The social champion

Social Media Service Group

The Social Champion Employee Activation

1

Global Marketing

TO:

• Individualized Information

• Conversation, Connections, Stories

• People and Relationships to connect and build

• Rapid Response/Agility

• Real Time

• Facts and Feelings

• Powerful Networks

• Communities

• Listen and Collaborate

• Leadership and Bottoms Up too

• Empowered Employees and subject matter experts

FROM:

• Mass Media

• Control and Push Messaging

• Institutions to distribute and connect

• Issue Management

• Deadlines

• Just the Facts

• Powerful Media

• Target Audiences

• Announce/All answers

• Top Down

• Corporate Spokesperson

2 Confidential

Social Organizations and Businesses Think Different

11/12/2012

The Social Business...a journey back in time …

Global Marketing

The Neighborhood Business

Great Business Fundamentals

• Think back 60+ years ago

• What made the neighborhood businesses thrive?

• Think about your favorite family restaurant – local to where you lived and grew up

• What practical and pragmatic approaches did they take to satisfy and build loyal customers?

• Can we achieve the same customer intimacy and success today?

Global Marketing

Listen; Conversations

High Trust

Convenient Personal

The more things change, the more they stay the same.

Confidential, Subject to Non-Disclosure Agreement

Global Marketing

Business grew and succeeded based on word of mouth

and they still do

… more so with the social Web

A different business approach to social media

7 Confidential

We need to build one-to-one trust-based relationships with customers, partners and team members.

Social Media Services Group

It’s Neighborhood Business Back to the Future

9

Customers and businesses are in this together…

More than ever – a company’s brand is influenced by what consumers are saying about the brand

Confidential

90% trust recommendations from people they know. 70% trust consumer opinions posted online. 14% trust advertising (Nielsen)

How companies market, sell to and support their customers is changing…

What roles do employees play in this transformation? How do you activate employees?

An everyday employee is 2x more trusted vs. Chief Executive

(Edelman Trust Barometer, ‘13)

The world of brand loyalty has changed customer-initiated touchpoints between transactions, and the creation of value beyond just product

11 Article: How Top Brands Pull Customers into Orbit, Mark Bonchek, Harvard Business Review 2012

The traditional marketing funnel is being usurped by the loyalty loop. The purchase decision is informed by ‘WOM” (friends, influencers) and brand loyalty.

FRIENDS

THIRD

PARTY SMEs

New paradigm: Social commerce

Old paradigm: e-commerce

Confidential, Subject to Non-Disclosure Agreement

Global Marketing

Hosted

Communities

Support

Mastery & Use

Affinity

Ideation

External Community

External Community

External Community

External Community

Extranets

Internal Networks /

Workgroups

Internal

External

Enterprise

Topical Experts

Community

Mass Social Media

Collaboration

Market

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

• Dell & Best Buy’s Twelpforce are examples

Confidential 13 10/28/2013

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

Global Marketing

Some customers are here…

14

Social Media Services Group 15

…more are here

….very few are connected and lit up Social Businesses

Confidential

Not just a campaign, but in harmony across the fabric of a company

Product Development

• Feedback Loop • Early Warning • New Product Ideation

Marketing

• Demand Forecast • Lead Generation • Message Reach

Online Presence

• Ratings & Reviews • Communities • Customer Stories

Sales

• Collaboration • Thought Leadership • Blogs

Customer Service

• Listening • Support Widgets • Outreach

Communication

• Rich Media • Brand Reputation • Influence • Reputation

Key Challenges Leadership buy-in

Scaling beyond a dedicated team Content, content, content

Building influence Community strategies

ROI

… employees are your company’s rock stars

19

Global Marketing

Amplification is not enough

Source: http://blog.hubspot.com/blog/tabid/6307/bid/14353/60-of-Social-Media-Messages-are-Links-to-Published-Content-Data.aspx

Confidential 20

Global Marketing 21 Image thanks to Hugh McLeod @Gapingvoid

Global Marketing

From News & Events to Storytelling with Meaning 22

Global Marketing

Beyond Publication and “Telling” to Sharing and Connecting

23

Global Marketing Image thanks to Hugh McLeod @Gapingvoid

Global Marketing

The Program’s road needs to be paved

Global Marketing

Building the foundation

26

Social Media Services

“Engaging in honest, direct conversations with customers and stakeholders is a part of who we are, who we’ve always been. The social web amplifies our opportunity to listen and learn and invest ourselves in two-way dialogue, enabling us to become a better company with more to offer the people who depend on us.” –Michael Dell

27

Leadership Support

Global Marketing

Establish effective governance, policy and strategy

28 Confidential

Global Marketing

Companies need to guide team members participation in the social media space via education

29

Global Marketing

Stronger platforms empower

30

Global Marketing

Then what? * Councils * Communication * Listening * Events * Internal Social Media * Advanced Programs

31 Confidential

Global Marketing

Measuring

32 Confidential 10/30/2013

Global Marketing

Let’s start engaging…

33 Confidential 10/28/2013

Rishi Dave | Inside Out

Eric Nystrom Director, Social Media Services Group

eric_nystrom@dell.com

@ericnystromsays