social business imperative
TRANSCRIPT
Social Business Imperative
Liz Brown Bullock Director Social Media amp Community DelllizbbullockLiz Brown Bullock (LinkedIn)WPO
Global Marketing
Business is socializing with purpose
2 Confidential 532013
Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing
This discussion will coverhellip
Social Media landscape and business value
Planning 10 tips to implement in your business to
be more effective
Confidential3
Global Marketing
What is social media
bull Any tool or service that uses Internet to facilitate conversations
bull Words pictures video audio experiencesobservations opinions news and insights
bull Connections and collaborations between friends peers and influencers
bull The redistribution of influence
bull An opportunity and privilege
Confidential4Social Media definition thanks to Brian Solis ldquoEngagerdquo
Global Marketing
The Social Media Revolution
5
Video Thanks to Erik QualmanSource httpwwwyoutubecomwatchv=0eUeL3n7fDsampfeature=related
Global Marketing
Power of social media
More than ever ndash a companyrsquos brand is influenced by what consumers are saying about the brand
How companies market sell to and support their customers is changinghellip
25 of search results for the worldrsquos top 20 largest brands are links to user-generated content
(Socialnomics rsquo09)
80 of consumers research products online every week
(2012 Consumer Views of Live Help Online A Global Perspective Oracle)
CEOrsquos predict social media will become 2 way to engage with customers pushing past websites and call centers (IBM CEO Study 2012)
Confidential6
Global Marketing
Customers want to interact
bull 93 of Americans believe a company should have a social media presence
bull 85 believe a company should be active with customers in social media
bull 56 feel a stronger connection with companies they interact within in social media
Confidential7 532013
Source Cone Research of 1000+ Americans September 2008
Global Marketing
January 2008Dell aligns organization for success
August 2006Blog outreach expanded beyond tech Support
December 2006Ratings and reviews launched on Dellcom
July 2006Direct2Dell launchedToday Direct2Dell exists in English Spanish Norwegian Japanese and Chinese
February 2006Michael Dell askedWhy donrsquot we reach out and help
bloggers with tech support issues
January 2007StudioDell launchedDellrsquos video and podcast site with helpful tips and tricks Eventually expanding this into the YouTube channel making sharing easier
February 2007QuestionStormlaunchedA voting based site allowing customers and others to submit Questions for Dell
June 2007Dell joined Twitter
EmployeeStorm launchedInternal Blogs Launched for Employees
October 2007Michael Dell quoted in Business WeekIn response to Jeff Jarvis question around whether companies want to be part of the online conversation rdquoMy argument is you absolutely do You can learn from them You can improve your reaction time And you can be a better company by listening and being involved in that conversationrdquo
November 2007DellShares launchedThe first investor relations blog by a public company
March 2008Accepted Solutions launched on Community Dell France begins Online Community Outreach
May 2008Dell Outlet achieved$05M in sales via Twitter
April 2008Inside IT launchedBlog focused on business customers and Cloud Computing
June 2008Channel blog launched
January 2009Dell Organizes into four customer focused business units
Spring 2009Members of Community and Conversations deployed within each of the new Dell Business units
June 2009$2M+ Salesvia Twitter
2009Dell TechCenter
June 2009Global Twitter revenues of $65 M
December 2009Huffington Post Blog
March 2010Dell joins Sina Weibo in China
2006 2007 2008 2009 2010 2011
Altimeter recognized Dell
with ldquoOpen Leadership Award for Innovation and
Executionrdquo
Social Media amp Community University (SMaC U) launched5000 teammembers trained byend of year
B2B pages on Facebook
Dell named the No 1 most social brand
6 Awards for the Social Media Listening Command Center
June 2010CAP Days launched In-person events for vocal online customers
December 2010Social Media
Listening Command
Center launched
Seven years journey of embedding social to be a better business
8
2012
Global Marketing
Where is the ROI Business Value of Social Media
10
Global Marketing
Social Media creates business value for Dell
Confidential11
Touches all
Businessbull B-to-C B-to-B
bull Marketing amp Brand Awareness Demand Gen Sales Support Loyalty
Conversion Quality Competitive Insight etc
Engagement
drives
Revenue
bull Social engagement drives dellcom traffic and higher conversion
bull Dell Community members spend more with Dell
bull Benefits across full customer lifecycle
bull Listening delivers new leads and sales
Additional
Value
bull Optimized Costs amp Process Improvementsbull Customer driven innovation Support Early Warning System Marcom Efficiency
Enhanced business intelligence on competitors acquisitions etc
bull Improvements in Health of Business by becoming a trusted advisor
Global Marketing
bull Insight Social media improves Dellrsquos reach and share of voice
bull Insight Social Media provides the highest ROI demand gen vehicle
bull Insight SM keeps customers engaged provides solutions and improves loyalty
bull Insight Social media based support improves sentiment and correlates with higher revenue
bull Insight Established causality between social media activity and purchase
Impact through customer lifecycle
Global Marketing
Planning
13 Confidential 532013
Global Marketing
Your social strategy needs as much forethought as any other business process
Confidential14 532013
1 Planning
2 Listening
3 Engaging
4 Measuring
Idea 1 Write up a plan
According to CRM industryanalyst Brent Leary
ldquoStrategic users are almost 3xs more likely to executeactivities for engaging prospectsthan informal users (53 vs 19)rdquo
Source Brent Learyrsquos Strategically Social 5 Keys to Becoming a Social Business
Global Marketing
Questions to Ask in the Planning Stage
bull What are the organizationsrsquo goalsbull What is the business planbull What is the current relationship with our customersbull 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
Confidential15 532013
I think it starts with understanding what the organizationrsquos goals arehellippart of the problem is that too many people want to jump into a Facebook ldquostrategyrdquo or a Twitter ldquostrategyrdquo ndash Shel Holtz
Source Shel Holtz httplabsopenviewpartnerscomshel-holtz-talks-content-and-social-strategies
Global Marketing
Foundation of social strategy Focus on Value Drivers
Value to Customers Value For DellSocial connections meet variety of needs across customer segments and enable customers to hellip
Social connections create potential for tangible impact against Dellrsquos key value drivers hellip
bull Retentionbull Profitability
bull Brand awarenessbull Lead generationbull Net Promoter Score
bull Supportbull Sales and marketing
bull Unique visitorsbull Visitspage views
bull Indirect RampD savings
Deepen connections based on shared interests
Express themselves
Receive exclusive rewards amp recognition
Get advice amp validation about decisions
Solve a specific problem (theirs or someone elsersquos)
Marketing Spend Efficiency
Traffic
Customer Lifetime Value
Cost Savings
Customer Insights Drive Innovation
Global Marketing
Dellrsquos social strategy
Confidential17 532013
bull Embed social in the fabric of the company deepen customer relationships as a better way to do business
bull 8000+ certified Dell team members
Global Marketing
Listening
18 Confidential
Global Marketing
Questions to Ask in the Listening Stage
Idea 3 Identify and target your community
bull Any social strategy first begins with listening to feed amp inform your strategic plan
bull Listening should be for conversations about the company product(s) category competitors and the industry
bull By listening you gain insights on what people are talking about amp how they talk about companies and products
ndash What are people saying about your brandndash What are the popular topics about your brandndash Who are the advocates detractors and influencers in your industryndash Where are the conversations happening
Confidential19 532013
Global Marketing
Dellrsquos Social Media Listening Command Center25000 posts a day
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential22 532013
Global Marketing23
Listening to conversations Twitter search
Confidential
Global Marketing24
Listening to conversations GooglecomAlerts
Confidential
Global Marketing25
Listening to conversations Socialmentioncom
Confidential
Global Marketing
Fish where the fish arehellip
26 Confidential
Global Marketing
Where Broad use social media platforms
Confidential27
Global Marketing
Letrsquos start engaginghellip
28 Confidential 532013
Global Marketing
Engagement pyramid
Confidential29 532013
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential30 532013
Global Marketing
Engagement Questions to get startedhellip
Twitterbull ReTweet relevant useful content and provide commentbull Reply promptly bull Twitter events with hashtag WPO
LinkedInbull Provide status updatebull Share business relevant content
Blogsbull Post a comment on relevant blogs
Slidesharebull Upload most recent relevant presentationbull Tweet LinkedIn Google+ that you uploaded presentation with link to share
Confidential31 532013
Global Marketing
Thanking Customers DellLove
Surprise amp delight our customers to create memorable experiencesbull Weekly videos created to thank customersbull Ability to answer questions or offer Product Recommendationsbull 200+ videos created to date with 4MM+ reachbull httpwwwyoutubecomwatchv=En5putiBDTg
Confidential32 532013
ldquoBy creating this video to thank me Dell has successfully evangelized itself hellip I will go on and on about this incident anytime someone talks to me about Dell or seeks my advice while buying a computer And so I act as an evangelist for Dell which can possibly get them more businessrdquo ndash Social Paparazzi HappyMarketercom
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential33
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential34 532013
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs
Confidential35 532013
Global Marketing
Sign up for an RSS Reader
Various options
bull Google Reader closing 731bull NetVibesbull NewsBlurbull The Old Readerbull Feedly
Confidential36 532013
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential37 532013
Global Marketing
Schedule posts via BufferAppcom
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential38
Global Marketing
Customer Experience
Social Outreach team formed in 2006
bull Tech support experts were then hand-selected for their tech problem-solving expertise and superior interpersonal skills
bull On average team addresses 3000 posts a week in 11 languages
ndash 98 resolution ratendash 45 ranters to ravers conversionndash Team proactively developing helpful
content based listening and engagements
bull Idea 7 Listen to your customers to determine relevant content needs
Confidential39 532013
Global Marketing
Increase fans amp followers
40 Confidential 532013
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential41 532013
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential42
Global Marketing
Dellrsquos CAP Days amp Social Think Tanks
Customers giving feedback on Dellrsquos business Dell facilitating topic-based discussions amp brainstorms with influencers not customers
Outside In Inside OutCustomer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Global Marketing
Measuring
44 Confidential 532013
Global Marketing45
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message delivery sentiment
recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
Business is socializing with purpose
2 Confidential 532013
Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing
This discussion will coverhellip
Social Media landscape and business value
Planning 10 tips to implement in your business to
be more effective
Confidential3
Global Marketing
What is social media
bull Any tool or service that uses Internet to facilitate conversations
bull Words pictures video audio experiencesobservations opinions news and insights
bull Connections and collaborations between friends peers and influencers
bull The redistribution of influence
bull An opportunity and privilege
Confidential4Social Media definition thanks to Brian Solis ldquoEngagerdquo
Global Marketing
The Social Media Revolution
5
Video Thanks to Erik QualmanSource httpwwwyoutubecomwatchv=0eUeL3n7fDsampfeature=related
Global Marketing
Power of social media
More than ever ndash a companyrsquos brand is influenced by what consumers are saying about the brand
How companies market sell to and support their customers is changinghellip
25 of search results for the worldrsquos top 20 largest brands are links to user-generated content
(Socialnomics rsquo09)
80 of consumers research products online every week
(2012 Consumer Views of Live Help Online A Global Perspective Oracle)
CEOrsquos predict social media will become 2 way to engage with customers pushing past websites and call centers (IBM CEO Study 2012)
Confidential6
Global Marketing
Customers want to interact
bull 93 of Americans believe a company should have a social media presence
bull 85 believe a company should be active with customers in social media
bull 56 feel a stronger connection with companies they interact within in social media
Confidential7 532013
Source Cone Research of 1000+ Americans September 2008
Global Marketing
January 2008Dell aligns organization for success
August 2006Blog outreach expanded beyond tech Support
December 2006Ratings and reviews launched on Dellcom
July 2006Direct2Dell launchedToday Direct2Dell exists in English Spanish Norwegian Japanese and Chinese
February 2006Michael Dell askedWhy donrsquot we reach out and help
bloggers with tech support issues
January 2007StudioDell launchedDellrsquos video and podcast site with helpful tips and tricks Eventually expanding this into the YouTube channel making sharing easier
February 2007QuestionStormlaunchedA voting based site allowing customers and others to submit Questions for Dell
June 2007Dell joined Twitter
EmployeeStorm launchedInternal Blogs Launched for Employees
October 2007Michael Dell quoted in Business WeekIn response to Jeff Jarvis question around whether companies want to be part of the online conversation rdquoMy argument is you absolutely do You can learn from them You can improve your reaction time And you can be a better company by listening and being involved in that conversationrdquo
November 2007DellShares launchedThe first investor relations blog by a public company
March 2008Accepted Solutions launched on Community Dell France begins Online Community Outreach
May 2008Dell Outlet achieved$05M in sales via Twitter
April 2008Inside IT launchedBlog focused on business customers and Cloud Computing
June 2008Channel blog launched
January 2009Dell Organizes into four customer focused business units
Spring 2009Members of Community and Conversations deployed within each of the new Dell Business units
June 2009$2M+ Salesvia Twitter
2009Dell TechCenter
June 2009Global Twitter revenues of $65 M
December 2009Huffington Post Blog
March 2010Dell joins Sina Weibo in China
2006 2007 2008 2009 2010 2011
Altimeter recognized Dell
with ldquoOpen Leadership Award for Innovation and
Executionrdquo
Social Media amp Community University (SMaC U) launched5000 teammembers trained byend of year
B2B pages on Facebook
Dell named the No 1 most social brand
6 Awards for the Social Media Listening Command Center
June 2010CAP Days launched In-person events for vocal online customers
December 2010Social Media
Listening Command
Center launched
Seven years journey of embedding social to be a better business
8
2012
Global Marketing
Where is the ROI Business Value of Social Media
10
Global Marketing
Social Media creates business value for Dell
Confidential11
Touches all
Businessbull B-to-C B-to-B
bull Marketing amp Brand Awareness Demand Gen Sales Support Loyalty
Conversion Quality Competitive Insight etc
Engagement
drives
Revenue
bull Social engagement drives dellcom traffic and higher conversion
bull Dell Community members spend more with Dell
bull Benefits across full customer lifecycle
bull Listening delivers new leads and sales
Additional
Value
bull Optimized Costs amp Process Improvementsbull Customer driven innovation Support Early Warning System Marcom Efficiency
Enhanced business intelligence on competitors acquisitions etc
bull Improvements in Health of Business by becoming a trusted advisor
Global Marketing
bull Insight Social media improves Dellrsquos reach and share of voice
bull Insight Social Media provides the highest ROI demand gen vehicle
bull Insight SM keeps customers engaged provides solutions and improves loyalty
bull Insight Social media based support improves sentiment and correlates with higher revenue
bull Insight Established causality between social media activity and purchase
Impact through customer lifecycle
Global Marketing
Planning
13 Confidential 532013
Global Marketing
Your social strategy needs as much forethought as any other business process
Confidential14 532013
1 Planning
2 Listening
3 Engaging
4 Measuring
Idea 1 Write up a plan
According to CRM industryanalyst Brent Leary
ldquoStrategic users are almost 3xs more likely to executeactivities for engaging prospectsthan informal users (53 vs 19)rdquo
Source Brent Learyrsquos Strategically Social 5 Keys to Becoming a Social Business
Global Marketing
Questions to Ask in the Planning Stage
bull What are the organizationsrsquo goalsbull What is the business planbull What is the current relationship with our customersbull 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
Confidential15 532013
I think it starts with understanding what the organizationrsquos goals arehellippart of the problem is that too many people want to jump into a Facebook ldquostrategyrdquo or a Twitter ldquostrategyrdquo ndash Shel Holtz
Source Shel Holtz httplabsopenviewpartnerscomshel-holtz-talks-content-and-social-strategies
Global Marketing
Foundation of social strategy Focus on Value Drivers
Value to Customers Value For DellSocial connections meet variety of needs across customer segments and enable customers to hellip
Social connections create potential for tangible impact against Dellrsquos key value drivers hellip
bull Retentionbull Profitability
bull Brand awarenessbull Lead generationbull Net Promoter Score
bull Supportbull Sales and marketing
bull Unique visitorsbull Visitspage views
bull Indirect RampD savings
Deepen connections based on shared interests
Express themselves
Receive exclusive rewards amp recognition
Get advice amp validation about decisions
Solve a specific problem (theirs or someone elsersquos)
Marketing Spend Efficiency
Traffic
Customer Lifetime Value
Cost Savings
Customer Insights Drive Innovation
Global Marketing
Dellrsquos social strategy
Confidential17 532013
bull Embed social in the fabric of the company deepen customer relationships as a better way to do business
bull 8000+ certified Dell team members
Global Marketing
Listening
18 Confidential
Global Marketing
Questions to Ask in the Listening Stage
Idea 3 Identify and target your community
bull Any social strategy first begins with listening to feed amp inform your strategic plan
bull Listening should be for conversations about the company product(s) category competitors and the industry
bull By listening you gain insights on what people are talking about amp how they talk about companies and products
ndash What are people saying about your brandndash What are the popular topics about your brandndash Who are the advocates detractors and influencers in your industryndash Where are the conversations happening
Confidential19 532013
Global Marketing
Dellrsquos Social Media Listening Command Center25000 posts a day
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential22 532013
Global Marketing23
Listening to conversations Twitter search
Confidential
Global Marketing24
Listening to conversations GooglecomAlerts
Confidential
Global Marketing25
Listening to conversations Socialmentioncom
Confidential
Global Marketing
Fish where the fish arehellip
26 Confidential
Global Marketing
Where Broad use social media platforms
Confidential27
Global Marketing
Letrsquos start engaginghellip
28 Confidential 532013
Global Marketing
Engagement pyramid
Confidential29 532013
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential30 532013
Global Marketing
Engagement Questions to get startedhellip
Twitterbull ReTweet relevant useful content and provide commentbull Reply promptly bull Twitter events with hashtag WPO
LinkedInbull Provide status updatebull Share business relevant content
Blogsbull Post a comment on relevant blogs
Slidesharebull Upload most recent relevant presentationbull Tweet LinkedIn Google+ that you uploaded presentation with link to share
Confidential31 532013
Global Marketing
Thanking Customers DellLove
Surprise amp delight our customers to create memorable experiencesbull Weekly videos created to thank customersbull Ability to answer questions or offer Product Recommendationsbull 200+ videos created to date with 4MM+ reachbull httpwwwyoutubecomwatchv=En5putiBDTg
Confidential32 532013
ldquoBy creating this video to thank me Dell has successfully evangelized itself hellip I will go on and on about this incident anytime someone talks to me about Dell or seeks my advice while buying a computer And so I act as an evangelist for Dell which can possibly get them more businessrdquo ndash Social Paparazzi HappyMarketercom
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential33
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential34 532013
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs
Confidential35 532013
Global Marketing
Sign up for an RSS Reader
Various options
bull Google Reader closing 731bull NetVibesbull NewsBlurbull The Old Readerbull Feedly
Confidential36 532013
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential37 532013
Global Marketing
Schedule posts via BufferAppcom
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential38
Global Marketing
Customer Experience
Social Outreach team formed in 2006
bull Tech support experts were then hand-selected for their tech problem-solving expertise and superior interpersonal skills
bull On average team addresses 3000 posts a week in 11 languages
ndash 98 resolution ratendash 45 ranters to ravers conversionndash Team proactively developing helpful
content based listening and engagements
bull Idea 7 Listen to your customers to determine relevant content needs
Confidential39 532013
Global Marketing
Increase fans amp followers
40 Confidential 532013
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential41 532013
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential42
Global Marketing
Dellrsquos CAP Days amp Social Think Tanks
Customers giving feedback on Dellrsquos business Dell facilitating topic-based discussions amp brainstorms with influencers not customers
Outside In Inside OutCustomer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Global Marketing
Measuring
44 Confidential 532013
Global Marketing45
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message delivery sentiment
recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
This discussion will coverhellip
Social Media landscape and business value
Planning 10 tips to implement in your business to
be more effective
Confidential3
Global Marketing
What is social media
bull Any tool or service that uses Internet to facilitate conversations
bull Words pictures video audio experiencesobservations opinions news and insights
bull Connections and collaborations between friends peers and influencers
bull The redistribution of influence
bull An opportunity and privilege
Confidential4Social Media definition thanks to Brian Solis ldquoEngagerdquo
Global Marketing
The Social Media Revolution
5
Video Thanks to Erik QualmanSource httpwwwyoutubecomwatchv=0eUeL3n7fDsampfeature=related
Global Marketing
Power of social media
More than ever ndash a companyrsquos brand is influenced by what consumers are saying about the brand
How companies market sell to and support their customers is changinghellip
25 of search results for the worldrsquos top 20 largest brands are links to user-generated content
(Socialnomics rsquo09)
80 of consumers research products online every week
(2012 Consumer Views of Live Help Online A Global Perspective Oracle)
CEOrsquos predict social media will become 2 way to engage with customers pushing past websites and call centers (IBM CEO Study 2012)
Confidential6
Global Marketing
Customers want to interact
