The document discusses Dell's use of social media both internally and externally. It describes how Dell uses internal social media platforms like Chatter to facilitate communication and collaboration among its 100,000+ global employees. Externally, Dell utilizes social media for customer service, marketing, crowdsourcing ideas from customers, and volunteering/social initiatives. The document emphasizes that social media strategy, policy, training, listening to customers, engaging with them, and measuring results are important for companies to effectively integrate social media.

1. Social Media
Integration within the Organisation
Business Breakfast – Limerick Chamber – 01/10/13
Stephen Jio - Dell

2. 2 @stephenjatdell
Social Media:
enables communication
and collaboration internally
and externally

3. 3 Confidential 9/30/2013
The Challenge
About Dell
• 100,000+ team members globally
• Offices on six continents
• Dell.com in 160 countries
• 5.4 million customer interactions per day
• Providing solutions to Consumers, Commercial, Governments, Education,
Medicine…

4. 4 stephenjatdell 9/30/2013
Social Media
2013

5. 5 Confidential 9/30/2013
“Social Media is about
sociology and psychology
more than technology.” –
Brain Solis Principal of Altimeter Group

6. @stephenjatdell6
Product
R&D
Communications
Customer
Service
Marketing
Employees
SMaaS
A business can be like a puzzle.

7. @stephenjatdell7
Product
R&D
Communications
External
Customer
Service
Marketing
Employee SMaaS
Not all pieces interconnect.

8. @stephenjatdell8
Product
R&D
Communications
External
Customer
Service
Marketing
Employee SMaaS
Social
Media
Social Media: connects the business.

9. @stephenjatdell9
Product
R&D
Communications
External
Customer
Service
Marketing
Employee SMaaS
Social
Media
Social Media: facilitates the conversation.
“…equally important to use
social media internally to
facilitate communication
between departments,
overcome geography, and
ultimately to maximize
productivity..”
–Steve Nicholls, author

10. Internal Social Media - Chatter
@stephenjatdell10
• Accessible for all 100,000+ staff
• Over 2,000 subject matter groups
• Project management with work flow
• Share files and lock view only
• Multi-platform (tablet, smartphone)

11. @stephenjatdell11
61% find it easier to
Collaborate
60% find that internal social
media demonstrates
Innovation
58% find a company that
deploys internal social media
is one to Trust
Employee Social Media network
1 Source: APCO Worldwide and Gagen MacDonald, Survey on the State of the U.S. Workplace as Viewed by America’s Workforce, October 2011.

12. 12 stephenjatdell 9/30/2013
Dell and Volunteering
• More than half of Dell team
members globally participate in
community service projects
• Dell global team members
volunteered more than 700,000
hours in their communities last year.
• Participation in community service
activities with more than 15,000
charities in 60 countries.

13. 13 stephenjatdell 9/30/2013
Dell Social Innovation Challenge
With more than $350,000 in Prizes and Awards, the
Dell Social Innovation Challenge identifies and
supports promising young social innovators who
dedicate themselves to solving the world's most
pressing problems with their transformative ideas
• In 2012 over 250,000 student from 105 countries
created profiles in DSIC
• 1,570 innovations were submitted
• 400 formal business plans were submitted
• Crowdsource voting in preliminary rounds

14. 14 @stephenjatdell
Generating excitement
Dell Vlog YouTube channel
• Dell Ultrabook Challenge had
over a million views in first 48
hours
• Over 13 millions views on Vlog
• In addition to products
• Quarterly results
• Community service
• Customer Stories

15. 15 @stephenjatdell
Crowdsourcing
IdeaStorm: tapping into the collective
intelligence of the community
• Introduced in 2007
• Over 18,000 ideas submitted
• Over ¾ of a million votes
• 97,000 comments
• +520 ideas implemented

16. 16 @stephenjatdell
1 to many support
DellCares: support outreach
• Regional teams provide localised service
• Over 3,000+ engagements a week
• 11 languages
• Proactive and reactive
• Positive impact to customer satisfaction:
• 45% conversion rate

17. @stephenjatdell17 9/30/2013
A recent Red Cross survey reveals:
• Online news is the 3rd most popular source of information during an
emergency
• A quarter of the general public would use Social Media to let loved
ones know they are safe
American Red Cross and Dell
Specifically, the Digital Operations Centre helps the Red Cross:
• Source additional information from affected areas during
emergencies to better serve those who need help;
• Spot trends and better anticipate the public’s needs; and
• Connect people with the resources they need, like food,
water, shelter or even emotional support.

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“One of the greatest
challenges companies face in
adjusting to the impact of
social media, is knowing
where to start.”
Simon Mainwaring

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Create a complete strategy that aligns with your Brand.
• Define objectives, audience, strategy, and policy
• Train Staff for self-empowerment
• Listen to the Community
• Engage and Act consistent with your brand
• Quantify results, tie back in to your objectives
@stephenjatdell
BUILD
EXECUTE
Social Media: Build, Execute & Measure
MEASURE

20. @stephenjatdell20 9/30/2013
Policy
• Create a policy for Social Media that includes:
– Transparency
– Accountability
– Procedures and Training
– Protection of Confidential Information
– Reporting and Investigation
– Discipline
– And above all honesty
• Also need to ensure that you have a
governance process to support the policy
Social
Media
Policy
HR (aligned)Brand (values)
PR (input) SMT (sponsor)

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• Training is essential
• Clearly sets out the principles of
listening and engaging
• Puts processes in place to execute
• Principles
• Policy
• Governance
• Allows for ALL employees to participate
• Minimises risk and exposure for a
company
• Also for agencies and contract workers
Training
http://www.dell.com/socialmedia

22. 22 Confidential 9/30/2013
Listening

23. 23 Confidential 9/30/2013
"We used Twitter as a way to thank
volunteers and people who donated
to our cause. Anytime we can engage
with people who touch us, we do.”
Rev. Jeff Putthoff, Executive Director, Hopeworks ‘N Camden
Engaging

24. 24 Confidential 9/30/2013

25. @stephenjatdell25
“Number of Fans and
Followers is NOT a
Business Metric – What
You Do With Them Is.”
– Jeremiah Owyang
Measure

26. "Engaging in honest, direct conversations with customers and
stakeholders is a part of who we are, who we've always been."
- Michael Dell
@stephenjatdell26

27. Thank you
@stephenjatdell
ALIENWARE AURORA