Social Roles in the Enterprise - PRSA CenTex
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Global MarketingConfidential1
Social Roles in the EnterpriseAmy Tennison, Social Training & Activation Global LeadTwitter: @AmyTennison
Global Marketing
The Social Media Revolution• Video Link: http://www.youtube.com/watch?v=QUCfFcchw1w
Confidential2
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“It’s not ‘media,’ it’s simply communication. Think of it more like the telephone than the TV.”
- Amy Jo Martin, Digital Royalty CEO
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Social media will make you better at your job even if it’s not “doing social media”
Harvard Business Review weighs in
• The most expensive employees spend:– 28% of their time reading/replying to emails
– 19% of their time tracking down information
– 14% of their time collaborating with co-workers
– Social media could represent a 20-25% increase in efficiency in these activities
• “Dig out the dark matter”– High-value knowledge is hidden in oral traditions
or buried on hard drives
• Source: http://blogs.hbr.org/2012/08/social-medias-productivity-pay/
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Today I’ll discuss…
What I do & how I got
there
How Dell is staffing &
driving adoption of
social
Tips for building out your social
persona
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How I saw my career path after graduation
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Source: http://gettingsmart.com/2013/07/goooooaaaals-need-to-be-tracked/Attributed to Demetri Martin, the author of a book called This Is A Book.
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How it really works
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Source: http://gettingsmart.com/2013/07/goooooaaaals-need-to-be-tracked/Attributed to Demetri Martin, the author of a book called This Is A Book.
Global Marketing8 Confidential
Consistent networking is the difference between getting to the next level vs. next role
New RoleNew Role New Role
Ne
two
rking
Inte
nsity
Career Progression
Network outside AND inside your company.
Don’t wait until you need something to
connect.
Inconsistent networking
Consistent networking
New Role
New Role
New Role
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My career path: networking + constantly evolving scope of role
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Online MKTG
Experiential MKTG
Go-To-Market Strategy
Social Media, Employee Engagement & Change
Management
• Launched Dell’s first year-round student micro-site
• Created innovative site elements to drive email opti-ins including Online Gift Registry aka Wish List (38k users), interactive Shopping Advisorand the Swag Arcade (avg time on page 8+ minutes)
• Sponsored pro-gaming team to blog on our site & host online gaming tournaments
• Transitioned 180 campus reps to Digital RAs
• Developed social media & experiential activations
• Dell Superprom Contest garnered free coverage for Dell from 18 news stations
• Dell Campus RockstarFacebook App generated 272K installs and over 130M media impressions
• Provided guidance to merchandising managers on Gen Y system configurations and bundles
• Pitched Apple Compete Campaign that drove a 26% shift in product mix to high margin systems (13% GM)
• Utilized Out-of-Home media to reach students on campus and in high schools
• Co-launched Dell’s internal social media training & certification program: Social Media & Community University (SMaC U)
• Developed new social activation programs such as the Social SME Program
• Led top-down social media implementation in key organizations
• Partnered with external vendor to activate employees around new marketing org & process changes
Re-org+ Mktg Org &
Process Activation
Internship at Makos
Advertising
Marketing Manager,
Student Discount Program
Program Manager, SMaC University
Global Lead, Social Training & Activation
Re-org+ Program
Lead
Intern Manager
Co-worker recommended by manager
Cross-team partner
New skills & pitched/executed ideas not in original job scope
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Career framework
Confidential
Current job:Global Lead, Social Training & Activation
FUNCTIONAL GAPS
FUNCTIONAL GAPS
COMPETENCY GAPS
COMPETENCY GAPS
LEADERSHIP GAPS
LEADERSHIP GAPS
Pe
rson
al Co
nsid
eratio
ns/ C
riteria
Destiny job (5-7 years):
Option 1 Option 2
“My dream job doesn’t exist yet”
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How Dell is staffing & driving adoption of social
11 Confidential
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Social media at Dell
• Source: http://www.youtube.com/watch?v=RiT2J1CfdC4
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Dell has more than 7 years of social experience
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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
• Social Authentication
• Communities• Customer Stories• Gamification
Sales• Leads• Collaboration• Thought Leadership• Blogs
Customer Service
• Listening• Support Widgets• Outreach
Communication
• Rich Media• Brand Reputation• Influence• Reputation
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Social Media creates business value for Dell
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Touches all Business
• Consumer, SMB, Public, LE, Services• Marketing & Brand, Awareness, Demand Gen, Sales, Support,
Loyalty, Conversion, Quality, Competitive Insight, etc.
