Empowering Your Virtual Voice

Liz Brown Bullock, Director Social Media & Community, Dell@lizbbullock#wec2012

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Business is socializing with purpose

Graphic thanks to Gapingvoid.com Hugh MacLeod

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August 2006Blog outreach expands beyond tech Support

August 2006Blog outreach expands beyond tech support

December 2006Ratings and reviews on Dell.com

July 2006Direct2Dell launchedToday Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese.

February 2006Michael Dell AsksWhy don’t we reach out and help bloggers with tech support issues?

January 2007StudioDell launchedDell’s video and podcast site, with helpful tips and tricks. Eventually expanding this into the YouTube channel making sharing easier.

February 2007IdeaStorm LaunchedA voting based site allowing customers and others to submit ideas for Dell.

June 2007Dell joins Twitter

Dell launchesEmployeeStormInternal Blogs Launched for Employees.

October 2007Michael Dell quote in Business WeekJeff Jarvis story quote, “These conversations are going to occur whether you like it or not. Do you want to be part of that or not? 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 2007DellShares launchedThe first investor relations blog by a public company.

January 2008Dell aligns organization

for success

February 2008Twitter expanded

March 2008Accepted Solutions launched on Community Dell France begins Online Community Outreach

May 2008Dell Outlet achieves $0.5M in sales via TwitterCommunity team active on Twitter

Small Business blog launched

April 2008Inside IT launchedBlog focused on business customers, and Cloud Computing.

June 2008Channel blog launched

January 2009Dell Organizes in to4 customer focused business units

Spring 2009Some Members of Community and Conversations deployed within each of the new Dell Business units

June 2009$2M+ Salesvia Twitter

2009Dell TechCenter

June 2009Global Twitter revenues of $6.5 M

December 2009Huffington Post Blog

China Micro-Blogging

2006 2007 2008 2009 2010 2011

October 20101Altimeter recognizes Dell with

“Open Leadership Award for Innovation and Execution on

Listening

June 2010

Dell launches B2B pagesFacebook

April 2011 Dell named #1 most social brands in ranking of 100 top

Dell Social Media and Community University launched/5,000 teammembers trained byend of year(Aug.)

March 2010 Launch @DellCares; today 24/7 11 languages

Dec 2010 launched

Social Media Listening

Command Center

Five year journey of embedding social to be a better business

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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

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How companies organize for social media:

• Holistic: Everyone is in customer service and support and any employee who wants to be social is enabled

• Dell & Best Buy’s Twelpforce are examples

Source: Survey of 140 Corporate Social Strategists, Altimeter Group, November 2010

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Empowering employees: Social Media & Community University

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Policy

Principles

Governance

Training & tools

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This discussion will cover…

How Social Media is changing our

landscape

Planning: 10 tips to get you started & keep you going!

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What is social media?

• Any tool or service that uses Internet to facilitate conversations

• Words, pictures, video, audio, experiences,

observations, opinions, news and insights

• Connections and collaborations between friends, peers, and influencers

• The redistribution of influence

• An opportunity and privilege

- Brian Solis, “Engage!”Confidential8

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The Social Media Revolution

Video Thanks to Erik QualmanSource: http://www.youtube.com/watch?v=0eUeL3n7fDs&feature=related

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Social Media is reinventing how business is doneRed Robin, Gourmet Burgers

• 460-restaurant chain used internal social network to launch new sandwiches

• Traditional 6 month process: mailing spiral-bound books, getting feedback, etc

• Taught managers recipes, fastest way to make them all via video & online in days

Companies are using social to:

• Build teams that solve problems faster• Share information among employees, partners & customers• Bring customer ideas & input in to the company

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Customers want to interact

• 93% of Americans believe a company should have a social media presence

• 85% believe a company should be active with customers in social media

• 56% feel a stronger connection with companies they interact within in social media

Source: Cone Research of 1000+ Americans, September 2008

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Planning

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

1. Planning

2. Listening

3. Engaging

4. Measuring

Tip 1: Write up a plan According to CRM industryanalyst, Brent Leary:

“Strategic users are almost 3xs more likely to executeactivities for engaging prospectsthan informal users (53% vs. 19%)”

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

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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?

Tip 2: Tie social media to your business and customer objectives

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/

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Embedding social to Dell’s purpose:

• Deepening our customer relationships and helping our customers thrive

• Dell encourages thoughtful and customer focused interactions at every touch point

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Listening

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Questions to Ask in the Listening Stage

Tip 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?

