Create and execute a Social Strategy - Workshop

transcript

Creating and Executing A Social Media Strategy - Workshop

Stephen Jio, Dell - @stephenjatdell

2nd Annual Middle East Social Media Marketing Conference, Dubai – May 14, 2012

Workshop: What to expect

• Open discussion and collaboration • Sharing some of Dell’s best practices • Building a framework strategy • Looking at Social Media in a holistic

manner • Quick thinking scenarios • Putting it all together!

Dell & Social Media: Our journey

Dell’s Social Media & Community History

4 @stephenjatdell

Communication

• Rich Media • Brand Reputation • Influence • Reputation

Product Development

• Feedback Loop • Early Warning • New Product

Ideation

Marketing

• Demand Forecast • Lead Generation • Message Reach

Online Presence

• Ratings & Reviews • Communities • Customer Stories

Sales • Leads • Collaboration • Thought Leadership • Blogs

Customer Service

• Listening • Support Widgets • Outreach

Where Dell uses Social Media

Social Media: Where do you start?

to YOU

Courtesy of http://www.theconversationprism.com/

Let’s start by defining what Social Media means…

Social Media: The exchanging of ideas between dynamic communities enabled through the technology of ever-evolving tools

Direct2Dell

Social Media Strategy: “Think before you jump”

Social Media Strategy Summary - Build and Execute your strategy

1. Identify what you want to achieve with Social Media

2. Budget for scalability with Sponsorship from Executives

3. Train your Staff for best practise engagement

4. Listen first to what is being said, understand your Customer

5. Engage and be part of the conversation and the solution

6. Opportunity is there in all elements of your business

7. Measure your results

@stephenjatdell

EXECUTE

Dell - Social Media Strategy

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What are the greatest internal challenges preventing your deployment or expansion of listening and engagement initiatives?

Based on 200 US Marketers Source commissioned study conducted by Forrester for Dell 06/11

Listening

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Identify: What do YOU want from YOUR Social Media efforts?

Brand Reputation

Conversation

Customer Stories

Offers Transactions eVouchers

Feedback

Campaigns Viral Content

Shareable Content

Demand Generation

Potential Issues

Important Announcements

Competition Buzz Support

Survey: What companies are using Social Media for

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…a paradigm shift is needed

Budget: Things to consider when you build your budget

• Staff or Agency management • Training of Staff/Agency • Paid media and advertising • Agency creative work • Integration into business process • Promotional considerations • Infrastructure

• What other factors are there?

Platform(s)?: Which Social Media platforms to get involved in

Courtesy of Econsultancy – Middle East and North Africa Digital Consumer Report - published Oct 2011

Social Media: Brand Adoption

Followers

Middle East

Social Media Strategy – Sponsorship

• Buy-in from Executives is critical

@stephenjatdell

Courtesy of http://goodsocialcents.com/2010/09/dilbert-infographics-social-media/

SOCIAL ALERT!: I don’t think she likes us!

You receive a unprompted negative post without a lot of context around it

What do you do?

Tactical Execution: Agency or Employees?

Resourcing Trust

Dependability Knowledge

Creative Consistency

Budget

Tactical Execution: Paid, earned or owned content?

Courtesy of http://desticorp.typepad.com/desticorp/2011/02/the-essence-of-social-media-in-one-graphic.html

Paid Media: Examples are advertising, sponsorship…

Owned Media: Examples are website, pdfs, YouTube video…

Earned Media: Examples are word of mouth, journalist reviews…

Shared Media: Examples are Facebook, Twitter and YouTube interaction

SOCIAL ALERT!: Something’s foul here!

Your company Facebook page has a comment from a follower using unacceptable language in their thread.

What do you do?

Train your Staff: Empower your employees in Social Media

Employees are your best social advocates

• Make your Social policy available to all Employees

• Train and certify Employees (and Agencies), to engage

• Reinforce transparency in all engagement even personal

• Provide internal social network as sandbox

• Coordinate closely with external communications

Empower Employees: Provide Social Media training

Publish your Principles: Live by them

What are YOUR Social Principles?

Listening

Engaging

Opportunity

“Engaging in honest, direct conversations with customers and stakeholders is a part of who we are, who we’ve always been. The social web amplifies our opportunity to listen and learn and invest ourselves in two-way dialogue, enabling us to become a better company with more to offer the people who depend on us.”

- Michael Dell

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Execute your strategy: Listen, Engage, Opportunity

Listening: What is the Community saying

Social Media helps Dell in achieving their purpose of:

“Delivering technology solutions that enable people everywhere to grow and thrive.”

@stephenjatdell

Listening: Why we do it

Why You NEED to Listen

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Brand Reputation

Product Evaluation Potential Issues

Instant Feedback

Queries on Product/Services

Support

Customer Stories Peer to Peer Influence

Comments

Sales Lead Generation

Listening: 26,000 posts daily about Dell

• Helps you hone in on subject matter that you want to focus on

• Can perform intelligence in understanding the tone of the conversation

• Provides workflow integration

• Reporting capabilities

Listening Tools: Listening, publishing and work flow

Why Listen: They are talking about your Brand!