bull 93 of Americans believe a company should have a social media presence
bull 85 believe a company should be active with customers in social media
bull 56 feel a stronger connection with companies they interact within in social media
Confidential7 532013
Source Cone Research of 1000+ Americans September 2008
Global Marketing
January 2008Dell aligns organization for success
August 2006Blog outreach expanded beyond tech Support
December 2006Ratings and reviews launched on Dellcom
July 2006Direct2Dell launchedToday Direct2Dell exists in English Spanish Norwegian Japanese and Chinese
February 2006Michael Dell askedWhy donrsquot we reach out and help
bloggers with tech support issues
January 2007StudioDell launchedDellrsquos video and podcast site with helpful tips and tricks Eventually expanding this into the YouTube channel making sharing easier
February 2007QuestionStormlaunchedA voting based site allowing customers and others to submit Questions for Dell
June 2007Dell joined Twitter
EmployeeStorm launchedInternal Blogs Launched for Employees
October 2007Michael Dell quoted in Business WeekIn response to Jeff Jarvis question around whether companies want to be part of the online conversation rdquoMy argument is you absolutely do You can learn from them You can improve your reaction time And you can be a better company by listening and being involved in that conversationrdquo
November 2007DellShares launchedThe first investor relations blog by a public company
March 2008Accepted Solutions launched on Community Dell France begins Online Community Outreach
May 2008Dell Outlet achieved$05M in sales via Twitter
April 2008Inside IT launchedBlog focused on business customers and Cloud Computing
June 2008Channel blog launched
January 2009Dell Organizes into four customer focused business units
Spring 2009Members of Community and Conversations deployed within each of the new Dell Business units
June 2009$2M+ Salesvia Twitter
2009Dell TechCenter
June 2009Global Twitter revenues of $65 M
December 2009Huffington Post Blog
March 2010Dell joins Sina Weibo in China
2006 2007 2008 2009 2010 2011
Altimeter recognized Dell
with ldquoOpen Leadership Award for Innovation and
Executionrdquo
Social Media amp Community University (SMaC U) launched5000 teammembers trained byend of year
B2B pages on Facebook
Dell named the No 1 most social brand
6 Awards for the Social Media Listening Command Center
June 2010CAP Days launched In-person events for vocal online customers
December 2010Social Media
Listening Command
Center launched
Seven years journey of embedding social to be a better business
8
2012
Global Marketing
Where is the ROI Business Value of Social Media
10
Global Marketing
Social Media creates business value for Dell
Confidential11
Touches all
Businessbull B-to-C B-to-B
bull Marketing amp Brand Awareness Demand Gen Sales Support Loyalty
Conversion Quality Competitive Insight etc
Engagement
drives
Revenue
bull Social engagement drives dellcom traffic and higher conversion
bull Dell Community members spend more with Dell
bull Benefits across full customer lifecycle
bull Listening delivers new leads and sales
Additional
Value
bull Optimized Costs amp Process Improvementsbull Customer driven innovation Support Early Warning System Marcom Efficiency
Enhanced business intelligence on competitors acquisitions etc
bull Improvements in Health of Business by becoming a trusted advisor
Global Marketing
bull Insight Social media improves Dellrsquos reach and share of voice
bull Insight Social Media provides the highest ROI demand gen vehicle
bull Insight SM keeps customers engaged provides solutions and improves loyalty
bull Insight Social media based support improves sentiment and correlates with higher revenue
bull Insight Established causality between social media activity and purchase
Impact through customer lifecycle
Global Marketing
Planning
13 Confidential 532013
Global Marketing
Your social strategy needs as much forethought as any other business process
Confidential14 532013
1 Planning
2 Listening
3 Engaging
4 Measuring
Idea 1 Write up a plan
According to CRM industryanalyst Brent Leary
ldquoStrategic users are almost 3xs more likely to executeactivities for engaging prospectsthan informal users (53 vs 19)rdquo
Source Brent Learyrsquos Strategically Social 5 Keys to Becoming a Social Business
Global Marketing
Questions to Ask in the Planning Stage
bull What are the organizationsrsquo goalsbull What is the business planbull What is the current relationship with our customersbull 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
Confidential15 532013
I think it starts with understanding what the organizationrsquos goals arehellippart of the problem is that too many people want to jump into a Facebook ldquostrategyrdquo or a Twitter ldquostrategyrdquo ndash Shel Holtz
Source Shel Holtz httplabsopenviewpartnerscomshel-holtz-talks-content-and-social-strategies
Global Marketing
Foundation of social strategy Focus on Value Drivers
Value to Customers Value For DellSocial connections meet variety of needs across customer segments and enable customers to hellip
Social connections create potential for tangible impact against Dellrsquos key value drivers hellip
bull Retentionbull Profitability
bull Brand awarenessbull Lead generationbull Net Promoter Score
bull Supportbull Sales and marketing
bull Unique visitorsbull Visitspage views
bull Indirect RampD savings
Deepen connections based on shared interests
Express themselves
Receive exclusive rewards amp recognition
Get advice amp validation about decisions
Solve a specific problem (theirs or someone elsersquos)
Marketing Spend Efficiency
Traffic
Customer Lifetime Value
Cost Savings
Customer Insights Drive Innovation
Global Marketing
Dellrsquos social strategy
Confidential17 532013
bull Embed social in the fabric of the company deepen customer relationships as a better way to do business
bull 8000+ certified Dell team members
Global Marketing
Listening
18 Confidential
Global Marketing
Questions to Ask in the Listening Stage
Idea 3 Identify and target your community
bull Any social strategy first begins with listening to feed amp inform your strategic plan
bull Listening should be for conversations about the company product(s) category competitors and the industry
bull By listening you gain insights on what people are talking about amp how they talk about companies and products
ndash What are people saying about your brandndash What are the popular topics about your brandndash Who are the advocates detractors and influencers in your industryndash Where are the conversations happening
Confidential19 532013
Global Marketing
Dellrsquos Social Media Listening Command Center25000 posts a day
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential22 532013
Global Marketing23
Listening to conversations Twitter search
Confidential
Global Marketing24
Listening to conversations GooglecomAlerts
Confidential
Global Marketing25
Listening to conversations Socialmentioncom
Confidential
Global Marketing
Fish where the fish arehellip
26 Confidential
Global Marketing
Where Broad use social media platforms
Confidential27
Global Marketing
Letrsquos start engaginghellip
28 Confidential 532013
Global Marketing
Engagement pyramid
Confidential29 532013
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential30 532013
Global Marketing
Engagement Questions to get startedhellip
Twitterbull ReTweet relevant useful content and provide commentbull Reply promptly bull Twitter events with hashtag WPO
LinkedInbull Provide status updatebull Share business relevant content
Blogsbull Post a comment on relevant blogs
Slidesharebull Upload most recent relevant presentationbull Tweet LinkedIn Google+ that you uploaded presentation with link to share
Confidential31 532013
Global Marketing
Thanking Customers DellLove
Surprise amp delight our customers to create memorable experiencesbull Weekly videos created to thank customersbull Ability to answer questions or offer Product Recommendationsbull 200+ videos created to date with 4MM+ reachbull httpwwwyoutubecomwatchv=En5putiBDTg
Confidential32 532013
ldquoBy creating this video to thank me Dell has successfully evangelized itself hellip I will go on and on about this incident anytime someone talks to me about Dell or seeks my advice while buying a computer And so I act as an evangelist for Dell which can possibly get them more businessrdquo ndash Social Paparazzi HappyMarketercom
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential33
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential34 532013
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs
Confidential35 532013
Global Marketing
Sign up for an RSS Reader
Various options
bull Google Reader closing 731bull NetVibesbull NewsBlurbull The Old Readerbull Feedly
Confidential36 532013
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential37 532013
Global Marketing
Schedule posts via BufferAppcom
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential38
Global Marketing
Customer Experience
Social Outreach team formed in 2006
bull Tech support experts were then hand-selected for their tech problem-solving expertise and superior interpersonal skills
bull On average team addresses 3000 posts a week in 11 languages
ndash 98 resolution ratendash 45 ranters to ravers conversionndash Team proactively developing helpful
content based listening and engagements
bull Idea 7 Listen to your customers to determine relevant content needs
Confidential39 532013
Global Marketing
Increase fans amp followers
40 Confidential 532013
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential41 532013
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential42
Global Marketing
Dellrsquos CAP Days amp Social Think Tanks
Customers giving feedback on Dellrsquos business Dell facilitating topic-based discussions amp brainstorms with influencers not customers
Outside In Inside OutCustomer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Global Marketing
Measuring
44 Confidential 532013
Global Marketing45
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message delivery sentiment
recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
What is social media
bull Any tool or service that uses Internet to facilitate conversations
bull Words pictures video audio experiencesobservations opinions news and insights
bull Connections and collaborations between friends peers and influencers
bull The redistribution of influence
bull An opportunity and privilege
Confidential4Social Media definition thanks to Brian Solis ldquoEngagerdquo
Global Marketing
The Social Media Revolution
5
Video Thanks to Erik QualmanSource httpwwwyoutubecomwatchv=0eUeL3n7fDsampfeature=related
Global Marketing
Power of social media
More than ever ndash a companyrsquos brand is influenced by what consumers are saying about the brand
How companies market sell to and support their customers is changinghellip
25 of search results for the worldrsquos top 20 largest brands are links to user-generated content
(Socialnomics rsquo09)
80 of consumers research products online every week
(2012 Consumer Views of Live Help Online A Global Perspective Oracle)
CEOrsquos predict social media will become 2 way to engage with customers pushing past websites and call centers (IBM CEO Study 2012)
Confidential6
Global Marketing
Customers want to interact
bull 93 of Americans believe a company should have a social media presence
bull 85 believe a company should be active with customers in social media
bull 56 feel a stronger connection with companies they interact within in social media
Confidential7 532013
Source Cone Research of 1000+ Americans September 2008
Global Marketing
January 2008Dell aligns organization for success
August 2006Blog outreach expanded beyond tech Support
December 2006Ratings and reviews launched on Dellcom
July 2006Direct2Dell launchedToday Direct2Dell exists in English Spanish Norwegian Japanese and Chinese
February 2006Michael Dell askedWhy donrsquot we reach out and help
bloggers with tech support issues
January 2007StudioDell launchedDellrsquos video and podcast site with helpful tips and tricks Eventually expanding this into the YouTube channel making sharing easier
February 2007QuestionStormlaunchedA voting based site allowing customers and others to submit Questions for Dell
June 2007Dell joined Twitter
EmployeeStorm launchedInternal Blogs Launched for Employees
October 2007Michael Dell quoted in Business WeekIn response to Jeff Jarvis question around whether companies want to be part of the online conversation rdquoMy argument is you absolutely do You can learn from them You can improve your reaction time And you can be a better company by listening and being involved in that conversationrdquo
November 2007DellShares launchedThe first investor relations blog by a public company
March 2008Accepted Solutions launched on Community Dell France begins Online Community Outreach
May 2008Dell Outlet achieved$05M in sales via Twitter
April 2008Inside IT launchedBlog focused on business customers and Cloud Computing
June 2008Channel blog launched
January 2009Dell Organizes into four customer focused business units
Spring 2009Members of Community and Conversations deployed within each of the new Dell Business units
June 2009$2M+ Salesvia Twitter
2009Dell TechCenter
June 2009Global Twitter revenues of $65 M
December 2009Huffington Post Blog
March 2010Dell joins Sina Weibo in China
2006 2007 2008 2009 2010 2011
Altimeter recognized Dell
with ldquoOpen Leadership Award for Innovation and
Executionrdquo
Social Media amp Community University (SMaC U) launched5000 teammembers trained byend of year
B2B pages on Facebook
Dell named the No 1 most social brand
6 Awards for the Social Media Listening Command Center
June 2010CAP Days launched In-person events for vocal online customers
December 2010Social Media
Listening Command
Center launched
Seven years journey of embedding social to be a better business
8
2012
Global Marketing
Where is the ROI Business Value of Social Media
10
Global Marketing
Social Media creates business value for Dell
Confidential11
Touches all
Businessbull B-to-C B-to-B
bull Marketing amp Brand Awareness Demand Gen Sales Support Loyalty
Conversion Quality Competitive Insight etc
Engagement
drives
Revenue
bull Social engagement drives dellcom traffic and higher conversion
bull Dell Community members spend more with Dell
bull Benefits across full customer lifecycle
bull Listening delivers new leads and sales
Additional
Value
bull Optimized Costs amp Process Improvementsbull Customer driven innovation Support Early Warning System Marcom Efficiency
Enhanced business intelligence on competitors acquisitions etc
bull Improvements in Health of Business by becoming a trusted advisor
Global Marketing
bull Insight Social media improves Dellrsquos reach and share of voice
bull Insight Social Media provides the highest ROI demand gen vehicle
bull Insight SM keeps customers engaged provides solutions and improves loyalty
bull Insight Social media based support improves sentiment and correlates with higher revenue
bull Insight Established causality between social media activity and purchase
Impact through customer lifecycle
Global Marketing
Planning
13 Confidential 532013
Global Marketing
Your social strategy needs as much forethought as any other business process
Confidential14 532013
1 Planning
2 Listening
3 Engaging
4 Measuring
Idea 1 Write up a plan
According to CRM industryanalyst Brent Leary
ldquoStrategic users are almost 3xs more likely to executeactivities for engaging prospectsthan informal users (53 vs 19)rdquo
Source Brent Learyrsquos Strategically Social 5 Keys to Becoming a Social Business
Global Marketing
Questions to Ask in the Planning Stage
bull What are the organizationsrsquo goalsbull What is the business planbull What is the current relationship with our customersbull 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
Confidential15 532013
I think it starts with understanding what the organizationrsquos goals arehellippart of the problem is that too many people want to jump into a Facebook ldquostrategyrdquo or a Twitter ldquostrategyrdquo ndash Shel Holtz
Source Shel Holtz httplabsopenviewpartnerscomshel-holtz-talks-content-and-social-strategies
Global Marketing
Foundation of social strategy Focus on Value Drivers
Value to Customers Value For DellSocial connections meet variety of needs across customer segments and enable customers to hellip
Social connections create potential for tangible impact against Dellrsquos key value drivers hellip
bull Retentionbull Profitability
bull Brand awarenessbull Lead generationbull Net Promoter Score
bull Supportbull Sales and marketing
bull Unique visitorsbull Visitspage views
bull Indirect RampD savings
Deepen connections based on shared interests
Express themselves
Receive exclusive rewards amp recognition
Get advice amp validation about decisions
Solve a specific problem (theirs or someone elsersquos)
Marketing Spend Efficiency
Traffic
Customer Lifetime Value
Cost Savings
Customer Insights Drive Innovation
Global Marketing
Dellrsquos social strategy
Confidential17 532013
bull Embed social in the fabric of the company deepen customer relationships as a better way to do business
bull 8000+ certified Dell team members
Global Marketing
Listening
18 Confidential
Global Marketing
Questions to Ask in the Listening Stage
Idea 3 Identify and target your community
bull Any social strategy first begins with listening to feed amp inform your strategic plan
bull Listening should be for conversations about the company product(s) category competitors and the industry
bull By listening you gain insights on what people are talking about amp how they talk about companies and products
ndash What are people saying about your brandndash What are the popular topics about your brandndash Who are the advocates detractors and influencers in your industryndash Where are the conversations happening
Confidential19 532013
Global Marketing
Dellrsquos Social Media Listening Command Center25000 posts a day
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential22 532013
Global Marketing23
Listening to conversations Twitter search
Confidential
Global Marketing24
Listening to conversations GooglecomAlerts
Confidential
Global Marketing25
Listening to conversations Socialmentioncom
Confidential
Global Marketing
Fish where the fish arehellip
26 Confidential
Global Marketing
Where Broad use social media platforms
Confidential27
Global Marketing
Letrsquos start engaginghellip
28 Confidential 532013
Global Marketing
Engagement pyramid
Confidential29 532013
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential30 532013
Global Marketing
Engagement Questions to get startedhellip
Twitterbull ReTweet relevant useful content and provide commentbull Reply promptly bull Twitter events with hashtag WPO
LinkedInbull Provide status updatebull Share business relevant content
Blogsbull Post a comment on relevant blogs
Slidesharebull Upload most recent relevant presentationbull Tweet LinkedIn Google+ that you uploaded presentation with link to share
Confidential31 532013
Global Marketing
Thanking Customers DellLove
Surprise amp delight our customers to create memorable experiencesbull Weekly videos created to thank customersbull Ability to answer questions or offer Product Recommendationsbull 200+ videos created to date with 4MM+ reachbull httpwwwyoutubecomwatchv=En5putiBDTg
Confidential32 532013
ldquoBy creating this video to thank me Dell has successfully evangelized itself hellip I will go on and on about this incident anytime someone talks to me about Dell or seeks my advice while buying a computer And so I act as an evangelist for Dell which can possibly get them more businessrdquo ndash Social Paparazzi HappyMarketercom
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential33
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential34 532013
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs
Confidential35 532013
Global Marketing
Sign up for an RSS Reader
Various options
bull Google Reader closing 731bull NetVibesbull NewsBlurbull The Old Readerbull Feedly
Confidential36 532013
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential37 532013
Global Marketing
Schedule posts via BufferAppcom
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential38
Global Marketing
Customer Experience
Social Outreach team formed in 2006
bull Tech support experts were then hand-selected for their tech problem-solving expertise and superior interpersonal skills
bull On average team addresses 3000 posts a week in 11 languages
ndash 98 resolution ratendash 45 ranters to ravers conversionndash Team proactively developing helpful
content based listening and engagements
bull Idea 7 Listen to your customers to determine relevant content needs
Confidential39 532013
Global Marketing
Increase fans amp followers
40 Confidential 532013
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential41 532013
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential42
Global Marketing
Dellrsquos CAP Days amp Social Think Tanks
Customers giving feedback on Dellrsquos business Dell facilitating topic-based discussions amp brainstorms with influencers not customers
Outside In Inside OutCustomer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Global Marketing
Measuring
44 Confidential 532013
Global Marketing45
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message delivery sentiment
recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
The Social Media Revolution
5
Video Thanks to Erik QualmanSource httpwwwyoutubecomwatchv=0eUeL3n7fDsampfeature=related
Global Marketing
Power of social media
More than ever ndash a companyrsquos brand is influenced by what consumers are saying about the brand
How companies market sell to and support their customers is changinghellip
25 of search results for the worldrsquos top 20 largest brands are links to user-generated content
(Socialnomics rsquo09)
80 of consumers research products online every week
(2012 Consumer Views of Live Help Online A Global Perspective Oracle)
CEOrsquos predict social media will become 2 way to engage with customers pushing past websites and call centers (IBM CEO Study 2012)
Confidential6
Global Marketing
Customers want to interact
bull 93 of Americans believe a company should have a social media presence
bull 85 believe a company should be active with customers in social media
bull 56 feel a stronger connection with companies they interact within in social media
Confidential7 532013
Source Cone Research of 1000+ Americans September 2008
Global Marketing
January 2008Dell aligns organization for success
August 2006Blog outreach expanded beyond tech Support
December 2006Ratings and reviews launched on Dellcom
July 2006Direct2Dell launchedToday Direct2Dell exists in English Spanish Norwegian Japanese and Chinese
February 2006Michael Dell askedWhy donrsquot we reach out and help
bloggers with tech support issues
January 2007StudioDell launchedDellrsquos video and podcast site with helpful tips and tricks Eventually expanding this into the YouTube channel making sharing easier
February 2007QuestionStormlaunchedA voting based site allowing customers and others to submit Questions for Dell
June 2007Dell joined Twitter
EmployeeStorm launchedInternal Blogs Launched for Employees
October 2007Michael Dell quoted in Business WeekIn response to Jeff Jarvis question around whether companies want to be part of the online conversation rdquoMy argument is you absolutely do You can learn from them You can improve your reaction time And you can be a better company by listening and being involved in that conversationrdquo
November 2007DellShares launchedThe first investor relations blog by a public company
March 2008Accepted Solutions launched on Community Dell France begins Online Community Outreach
May 2008Dell Outlet achieved$05M in sales via Twitter
April 2008Inside IT launchedBlog focused on business customers and Cloud Computing
June 2008Channel blog launched
January 2009Dell Organizes into four customer focused business units
Spring 2009Members of Community and Conversations deployed within each of the new Dell Business units
June 2009$2M+ Salesvia Twitter
2009Dell TechCenter
June 2009Global Twitter revenues of $65 M
December 2009Huffington Post Blog
March 2010Dell joins Sina Weibo in China
2006 2007 2008 2009 2010 2011
Altimeter recognized Dell
with ldquoOpen Leadership Award for Innovation and
Executionrdquo
Social Media amp Community University (SMaC U) launched5000 teammembers trained byend of year
B2B pages on Facebook
Dell named the No 1 most social brand
6 Awards for the Social Media Listening Command Center
June 2010CAP Days launched In-person events for vocal online customers
December 2010Social Media
Listening Command
Center launched
