1

Dell - Internal Use - Confidential

Creating a Culture

for Making Business Social

MnSearch Summit

June 27, 2014

2

Dell - Internal Use - Confidential

• Defined Community Manager Role across business functions (2006)

• Pioneered big data via insights from social monitoring tool data (2008)

• Transforming social content marketing @Dell

Leading Global Social Content Strategy and Governance

Connie Bensen

@cbensen #SocialBizology

(presently Social Content Strategy)

3

Dell - Internal Use - Confidential

A journey to optimize content and social.

4

Dell - Internal Use - Confidential

Are you prepared to be a Social Business?

Source: Sprinklr’s Social@Scale ebook

David Armano

5

Dell - Internal Use - Confidential

Creating a culture that supports Social Content optimization

• People and expectations

– How do you shift expectations

to support integrated marketing?

• Encourage collaboration

– Internally across teams

– External events

• Shift to customer-centric content

– Processes

– Tools

[noun] Social Bizologist definition: The person responsible for guiding the integration of social into the business functions of an organization.

Global Marketing

Dell - Internal Use - Confidential

People and priorities

7

Dell - Internal Use - Confidential

@AmyHatDell

8

Dell - Internal Use - Confidential

Employee activation via Social Media Certification

Read more: Unleashing the Power of Employee Advocates

9

Dell - Internal Use - Confidential

Social SME program Empowering Dell’s subject matter experts

10

Dell - Internal Use - Confidential

#SocialExec program

11

Dell - Internal Use - Confidential

LinkedIn 95,000 employees follow Dell’s LinkedIn company page

@JenniferNatDell

12

Dell - Internal Use - Confidential

Dell’s Global Primp Your Profile program

Read more: Your Employees Brand is Your Company Brand

13

Dell - Internal Use - Confidential

Use LinkedIn to showcase your Company Brand

Global Marketing

Dell - Internal Use - Confidential

Encourage collaboration (internally and externally)

15

Dell - Internal Use - Confidential

Dell CAP Days and Social Think Tanks

@Konstanze

Read more: Building Brands Builds Relationships

16

Dell - Internal Use - Confidential

Dell team member contributions created a need for a global content calendar

@LPT

Read more: Direct2Dell Blog Manifesto

Global Marketing

Dell - Internal Use - Confidential

Create customer-centric content

18

Dell - Internal Use - Confidential

Make business social across the organization

@CBensen

19

Dell - Internal Use - Confidential

20

Dell - Internal Use - Confidential

Activating Marketing and Sales teams

@HavilahTower

Read more: Activating Employees as Company Advocates on Social Media

21

Dell - Internal Use - Confidential

Data drives decisions and motivates teams

@BrianMelinat

22

Dell - Internal Use - Confidential

Provide teams with Playbooks

• Brand certification

• List of standardized organic keywords

• Content optimization guidelines

• Value proposition messaging

23

Dell - Internal Use - Confidential

Revising processes for content marketing

@iamnikkideleon

Read more: Empowering Champions Within Your Organization

24

Dell - Internal Use - Confidential

Globalizing content @JanineWegner

Be the change that you wish to see in the world

Mahatma Gandhi

25

Dell - Internal Use - Confidential

Suggestions for embedding social in the fabric of a company (and optimizing content!)

• Integrate social into the workday – Put on your consultant’s hat and ask teams what their pain points are

– Translate how content can be optimized and leveraged in social – Help teams understand what to start doing, keep doing and stop doing – Provide resources, training and certification

– Create a Center of Excellence with a goal of making social a job requirement – Start with a global intranet site

• Encourage collaboration – Use a weekly core team meeting to drive change – Encourage early adopters to share best practices – Share wins with the world and publish the case studies on Slideshare

• Create customer-centric content – Data is the hook for getting consistent use of tools – Simplify toolsets to avoid fragmentation in reporting and usage

– How can you build a global content calendar? – The tools can guide process revision (use the interest to reverse engineer)

Build Community around your intent to optimize content, social and search.

26

Dell - Internal Use - Confidential

Questions? Resources

Optimize

by Lee Odden, TopRank Marketing

Revenue Engine

by Steven Woods, CTO Eloqua

Rise of the Revenue Marketer

by Debbie Qaqish

Altimeter Report: Digital Transformation: Why and How Companies are Investing in New Business Models to Lead Digital Customer Experiences