The document discusses Dell's use of social media across its organization. It describes how Dell uses social media internally for collaboration between departments and externally to engage customers, generate brand awareness, and drive business outcomes. Dell's social media strategy involves identifying goals, training employees, listening to online conversations, engaging with stakeholders, and measuring business results.
3. Social media Virtual
Mobile Cloud
Always on
Data
explosion
Technology trends are changing the way we connect with each other.
3 @stephenjatdell
4. Technology trends are changing the way we connect with each other.
4
of the world’s
population are now
using the Internet.
3 Billion
By 2016, 350M employees
will use smartphones. 200M
employees will bring their
own device to work.
350 Million
of mid-market companies
are using cloud models in
their business (SaaS).
>50%
58 Billion
mobile application
downloads by 2015
2.5 Quintillion
bytes of data being created
every day.
of workloads customers
expect to virtualize by 2014
73%
@stephenjatdell
10. @stephenjatdell10
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.
11. “Social Media is about sociology and psychology more
than technology.” – Brain Solis Principal of Altimeter Group
@stephenjatdell11
13. Internal Social Media - Chatter
@stephenjatdell13
• 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)
15. @stephenjatdell15 25/04/2013
Social Media: builds Brand value
Irish Cancer Society: Daffodil Day
• Key component in an overall
campaign
• Promotes association with
event and Dell Ireland
• Dell Ireland Twitter trending
in Ireland during event
• Created mobile app
over 500+ uploads
16. 16 @stephenjatdell
Social Media: generates 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
18. 18 @stephenjatdell
Social Media: 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
20. 20 @stephenjatdell
Social Media: 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
22. 22
Creates an environment that aligns with your Brand behaviour.
1. Identify, Define Social Media strategy and policies
2. Train Staff for self-empowerment
3. Listen to the Community
4. Engage and Act consistent with your brand
5. Quantify results
@stephenjatdell
BUILD
EXECUTE
Social Media: in 5 steps
MEASURE
23. Listening
23 @stephenjatdell
Identify:
What do YOU want
from YOUR Social
Media efforts?
Brand Reputation
Conversation
Customer Stories
Engaging Virtual Project Management
Sharing ideas
Feedback
Campaigns
Viral Content
Collaboration
Demand Generation
CRM
Potential Issues
Important Announcements
Competition Buzz
Support
BUILD
24. 24 @stephenjatdell
• 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
BUILD Training:
Empowering the
masses!
25. "Social media is the ultimate canary in the coal mine.“
- Jay Baer
@stephenjatdell25
26. 26 @stephenjatdell
Brand Reputation
Product Evaluation Potential Issues
Instant Feedback
Queries on Product/Services
Support
Customer Stories
Peer to Peer Influence
Comments
Sales Lead Generation
27,000 posts daily about Dell
EXECUTE
Why you need to
Listen!
27. @stephenjatdell27 25/04/2013
EXECUTE
• Utilise a tool that covers the
entire Social landscape
• Set intelligent listening
criteria
• Make it available on multiple
platforms and provide alerts
Listening tools:
It’s all in the setup!
28. "Engaging in honest, direct conversations with customers and
stakeholders is a part of who we are, who we've always been."
- Michael Dell
@stephenjatdell28
29. @stephenjatdell29 25/04/2013
• Allows for ‘indirect’ access to
Social properties
• Publishing tool provides
integration with analytical tool
• Centrally monitored
• Multi-platform
• Used for campaign planning
• Built-in workflow
Social Publishing:
Management/Control
EXECUTE
30. 30 @stephenjatdell
• Engagement doesn’t mean
responding to everything!
• Do not use to neutralise or argue a
dissenting opinion
• Look for landmines
• Think before you post, the delete
button doesn’t work
…and don’t Tweet when you’re in a bad
mood
Engagement:
Food for thought
EXECUTE
31. “Number of Fans and Followers is NOT a Business Metric –
What You Do With Them Is.”
– Jeremiah Owyang
@stephenjatdell31
32. @stephenjatdell32 25/04/2013
MEASURE
Analytics:
Measuring what’s
important
• Brand Health –
Net Promoter Scores, Social Net Advocacy
• Customer Satisfaction (Social Support) –
Within the Social environment, community
responses
• Conversion (User Content) –
Customer reviews, user generated content
• Consideration –
Effectively driving traffic to dell.com
• Revenue –
‘Social’ associated purchases, indirect and
direct attributed
34. Social Media: process ownership
Strategy
Business units
Governance
Social Media
1
Training
Social Media
Tactical
Business / Comms
2 3
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