Bank of Ireland Enterprise Week - Social Media for small business

Social Media Utilisation for Small Businesses Thomond Park, Limerick – 23/05/13 Stephen Jio - Dell

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Social Media: The elephant in the room

Social media Virtual

Mobile Cloud

Always on Data

explosion

Technology trends are changing the way we connect with each other.

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Technology trends are changing the way we connect with each other.

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of the world’s population are now using the Internet.

3 Billion

By 2016, 350M employees will use smartphones. 200M employees will bring their own device to work.

350 Million of mid-market companies are using cloud models in their business (SaaS).

>50%

58 Billion mobile application downloads by 2015

2.5 Quintillion bytes of data being created every day.

of workloads customers expect to virtualize by 2014

73%

@stephenjatdell

@stephenjatdell 5 5/23/2013

Courtesy of http://www.eightytwenty.ie/blog/?p=2059

Social Media: Irish adoption

Hosted

Communities

External Community

External Community

External Community

Extranets

Internal Networks

Internal

External

Employees

Topical Experts

Customers

Direct2Dell

Sales

External Community

Support

Social Business: A complex model

Communications

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Dell’s Social Media History

…so far

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Social Media: Where do you start?

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1. Know your customer Focus on them and not being random

2. Build and commit to your Social strategy Requires a paradigm shift

3. Train and empower your employees Your greatest brand Ambassadors

4. Listen, Engage and Act Execution is everything

5. Social = Brand Social Media is an extension of your Brand and values

@stephenjatdell

Social Media: The 5 steps towards success

Know your Customer

• Social demographics

Look at the social properties that align to your target customer

Understand the behaviour of your target customers on Social Media

Confidential 10

Courtesy of https://blog.compete.com/2012/12/14/this-is-what-an-age-breakdown-of-the-top-social-sites-looks-like-3/

Random Social Media rarely work, however when it does…

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Social Media strategy

“Think before you jump”

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Create a complete strategy that aligns with your Brand.

• Identify, Define Social Media strategy and policies • Train Staff for self-empowerment

• Listen to the Community • Engage and Act consistent with your brand

• Quantify results

@stephenjatdell

BUILD

EXECUTE

Social Media: Strategy/Tactical

MEASURE

“If your social strategy relies on advertising in social media, it’s probably better to hang on to your money.”

– Taddy Hall

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Listening

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Identify: What do YOU want from YOUR Social Media efforts?

Brand Reputation

Conversation

Customer Stories

Engaging Virtual Project Management

Sharing ideas

Feedback

Campaigns Viral Content

Collaboration

Demand Generation

CRM

Potential Issues Consideration

Competition Buzz

Support

Strategy

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• Training is essential • Clearly sets out the principles of

listening and engaging • Puts processes in place to execute

• Principles • Policy • Governance

• Allows for ALL employees to participate • Minimises risk and exposure for a

company • Also for agencies and contract workers

Training Training: Empowering the masses!

http://www.dell.com/socialmedia

http://www.dell.com/socialmedia

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• Transparency is key • 2 types of business profiles

– Company – On behalf of Company

› @stephenjatdell

• Always disclose you association – Even with personal social profile

› #IworkforDell

Profile Your Social Persona: Don’t hide your association!

"Social media is the ultimate canary in the coal mine.“ - Jay Baer

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Brand Reputation

Product Evaluation Potential Issues Instant Feedback

Queries on Product/Services

Support

Customer Stories Peer to Peer Influence

Comments

Sales Lead Generation

27,000 posts daily about Dell

Why you need to Listen!


• Utilise a tool that covers the entire Social landscape

• Set intelligent listening criteria

• Make it available on multiple platforms and provide alerts

• Listening keys: • Sentiment • Influencers • Trends • Early warnings

Listening tools: It’s all in the setup!


• Allows for ‘indirect’ access to

Social properties • Publishing tool provides

integration with analytical tool • Centrally monitored • Multi-platform • Used for campaign planning • Built-in workflow

Social Publishing: Management/Control

"Engaging in honest, direct conversations with customers and stakeholders is a part of who we are, who we've always been."

- Michael Dell

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• Engagement doesn’t mean responding to everything!

• Do not use to neutralise or argue a dissenting opinion

• Look for landmines

…and don’t Tweet when you’re in a bad mood

Engagement: Food for thought

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#FAIL: Think before Tweet

• When you tweet for a company you ARE the company

• Forget the delete button – once its posted, its permanent

“Number of Fans and Followers is NOT a Business Metric –What You Do With Them Is.”

– Jeremiah Owyang

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Quantify Analytics: Measuring what’s important

• Brand Health – Net Promoter Scores, Social Net Advocacy

• Customer Satisfaction (Social Support) – Within the Social environment, community responses

• Conversion (User Content) – Customer reviews, user generated content

• Consideration – Effectively driving traffic to dell.com

• Revenue – ‘Social’ associated purchases, indirect and direct attributed

“It’s hard to get lice out of your head, and there’s no easy cure for shaking off campaign-based thinking, either.”

– David Berkowitz

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Social Media: generates excitement

Dell Vlog YouTube channel • Dell Ultrabook Challenge had

over a million views in first 48 hours

• Over 13 millions views on Vlog • In addition to products

• Quarterly results • Community service • Customer Stories

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Social Media: crowdsourcing

IdeaStorm: tapping into the collective intelligence of the community • Introduced in 2007 • Over 18,000 ideas submitted • Over ¾ of a million votes • 97,000 comments • +520 ideas implemented

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Social Media: 1 to many support

DellCares: support outreach • Regional teams provide localised service • Over 3,000+ engagements a week • 11 languages • Proactive and reactive • Positive impact to customer satisfaction:

• 45% conversion rate

“A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.”

– Scott Cook

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Irish Cancer Society: Daffodil Day • Key component in an overall

campaign • Promotes association with

event and Dell Ireland • Dell Ireland Twitter trending

in Ireland during event • Created mobile app

over 500+ uploads

Social = Brand

Thank you @stephenjatdell