We know that the social channels offer a myriad of opportunities to reach existing and new customers. Imagine a company where participation in social marketing is a requirement for the entire marketing organization.
Dell has increased their social footprint by 60% over the past year by creating a culture around social marketing. Connie will share how Dell is accomplishing the shift of employee participation in social channels from a ‘nice to have’ to a ‘must have’. She will provide best practices for integrating social marketing into the fabric of a company.
MnSearch Summit - Session - Connie Benson - Creating A Culture For Making Business Social
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Dell - Internal Use - Confidential
Creating a Culture
for Making Business Social
MnSearch Summit
June 27, 2014
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Dell - Internal Use - Confidential
• Defined Community Manager Role across business functions (2006)
• Pioneered big data via insights from social monitoring tool data (2008)
• Transforming social content marketing @Dell
Leading Global Social Content Strategy and Governance
Connie Bensen
@cbensen #SocialBizology
(presently Social Content Strategy)
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Dell - Internal Use - Confidential
A journey to optimize content and social.
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Dell - Internal Use - Confidential
Are you prepared to be a Social Business?
Source: Sprinklr’s Social@Scale ebook
David Armano
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Dell - Internal Use - Confidential
Creating a culture that supports Social Content optimization
• People and expectations
– How do you shift expectations
to support integrated marketing?
• Encourage collaboration
– Internally across teams
– External events
• Shift to customer-centric content
– Processes
– Tools
[noun] Social Bizologist
definition: The person responsible for guiding the integration of social
into the business functions of an organization.
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Activating Marketing and Sales teams
@HavilahTower
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Data drives decisions and motivates teams
@BrianMelinat
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Dell - Internal Use - Confidential
Provide teams with Playbooks
• Brand certification
• List of standardized organic keywords
• Content optimization guidelines
• Value proposition messaging
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Revising processes for content marketing
@iamnikkideleon
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Globalizing content
@JanineWegner
Be the change that you wish to see in the world
Mahatma Gandhi
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Suggestions for embedding social in the fabric of
a company (and optimizing content!)
• Integrate social into the workday
– Put on your consultant’s hat and ask teams what their pain points are
– Translate how content can be optimized and leveraged in social
– Help teams understand what to start doing, keep doing and stop doing
– Provide resources, training and certification
– Create a Center of Excellence with a goal of making social a job requirement
– Start with a global intranet site
• Encourage collaboration
– Use a weekly core team meeting to drive change
– Encourage early adopters to share best practices
– Share wins with the world and publish the case studies on Slideshare
• Create customer-centric content
– Data is the hook for getting consistent use of tools
– Simplify toolsets to avoid fragmentation in reporting and usage
– How can you build a global content calendar?
– The tools can guide process revision (use the interest to reverse engineer)
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Questions?
Resources
Optimize
by Lee Odden, TopRank Marketing
Revenue Engine
by Steven Woods, CTO Eloqua
Rise of the Revenue Marketer
by Debbie Qaqish
Altimeter Report: Digital Transformation: Why and How Companies are
Investing in New Business Models to Lead Digital Customer Experiences