Presentation on Dell's Social Media alignment with the Brand. 25 April 2013. Public Relations Institute of Ireland Annual Conference 2013. PR at the media crossroads
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1. Social MediaHow Dell aligns Social within the
OrganisationPRII Annual Conference, Dublin 25/04/13Stephen Jio -
Dell
2. 2 @stephenjatdellSocial Media:enabled by technologydriven by
content 3. Social media VirtualMobile CloudAlways
onDataexplosionTechnology trends are changing the way we connect
with each other.3 @stephenjatdell 4. Technology trends are changing
the way we connect with each other.4of the worldspopulation are
nowusing the Internet.3 BillionBy 2016, 350M employeeswill use
smartphones. 200Memployees will bring theirown device to work.350
Millionof mid-market companiesare using cloud models intheir
business (SaaS).>50%58 Billionmobile applicationdownloads by
20152.5 Quintillionbytes of data being createdevery day.of
workloads customersexpect to virtualize by 201473%@stephenjatdell
5. 5 @stephenjatdellSocial Media:technology tocollaborate 6.
@stephenjatdell6ProductR&DCommunicationsCustomerServiceMarketingEmployeesRetailingA
business can be like a puzzle. 7.
@stephenjatdell7ProductR&DCommunicationsExternalCustomerServiceMarketingEmployee
OnlinePresenceNot all pieces interconnect. 8.
@stephenjatdell8ProductR&DCommunicationsExternalCustomerServiceMarketingEmployee
OnlinePresenceSocialMediaSocial Media: connects the business. 9.
@stephenjatdell9ProductR&DCommunicationsExternalCustomerServiceMarketingEmployee
OnlinePresenceSocialMediaSocial Media: facilitates the
conversation.equally important to usesocial media internally
tofacilitate communicationbetweendepartments, overcomegeography,
and ultimately tomaximize productivity..Steve Nicholls, author 10.
@stephenjatdell1061% find it easier toCollaborate60% find that
internal socialmedia demonstratesInnovation58% find a company
thatdeploys internal social mediais one to TrustEmployee Social
Media network1 Source: APCO Worldwide and Gagen MacDonald, Survey
on the State of the U.S. Workplace as Viewed by Americas Workforce,
October 2011. 11. Social Media is about sociology and psychology
morethan technology. Brain Solis Principal of Altimeter
Group@stephenjatdell11 12.
@stephenjatdell12ProductR&DCommunicationsExternalCustomerServiceMarketingEmployee
OnlinePresenceSocialMediaEmployee Focus Internal Social engagement
Increased Collaboration Enable virtual InnovationSocial Media:
content drives participation. 13. Internal Social Media -
Chatter@stephenjatdell13 Accessible for all 100,000+ staff Over
2,000 subject matter groups Project management with work flow Share
files and lock view only Multi-platform (tablet, smartphone) 14.
@stephenjatdell14ProductR&DCommunicationsExternalCustomerServiceMarketingEmployee
OnlinePresenceSocialMediaCommunications External Brand
reinforcement Announcements Talent acquisitionSocial Media:
effective niche targeting 15. @stephenjatdell15 25/04/2013Social
Media: builds Brand valueIrish Cancer Society: Daffodil Day Key
component in an overallcampaign Promotes association withevent and
Dell Ireland Dell Ireland Twitter trendingin Ireland during event
Created mobile appover 500+ uploads 16. 16 @stephenjatdellSocial
Media: generates excitementDell Vlog YouTube channel Dell Ultrabook
Challenge hadover a million views in first 48hours Over 13 millions
views on Vlog In addition to products Quarterly results Community
service Customer Stories 17.
@stephenjatdell17ProductR&DCommunicationsExternalCustomerServiceMarketingEmployee
OnlinePresenceSocialMediaSocial Media: ideas are borneProduct
Research & Development Product ideation Feedback loop Early
warning detection 18. 18 @stephenjatdellSocial Media:
crowdsourcingIdeaStorm: tapping into the collectiveintelligence of
the community Introduced in 2007 Over 18,000 ideas submitted Over
of a million votes 97,000 comments +520 ideas implemented 19.
