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We know that the social channels offer a myriad of opportunities to reach existing and new customers. Imagine a company where participation in social marketing is a requirement for the entire marketing organization. Dell has increased their social footprint by 60% over the past year by creating a culture around social marketing. Connie will share how Dell is accomplishing the shift of employee participation in social channels from a ‘nice to have’ to a ‘must have’. She will provide best practices for integrating social marketing into the fabric of a company.
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Dell - Internal Use - Confidential
Creating a Culture for Making Business Social
MnSearch SummitJune 27, 2014
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Dell - Internal Use - Confidential
• Defined Community Manager Role across business functions (2006)
• Pioneered big data via insights from social monitoring tool data (2008)
• Transforming social content marketing @DellLeading Global Social Content Strategy and Governance
Connie Bensen
@cbensen #SocialBizology
(presently Social Content Strategy)
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Dell - Internal Use - Confidential
A journey to optimize content and social.
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Dell - Internal Use - Confidential
Are you prepared to be a Social Business?
Source: Sprinklr’s Social@Scale ebook
David Armano
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Dell - Internal Use - Confidential
Creating a culture that supports Social Content optimization
• People and expectations– How do you shift expectations to support integrated marketing?
• Encourage collaboration– Internally across teams– External events
• Shift to customer-centric content– Processes– Tools
[noun] Social Bizologist
definition: The person responsible for guiding the integration of social into the business functions of an organization.
Global Marketing
Dell - Internal Use - Confidential
People and priorities
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Dell - Internal Use - Confidential
@AmyHatDell
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Dell - Internal Use - Confidential
Employee activation via Social Media Certification
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Dell - Internal Use - Confidential
Social SME programEmpowering Dell’s subject matter experts
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Dell - Internal Use - Confidential
#SocialExec program
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Dell - Internal Use - Confidential
LinkedIn 95,000 employees follow Dell’s LinkedIn company page
@JenniferNatDell
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Dell - Internal Use - Confidential
Dell’s Global Primp Your Profile program
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Dell - Internal Use - Confidential
Use LinkedIn to showcase your Company Brand
Global Marketing
Dell - Internal Use - Confidential
Encourage collaboration (internally and externally)
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Dell - Internal Use - Confidential
Dell CAP Days and Social Think Tanks@Konstanze
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Dell - Internal Use - Confidential
Dell team member contributions created a need for a global content calendar
@LPT
Global Marketing
Dell - Internal Use - Confidential
Create customer-centric content
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Dell - Internal Use - Confidential
Make business social across the organization
@CBensen
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Dell - Internal Use - Confidential
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Dell - Internal Use - Confidential
Activating Marketing and Sales teams
@HavilahTower
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Dell - Internal Use - Confidential
Data drives decisions and motivates teams
@BrianMelinat
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Dell - Internal Use - Confidential
Provide teams with Playbooks
• Brand certification
• List of standardized organic keywords
• Content optimization guidelines
• Value proposition messaging
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Dell - Internal Use - Confidential
Revising processes for content marketing
@iamnikkideleon
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Dell - Internal Use - Confidential
Globalizing content@JanineWegner
Be the change that you wish to see in the world
Mahatma Gandhi
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Dell - Internal Use - Confidential
Suggestions for embedding social in the fabric of a company (and optimizing content!)• Integrate social into the workday
– Put on your consultant’s hat and ask teams what their pain points are– Translate how content can be optimized and leveraged in social
– Help teams understand what to start doing, keep doing and stop doing– Provide resources, training and certification
– Create a Center of Excellence with a goal of making social a job requirement– Start with a global intranet site
• Encourage collaboration– Use a weekly core team meeting to drive change– Encourage early adopters to share best practices– Share wins with the world and publish the case studies on Slideshare
• Create customer-centric content– Data is the hook for getting consistent use of tools– Simplify toolsets to avoid fragmentation in reporting and usage
– How can you build a global content calendar?– The tools can guide process revision (use the interest to reverse engineer)
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Dell - Internal Use - Confidential
Questions?
Resources
Optimize
by Lee Odden, TopRank Marketing
Revenue Engine
by Steven Woods, CTO Eloqua
Rise of the Revenue Marketer
by Debbie Qaqish
Altimeter Report: Digital Transformation: Why and How Companies are Investing in New Business Models to Lead Digital Customer Experiences
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