Presented at the Women in Public Policy (WIPP) Annual Leadership Meeting July 18-19, 2012 at the Liaison Capitol Hill, Washington, DC on social media for small business. WIPP is a national nonpartisan public policy organization, advocating on behalf of nearly 1 million women-owned businesses representing 63 business organizations. WIPP provides timely economic policy information and identifies important trends and opportunities to its membership. #Iwork4Dell

1. Social Media for Small Business
Amy Tennison, Dell Social Media & Community
Global Marketing

2. What fears or obstacles do you have
about using social media today?
2 Confidential Global Marketing

3. This discussion will cover…
Social Media as a Learning from Building a plan:
Business Tool early adopters:
Tools, tips and
Understanding Social media case resources to get
the ecosystem studies you started
3 Confidential Global Marketing

4. Interactive Web:
First time in history,
technology at home has
evolved faster than for
business becoming so
pervasive that business is
catching up to consumer
expectations about
connectivity, ease of use and
how to use
Source: Mary Meeker, 2010 Internet Trends Global Marketing

5. Today anyone with an opinion and
an internet connection can
influence someone else about your
brand and the things you care about.
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6. The Social Media Revolution
Source: http://www.youtube.com/watch?v=3SuNx0UrnEo
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7. 6 years: Social media strengthening customer connections
June 2009
October 2007 May 2008 Global
February 2006 Michael Dell quote in Business Week Altimeter
Dell Outlet achieves Twitter
Michael Dell Asks In response to Jeff Jarvis question around whether recognizes Dell
Why don’t we reach out and help bloggers companies want to be part of the online $0.5M in sales via Twitter revenues with “Open Dell
with tech support issues? conversation: ”My argument is you absolutely do. of $6.5 M Leadership Award named #1
You can learn from them. You can improve your for Innovation and
reaction time. And you can be a better company Execution” most
by listening and being involved in that social
conversation.”
December 2006 March 2010 brand
March 2008
Ratings and Dell join Sina
February 2007 Accepted Solutions
reviews on Weibo in
IdeaStorm Launched launched on January 2009
Dell.com A voting based site allowing June 2009 China
Community Dell Organizes in to
customers and others to submit Dell France begins Online 4 customer focused $2M+ Sales December 2010
ideas for Dell. Community Outreach business units
via Twitter Social Media
Command
Center Launch
2006 2007 2008 2009 2010 2011
Social Media &
Communities University
July 2006 Launched
Direct2Dell launched June 2007 2009 5,000 team
members trained by
Today Direct2Dell exists in Dell joins Twitter Dell TechCenter end of year
English, Spanish, Norwegian, January 6 Awards
Japanese and Chinese.
Dell launches 2008 June 2008 for Social
EmployeeStorm Dell aligns Channel blog Spring 2009 December 2009 B2B pages Media
Internal Blogs Launched organization launched Members of Community Huffington Post Blog on Command
for Employees. for success and Conversations Facebook Center
deployed within each of
August 2006 the new Dell Business
January 2007 units
Blog outreach April 2008
StudioDell launched June 2010
expands beyond Dell’s video and podcast site, Inside IT launched
with helpful tips and tricks. Blog focused on business CAP Days Launched
tech Support November 2007 customers, and Cloud In-person events for vocal
Eventually expanding this into
Computing. online customers
the YouTube channel making DellShares launched
sharing easier. The first investor relations blog by
a public company.
7 Global Marketing

8. SM  B2C & B2B
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9. Experience business value across the entire
customer lifecycle
Awareness
Social media improves reach
and share of voice
Loyalty & Research &
advocacy consideration
Social media keeps customers
engaged, provides solutions and Established link between social
improved loyalty media activity and purchase
Service & support Lead gen/sales
Social media based support improves
sentiment and correlates with higher
Social media contributes to
revenue demand gen vehicles / sales
9 Confidential Global Marketing

10. Why should you care?
An irresistible force - Social media usage is
increasing rapidly; businesses of all shapes and
sizes are embracing it
Evolving into ‘Social Business’ - More than just a
buzzword, an integrated way of connecting with
customers
c
The enterprise goes ‘back to school’ - The
A
B business that’s not “fluent in social” will be at a
competitive disadvantage
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11. Wiggly Wigglers
Wiggly Wigglers, garden supply company:
Cut advertising budget by 90% due to social media
• Social media strategy built upon weekly podcast
• Over 100 five-star reviews on iTunes
• Subsequently extended to blogging, Twitter and
Facebook
• Cut advertising budget by 90%
http://www.wigglywigglers.co.uk/
11 Confidential Global Marketing
http://www.wigglywigglers.co.uk/podcasts/index.html

12. Vets Now, accident & emergency service for pets:
Became a top Facebook brand by sharing compelling content
One example of the content
posted on the Park Bench
Facebook page – Useful dog
trick by Jesse (including
fetching the TV remote
control
• From nothing to 3rd most engaging UK
Facebook page in 6 months
• 9th most active Facebook page in the UK
• Leverage Facebook insights to create hyper-
relevant content
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http://www.freshnetworks.com/blog/2011/09/tips-from-the-team- Global Marketing
behind-the-uks-third-most-engaging-facebook-page/

