Socialize Your Organization
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Transcript of Socialize Your Organization
Socialize Your Organization: Lay the foundation for long term success
Liz Bullock, Director Social Media & Marketing
@lizbbullock
Corporate Social Media Summit, June 14, 2012, New York
Global Marketing2 Confidential 04/10/2023
Organizations:
a rational, efficient method of organization…
Hierarchical authoritative and functional specializations
The Boss
Direct report, Specialty C
Direct report, Specialty B
Direct report,
Specialty A
Boss Assistant
Global Marketing
Conversations are conversations…
Graphic thanks to Gapingvoid.com Hugh MacLeod
Love your product/service
Need help using it
Where & how do I find you?
I have an idea for you
I am helping someone else useyour product/service
And many, many more…
Global Marketing4
Five years journey of embedding social to be a better business
August 2006Blog outreach expands beyond tech Support
August 2006Blog outreach expands beyond tech support
December 2006Ratings and reviews on Dell.com
July 2006Direct2Dell launchedToday Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese.
February 2006Michael Dell AsksWhy 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 2007IdeaStorm LaunchedA voting based site allowing customers and others to submit ideas for Dell.
June 2007Dell joins Twitter
Dell launchesEmployeeStormInternal Blogs Launched for Employees.
October 2007Michael Dell quote in Business WeekJeff Jarvis story quote, “These conversations are going to occur whether you like it or not. Do you want to be part of that or not? 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.
January 2008Dell aligns organization
for success
February 2008Twitter expanded
March 2008Accepted Solutions launched on Community Dell France begins Online Community Outreach
May 2008Dell Outlet achieves $0.5M in sales via TwitterCommunity team active on Twitter
Small Business blog launched
April 2008Inside IT launchedBlog focused on business customers, and Cloud Computing.
June 2008Channel blog launched
January 2009Dell Organizes in to4 customer focused business units
Spring 2009Some Members 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 2010China Micro-Blogging
2006 2007 2008 2009 2010 2011
Altimeter recognizes Dell with “Open Leadership Award for Innovation and Execution”
(Oct.)
Dell Social Media and Community University launched/5,000 teammembers trained byend of year(Aug.)
DelllaunchesB2B pagesFacebook(Jun.)
Dell named #1 most social brand in ranking of 100 top brands
Social Media Listening
Command Center
Global Marketing
Listen, Learn, Engage & Act5 years: 4,000 posts a day to 25,000 posts a
day
Global Marketing
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 Presence
• Ratings & Reviews• Communities• Customer Stories
Sales• Leads• Collaboration• Thought
Leadership• Blogs
Customer Service
• Listening• Support Widgets• Outreach
Communication
• Rich Media• Brand Reputation• Influence• Reputation
Global Marketing7 Confidential
Empowering employees: Social Media & Community University
04/10/2023
Policy
Principles
Governance
Training & Tools
Global Marketing
Customer connected employees are your companies rock stars…
8 Confidential 04/10/2023
Global Marketing
Connected and Lit Up
9 Confidential
Thank You