Global Marketing

10 Social Media Tips for Your Business

@AmyHatDell

Global Marketing

MYTH: :REALITY

Social media wastes time It can be used efficiently

Source

Global Marketing

MYTH: :REALITY

LinkedIn is just a place to search for new jobs.

LinkedIn is a relationship building site

Global Marketing

MYTH: :REALITY

Social media should bring quick results

Social media is a marathon, not a sprint

Global Marketing

Social Media Matters To Business

90% of Inc.

500 companies use a major social media platform

60-80% Of

purchase decision in the B2B space are made through online research before contacting the company

77% Of buyers are

more likely to buy from a company if the CEO uses social media (Top Rank)

92% of people

delete emails & voicemails from people they don’t know.

53% of B2B

buyers follow social discussions about vendors they are considering (Top Rank)

Global Marketing

Social Media Matters To Sales People

82% of

prospects can be reached via social media

73% of salespeople using

social selling as part of their sales process outperformed their peers & exceeded quota 23% more often.

54% of social

salespeople have tracked their social selling back to at least 1 closed deal.

8x more engagement

on employee posts than company accounts.

40x more

likely to turn up in a LinkedIn search if your profile is fully completed.

Global Marketing

Your social strategy needs as much forethought as any other business process

@AmyHatDell

1. Planning

2. Listening

3. Engaging

4. Measuring

Idea 1: Write up a plan According to CRM industry analyst, Brent Leary: “Strategic users are almost 3xs more likely to execute activities for engaging prospects than informal users (53% vs. 19%)”

Source: Brent Leary’s Strategically Social: 5 Keys to Becoming a Social Business

Global Marketing

Questions to Ask in the Planning Stage:

• What are the organizations’ goals? • What is the business plan? • What is the current relationship with our customers? • What is the relationship we want with our customers?

How does social media support these goals? Idea 2: Tie social media to your business and customer objectives

@AmyHatDell

I think it starts with understanding what the organization’s goals are…part of the problem is that too many people want to jump into a Facebook “strategy” or a Twitter “strategy” – Shel Holtz

Source: Shel Holtz: http://labs.openviewpartners.com/shel-holtz-talks-content-and-social-strategies/

Global Marketing

Questions to Ask in the Listening Stage

Idea 3: Identify and target your community • Any social strategy first begins with listening to feed & inform your strategic

plan • Listening should be for conversations about the company, product(s),

category, competitors and the industry

• By listening, you gain insights on what people are talking about & how they talk about companies and products

– What are people saying about your brand? – What are the popular topics about your brand? – Who are the advocates, detractors and influencers in your industry? – Where are the conversations happening?

@AmyHatDell

Global Marketing

Listening to conversations: free tools

@AmyHatDell

Twitter.com/Search Google.com/Alerts Socialmention.com

Idea 4: Sign up for free Listening tools if you haven’t already…

Global Marketing

Listening For Insights…

What insights do you gain from listening to your customers?

Global Marketing

Listening For Insights…

What can you deduce from the company announcements?

Global Marketing

Standard conversation values for engagement:

• Authentic • Personal • Transparent • Inclusive • Honest • Conversational • Educational It’s not just about being out there and participating, it’s about being authentic and bringing value

@AmyHatDell

Global Marketing

Engagement: How to get started…

Twitter • ReTweet relevant, useful content and provide comments • Reply promptly • Tweet at events with hashtag --#WBENCconf LinkedIn • Provide status update • Share business relevant content Blogs • Post a comment on relevant blogs Slideshare • Upload most recent, relevant presentation • Tweet, LinkedIn, Google+ that you uploaded presentation with link to share

@AmyHatDell

Global Marketing

Content rules – 80/20

• People more likely to do business with a friend • You need to make friends to influence people • Follow 80/20 rule: 80% to support others and

20% self promotion • Being real on social media makes 80% target

easy to reach • When you share a great article or blog post,

use their twitter name

@AmyHatDell

Global Marketing

When the social salesperson joins conversations

• One size does not fit all

– Etiquette varies

– Topics vary

– Community rules vary

– Ability to talk about your offerings varies

• Listen before you speak

• Do not join a discussion with transactional content

• Focus on adding value to the conversation above all else

Watch to see what types of posts/content get positive responses and plan your content accordingly

Global Marketing

Identifying good content to share:

• Idea 5: Follow Industry Thought Leaders What publications do you already read?

› Follow their Twitter account

› Share content from their site directly to social platforms

– Follow customers, partners and your industry thought leaders

– Follow @SmallBizLady (twitter) – Stay up to date with industry blogs

@AmyHatDell

Melinda Emerson @SmallBizLady Forbes #1 Influential Woman for Entrepreneurs, Host #SmallBizChat,

Followers: 234,321

Following: 19,326

Key Influencers: Small Business:

New York Times @NYTSmallBiz Wall Street Journal WSJBmallBiz

Melinda Emerson @SmallBizLady

Alfred Edmond Jr @AlfredEdmondJr

Marketing/Advertising:

Liz Strauss @Lizstrauss Brian Solis @briansolis

Human Resources:

Society for Human Resources @SHRM_Research

Monster @MonsterWW

Technology Media:

TechCrunch @techcrunch

Wired Magazine @wired

Social Media:

Charlene Li @Charleneli Jeremiah Owyang @jowyang

Customer Experience:

