Utilizing social media_to_benefit_business
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Utilizing Social Media to benefit businessStephen Jio – Dell
Baltic Project Management Forum 2014
2 October 2014
Dell – 02 October 2014 -@stephenjatdell2
Utilizing Social Media to benefit business
Discussion• Dell and Social Media• Opportunity• Best practices• Internal Social Media• Case Study – Voluntary
Sector
Dell – 02 October 2014 -@stephenjatdell3
Social Media is part of Dell’s DNA; it reinforces our purpose in delivering solutions that benefit our Customers.
Dell – 02 October 2014 -@stephenjatdell4
2006 2007 2008 2009 2010 2011 2012 2013 2014
Dell’s Social Media & Community HistoryDell begins Tech Support
outreach to Communities
Direct2Dell, Dell’s Official
Corporate Blog launches
Dell begins Customer
Support Communities
Ratings and Reviews,
Social Customer
opinions On Dell.com
IdeaStorm launches
Dell Crowdsourcing
Dell joins Twitter
StudioDell launches
Precursor to YouTube
DellShares launches
Investor relations blog
EmployeeStorm
launches
Dell expands
Twitter to countries
Dell Outlet on Twitter
Generates revenue in
sales
Channel blog
Inside IT blog
Dell joins LinkedIn
Dell joins YouTube
Dell joins flickr
Dell Tech Center
launches
Dell joins
Sina Weibo
In ChinaDell launches
Social Media &
Community University
For all employees to
Train and certify
Dell the Social Media
Listening Command
Center
Dell joins Google +
Dell joins Pinterest
The American Red Cross and Dell Launch First-Of-Its-Kind Social Media Operations Center For Humanitarian Relief
Dell joins Facebook
Dell reaches 11,000
Social trained &
certified staff
Dell begins Social Media
Consulting
Dell launches Chatter
Dell – 02 October 2014 -@stephenjatdell5
Social Media opens up a whole galaxy of opportunity, creating a labyrinth of touch points with the Customer in everything a business does.
Dell – 02 October 2014 -@stephenjatdell6
The Opportunity
0 500 1000 1500
SnapChatOrkut (not active)
myspacefoursquare
VinePinterest
TumblrFriendsterInstagram
renren (China)Kohtakte (Russia)
LinkedInGoogle +
TwitterWeibo (China)Ozone (China)
YouTubeFacebook
Social Media user population (2014)
Millions
5.7 billion Social profiles• Social Media accounts for
28% of online media time
• The fastest growing demographic on Social is 45-64 year-olds
• 93% of Marketers use Social Media in their business
Dell – 02 October 2014 -@stephenjatdell7
Opportunities for business
R&D
Manufacturing
PR
Marketing
Employee AwarenessProduct
Launch
Transaction
Support
CRM
Business cycle
Dell – 02 October 2014 -@stephenjatdell8
Opportunities for business
Crowdsourcing
Brand
Association
Awareness
Viral
Vehicle
Employee Social MediaConsider
Convert
Shared
Support
Customer
Storytelling
Building
Loyalty
CUSTOMER
Social Media places the Customer in the center of everything you do.
Business cycle
Dell – 02 October 2014 -@stephenjatdell9
Examples: Crowdsourcing
IdeaStorm: tapping into the collective intelligence of the community
• Introduced in 2007
• Over 18,000 ideas submitted
• Over ¾ of a million votes
• 97,000 comments
• +520 ideas implemented
Dell – 02 October 2014 -@stephenjatdell10
Examples: Brand association
Leveraging Social to deliver strong Brand messaging• In 2012 over 250,000 student from
105 countries created profiles in DSIC
• 1,570 innovations were submitted
• 400 formal business plans were submitted
• Crowdsource voting in preliminary rounds
Dell – 02 October 2014 -@stephenjatdell11
Examples: Awareness
Using Social Media as a vehicle to tease new products
• Alienware Area-51 desktop teaser video released on Social Media
• Quarter of a million views in the first week
• Positive sentiment across all Social vehicles
Dell – 02 October 2014 -@stephenjatdell12
Examples: Shared support
DellCares: support outreach
• Regional teams provide localized service
• Over 3,000+ engagements a week
• 11 languages
• Proactive and reactive
• Positive impact to customer satisfaction:
– 45% conversion rate
Dell – 02 October 2014 -@stephenjatdell13
Examples: Employee Social Media
• Firewalled to employees only
• Accessible for all 100,000+ staff
• No communication hierarchy
• Over 2,000 subject matter groups
• Project management with work flow
• Multi-platform (tablet, smartphone)
Dell – 02 October 2014 -@stephenjatdell14
61% find it easier to Collaborate
60% find that internal social media demonstrates
Innovation
58% find a company that deploys internal social media
is one to Trust
Examples: Employee Social Media
1 Source: APCO Worldwide and Gagen MacDonald, Survey on the State of the U.S. Workplace as Viewed by America’s Workforce, October 2011.
Dell – 02 October 2014 -@stephenjatdell15
“One of the greatest challenges companies face in adjusting to the impact of social media, is knowing where to start.”
Simon Mainwaring
Dell – 02 October 2014 -@stephenjatdell16
Hosted
Communities
External Community
External Community
External Community
Extranets
Internal Networks
Internal
External
Employees
Topical Experts
Customers
Direct2Dell
Sales
External Community
Support
Communications
Social Media - tactical:A Complex Model
Dell – 02 October 2014 -@stephenjatdell17
Create a complete strategy that aligns with your Brand.
