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Liz Brown Bullock’s presentation to Marketing Science Institute on the importance of integrating social media within an organization through training your employees. Training is critical for both risk mitigation and empowering employees to be brand ambassadors. Liz drew on her experience of launching Dell’s Social Media and Community University and shares her insights on activating employees companywide for Dell. #some training #socialmediatraining
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Embedding Social Media to become a better business via training
• Liz Bullock, Director Social Media & Marketing
• Liz Brown Bullock (LinkedIn)
• @lizbbullock
Global Marketing
Power of social media
More than ever – a company’s brand is influenced by what consumers are saying about the brand
How companies market, sell to and support their customers is changing…
25% of search results for the world’s top 20 largest brands are links to user-generated content
(Socialnomics, ’09)
80% of consumers research products online every week
(2012 Consumer Views of Live Help Online, A Global Perspective, Oracle)
CEO’s predict social media will become #2 way to engage with customers, pushing past websites and call centers.. (IBM CEO Study 2012)
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Decision making is changing
• Approximately 72% of consumers trust online reviews as much as personal recommendations
• 52% say that positive online reviews make them more likely to use a local business
• 23% of US internet users under the age of 35, and 21% between the ages 35 and 49, would buy a brand because of a friend’s social endorsement
Source: Altimeter 2012 Graphics: GapingVoid
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Trust in sources for company information is also changing…
Confidential Source: Edelman Trust Barometer, 2012
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Six years journey of embedding social to be a better business
August 2006Blog outreach expands beyond tech Support
August 2006Blog outreach expands beyond tech support
December 2006Ratings and reviews on Dell.com
July 2006Direct2Dell launchedToday Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese.
February 2006Michael Dell AsksWhy don’t we reach out and help bloggers with tech support issues?
January 2007StudioDell launchedDell’s video and podcast site, with helpful tips and tricks. Eventually expanding this into the YouTube channel making sharing easier.
February 2007IdeaStorm LaunchedA voting based site allowing customers and others to submit ideas for Dell.
June 2007Dell joins Twitter
Dell launchesEmployeeStormInternal Blogs Launched for Employees.
October 2007Michael Dell quote in Business WeekJeff Jarvis story quote, “These conversations are going to occur whether you like it or not. Do you want to be part of that or not? My 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 conversation.”
November 2007DellShares launchedThe first investor relations blog by a public company.
January 2008Dell aligns organization
for success
February 2008Twitter expanded
March 2008Accepted Solutions launched on Community Dell France begins Online Community Outreach
May 2008Dell Outlet achieves $0.5M in sales via TwitterCommunity team active on Twitter
Small Business blog launched
April 2008Inside IT launchedBlog focused on business customers, and Cloud Computing.
June 2008Channel blog launched
January 2009Dell Organizes in to4 customer focused business units
Spring 2009Some Members 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 $6.5 M
December 2009Huffington Post Blog
March 2010China Micro-Blogging
2006 2007 2008 2009 2010 2011
Altimeter recognizes Dell with “Open Leadership Award for Innovation and Execution”
(Oct.)
Dell Social Media and Community University launched/5,000 teammembers trained byend of year(Aug.)
DelllaunchesB2B pagesFacebook(Jun.)
Dell named #1 most social brand in ranking of 100 top brands
Social Media Listening
Command Center
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Listen, Learn, Engage & Act
Dell’s Social Media Listening Command Center25,000 posts a day
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A tool to be leveraged across the fabric of the company: different functions, uses and values
Product Development
• Feedback Loop• Early Warning• New Product
Ideation
Marketing
• Demand Forecast• Lead Generation• Message Reach
Online Presence
• Ratings & Reviews• Communities• Customer Stories
Sales• Leads• Collaboration• Thought
Leadership• Blogs
Customer Service
• Listening• Support Widgets• Outreach
Communication
• Rich Media• Brand Reputation• Influence• Reputation
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How companies organize for social media:
• Holistic: Everyone is in customer service and support and any employee who wants to be social is enabled
• Best Buy’s Twelpforce is an example
Source: Survey of 140 Corporate Social Strategists, Altimeter Group, November 2010
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Training is critical for both risk mitigation & scaling engagement
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Must be transparent in company affiliation
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Are your employees prepared?
• Do you employees feel they can share exciting news about brand and company online?
• What does that sharing look like?
• What if they receive a online question from a friend asking them about a product from their company?
• How are they prepared to respond?
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Empowering employees: Social Media & Community University
04/10/2023
Policy
Principles
Governance
Training & Tools
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Certification requirements:
Course levels:
• 101: Principles
• 201: Dell’s Strategy
• 301: Dell’s Brand Guidelines
• 4XX: Platform Specific – Strategy & Best Practices
To date: +7K employees trained and certified to engage on behalf of Dell
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Roles team members play
Personal SMaC Enthusiast SMaC Professional
SMaC Spokesperson
Fan Cheerleader Player Sports broadcaster
One of 110K Dell Employees
SMaC Team – CoachHere to provide training, the playbook, etc. but
you are responsible for scoring
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Create actionable content
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Content Creator
Conversationalist
Listener
Advanced Videos, Blogs, Content
Intermediate Micro blogging, conversations
Basic Listen, take insights into business
Part
icip
ati
on levels
Low
High Proficiency Level Activity
Enables employees to engage based on various levels of participation
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Continuing the conversation & riding the bike…
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Our top ten SMaC University learning’s:
# 1: Ground training in strategy and vision for team’s role in social media
# 2: Make certification a requirement
# 3: Goal to have employees activated
# 4: Determine the required information that employees must know in order to be activated
# 5: Mixed teaching style with lecture, dialogue, exercises and scenarios
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Our top ten SMaC University learning’s:
# 6: Launch Training Ambassadors for global scale and regional relevance
# 7: Launch with in-person to “be the social face” & address questions
# 8: Evolve your training curriculum to include real time mistakes
# 9:Myriad of tools to continue the conversation: SMaC U Chatter group, Videos, Adobe Connect, Inside Out Speaker Series (Chris Brogan, Jason Falls, Charlene Li)
# 10: Identify and reward the small courageous stepsConfidential
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Customer connected employees are your companies rock stars…
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Thank You
Q&A