Seven years journey of embedding social to be a better business
8
2012
Global Marketing
Where is the ROI Business Value of Social Media
10
Global Marketing
Social Media creates business value for Dell
Confidential11
Touches all
Businessbull B-to-C B-to-B
bull Marketing amp Brand Awareness Demand Gen Sales Support Loyalty
Conversion Quality Competitive Insight etc
Engagement
drives
Revenue
bull Social engagement drives dellcom traffic and higher conversion
bull Dell Community members spend more with Dell
bull Benefits across full customer lifecycle
bull Listening delivers new leads and sales
Additional
Value
bull Optimized Costs amp Process Improvementsbull Customer driven innovation Support Early Warning System Marcom Efficiency
Enhanced business intelligence on competitors acquisitions etc
bull Improvements in Health of Business by becoming a trusted advisor
Global Marketing
bull Insight Social media improves Dellrsquos reach and share of voice
bull Insight Social Media provides the highest ROI demand gen vehicle
bull Insight SM keeps customers engaged provides solutions and improves loyalty
bull Insight Social media based support improves sentiment and correlates with higher revenue
bull Insight Established causality between social media activity and purchase
Impact through customer lifecycle
Global Marketing
Planning
13 Confidential 532013
Global Marketing
Your social strategy needs as much forethought as any other business process
Confidential14 532013
1 Planning
2 Listening
3 Engaging
4 Measuring
Idea 1 Write up a plan
According to CRM industryanalyst Brent Leary
ldquoStrategic users are almost 3xs more likely to executeactivities for engaging prospectsthan informal users (53 vs 19)rdquo
Source Brent Learyrsquos Strategically Social 5 Keys to Becoming a Social Business
Global Marketing
Questions to Ask in the Planning Stage
bull What are the organizationsrsquo goalsbull What is the business planbull What is the current relationship with our customersbull 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
Confidential15 532013
I think it starts with understanding what the organizationrsquos goals arehellippart of the problem is that too many people want to jump into a Facebook ldquostrategyrdquo or a Twitter ldquostrategyrdquo ndash Shel Holtz
Source Shel Holtz httplabsopenviewpartnerscomshel-holtz-talks-content-and-social-strategies
Global Marketing
Foundation of social strategy Focus on Value Drivers
Value to Customers Value For DellSocial connections meet variety of needs across customer segments and enable customers to hellip
Social connections create potential for tangible impact against Dellrsquos key value drivers hellip
bull Retentionbull Profitability
bull Brand awarenessbull Lead generationbull Net Promoter Score
bull Supportbull Sales and marketing
bull Unique visitorsbull Visitspage views
bull Indirect RampD savings
Deepen connections based on shared interests
Express themselves
Receive exclusive rewards amp recognition
Get advice amp validation about decisions
Solve a specific problem (theirs or someone elsersquos)
Marketing Spend Efficiency
Traffic
Customer Lifetime Value
Cost Savings
Customer Insights Drive Innovation
Global Marketing
Dellrsquos social strategy
Confidential17 532013
bull Embed social in the fabric of the company deepen customer relationships as a better way to do business
bull 8000+ certified Dell team members
Global Marketing
Listening
18 Confidential
Global Marketing
Questions to Ask in the Listening Stage
Idea 3 Identify and target your community
bull Any social strategy first begins with listening to feed amp inform your strategic plan
bull Listening should be for conversations about the company product(s) category competitors and the industry
bull By listening you gain insights on what people are talking about amp how they talk about companies and products
ndash What are people saying about your brandndash What are the popular topics about your brandndash Who are the advocates detractors and influencers in your industryndash Where are the conversations happening
Confidential19 532013
Global Marketing
Dellrsquos Social Media Listening Command Center25000 posts a day
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential22 532013
Global Marketing23
Listening to conversations Twitter search
Confidential
Global Marketing24
Listening to conversations GooglecomAlerts
Confidential
Global Marketing25
Listening to conversations Socialmentioncom
Confidential
Global Marketing
Fish where the fish arehellip
26 Confidential
Global Marketing
Where Broad use social media platforms
Confidential27
Global Marketing
Letrsquos start engaginghellip
28 Confidential 532013
Global Marketing
Engagement pyramid
Confidential29 532013
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential30 532013
Global Marketing
Engagement Questions to get startedhellip
Twitterbull ReTweet relevant useful content and provide commentbull Reply promptly bull Twitter events with hashtag WPO
LinkedInbull Provide status updatebull Share business relevant content
Blogsbull Post a comment on relevant blogs
Slidesharebull Upload most recent relevant presentationbull Tweet LinkedIn Google+ that you uploaded presentation with link to share
Confidential31 532013
Global Marketing
Thanking Customers DellLove
Surprise amp delight our customers to create memorable experiencesbull Weekly videos created to thank customersbull Ability to answer questions or offer Product Recommendationsbull 200+ videos created to date with 4MM+ reachbull httpwwwyoutubecomwatchv=En5putiBDTg
Confidential32 532013
ldquoBy creating this video to thank me Dell has successfully evangelized itself hellip I will go on and on about this incident anytime someone talks to me about Dell or seeks my advice while buying a computer And so I act as an evangelist for Dell which can possibly get them more businessrdquo ndash Social Paparazzi HappyMarketercom
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential33
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential34 532013
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs
Confidential35 532013
Global Marketing
Sign up for an RSS Reader
Various options
bull Google Reader closing 731bull NetVibesbull NewsBlurbull The Old Readerbull Feedly
Confidential36 532013
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential37 532013
Global Marketing
Schedule posts via BufferAppcom
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential38
Global Marketing
Customer Experience
Social Outreach team formed in 2006
bull Tech support experts were then hand-selected for their tech problem-solving expertise and superior interpersonal skills
bull On average team addresses 3000 posts a week in 11 languages
ndash 98 resolution ratendash 45 ranters to ravers conversionndash Team proactively developing helpful
content based listening and engagements
bull Idea 7 Listen to your customers to determine relevant content needs
Confidential39 532013
Global Marketing
Increase fans amp followers
40 Confidential 532013
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential41 532013
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential42
Global Marketing
Dellrsquos CAP Days amp Social Think Tanks
Customers giving feedback on Dellrsquos business Dell facilitating topic-based discussions amp brainstorms with influencers not customers
Outside In Inside OutCustomer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Global Marketing
Measuring
44 Confidential 532013
Global Marketing45
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message delivery sentiment
recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
Power of social media
More than ever ndash a companyrsquos brand is influenced by what consumers are saying about the brand
How companies market sell to and support their customers is changinghellip
25 of search results for the worldrsquos top 20 largest brands are links to user-generated content
(Socialnomics rsquo09)
80 of consumers research products online every week
(2012 Consumer Views of Live Help Online A Global Perspective Oracle)
CEOrsquos predict social media will become 2 way to engage with customers pushing past websites and call centers (IBM CEO Study 2012)
Confidential6
Global Marketing
Customers want to interact
bull 93 of Americans believe a company should have a social media presence
bull 85 believe a company should be active with customers in social media
bull 56 feel a stronger connection with companies they interact within in social media
Confidential7 532013
Source Cone Research of 1000+ Americans September 2008
Global Marketing
January 2008Dell aligns organization for success
August 2006Blog outreach expanded beyond tech Support
December 2006Ratings and reviews launched on Dellcom
July 2006Direct2Dell launchedToday Direct2Dell exists in English Spanish Norwegian Japanese and Chinese
February 2006Michael Dell askedWhy donrsquot we reach out and help
bloggers with tech support issues
January 2007StudioDell launchedDellrsquos video and podcast site with helpful tips and tricks Eventually expanding this into the YouTube channel making sharing easier
February 2007QuestionStormlaunchedA voting based site allowing customers and others to submit Questions for Dell
June 2007Dell joined Twitter
EmployeeStorm launchedInternal Blogs Launched for Employees
October 2007Michael Dell quoted in Business WeekIn response to Jeff Jarvis question around whether companies want to be part of the online conversation rdquoMy argument is you absolutely do You can learn from them You can improve your reaction time And you can be a better company by listening and being involved in that conversationrdquo
November 2007DellShares launchedThe first investor relations blog by a public company
March 2008Accepted Solutions launched on Community Dell France begins Online Community Outreach
May 2008Dell Outlet achieved$05M in sales via Twitter
April 2008Inside IT launchedBlog focused on business customers and Cloud Computing
June 2008Channel blog launched
January 2009Dell Organizes into four customer focused business units
Spring 2009Members of Community and Conversations deployed within each of the new Dell Business units
June 2009$2M+ Salesvia Twitter
2009Dell TechCenter
June 2009Global Twitter revenues of $65 M
December 2009Huffington Post Blog
March 2010Dell joins Sina Weibo in China
2006 2007 2008 2009 2010 2011
Altimeter recognized Dell
with ldquoOpen Leadership Award for Innovation and
Executionrdquo
Social Media amp Community University (SMaC U) launched5000 teammembers trained byend of year
B2B pages on Facebook
Dell named the No 1 most social brand
6 Awards for the Social Media Listening Command Center
June 2010CAP Days launched In-person events for vocal online customers
December 2010Social Media
Listening Command
Center launched
Seven years journey of embedding social to be a better business
8
2012
Global Marketing
Where is the ROI Business Value of Social Media
10
Global Marketing
Social Media creates business value for Dell
Confidential11
Touches all
Businessbull B-to-C B-to-B
bull Marketing amp Brand Awareness Demand Gen Sales Support Loyalty
Conversion Quality Competitive Insight etc
Engagement
drives
Revenue
bull Social engagement drives dellcom traffic and higher conversion
bull Dell Community members spend more with Dell
bull Benefits across full customer lifecycle
bull Listening delivers new leads and sales
Additional
Value
bull Optimized Costs amp Process Improvementsbull Customer driven innovation Support Early Warning System Marcom Efficiency
Enhanced business intelligence on competitors acquisitions etc
bull Improvements in Health of Business by becoming a trusted advisor
Global Marketing
bull Insight Social media improves Dellrsquos reach and share of voice
bull Insight Social Media provides the highest ROI demand gen vehicle
bull Insight SM keeps customers engaged provides solutions and improves loyalty
bull Insight Social media based support improves sentiment and correlates with higher revenue
bull Insight Established causality between social media activity and purchase
Impact through customer lifecycle
Global Marketing
Planning
13 Confidential 532013
Global Marketing
Your social strategy needs as much forethought as any other business process
Confidential14 532013
1 Planning
2 Listening
3 Engaging
4 Measuring
Idea 1 Write up a plan
According to CRM industryanalyst Brent Leary
ldquoStrategic users are almost 3xs more likely to executeactivities for engaging prospectsthan informal users (53 vs 19)rdquo
Source Brent Learyrsquos Strategically Social 5 Keys to Becoming a Social Business
Global Marketing
Questions to Ask in the Planning Stage
bull What are the organizationsrsquo goalsbull What is the business planbull What is the current relationship with our customersbull 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
Confidential15 532013
I think it starts with understanding what the organizationrsquos goals arehellippart of the problem is that too many people want to jump into a Facebook ldquostrategyrdquo or a Twitter ldquostrategyrdquo ndash Shel Holtz
Source Shel Holtz httplabsopenviewpartnerscomshel-holtz-talks-content-and-social-strategies
Global Marketing
Foundation of social strategy Focus on Value Drivers
Value to Customers Value For DellSocial connections meet variety of needs across customer segments and enable customers to hellip
Social connections create potential for tangible impact against Dellrsquos key value drivers hellip
bull Retentionbull Profitability
bull Brand awarenessbull Lead generationbull Net Promoter Score
bull Supportbull Sales and marketing
bull Unique visitorsbull Visitspage views
bull Indirect RampD savings
Deepen connections based on shared interests
Express themselves
Receive exclusive rewards amp recognition
Get advice amp validation about decisions
Solve a specific problem (theirs or someone elsersquos)
Marketing Spend Efficiency
Traffic
Customer Lifetime Value
Cost Savings
Customer Insights Drive Innovation
Global Marketing
Dellrsquos social strategy
Confidential17 532013
bull Embed social in the fabric of the company deepen customer relationships as a better way to do business
bull 8000+ certified Dell team members
Global Marketing
Listening
18 Confidential
Global Marketing
Questions to Ask in the Listening Stage
Idea 3 Identify and target your community
bull Any social strategy first begins with listening to feed amp inform your strategic plan
bull Listening should be for conversations about the company product(s) category competitors and the industry
bull By listening you gain insights on what people are talking about amp how they talk about companies and products
ndash What are people saying about your brandndash What are the popular topics about your brandndash Who are the advocates detractors and influencers in your industryndash Where are the conversations happening
Confidential19 532013
Global Marketing
Dellrsquos Social Media Listening Command Center25000 posts a day
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential22 532013
Global Marketing23
Listening to conversations Twitter search
Confidential
Global Marketing24
Listening to conversations GooglecomAlerts
Confidential
Global Marketing25
Listening to conversations Socialmentioncom
Confidential
Global Marketing
Fish where the fish arehellip
26 Confidential
Global Marketing
Where Broad use social media platforms
Confidential27
Global Marketing
Letrsquos start engaginghellip
28 Confidential 532013
Global Marketing
Engagement pyramid
Confidential29 532013
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential30 532013
Global Marketing
Engagement Questions to get startedhellip
Twitterbull ReTweet relevant useful content and provide commentbull Reply promptly bull Twitter events with hashtag WPO
LinkedInbull Provide status updatebull Share business relevant content
Blogsbull Post a comment on relevant blogs
Slidesharebull Upload most recent relevant presentationbull Tweet LinkedIn Google+ that you uploaded presentation with link to share
Confidential31 532013
Global Marketing
Thanking Customers DellLove
Surprise amp delight our customers to create memorable experiencesbull Weekly videos created to thank customersbull Ability to answer questions or offer Product Recommendationsbull 200+ videos created to date with 4MM+ reachbull httpwwwyoutubecomwatchv=En5putiBDTg
Confidential32 532013
ldquoBy creating this video to thank me Dell has successfully evangelized itself hellip I will go on and on about this incident anytime someone talks to me about Dell or seeks my advice while buying a computer And so I act as an evangelist for Dell which can possibly get them more businessrdquo ndash Social Paparazzi HappyMarketercom
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential33
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential34 532013
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs
Confidential35 532013
Global Marketing
Sign up for an RSS Reader
Various options
bull Google Reader closing 731bull NetVibesbull NewsBlurbull The Old Readerbull Feedly
Confidential36 532013
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential37 532013
Global Marketing
Schedule posts via BufferAppcom
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential38
Global Marketing
Customer Experience
Social Outreach team formed in 2006
bull Tech support experts were then hand-selected for their tech problem-solving expertise and superior interpersonal skills
bull On average team addresses 3000 posts a week in 11 languages
ndash 98 resolution ratendash 45 ranters to ravers conversionndash Team proactively developing helpful
content based listening and engagements
bull Idea 7 Listen to your customers to determine relevant content needs
Confidential39 532013
Global Marketing
Increase fans amp followers
40 Confidential 532013
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential41 532013
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential42
Global Marketing
Dellrsquos CAP Days amp Social Think Tanks
Customers giving feedback on Dellrsquos business Dell facilitating topic-based discussions amp brainstorms with influencers not customers
Outside In Inside OutCustomer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Global Marketing
Measuring
44 Confidential 532013
Global Marketing45
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message delivery sentiment
recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
Customers want to interact
bull 93 of Americans believe a company should have a social media presence
bull 85 believe a company should be active with customers in social media
bull 56 feel a stronger connection with companies they interact within in social media
Confidential7 532013
Source Cone Research of 1000+ Americans September 2008
Global Marketing
January 2008Dell aligns organization for success
August 2006Blog outreach expanded beyond tech Support
December 2006Ratings and reviews launched on Dellcom
July 2006Direct2Dell launchedToday Direct2Dell exists in English Spanish Norwegian Japanese and Chinese
February 2006Michael Dell askedWhy donrsquot we reach out and help
bloggers with tech support issues
January 2007StudioDell launchedDellrsquos video and podcast site with helpful tips and tricks Eventually expanding this into the YouTube channel making sharing easier
February 2007QuestionStormlaunchedA voting based site allowing customers and others to submit Questions for Dell
June 2007Dell joined Twitter
EmployeeStorm launchedInternal Blogs Launched for Employees
October 2007Michael Dell quoted in Business WeekIn response to Jeff Jarvis question around whether companies want to be part of the online conversation rdquoMy argument is you absolutely do You can learn from them You can improve your reaction time And you can be a better company by listening and being involved in that conversationrdquo
November 2007DellShares launchedThe first investor relations blog by a public company
March 2008Accepted Solutions launched on Community Dell France begins Online Community Outreach
May 2008Dell Outlet achieved$05M in sales via Twitter
April 2008Inside IT launchedBlog focused on business customers and Cloud Computing
June 2008Channel blog launched
January 2009Dell Organizes into four customer focused business units
Spring 2009Members of Community and Conversations deployed within each of the new Dell Business units
June 2009$2M+ Salesvia Twitter
2009Dell TechCenter
June 2009Global Twitter revenues of $65 M
December 2009Huffington Post Blog
March 2010Dell joins Sina Weibo in China
2006 2007 2008 2009 2010 2011
Altimeter recognized Dell
with ldquoOpen Leadership Award for Innovation and
Executionrdquo
Social Media amp Community University (SMaC U) launched5000 teammembers trained byend of year
B2B pages on Facebook
Dell named the No 1 most social brand
6 Awards for the Social Media Listening Command Center
June 2010CAP Days launched In-person events for vocal online customers
December 2010Social Media
Listening Command
Center launched
Seven years journey of embedding social to be a better business
8
2012
Global Marketing
Where is the ROI Business Value of Social Media
10
Global Marketing
Social Media creates business value for Dell
Confidential11
Touches all
Businessbull B-to-C B-to-B
bull Marketing amp Brand Awareness Demand Gen Sales Support Loyalty
Conversion Quality Competitive Insight etc
Engagement
drives
Revenue
bull Social engagement drives dellcom traffic and higher conversion
bull Dell Community members spend more with Dell
bull Benefits across full customer lifecycle
bull Listening delivers new leads and sales
Additional
Value
bull Optimized Costs amp Process Improvementsbull Customer driven innovation Support Early Warning System Marcom Efficiency
Enhanced business intelligence on competitors acquisitions etc
bull Improvements in Health of Business by becoming a trusted advisor
Global Marketing
bull Insight Social media improves Dellrsquos reach and share of voice
bull Insight Social Media provides the highest ROI demand gen vehicle
bull Insight SM keeps customers engaged provides solutions and improves loyalty
bull Insight Social media based support improves sentiment and correlates with higher revenue
bull Insight Established causality between social media activity and purchase
Impact through customer lifecycle
Global Marketing
Planning
13 Confidential 532013
Global Marketing
Your social strategy needs as much forethought as any other business process
Confidential14 532013
1 Planning
2 Listening
3 Engaging
4 Measuring
Idea 1 Write up a plan
According to CRM industryanalyst Brent Leary
ldquoStrategic users are almost 3xs more likely to executeactivities for engaging prospectsthan informal users (53 vs 19)rdquo
Source Brent Learyrsquos Strategically Social 5 Keys to Becoming a Social Business
Global Marketing
Questions to Ask in the Planning Stage
bull What are the organizationsrsquo goalsbull What is the business planbull What is the current relationship with our customersbull 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
Confidential15 532013
I think it starts with understanding what the organizationrsquos goals arehellippart of the problem is that too many people want to jump into a Facebook ldquostrategyrdquo or a Twitter ldquostrategyrdquo ndash Shel Holtz
Source Shel Holtz httplabsopenviewpartnerscomshel-holtz-talks-content-and-social-strategies
Global Marketing
Foundation of social strategy Focus on Value Drivers
Value to Customers Value For DellSocial connections meet variety of needs across customer segments and enable customers to hellip
Social connections create potential for tangible impact against Dellrsquos key value drivers hellip
bull Retentionbull Profitability
bull Brand awarenessbull Lead generationbull Net Promoter Score
bull Supportbull Sales and marketing
bull Unique visitorsbull Visitspage views
bull Indirect RampD savings
Deepen connections based on shared interests
Express themselves
Receive exclusive rewards amp recognition
Get advice amp validation about decisions
Solve a specific problem (theirs or someone elsersquos)
Marketing Spend Efficiency
Traffic
Customer Lifetime Value
Cost Savings
Customer Insights Drive Innovation
Global Marketing
Dellrsquos social strategy
Confidential17 532013
bull Embed social in the fabric of the company deepen customer relationships as a better way to do business
bull 8000+ certified Dell team members
Global Marketing
Listening
18 Confidential
Global Marketing
Questions to Ask in the Listening Stage
Idea 3 Identify and target your community
bull Any social strategy first begins with listening to feed amp inform your strategic plan
bull Listening should be for conversations about the company product(s) category competitors and the industry
bull By listening you gain insights on what people are talking about amp how they talk about companies and products
