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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Global Marketing

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

Confidential 3 11/27/2012 Source: Altimeter 2012 Graphics: GapingVoid

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Trust in sources for company information is also changing…

Confidential Source: Edelman Trust Barometer, 2012

Global Marketing

Six years journey of embedding social to be a better business

August 2006 Blog outreach expands beyond tech Support

August 2006 Blog outreach expands beyond tech support

December 2006 Ratings and reviews on Dell.com

July 2006 Direct2Dell launched Today Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese.

February 2006 Michael Dell Asks Why don’t we reach out and help bloggers with tech support issues?

January 2007 StudioDell launched Dell’s video and podcast site, with helpful tips and tricks. Eventually expanding this into the YouTube channel making sharing easier.

February 2007 IdeaStorm Launched A voting based site allowing customers and others to submit ideas for Dell.

June 2007 Dell joins Twitter

Dell launches EmployeeStorm Internal Blogs Launched for Employees.

October 2007 Michael Dell quote in Business Week Jeff 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 2007 DellShares launched The first investor relations blog by a public company.

January 2008 Dell aligns organization for success

February 2008 Twitter expanded

March 2008 Accepted Solutions launched on Community Dell France begins Online Community Outreach

May 2008 Dell Outlet achieves $0.5M in sales via Twitter Community team active on Twitter

Small Business blog launched

April 2008 Inside IT launched Blog focused on business customers, and Cloud Computing.

June 2008 Channel blog launched

January 2009 Dell Organizes in to 4 customer focused business units

Spring 2009 Some Members of Community and Conversations deployed within each of the new Dell Business units

June 2009 $2M+ Sales via Twitter

2009 Dell TechCenter

June 2009 Global Twitter revenues of $6.5 M

December 2009 Huffington Post Blog

March 2010 China Micro-Blogging

2006 2007 2008 2009 2010 2011

5

Altimeter recognizes Dell with “Open Leadership Award for Innovation and Execution”

(Oct.)

Dell Social Media and Community University launched/5,000 team members trained by end of year (Aug.)

Dell launches B2B pages Facebook (Jun.)

Dell named #1 most social brand in ranking of 100 top brands

Social Media Listening

Command Center

Global Marketing

Listen, Learn, Engage & Act

Dell’s Social Media Listening Command Center 25,000 posts a day

Global Marketing

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

Global Marketing

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

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Source: Survey of 140 Corporate Social Strategists, Altimeter Group, November 2010

Global Marketing

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

11/27/2012

Policy

Principles

Governance

Training & Tools

Global Marketing

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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Global Marketing

Roles team members play

Personal SMaC Enthusiast SMaC Professional

SMaC Spokesperson

Fan Cheerleader Player Sports broadcaster

One of 110K Dell Employees

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SMaC Team – Coach Here 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

le

vels

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 steps

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Global Marketing

Customer connected employees are your companies rock stars…

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Thank You Q&A