SOCIAL MEDIA NATION

Labatt Food Service Presents

Confidential 2 12/3/2013

Amy Heiss Social Media & Community Program Manager @AmyHatDell

Confidential 3 12/3/2013

• 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

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

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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

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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

Your social strategy needs as much forethought as any other business process

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1. Planning

2. Listening

3. Engaging

4. Measuring

Idea 1: Write up a plan According to CRM industry analyst, Brent Leary: “Strategic users are almost 3xs more likely to execute activities for engaging prospects than informal users (53% vs. 19%)”

Source: Brent Leary’s Strategically Social: 5 Keys to Becoming a Social Business

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 11

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/

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?

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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

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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

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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

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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

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Followers: 7,397 Following: 4,674

KEY INFLUENCERS:

@WeRRestaurants @UNFI

@susanbeebe @Pinkberry

@Sunda @DZRestaurants

Online curated sites for relevant content: Idea 6: Vary your content and keep target audience in mind Lionel Menchaca’s, Dell’s former Chief Blogger, recommendation: techmeme 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)

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Schedule posts via BufferApp.com

• Avoid pushing the same content to all your platforms

• Buffer: Available for Twitter, Facebook & LinkedIn Confidential 18

Customer Experience Social Outreach team formed in 2006 • Tech support experts were then hand-

selected for their tech problem-solving expertise and superior interpersonal skills

• 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

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

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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

No single measurement for social media success • Idea 10: Select key performance indicators based on your objectives

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

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Types of success metrics aligned with goals

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

Value the real-time insights • 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/

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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

Listen to real-time voice of the customer

Anticipated a positive reception as users had been asking for a Linux version for a while (via social media

and other sources)

However, social conversation

sentiment dropped (and volume spiked)

when the product was released

People were upset with the pricing: “Why does Dell's

Ubuntu-powered XPS 13 cost more than its

Windows equivalent?” By: Vj_Vishalz Media

Provider:TWITTER

The decision was made to re-price the XPS 13 at parity with

the Windows version in <24hrs

Sentiment (and sales) rebounded as the volume of

unhappy customer feedback subsided

XPS 13 Linux version release

XPS 13 Social Media Volume and Sentiment (SNAP Score)

Nov 4 Nov 11 Nov 18 Nov 25 Dec 2 Dec 9

Number of Posts

Top Ten Questions An 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?

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• 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.

Make Time for Social Media

Thank you for Listening

Q & A