ndash What are people saying about your brandndash What are the popular topics about your brandndash Who are the advocates detractors and influencers in your industryndash Where are the conversations happening
Confidential19 532013
Global Marketing
Dellrsquos Social Media Listening Command Center25000 posts a day
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential22 532013
Global Marketing23
Listening to conversations Twitter search
Confidential
Global Marketing24
Listening to conversations GooglecomAlerts
Confidential
Global Marketing25
Listening to conversations Socialmentioncom
Confidential
Global Marketing
Fish where the fish arehellip
26 Confidential
Global Marketing
Where Broad use social media platforms
Confidential27
Global Marketing
Letrsquos start engaginghellip
28 Confidential 532013
Global Marketing
Engagement pyramid
Confidential29 532013
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential30 532013
Global Marketing
Engagement Questions to get startedhellip
Twitterbull ReTweet relevant useful content and provide commentbull Reply promptly bull Twitter events with hashtag WPO
LinkedInbull Provide status updatebull Share business relevant content
Blogsbull Post a comment on relevant blogs
Slidesharebull Upload most recent relevant presentationbull Tweet LinkedIn Google+ that you uploaded presentation with link to share
Confidential31 532013
Global Marketing
Thanking Customers DellLove
Surprise amp delight our customers to create memorable experiencesbull Weekly videos created to thank customersbull Ability to answer questions or offer Product Recommendationsbull 200+ videos created to date with 4MM+ reachbull httpwwwyoutubecomwatchv=En5putiBDTg
Confidential32 532013
ldquoBy creating this video to thank me Dell has successfully evangelized itself hellip I will go on and on about this incident anytime someone talks to me about Dell or seeks my advice while buying a computer And so I act as an evangelist for Dell which can possibly get them more businessrdquo ndash Social Paparazzi HappyMarketercom
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential33
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential34 532013
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs
Confidential35 532013
Global Marketing
Sign up for an RSS Reader
Various options
bull Google Reader closing 731bull NetVibesbull NewsBlurbull The Old Readerbull Feedly
Confidential36 532013
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential37 532013
Global Marketing
Schedule posts via BufferAppcom
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential38
Global Marketing
Customer Experience
Social Outreach team formed in 2006
bull Tech support experts were then hand-selected for their tech problem-solving expertise and superior interpersonal skills
bull On average team addresses 3000 posts a week in 11 languages
ndash 98 resolution ratendash 45 ranters to ravers conversionndash Team proactively developing helpful
content based listening and engagements
bull Idea 7 Listen to your customers to determine relevant content needs
Confidential39 532013
Global Marketing
Increase fans amp followers
40 Confidential 532013
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential41 532013
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential42
Global Marketing
Dellrsquos CAP Days amp Social Think Tanks
Customers giving feedback on Dellrsquos business Dell facilitating topic-based discussions amp brainstorms with influencers not customers
Outside In Inside OutCustomer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Global Marketing
Measuring
44 Confidential 532013
Global Marketing45
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message delivery sentiment
recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
January 2008Dell aligns organization for success
August 2006Blog outreach expanded beyond tech Support
December 2006Ratings and reviews launched on Dellcom
July 2006Direct2Dell launchedToday Direct2Dell exists in English Spanish Norwegian Japanese and Chinese
February 2006Michael Dell askedWhy donrsquot we reach out and help
bloggers with tech support issues
January 2007StudioDell launchedDellrsquos video and podcast site with helpful tips and tricks Eventually expanding this into the YouTube channel making sharing easier
February 2007QuestionStormlaunchedA voting based site allowing customers and others to submit Questions for Dell
June 2007Dell joined Twitter
EmployeeStorm launchedInternal Blogs Launched for Employees
October 2007Michael Dell quoted in Business WeekIn response to Jeff Jarvis question around whether companies want to be part of the online conversation rdquoMy argument is you absolutely do You can learn from them You can improve your reaction time And you can be a better company by listening and being involved in that conversationrdquo
November 2007DellShares launchedThe first investor relations blog by a public company
March 2008Accepted Solutions launched on Community Dell France begins Online Community Outreach
May 2008Dell Outlet achieved$05M in sales via Twitter
April 2008Inside IT launchedBlog focused on business customers and Cloud Computing
June 2008Channel blog launched
January 2009Dell Organizes into four customer focused business units
Spring 2009Members of Community and Conversations deployed within each of the new Dell Business units
June 2009$2M+ Salesvia Twitter
2009Dell TechCenter
June 2009Global Twitter revenues of $65 M
December 2009Huffington Post Blog
March 2010Dell joins Sina Weibo in China
2006 2007 2008 2009 2010 2011
Altimeter recognized Dell
with ldquoOpen Leadership Award for Innovation and
Executionrdquo
Social Media amp Community University (SMaC U) launched5000 teammembers trained byend of year
B2B pages on Facebook
Dell named the No 1 most social brand
6 Awards for the Social Media Listening Command Center
June 2010CAP Days launched In-person events for vocal online customers
December 2010Social Media
Listening Command
Center launched
Seven years journey of embedding social to be a better business
8
2012
Global Marketing
Where is the ROI Business Value of Social Media
10
Global Marketing
Social Media creates business value for Dell
Confidential11
Touches all
Businessbull B-to-C B-to-B
bull Marketing amp Brand Awareness Demand Gen Sales Support Loyalty
Conversion Quality Competitive Insight etc
Engagement
drives
Revenue
bull Social engagement drives dellcom traffic and higher conversion
bull Dell Community members spend more with Dell
bull Benefits across full customer lifecycle
bull Listening delivers new leads and sales
Additional
Value
bull Optimized Costs amp Process Improvementsbull Customer driven innovation Support Early Warning System Marcom Efficiency
Enhanced business intelligence on competitors acquisitions etc
bull Improvements in Health of Business by becoming a trusted advisor
Global Marketing
bull Insight Social media improves Dellrsquos reach and share of voice
bull Insight Social Media provides the highest ROI demand gen vehicle
bull Insight SM keeps customers engaged provides solutions and improves loyalty
bull Insight Social media based support improves sentiment and correlates with higher revenue
bull Insight Established causality between social media activity and purchase
Impact through customer lifecycle
Global Marketing
Planning
13 Confidential 532013
Global Marketing
Your social strategy needs as much forethought as any other business process
Confidential14 532013
1 Planning
2 Listening
3 Engaging
4 Measuring
Idea 1 Write up a plan
According to CRM industryanalyst Brent Leary
ldquoStrategic users are almost 3xs more likely to executeactivities for engaging prospectsthan informal users (53 vs 19)rdquo
Source Brent Learyrsquos Strategically Social 5 Keys to Becoming a Social Business
Global Marketing
Questions to Ask in the Planning Stage
bull What are the organizationsrsquo goalsbull What is the business planbull What is the current relationship with our customersbull 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
Confidential15 532013
I think it starts with understanding what the organizationrsquos goals arehellippart of the problem is that too many people want to jump into a Facebook ldquostrategyrdquo or a Twitter ldquostrategyrdquo ndash Shel Holtz
Source Shel Holtz httplabsopenviewpartnerscomshel-holtz-talks-content-and-social-strategies
Global Marketing
Foundation of social strategy Focus on Value Drivers
Value to Customers Value For DellSocial connections meet variety of needs across customer segments and enable customers to hellip
Social connections create potential for tangible impact against Dellrsquos key value drivers hellip
bull Retentionbull Profitability
bull Brand awarenessbull Lead generationbull Net Promoter Score
bull Supportbull Sales and marketing
bull Unique visitorsbull Visitspage views
bull Indirect RampD savings
Deepen connections based on shared interests
Express themselves
Receive exclusive rewards amp recognition
Get advice amp validation about decisions
Solve a specific problem (theirs or someone elsersquos)
Marketing Spend Efficiency
Traffic
Customer Lifetime Value
Cost Savings
Customer Insights Drive Innovation
Global Marketing
Dellrsquos social strategy
Confidential17 532013
bull Embed social in the fabric of the company deepen customer relationships as a better way to do business
bull 8000+ certified Dell team members
Global Marketing
Listening
18 Confidential
Global Marketing
Questions to Ask in the Listening Stage
Idea 3 Identify and target your community
bull Any social strategy first begins with listening to feed amp inform your strategic plan
bull Listening should be for conversations about the company product(s) category competitors and the industry
bull By listening you gain insights on what people are talking about amp how they talk about companies and products
ndash What are people saying about your brandndash What are the popular topics about your brandndash Who are the advocates detractors and influencers in your industryndash Where are the conversations happening
Confidential19 532013
Global Marketing
Dellrsquos Social Media Listening Command Center25000 posts a day
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential22 532013
Global Marketing23
Listening to conversations Twitter search
Confidential
Global Marketing24
Listening to conversations GooglecomAlerts
Confidential
Global Marketing25
Listening to conversations Socialmentioncom
Confidential
Global Marketing
Fish where the fish arehellip
26 Confidential
Global Marketing
Where Broad use social media platforms
Confidential27
Global Marketing
Letrsquos start engaginghellip
28 Confidential 532013
Global Marketing
Engagement pyramid
Confidential29 532013
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential30 532013
Global Marketing
Engagement Questions to get startedhellip
Twitterbull ReTweet relevant useful content and provide commentbull Reply promptly bull Twitter events with hashtag WPO
LinkedInbull Provide status updatebull Share business relevant content
Blogsbull Post a comment on relevant blogs
Slidesharebull Upload most recent relevant presentationbull Tweet LinkedIn Google+ that you uploaded presentation with link to share
Confidential31 532013
Global Marketing
Thanking Customers DellLove
Surprise amp delight our customers to create memorable experiencesbull Weekly videos created to thank customersbull Ability to answer questions or offer Product Recommendationsbull 200+ videos created to date with 4MM+ reachbull httpwwwyoutubecomwatchv=En5putiBDTg
Confidential32 532013
ldquoBy creating this video to thank me Dell has successfully evangelized itself hellip I will go on and on about this incident anytime someone talks to me about Dell or seeks my advice while buying a computer And so I act as an evangelist for Dell which can possibly get them more businessrdquo ndash Social Paparazzi HappyMarketercom
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential33
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential34 532013
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs
Confidential35 532013
Global Marketing
Sign up for an RSS Reader
Various options
bull Google Reader closing 731bull NetVibesbull NewsBlurbull The Old Readerbull Feedly
Confidential36 532013
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential37 532013
Global Marketing
Schedule posts via BufferAppcom
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential38
Global Marketing
Customer Experience
Social Outreach team formed in 2006
bull Tech support experts were then hand-selected for their tech problem-solving expertise and superior interpersonal skills
bull On average team addresses 3000 posts a week in 11 languages
ndash 98 resolution ratendash 45 ranters to ravers conversionndash Team proactively developing helpful
content based listening and engagements
bull Idea 7 Listen to your customers to determine relevant content needs
Confidential39 532013
Global Marketing
Increase fans amp followers
40 Confidential 532013
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential41 532013
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential42
Global Marketing
Dellrsquos CAP Days amp Social Think Tanks
Customers giving feedback on Dellrsquos business Dell facilitating topic-based discussions amp brainstorms with influencers not customers
Outside In Inside OutCustomer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Global Marketing
Measuring
44 Confidential 532013
Global Marketing45
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message delivery sentiment
recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
Where is the ROI Business Value of Social Media
10
Global Marketing
Social Media creates business value for Dell
Confidential11
Touches all
Businessbull B-to-C B-to-B
bull Marketing amp Brand Awareness Demand Gen Sales Support Loyalty
Conversion Quality Competitive Insight etc
Engagement
drives
Revenue
bull Social engagement drives dellcom traffic and higher conversion
bull Dell Community members spend more with Dell
bull Benefits across full customer lifecycle
bull Listening delivers new leads and sales
Additional
Value
bull Optimized Costs amp Process Improvementsbull Customer driven innovation Support Early Warning System Marcom Efficiency
Enhanced business intelligence on competitors acquisitions etc
bull Improvements in Health of Business by becoming a trusted advisor
Global Marketing
bull Insight Social media improves Dellrsquos reach and share of voice
bull Insight Social Media provides the highest ROI demand gen vehicle
bull Insight SM keeps customers engaged provides solutions and improves loyalty
bull Insight Social media based support improves sentiment and correlates with higher revenue
bull Insight Established causality between social media activity and purchase
Impact through customer lifecycle
Global Marketing
Planning
13 Confidential 532013
Global Marketing
Your social strategy needs as much forethought as any other business process
Confidential14 532013
1 Planning
2 Listening
3 Engaging
4 Measuring
Idea 1 Write up a plan
According to CRM industryanalyst Brent Leary
ldquoStrategic users are almost 3xs more likely to executeactivities for engaging prospectsthan informal users (53 vs 19)rdquo
Source Brent Learyrsquos Strategically Social 5 Keys to Becoming a Social Business
Global Marketing
Questions to Ask in the Planning Stage
bull What are the organizationsrsquo goalsbull What is the business planbull What is the current relationship with our customersbull 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
Confidential15 532013
I think it starts with understanding what the organizationrsquos goals arehellippart of the problem is that too many people want to jump into a Facebook ldquostrategyrdquo or a Twitter ldquostrategyrdquo ndash Shel Holtz
Source Shel Holtz httplabsopenviewpartnerscomshel-holtz-talks-content-and-social-strategies
Global Marketing
Foundation of social strategy Focus on Value Drivers
Value to Customers Value For DellSocial connections meet variety of needs across customer segments and enable customers to hellip
Social connections create potential for tangible impact against Dellrsquos key value drivers hellip
bull Retentionbull Profitability
bull Brand awarenessbull Lead generationbull Net Promoter Score
bull Supportbull Sales and marketing
bull Unique visitorsbull Visitspage views
bull Indirect RampD savings
Deepen connections based on shared interests
Express themselves
Receive exclusive rewards amp recognition
Get advice amp validation about decisions
Solve a specific problem (theirs or someone elsersquos)
Marketing Spend Efficiency
Traffic
Customer Lifetime Value
Cost Savings
Customer Insights Drive Innovation
Global Marketing
Dellrsquos social strategy
Confidential17 532013
bull Embed social in the fabric of the company deepen customer relationships as a better way to do business
bull 8000+ certified Dell team members
Global Marketing
Listening
18 Confidential
Global Marketing
Questions to Ask in the Listening Stage
Idea 3 Identify and target your community
bull Any social strategy first begins with listening to feed amp inform your strategic plan
bull Listening should be for conversations about the company product(s) category competitors and the industry
bull By listening you gain insights on what people are talking about amp how they talk about companies and products
ndash What are people saying about your brandndash What are the popular topics about your brandndash Who are the advocates detractors and influencers in your industryndash Where are the conversations happening
Confidential19 532013
Global Marketing
Dellrsquos Social Media Listening Command Center25000 posts a day
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential22 532013
Global Marketing23
Listening to conversations Twitter search
Confidential
Global Marketing24
Listening to conversations GooglecomAlerts
Confidential
Global Marketing25
Listening to conversations Socialmentioncom
Confidential
Global Marketing
Fish where the fish arehellip
26 Confidential
Global Marketing
Where Broad use social media platforms
Confidential27
Global Marketing
Letrsquos start engaginghellip
28 Confidential 532013
Global Marketing
Engagement pyramid
Confidential29 532013
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential30 532013
Global Marketing
Engagement Questions to get startedhellip
Twitterbull ReTweet relevant useful content and provide commentbull Reply promptly bull Twitter events with hashtag WPO
LinkedInbull Provide status updatebull Share business relevant content
Blogsbull Post a comment on relevant blogs
Slidesharebull Upload most recent relevant presentationbull Tweet LinkedIn Google+ that you uploaded presentation with link to share
Confidential31 532013
Global Marketing
Thanking Customers DellLove
Surprise amp delight our customers to create memorable experiencesbull Weekly videos created to thank customersbull Ability to answer questions or offer Product Recommendationsbull 200+ videos created to date with 4MM+ reachbull httpwwwyoutubecomwatchv=En5putiBDTg
Confidential32 532013
ldquoBy creating this video to thank me Dell has successfully evangelized itself hellip I will go on and on about this incident anytime someone talks to me about Dell or seeks my advice while buying a computer And so I act as an evangelist for Dell which can possibly get them more businessrdquo ndash Social Paparazzi HappyMarketercom
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential33
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential34 532013
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs
Confidential35 532013
Global Marketing
Sign up for an RSS Reader
Various options
bull Google Reader closing 731bull NetVibesbull NewsBlurbull The Old Readerbull Feedly
Confidential36 532013
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential37 532013
Global Marketing
Schedule posts via BufferAppcom
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential38
Global Marketing
Customer Experience
Social Outreach team formed in 2006
bull Tech support experts were then hand-selected for their tech problem-solving expertise and superior interpersonal skills
bull On average team addresses 3000 posts a week in 11 languages
ndash 98 resolution ratendash 45 ranters to ravers conversionndash Team proactively developing helpful
content based listening and engagements
bull Idea 7 Listen to your customers to determine relevant content needs
Confidential39 532013
Global Marketing
Increase fans amp followers
40 Confidential 532013
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential41 532013
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential42
Global Marketing
Dellrsquos CAP Days amp Social Think Tanks
Customers giving feedback on Dellrsquos business Dell facilitating topic-based discussions amp brainstorms with influencers not customers
Outside In Inside OutCustomer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Global Marketing
Measuring
44 Confidential 532013
Global Marketing45
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message delivery sentiment
recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
Social Media creates business value for Dell
Confidential11
Touches all
Businessbull B-to-C B-to-B
bull Marketing amp Brand Awareness Demand Gen Sales Support Loyalty
Conversion Quality Competitive Insight etc
Engagement
drives
Revenue
bull Social engagement drives dellcom traffic and higher conversion
bull Dell Community members spend more with Dell
bull Benefits across full customer lifecycle
bull Listening delivers new leads and sales
Additional
Value
bull Optimized Costs amp Process Improvementsbull Customer driven innovation Support Early Warning System Marcom Efficiency
Enhanced business intelligence on competitors acquisitions etc
bull Improvements in Health of Business by becoming a trusted advisor
Global Marketing
bull Insight Social media improves Dellrsquos reach and share of voice
bull Insight Social Media provides the highest ROI demand gen vehicle
bull Insight SM keeps customers engaged provides solutions and improves loyalty
bull Insight Social media based support improves sentiment and correlates with higher revenue
bull Insight Established causality between social media activity and purchase
Impact through customer lifecycle
Global Marketing
Planning
13 Confidential 532013
Global Marketing
Your social strategy needs as much forethought as any other business process
Confidential14 532013
1 Planning
2 Listening
3 Engaging
4 Measuring
Idea 1 Write up a plan
According to CRM industryanalyst Brent Leary
ldquoStrategic users are almost 3xs more likely to executeactivities for engaging prospectsthan informal users (53 vs 19)rdquo
Source Brent Learyrsquos Strategically Social 5 Keys to Becoming a Social Business
Global Marketing
Questions to Ask in the Planning Stage
bull What are the organizationsrsquo goalsbull What is the business planbull What is the current relationship with our customersbull 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
Confidential15 532013
I think it starts with understanding what the organizationrsquos goals arehellippart of the problem is that too many people want to jump into a Facebook ldquostrategyrdquo or a Twitter ldquostrategyrdquo ndash Shel Holtz
Source Shel Holtz httplabsopenviewpartnerscomshel-holtz-talks-content-and-social-strategies
Global Marketing
Foundation of social strategy Focus on Value Drivers
Value to Customers Value For DellSocial connections meet variety of needs across customer segments and enable customers to hellip
Social connections create potential for tangible impact against Dellrsquos key value drivers hellip
bull Retentionbull Profitability
bull Brand awarenessbull Lead generationbull Net Promoter Score
bull Supportbull Sales and marketing
bull Unique visitorsbull Visitspage views
bull Indirect RampD savings
Deepen connections based on shared interests
Express themselves
Receive exclusive rewards amp recognition
Get advice amp validation about decisions
Solve a specific problem (theirs or someone elsersquos)
Marketing Spend Efficiency
Traffic
Customer Lifetime Value
Cost Savings
Customer Insights Drive Innovation
Global Marketing
Dellrsquos social strategy
Confidential17 532013
bull Embed social in the fabric of the company deepen customer relationships as a better way to do business
bull 8000+ certified Dell team members
Global Marketing
Listening
18 Confidential
Global Marketing
Questions to Ask in the Listening Stage
Idea 3 Identify and target your community
bull Any social strategy first begins with listening to feed amp inform your strategic plan
bull Listening should be for conversations about the company product(s) category competitors and the industry
bull By listening you gain insights on what people are talking about amp how they talk about companies and products