Courtesy of WSI – http://www.wsidigitalmarketing.com- published 2010

• You need to know what is being said about you

• Listen (monitoring)

• to see what is being said

• Analyse the impact

• is it a once-off comment or a trend

• Influence

• How can you change the attitude, not necessarily through direct engagement

SOCIAL ALERT!: Proactive or Reactive? Product Recall

Your brand has to do a recall because of health hazard due to mispackaged product

How would you leverage your social channels?

Hosted

Communities

Support

Mastery & Use

Affinity

Ideation

External Community

Extranets

Internal Networks /

Workgroups

Internal

External

Enterprise

Topical Experts

Community

Collaboration

Market

Direct2Dell

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Engagement: Collaboration at multiple levels

Mass Social Media

• Engagement doesn’t mean responding to everything!

• Do not use to neutralise or argue a dissenting opinion

• Let the community respond; trust the community

• Engage in conversations that are already happening, BUT LOOK FOR LANDMINES

• Be prompt, Social Media moves quicker than any other channel of communication

…and don’t Tweet when you’re in a bad mood

Engagement: Food for thought

#&@&ig

#FAIL: Think before Tweet

• When you tweet for a company you are the company

• Why training is so important

• Forget the delete button – once its posted, its permanent

SOCIAL ALERT!: You’ve been tweetjacked!

Damage Control

A campaign to talk about local produce goes awry when an employee decides to add hashtag - #McDstories

How would

you deal with

Taking a First Step: Building a Community • Making a connection with a

community builds trust

• Community nurtures an environment for members to share ideas with other like members

• Allows for support to happen between peers

• Builds loyalty and advocacy

• It becomes a source for lead generation

• Can help in terms of addressing critical issues

http://dellsociallistening.com/

Engagement: A tool to see how you are doing

http://assets.econsultancy.com/images/0001/8128/Social_media_maturity_1.png

Opportunity

Opportunity: Social Integration in the Business

Key Influencers: Meet-ups can build relationships

• Reach out to influential Social engagers

– Customer Advisory Panel

• Identifying key Influencers in Social Media to partner with

• Help with understanding the brand view in the community and help improve

• They become brand voices of the community

@stephenjatdell

• Sharing best practice between companies

• Using Twitter keeps it focused

Confidential

Trade Secrets: Community Sharing

SOCIAL ALERT!: I heard you the first time

Your company Facebook page has posted similar negative comments in most of your threads.

What do you do?

• IdeaStorm introduced 2007

• Over 16,000 idea submitted

• >470 implemented

• EmployeeStorm for staff

@stephenjatdell

Product Development: Crowdsourcing

Leveraging Social Media

• Promote social causes

• Increase visibility reach for initiatives

• Help drive sponsorship

17/03/2011 Stockholm

Brand Association: Align with high profile partners

Marketing: Social Product Integration

• MTV EMA Awards – Red Carpet

• Over 1,000 fans had their picture taken on the red carpet

• Photographs taken with Dell Streak and instantly uploaded to Facebook page

• Allow fans to comment on their images and have a virtual ‘keepsake’ of the event

• Combined marketing campaign with advertising and features at Awards provided additional media goodness

@stephenjatdell

Marketing: LinkedIn is a Social Opportunity

• LinkedIn company page

• Over 275k followers

• Recruitment and merchandising product opportunities

@stephenjatdell

Communication: Shareable Rich Content

• Product launch teasers, customer stories, product reviews, interviews, press conferences

• Dell Ultrabook Challenge had a million views in first 48 hours

• Dell Vlog channel has generated over 12 million views since launch

• Additional social properties

– Flickr

– Slideshare

@stephenjatdell

• Over 100,000 reviews from customers

• Customers recommend to other customers

Voice of the Community: Ratings & Reviews

Community Wiki

• Users post questions and Community answers

– Leverage rich community knowledge

– Dell experts also provide answers

• Over 2,500 questions so far

Voice of the Community: Q&A

SOCIAL ALERT!: You look familiar…

One of your employees has begun to post positive anonymous comments about your products and services on various Social threads.

What should you do?

• Proactively reach out to customers

• Integrating efforts with support.dell.com

• Team engages with 1,000+ customers per week

• Positive impact on customer satisfaction: 35% conversion of ‘demoters’ to ‘promoters’

@stephenjatdell

Customer Service: Reaches beyond the ‘one to one’

Sales: Social Offers

• Creating compelling offers – based on engagement with community

• 1.5 million followers on Dell Outlet ‘Deals’ Twitter page

• @DellHomeUK averages over 30 engagement on a daily basis proactively reaching out for sales opportunities

@stephenjatdell

Groupon: Swarm Offers

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• Group buying – on Facebook

– Unique limited offer

– Group discounts – get better with when more join

– Offers close after buying group minimum achieved

– Launched in Canada, Australia

– Launching in UK

SOCIAL ALERT!: That’s not me!

An Twitter impersonation account of your company has popped up that is mocking your company.

What do you do?

Measure: How do you define success in Social Media?

• 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

KPIs: How we measure up our Social efforts

Survey: The most important metrics in assessing Social Media…

Resource: Econsultancy -The State of Social Report 2011

Qualitative Results: Numbers do not tell the whole story

SOCIAL ALERT!: You’re making me blush!

You receive a unprompted compliment on Twitter

What do you do?

Final Words: Sometimes your Social Media efforts ‘earn’ you things that can’t be measured…

Thank you! @stephenjatdell