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An industry leader's step-by-step approach to effective social media engagement.
Citation preview
Confidential
How to Engage in Social Media What we have learned at Dell
• Rishi Dave | @RishiAtDell | [email protected] | Executive Director, Online
Global Marketing Confidential
Send client
Search network
Stream cloud
Welcome to the Virtual Era
Andrew Lark | Inside Out Confidential
A shift in how we communicate
Visiting social sites is 4th most popular online activity – ahead of email2
300,000+ new users join Twitter every day 3
The average US home will have 5 to 10 web-enabled devices by 2014 5
86,400+ people join LinkedIn every day – half are outside the US 6
U.S. users spend 23% of time online on social networks – and only 8% on email 7
50% of TV viewers around the world watch Internet TV every week 4 More than 2/3 of the global internet population
visit social networks 8
35 hours of video are uploaded to YouTube every minute 1
Andrew Lark | Inside Out Confidential
A shift in where we connect 420,000,000 Facebook users are outside the US 10
300,000,000 users log in to Facebook every day 11
30,000,000,000: number of items shared by Facebook users every month 12
130: number of friends the average Facebook user is connected to 13
80: number of community pages, groups and events the average Facebook user is connected to 14
600,000,000 people on Facebook – 11.5% of the world’s population 9
Andrew Lark | Inside Out Confidential
A shift in who speaks for your brand
5
66% OF BRAND TOUCHPOINTS ARE NOW GENERATED BY CUSTOMERS
34% OF BLOGGERS POST OPINIONS ABOUT PRODUCTS
Andrew Lark | Inside Out Confidential
A shift in purchase behavior
6
50% OF PEOPLE ARE MORE LIKELY TO BUY IF ENGAGED VIA SOCIAL SITES
Andrew Lark | Inside Out Confidential
A Shift in Identities: Personal and Business Brand
It’s the same thing…good luck separating the two
7
Personal Brand
Business Brand
Andrew Lark | Inside Out Confidential
It’s not about shiny objects or catchy slogans
Andrew Lark | Inside Out Confidential
It’s The Neighborhood Business Back to the Future
Andrew Lark | Inside Out Confidential
Businesses grew and succeeded based on word of mouth…
…and they still do
… more so with the social Web
Andrew Lark | Inside Out Confidential
Dell embraced the “New Web” to its core
• Identified value drivers
– Leveraged insights into leading social commerce strategies (Best Buy, Wal-Mart, Nike, etc…. ) to validate strategic direction
– Evaluated over 21 social commerce categories and 71 vendors
• Built business case
– Captured social commerce innovation requirements across Dell
– 181 use cases developed with input across the businesses
• Aligned Dell departments and resources around this strategy
– Investment categories and their scope
– Social commerce information architecture
– Dedicated central team and interdepartmental resourcing model
• Built core competencies –
– Listening
– Community administration & reputation management
– External engagement and evangelism best practices
– Metrics
• Controlled what needed to be controlled, freed the rest
Andrew Lark | Inside Out Confidential 12
An approach…
1. Start with your goal – it will define your strategy.
2. Identify and listen to existing conversations.
3. Empower and encourage your internal organizations to participate.
4. Create and cultivate conversations and communities where your customers (and employees!) are.
5. Incent participants to create – and share – great content.
6. Measure your success and adjust your strategy.
7. Engage IT as an enabler of social media
Andrew Lark | Inside Out Confidential 13
What are your goals?
• What are your business goals? Do you want to drive
– Awareness? Consideration? Conversion?
– Customer satisfaction? Brand perception?
– Cost savings? ROI?
– Innovation?
• Once you have identified a clear goal, you have a few more questions to answer:
– Who are you targeting?
– Where does that audience go for information?
– What type of content does that audience want?
– Who in your company can provide that content?
– Where are the biggest opportunities for engagement?
Confidential
Andrew Lark | Inside Out Confidential 14
An approach…
Confidential
1. Start with your goal – it will define your strategy.
2. Identify and listen to existing conversations.
3. Empower and encourage your internal organizations to participate.
4. Create and cultivate conversations and communities where your customers (and employees!) are.
5. Incent participants to create – and share – great content.
6. Measure your success and adjust your strategy.
7. Engage IT as an enabler of social media
Andrew Lark | Inside Out Confidential
Listening & Engagement
Andrew Lark | Inside Out Confidential
Dell’s Social Media Command Center
Andrew Lark | Inside Out Confidential
Top executives actively engage via Twitter
Customer voices frustration… … Dell Listens, Engages and
Resolves issue…
… delighting the Customer whose following retweets to
150k+ users
You're very welcome! @MichaelDell Thank you for the fantastic service - and for the reminder of things still to do! x0x 7:43 PM May 25th via web
Michael Dell jumps in…
@ModelSupplies Thanks for contacting @dellcares and for positive feedback too. Thrilled to hear you are a happy Dell customer! 6:14 PM May 25th via web
