Integrated  Social  and  Digital  Communica3ons:    

A  Prac3cal  Applica3on  

Konstanze  Alex-­‐Brown,  Global  Communica9ons,  Social  Media  Strategy,  Dell  Inc.  

@Konstanze    #EDShouston  

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hDp://www.youtube.com/watch?v=Hq_JlFpatZM  

@Konstanze    

#EDShouston  

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Our  point  of  view  on  social  business  value  

Thousands of employees trained and growing

Broad social networks

Powerful communities

Customer ideation

Embedding across all business functions

Closing the loop with customers and influencers

Over 25,000 daily global conversations

Products

Marketing

Services  Solu3ons   Online

Sales Customer Service

Comms  and  PR   HR

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The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.

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Listen Engage Act

To embed social media in the fabric of the company

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@Konstanze    

#EDShouston  

January 2008 Dell aligns organization for success

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August 2006 Blog outreach expanded beyond tech Support

December 2006 Ratings and reviews launched on Dell.com

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

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

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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 joined Twitter EmployeeStorm launched Internal Blogs Launched for Employees.

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October 2007 Michael Dell quoted in Business Week In response to Jeff Jarvis question around whether companies want to be part of the online conversation: ”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.

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

May 2008 Dell Outlet achieved $0.5M in sales via Twitter

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

June 2008 Channel blog launched

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January 2009 Dell Organizes into four customer focused business units

Spring 2009 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 Dell joins Sina Weibo in China

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2006 2007 2008 2009 2010 2011….2014

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Altimeter recognized Dell

with “Open Leadership Award for

Innovation and Execution”

Social Media & Community University (SMaC U) launched 5,000 team members trained by end of year

B2B pages on Facebook

Dell named the No. 1 most social brand

The

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6 Awards for the Social Media Listening Command Center

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June 2010 CAP Days launched In-person events for vocal online customers

December 2010 Social Media

Listening Command

Center launched

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Over  seven  years  of  social  media  experience  

@Konstanze    

#EDShouston  

How  social  media  is  embedded  throughout  Dell Listening impacts NPS, ROI and Brand

Product development

•  Feedback loop •  Early warning •  New product ideation

Marketing •  Demand forecast •  Lead generation •  Message reach

Online presence

•  Ratings and reviews •  Communities •  Customer stories

Sales

•  Collaboration •  Thought leadership •  Blogs

Customer service

•  Listening •  Support widgets •  Outreach

Communication

•  Rich media •  Brand reputation •  Influence •  Reputation

@Konstanze    

#EDShouston  

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•  Who  are  my  influencers?  

•  What  do  customers  say  about  us?  

•  How  do  I  build  a  training  program?  

•  What  tools  do  I  use?  •  Are  there  any  standard  processes  that  I  can  follow?  

•  Dedicated  social  media  team?  

•  Which  social  media  channels?  

•  How  do  I  align  my  digital  content  strategy?  

•  How  do  I  manage  the  inflow  of  informa3on?  

•  I  can’t  determine  the  ROI.  •  I  don’t  know  how  to  scale  a  social  media  solu9on.  

Bringing  with  it  challenges  of  culture  vs.  adop9on  

Skilled resources

Customer feedback

Too much information

Tools and processe

s

@Konstanze    

#EDShouston  

Data Recording &

Listening

1

Sentiment Analysis

2

Engagement

3

Customer Care

4

Social ROI

5

Social CRM

6The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have

                                 

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your

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Social  Media  Maturity  Stages  –  Processes  &  Tools  

1   2   3   4  

5  Listen More than 25K Dell conversations every day

Enrich Filter, categorize and determine sentiment

Collate Calculate metrics -which represents overall brand advocacy

Deliver Real-time tracking and monitoring -> actionable insights for business

Aggregate Aggregate all conversations pertaining to Dell

#EDShouston  

@Konstanze    

#EDShouston  

Social-­‐Digital  Content  Journey  

Customers (CIO/CMO/Biz Leader) | influencers | employees | analysts Audience

Social/Digital Channels

(Amplify, engage)

Multi-Media Content

Comms Purpose

Tech Page One | Direct2Dell | Dell.com | Facebook | Twitter | SlideShare | YouTube | Instagram | Flickr | Google+

Press release | whitepaper | Customer case study | SME interview |

blog | trade journal | conference presentations | Think Tank

Raise awareness | educate | engage | influence | achieve thought leadership via POV

BUSINESS GOALS @Konstanze    

#EDShouston  

10   Confiden9al  

Facilitate online conversation by activating SMaC certified TMs; by amplifyng Michael’s articles & other media article(s), and by sharing bite-sized chunks of 30th birthday creative and messaging

Leverage 30th Birthday creative (messaging, infographics, photos, video)

Use Dell-owned and internal channels: Dell.com campaign page, Dell Heritage page, D2D, ODW, Chatter

Goal: Communicate positive outlook for Dell’s next 30 on social channels with user generated and Dell content. Extend use of visual social channels.

#Dell30more

Expand use of visual content: Instagram: photos/video/#Dell30more Facebook: add to global content calendar, photo/video/#Dell30more Dell YouTube: Red Cross/Dell Social story Flipagram: slideshow of pics/#Dell30more

- Share downloadable wallpaper

Engagement: Selfie spot with option to tweet/Instagram with Dell30more background

Proposed Schedule •  DATE: D2D post of Case Study including

examples of team member engagement on social channels and social biz messaging

•  DATE: Add Case Study to Dell.com 30th birthday landing page on Dell.com, LinkedIn

•  DATE +1: “Thank you post on internal blog and micro-blog

•  Date +1 - +3: Share media articles based on the Case Study along with social biz messaging on Twitter accounts, Facebook accounts, LinkedIn, Google+

The #Dell30more success story Objective: Amplify the success story of how Dell activated and engaged team members on external social channels to celebrate the company’s 30th birthday and thereby creating authentic and heartfelt brand advocacy. The small case study is to show that Dell’s Social Media strategy is constantly evolving to enable Dell as a social business. Approach: 1) Create a mini case study 2) Publish on Social and Dell owned

channels (internal/external) 3) Reach out to select media and

influencers to share with their audiences. Success: Customers/fans/followers/TMs believe that Dell is evolving as a social business

#Dell30more:  Instagram  Success  Story      

@Konstanze    

#EDShouston  

hDp://www.youtube.com/watch?v=O8iQJHrAjY4  

#EDShouston  

Q  &A  

@Konstanze    

#EDShouston  

Principles    

Policy    

Governance    

Training,  Cer9fica9on  and  Tools  

Social  Media  &  Community  University  (SMaC  U)  

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@Konstanze    

#EDShouston