ndash What are people saying about your brandndash What are the popular topics about your brandndash Who are the advocates detractors and influencers in your industryndash Where are the conversations happening
Confidential19 532013
Global Marketing
Dellrsquos Social Media Listening Command Center25000 posts a day
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential22 532013
Global Marketing23
Listening to conversations Twitter search
Confidential
Global Marketing24
Listening to conversations GooglecomAlerts
Confidential
Global Marketing25
Listening to conversations Socialmentioncom
Confidential
Global Marketing
Fish where the fish arehellip
26 Confidential
Global Marketing
Where Broad use social media platforms
Confidential27
Global Marketing
Letrsquos start engaginghellip
28 Confidential 532013
Global Marketing
Engagement pyramid
Confidential29 532013
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential30 532013
Global Marketing
Engagement Questions to get startedhellip
Twitterbull ReTweet relevant useful content and provide commentbull Reply promptly bull Twitter events with hashtag WPO
LinkedInbull Provide status updatebull Share business relevant content
Blogsbull Post a comment on relevant blogs
Slidesharebull Upload most recent relevant presentationbull Tweet LinkedIn Google+ that you uploaded presentation with link to share
Confidential31 532013
Global Marketing
Thanking Customers DellLove
Surprise amp delight our customers to create memorable experiencesbull Weekly videos created to thank customersbull Ability to answer questions or offer Product Recommendationsbull 200+ videos created to date with 4MM+ reachbull httpwwwyoutubecomwatchv=En5putiBDTg
Confidential32 532013
ldquoBy creating this video to thank me Dell has successfully evangelized itself hellip I will go on and on about this incident anytime someone talks to me about Dell or seeks my advice while buying a computer And so I act as an evangelist for Dell which can possibly get them more businessrdquo ndash Social Paparazzi HappyMarketercom
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential33
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential34 532013
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs
Confidential35 532013
Global Marketing
Sign up for an RSS Reader
Various options
bull Google Reader closing 731bull NetVibesbull NewsBlurbull The Old Readerbull Feedly
Confidential36 532013
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential37 532013
Global Marketing
Schedule posts via BufferAppcom
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential38
Global Marketing
Customer Experience
Social Outreach team formed in 2006
bull Tech support experts were then hand-selected for their tech problem-solving expertise and superior interpersonal skills
bull On average team addresses 3000 posts a week in 11 languages
ndash 98 resolution ratendash 45 ranters to ravers conversionndash Team proactively developing helpful
content based listening and engagements
bull Idea 7 Listen to your customers to determine relevant content needs
Confidential39 532013
Global Marketing
Increase fans amp followers
40 Confidential 532013
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential41 532013
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential42
Global Marketing
Dellrsquos CAP Days amp Social Think Tanks
Customers giving feedback on Dellrsquos business Dell facilitating topic-based discussions amp brainstorms with influencers not customers
Outside In Inside OutCustomer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Global Marketing
Measuring
44 Confidential 532013
Global Marketing45
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message delivery sentiment
recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
bull Insight Social media improves Dellrsquos reach and share of voice
bull Insight Social Media provides the highest ROI demand gen vehicle
bull Insight SM keeps customers engaged provides solutions and improves loyalty
bull Insight Social media based support improves sentiment and correlates with higher revenue
bull Insight Established causality between social media activity and purchase
Impact through customer lifecycle
Global Marketing
Planning
13 Confidential 532013
Global Marketing
Your social strategy needs as much forethought as any other business process
Confidential14 532013
1 Planning
2 Listening
3 Engaging
4 Measuring
Idea 1 Write up a plan
According to CRM industryanalyst Brent Leary
ldquoStrategic users are almost 3xs more likely to executeactivities for engaging prospectsthan informal users (53 vs 19)rdquo
Source Brent Learyrsquos Strategically Social 5 Keys to Becoming a Social Business
Global Marketing
Questions to Ask in the Planning Stage
bull What are the organizationsrsquo goalsbull What is the business planbull What is the current relationship with our customersbull 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
Confidential15 532013
I think it starts with understanding what the organizationrsquos goals arehellippart of the problem is that too many people want to jump into a Facebook ldquostrategyrdquo or a Twitter ldquostrategyrdquo ndash Shel Holtz
Source Shel Holtz httplabsopenviewpartnerscomshel-holtz-talks-content-and-social-strategies
Global Marketing
Foundation of social strategy Focus on Value Drivers
Value to Customers Value For DellSocial connections meet variety of needs across customer segments and enable customers to hellip
Social connections create potential for tangible impact against Dellrsquos key value drivers hellip
bull Retentionbull Profitability
bull Brand awarenessbull Lead generationbull Net Promoter Score
bull Supportbull Sales and marketing
bull Unique visitorsbull Visitspage views
bull Indirect RampD savings
Deepen connections based on shared interests
Express themselves
Receive exclusive rewards amp recognition
Get advice amp validation about decisions
Solve a specific problem (theirs or someone elsersquos)
Marketing Spend Efficiency
Traffic
Customer Lifetime Value
Cost Savings
Customer Insights Drive Innovation
Global Marketing
Dellrsquos social strategy
Confidential17 532013
bull Embed social in the fabric of the company deepen customer relationships as a better way to do business
bull 8000+ certified Dell team members
Global Marketing
Listening
18 Confidential
Global Marketing
Questions to Ask in the Listening Stage
Idea 3 Identify and target your community
bull Any social strategy first begins with listening to feed amp inform your strategic plan
bull Listening should be for conversations about the company product(s) category competitors and the industry
bull By listening you gain insights on what people are talking about amp how they talk about companies and products
ndash What are people saying about your brandndash What are the popular topics about your brandndash Who are the advocates detractors and influencers in your industryndash Where are the conversations happening
Confidential19 532013
Global Marketing
Dellrsquos Social Media Listening Command Center25000 posts a day
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential22 532013
Global Marketing23
Listening to conversations Twitter search
Confidential
Global Marketing24
Listening to conversations GooglecomAlerts
Confidential
Global Marketing25
Listening to conversations Socialmentioncom
Confidential
Global Marketing
Fish where the fish arehellip
26 Confidential
Global Marketing
Where Broad use social media platforms
Confidential27
Global Marketing
Letrsquos start engaginghellip
28 Confidential 532013
Global Marketing
Engagement pyramid
Confidential29 532013
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential30 532013
Global Marketing
Engagement Questions to get startedhellip
Twitterbull ReTweet relevant useful content and provide commentbull Reply promptly bull Twitter events with hashtag WPO
LinkedInbull Provide status updatebull Share business relevant content
Blogsbull Post a comment on relevant blogs
Slidesharebull Upload most recent relevant presentationbull Tweet LinkedIn Google+ that you uploaded presentation with link to share
Confidential31 532013
Global Marketing
Thanking Customers DellLove
Surprise amp delight our customers to create memorable experiencesbull Weekly videos created to thank customersbull Ability to answer questions or offer Product Recommendationsbull 200+ videos created to date with 4MM+ reachbull httpwwwyoutubecomwatchv=En5putiBDTg
Confidential32 532013
ldquoBy creating this video to thank me Dell has successfully evangelized itself hellip I will go on and on about this incident anytime someone talks to me about Dell or seeks my advice while buying a computer And so I act as an evangelist for Dell which can possibly get them more businessrdquo ndash Social Paparazzi HappyMarketercom
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential33
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential34 532013
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs
Confidential35 532013
Global Marketing
Sign up for an RSS Reader
Various options
bull Google Reader closing 731bull NetVibesbull NewsBlurbull The Old Readerbull Feedly
Confidential36 532013
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential37 532013
Global Marketing
Schedule posts via BufferAppcom
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential38
Global Marketing
Customer Experience
Social Outreach team formed in 2006
bull Tech support experts were then hand-selected for their tech problem-solving expertise and superior interpersonal skills
bull On average team addresses 3000 posts a week in 11 languages
ndash 98 resolution ratendash 45 ranters to ravers conversionndash Team proactively developing helpful
content based listening and engagements
bull Idea 7 Listen to your customers to determine relevant content needs
Confidential39 532013
Global Marketing
Increase fans amp followers
40 Confidential 532013
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential41 532013
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential42
Global Marketing
Dellrsquos CAP Days amp Social Think Tanks
Customers giving feedback on Dellrsquos business Dell facilitating topic-based discussions amp brainstorms with influencers not customers
Outside In Inside OutCustomer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Global Marketing
Measuring
44 Confidential 532013
Global Marketing45
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message delivery sentiment
recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
Planning
13 Confidential 532013
Global Marketing
Your social strategy needs as much forethought as any other business process
Confidential14 532013
1 Planning
2 Listening
3 Engaging
4 Measuring
Idea 1 Write up a plan
According to CRM industryanalyst Brent Leary
ldquoStrategic users are almost 3xs more likely to executeactivities for engaging prospectsthan informal users (53 vs 19)rdquo
Source Brent Learyrsquos Strategically Social 5 Keys to Becoming a Social Business
Global Marketing
Questions to Ask in the Planning Stage
bull What are the organizationsrsquo goalsbull What is the business planbull What is the current relationship with our customersbull 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
Confidential15 532013
I think it starts with understanding what the organizationrsquos goals arehellippart of the problem is that too many people want to jump into a Facebook ldquostrategyrdquo or a Twitter ldquostrategyrdquo ndash Shel Holtz
Source Shel Holtz httplabsopenviewpartnerscomshel-holtz-talks-content-and-social-strategies
Global Marketing
Foundation of social strategy Focus on Value Drivers
Value to Customers Value For DellSocial connections meet variety of needs across customer segments and enable customers to hellip
Social connections create potential for tangible impact against Dellrsquos key value drivers hellip
bull Retentionbull Profitability
bull Brand awarenessbull Lead generationbull Net Promoter Score
bull Supportbull Sales and marketing
bull Unique visitorsbull Visitspage views
bull Indirect RampD savings
Deepen connections based on shared interests
Express themselves
Receive exclusive rewards amp recognition
Get advice amp validation about decisions
Solve a specific problem (theirs or someone elsersquos)
Marketing Spend Efficiency
Traffic
Customer Lifetime Value
Cost Savings
Customer Insights Drive Innovation
Global Marketing
Dellrsquos social strategy
Confidential17 532013
bull Embed social in the fabric of the company deepen customer relationships as a better way to do business
bull 8000+ certified Dell team members
Global Marketing
Listening
18 Confidential
Global Marketing
Questions to Ask in the Listening Stage
Idea 3 Identify and target your community
bull Any social strategy first begins with listening to feed amp inform your strategic plan
bull Listening should be for conversations about the company product(s) category competitors and the industry
bull By listening you gain insights on what people are talking about amp how they talk about companies and products
ndash What are people saying about your brandndash What are the popular topics about your brandndash Who are the advocates detractors and influencers in your industryndash Where are the conversations happening
Confidential19 532013
Global Marketing
Dellrsquos Social Media Listening Command Center25000 posts a day
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential22 532013
Global Marketing23
Listening to conversations Twitter search
Confidential
Global Marketing24
Listening to conversations GooglecomAlerts
Confidential
Global Marketing25
Listening to conversations Socialmentioncom
Confidential
Global Marketing
Fish where the fish arehellip
26 Confidential
Global Marketing
Where Broad use social media platforms
Confidential27
Global Marketing
Letrsquos start engaginghellip
28 Confidential 532013
Global Marketing
Engagement pyramid
Confidential29 532013
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential30 532013
Global Marketing
Engagement Questions to get startedhellip
Twitterbull ReTweet relevant useful content and provide commentbull Reply promptly bull Twitter events with hashtag WPO
LinkedInbull Provide status updatebull Share business relevant content
Blogsbull Post a comment on relevant blogs
Slidesharebull Upload most recent relevant presentationbull Tweet LinkedIn Google+ that you uploaded presentation with link to share
Confidential31 532013
Global Marketing
Thanking Customers DellLove
Surprise amp delight our customers to create memorable experiencesbull Weekly videos created to thank customersbull Ability to answer questions or offer Product Recommendationsbull 200+ videos created to date with 4MM+ reachbull httpwwwyoutubecomwatchv=En5putiBDTg
Confidential32 532013
ldquoBy creating this video to thank me Dell has successfully evangelized itself hellip I will go on and on about this incident anytime someone talks to me about Dell or seeks my advice while buying a computer And so I act as an evangelist for Dell which can possibly get them more businessrdquo ndash Social Paparazzi HappyMarketercom
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential33
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential34 532013
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs
Confidential35 532013
Global Marketing
Sign up for an RSS Reader
Various options
bull Google Reader closing 731bull NetVibesbull NewsBlurbull The Old Readerbull Feedly
Confidential36 532013
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential37 532013
Global Marketing
Schedule posts via BufferAppcom
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential38
Global Marketing
Customer Experience
Social Outreach team formed in 2006
bull Tech support experts were then hand-selected for their tech problem-solving expertise and superior interpersonal skills
bull On average team addresses 3000 posts a week in 11 languages
ndash 98 resolution ratendash 45 ranters to ravers conversionndash Team proactively developing helpful
content based listening and engagements
bull Idea 7 Listen to your customers to determine relevant content needs
Confidential39 532013
Global Marketing
Increase fans amp followers
40 Confidential 532013
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential41 532013
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential42
Global Marketing
Dellrsquos CAP Days amp Social Think Tanks
Customers giving feedback on Dellrsquos business Dell facilitating topic-based discussions amp brainstorms with influencers not customers
Outside In Inside OutCustomer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Global Marketing
Measuring
44 Confidential 532013
Global Marketing45
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message delivery sentiment
recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
Your social strategy needs as much forethought as any other business process
Confidential14 532013
1 Planning
2 Listening
3 Engaging
4 Measuring
Idea 1 Write up a plan
According to CRM industryanalyst Brent Leary
ldquoStrategic users are almost 3xs more likely to executeactivities for engaging prospectsthan informal users (53 vs 19)rdquo
Source Brent Learyrsquos Strategically Social 5 Keys to Becoming a Social Business
Global Marketing
Questions to Ask in the Planning Stage
bull What are the organizationsrsquo goalsbull What is the business planbull What is the current relationship with our customersbull 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
Confidential15 532013
I think it starts with understanding what the organizationrsquos goals arehellippart of the problem is that too many people want to jump into a Facebook ldquostrategyrdquo or a Twitter ldquostrategyrdquo ndash Shel Holtz
Source Shel Holtz httplabsopenviewpartnerscomshel-holtz-talks-content-and-social-strategies
Global Marketing
Foundation of social strategy Focus on Value Drivers
Value to Customers Value For DellSocial connections meet variety of needs across customer segments and enable customers to hellip
Social connections create potential for tangible impact against Dellrsquos key value drivers hellip
bull Retentionbull Profitability
bull Brand awarenessbull Lead generationbull Net Promoter Score
bull Supportbull Sales and marketing
bull Unique visitorsbull Visitspage views
bull Indirect RampD savings
Deepen connections based on shared interests
Express themselves
Receive exclusive rewards amp recognition
Get advice amp validation about decisions
Solve a specific problem (theirs or someone elsersquos)
Marketing Spend Efficiency
Traffic
Customer Lifetime Value
Cost Savings
Customer Insights Drive Innovation
Global Marketing
Dellrsquos social strategy
Confidential17 532013
bull Embed social in the fabric of the company deepen customer relationships as a better way to do business
bull 8000+ certified Dell team members
Global Marketing
Listening
18 Confidential
Global Marketing
Questions to Ask in the Listening Stage
Idea 3 Identify and target your community
bull Any social strategy first begins with listening to feed amp inform your strategic plan
bull Listening should be for conversations about the company product(s) category competitors and the industry
bull By listening you gain insights on what people are talking about amp how they talk about companies and products
ndash What are people saying about your brandndash What are the popular topics about your brandndash Who are the advocates detractors and influencers in your industryndash Where are the conversations happening
Confidential19 532013
Global Marketing
Dellrsquos Social Media Listening Command Center25000 posts a day
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential22 532013
Global Marketing23
Listening to conversations Twitter search
Confidential
Global Marketing24
Listening to conversations GooglecomAlerts
Confidential
Global Marketing25
Listening to conversations Socialmentioncom
Confidential
Global Marketing
Fish where the fish arehellip
26 Confidential
Global Marketing
Where Broad use social media platforms
Confidential27
Global Marketing
Letrsquos start engaginghellip
28 Confidential 532013
Global Marketing
Engagement pyramid
Confidential29 532013
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential30 532013
Global Marketing
Engagement Questions to get startedhellip
Twitterbull ReTweet relevant useful content and provide commentbull Reply promptly bull Twitter events with hashtag WPO
LinkedInbull Provide status updatebull Share business relevant content
Blogsbull Post a comment on relevant blogs
Slidesharebull Upload most recent relevant presentationbull Tweet LinkedIn Google+ that you uploaded presentation with link to share
Confidential31 532013
Global Marketing
Thanking Customers DellLove
Surprise amp delight our customers to create memorable experiencesbull Weekly videos created to thank customersbull Ability to answer questions or offer Product Recommendationsbull 200+ videos created to date with 4MM+ reachbull httpwwwyoutubecomwatchv=En5putiBDTg
Confidential32 532013
ldquoBy creating this video to thank me Dell has successfully evangelized itself hellip I will go on and on about this incident anytime someone talks to me about Dell or seeks my advice while buying a computer And so I act as an evangelist for Dell which can possibly get them more businessrdquo ndash Social Paparazzi HappyMarketercom
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential33
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential34 532013
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs
Confidential35 532013
Global Marketing
Sign up for an RSS Reader
Various options
bull Google Reader closing 731bull NetVibesbull NewsBlurbull The Old Readerbull Feedly
Confidential36 532013
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential37 532013
Global Marketing
Schedule posts via BufferAppcom
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential38
Global Marketing
Customer Experience
Social Outreach team formed in 2006
bull Tech support experts were then hand-selected for their tech problem-solving expertise and superior interpersonal skills
bull On average team addresses 3000 posts a week in 11 languages
ndash 98 resolution ratendash 45 ranters to ravers conversionndash Team proactively developing helpful
content based listening and engagements
bull Idea 7 Listen to your customers to determine relevant content needs
Confidential39 532013
Global Marketing
Increase fans amp followers
40 Confidential 532013
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential41 532013
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential42
Global Marketing
Dellrsquos CAP Days amp Social Think Tanks
Customers giving feedback on Dellrsquos business Dell facilitating topic-based discussions amp brainstorms with influencers not customers
Outside In Inside OutCustomer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Global Marketing
Measuring
44 Confidential 532013
Global Marketing45
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message delivery sentiment
recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
Questions to Ask in the Planning Stage
bull What are the organizationsrsquo goalsbull What is the business planbull What is the current relationship with our customersbull 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
Confidential15 532013
I think it starts with understanding what the organizationrsquos goals arehellippart of the problem is that too many people want to jump into a Facebook ldquostrategyrdquo or a Twitter ldquostrategyrdquo ndash Shel Holtz
Source Shel Holtz httplabsopenviewpartnerscomshel-holtz-talks-content-and-social-strategies
Global Marketing
Foundation of social strategy Focus on Value Drivers
Value to Customers Value For DellSocial connections meet variety of needs across customer segments and enable customers to hellip
Social connections create potential for tangible impact against Dellrsquos key value drivers hellip
bull Retentionbull Profitability
bull Brand awarenessbull Lead generationbull Net Promoter Score
bull Supportbull Sales and marketing
bull Unique visitorsbull Visitspage views
bull Indirect RampD savings
Deepen connections based on shared interests
Express themselves
Receive exclusive rewards amp recognition
Get advice amp validation about decisions
Solve a specific problem (theirs or someone elsersquos)
Marketing Spend Efficiency
Traffic
Customer Lifetime Value
Cost Savings
Customer Insights Drive Innovation
Global Marketing
Dellrsquos social strategy
Confidential17 532013
bull Embed social in the fabric of the company deepen customer relationships as a better way to do business
bull 8000+ certified Dell team members
Global Marketing
Listening
18 Confidential
Global Marketing
Questions to Ask in the Listening Stage
Idea 3 Identify and target your community