Engagement drives
Revenue
• Social targeting (via listening) delivers new leads and sales• Social engagement drives clicks and higher conversion• Dell Community members spend more with Dell • Benefits across full customer lifecycle
Additional Value
• Optimized Costs & Process Improvements• Improvements in overall Health of Business by becoming a
trusted advisor
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SMaC University
Confidential16
Nominated for 2011 Constellation SuperNovaAward for Social Business
“recognizes teams for their courage in battling the odds to effect change in their organization”
“Consider Dell, which has two types of defined training models: a guideline-focused course for everyone and a series of in-depth courses that are required for anyone representing the company in social media…”
“Best in class training”
9,102 SMaC Certified; 17, 000
unique class attendees
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Example of top-down social media strategy
17
100% SMaC Certified by December 31st
100% of select Dell convos mapped to team members
100% of team members assigned a social engagement task
Goals
Objectives
Fully engaged social team, having the right conversations, in the right place at the right time.
Increase external thought leadership via social on selected key topics from Dell’s Commercial messaging framework
North America Marketing leadership increases Dell’s thought leadership
SMEs, Brand Managers & Field Marketing Managers utilize expertise to engage in valuable conversations online
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“There is no ‘best’ rating without social engagement.” Bryan E. Jones
Vice President, North America Marketing
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Map 100% of org to key social tasks included in performance plans (a few example of roles)
19
Task Listening Analyst Content creator SME/Topic Manager
Community Manager
Thought Leader Employee Advocate
Description
Analyzes social conversations to
identify insights that can improve business processes, products, solutions, etc.; shares insights with key
internal stakeholders to drive change
Creates a variety of content for external
distribution (whitepapers, videos,
case studies, Dell.com messaging, etc.); doesn't engage customers directly via
social media
Creates, curates & amplifies original, Dell & 3rd party
content around key topic areas
externally; engages in online
conversations with customers/peers
Manages social community on behalf
of Dell (ex. @DellHealthcare); shares relevant
content from internal contributors, but not necessarily a topic expert themselves
Drives true thought leadership for Dell around key topics externally (ex.
speaking at events, blogs); identified internally and
externally as a strong business leader
Looks for ways to integrate social insights into
business processes; utilizes personal
accounts to amplify relevant Dell
content from time to time
External engagement
N N Y Y YOptional (Personal Networks only)
Required Expertise
Analytics background; familiar with topic/vertical
Messaging background; familiar with topic/vertical
Topic expertise Social expertiseIn‐depth
understanding of topic & business
Knowledge of team processes
Required Tool Training
Radian6 (Industry topic/SOV data); SNA (Dell Specific data)
Master content calendar tool (coming
soon); EveryoneSocial
Content Submission Request Form
EveryoneSocial (Content curation &
scheduling); Linktrackr
(revenue/click tracking); Kred Online Scorecard
Sprinklr (Content management tool);
Linktrackr (revenue/click
tracking)
EveryoneSocial (Content curation &
scheduling); Linktrackr
(revenue/click tracking); Kred Online Scorecard
N/A
% of NA Marketers 10% 10% 10% 5% 5% 60%15% 55%
Secret sauce
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A holistic view of a socially engaged team
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Listening Analysts
Content Contributors
Employee Advocates“amplifiers”
Community Managers
Ex: @DellEDU
SME/Thought Leaders
Insights feed Content
Content feeds social
communities and SMEs
SMEs, Community Managers & Employee
Advocates feed Engagement
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Social SME/Exec Programs
Identify, train and support key team members to become active social thought leaders, manage key influencer/customer relationships and thrive in relevant online communities around key FY’14 solutions.
• Consulting & personal feedback on how to develop your social persona, build a content plan and use exclusive tools
• Actionable & topic specific guidance on who to follow, what to read, where to listen, etc. and no-hassle account creation
• Robust reporting on individual impact (revenue, share of voice, topic sentiment, search, cost savings, etc.)