• Identify, Define Objectives, strategy, audience and policy• Train Staff for self-empowerment
• Listen to the Community• Create Content – The three Cs• Engage and Act consistent with your brand
• Quantify results, tie back in to your objectives
BUILD
EXECUTE
Social Media: Constructing the program
MEASURE
Dell – 02 October 2014 -@stephenjatdell18
Build: Strategy
Who, What, Where, When and How:
• Who is your target audience in Social Media
• What you want to accomplish with Social Media
• Where you will initially focus your efforts
• When are you planning to be active
• How you will support the programme internally
Objectives
Activities
Capabilities
Governance
Training
Budget
Measurements
Dell – 02 October 2014 -@stephenjatdell19
Build: Social demographics
Whose your audience?
• Look at the social properties that align to your target customer
• Understand the behaviour of your target customers on Social Media
Courtesy of https://blog.compete.com/2012/12/14/this-is-what-an-age-breakdown-of-the-top-social-sites-looks-like-3/
Random Social Media rarely work,however when it does…
Dell – 02 October 2014 -@stephenjatdell20
Build: PolicyBuild:What needs to be in your policy for employees
The Rules of Engagement• Create a policy for Social Media that includes:
– Transparency– Accountability– Procedures and Training– Protection of Confidential Information– Reporting and Investigation– Discipline – And above all honesty
• Also need to ensure that you have a governance process to support the policy
SocialMediaPolicy
HR enforceableEthics aligned
PR input SMT buy-in
Dell – 02 October 2014 -@stephenjatdell21
Training is essential• Clearly sets out the principles of listening
and engaging
• Puts processes in place to execute
– Principles
– Policy
– Governance
• Allows for ALL employees to participate
• Minimises risk and exposure for a company
• Also for agencies and contract workers
Build: TrainingBuild:Empowering the masses!
Dell – 02 October 2014 -@stephenjatdell22
Dell – 02 October 2014 -@stephenjatdell23
Brand Reputation
Product EvaluationPotential IssuesInstant Feedback
Queries on Product/Services
Support
Customer StoriesPeer to Peer Influence
Comments
Sales Lead Generation
Over 30,000 posts daily about Dell
Execute: Listening
Dell – 02 October 2014 -@stephenjatdell24
Execute: Content creation
Apply the three C’s
• Creative
– Crowdsource
• Current
– During season
• Conversational
– 3k, 13k, 18k, 13m
Dell – 02 October 2014 -@stephenjatdell25
Dell – 02 October 2014 -@stephenjatdell26
Transparency is key
• 2 types of business profiles
– Company
– On behalf of Company
› @stephenjatdell
• Always disclose you association
– Even with personal social profile
› #IworkforDell
Execute: Engagement
Dell – 02 October 2014 -@stephenjatdell27
Take a deep breath…
• Read the post a few times
• Draft a response, but do not publish
• Read your unpublished response
• Delete it (remember the delete button doesn’t work once it’s published!)
• Rewrite it
• Post it
…and don’t Tweet when you’re in a bad mood
Execute: Responding to negative posts
Dell – 02 October 2014 -@stephenjatdell28
Is your strategy working?
• Brand Health –Net Promoter Scores, Social Net Advocacy
• Customer Satisfaction (Social Support) –Within the Social environment, community responses
• Conversion (User Content) –Customer reviews, user generated content
• Consideration –Effectively driving traffic to website or store
• Revenue –‘Social’ associated purchases, indirect and direct attributed
Resource: Econsultancy -The State of Social Report 2011
The most important metrics in assessing Social Media
Measure: Analytics
Dell – 02 October 2014 -@stephenjatdell29
"We used Twitter as a way to thank volunteers and people who donated to our cause. Anytime we can engage with people who touch us, we do.”
Rev. Jeff Putthoff, Executive Director, Hopeworks ‘N Camden
Dell – 02 October 2014 -@stephenjatdell30
What can Social Media provide• Volunteer drive• Donation appeal• Crowdfunding• Generate discussion• Gaining an understanding of the
perception of your brand• Driving traffic to your website• Commitment to the cause• Emergency outlet• Running the business
Case Study –Voluntary sector and Social Media
nonprofitquarterly.org/management/
Dell – 02 October 2014 -@stephenjatdell31
Case Study –Voluntary sector and Social Media
0% 10% 20% 30% 40% 50% 60% 70%
Awareness
Donations
PR
Engagement
News
What Irish Voluntary sector use Social Media for
Percentage of use
Dell – 02 October 2014 -@stephenjatdell32
0% 10% 20% 30% 40% 50% 60% 70% 80%
YouTube
other
Which Social Media networks are most effective?
Percentage of Non-profits
Case Study –Voluntary sector and Social Media
Dell – 02 October 2014 -@stephenjatdell33
0% 10% 20% 30% 40% 50% 60%
Part-time help
Ad Hoc - nothing formal
Part-time team
Full-time person
Full-time team
How do you support your Social Media effort?
Percentage of Non-profits
Case Study –Voluntary sector and Social Media
Dell – 02 October 2014 -@stephenjatdell34
Irish Cancer Society: Daffodil Day
• Key component in an overall campaign
• Promotes association with event and Dell Ireland
• Dell Ireland Twitter trendingin Ireland during event
• Created mobile app
Case Study –Voluntary sector and Social Media
Dell – 02 October 2014 -@stephenjatdell35
Utilizing Social Media to benefit business
Summary• Social Media success doesn’t happen overnight
• Integrate in your entire business
• Target your audience
• Build | Execute | Measure
• Internal Social Media increase collaboration
• Engage with your audience, not at them
• Social Media is SOCIAL!
Dell – 02 October 2014 -@stephenjatdell36
Thank you!
ALIENWARE ALPHAPC GAMING CONSOLE
Twitter - @stephenjatdell