Dell has a long history with social media, beginning in 2006 when Michael Dell asked why they didn't help bloggers with tech support issues. Since then, Dell has launched numerous social media initiatives both internally and externally. They measure their success both quantitatively, such as the 418,000 volunteer hours logged in FY12, and qualitatively by monitoring communication from their online communities. Dell also leverages social media for their strategic giving programs, including the Dell Social Innovation Challenge which generated over 12.5 million Twitter impressions. They provide guidance to employees on developing an effective personal social media plan and journey.

1. Dell and Social Media
By Claire Ramage
Europe Corporate Communications Manager & Volunteer
PR/Communication strategist for Dell Giving
By Jenn Friday Jones
Strategic Giving Manager Europe, Middle East and Africa

2. Agenda for Today
• Why Social Media
• Dell History
• What Dell has done inside and outside the business to build
relationships
• Social media for Dell Giving: Charity relationships
• Social media in action: Social Innovation Competition
• How we measure success?
• What could you do?
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3. Social Media Revolution
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4. Business Value of Social Media
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5. Dell’s Social Media Experience:
February 2006 December 2006 October 2007 May 2008
June 2009
Michael Dell Asks Ratings and Reviews Michael Dell quote in Business Week Dell Outlet Achieves
Global Twitter
Why don’t we reach out and help on Dell.com Jeff Jarvis story quote, “These conversations are $0.5M in Sales via Twitter
bloggers with tech support issues? going to occur whether you like it or not. Do you Community team active on Twitter
Revenues of $6.5 M
want to be part of that or not? My argument is you Community across the social
absolutely do. You can learn from them. You can Small Business web =3.5 million direct
improve your reaction time. And you can be a blog launched customer connections
better company by listening and being involved in
that conversation.”
August 2006
Blog Outreach Expands
Beyond Tech Support
June 2009
Engagement with anyone who March 2008
February 2007 $2M+ Sales via Twitter
2006 commented about the company.
Business model and other issues IdeaStorm Launched
2008 Accepted Solutions Dell outlet on Twitter surpasses
considered. launched on Community $2 million in sales with another
A voting based site allowing customers
Dell France begins Online $1 million dollars in sales at dell.com March 2010
and others to submit ideas for Dell.
Community Outreach China Micro-
Blogging
July 2006
2007 2009 2009
Direct2Dell Launched April 2008 Dell TechCenter
June 2007 Inside IT Launched A Collaborative
Today Direct2Dell exists in
Dell joins Twitter Community for
English, Spanish, Norwegian,
Japanese and Chinese. Why don’t we reach out
Blog focused on business
customers, and Cloud Datacenter pros 2010
and help bloggers with January 2008 Computing. January 2009 grows by 400%
tech support issues? Dell Aligns Dell Organizes in to
Organization 4 customer focused
Dell Launches for Success business units
EmployeeStorm
Internal Blogs Launched
for Employees.
December 2009
June 2008
Huffington Post Blog
Channel Blog Dell’s VP of Social Media and
March 2006 Launched Community, Manish Mehta, begins
January 2007 February 2008 blogging at Huffington Post
Community Outreach Team Formed StudioDell Launched
Team begins by just listening and monitoring Dell’s video and podcast site,
Twitter Expanded
conversations to see what’s being said. The tech Start experimenting with Twitter
with helpful tips and tricks.
November 2007 for business– another venue to Spring 2009
support experts are hand-selected for their tech Eventually expanding this into
problem-solving expertise and superior help customers, but also thanking Some Members of Community and
the YouTube channel making DellShares Launched Dell customers. Outreach leads Conversations deployed within each
interpersonal skills. sharing easier. The first investor relations blog
to some Twitters asking for help of the new Dell Business units
by a public company.
on purchases.
