adjusting to the impact of social media, is knowing where to start.” Simon Mainwaring
- 16. Dell – 02October 2014 -@stephenjatdell16 Hosted Communities External Community External Community External Community Extranets Internal Networks Internal External Employees Topical Experts Customers Direct2Dell Sales External Community Support Communications Social Media - tactical: A Complex Model
- 17. Dell – 02October 2014 -@stephenjatdell17 Create a complete strategy that aligns with your Brand. • Identify, Define Objectives, strategy, audience and policy • Train Staff for self-empowerment • Listen to the Community • Create Content – The three Cs • Engage and Act consistent with your brand • Quantify results, tie back in to your objectives BUILD EXECUTE Social Media: Constructing the program MEASURE
- 18. Dell – 02October 2014 -@stephenjatdell18 Build: Strategy Who, What, Where, When and How: • Who is your target audience in Social Media • What you want to accomplish with Social Media • Where you will initially focus your efforts • When are you planning to be active • How you will support the programme internally Objectives Activities Capabilities Governance Training Budget Measurements
- 19. Dell – 02October 2014 -@stephenjatdell19 Build: Social demographics Whose your audience? • Look at the social properties that align to your target customer • Understand the behaviour of your target customers on Social Media Courtesy of https://blog.compete.com/2012/12/14/this-is-what-an-age-breakdown-of-the-top-social-sites-looks-like-3/ Random Social Media rarely work, however when it does…
- 20. Dell – 02October 2014 -@stephenjatdell20 Build: Policy Build: What needs to be in your policy for employees The Rules of Engagement • 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 Social Media Policy HR enforceableEthics aligned PR input SMT buy-in
- 21. Dell – 02October 2014 -@stephenjatdell21 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 Build: Empowering the masses!
- 22. Dell – 02October 2014 -@stephenjatdell22
- 23. Dell – 02October 2014 -@stephenjatdell23 Brand Reputation Product Evaluation Potential Issues Instant Feedback Queries on Product/Services Support Customer Stories Peer to Peer Influence Comments Sales Lead Generation Over 30,000 posts daily about Dell Execute: Listening
- 24. Dell – 02October 2014 -@stephenjatdell24 Execute: Content creation Apply the three C’s • Creative – Crowdsource • Current – During season • Conversational – 3k, 13k, 18k, 13m
- 25. Dell – 02October 2014 -@stephenjatdell25
- 26. Dell – 02October 2014 -@stephenjatdell26 Transparency is key • 2 types of business profiles – Company – On behalf of Company › @stephenjatdell • Always disclose you association – Even with personal social profile › #IworkforDell Execute: Engagement
- 27. Dell – 02October 2014 -@stephenjatdell27 Take a deep breath… • Read the post a few times • Draft a response, but do not publish • Read your unpublished response • Delete it (remember the delete button doesn’t work once it’s published!) • Rewrite it • Post it …and don’t Tweet when you’re in a bad mood Execute: Responding to negative posts
- 28. Dell – 02October 2014 -@stephenjatdell28 Is your strategy working? • 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 website or store • Revenue – ‘Social’ associated purchases, indirect and direct attributed Resource: Econsultancy -The State of Social Report 2011 The most important metrics in assessing Social Media Measure: Analytics
- 29. Dell – 02October 2014 -@stephenjatdell29 "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
- 30. Dell – 02October 2014 -@stephenjatdell30 What can Social Media provide • Volunteer drive • Donation appeal • Crowdfunding • Generate discussion • Gaining an understanding of the perception of your brand • Driving traffic to your website • Commitment to the cause • Emergency outlet • Running the business Case Study –Voluntary sector and Social Media nonprofitquarterly.org/management/
- 31. Dell – 02October 2014 -@stephenjatdell31 Case Study –Voluntary sector and Social Media 0% 10% 20% 30% 40% 50% 60% 70% Awareness Donations PR Engagement News What Irish Voluntary sector use Social Media for Percentage of use
- 32. Dell – 02October 2014 -@stephenjatdell32 0% 10% 20% 30% 40% 50% 60% 70% 80% Facebook Twitter LinkedIn YouTube other Which Social Media networks are most effective? Percentage of Non-profits Case Study –Voluntary sector and Social Media
- 33. Dell – 02October 2014 -@stephenjatdell33 0% 10% 20% 30% 40% 50% 60% Part-time help Ad Hoc - nothing formal Part-time team Full-time person Full-time team How do you support your Social Media effort? Percentage of Non-profits Case Study –Voluntary sector and Social Media
- 34. Dell – 02October 2014 -@stephenjatdell34 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 Case Study –Voluntary sector and Social Media
- 35. Dell – 02October 2014 -@stephenjatdell35 Utilizing Social Media to benefit business Summary • Social Media success doesn’t happen overnight • Integrate in your entire business • Target your audience • Build | Execute | Measure • Internal Social Media increase collaboration • Engage with your audience, not at them • Social Media is SOCIAL!
- 36. Dell – 02October 2014 -@stephenjatdell36 Thank you! ALIENWARE ALPHA PC GAMING CONSOLE Twitter - @stephenjatdell