13. Smashburger, Denver hamburger chain:
Grew their brand through social media and PR strategies
• Grew from 3 locations in 2007 to 150 outposts
nationwide
• Offered coupons and trivia contents on Facebook
• Reply to questions and complaints on Twitter
• Actively reach out to bloggers who might write
about them
http://www.usatoday.com/money/smallbusiness/story/2012-02-16/small-
13 Confidential business-social-media-outreach-smachburger/53122300/1 Global Marketing

14. Social media is as strategic as you make it
Social media is strategic
when it is planned as a 1. Outline objectives
means of addressing
core business issues and
its impact on business 5. Test and refine 2 Listening audit
can be measured
4. Plan your approach 3. Available resources
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15. Social media is not a stand alone activity
Some 87% of companies use Twitter as part of
their marketing or PR activity, while 82% use
Facebook
The vast majority of companies (80%) report they
integrate social media activity with email
marketing, while half integrate it with SEO
15 Confidential Source: Econsultancy / LBi / bigmouthmedia State of Social Report 2011, November 2011 Global Marketing

16. Tool to be leveraged across the business
Product Online
Marketing
development • Lead generation presence
• Message reach • Product ratings & reviews
• Feedback loop
• Share of voice • Communities
• Early warning
• Events • Customer stories
• New product ideas
• SEO
Service &
support Sales Comms
• Collaboration • Rich media
• Listening / feedback
• Thought leadership • Brand reputation
• Support tools / widgets
• Peer recommendations • Influence
• Outreach
• Peer forums
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17. Step 1: What are your objectives?
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18. Step 2: Listening Audit
1. What are people saying about
your company online?
2. Where are people talking about
your brand and your industry
online?
3. Who are the influencers related
to topics that matter to you?
4. What is your share of
conversation compared to your
competitors?
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19. Listening is paramount
43% of global organizations who
use social technologies do so to
develop a strategic plan
53% of world class companies
constantly monitor or research fan
pages to determine what
customers want
Source: The Small and Medium Business Social Media Toolkit
Source: McKinsey Quarterly, November 2011
19 Confidential Source: Weber Shandwick, October 2011 Global Marketing

20. Listening to conversations: free tools
Twitter.com/Search Google.com/Alerts Socialmention.com
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21. Step 3: Available resources
1. Does anyone in your company
Social media is a already engage in social media
long-term activity activities? If so where?
and resource 2. Do you have a social media
commitment…it’s
policy or some level of guidance
integral to the
success of your for employees who engage with
business customers via social media?
3. Do your employees need
additional social media training?
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22. Enable employees to succeed
Principles
Policy
Governance
Training & tools
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23. Social media policy
Chris Boudreaux has collected
social media guidelines from over
100 organizations
http://socialmediagovernance.com/policies.ph
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24. Step 4: Plan your approach
1. Which channels will you use?
2. Will you invest resources in
The key to long- engaging those who influence
term success is your brand and industry?
integrating social
3. What is your content strategy?
media into your
traditional activity. 4. How can you use social media
to cross-promote traditional
activities and vice versa?
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25. Where? Broad use social media platforms
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26. Tips for developing compelling content
• Share with purpose (Does this • Leverage links and cite 3rd party
tie back to my objective?) sources
• Embrace what makes you • Include a clear call to action
unique (What do you want them to do
with your content?)
• Be consistent
• Sweat the small stuff
• Make it visual & interactive
(photos, videos, cartoons,
infographics, music, etc.)
26 Confidential Global Marketing

27. Step 5: Test and refine
1. Create key performance
If something isn’t indicators (KPIs) for each of your
working to the tactics
degree you had 2. Avoid arbitrary KPIs–base them
hoped, it’s okay!
on your objectives (Not: 50,000
Identify that issue followers; instead: 50
and correct it influential/engaged followers)
3. Identify your strengths,
weaknesses, opportunities and
threats (SWOT)
27 Confidential Global Marketing

28. No single measurement for social media success
• Instead, select KPIs based on your objectives
Awareness Influence
Ex. Monthly gross impressions, # Ex. # page likes,/shares, external
of fans/followers RTs, # of subscribers
Engagement Advocacy
Ex. Total interactions, # fan Ex. Message delivery, sentiment,
photos/videos, % engaged on recommendations
page, comments/posts
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29. 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
• Ask your team to provide social media updates in
your weekly staff meetings
• After a customer meeting, thank the customer in
social media
• Use relevant hashtags to connect with event
attendees, speakers, etc. (ex. #WIPP)
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30. Dell’s Women’s Entrepreneur
Additional Network on LinkedIn
resources
Or follow #DWEN on Twitter
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31. Follow influential women on Twitter
Anita Campbell Melinda Emerson Liz Strauss
@smallbiztrends @SmallBizLady @lizstrauss
CEO Author/Host Social Biz Strategist
Followers: >81,800 Followers: >157,500 Followers: >99,600
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32. Dell social media toolkit
Guide to how small and medium businesses can make the most of social media
Available online
The guide includes:
• How to develop a social media strategy
• Creating social media guidelines
• Best practices and case studies
• Choosing your social media channels
• Measurement and influence
• Tips from social media experts
• Practical advice to get started
www.slideshare.net/DellSMB/d
ell-smb-socialmediatoolkit
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33. Questions?
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