Model Supplies raves
Andrew Lark | Inside Out Confidential 18
An approach…
Confidential
1. Start with your goal – it will define your strategy.
2. Identify and listen to existing conversations.
3. Empower and encourage your internal organizations to participate.
4. Create and cultivate conversations and communities where your customers (and employees!) are.
5. Incent participants to create – and share – great content.
6. Measure your success and adjust your strategy.
7. Engage IT as an enabler of social media
Andrew Lark | Inside Out Confidential
Employees are your company’s rock stars 19
Andrew Lark | Inside Out Confidential
Not just a campaign, but in harmony across the fabric of a company
Product Group
Marketing
Services Solutions
Online
Sales
Customer Service
Comms PR & HR
QUALITY
DEMAND
CREDIBILITY
CONVERSION
CYCLE TIME
RESOLUTION
REPUTATION
Andrew Lark | Inside Out Confidential
Own strategy
Lead programs
Tools & Processes
Partner to embed across the company
Marketing Sales
IT Tech Support
Brand Global Communications Product Development
R&D Legal
Dedicated Team < 20 Social Media & Community
Leadership Council
Function Specific Leadership Councils
by program company-wide global by function
How do we engage?
22 22
Social Across the Fabric
Sales
Mktg
Products
Support
HR
multiple points of engagement unique measures
unique ROI
Andrew Lark | Inside Out Confidential
…but with a shared set of principles:
Social Media & Community University
Principles
Policy
Governance
Training & tools
Andrew Lark | Inside Out Confidential
Internal conferences
Andrew Lark | Inside Out Confidential 25
An approach…
Confidential
1. Start with your goal – it will define your strategy.
2. Identify and listen to existing conversations.
3. Empower and encourage your internal organizations to participate.
4. Create and cultivate conversations and communities where your customers (and employees!) are.
5. Incent participants to create – and share – great content.
6. Measure your success and adjust your strategy.
7. Engage IT as an enabler of social media
Andrew Lark | Inside Out Confidential 26
Who’s ready to talk?
• Choose your audience:
– Which sub-segments of your audience are most likely to engage in social media?
• Go where they go: What types of social media do they use?
– Blogging? Micro-blogging?
– Reviewing? Commenting?
– Research?
• Stand out in the crowd
– What other players are already chasing this audience?
– Is your audience’s attention already saturated with identifiable, best-in-class social content that will be hard to compete against?
– Are there places your target audience is underserved?
Confidential
Andrew Lark | Inside Out Confidential
Where to engage?
27 Confidential
Your site
External Communities Your Communities
Team Members
• Why build a page on this particular site?
• Will the community benefit customers?
• Have you resourced the project?
Andrew Lark | Inside Out Confidential
Brain-stormers
Andrew Lark | Inside Out Confidential 29
Trusted advisors
Andrew Lark | Inside Out Confidential 30
An approach…
Confidential
1. Start with your goal – it will define your strategy.
2. Identify and listen to existing conversations.
3. Empower and encourage your internal organizations to participate.
4. Create and cultivate conversations and communities where your customers (and employees!) are.
5. Incent participants to create – and share – great content.
6. Measure your success and adjust your strategy.
7. Engage IT as an enabler of social media
Andrew Lark | Inside Out Confidential
Your fans are often
the unofficial leaders of their
communities treat them like family
31
Andrew Lark | Inside Out Confidential
Reuse the content they create
33
How can a great community post become a great whitepaper and a great email blast and a great banner and a great newsletter, and a great sales presentation, and a great…
Andrew Lark | Inside Out Confidential
Syndicate with scale
Andrew Lark | Inside Out Confidential
Great content creators, curators, and architects are the new celebrities.
35
Drudge
Huffington
Ebert
Kawasaki
Brogen
Get them to amplify your content.
Andrew Lark | Inside Out Confidential 36
Andrew Lark | Inside Out Confidential 37
An approach…
Confidential
1. Start with your goal – it will define your strategy.
2. Identify and listen to existing conversations.
3. Empower and encourage your internal organizations to participate.
4. Create and cultivate conversations and communities where your customers (and employees!) are.
5. Incent participants to create – and share – great content.
6. Measure your success and adjust your strategy.
7. Engage IT as an enabler of social media
Andrew Lark | Inside Out Confidential
McKinsey Research:
The promise of the social media
is being delivered
38
1. Of those surveyed, 69 percent of respondents report their companies have gained measurable business benefits
2. Benefits include: innovative products and services, more effective marketing, better access to knowledge, lower cost of doing business, and higher revenues.