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Dell’s Social Media Listening Command Center25,000 posts a day

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Listening report: 2012 Egyptian Elections

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Listening to conversations: free tools

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

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

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Listening to conversations: Twitter search

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Listening to conversations: Google.com/Alerts

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Listening to conversations: Socialmention.com

Google.com/Alerts

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Fish where the fish are…

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Where? Broad use social media platforms

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Let’s start engaging…

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Engagement pyramid

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Standard conversation values for engagement:

• Authentic• Personal• Transparent• Inclusive• Honest• Conversational• Educational

It’s not just about being outthere and participating, it’s about being authentic andbringing value

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Engagement Ideas to get started…

Facebook• Like• Comment• Post link to an article of interest• Check inTwitter• ReTweet relevant, useful content• Reply promptly • Twitter events with hashtagLinkedIn• Recommend a team member• Provide status updateBlogs• Comment on relevant blogsSlideshare• Upload most recent, relevant presentation• Tweet and/or post on facebook that you uploaded presentation

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Develop compelling content and make it shareable

Source: http://blog.hubspot.com/blog/tabid/6307/bid/14353/60-of-Social-Media-Messages-are-Links-to-Published-Content-Data.aspx

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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

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Identifying good content to share:

• Idea 5: Follow @lizstrauss (twitter)

– What publications do you already read?› Follow their Twitter account

– Follow customers, partners and your industry thought leaders

– Follow industry experts and thought leaders in social media

– Stay up to date with industry blogs on Google.com/reader

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Google Reader

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Online curated sites for relevant content:

Idea 6: Vary your content and keep target audience in mind

Lionel Menchaca’s, Dell’s Chief Blogger, recommendation: techmeme

Guy Kawasaki recommendations:Smartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)

My recommendation:LinkedIn Today@LinkedInToday (twitter)

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Schedule posts via BufferApp.com

• Idea 7: Avoid pushing the same content to all your platforms

• Buffer: Available for Twitter, Facebook & LinkedIn

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Increase fans & followers

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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

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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

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What the heck is a #hashtag?!?

• Relevant keyword or phrase prefixed with the symbol # (no spaces)

• Objective: categorize on common topics & allows search

• Searching by hashtag, allows you to see all conversations

• Hashtags are extremely popular at events. It allows likeminded folks to connect, plus share conference insights to the outside world

Reminders:• Before you publish a new hashtag, check & see if

it is being used• Keep it short! Only 140 characters in Twitter• Publish out your hashtag everywhere before

events

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Measuring

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

objectives

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InfluenceEx. # page likes,/shares,

external RTs, # of subscribers

AwarenessEx. Monthly gross impressions, # of

fans/followers

AdvocacyEx. Message delivery,

sentiment, recommendations

EngagementEx. Total interactions, # fan

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

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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 @Lizstrauss (twitter) for content inspiration

Idea 6: Vary your content and keep target audience in mind

Idea 7: Avoid pushing the same content to all your platforms

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

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Make time for social media

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• 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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When you rock, the world pays attention…

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Thank You

Q&A

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Dell social media toolkitGuide to how small and medium businesses can make the most of social media

www.slideshare.net/DellSMB/dell-smb-socialmediatoolkit

The guide includes:• How to develop a social media

strategy• Creating social media guidelines• Best practices and case studies• Choosing your social media channels• Measurement and influence• Tips from social media experts• Practical advice to get started

Available online

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Influential women on Twitter

Gigi Ibrahim@Gsquare86Cairo, EgyptFollowers: >52,800

Marina Petrillo@alaskaRPMilano, ItalyFollowers: >7,600

Françoise Boivin@FBoivinNPDGatineau, QCFollowers: >1,900

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Don’t forget about your personal brand

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If you are not branding yourself, you can be assured that others are doing it for you…

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Scott Monty, Ford, is a big deal in social media

• Monty best recognized face for Ford• Ford first brand to debut car on Facebook vs. auto

shows• Ford first major brand on Google+• Successful for forging new social media paths

Example: Ranger Station, fan site, received cease & desist letter for copy infringement

– Bloggers started igniting torches on a case of corporate bullying

– Ford had already been in online conversations– Monty previously spent 5 years blogging & making

connections– Ranger site could continue operating, so long as they

discontinued the sale of unlicensed Ford merchandise.– A first for social leading crisis management

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Why employees should care?

Strong personal brands add value to corporate brands!

• Publicity & visibility

• Build organizational credibility

• Increased Engagement levels

• Expands influence

• Human connection to organizations

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5 Questions

Question #1: What are your goals?

Question #2: What do you value?

Question #3: What are you passionate about?

Question #4: What motivates you?

Question #5: What makes you remarkable?

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5 Rules

Rule #1: Be Diligent

Rule #2: Be Consistent

Rule #3: Be Relevant

Rule #4: Be Interesting

Rule #5: Be Yourself

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5 Steps

Building lasting, effective personal brands takes time and there is no one-size-fits-all process

Step #1: Take Inventory

Step #2: Develop a (Brand) plan

Step #3: Craft Your Identity

Step #4: Choose the Right Tools & Channels

Step #5: Measure & Repeat

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Tools & Channels

Tools & Channels:You have to use them to understand them • Websites• Blogs/micro-blogs• Podcasts• Social Networks (Facebook, LinkedIn, Twitter)• Events

Don’t Forget to:• Make yourself findable (SEO, social networks)• Cultivate relationships with peers, influencers, customers• Donate your expertise to a cause• Start & join conversations

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“We are CEO’s of our own companies, Me Inc. To be in

business today, our most important job is to be head marketer for the

brand called you”

- Tom Peters