PR Now & Next Conference - Ragan Communications · • Tell interesting stories about the human...
Transcript of PR Now & Next Conference - Ragan Communications · • Tell interesting stories about the human...
PR Now & Next ConferenceSarah Luden
Dell
@SarahLuden@Dell
Dell - Internal Use - Confidential
Dell - Internal Use - Confidential
Who is Dell Technologies?
Dell - Internal Use - Confidential
Our Content Goals
• Create quality content that stands out from the crowd
• Tell interesting stories about the human impact of technology
• Accompanied by truly integrated amplification plans
– SMEs, marketing, communications, digital media
• Strengthen relationships with third party influencers who have an
interesting or shared POV
• Leverage these relationships to position Dell as a trusted advisor, brand of
choice in media coverage, online content, social and at events
Influencer Relations
Dell - Internal Use - Confidential
Principles of engagement
InvolvementMutual respect for two-way dialogue
OpennessHonesty and candor
Relevance Of mutual interest and importance
ListeningGain understanding and perspective
ActionOutcomes influence decisions
Dell - Internal Use - Confidential
Future of Work InfluencersNAME RELATION-
SHIP
RELATIONSHIP WITH DELL TWITTER
FOLLOWING
QUOTED/ MEDIA PRESENCE PHOTO
Eric Vanderburg, Director,
Information Systems &
Security, JURINNOV, LLC
• Developed a AR/mixed reality
byline; placing on Dell’s BI
native channel
@evanderburg
130K
Regularly publishes on LinkedIn; focused
within cybersecurity space
Bob Egan, Sepharim
Group
• Developed two-part HR/CIO
perspective byline series on HR
and IT collaboration
• Attended DEW in 15 and 16
@bobegan
12.4K
Focused on IoT, CIO, enterprise mobility;
speaker
Dan Newman, CEO,
Futurum & Broadsuite
Media Group
• Developed three-part VR series
for FRW.com & NewCoShift
• Colleague Olivier attended Dell
EMC World
• Seeding a Dell Precision,
Canvas & curved monitor
@dannewmanU
V
46.9K
Contributes to top tier outlets (Forbes);
keynote speaker; well-known in digital
transformation space
Jacob Morgan, Founder,
The Future Organization
• Secured Steve Price on
podcast (couldn’t coordinate
due to scheduling)
• Interested in having Dell
support new book
@jacobm
22K
Regularly contributes to top tier outlets
(Forbes, Inc.); well-known in future of work
conversation
Gary Mintchell,
Founder/CEO, The
Manufacturing Connection
• Works closely with IoT team
• $1k per blog post
@garymintchell
4,003
Relevant and respected in automation &
manufacturing topics
Stephane Kasriel,
CEO, Upwork
• No prior relationship w/ Dell
• Released Future Workforce
Study; included in NYT article
w/ Dell
@skasriel
8,317
Fairly frequently quoted in business & tech
outlets on future of work, gig economy,
workforce policy; active speaker on these
topics
Green = close relationship
Yellow = early stages of relationship
Blue = not yet engaged
Dell - Internal Use - Confidential
Influencers in the Press
“Being a social influencer places an increased
responsibility on being credible and being a
leader that people can look to for help and
guidance. Some also argue context is more
important than content. Bottom-line – the role
of the social media thought leader is to
provide actionable context for the right
content.” – Evan Kirstel in Unified
Communication Strategies
“Through the Internet of Things mobile will deliver
information to retailers and others that require our
information to process transactions, eliminating wait lines
and physical barriers to transactions,” says CEO and IoT
expert Tamara McCleary. “Ready to jump off into the
abyss? It doesn’t matter, we already have.” – Forbes
"More companies are publicly
discussing their remote and
flexible work programs as
strategic, long-term programs
directly tied to business
objectives and company values,”
said Sara Sutton Fell, CEO of
FlexJobs. - CNBC
“It’s (freelancing world) only going to continue
to grow unless the government screws it up,”
says Upwork CEO Stephane Kasriel, noting
that millennials and post-millennials are
freelancing more than any other age group.