@stephenjatdell19ProductR&DCommunicationsExternalCustomerServiceMarketingEmployee
OnlinePresenceSocialMediaCustomer Service Listening Outreach
Providing solutionsSocial Media: engaging the community. 20. 20
@stephenjatdellSocial Media: 1 to many supportDellCares: support
outreach Regional teams provide localised service Over 3,000+
engagements a week 11 languages Proactive and reactive Positive
impact to customer satisfaction: 45% conversion rate 21. 21
@stephenjatdellSocial Media bestpractice orThink before youjump 22.
22Creates an environment that aligns with your Brand behaviour.1.
Identify, Define Social Media strategy and policies2. Train Staff
for self-empowerment3. Listen to the Community4. Engage and Act
consistent with your brand5. Quantify
results@stephenjatdellBUILDEXECUTESocial Media: in 5 stepsMEASURE
23. Listening23 @stephenjatdellIdentify:What do YOU wantfrom YOUR
SocialMedia efforts?Brand ReputationConversationCustomer
StoriesEngaging Virtual Project ManagementSharing
ideasFeedbackCampaignsViral ContentCollaborationDemand
GenerationCRMPotential IssuesImportant AnnouncementsCompetition
BuzzSupportBUILD 24. 24 @stephenjatdell Training is essential
Clearly sets out the principles oflistening and engaging Puts
processes in place to execute Principles Policy Governance Allows
for ALL employees to participate Minimises risk and exposure for
acompany Also for agencies and contract workersBUILD
Training:Empowering themasses! 25. "Social media is the ultimate
canary in the coal mine.- Jay Baer@stephenjatdell25 26. 26
@stephenjatdellBrand ReputationProduct Evaluation Potential
IssuesInstant FeedbackQueries on Product/ServicesSupportCustomer
StoriesPeer to Peer InfluenceCommentsSales Lead Generation27,000
posts daily about DellEXECUTEWhy you need toListen! 27.
@stephenjatdell27 25/04/2013EXECUTE Utilise a tool that covers
theentire Social landscape Set intelligent listeningcriteria Make
it available on multipleplatforms and provide alertsListening
tools:Its all in the setup! 28. "Engaging in honest, direct
conversations with customers andstakeholders is a part of who we
are, who weve always been."- Michael Dell@stephenjatdell28 29.
@stephenjatdell29 25/04/2013 Allows for indirect access toSocial
properties Publishing tool providesintegration with analytical tool
Centrally monitored Multi-platform Used for campaign planning
Built-in workflowSocial Publishing:Management/ControlEXECUTE 30. 30
@stephenjatdell Engagement doesnt meanresponding to everything! Do
not use to neutralise or argue adissenting opinion Look for
landmines Think before you post, the deletebutton doesnt workand
dont Tweet when youre in a badmoodEngagement:Food for
thoughtEXECUTE 31. Number of Fans and Followers is NOT a Business
Metric What You Do With Them Is. Jeremiah Owyang@stephenjatdell31
32. @stephenjatdell32 25/04/2013MEASUREAnalytics:Measuring
whatsimportant Brand Health Net Promoter Scores, Social Net
Advocacy Customer Satisfaction (Social Support) Within the Social
environment, communityresponses Conversion (User Content) Customer
reviews, user generated content Consideration Effectively driving
traffic to dell.com Revenue Social associated purchases, indirect
anddirect attributed 33.
HostedCommunitiesExternalCommunityExternalCommunityExternalCommunityExtranetsInternalNetworksInternalExternalEmployeesTopicalExpertsCustomersDirect2DellSalesExternalCommunitySupportSocial
Ownership:A complex modelCommunications 34. Social Media: process
ownershipStrategyBusiness unitsGovernanceSocial
Media1TrainingSocial MediaTacticalBusiness / Comms2 334
@stephenjatdell 35. Thank you@stephenjatdell