Jackie Huba @JackieHuba

Global Marketing

Online curated sites for relevant content:

Idea 6: Vary your content and keep target audience in mind Lionel Menchaca’s, Dell’s former Chief Blogger, recommendation:

techmeme

Guy Kawasaki recommendations:

Juice

My recommendation:

LinkedIn Pulse Klout Websites you are already reading

@AmyHatDell

Global Marketing

Customer Experience

Social Outreach team formed in 2006 • Tech support experts were then hand-

selected for their tech problem-solving expertise and superior interpersonal skills

• On average team addresses 5,000 posts a week in 14 languages

– 98% resolution rate – 50% ranters to ravers conversion – Team proactively developing helpful

content based listening and engagements

• Idea 7: Listen to your customers to determine relevant content needs @AmyHatDell

Global Marketing

Increasing fans and followers:

• Idea 8: Adopt a relationship mindset. Just as you do with your friends, engage fans and followers in meaningful ways

– Keep asking questions – Create virtual projects

› Brainstorming for a campaign or raising $$ for disaster relief

– Celebrate follower activities & achievements – Add value

› Give sneak peeks, exclusive content and special promotions

– Complete the circle › Tie off the communication: Thank them for reaching out and ask if

you can be of additional assistance

@AmyHatDell

Global Marketing

• First step to controlling your online identity and defining your brand

• You have 8 seconds to capture their attention

• Ensure your profile is complete—it is not a resume.

Complete your LinkedIn profile

DID YOU KNOW? LinkedIn estimates you’re up to 40X more likely to turn up in a search if your profile is complete

@AmyHatDell

Global Marketing

Personalize your connection requests

Good Bad

Global Marketing

Build stronger relationships by bridging social & in-person

• Idea 9: Take advantage of in-person interaction to deepen relationships • Events are powerful opportunities to build relationships • Recommended tools: Twitter & Slideshare

– Offer inside access by “live-tweeting” during the event & use hashtag – Join conversations to share your thoughts and opinions – Connect with influencers attending or covering the event – Post-event, share presentations on Slideshare

@AmyHatDell

Global Marketing

Networking at events

• Ask people you meet if they are on Twitter or LinkedIn

• Follow on Twitter and send LinkedIn connection requests quickly

• Include your Twitter handle and LinkedIn URL on business cards

• Use social media to continue relationship building after the event

Global Marketing

No single measurement for social media success • Idea 10: Select key performance indicators based on your objectives

@AmyHatDell

Influence Ex. # page likes,/shares, external RTs, #

of subscribers

Advocacy Ex. Message delivery, sentiment,

recommendations

Insights Ex. Cost savings over focus

group/surveys, campaign insights, competitive insights

Awareness Ex. Monthly gross impressions, # of

fans/followers

Engagement Ex. Total interactions, # fan

photos/videos, % engaged on page, comments/posts

Support Ex. Questions answered, # of avoided

support calls

Global Marketing

Social Media data is vast

@AmyHatDell

Get Organized:

• Determine relevant media for key performance indicators

− Facebook, Twitter, Blogs, Message Board, Forums

• Decide on data collection process

− Web crawler, API, screen shots, exports, etc.

• Define cadence

− Real-time feeds, daily reports, weekly analysis, monthly scorecards

• Measure Impact − What influence will improvements

have on business goals

Global Marketing

Types of success metrics aligned with goals

@AmyHatDell

Reach

Social Impact

• visits, pages viewed, navigation paths, links clicked

Influence

Customer Impact • likes, re-tweets, sentiment, forwards, membership

Outcome

Business Impact • sales inquiries, new business leads, customer loyalty

Global Marketing

Top Ten Ideas:

Idea 1: Write up a plan Idea 2: Tie social media to your business and customer objectives Idea 3: Identify and target your community Idea 4: Sign up for free Listening tools if you haven’t already… Idea 5: Follow Industry Thought Leaders for content inspiration Idea 6: Vary your content and keep target audience in mind Idea 7: Listen to your customers to determine relevant content needs Idea 8: Adopt a relationship mindset. Just as you do with your friends, engage fans and followers in meaningful ways Idea 9: Take advantage of in-person interaction to deepen relationships Idea 10: Select key performance indicators based on your objectives

@AmyHatDell

Global Marketing

Top Ten Questions Executive should ask:

Question 1: How will social support my business goals? Question 2:What is the conversation volume and sentiment about my business, products or services? Question 3: Which online communities are important to my business and is my team involved in those conversations? Question 4: Are there other technology conversations taking place that my team should be a part of and if so where? Question 5:Are there specific content gaps or customers questions that aren’t getting addressed? Question 6: Who are my industry’s Influencers? Question 7: Which of my customers are online? Question 8: Am I connected with our most important customers online? Question 9: Have I identified subject matter experts on my team to connect with those influencers? Question 10: Am I taking advantage of customer feedback and insights via social media?

@AmyHatDell

Global Marketing

Make time for social media

@AmyHatDell

• Add 30 minutes to your calendar 2x a week to listen or engage in social media

• Don’t go overboard – just start with 1-2 platforms

• Download social applications to your phone

• Find a social media mentor

• After a customer meeting, thank the customer in social media

• Use relevant hashtags to connect with event attendees, speakers, etc.

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THANK YOU!

Connect With Me! Amy_Heiss@dell.com

linkedin.com/in/AmyHeiss

@AmyHatDell