“And that would be a terrible thing for the U.S.
economy.” USA Today
Dell - Internal Use - Confidential
Content Syndication
A content syndication program is an integrated campaign that extends each piece of
content’s reach, helping engage with the right audiences at the right time.
1. Pitch content as a contributed article or story to media: Team will make a recommendation based on
each piece to determine if it will appeal to media for earned placement
2. Publish the story on Medium (when appropriate): Reach more people, raise Dell’s profile,
elevate executives amongst their peers and key audiences
3. Post the content on Direct2Dell: Keep the Dell audience engaged and the blog populated with fresh
content
Dell - Internal Use - Confidential
Events & Experiences
Dell - Internal Use - Confidential
Event Strategy
Standardize strategy/approach
by event tier
Align on Tier 1 and Tier 2 industry
events for maximum impact
Spokesperson and story alignment
Use internal and external strategic events to advance thought leadership on innovation
External and internal stories hang together to educate team members, retailers, partners in addition to press, analysts, influencers
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Dell - Internal Use - Confidential
Unique Experiences
Salon Events
• Exclusive event series bringing together a diverse group of top thought
leaders
• Quarterly dinners, breakfasts, cocktail hours
• Participants = business leaders, agencies, partners to create conversations
connected to the largest challenges and trends on select topic
• Intimate 10-20 person groups held in key markets across the U.S. – ie. New
York, Chicago, San Francisco, Los Angeles, Austin
• Hold at exclusive restaurants and/or interesting private homes
• Circular table style table or seating to encourage free flowing conversation
vs. a panel format
• Well known moderator to lightly kick-off and guide the discussion
Dell - Internal Use - Confidential
Surprise & Delight
• “Seed” influencers with Dell
products
– Product “toolkit” (spec sheet,
legal documentation, social
engagement tips)
• Purchase copies of influencer’s
book or report or e-book; send a
virtual shout-out or suggest your
executive do so
• Invite influencers for an exclusive
tour, preview of new product
Dell - Internal Use - ConfidentialDell - Internal Use - Confidential
Dell EMC World 2017Las Vegas, NV
• 12,000+ customers, partners, IT admins
• 300+ technology media, analysts and
influencers
• First big splash as newly combined company
Dell - Internal Use - Confidential
© Copyright 2016 EMC Corporation. All rights reserved.
DELL EMC WORLD OPPORTUNITIES
ON-SITE VIDEO/PODCAST
INTERVIEWS
1X1 MEDIA &
ANALYST
INTERVIEWS
(300+
attending)
CXO
NETWORKING
MEDIA
SUMMIT
PANEL
LECTURE
SESSION
PRESENTERS
QUOTES &
BANNERS
PRESS
RELEASE &
SOCIAL MEDIA
KEYNOTE &
LAUNCH
CUSTOMER
AWARDS
PROGRAM
Dell - Internal Use - Confidential
Dell EMC World
Dell - Internal Use - Confidential
Dell’s vision for the Future Smart Office and how
we can prepare and execute now
IoT Field Trip
A customer field trip to get influencers out of the office and experience IoT in action –
exemplifying the real-world impact of IoT
Showcase innovation and product value-add within our target markets:
1) Industrial 2) Manufacturing
Tour of different IoT sites
• Participants will be given Dell IoT branded hardhats
Press and analyst briefings
• Attending media will be given
the opportunity to interview both
Dell IoT executives & customers
Media and influencer dinner
• Host a dinner at a local restaurant
where customers, media and Dell IoT
execs can c deepen their
relationships
Content Creation
• Pre & post- event blog
• Event photography & video for
future promotional use
Social Engagement
• Participants will be encouraged
to share their experience in
real-time across social
platforms
Final Tips and KPIs
Dell - Internal Use - Confidential
Tools we Use
• EveryoneSocial – employee content suggestions and
scheduling
• Traackr – influencer monitoring and engagement tracking
• Sprinklr – social media content management
• Pixabay – stock photography (free)
• Canva – customizing social posts (free)
• Chatter – internal collaboration
• Wordpress – blog platforms
– Direct2Dell and Direct2DellEMC
Questions?