This presentation was written by Dr. Konstanze Alex-Brown, Global Communications, Social Media Strategy at Dell Corporation. Dr. Brown was invited to present as a keynote speaker for the inaugural Energy Digital Summit in June 2014. She presented on the topics of marriage of social media, digital communications and building community in Energy & Technology.

1. Integrated
Social
and
Digital
Communica3ons:
A
Prac3cal
Applica3on
Konstanze
Alex-­‐Brown,
Global
Communica9ons,
Social
Media
Strategy,
Dell
Inc.
@Konstanze
#EDShouston

2. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
hDp://www.youtube.com/watch?v=Hq_JlFpatZM
@Konstanze
#EDShouston

3. 3
Our
point
of
view
on
social
business
value
Thousands of
employees
trained and
growing
Broad social networks
Powerful
communities
Customer ideation
Embedding across all business functions
Closing the loop
with customers and
influencers
Over 25,000 daily
global
conversations
Product
s
Marketin
g
Services
Solu3ons
Online
Sales
Customer
Service
Comms
and
PR
HR
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computer may not have
enough memory to open
the image, or the image
may have been
corrupted. Restart your
computer, and then
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red x still appears, you
may have to delete the
image and then insert it
again.
The image cannot be displayed. Your computer may not have
enough memory to open the image, or the image may have
been corrupted. Restart your computer, and then open the
file again. If the red x still appears, you may have to delete
the image and then insert it again.
The image cannot be
displayed. Your
computer may not have
enough memory to open
the image, or the image
may have been
corrupted. Restart your
computer, and then
open the file again. If
the red x still appears,
you may have to delete
the image and then
insert it again.
The image cannot be
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computer may not
have enough memory
to open the image, or
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Restart your computer,
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and then insert it
Listen Engage Act
To embed social media in
the fabric of the company
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@Konstanze
#EDShouston

4. January
2008
Dell aligns
organization
for success
The
image
August 2006
Blog outreach
expanded beyond
tech Support
December 2006
Ratings and
reviews launched
on Dell.com
July 2006
Direct2Dell launched
Today Direct2Dell exists in
English, Spanish, Norwegian,
Japanese and Chinese.
The image cannot be
February 2006
Michael Dell asked
Why don’t we reach out and help
bloggers with tech support issues?
T
h
e
i
m
January 2007
StudioDell launched
Dell’s video and podcast site, with
helpful tips and tricks. Eventually
expanding this into the YouTube
channel making sharing easier.
February 2007
IdeaStorm launched
A voting based site allowing
customers and others to
submit ideas for Dell.
June 2007
Dell joined Twitter
EmployeeStorm
launched
Internal Blogs Launched for
Employees.
The
imag
e
cann
ot be
displ
October 2007
Michael Dell quoted in Business
Week
In response to Jeff Jarvis question around
whether companies want to be part of the online
conversation: ”My argument is you absolutely
do. You can learn from them. You can
improve your reaction time. And you can be a
better company by listening and being
involved in that conversation.”
November 2007
DellShares
launched
The first investor
relations blog by a
public company.
March 2008
Accepted Solutions
launched on Community
Dell France begins Online Community
Outreach
May 2008
Dell Outlet achieved
$0.5M in sales via Twitter
April 2008
Inside IT launched
Blog focused on business
customers, and Cloud
Computing.
June 2008
Channel
blog
launched
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cannot be
January 2009
Dell Organizes
into four
customer
focused
business units
Spring 2009
Members of
Community
and
Conversations
deployed
within each of
the new Dell
Business units
June 2009
$2M+ Sales
via Twitter
2009
Dell TechCenter
June 2009
Global Twitter
revenues of
$6.5 M
December
2009
Huffington
Post Blog
March
2010
Dell
joins
Sina
Weibo
in
China
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imag
e
cann
ot be
displ
2006 2007 2008 2009 2010 2011….2014
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Your
Altimeter
recognized Dell
with “Open
Leadership Award for
Innovation and
Execution”
Social Media &
Community
University (SMaC U)
launched
5,000 team
members trained by
end of year
B2B pages
on
Facebook
Dell
named
the No.
1 most
social
brand
T
h
e
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6 Awards for the
Social Media
Listening Command
Center
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ima
ge
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June 2010
CAP Days launched
In-person events for vocal
online customers
December 2010
Social Media
Listening
Command
Center launched
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Over
seven
years
of
social
media
experience
@Konstanze
#EDShouston

5. How
social
media
is
embedded
throughout
Dell
Listening impacts NPS, ROI and Brand
Product development
• Feedback loop
• Early warning
• New product ideation
Marketing
• Demand forecast
• Lead generation
• Message reach
Online presence
• Ratings and reviews
• Communities
• Customer stories
Sales
• Collaboration
• Thought leadership
• Blogs
Customer service
• Listening
• Support widgets
• Outreach
Communication
• Rich media
• Brand reputation
• Influence
• Reputation
@Konstanze
#EDShouston

