bank of ireland enterprise week - social media for small business
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Social Media Utilisation for Small Businesses Thomond Park, Limerick – 23/05/13 Stephen Jio - Dell
2 @stephenjatdell
Social Media: The elephant in the room
Social media Virtual
Mobile Cloud
Always on Data
explosion
Technology trends are changing the way we connect with each other.
3 @stephenjatdell
Technology trends are changing the way we connect with each other.
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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
@stephenjatdell 5 5/23/2013
Courtesy of http://www.eightytwenty.ie/blog/?p=2059
Social Media: Irish adoption
Hosted
Communities
External Community
External Community
External Community
Extranets
Internal Networks
Internal
External
Employees
Topical Experts
Customers
Direct2Dell
Sales
External Community
Support
Social Business: A complex model
Communications
7 @stephenjatdell
Dell’s Social Media History
…so far
8 @stephenjatdell
Social Media: Where do you start?
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1. Know your customer Focus on them and not being random
2. Build and commit to your Social strategy Requires a paradigm shift
3. Train and empower your employees Your greatest brand Ambassadors
4. Listen, Engage and Act Execution is everything
5. Social = Brand Social Media is an extension of your Brand and values
@stephenjatdell
Social Media: The 5 steps towards success
Know your Customer
• Social demographics
Look at the social properties that align to your target customer
Understand the behaviour of your target customers on Social Media
Confidential 10
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…
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Social Media strategy
“Think before you jump”
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Create a complete strategy that aligns with your Brand.
• Identify, Define Social Media strategy and policies • Train Staff for self-empowerment
• Listen to the Community • Engage and Act consistent with your brand
• Quantify results
@stephenjatdell
BUILD
EXECUTE
Social Media: Strategy/Tactical
MEASURE
“If your social strategy relies on advertising in social media, it’s probably better to hang on to your money.”
– Taddy Hall
@stephenjatdell 13
Listening
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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 Consideration
Competition Buzz
Support
Strategy
15 @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
Training Training: Empowering the masses!
http://www.dell.com/socialmedia
16 @stephenjatdell
• Transparency is key • 2 types of business profiles
– Company – On behalf of Company
› @stephenjatdell
• Always disclose you association – Even with personal social profile
› #IworkforDell
Profile Your Social Persona: Don’t hide your association!
"Social media is the ultimate canary in the coal mine.“ - Jay Baer
@stephenjatdell 17
18 @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
Why you need to Listen!
@stephenjatdell 19 23/05/2013
• Utilise a tool that covers the entire Social landscape
• Set intelligent listening criteria
• Make it available on multiple platforms and provide alerts
• Listening keys: • Sentiment • Influencers • Trends • Early warnings
Listening tools: It’s all in the setup!
@stephenjatdell 20 23/05/2013
• 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
"Engaging in honest, direct conversations with customers and stakeholders is a part of who we are, who we've always been."
- Michael Dell
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• Engagement doesn’t mean responding to everything!
• Do not use to neutralise or argue a dissenting opinion
• Look for landmines
…and don’t Tweet when you’re in a bad mood
Engagement: Food for thought
23 @stephenjatdell
#FAIL: Think before Tweet
• When you tweet for a company you ARE the company
• Forget the delete button – once its posted, its permanent
“Number of Fans and Followers is NOT a Business Metric –What You Do With Them Is.”
– Jeremiah Owyang
@stephenjatdell 24
@stephenjatdell 25 23/05/2013
Quantify 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
“It’s hard to get lice out of your head, and there’s no easy cure for shaking off campaign-based thinking, either.”
– David Berkowitz
@stephenjatdell 26
27 @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
28 @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
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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
“A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.”
– Scott Cook
@stephenjatdell 30
@stephenjatdell 31 23/05/2013
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
Social = Brand
Thank you @stephenjatdell