Engaging Members Through Social MediaAugust 13, 2014

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Amy HeissSocial Media & Community

Program Manager

@AmyHatDell

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• Global Lead for Dell’s Social Media Training & Activation Program (SMaC U)

• Previously ran Dell’s Social Media Listening Command Center

• Amy & her husband live in Austin with their 2 very active children

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Today’s Agenda• Why Social Media

• Dell History

• Social Media & Community University (SMaC University)

• Top 10 Ideas

• Top 10 Questions an Executive Should Ask

• Make Time for Social Media

• Q&A

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HigherEngagement

Socially Mobilized Workforce

Brand Advocates

Real-timeResponse & Engagement

Dynamic Communicatio

n

EmpoweredWorkforce

Over 50% of organizations now

consider Social Business

applications to be imperative or significant

to business goals.

Benefits of Social Media

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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?

Idea 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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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?

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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 Questions to get started…

Twitter• ReTweet relevant, useful content and provide comment• Reply promptly • Twitter events with hashtag #FoodieChat, #SmallBizChat

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

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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 Other Restaurants/Influencers

– 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

Followers: 7,397Following: 4,674

Key Influencers:@WeRRestaurants@UNFI@susanbeebe@Pinkberry@Sunda@DZRestaurants

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Online curated sites for relevant content:

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

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)LinkedIn Pulse

Schedule posts

Avoid pushing the same content to all

your platforms

Sites to Consider:• Buffer• Later Bro• EveryoneSocial

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Customer Experience

Provide Customer Service and address fans in social media.

@DellCares• On average team addresses 4,000

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

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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

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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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

AdvocacyEx. Message delivery, sentiment,

recommendations

InsightsEx. Cost savings over focus

group/surveys, campaign insights, competitive insights

AwarenessEx. Monthly gross impressions, # of

fans/followers

EngagementEx. Total interactions, # fan

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

SupportEx. Questions answered, # of avoided

support calls

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Types of success metrics aligned with goals

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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

Free Tools to compile this data

Google Analytics, Bitly, Analog, Webalizer

Social Media platform metrics and analysis tools

KwikSurvey,Survey Monkey

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Value the real-time insights

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• Social media can also provide timely insights into campaign research, competitor analysis, sales leads, and customer needs

Circle of Social Life

ListenAnalyze

for Action

Quickly Track

Results

Tweet

Satisfied customer

Issue Fixed!Technician

Call Support

Issue

Customer Reach mass

0

50

100

150

200

250

300

350

4/5

4/1

2

4/1

9

4/2

6

5/3

5/1

0

5/1

7

5/2

4

5/3

1

6/7

Volume of posts

Apr - Jun

@XYZCares been on hold 90+min now…

Another flawless, painless experience with XYZSupport

• Real time data vs. waiting for calls/surveys

• Identify & resolve the Negatives

• Accentuate the Positives

• Unsolicited feedback can be more genuine and typically not biased

Negative

Positive

Too many transfers?

Unable to identify/resolve issue?Slow service?

Thankful customers- Spare parts- Saving in IT

Social referrals- Should get PS- Refurbs

500 friends

5K followers

23 Confidential Social Media Listening and Customer Insights

There was no big differentiation between the messages on security systems of HP, Lenovo and Dell• Fingerprint reader technology was perceived as a favorable security feature

after Apple’s announcement of the technology

• Customers remembered the fingerprint readers in laptops made by OEMs since the 9/10 announcement

• HP’s free security software was mentioned frequently in social HP Lenov

o

Resource: Radian 6 June 17 to Oct 1, 2013

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#SocialSME Scorecard Unleash Your Experts

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#SocialExec Activate Your Executives

Personalized sessions per executive--Individual social media audit--LinkedIn consulting session--Scorecard

26 Confidential Social Media Listening and Customer Insights

Create A Social Culture

Special employee events for social media advocates• Guest speakers• Love notes• Movie Day• Happy Hours

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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 Influencers (twitter) 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

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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?

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.

Thank you for Listening

Q & A