6. 6
• Who
are
my
influencers?
• What
do
customers
say
about
us?
• How
do
I
build
a
training
program?
• What
tools
do
I
use?
• Are
there
any
standard
processes
that
I
can
follow?
• Dedicated
social
media
team?
• Which
social
media
channels?
• How
do
I
align
my
digital
content
strategy?
• How
do
I
manage
the
inflow
of
informa3on?
• I
can’t
determine
the
ROI.
• I
don’t
know
how
to
scale
a
social
media
solu9on.
Bringing
with
it
challenges
of
culture
vs.
adop9on
Skilled
resource
s
Customer
feedback
Too much
information
Tools and
processe
s
@Konstanze
#EDShouston

7. Data
Recording &
Listening
1
Sentiment
Analysis
2
Engagement
3
Customer
Care
4
Social ROI
5
Social CRM
6The image cannot be
displayed. Your computer
may not have enough
memory to open the image,
or the image may have
been corrupted. Restart
your computer, and then
open the file again. If the
The image cannot be
displayed. Your
computer may not
have enough memory
to open the image, or
the image may have
been corrupted.
Restart your computer,
and then open the file
again. If the red x still
appears, you may have
The image cannot
be displayed. Your
computer may not
have enough
memory to open
the image, or the
image may have
been corrupted.
Restart your
computer, and
then open the file
again. If the red x
still appears, you
The image
cannot be
displayed.
Your
computer
may not have
enough
memory to
open the
image, or the
image may
The image
cannot be
displayed.
Your
computer
may not have
enough
memory to
open the
image, or the
image may
have been
corrupted.
Restart your
The
image
cannot
be
displayed
. Your
compute
r may
not have
enough
memory
Social
Media
Maturity
Stages
–
Processes
&
Tools
1
2
3
4
5
Listen
More than 25K
Dell conversations
every day
Enrich
Filter, categorize
and determine
sentiment
Collate
Calculate metrics -
which represents
overall brand
advocacy
Deliver
Real-time tracking
and monitoring ->
actionable insights
for business
Aggregate
Aggregate all
conversations
pertaining to Dell
#EDShouston

8. @Konstanze
#EDShouston

9. Social-­‐Digital
Content
Journey
Customers (CIO/CMO/Biz Leader) | influencers | employees |
analysts
Audience
Social/Digital
Channels
(Amplify, engage)
Multi-Media
Content
Comms Purpose
Tech Page One | Direct2Dell | Dell.com | Facebook | Twitter |
SlideShare | YouTube | Instagram | Flickr | Google+
Press release | whitepaper | Customer case study | SME interview |
blog | trade journal | conference presentations | Think Tank
Raise awareness | educate | engage | influence | achieve
thought leadership via POV
BUSINESS GOALS
@Konstanze
#EDShouston

10. 1
0
Confiden9al
Facilitate online conversation by activating
SMaC certified TMs; by amplifyng Michael’s
articles & other media article(s), and by
sharing bite-sized chunks of 30th birthday
creative and messaging
Leverage 30th Birthday
creative (messaging,
infographics, photos, video)
Use Dell-owned and
internal channels:
Dell.com campaign page,
Dell Heritage page, D2D,
ODW, Chatter
Goal: Communicate positive outlook for
Dell’s next 30 on social channels with
user generated and Dell content. Extend
use of visual social channels.
#Dell30more
Expand use of visual content:
Instagram: photos/video/#Dell30more
Facebook: add to global content
calendar, photo/video/#Dell30more Dell
YouTube: Red Cross/Dell Social story
Flipagram: slideshow of pics/
#Dell30more
- Share downloadable wallpaper
Engagement: Selfie spot with
option to tweet/Instagram with
Dell30more background

11. Proposed Schedule
• DATE: D2D post of Case Study including
examples of team member engagement
on social channels and social biz
messaging
• DATE: Add Case Study to Dell.com 30th
birthday landing page on Dell.com,
LinkedIn
• DATE +1: “Thank you post on internal
blog and micro-blog
• Date +1 - +3: Share media articles based
on the Case Study along with social biz
messaging on Twitter accounts,
Facebook accounts, LinkedIn, Google+
The #Dell30more success story
Objective: Amplify the success story of
how Dell activated and engaged team
members on external social channels to
celebrate the company’s 30th birthday and
thereby creating authentic and heartfelt
brand advocacy. The small case study is to
show that Dell’s Social Media strategy is
constantly evolving to enable Dell as a
social business.
Approach:
1) Create a mini case study
2) Publish on Social and Dell owned
channels (internal/external)
3) Reach out to select media and
influencers to share with their audiences.
Success: Customers/fans/followers/TMs
believe that Dell is evolving as a social
business
#Dell30more:
Instagram
Success
Story
@Konstanze
#EDShouston

12. hDp://www.youtube.com/watch?v=O8iQJHrAjY4
#EDShouston

13. Q
&A
@Konstanze
#EDShouston

14. Principles
Policy
Governance
Training,
Cer9fica9on
and
Tools
Social
Media
&
Community
University
(SMaC
U)
14
@Konstanze
#EDShouston