3. Companies making greatest use of the technologies report even greater benefits. Successful companies integrate Web 2.0 technologies with work flows to create a “networked company,” linking themselves with customers and suppliers
Web 2.0: McKinsey Global Survey Results, September 2009
Andrew Lark | Inside Out Confidential
Myriad of Metrics
“Incidental Value” of Social Media
40
Revenue
Views & clicks to dell.com
Community size, Connections
Lower cost, faster hires
Issue tracking, Sentiment,
Share of voice
Social Today
Andrew Lark | Inside Out Confidential 41
Evolution always happens in phases
Experiment
Product
Application
Connected and Scaling
Build Out
Andrew Lark | Inside Out Confidential
62 Countries 14 Languages
Over 140,000 Reviews Submitted 14,461 Different Products Reviewed
75% of All Ratings 4 or 5 Stars
conversion & margin lift revenue/visitor is 3X higher in Japan; 134% higher in US
Generate Business Benefit
42
Andrew Lark | Inside Out Confidential
Five Star Program Brand Insights
Deliver Insights, Change Behavior
Messaging
43
Andrew Lark | Inside Out Confidential 44
An approach…
Confidential
1. Start with your goal – it will define your strategy.
2. Identify and listen to existing conversations.
3. Empower and encourage your internal organizations to participate.
4. Create and cultivate conversations and communities where your customers (and employees!) are.
5. Incent participants to create – and share – great content.
6. Measure your success and adjust your strategy.
7. Engage IT as an enabler of social media
Andrew Lark | Inside Out Confidential
Welcome to the Virtual Era Application and workload efficiency being redefined
45 Confidential
• Enterprise apps migrate to public, private and hybrid clouds
• Tiered storage embraces the cloud
• Flexible services runs remaining infrastructure
• Billions of end-points
• Millennials challenging IT
• New form factors redefine apps
• Intense collaboration
• Exponential growth of unstructured data
• Custom & Enterprise workloads redefined by hyperscale economics
• Highly-scaled, x86, virtualized environments
• Rapid consolidation
Andrew Lark | Inside Out Confidential
How will you redefine IT Economics?
2010 Dell Analyst Meeting
Andrew Lark | Inside Out Confidential
Sources 1. 35 hours of video are uploaded to YouTube every minute (November 2010, YouTube corporate blog - http://youtube-global.blogspot.com/2010/11/great-scott-over-35-hours-of-
video.html)
2. “Visiting social sites is the 4th most popular online activity – ahead of email” (Nielsen, Global Faces & Networked Places, 2009)
3. 300,000+ new users join Twitter daily (Business Insider, "Twitter Finally Reveals All Its Secret Stats." http://www.businessinsider.com/twitter-stats-2010-4#. April 14, 2010.)
4. Multi Screen Media Consumption 2010." (Ericsson ConsumerLab, http://www.slideshare.net/skripnikov/ericsson-co)
5. The average US household will own five to 10 web-enabled devices by 2014 ("Web-enabled TVs present an e-commerce opportunity." Internet Retailer, November 23, 2010)
6. 86,400+ people join LinkedIn daily – half are outside the US (Official LinkedIn Stats. January 15, 2011. http://press.linkedin.com/)
7. U.S. users spend 23% of online time on social networks – and only 8% on email ("Social Networking Dominates U.S. Web Use; Facebook Leads The Way." CRN. August 2, 2010)
8. More than 2/3 of the global internet population visit social networks ("Global Faces and Networked Places: A Nielsen report on Social Networking’s New Global Footprint." The Nielsen Company, March 2009)
9. 600,000,000+ people on Facebook ("Goldman to clients: Facebook has 600 million users." MSCNBC, January 5, 2011)
10. 420,000,000 Facebook users are outside the US (Official Facebook statistics. http://www.facebook.com/press/info.php?statistics. January 15, 2011)
11. 300,000,000 users log in to Facebook every day (Official Facebook statistics. http://www.facebook.com/press/info.php?statistics. January 15, 2011; US and World Population Clock. 7:14 a.m., January 15, 2011. http://www.census.gov/main/www/popclock.html)
12. 30,000,000,000: number of items shared by Facebook users every month (Official Facebook statistics. http://www.facebook.com/press/info.php?statistics. January 15, 2011)
13. 130: number of friends the average Facebook user is connected to (Official Facebook statistics. http://www.facebook.com/press/info.php?statistics. January 15, 2011)
14. 80: number of community pages, groups and events the average Facebook user is connected to (Official Facebook statistics. http://www.facebook.com/press/info.php?statistics. January 15, 2011)
Confidential
Thank you!
48