Training Your Company for Social Media
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Liz Brown Bullock, Director of Social Media & Community, Dell, shares the journey for Dell launching their social media training program, SMaC University, plus ten lessons learned from Dell’s training program. Presentation presented at Dreamforce 2012.
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Training Your Company for Social Media
- 1. Training Your Company for Social Media Liz Brown Bullock, Director of Social Media & Community, Dell @lizbbullock
- 2. Liz Brown Bullock Director Social Media & Community, Dell @lizbbullock Liz Brown Bullock (LinkedIn)
- 3. Training is critical for both risk mitigation & scaling engagement 3 Confidential 9/25/2012 Global Marketing
- 4. Five year journey of embedding social to be a better business February 2006 December 2006 October 2007 May 2008 June 2009 April 2011 Dell Michael Dell Asks Ratings and Michael Dell quote in Business Week Dell Outlet achieves Global Twitter Why don’t we reach out and help Jeff Jarvis story quote, “These conversations are named #1 most reviews on $0.5M in sales via Twitter revenues of $6.5 M social brands in bloggers with tech support issues? going to occur whether you like it or not. Do you Dell.com want to be part of that or not? My argument is you Community team active on Twitter ranking of 100 top absolutely do. You can learn from them. You can Small Business improve your reaction time. And you can be a blog launched March 2010 August 2006 better company by listening and being involved in Blog outreach that conversation.” Launch @DellCares; expands beyond March 2008 today 24/7 11 languages February 2007 tech support IdeaStorm Launched Accepted Solutions January 2009 June 2009 A voting based site allowing launched on Community China Micro- Dell Organizes in to $2M+ Sales Blogging customers and others to submit Dell France begins Online 4 customer focused ideas for Dell. Community Outreach via Twitter Dec 2010 launched business units Social Media Listening Command Center 2006 2007 2008 2009 2010 2011 October 20101 July 2006 Altimeter recognizes Dell with Direct2Dell launched June 2007 April 2008 2009 “Open Leadership Award for Today Direct2Dell exists in Dell joins Twitter Inside IT launched Dell TechCenter Innovation and Execution on English, Spanish, Norwegian, January Blog focused on business Listening Japanese and Chinese. Dell launches 2008 customers, and Cloud Dell aligns Computing. EmployeeStorm Spring 2009 December Dell Social Media and Internal Blogs organization Community University Launched for for success Some Members of 2009 Community and launched/5,000 team Employees. Huffington members trained by Conversations Post Blog August 2006 January 2007 end of year deployed within each Blog outreach (Aug.) StudioDell launched of the new Dell expands beyond Dell’s video and podcast site, February 2008 Business units tech Support with helpful tips and tricks. June 2010 Eventually expanding this into November 2007 Twitter expanded Dell launches B2B pages the YouTube channel making DellShares launched sharing easier. June 2008 Facebook The first investor relations blog by a public company. Channel blog 4 Confidential launched Global Marketing
- 6. Listen, Learn, Engage & Act Dell’s Social Media Listening Command Center 25,000 posts a day Global Marketing
- 8. Certification requirements: Course levels: • 101: Principles • 201: Dell’s Strategy • 301: Dell’s Brand Guidelines • 4XX: Platform Specific – Strategy & Best Practices To date: 6,500 employees trained and certified to engage on behalf of Dell 8 Confidential 9/25/2012 Global Marketing
- 9. Dell SMaC University Learning’s: # 1: Ground training in strategy and vision for team’s role in social media # 2: Make certification a requirement # 3: Goal to have employees activated # 4: Determine the required information that employees MUST KNOW in order to be activated # 5: Mixed teaching style with lecture, dialogue, exercises and scenarios # 6: Drive excitement: hire a prior comedian as your trainer # 7: Launch with in-person to “be the social face” & address questions # 8: Evolve your training curriculum to include real time mistakes # 9:Myriad of tools to continue the conversation: SMaC U Chatter group, Videos, Adobe Connect, Inside Out Speaker Series (Chris Brogan, Jason Falls, Charlene Li) # 10: Launch Training Ambassadors for global scale and regional relevance 9 Confidential 9/25/2012 Global Marketing
- 10. Customer connected employees are your companies rock stars… 10 Confidential 9/25/2012 Global Marketing
- 11. Thank You Q&A 11 Confidential 9/25/2012 Global Marketing
Notas del editor
- August 2006Blog Outreach Expands Beyond Tech SupportEngagement with anyone who commented about the company. Business model and other issues considered.August 2006Blog Outreach Expands Beyond Tech SupportEngagement with anyone who commented about the company. Business model and other issues considered.June 2007Dell joins TwitterWhy don’t we reach out and help bloggers with tech support issues?February 2008Twitter ExpandedStart experimenting with Twitter for business– another venue to help customers, but also thanking Dell customers. Outreach leads to some Twitters asking for help on purchases.May 2008Dell Outlet Achieves $0.5M in Sales via TwitterCommunity team active on TwitterJune 2009 $2M+ Sales via TwitterDell outlet on Twitter surpasses $2 million in sales with another $1 million dollars in sales at dell.com 2009Dell TechCenterA Collaborative Community for Datacenter pros grows by 400%December 2009Huffington Post BlogDell’s VP of Social Media and Community, Manish Mehta, begins blogging at Huffington PostJune 2009Global Twitter Revenues of $6.5 M Community across the social web =3.5 million direct customer connections
- Most employees are already using social media sites personally and are happy to help support their company. However you need to provide guardrails for engagement. Leverage a social media policy or principles to identify which actions are okay or not okay for employees to engage in and provide ongoing training. I’ve trained over XXXX team members are Dell and even the most tech savy users can learn something new. For instance, the Federal Trade Commission requires any employee talking about their company’s product or service to disclose that they work for that company even in their personal posts. We encourage our team members to include #Iwork4Dell in their posts as an easy way to disclose.