bull Any social strategy first begins with listening to feed amp inform your strategic plan
bull Listening should be for conversations about the company product(s) category competitors and the industry
bull By listening you gain insights on what people are talking about amp how they talk about companies and products
ndash What are people saying about your brandndash What are the popular topics about your brandndash Who are the advocates detractors and influencers in your industryndash Where are the conversations happening
Confidential19 532013
Global Marketing
Dellrsquos Social Media Listening Command Center25000 posts a day
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential22 532013
Global Marketing23
Listening to conversations Twitter search
Confidential
Global Marketing24
Listening to conversations GooglecomAlerts
Confidential
Global Marketing25
Listening to conversations Socialmentioncom
Confidential
Global Marketing
Fish where the fish arehellip
26 Confidential
Global Marketing
Where Broad use social media platforms
Confidential27
Global Marketing
Letrsquos start engaginghellip
28 Confidential 532013
Global Marketing
Engagement pyramid
Confidential29 532013
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential30 532013
Global Marketing
Engagement Questions to get startedhellip
Twitterbull ReTweet relevant useful content and provide commentbull Reply promptly bull Twitter events with hashtag WPO
LinkedInbull Provide status updatebull Share business relevant content
Blogsbull Post a comment on relevant blogs
Slidesharebull Upload most recent relevant presentationbull Tweet LinkedIn Google+ that you uploaded presentation with link to share
Confidential31 532013
Global Marketing
Thanking Customers DellLove
Surprise amp delight our customers to create memorable experiencesbull Weekly videos created to thank customersbull Ability to answer questions or offer Product Recommendationsbull 200+ videos created to date with 4MM+ reachbull httpwwwyoutubecomwatchv=En5putiBDTg
Confidential32 532013
ldquoBy creating this video to thank me Dell has successfully evangelized itself hellip I will go on and on about this incident anytime someone talks to me about Dell or seeks my advice while buying a computer And so I act as an evangelist for Dell which can possibly get them more businessrdquo ndash Social Paparazzi HappyMarketercom
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential33
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential34 532013
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs
Confidential35 532013
Global Marketing
Sign up for an RSS Reader
Various options
bull Google Reader closing 731bull NetVibesbull NewsBlurbull The Old Readerbull Feedly
Confidential36 532013
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential37 532013
Global Marketing
Schedule posts via BufferAppcom
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential38
Global Marketing
Customer Experience
Social Outreach team formed in 2006
bull Tech support experts were then hand-selected for their tech problem-solving expertise and superior interpersonal skills
bull On average team addresses 3000 posts a week in 11 languages
ndash 98 resolution ratendash 45 ranters to ravers conversionndash Team proactively developing helpful
content based listening and engagements
bull Idea 7 Listen to your customers to determine relevant content needs
Confidential39 532013
Global Marketing
Increase fans amp followers
40 Confidential 532013
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential41 532013
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential42
Global Marketing
Dellrsquos CAP Days amp Social Think Tanks
Customers giving feedback on Dellrsquos business Dell facilitating topic-based discussions amp brainstorms with influencers not customers
Outside In Inside OutCustomer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Global Marketing
Measuring
44 Confidential 532013
Global Marketing45
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message delivery sentiment
recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
Foundation of social strategy Focus on Value Drivers
Value to Customers Value For DellSocial connections meet variety of needs across customer segments and enable customers to hellip
Social connections create potential for tangible impact against Dellrsquos key value drivers hellip
bull Retentionbull Profitability
bull Brand awarenessbull Lead generationbull Net Promoter Score
bull Supportbull Sales and marketing
bull Unique visitorsbull Visitspage views
bull Indirect RampD savings
Deepen connections based on shared interests
Express themselves
Receive exclusive rewards amp recognition
Get advice amp validation about decisions
Solve a specific problem (theirs or someone elsersquos)
Marketing Spend Efficiency
Traffic
Customer Lifetime Value
Cost Savings
Customer Insights Drive Innovation
Global Marketing
Dellrsquos social strategy
Confidential17 532013
bull Embed social in the fabric of the company deepen customer relationships as a better way to do business
bull 8000+ certified Dell team members
Global Marketing
Listening
18 Confidential
Global Marketing
Questions to Ask in the Listening Stage
Idea 3 Identify and target your community
bull Any social strategy first begins with listening to feed amp inform your strategic plan
bull Listening should be for conversations about the company product(s) category competitors and the industry
bull By listening you gain insights on what people are talking about amp how they talk about companies and products
ndash What are people saying about your brandndash What are the popular topics about your brandndash Who are the advocates detractors and influencers in your industryndash Where are the conversations happening
Confidential19 532013
Global Marketing
Dellrsquos Social Media Listening Command Center25000 posts a day
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential22 532013
Global Marketing23
Listening to conversations Twitter search
Confidential
Global Marketing24
Listening to conversations GooglecomAlerts
Confidential
Global Marketing25
Listening to conversations Socialmentioncom
Confidential
Global Marketing
Fish where the fish arehellip
26 Confidential
Global Marketing
Where Broad use social media platforms
Confidential27
Global Marketing
Letrsquos start engaginghellip
28 Confidential 532013
Global Marketing
Engagement pyramid
Confidential29 532013
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential30 532013
Global Marketing
Engagement Questions to get startedhellip
Twitterbull ReTweet relevant useful content and provide commentbull Reply promptly bull Twitter events with hashtag WPO
LinkedInbull Provide status updatebull Share business relevant content
Blogsbull Post a comment on relevant blogs
Slidesharebull Upload most recent relevant presentationbull Tweet LinkedIn Google+ that you uploaded presentation with link to share
Confidential31 532013
Global Marketing
Thanking Customers DellLove
Surprise amp delight our customers to create memorable experiencesbull Weekly videos created to thank customersbull Ability to answer questions or offer Product Recommendationsbull 200+ videos created to date with 4MM+ reachbull httpwwwyoutubecomwatchv=En5putiBDTg
Confidential32 532013
ldquoBy creating this video to thank me Dell has successfully evangelized itself hellip I will go on and on about this incident anytime someone talks to me about Dell or seeks my advice while buying a computer And so I act as an evangelist for Dell which can possibly get them more businessrdquo ndash Social Paparazzi HappyMarketercom
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential33
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential34 532013
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs
Confidential35 532013
Global Marketing
Sign up for an RSS Reader
Various options
bull Google Reader closing 731bull NetVibesbull NewsBlurbull The Old Readerbull Feedly
Confidential36 532013
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential37 532013
Global Marketing
Schedule posts via BufferAppcom
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential38
Global Marketing
Customer Experience
Social Outreach team formed in 2006
bull Tech support experts were then hand-selected for their tech problem-solving expertise and superior interpersonal skills
bull On average team addresses 3000 posts a week in 11 languages
ndash 98 resolution ratendash 45 ranters to ravers conversionndash Team proactively developing helpful
content based listening and engagements
bull Idea 7 Listen to your customers to determine relevant content needs
Confidential39 532013
Global Marketing
Increase fans amp followers
40 Confidential 532013
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential41 532013
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential42
Global Marketing
Dellrsquos CAP Days amp Social Think Tanks
Customers giving feedback on Dellrsquos business Dell facilitating topic-based discussions amp brainstorms with influencers not customers
Outside In Inside OutCustomer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Global Marketing
Measuring
44 Confidential 532013
Global Marketing45
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message delivery sentiment
recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
Dellrsquos social strategy
Confidential17 532013
bull Embed social in the fabric of the company deepen customer relationships as a better way to do business
bull 8000+ certified Dell team members
Global Marketing
Listening
18 Confidential
Global Marketing
Questions to Ask in the Listening Stage
Idea 3 Identify and target your community
bull Any social strategy first begins with listening to feed amp inform your strategic plan
bull Listening should be for conversations about the company product(s) category competitors and the industry
bull By listening you gain insights on what people are talking about amp how they talk about companies and products
ndash What are people saying about your brandndash What are the popular topics about your brandndash Who are the advocates detractors and influencers in your industryndash Where are the conversations happening
Confidential19 532013
Global Marketing
Dellrsquos Social Media Listening Command Center25000 posts a day
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential22 532013
Global Marketing23
Listening to conversations Twitter search
Confidential
Global Marketing24
Listening to conversations GooglecomAlerts
Confidential
Global Marketing25
Listening to conversations Socialmentioncom
Confidential
Global Marketing
Fish where the fish arehellip
26 Confidential
Global Marketing
Where Broad use social media platforms
Confidential27
Global Marketing
Letrsquos start engaginghellip
28 Confidential 532013
Global Marketing
Engagement pyramid
Confidential29 532013
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential30 532013
Global Marketing
Engagement Questions to get startedhellip
Twitterbull ReTweet relevant useful content and provide commentbull Reply promptly bull Twitter events with hashtag WPO
LinkedInbull Provide status updatebull Share business relevant content
Blogsbull Post a comment on relevant blogs
Slidesharebull Upload most recent relevant presentationbull Tweet LinkedIn Google+ that you uploaded presentation with link to share
Confidential31 532013
Global Marketing
Thanking Customers DellLove
Surprise amp delight our customers to create memorable experiencesbull Weekly videos created to thank customersbull Ability to answer questions or offer Product Recommendationsbull 200+ videos created to date with 4MM+ reachbull httpwwwyoutubecomwatchv=En5putiBDTg
Confidential32 532013
ldquoBy creating this video to thank me Dell has successfully evangelized itself hellip I will go on and on about this incident anytime someone talks to me about Dell or seeks my advice while buying a computer And so I act as an evangelist for Dell which can possibly get them more businessrdquo ndash Social Paparazzi HappyMarketercom
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential33
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential34 532013
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs
Confidential35 532013
Global Marketing
Sign up for an RSS Reader
Various options
bull Google Reader closing 731bull NetVibesbull NewsBlurbull The Old Readerbull Feedly
Confidential36 532013
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential37 532013
Global Marketing
Schedule posts via BufferAppcom
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential38
Global Marketing
Customer Experience
Social Outreach team formed in 2006
bull Tech support experts were then hand-selected for their tech problem-solving expertise and superior interpersonal skills
bull On average team addresses 3000 posts a week in 11 languages
ndash 98 resolution ratendash 45 ranters to ravers conversionndash Team proactively developing helpful
content based listening and engagements
bull Idea 7 Listen to your customers to determine relevant content needs
Confidential39 532013
Global Marketing
Increase fans amp followers
40 Confidential 532013
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential41 532013
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential42
Global Marketing
Dellrsquos CAP Days amp Social Think Tanks
Customers giving feedback on Dellrsquos business Dell facilitating topic-based discussions amp brainstorms with influencers not customers
Outside In Inside OutCustomer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Global Marketing
Measuring
44 Confidential 532013
Global Marketing45
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message delivery sentiment
recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
Listening
18 Confidential
Global Marketing
Questions to Ask in the Listening Stage
Idea 3 Identify and target your community
bull Any social strategy first begins with listening to feed amp inform your strategic plan
bull Listening should be for conversations about the company product(s) category competitors and the industry
bull By listening you gain insights on what people are talking about amp how they talk about companies and products
ndash What are people saying about your brandndash What are the popular topics about your brandndash Who are the advocates detractors and influencers in your industryndash Where are the conversations happening
Confidential19 532013
Global Marketing
Dellrsquos Social Media Listening Command Center25000 posts a day
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential22 532013
Global Marketing23
Listening to conversations Twitter search
Confidential
Global Marketing24
Listening to conversations GooglecomAlerts
Confidential
Global Marketing25
Listening to conversations Socialmentioncom
Confidential
Global Marketing
Fish where the fish arehellip
26 Confidential
Global Marketing
Where Broad use social media platforms
Confidential27
Global Marketing
Letrsquos start engaginghellip
28 Confidential 532013
Global Marketing
Engagement pyramid
Confidential29 532013
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential30 532013
Global Marketing
Engagement Questions to get startedhellip
Twitterbull ReTweet relevant useful content and provide commentbull Reply promptly bull Twitter events with hashtag WPO
LinkedInbull Provide status updatebull Share business relevant content
Blogsbull Post a comment on relevant blogs
Slidesharebull Upload most recent relevant presentationbull Tweet LinkedIn Google+ that you uploaded presentation with link to share
Confidential31 532013
Global Marketing
Thanking Customers DellLove
Surprise amp delight our customers to create memorable experiencesbull Weekly videos created to thank customersbull Ability to answer questions or offer Product Recommendationsbull 200+ videos created to date with 4MM+ reachbull httpwwwyoutubecomwatchv=En5putiBDTg
Confidential32 532013
ldquoBy creating this video to thank me Dell has successfully evangelized itself hellip I will go on and on about this incident anytime someone talks to me about Dell or seeks my advice while buying a computer And so I act as an evangelist for Dell which can possibly get them more businessrdquo ndash Social Paparazzi HappyMarketercom
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential33
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential34 532013
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs
Confidential35 532013
Global Marketing
Sign up for an RSS Reader
Various options
bull Google Reader closing 731bull NetVibesbull NewsBlurbull The Old Readerbull Feedly
Confidential36 532013
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential37 532013
Global Marketing
Schedule posts via BufferAppcom
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential38
Global Marketing
Customer Experience
Social Outreach team formed in 2006
bull Tech support experts were then hand-selected for their tech problem-solving expertise and superior interpersonal skills
bull On average team addresses 3000 posts a week in 11 languages
ndash 98 resolution ratendash 45 ranters to ravers conversionndash Team proactively developing helpful
content based listening and engagements
bull Idea 7 Listen to your customers to determine relevant content needs
Confidential39 532013
Global Marketing
Increase fans amp followers
40 Confidential 532013
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential41 532013
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential42
Global Marketing
Dellrsquos CAP Days amp Social Think Tanks
Customers giving feedback on Dellrsquos business Dell facilitating topic-based discussions amp brainstorms with influencers not customers
Outside In Inside OutCustomer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Global Marketing
Measuring
44 Confidential 532013
Global Marketing45
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message delivery sentiment
recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
Questions to Ask in the Listening Stage
Idea 3 Identify and target your community
bull Any social strategy first begins with listening to feed amp inform your strategic plan
bull Listening should be for conversations about the company product(s) category competitors and the industry
bull By listening you gain insights on what people are talking about amp how they talk about companies and products
ndash What are people saying about your brandndash What are the popular topics about your brandndash Who are the advocates detractors and influencers in your industryndash Where are the conversations happening
Confidential19 532013
Global Marketing
Dellrsquos Social Media Listening Command Center25000 posts a day
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential22 532013
Global Marketing23
Listening to conversations Twitter search
Confidential
Global Marketing24
Listening to conversations GooglecomAlerts
Confidential
Global Marketing25
Listening to conversations Socialmentioncom
Confidential
Global Marketing
Fish where the fish arehellip
26 Confidential
Global Marketing
Where Broad use social media platforms
Confidential27
Global Marketing
Letrsquos start engaginghellip
28 Confidential 532013
Global Marketing
Engagement pyramid
Confidential29 532013
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential30 532013
Global Marketing
Engagement Questions to get startedhellip
Twitterbull ReTweet relevant useful content and provide commentbull Reply promptly bull Twitter events with hashtag WPO
LinkedInbull Provide status updatebull Share business relevant content
Blogsbull Post a comment on relevant blogs
Slidesharebull Upload most recent relevant presentationbull Tweet LinkedIn Google+ that you uploaded presentation with link to share
Confidential31 532013
Global Marketing
Thanking Customers DellLove
Surprise amp delight our customers to create memorable experiencesbull Weekly videos created to thank customersbull Ability to answer questions or offer Product Recommendationsbull 200+ videos created to date with 4MM+ reachbull httpwwwyoutubecomwatchv=En5putiBDTg
Confidential32 532013
ldquoBy creating this video to thank me Dell has successfully evangelized itself hellip I will go on and on about this incident anytime someone talks to me about Dell or seeks my advice while buying a computer And so I act as an evangelist for Dell which can possibly get them more businessrdquo ndash Social Paparazzi HappyMarketercom
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential33
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential34 532013
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs
Confidential35 532013
Global Marketing
Sign up for an RSS Reader
Various options
bull Google Reader closing 731bull NetVibesbull NewsBlurbull The Old Readerbull Feedly
Confidential36 532013
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential37 532013
Global Marketing
Schedule posts via BufferAppcom
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential38
Global Marketing
Customer Experience
Social Outreach team formed in 2006
bull Tech support experts were then hand-selected for their tech problem-solving expertise and superior interpersonal skills
bull On average team addresses 3000 posts a week in 11 languages
ndash 98 resolution ratendash 45 ranters to ravers conversionndash Team proactively developing helpful
content based listening and engagements
bull Idea 7 Listen to your customers to determine relevant content needs
Confidential39 532013
Global Marketing
Increase fans amp followers
40 Confidential 532013
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential41 532013
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential42
Global Marketing
Dellrsquos CAP Days amp Social Think Tanks
Customers giving feedback on Dellrsquos business Dell facilitating topic-based discussions amp brainstorms with influencers not customers
Outside In Inside OutCustomer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Global Marketing
Measuring
44 Confidential 532013
Global Marketing45
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message delivery sentiment
recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
Dellrsquos Social Media Listening Command Center25000 posts a day
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential22 532013
Global Marketing23
Listening to conversations Twitter search
Confidential
Global Marketing24
Listening to conversations GooglecomAlerts
Confidential
Global Marketing25
Listening to conversations Socialmentioncom
Confidential
Global Marketing
Fish where the fish arehellip
26 Confidential
Global Marketing
Where Broad use social media platforms
Confidential27
Global Marketing
Letrsquos start engaginghellip
28 Confidential 532013
Global Marketing
Engagement pyramid
Confidential29 532013
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential30 532013
Global Marketing
Engagement Questions to get startedhellip
Twitterbull ReTweet relevant useful content and provide commentbull Reply promptly bull Twitter events with hashtag WPO
LinkedInbull Provide status updatebull Share business relevant content
Blogsbull Post a comment on relevant blogs
Slidesharebull Upload most recent relevant presentationbull Tweet LinkedIn Google+ that you uploaded presentation with link to share
Confidential31 532013
Global Marketing
Thanking Customers DellLove
Surprise amp delight our customers to create memorable experiencesbull Weekly videos created to thank customersbull Ability to answer questions or offer Product Recommendationsbull 200+ videos created to date with 4MM+ reachbull httpwwwyoutubecomwatchv=En5putiBDTg
Confidential32 532013
ldquoBy creating this video to thank me Dell has successfully evangelized itself hellip I will go on and on about this incident anytime someone talks to me about Dell or seeks my advice while buying a computer And so I act as an evangelist for Dell which can possibly get them more businessrdquo ndash Social Paparazzi HappyMarketercom
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential33
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential34 532013
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs
Confidential35 532013
Global Marketing
Sign up for an RSS Reader
Various options
bull Google Reader closing 731bull NetVibesbull NewsBlurbull The Old Readerbull Feedly
Confidential36 532013
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential37 532013
Global Marketing
Schedule posts via BufferAppcom
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential38
Global Marketing
Customer Experience
Social Outreach team formed in 2006
bull Tech support experts were then hand-selected for their tech problem-solving expertise and superior interpersonal skills
bull On average team addresses 3000 posts a week in 11 languages
