Guest Speaker: Amy Heiss

1. Labatt Food Service
Presents
SOCIAL MEDIA NATION

2. Amy Heiss
Social Media & Community
Program Manager
@AmyHatDell
2
Confidential
12/3/2013

3. • Global Lead for Dell’s Social
Media Training & Activation
Program (SMaC U)
• Previously ran Dell’s Social
Media Listening Command
Center
• Amy & her husband live in
Austin with their 2 very
active children
3
Confidential
12/3/2013

4. Today’s Agenda
• Why Social Media
• Dell History
• Social Media & Community University (SMaC University)
• Top 10 Ideas
• Top 10 Questions an Executive Should Ask
• Make Time for Social Media
• Q&A
4

5. Benefits of Social Media
Over 50%
of organizations now
consider Social
Business
applications to be
imperative or significant
to business goals.
5
Higher
Engagement
Real-time
Response &
Engagement
Socially
Mobilized
Workforce
Dynamic
Communication
Brand
Advocates
Empowered
Workforce

6. 6

7. 7

8. 8

9. 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 Influencers (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

10. Your social strategy needs as much
forethought as any other business process
Idea 1: Write up a plan
1. Planning
According to CRM industry
analyst, Brent Leary:
“Strategic users are almost
3xs more likely to execute
activities for engaging prospects
than informal users (53% vs.
19%)”
10
4. Measuring
3. Engaging
Source: Brent Leary’s Strategically Social: 5 Keys to Becoming a Social Business
2. Listening

11. 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
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Source: Shel Holtz: http://labs.openviewpartners.com/shel-holtz-talks-content-and-social-strategies/

12. 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
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– 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?

13. Standard conversation values for engagement:
•
•
•
•
•
•
•
Authentic
Personal
Transparent
Inclusive
Honest
Conversational
Educational
It’s not just about being out
there and participating, it’s
about being authentic and
bringing value
13

14. Engagement Questions to get started…
Twitter
• ReTweet relevant, useful content and provide comment
• Reply promptly
• Twitter events with hashtag #FoodieChat, #SmallBizChat
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
14

15. 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
15

16. Identifying good content to share:
• Idea 5: Follow Other
Restaurants/Influencers
– What publications do you already read?
KEY INFLUENCERS:
› Follow their Twitter account
– Follow customers, partners and your industry
thought leaders
– Follow industry experts and thought leaders
– in social media
@WeRRestaurants
@UNFI
@susanbeebe
@Pinkberry
@Sunda
@DZRestaurants
– Stay up to date with industry blogs
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Followers: 7,397
Following: 4,674

17. Online curated sites for relevant content:
Idea 6: Vary your content and keep target audience in mind
Lionel Menchaca’s, Dell’s former
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)
17

18. Schedule posts via BufferApp.com
• Avoid pushing the
same content to all
your platforms
• Buffer: Available for
Twitter, Facebook
& LinkedIn
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Confidential

19. Customer Experience
Social Outreach team formed in 2006
• Tech support experts were then handselected for their tech problem-solving
expertise and superior interpersonal skills
• On average team addresses 4,000 posts
a week in 14 languages
– 98% resolution rate
– 50% ranters to ravers conversion
– Team proactively developing helpful
content based listening and engagements
• Idea 7: Listen to your customers to
determine relevant content needs

20. 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
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› Tie off the communication: Thank them for
reaching out and ask if you can be of additional
assistance

21. 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

22. No single measurement for social media
success
• Idea 10: Select key performance indicators based on your objectives
Awareness
Ex. Monthly gross impressions, # of
fans/followers
Engagement
Influence
Ex. # page likes,/shares, external
RTs, # of subscribers
Advocacy
Ex. Total interactions, # fan
photos/videos, % engaged on page,
comments/posts
Ex. Message delivery, sentiment,
recommendations
Support
Insights
Ex. Questions answered, # of avoided
support calls
Ex. Cost savings over focus
group/surveys, campaign insights,
competitive insights

23. Types of success metrics aligned
with goals
Social Impact
Reach
• visits, pages viewed, navigation paths, links clicked
Customer Impact
Influence
• likes, re-tweets, sentiment, forwards, membership
Business Impact
• sales inquiries, new business leads, customer
loyalty
Outcome
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Free Tools to
compile this data
Google Analytics,
Bitly, Analog,
Webalizer
Social Media
platform metrics
and analysis tools
KwikSurvey,
Survey Monkey

24. Value the real-time insights
• Social media can also provide timely insights into campaign research,
competitor analysis, sales leads, and customer needs
Circle of Social Life
Analyze for
Action
Listen
Positive
350
Volume of posts
300
250
Customer
Reach mass
Issue
Apr - Jun
200
150
Thankful customers
Spare parts
Saving in IT
100
50
Tweet
Call
Support
500
friends
Technician
Issue Fixed!
6/7
5/31
5/24
5/17
5/10
5/3
4/26
4/19
4/12
4/5
0
Another flawless,
painless experience
with XYZSupport
Social referrals
Should get PS
Refurbs
Negative
Too many transfers?
Satisfied
customer
5K
followers
@XYZCares been
on hold 90+min
now…
Unable to
identify/resolve
issue?
Slow service?
Quickly Track
Results
•
Real time data
vs. waiting for
calls/surveys
•
Identify &
resolve the
Negatives
•
Accentuate the
Positives
•
Unsolicited
feedback can be
more genuine and
typically not
biased

25. Listen to real-time voice
of the customer
XPS 13 Linux version release
Anticipated a
positive reception
as users had been
asking for a Linux
version for a while
(via social media
and other sources)
However, social
conversation
sentiment dropped
(and volume spiked)
when the product
was released
People were upset
with the pricing:
“Why does Dell's
Ubuntu-powered XPS
13 cost more than its
Windows equivalent?”
By: Vj_Vishalz Media
Provider:TWITTER
The decision was
made to re-price the
XPS 13 at parity with
the Windows
version in <24hrs
Number of Posts
XPS 13 Social
Media Volume
and Sentiment
(SNAP Score)
Nov 4
Nov 11 Nov 18 Nov 25 Dec 2
Dec 9
Sentiment (and
sales) rebounded
as the volume of
unhappy customer
feedback subsided

26. Top Ten Questions An 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?

27. Make Time for Social Media
• 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
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• Use relevant hashtags to connect with
event attendees, speakers, etc.

28. Thank you for Listening
Q&A