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Achieving Buy In On All Levels:
Creating Brand Ambassadors Liz Bullock, Director Social Media & Marketing
Liz Brown Bullock (LinkedIn)
@lizbbullock
#smssummit
Global Marketing
Employees are key ingredient for success in this new modern world:
More than ever – a company’s brand is influenced by what consumers are saying about the brand
A person like you (everyday employee) is 2x trusted vs. Chief Executive
(Edelman Trust Barometer, ‘13)
Confidential 2
90% trust recommendations from people they know. 70% trust consumer opinions posted online. 14% trust advertising (Nielsen, 2009)
How companies market, sell to and support their customers is changing…
What roles do employees play in this transformation? How do you support them?
Global Marketing
Employees are key in building some of the trust lost…
3 Confidential 4/26/2013
Global Marketing
Employees can use social to be more effective (McKinsey estimates 1.3 trillion in business value)
4 Confidential 4/26/2013
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
• Collaboration • Thought Leadership • Blogs
Customer Service
• Listening • Support Widgets • Outreach
Communication
• Rich Media • Brand Reputation • Influence • Reputation
Global Marketing
January 2008 Dell aligns organization for success
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.
February 2006 Michael Dell asked 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 joined Twitter
EmployeeStorm launched Internal Blogs Launched for Employees.
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
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
2006 2007 2008 2009 2010 2011
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
6 Awards for the Social Media Listening Command Center
June 2010 CAP Days launched In-person events for vocal online customers
December 2010 Social Media
Listening Command
Center launched
Seven years journey of embedding social to be a better business
6
2012
Global Marketing 7 Confidential
Listening to Be A Better Business, across the Business
Global Marketing
Dell uses training for both risk mitigation and scaling engagement
8 Confidential 4/26/2013
Global Marketing
Ultimately, activate employees to deepen relationships and better serve our customer’s needs
Understanding
Awareness TIME
Action
EM
PLO
YE
E B
EH
AV
IOR
CH
AN
GE
SMaC Champions
Rewards & Recognition (leaderboards)
SocialSME
Command Center, Listening reports & profiles
Daily Direction: Amplify content
Skill enhancing classes: Listening for Insights,
Writing, Blogging, Influencer relationships,
Social Inside Out Speaker Series (Charlene Li, Chris Brogan)
Chatter adoption
NEW programs: #DellLove, SOS, Project Sputnik
Confidential 9
Task oriented portal
Policy (2006)
Principles (2010)
SMaC University: Certification program required for employees on behalf of Dell
Governance portal
Global Unconferences (US, India, China, Brazil, UK)
Internal communications: Executive Councils, digests
Global Marketing 10 Confidential
Empowering employees: Social Media & Community University
4/26/2013
Policy
Principles
Governance
Training & Tools
Activation programs
Global Marketing 11
Create actionable content
Confidential
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
Global Marketing 12
Continuing the conversation & riding the bike…
Confidential
Global Marketing
SocialSME (Subject Matter Experts)
Train SME’s to be social thought leaders, develop key influencer and customer relationships and thrive in relevant online communities Value: Impact Dell’s share of voice, sentiment, SEO, solutions and ultimately sales Individual scorecards: Revenue, share of voice, earned media value, SEO and engagement
Confidential 13 4/26/2013 Credibility Sees Dramatic Changes: Edelman Trust Barometer 2012
Global Marketing
SMaC Champions
• Ask certified employees to do various social activities on behalf of Dell that speak to their level of interest and expertise
• Deepen their social expertise • Portal serves up activities, tracks, reward
and identify the right employees to activate
Confidential 14 4/26/2013
Listening
Thank You
Social Development
Events
Amplify
Community Service
internal external
Global Marketing
SMaC Champion portal
Confidential 15
Twitter and Chatter feed showing team member engagement #iwork4dell, @dell handles
Clubs with specific tasks for team members to sign up
Global Marketing 16
Closing with final thoughts…
1. Employees are key in building some of the lost, but they need clear governance, training and processes.
2. All employees can use social to be more effective. It may just be
listening, but that is critical skill set to get closer to customer. 3. Ultimate goal is activate employees and deepen customer
relationships to be a better business. 4. Go find your subject matter experts and train them. Customers want
to connect with them. 5. Keep track of your rock star employees. You will be pleasantly
surprised.
Confidential
Global Marketing
Identify and reward small courageous steps
17 Confidential 4/26/2013
Global Marketing 18 Confidential
Thank You Q&A