Is your company struggling to create an engaging and simple way for your employees to become brand advocates? Dell has created a successful certification program for employees and a way to harness these individuals' energy, enthusiasm and social networks. Learn more about how Dell was able to do this and start your champion program today: http://dell.to/1prkkZv.
A guide to empowering champions within your organization
92% of consumers report that word of mouth recommendations from friends and family are the leading influencers of their purchasing behavior.
Employee motivation can positively impact shareholder ROI.
Highly engaged employees are 38% more likely to have above average productivity.
Higher employee engagement scores can help market valuations rise over time.
Increasing employee engagement investments by 10% can increase profits by $2400 per employee per year.
Social culture begins with leadership team engagement and they set the example We offer extensive and evolving training, enforce robust Social Media and Community Certification and Governance requirements.
Maintain a publicly visible Global Social Media Policy. Social media activity at Dell is open and available to the entire workforce.
Our Social culture
Started During transformation of our brand in 2010 with initial champion program
More than 2,000 team members or 2% of employees over three years
Clubs by topic
Designate leaders to develop and share opportunities
Engagement at the local level Dynamic portal on Intranet
Develop a simple structure for members to use to join, activity participation and recognition
Dell Champion program
Path for creating a successful program
Have an executive sponsor
Education and training
Create groups by topic
Easy process to engage and
Track activity participation
Reward and recognize
Connect with your executive team to request a sponsor by presenting an overview of the vision for the network
The executive sponsor will be responsible for o Validating the charter
o Galvanizing employees to engage with the purpose of the network
o Share the value of the network with peers to encourage others to join
Invite the sponsor to speak at the first meeting o Welcome everyone
o Thank members for making an effort to be an example to others about how to bring the purpose to life through actions
Ask the executive sponsor to return to meetings once or twice a year to stay engaged with the network
Engage and empower employees to take action on behalf of Dell
Focus on social media and the importance of our brand and how it supports our business
Strengthens interactions with our customers, each other and
our community to help them do more
Deep understanding of the brand and how to use the
brand as a filter in everyday actions
Social Media Certification
Dell has more than 25,000 customer conversations a day
We find new ways to engage our customers, have
collaborative discussion, generate buzz, evangelize our
brand, capture rich data and deliver on our mission
Reflect our brand and purpose through action
Recognized as brand and social media experts with the organization
Group examples Amplify
Location of advocates
Deepen our ability to further collaborate
Influence behavior and encourage adoption
Make it easy to participate
Content that is easy to consume.
Keep the navigation simple.
Setting goals as well as providing regular updates supports energizing the program 1. Participants: Dell Champions can enter the web portal and track their own
activities and progress 2. Group leaders: Champion leaders receive status reports with participation for
each assignment as well as comments left by users in the web portal 3. Leadership team and executive sponsor: Quarterly reviews provide the leaders
invested in the program a summary of all club activity, total participants around the world, participants by business unit and location
4. All: Update all team members to share overall program progress and success stories as well as on-going program goals
Develop a simple way to track
activity participation and reward
Set goals for employees to aspire
to within a specific time period.
Amplify achievements internally at
staff meetings, town halls or
internal social media
Reward and recognize
Jennifer Newbill, Global PM Employment Branding
Nikki DeLeon, Global Marketing & Social Media