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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.

4

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

10

Dell - Internal Use - Confidential

#SocialExec program

11

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

13

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