This document summarizes Dell's five-year journey of embedding social media into its organization to become a better business. It began in 2006 with Michael Dell asking about helping bloggers and expanded to include social platforms like Twitter, blogs, and IdeaStorm to get customer feedback and ideas. By 2011, Dell had trained over 5,000 employees on social media and saw benefits across many functions from marketing to product development. The document advocates that empowering employees to engage on social media can help connect customers and make those employees "rock stars" for companies.

1. 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

2. Organizations: The Boss
a rational, efficient
method of organization… Boss
Assistant
Hierarchical authoritative
and functional
specializations Direct
Direct
Direct report, report, Specia
report, Specia
Specialty B lty C
lty A
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3. Conversations Love your product/service
are
Need help using it
conversations…
Where & how do I find you?
I have an idea for you
I am helping someone else use
your product/service
And many, many more…
Graphic thanks to Gapingvoid.com Hugh MacLeod
Global Marketing

4. Five years journey of embedding social to be a better business
December 2006 October 2007 May 2008 June 2009
February 2006 Dell named #1 most
Ratings and Michael Dell quote in Business Week Dell Outlet achieves Global Twitter social brand in
Michael Dell Asks reviews on Jeff Jarvis story quote, “These conversations are $0.5M in sales via Twitter revenues of $6.5 M ranking of 100 top
Why don’t we reach out and help going to occur whether you like it or not. Do you
bloggers with tech support issues?
Dell.com want to be part of that or not? My argument is you
Community team active on Twitter brands
absolutely do. You can learn from them. You can Small Business
improve your reaction time. And you can be a blog launched
August 2006 better company by listening and being involved in
Blog outreach that conversation.”
expands beyond February 2007 March 2008 March 2010
tech support Accepted Solutions China Micro-
IdeaStorm Launched January 2009 June 2009
launched on Community Blogging
A voting based site allowing Dell Organizes in to $2M+ Sales
customers and others to submit Dell France begins Online 4 customer focused
ideas for Dell. Community Outreach via Twitter Social Media Listening
business units
Command Center
2006 2007 2008 2009 2010 2011
Dell Social Media and
Community University
July 2006 launched/5,000 team
Direct2Dell launched June 2007 April 2008 2009 members trained by
end of year
Today Direct2Dell exists in Dell joins Twitter Inside IT launched Dell TechCenter
English, Spanish, Norwegian, January (Aug.)
Blog focused on business
Japanese and Chinese.
Dell launches 2008 customers, and Cloud
Dell aligns Computing. Altimeter recognizes Dell with
EmployeeStorm Spring 2009 December 2009 “Open Leadership Award for
Internal Blogs organization
Launched for for success
Some Members of Huffington Post BlogInnovation and Execution”
Community and (Oct.)
Employees.
Conversations Dell
August 2006 January 2007 deployed within each launches
Blog outreach StudioDell launched of the new Dell B2B pages
Facebook
expands beyond Dell’s video and podcast site,
February 2008 Business units
(Jun.)
tech Support with helpful tips and tricks.
Eventually expanding this into November 2007 Twitter expanded
the YouTube channel making DellShares launched
sharing easier. The first investor relations blog by
June 2008
a public company. Channel blog
4 launched Global Marketing

5. Listen, Learn, Engage & Act
5 years: 4,000 posts a day to 25,000 posts a day
Global Marketing

6. A tool to be leveraged across the fabric of the company: different
functions, uses and values
Product Development Marketing Online Presence
• Feedback Loop • Demand Forecast • Ratings & Reviews
• Early Warning • Lead Generation • Communities
• New Product • Message Reach • Customer Stories
Ideation
Sales Customer Service Communication
• Leads
• Collaboration • Listening • Rich Media
• Thought Leadership • Support Widgets • Brand Reputation
• Blogs • Outreach • Influence
• ReputationMarketing
Global

7. Empowering employees: Social Media & Community
University
Policy
Principles
Governance
Training & Tools
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8. Customer
connected
employees are
your
companies
rock stars…
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9. Connected and Lit Up
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10. Thank You