ndash 98 resolution ratendash 45 ranters to ravers conversionndash Team proactively developing helpful
content based listening and engagements
bull Idea 7 Listen to your customers to determine relevant content needs
Confidential39 532013
Global Marketing
Increase fans amp followers
40 Confidential 532013
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential41 532013
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential42
Global Marketing
Dellrsquos CAP Days amp Social Think Tanks
Customers giving feedback on Dellrsquos business Dell facilitating topic-based discussions amp brainstorms with influencers not customers
Outside In Inside OutCustomer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Global Marketing
Measuring
44 Confidential 532013
Global Marketing45
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message delivery sentiment
recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential22 532013
Global Marketing23
Listening to conversations Twitter search
Confidential
Global Marketing24
Listening to conversations GooglecomAlerts
Confidential
Global Marketing25
Listening to conversations Socialmentioncom
Confidential
Global Marketing
Fish where the fish arehellip
26 Confidential
Global Marketing
Where Broad use social media platforms
Confidential27
Global Marketing
Letrsquos start engaginghellip
28 Confidential 532013
Global Marketing
Engagement pyramid
Confidential29 532013
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential30 532013
Global Marketing
Engagement Questions to get startedhellip
Twitterbull ReTweet relevant useful content and provide commentbull Reply promptly bull Twitter events with hashtag WPO
LinkedInbull Provide status updatebull Share business relevant content
Blogsbull Post a comment on relevant blogs
Slidesharebull Upload most recent relevant presentationbull Tweet LinkedIn Google+ that you uploaded presentation with link to share
Confidential31 532013
Global Marketing
Thanking Customers DellLove
Surprise amp delight our customers to create memorable experiencesbull Weekly videos created to thank customersbull Ability to answer questions or offer Product Recommendationsbull 200+ videos created to date with 4MM+ reachbull httpwwwyoutubecomwatchv=En5putiBDTg
Confidential32 532013
ldquoBy creating this video to thank me Dell has successfully evangelized itself hellip I will go on and on about this incident anytime someone talks to me about Dell or seeks my advice while buying a computer And so I act as an evangelist for Dell which can possibly get them more businessrdquo ndash Social Paparazzi HappyMarketercom
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential33
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential34 532013
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs
Confidential35 532013
Global Marketing
Sign up for an RSS Reader
Various options
bull Google Reader closing 731bull NetVibesbull NewsBlurbull The Old Readerbull Feedly
Confidential36 532013
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential37 532013
Global Marketing
Schedule posts via BufferAppcom
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential38
Global Marketing
Customer Experience
Social Outreach team formed in 2006
bull Tech support experts were then hand-selected for their tech problem-solving expertise and superior interpersonal skills
bull On average team addresses 3000 posts a week in 11 languages
ndash 98 resolution ratendash 45 ranters to ravers conversionndash Team proactively developing helpful
content based listening and engagements
bull Idea 7 Listen to your customers to determine relevant content needs
Confidential39 532013
Global Marketing
Increase fans amp followers
40 Confidential 532013
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential41 532013
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential42
Global Marketing
Dellrsquos CAP Days amp Social Think Tanks
Customers giving feedback on Dellrsquos business Dell facilitating topic-based discussions amp brainstorms with influencers not customers
Outside In Inside OutCustomer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Global Marketing
Measuring
44 Confidential 532013
Global Marketing45
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message delivery sentiment
recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing23
Listening to conversations Twitter search
Confidential
Global Marketing24
Listening to conversations GooglecomAlerts
Confidential
Global Marketing25
Listening to conversations Socialmentioncom
Confidential
Global Marketing
Fish where the fish arehellip
26 Confidential
Global Marketing
Where Broad use social media platforms
Confidential27
Global Marketing
Letrsquos start engaginghellip
28 Confidential 532013
Global Marketing
Engagement pyramid
Confidential29 532013
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential30 532013
Global Marketing
Engagement Questions to get startedhellip
Twitterbull ReTweet relevant useful content and provide commentbull Reply promptly bull Twitter events with hashtag WPO
LinkedInbull Provide status updatebull Share business relevant content
Blogsbull Post a comment on relevant blogs
Slidesharebull Upload most recent relevant presentationbull Tweet LinkedIn Google+ that you uploaded presentation with link to share
Confidential31 532013
Global Marketing
Thanking Customers DellLove
Surprise amp delight our customers to create memorable experiencesbull Weekly videos created to thank customersbull Ability to answer questions or offer Product Recommendationsbull 200+ videos created to date with 4MM+ reachbull httpwwwyoutubecomwatchv=En5putiBDTg
Confidential32 532013
ldquoBy creating this video to thank me Dell has successfully evangelized itself hellip I will go on and on about this incident anytime someone talks to me about Dell or seeks my advice while buying a computer And so I act as an evangelist for Dell which can possibly get them more businessrdquo ndash Social Paparazzi HappyMarketercom
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential33
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential34 532013
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs
Confidential35 532013
Global Marketing
Sign up for an RSS Reader
Various options
bull Google Reader closing 731bull NetVibesbull NewsBlurbull The Old Readerbull Feedly
Confidential36 532013
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential37 532013
Global Marketing
Schedule posts via BufferAppcom
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential38
Global Marketing
Customer Experience
Social Outreach team formed in 2006
bull Tech support experts were then hand-selected for their tech problem-solving expertise and superior interpersonal skills
bull On average team addresses 3000 posts a week in 11 languages
ndash 98 resolution ratendash 45 ranters to ravers conversionndash Team proactively developing helpful
content based listening and engagements
bull Idea 7 Listen to your customers to determine relevant content needs
Confidential39 532013
Global Marketing
Increase fans amp followers
40 Confidential 532013
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential41 532013
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential42
Global Marketing
Dellrsquos CAP Days amp Social Think Tanks
Customers giving feedback on Dellrsquos business Dell facilitating topic-based discussions amp brainstorms with influencers not customers
Outside In Inside OutCustomer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Global Marketing
Measuring
44 Confidential 532013
Global Marketing45
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message delivery sentiment
recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing24
Listening to conversations GooglecomAlerts
Confidential
Global Marketing25
Listening to conversations Socialmentioncom
Confidential
Global Marketing
Fish where the fish arehellip
26 Confidential
Global Marketing
Where Broad use social media platforms
Confidential27
Global Marketing
Letrsquos start engaginghellip
28 Confidential 532013
Global Marketing
Engagement pyramid
Confidential29 532013
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential30 532013
Global Marketing
Engagement Questions to get startedhellip
Twitterbull ReTweet relevant useful content and provide commentbull Reply promptly bull Twitter events with hashtag WPO
LinkedInbull Provide status updatebull Share business relevant content
Blogsbull Post a comment on relevant blogs
Slidesharebull Upload most recent relevant presentationbull Tweet LinkedIn Google+ that you uploaded presentation with link to share
Confidential31 532013
Global Marketing
Thanking Customers DellLove
Surprise amp delight our customers to create memorable experiencesbull Weekly videos created to thank customersbull Ability to answer questions or offer Product Recommendationsbull 200+ videos created to date with 4MM+ reachbull httpwwwyoutubecomwatchv=En5putiBDTg
Confidential32 532013
ldquoBy creating this video to thank me Dell has successfully evangelized itself hellip I will go on and on about this incident anytime someone talks to me about Dell or seeks my advice while buying a computer And so I act as an evangelist for Dell which can possibly get them more businessrdquo ndash Social Paparazzi HappyMarketercom
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential33
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential34 532013
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs
Confidential35 532013
Global Marketing
Sign up for an RSS Reader
Various options
bull Google Reader closing 731bull NetVibesbull NewsBlurbull The Old Readerbull Feedly
Confidential36 532013
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential37 532013
Global Marketing
Schedule posts via BufferAppcom
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential38
Global Marketing
Customer Experience
Social Outreach team formed in 2006
bull Tech support experts were then hand-selected for their tech problem-solving expertise and superior interpersonal skills
bull On average team addresses 3000 posts a week in 11 languages
ndash 98 resolution ratendash 45 ranters to ravers conversionndash Team proactively developing helpful
content based listening and engagements
bull Idea 7 Listen to your customers to determine relevant content needs
Confidential39 532013
Global Marketing
Increase fans amp followers
40 Confidential 532013
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential41 532013
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential42
Global Marketing
Dellrsquos CAP Days amp Social Think Tanks
Customers giving feedback on Dellrsquos business Dell facilitating topic-based discussions amp brainstorms with influencers not customers
Outside In Inside OutCustomer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Global Marketing
Measuring
44 Confidential 532013
Global Marketing45
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message delivery sentiment
recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing25
Listening to conversations Socialmentioncom
Confidential
Global Marketing
Fish where the fish arehellip
26 Confidential
Global Marketing
Where Broad use social media platforms
Confidential27
Global Marketing
Letrsquos start engaginghellip
28 Confidential 532013
Global Marketing
Engagement pyramid
Confidential29 532013
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential30 532013
Global Marketing
Engagement Questions to get startedhellip
Twitterbull ReTweet relevant useful content and provide commentbull Reply promptly bull Twitter events with hashtag WPO
LinkedInbull Provide status updatebull Share business relevant content
Blogsbull Post a comment on relevant blogs
Slidesharebull Upload most recent relevant presentationbull Tweet LinkedIn Google+ that you uploaded presentation with link to share
Confidential31 532013
Global Marketing
Thanking Customers DellLove
Surprise amp delight our customers to create memorable experiencesbull Weekly videos created to thank customersbull Ability to answer questions or offer Product Recommendationsbull 200+ videos created to date with 4MM+ reachbull httpwwwyoutubecomwatchv=En5putiBDTg
Confidential32 532013
ldquoBy creating this video to thank me Dell has successfully evangelized itself hellip I will go on and on about this incident anytime someone talks to me about Dell or seeks my advice while buying a computer And so I act as an evangelist for Dell which can possibly get them more businessrdquo ndash Social Paparazzi HappyMarketercom
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential33
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential34 532013
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs
Confidential35 532013
Global Marketing
Sign up for an RSS Reader
Various options
bull Google Reader closing 731bull NetVibesbull NewsBlurbull The Old Readerbull Feedly
Confidential36 532013
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential37 532013
Global Marketing
Schedule posts via BufferAppcom
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential38
Global Marketing
Customer Experience
Social Outreach team formed in 2006
bull Tech support experts were then hand-selected for their tech problem-solving expertise and superior interpersonal skills
bull On average team addresses 3000 posts a week in 11 languages
ndash 98 resolution ratendash 45 ranters to ravers conversionndash Team proactively developing helpful
content based listening and engagements
bull Idea 7 Listen to your customers to determine relevant content needs
Confidential39 532013
Global Marketing
Increase fans amp followers
40 Confidential 532013
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential41 532013
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential42
Global Marketing
Dellrsquos CAP Days amp Social Think Tanks
Customers giving feedback on Dellrsquos business Dell facilitating topic-based discussions amp brainstorms with influencers not customers
Outside In Inside OutCustomer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Global Marketing
Measuring
44 Confidential 532013
Global Marketing45
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message delivery sentiment
recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
Fish where the fish arehellip
26 Confidential
Global Marketing
Where Broad use social media platforms
Confidential27
Global Marketing
Letrsquos start engaginghellip
28 Confidential 532013
Global Marketing
Engagement pyramid
Confidential29 532013
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential30 532013
Global Marketing
Engagement Questions to get startedhellip
Twitterbull ReTweet relevant useful content and provide commentbull Reply promptly bull Twitter events with hashtag WPO
LinkedInbull Provide status updatebull Share business relevant content
Blogsbull Post a comment on relevant blogs
Slidesharebull Upload most recent relevant presentationbull Tweet LinkedIn Google+ that you uploaded presentation with link to share
Confidential31 532013
Global Marketing
Thanking Customers DellLove
Surprise amp delight our customers to create memorable experiencesbull Weekly videos created to thank customersbull Ability to answer questions or offer Product Recommendationsbull 200+ videos created to date with 4MM+ reachbull httpwwwyoutubecomwatchv=En5putiBDTg
Confidential32 532013
ldquoBy creating this video to thank me Dell has successfully evangelized itself hellip I will go on and on about this incident anytime someone talks to me about Dell or seeks my advice while buying a computer And so I act as an evangelist for Dell which can possibly get them more businessrdquo ndash Social Paparazzi HappyMarketercom
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential33
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential34 532013
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs
Confidential35 532013
Global Marketing
Sign up for an RSS Reader
Various options
bull Google Reader closing 731bull NetVibesbull NewsBlurbull The Old Readerbull Feedly
Confidential36 532013
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential37 532013
Global Marketing
Schedule posts via BufferAppcom
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential38
Global Marketing
Customer Experience
Social Outreach team formed in 2006
bull Tech support experts were then hand-selected for their tech problem-solving expertise and superior interpersonal skills
bull On average team addresses 3000 posts a week in 11 languages
ndash 98 resolution ratendash 45 ranters to ravers conversionndash Team proactively developing helpful
content based listening and engagements
bull Idea 7 Listen to your customers to determine relevant content needs
Confidential39 532013
Global Marketing
Increase fans amp followers
40 Confidential 532013
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential41 532013
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential42
Global Marketing
Dellrsquos CAP Days amp Social Think Tanks
Customers giving feedback on Dellrsquos business Dell facilitating topic-based discussions amp brainstorms with influencers not customers
Outside In Inside OutCustomer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Global Marketing
Measuring
44 Confidential 532013
Global Marketing45
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message delivery sentiment
recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
Where Broad use social media platforms
Confidential27
Global Marketing
Letrsquos start engaginghellip
28 Confidential 532013
Global Marketing
Engagement pyramid
Confidential29 532013
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential30 532013
Global Marketing
Engagement Questions to get startedhellip
Twitterbull ReTweet relevant useful content and provide commentbull Reply promptly bull Twitter events with hashtag WPO
LinkedInbull Provide status updatebull Share business relevant content
Blogsbull Post a comment on relevant blogs
Slidesharebull Upload most recent relevant presentationbull Tweet LinkedIn Google+ that you uploaded presentation with link to share
Confidential31 532013
Global Marketing
Thanking Customers DellLove
Surprise amp delight our customers to create memorable experiencesbull Weekly videos created to thank customersbull Ability to answer questions or offer Product Recommendationsbull 200+ videos created to date with 4MM+ reachbull httpwwwyoutubecomwatchv=En5putiBDTg
Confidential32 532013
ldquoBy creating this video to thank me Dell has successfully evangelized itself hellip I will go on and on about this incident anytime someone talks to me about Dell or seeks my advice while buying a computer And so I act as an evangelist for Dell which can possibly get them more businessrdquo ndash Social Paparazzi HappyMarketercom
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential33
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential34 532013
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs
Confidential35 532013
Global Marketing
Sign up for an RSS Reader
Various options
bull Google Reader closing 731bull NetVibesbull NewsBlurbull The Old Readerbull Feedly
Confidential36 532013
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential37 532013
Global Marketing
Schedule posts via BufferAppcom
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential38
Global Marketing
Customer Experience
Social Outreach team formed in 2006
bull Tech support experts were then hand-selected for their tech problem-solving expertise and superior interpersonal skills
bull On average team addresses 3000 posts a week in 11 languages
ndash 98 resolution ratendash 45 ranters to ravers conversionndash Team proactively developing helpful
content based listening and engagements
bull Idea 7 Listen to your customers to determine relevant content needs
Confidential39 532013
Global Marketing
Increase fans amp followers
40 Confidential 532013
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential41 532013
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential42
Global Marketing
Dellrsquos CAP Days amp Social Think Tanks
Customers giving feedback on Dellrsquos business Dell facilitating topic-based discussions amp brainstorms with influencers not customers
Outside In Inside OutCustomer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Global Marketing
Measuring
44 Confidential 532013
Global Marketing45
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message delivery sentiment
recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
Letrsquos start engaginghellip
28 Confidential 532013
Global Marketing
Engagement pyramid
Confidential29 532013
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential30 532013
Global Marketing
Engagement Questions to get startedhellip
Twitterbull ReTweet relevant useful content and provide commentbull Reply promptly bull Twitter events with hashtag WPO
LinkedInbull Provide status updatebull Share business relevant content
Blogsbull Post a comment on relevant blogs
Slidesharebull Upload most recent relevant presentationbull Tweet LinkedIn Google+ that you uploaded presentation with link to share
Confidential31 532013
Global Marketing
Thanking Customers DellLove
Surprise amp delight our customers to create memorable experiencesbull Weekly videos created to thank customersbull Ability to answer questions or offer Product Recommendationsbull 200+ videos created to date with 4MM+ reachbull httpwwwyoutubecomwatchv=En5putiBDTg
Confidential32 532013
ldquoBy creating this video to thank me Dell has successfully evangelized itself hellip I will go on and on about this incident anytime someone talks to me about Dell or seeks my advice while buying a computer And so I act as an evangelist for Dell which can possibly get them more businessrdquo ndash Social Paparazzi HappyMarketercom
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential33
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential34 532013
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs
Confidential35 532013
Global Marketing
Sign up for an RSS Reader
Various options
bull Google Reader closing 731bull NetVibesbull NewsBlurbull The Old Readerbull Feedly
Confidential36 532013
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential37 532013
Global Marketing
Schedule posts via BufferAppcom
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential38
Global Marketing
Customer Experience
Social Outreach team formed in 2006
bull Tech support experts were then hand-selected for their tech problem-solving expertise and superior interpersonal skills
bull On average team addresses 3000 posts a week in 11 languages
ndash 98 resolution ratendash 45 ranters to ravers conversionndash Team proactively developing helpful
content based listening and engagements
bull Idea 7 Listen to your customers to determine relevant content needs
Confidential39 532013
Global Marketing
Increase fans amp followers
40 Confidential 532013
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential41 532013
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential42
Global Marketing
Dellrsquos CAP Days amp Social Think Tanks
Customers giving feedback on Dellrsquos business Dell facilitating topic-based discussions amp brainstorms with influencers not customers
Outside In Inside OutCustomer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Global Marketing
Measuring
44 Confidential 532013
Global Marketing45
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message delivery sentiment
recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
Engagement pyramid
Confidential29 532013
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential30 532013
Global Marketing
Engagement Questions to get startedhellip
Twitterbull ReTweet relevant useful content and provide commentbull Reply promptly bull Twitter events with hashtag WPO
LinkedInbull Provide status updatebull Share business relevant content
Blogsbull Post a comment on relevant blogs
Slidesharebull Upload most recent relevant presentationbull Tweet LinkedIn Google+ that you uploaded presentation with link to share
Confidential31 532013
Global Marketing
Thanking Customers DellLove
Surprise amp delight our customers to create memorable experiencesbull Weekly videos created to thank customersbull Ability to answer questions or offer Product Recommendationsbull 200+ videos created to date with 4MM+ reachbull httpwwwyoutubecomwatchv=En5putiBDTg
Confidential32 532013
ldquoBy creating this video to thank me Dell has successfully evangelized itself hellip I will go on and on about this incident anytime someone talks to me about Dell or seeks my advice while buying a computer And so I act as an evangelist for Dell which can possibly get them more businessrdquo ndash Social Paparazzi HappyMarketercom
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential33
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential34 532013