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6. Listening to Be A Better
Business, Across the Business
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7. Connecting Around the Web
www.dell.com
www.dell.com/conversations
www.direct2dell.com
www.dell.com/twitter
http://www.slideshare.net/dell_inc
http://www.youtube.com/user/DellVlog
http://www.flickr.com/photos/dellphotos/
http://www.facebook.com/dell
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8. Dell’s Internal
Social Media
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9. Empowering Employees:
Social Media & Community
University
Principles
Policy
Governance
Training & tools
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10. Social media -- Internal
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11. Dell Giving Transformation to Social Media
3 Brands
Volunteer Employee
Opportunity Giving
Tool Dell Match Tool
Giving
Tracking Tool Disaster Relief
Tool
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12. Give Time
Getting involved with
social media community
Give Money
Supporting
opportunities by making
a financial contribution
Get Recognized
Track your involvement
& receive recognition
Become a Champion
Drive involvement year-
round & align to BU
strategy
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13. Dell Team Members and Social Media for
Giving and Volunteering
• Built a strong team of
champions – 400+ team
members who were our viral
leaders
• Led group challenges - $1
for every new group
member
• Utilized the tools messaging
features with powerful
subject lines – Give 10 hours
and get $150 for FREE
• Created a Global Volunteer
Recognition Program that
was inclusive of all – remote
based and outside of the US
• Led weekly calls to train
team members on the
community
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14. Measurements
Communication from
the community
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15.  45,000+ team members with profiles
Measuring our  865 groups created
Success for
 6,883 connected NPO’s
Internal Social
Media  8,516 volunteer events logged FY12
 418,000+ hours logged
 Higher participation rate in Asia
Pacific Japan and Latin America than
any other region
 Community members with profiles in
70 different countries
 Gave $1.5M USD through volunteer
recognition program
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16. Social Media
and Dell’s
Strategic Giving
Programs
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17. Join the Conversation on all GOOD things
Dell is doing
• Twitter @dell4good
• Chatter @Dell4Good
• Direct2Dell blog @Tech4Good (every Tuesday)
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18. Dell Social Innovation Challenge
• The competition garnered 12.5 million
Twitter impressions
• 1154 positive-sentiment tweets in the
month leading up to the final event via
#DSIC11.
• View a complete play-by-play here at
Storify: bit.ly/iUzXuZ
• In addition to Claire Ortiz, Corporate Social • Direct2Dell:
Innovation & Philanthropy at Twitter, we – And the semi-finalists of the Dell Social
Innovation Competition are… by Suzi Sosa
invited 2 influential bloggers: – What it takes to win the Dell Social
– Victor d’Allant: Entrepreneur, head of SocialEdge Innovation Competition by Deb Bauer
voice of @socialedge (375k followers) – Tune in today: Reveal of the 2011 winner
of the Dell Social Innovation Competition
– Amy Neumann: blogger for Huffington Post, and is
– Taka Taka Solutions Wins 2011 Dell Social
also frequently noted as one of the top tweeters Innovation Competition by Karen Quintos
“for good” (35k
followers). http://amyneumann.com
• Dell YouBooth: Malo traders
http://www.youtube.com/watch?v=uaZ
• Flickr pictures ovPz4GVM&feature=relmfu
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19. Dell Youth Learning
• Engaged Charity Program Managers in
Social Media both internal and external to
create web of communication
• Messages are sent to Regional Managers to
tweet, chatter or Fbook
• Set aside times to do social media
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20. Social Media and
You
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21. Social Media is part of my job
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22. Your Social Media Plan…
• Plan: What do you want to achieve?
–Be realistic – what resources do you have
• Implement:
–How do you mobilise
–How do you govern(realistically)
• Review:
–How do you monitor and measure
–What is your contingency plan
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23. Steps to begin your Social Media Journey
• Develop a Social Media certification program for your nominated team
• Develop a set of principles
› Protect Information
› Be transparent and disclose associations
› Follow the law, follow the code
› Be responsible
› Be nice, have fun and connect
• Develop Strategic Steps
› Identify your business objectives
› Identify your target audience
› Identify your engagement strategy
› Commitment to time, resource and money
› Identify your success measurements
• Act - Set aside certain times to do social media (travel, lunch, breaks, etc
• Review – check what’s happening out there!
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26. Thank you for listening
Q&A
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