Benefits
• 150 SMEs in the program to-date
• On average SMEs generate 2 engagements & 6 clicks per post
• 20M+ monthly Twitter reach
• Integrated SEO to improve key word ranking & traffic to Dell: Incremental 17.6K visitors to dell.com, 47 more keywords ranking in top 10
Program Stats
Check out our program infographic at: http://bit.ly/1a0ntop
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Newbie to social pro: Cody Norris, Windows 8 SME
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Cody’s XPS 12 experience goes viral – social connections help amplify blog post
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Tips for building your social persona from our Social SME Program
24 Confidential
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It’s about getting the right material in front of the right people at the right time and
right place.
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4 key elements for building your social persona on behalf of Dell
Your Personal BrandWho are you?
Your Social FootprintWhere & how should
you be engaged?
Your TopicWhat are you
going to talk about?
Your Look & FeelWhat should your
accounts look like?
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What is your personal brand?
• It’s your reputation – the combination of personal attributes, values, drivers, strengths, & passions you draw from that differentiate your unique promise of value from your peers
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“A brand is what people say about you when you’re not in the room.”
– Jeff Bezos, CEO Amazon
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Requires self reflection
Confidential
Values“What I wish people would say about me”
-Strategic-Go Getter/Makes things
happen-Reliable
-Warm, Empathetic-Creative-Intuitive
People work with
-Intelligent-Creative
-No nonsense/ down to earth
-Socially aware-Social and friendly
-Intellectually curious
Work conditions
-Broad scope of work-People Manager
-Flexible work timings- NOT under micro-
managers-Working with cross-
functional teams
Level and Salary
Responsibility:Decision making
authority for marketing programs for BU,
specific function or entire company
Fields of interest
“I could talk all day about…”
-Travel - Running-Wine - Scifi movies
-Work - Social
Geography-Opportunity to travel
internationally-Vibrant, coastal cities
-Tech hubs (SF, Seattle, Austin)
Transferable skills-Public Speaking/Comms
-Online & experiential mktg- Social media
- Employee activation-Change Management
-Website Design & SEM/SEO-Creativity/Marcom
-Strategic vision + strong tactical execution
-Team player
The Flower Diagram from What Color is Your Parachute?Book by Richard Nelson Bolles
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5 questions for building your personal brand
• What are your goals?
• What do you value?
• What are you passionate about?
• What motivates you?
• What makes you remarkable at what you do?
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5 rules to remember:
Be Diligent
Be Consistent
Be Relevant
Be Interesting
Be YourselfAction! Write down as many one word answers as you can to the above questions in the next two minutes
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Then Google yourself…
Do your results convey your 3 most important attributes?
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Share your personality, but avoid topics like politics and religion
Your topic: what are you knowledgeable about
• Outline your content plan– Identify 2-3 topics that you are
knowledgeable about
› Related to your role, industry or passions
• Stay on point– Use your status updates
strategically
› It's OK to post about other things now and again
› Avoid random, unrelated thoughts
– Share consistent points of view across all social channels
• Demonstrate your expertise– Contribute to industry
conversations
– Post tips & tricks
– Link to relevant white papers
– Point people to relevant news stories
31
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Remind yourself of the plan
• Write down your plan. Stick on your wall for daily reminders.
32
Source: http://www.socialmediaexplorer.com/social-media-marketing/sharing-is-the-cornerstone-of-social-media-success/
60% social media30% business
10% travel
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Your social footprint: prioritize based on time, level of commitment & outcome
33
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Your look & feel: be consistent
• Use the same profile picture, name/username, bio, etc.
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How will you uncover your dream job?
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5 tips for getting to the next level
1. Identify your personal brand
2. Develop your social persona & social skills (even if you aren’t looking for a social role)
3. Invest time in networking– Online & offline
– Co-workers & industry experts
4. Read a lot! Always know what’s going on in your industry
5. Never be afraid to evolve your role– Be awesome at your current role first
– Consider your company’s history , culture and your boss's priorities
– If you have a good idea, pitch it to your manger
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Feel free to network with me
• Linkedin: www.linkedin.com/in/AmyTennison
• Twitter: @AmyTennison
• G+: https://plus.google.com/u/0/102499635242298720654/
• Flickr: http://www.flickr.com/photos/amytennison/
• SMaC program infographics available at TechPageOne.com:– http://www.techpageone.com/business/turning-internal-experts-into-
social-influencers/#.UjhadtJeaq-
– http://www.techpageone.com/business/smac-university-turns-3-social-business-lessons/#.Ujm_0tJeaq8
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