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs
Confidential35 532013
Global Marketing
Sign up for an RSS Reader
Various options
bull Google Reader closing 731bull NetVibesbull NewsBlurbull The Old Readerbull Feedly
Confidential36 532013
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential37 532013
Global Marketing
Schedule posts via BufferAppcom
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential38
Global Marketing
Customer Experience
Social Outreach team formed in 2006
bull Tech support experts were then hand-selected for their tech problem-solving expertise and superior interpersonal skills
bull On average team addresses 3000 posts a week in 11 languages
ndash 98 resolution ratendash 45 ranters to ravers conversionndash Team proactively developing helpful
content based listening and engagements
bull Idea 7 Listen to your customers to determine relevant content needs
Confidential39 532013
Global Marketing
Increase fans amp followers
40 Confidential 532013
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential41 532013
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential42
Global Marketing
Dellrsquos CAP Days amp Social Think Tanks
Customers giving feedback on Dellrsquos business Dell facilitating topic-based discussions amp brainstorms with influencers not customers
Outside In Inside OutCustomer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Global Marketing
Measuring
44 Confidential 532013
Global Marketing45
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message delivery sentiment
recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential30 532013
Global Marketing
Engagement Questions to get startedhellip
Twitterbull ReTweet relevant useful content and provide commentbull Reply promptly bull Twitter events with hashtag WPO
LinkedInbull Provide status updatebull Share business relevant content
Blogsbull Post a comment on relevant blogs
Slidesharebull Upload most recent relevant presentationbull Tweet LinkedIn Google+ that you uploaded presentation with link to share
Confidential31 532013
Global Marketing
Thanking Customers DellLove
Surprise amp delight our customers to create memorable experiencesbull Weekly videos created to thank customersbull Ability to answer questions or offer Product Recommendationsbull 200+ videos created to date with 4MM+ reachbull httpwwwyoutubecomwatchv=En5putiBDTg
Confidential32 532013
ldquoBy creating this video to thank me Dell has successfully evangelized itself hellip I will go on and on about this incident anytime someone talks to me about Dell or seeks my advice while buying a computer And so I act as an evangelist for Dell which can possibly get them more businessrdquo ndash Social Paparazzi HappyMarketercom
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential33
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential34 532013
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs
Confidential35 532013
Global Marketing
Sign up for an RSS Reader
Various options
bull Google Reader closing 731bull NetVibesbull NewsBlurbull The Old Readerbull Feedly
Confidential36 532013
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential37 532013
Global Marketing
Schedule posts via BufferAppcom
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential38
Global Marketing
Customer Experience
Social Outreach team formed in 2006
bull Tech support experts were then hand-selected for their tech problem-solving expertise and superior interpersonal skills
bull On average team addresses 3000 posts a week in 11 languages
ndash 98 resolution ratendash 45 ranters to ravers conversionndash Team proactively developing helpful
content based listening and engagements
bull Idea 7 Listen to your customers to determine relevant content needs
Confidential39 532013
Global Marketing
Increase fans amp followers
40 Confidential 532013
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential41 532013
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential42
Global Marketing
Dellrsquos CAP Days amp Social Think Tanks
Customers giving feedback on Dellrsquos business Dell facilitating topic-based discussions amp brainstorms with influencers not customers
Outside In Inside OutCustomer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Global Marketing
Measuring
44 Confidential 532013
Global Marketing45
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message delivery sentiment
recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
Engagement Questions to get startedhellip
Twitterbull ReTweet relevant useful content and provide commentbull Reply promptly bull Twitter events with hashtag WPO
LinkedInbull Provide status updatebull Share business relevant content
Blogsbull Post a comment on relevant blogs
Slidesharebull Upload most recent relevant presentationbull Tweet LinkedIn Google+ that you uploaded presentation with link to share
Confidential31 532013
Global Marketing
Thanking Customers DellLove
Surprise amp delight our customers to create memorable experiencesbull Weekly videos created to thank customersbull Ability to answer questions or offer Product Recommendationsbull 200+ videos created to date with 4MM+ reachbull httpwwwyoutubecomwatchv=En5putiBDTg
Confidential32 532013
ldquoBy creating this video to thank me Dell has successfully evangelized itself hellip I will go on and on about this incident anytime someone talks to me about Dell or seeks my advice while buying a computer And so I act as an evangelist for Dell which can possibly get them more businessrdquo ndash Social Paparazzi HappyMarketercom
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential33
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential34 532013
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs
Confidential35 532013
Global Marketing
Sign up for an RSS Reader
Various options
bull Google Reader closing 731bull NetVibesbull NewsBlurbull The Old Readerbull Feedly
Confidential36 532013
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential37 532013
Global Marketing
Schedule posts via BufferAppcom
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential38
Global Marketing
Customer Experience
Social Outreach team formed in 2006
bull Tech support experts were then hand-selected for their tech problem-solving expertise and superior interpersonal skills
bull On average team addresses 3000 posts a week in 11 languages
ndash 98 resolution ratendash 45 ranters to ravers conversionndash Team proactively developing helpful
content based listening and engagements
bull Idea 7 Listen to your customers to determine relevant content needs
Confidential39 532013
Global Marketing
Increase fans amp followers
40 Confidential 532013
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential41 532013
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential42
Global Marketing
Dellrsquos CAP Days amp Social Think Tanks
Customers giving feedback on Dellrsquos business Dell facilitating topic-based discussions amp brainstorms with influencers not customers
Outside In Inside OutCustomer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Global Marketing
Measuring
44 Confidential 532013
Global Marketing45
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message delivery sentiment
recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
Thanking Customers DellLove
Surprise amp delight our customers to create memorable experiencesbull Weekly videos created to thank customersbull Ability to answer questions or offer Product Recommendationsbull 200+ videos created to date with 4MM+ reachbull httpwwwyoutubecomwatchv=En5putiBDTg
Confidential32 532013
ldquoBy creating this video to thank me Dell has successfully evangelized itself hellip I will go on and on about this incident anytime someone talks to me about Dell or seeks my advice while buying a computer And so I act as an evangelist for Dell which can possibly get them more businessrdquo ndash Social Paparazzi HappyMarketercom
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential33
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential34 532013
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs
Confidential35 532013
Global Marketing
Sign up for an RSS Reader
Various options
bull Google Reader closing 731bull NetVibesbull NewsBlurbull The Old Readerbull Feedly
Confidential36 532013
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential37 532013
Global Marketing
Schedule posts via BufferAppcom
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential38
Global Marketing
Customer Experience
Social Outreach team formed in 2006
bull Tech support experts were then hand-selected for their tech problem-solving expertise and superior interpersonal skills
bull On average team addresses 3000 posts a week in 11 languages
ndash 98 resolution ratendash 45 ranters to ravers conversionndash Team proactively developing helpful
content based listening and engagements
bull Idea 7 Listen to your customers to determine relevant content needs
Confidential39 532013
Global Marketing
Increase fans amp followers
40 Confidential 532013
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential41 532013
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential42
Global Marketing
Dellrsquos CAP Days amp Social Think Tanks
Customers giving feedback on Dellrsquos business Dell facilitating topic-based discussions amp brainstorms with influencers not customers
Outside In Inside OutCustomer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Global Marketing
Measuring
44 Confidential 532013
Global Marketing45
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message delivery sentiment
recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential33
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential34 532013
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs
Confidential35 532013
Global Marketing
Sign up for an RSS Reader
Various options
bull Google Reader closing 731bull NetVibesbull NewsBlurbull The Old Readerbull Feedly
Confidential36 532013
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential37 532013
Global Marketing
Schedule posts via BufferAppcom
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential38
Global Marketing
Customer Experience
Social Outreach team formed in 2006
bull Tech support experts were then hand-selected for their tech problem-solving expertise and superior interpersonal skills
bull On average team addresses 3000 posts a week in 11 languages
ndash 98 resolution ratendash 45 ranters to ravers conversionndash Team proactively developing helpful
content based listening and engagements
bull Idea 7 Listen to your customers to determine relevant content needs
Confidential39 532013
Global Marketing
Increase fans amp followers
40 Confidential 532013
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential41 532013
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential42
Global Marketing
Dellrsquos CAP Days amp Social Think Tanks
Customers giving feedback on Dellrsquos business Dell facilitating topic-based discussions amp brainstorms with influencers not customers
Outside In Inside OutCustomer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Global Marketing
Measuring
44 Confidential 532013
Global Marketing45
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message delivery sentiment
recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential34 532013
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs
Confidential35 532013
Global Marketing
Sign up for an RSS Reader
Various options
bull Google Reader closing 731bull NetVibesbull NewsBlurbull The Old Readerbull Feedly
Confidential36 532013
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential37 532013
Global Marketing
Schedule posts via BufferAppcom
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential38
Global Marketing
Customer Experience
Social Outreach team formed in 2006
bull Tech support experts were then hand-selected for their tech problem-solving expertise and superior interpersonal skills
bull On average team addresses 3000 posts a week in 11 languages
ndash 98 resolution ratendash 45 ranters to ravers conversionndash Team proactively developing helpful
content based listening and engagements
bull Idea 7 Listen to your customers to determine relevant content needs
Confidential39 532013
Global Marketing
Increase fans amp followers
40 Confidential 532013
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential41 532013
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential42
Global Marketing
Dellrsquos CAP Days amp Social Think Tanks
Customers giving feedback on Dellrsquos business Dell facilitating topic-based discussions amp brainstorms with influencers not customers
Outside In Inside OutCustomer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Global Marketing
Measuring
44 Confidential 532013
Global Marketing45
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message delivery sentiment
recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs
Confidential35 532013
Global Marketing
Sign up for an RSS Reader
Various options
bull Google Reader closing 731bull NetVibesbull NewsBlurbull The Old Readerbull Feedly
Confidential36 532013
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential37 532013
Global Marketing
Schedule posts via BufferAppcom
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential38
Global Marketing
Customer Experience
Social Outreach team formed in 2006
bull Tech support experts were then hand-selected for their tech problem-solving expertise and superior interpersonal skills
bull On average team addresses 3000 posts a week in 11 languages
ndash 98 resolution ratendash 45 ranters to ravers conversionndash Team proactively developing helpful
content based listening and engagements
bull Idea 7 Listen to your customers to determine relevant content needs
Confidential39 532013
Global Marketing
Increase fans amp followers
40 Confidential 532013
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential41 532013
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential42
Global Marketing
Dellrsquos CAP Days amp Social Think Tanks
Customers giving feedback on Dellrsquos business Dell facilitating topic-based discussions amp brainstorms with influencers not customers
Outside In Inside OutCustomer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Global Marketing
Measuring
44 Confidential 532013
Global Marketing45
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message delivery sentiment
recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
Sign up for an RSS Reader
Various options
bull Google Reader closing 731bull NetVibesbull NewsBlurbull The Old Readerbull Feedly
Confidential36 532013
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential37 532013
Global Marketing
Schedule posts via BufferAppcom
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential38
Global Marketing
Customer Experience
Social Outreach team formed in 2006
bull Tech support experts were then hand-selected for their tech problem-solving expertise and superior interpersonal skills
bull On average team addresses 3000 posts a week in 11 languages
ndash 98 resolution ratendash 45 ranters to ravers conversionndash Team proactively developing helpful
content based listening and engagements
bull Idea 7 Listen to your customers to determine relevant content needs
Confidential39 532013
Global Marketing
Increase fans amp followers
40 Confidential 532013
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential41 532013
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential42
Global Marketing
Dellrsquos CAP Days amp Social Think Tanks
Customers giving feedback on Dellrsquos business Dell facilitating topic-based discussions amp brainstorms with influencers not customers
Outside In Inside OutCustomer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Global Marketing
Measuring
44 Confidential 532013
Global Marketing45
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message delivery sentiment
recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential37 532013
Global Marketing
Schedule posts via BufferAppcom
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential38
Global Marketing
Customer Experience
Social Outreach team formed in 2006
bull Tech support experts were then hand-selected for their tech problem-solving expertise and superior interpersonal skills
bull On average team addresses 3000 posts a week in 11 languages
ndash 98 resolution ratendash 45 ranters to ravers conversionndash Team proactively developing helpful
content based listening and engagements
bull Idea 7 Listen to your customers to determine relevant content needs
Confidential39 532013
Global Marketing
Increase fans amp followers
40 Confidential 532013
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential41 532013
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential42
Global Marketing
Dellrsquos CAP Days amp Social Think Tanks
Customers giving feedback on Dellrsquos business Dell facilitating topic-based discussions amp brainstorms with influencers not customers
Outside In Inside OutCustomer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Global Marketing
Measuring
44 Confidential 532013
Global Marketing45
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message delivery sentiment
recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
Schedule posts via BufferAppcom
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential38
Global Marketing
Customer Experience
Social Outreach team formed in 2006
bull Tech support experts were then hand-selected for their tech problem-solving expertise and superior interpersonal skills
bull On average team addresses 3000 posts a week in 11 languages
ndash 98 resolution ratendash 45 ranters to ravers conversionndash Team proactively developing helpful
content based listening and engagements
bull Idea 7 Listen to your customers to determine relevant content needs
Confidential39 532013
Global Marketing
Increase fans amp followers
40 Confidential 532013
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential41 532013
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential42
Global Marketing
Dellrsquos CAP Days amp Social Think Tanks
Customers giving feedback on Dellrsquos business Dell facilitating topic-based discussions amp brainstorms with influencers not customers
Outside In Inside OutCustomer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Global Marketing
Measuring
44 Confidential 532013
Global Marketing45
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message delivery sentiment
recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
Customer Experience
Social Outreach team formed in 2006
bull Tech support experts were then hand-selected for their tech problem-solving expertise and superior interpersonal skills
bull On average team addresses 3000 posts a week in 11 languages
ndash 98 resolution ratendash 45 ranters to ravers conversionndash Team proactively developing helpful
content based listening and engagements
bull Idea 7 Listen to your customers to determine relevant content needs
Confidential39 532013
Global Marketing
Increase fans amp followers
40 Confidential 532013
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential41 532013
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential42
Global Marketing
Dellrsquos CAP Days amp Social Think Tanks
Customers giving feedback on Dellrsquos business Dell facilitating topic-based discussions amp brainstorms with influencers not customers
Outside In Inside OutCustomer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Global Marketing
Measuring
44 Confidential 532013
Global Marketing45
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message delivery sentiment
recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
Increase fans amp followers
40 Confidential 532013
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential41 532013
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential42
Global Marketing
Dellrsquos CAP Days amp Social Think Tanks
Customers giving feedback on Dellrsquos business Dell facilitating topic-based discussions amp brainstorms with influencers not customers
Outside In Inside OutCustomer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Global Marketing
Measuring
44 Confidential 532013
Global Marketing45
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message delivery sentiment
recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential41 532013
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential42
Global Marketing
Dellrsquos CAP Days amp Social Think Tanks
Customers giving feedback on Dellrsquos business Dell facilitating topic-based discussions amp brainstorms with influencers not customers
Outside In Inside OutCustomer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Global Marketing
Measuring
44 Confidential 532013
Global Marketing45
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message delivery sentiment
recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential42
Global Marketing
Dellrsquos CAP Days amp Social Think Tanks
Customers giving feedback on Dellrsquos business Dell facilitating topic-based discussions amp brainstorms with influencers not customers
Outside In Inside OutCustomer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Global Marketing
Measuring
44 Confidential 532013
Global Marketing45
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message delivery sentiment
recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
Dellrsquos CAP Days amp Social Think Tanks
Customers giving feedback on Dellrsquos business Dell facilitating topic-based discussions amp brainstorms with influencers not customers
Outside In Inside OutCustomer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Global Marketing
Measuring
44 Confidential 532013
Global Marketing45
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message delivery sentiment
recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
Measuring
44 Confidential 532013
Global Marketing45
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message delivery sentiment
recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing45
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message delivery sentiment
recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
IdeaStorm amp Storm Sessions
Launched in 2007 to provide customers with avenue to share Questions on products services and operations
bull 60000+ User Accountsbull 18000+ Questionsbull 739000+ Votesbull 97000+ Commentsbull 520 Questions Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
bull Ideastorm members 50 higher in revenue vs non members
bull Purchase Frequency 33 higher
Confidential46 532013
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
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 havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (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
Confidential47 532013
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
Top Ten Questions Executive should ask
Question 1 How will social support my business goals
Question 2What 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 5Are there specific content gaps or customers questions that arenrsquot getting addressed
Question 6 Who are my industryrsquos 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
Confidential48 532013
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
Donrsquot forget about your personal brand
49 Confidential
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing50
ldquoTransparency vision and open communication are key to great
leadership Social media plays such an influential role in shaping a companyrsquos brand image
Whatrsquos more customers expect to hear from the executive leadership team on social media channels as a direct way to
connect and engage with the brands they loverdquo
Aman Singh Editorial Director CSRwire
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
WHO are you Decide perception framework and how to build your online reputation
WHY are you engaging and participating in social mediaObjectives to achieve and how social activities will impact your Dell role
WHERE will you engage in the social spaceUnderstand where customers influencers and industry are most active
WHAT is your content and engagement strategyDetermine topics and subject matter that you can speak on as an expert
Every action needs to align to your personal brand
Confidential51 Confidential51
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
Make time for social media
52 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing
When you rock the world pays attentionhellip
Confidential53 532013Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing54 Confidential 532013
Thank You
QampA
Global Marketing54 Confidential 532013
Thank You
QampA