Social Business Imperative

Liz Brown Bullock, Director Social Media & Community, Dell@lizbbullockLiz Brown Bullock (LinkedIn)#WPO

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Business is socializing with purpose

Graphic thanks to Gapingvoid.com Hugh MacLeod

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This discussion will cover…

Social Media landscape and

business value

Planning: 10 tips to

implement in your business to be more

effective

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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

Confidential4Social Media definition thanks to Brian Solis, “Engage!”

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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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Power of social media

More than ever – a company’s brand is influenced by what consumers are saying about the brand

How companies market, sell to and support their customers is changing…

25% of search results for the world’s top 20 largest brands are links to user-generated content

(Socialnomics, ’09)

80% of consumers research products online every week

(2012 Consumer Views of Live Help Online, A Global Perspective, Oracle)

CEO’s predict social media will become #2 way to engage with customers, pushing past websites and call centers.. (IBM CEO Study 2012)

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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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January 2008Dell aligns organization for success

August 2006Blog outreach expanded beyond tech Support

December 2006Ratings and reviews launched on Dell.com

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

February 2006Michael Dell askedWhy 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 2007QuestionStorm launchedA voting based site allowing customers and others to submit Questions for Dell.

June 2007Dell joined Twitter

EmployeeStorm launchedInternal Blogs Launched for Employees.

October 2007Michael Dell quoted in Business WeekIn response to Jeff Jarvis question around whether companies want to be part of the online conversation: ”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.

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

May 2008Dell Outlet achieved$0.5M in sales via Twitter

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

June 2008Channel blog launched

January 2009Dell Organizes into four customer focused business units

Spring 2009Members 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

March 2010Dell joins Sina Weibo in China

2006 2007 2008 2009 2010 2011

Altimeter recognized

Dell with “Open Leadership Award for Innovation and

Execution”

Social Media & Community University (SMaC U) launched5,000 teammembers trained byend of year

B2B pages on Facebook

Dell named the No. 1 most social brand

6 Awards for the Social Media Listening Command Center

June 2010CAP Days launched In-person events for vocal online customers

December 2010

Social Media Listening Command

Center launched

Seven years journey of embedding social to be a better business

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2012

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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

Questiontion

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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Where is the ROI Business Value of Social Media

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Social Media creates business value for Dell

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Touches all Business

• B-to-C, B-to-B• Marketing & Brand, Awareness, Demand Gen, Sales, Support, Loyalty,

Conversion, Quality, Competitive Insight, etc.

Engagement drives

Revenue

• Social engagement drives dell.com traffic and higher conversion• Dell Community members spend more with Dell • Benefits across full customer lifecycle• Listening delivers new leads and sales

Additional Value

• Optimized Costs & Process Improvements:• Customer driven innovation, Support, Early Warning System, Marcom Efficiency,

Enhanced business intelligence on competitors, acquisitions, etc.

• Improvements in Health of Business by becoming a trusted advisor

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Awareness

Research & Consideratio

n

Demand / Lead Gen and Sales

Support

CLV (loyalty)

• Insight: Social media improves Dell’s reach and share of voice

• Insight: Social Media provides the highest ROI demand gen vehicle

• Insight: SM keeps customers engaged, provides solutions and improves loyalty

• Insight: Social media based support improves sentiment and correlates with higher revenue

• Insight: Established causality between social media activity and purchase

Impact through customer lifecycle

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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

Idea 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?

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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Foundation of social strategy: Focus on Value Drivers

Value to Customers Value For DellSocial connections meet variety of needs across customer segments, and enable customers to …

Social connections create potential for tangible impact against Dell’s key value drivers …

• Retention• Profitability

• Brand awareness• Lead generation• Net Promoter Score

• Support• Sales and marketing

• Unique visitors• Visits/page

views

• Indirect R&D savings

Deepen connections based on shared interests

Express themselves

Receive exclusive rewards & recognition

Get advice & validation about decisions

Solve a specific problem (theirs or someone else’s)

Marketing Spend Efficiency

Traffic

Customer Lifetime Value

Cost Savings

Customer Insights Drive Innovation

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Dell’s social strategy:

• Embed social in the fabric of the company, deepen customer relationships as a better way to do business

• 8,000+ certified Dell team members

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Listening

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

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Listening to conversations: free tools

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

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

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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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Listening to conversations: Twitter search

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Listening to conversations: Google.com/Alerts

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Listening to conversations: Socialmention.com

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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 Questions to get started…

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

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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Thanking Customers #DellLove

Surprise & delight our customers to create memorable experiences• Weekly videos created to thank customers• Ability to answer questions or offer Product Recommendations• 200+ videos created to date with 4MM+ reach• http://www.youtube.com/watch?v=En5putiBDTg

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“By creating this video to thank me, Dell has successfully evangelized itself … I will go on and on about this incident anytime someone talks to me about Dell or seeks my advice while buying a computer. And so I act as an evangelist for Dell which can possibly get them more business.” – Social Paparazzi, HappyMarketer.com

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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

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Sign up for an RSS Reader

Various options:

• Google Reader closing 7/31• NetVibes• NewsBlur• The Old Reader• Feedly

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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

• Buffer: Available for Twitter, Facebook & LinkedIn

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Customer Experience

Social Outreach team formed in 2006 • Tech support experts were then hand-

selected for their tech problem-solving expertise and superior interpersonal skills

• On average team addresses 3,000 posts a week in 11 languages

– 98% resolution rate– 45% 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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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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Dell’s CAP Days & Social Think Tanks

Customers giving feedback on Dell’s business

Dell facilitating topic-based discussions & brainstorms with influencers not customers

Outside In Inside OutCustomer Feedback

Customer Feedback

Customer Feedback

Customer Feedback

Influencer

Dialogue

Influencer

Dialogue

Influencer

Dialogue

Influencer

Dialogue

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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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IdeaStorm & Storm Sessions

Launched in 2007 to provide customers with avenue to share Questions on products, services and operations

• 60,000+ User Accounts• 18,000+ Questions• 739,000+ Votes• 97,000+ Comments• 520 Questions Implemented

Most recently supported new product launch (Project Sputnik) to address new target audience (developers)

• Ideastorm members 50% higher in revenue vs. non members

• Purchase Frequency 33% higher

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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: 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?

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Don’t forget about your personal brand

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“Transparency, vision and open communication are key to great leadership. Social media plays such an influential role in shaping a company’s brand image.

What’s more, customers expect to hear from the

executive leadership team on social media channels, as a direct way to connect and engage with the

brands they love..”

Aman Singh, Editorial Director, CSRwire

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WHO are you?  Decide perception framework and how to build your online reputation

WHY are you engaging and participating in social media?Objectives to achieve and how social activities will impact your Dell role

WHERE will you engage in the social space?Understand where customers, influencers and industry are most active

WHAT is your content and engagement strategy? Determine topics and subject matter that you can speak on as an expert

Every action needs to align to your personal brand

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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…

Graphic thanks to Gapingvoid.com Hugh MacLeod

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Thank You

Q&A