Creating a Culture for Making Business Social

Dell - Internal Use - Confidential

Creating a Culture

for Making Business Social

MnSearch Summit

June 27, 2014

• Defined Community Manager Role across business functions (2006)

• Pioneered big data via insights from social monitoring tool data (2008)

• Transforming social content marketing @Dell

Leading Global Social Content Strategy and Governance

Connie Bensen

@cbensen #SocialBizology

(presently Social Content Strategy)

A journey to optimize content and social.

Are you prepared to be a Social Business?

Source: Sprinklr’s Social@Scale ebook

David Armano

Creating a culture that supports Social Content optimization

• People and expectations

– How do you shift expectations

to support integrated marketing?

• Encourage collaboration

– Internally across teams

– External events

• Shift to customer-centric content

– Processes

– Tools

[noun] Social Bizologist definition: The person responsible for guiding the integration of social into the business functions of an organization.

Global Marketing

People and priorities

@AmyHatDell

Employee activation via Social Media Certification

Read more: Unleashing the Power of Employee Advocates

Social SME program Empowering Dell’s subject matter experts

#SocialExec program

LinkedIn 95,000 employees follow Dell’s LinkedIn company page

@JenniferNatDell

Dell’s Global Primp Your Profile program

Read more: Your Employees Brand is Your Company Brand

Use LinkedIn to showcase your Company Brand

Global Marketing

Encourage collaboration (internally and externally)

Dell CAP Days and Social Think Tanks

@Konstanze

Read more: Building Brands Builds Relationships

Dell team member contributions created a need for a global content calendar

Read more: Direct2Dell Blog Manifesto

Global Marketing

Create customer-centric content

Make business social across the organization

@CBensen

Activating Marketing and Sales teams

@HavilahTower

Read more: Activating Employees as Company Advocates on Social Media

Data drives decisions and motivates teams

@BrianMelinat

Provide teams with Playbooks

• Brand certification

• List of standardized organic keywords

• Content optimization guidelines

• Value proposition messaging

Revising processes for content marketing

@iamnikkideleon

Read more: Empowering Champions Within Your Organization

Globalizing content @JanineWegner

Be the change that you wish to see in the world

Mahatma Gandhi

Suggestions for embedding social in the fabric of a company (and optimizing content!)

• Integrate social into the workday – Put on your consultant’s hat and ask teams what their pain points are

– Translate how content can be optimized and leveraged in social – Help teams understand what to start doing, keep doing and stop doing – Provide resources, training and certification

– Create a Center of Excellence with a goal of making social a job requirement – Start with a global intranet site

• Encourage collaboration – Use a weekly core team meeting to drive change – Encourage early adopters to share best practices – Share wins with the world and publish the case studies on Slideshare

• Create customer-centric content – Data is the hook for getting consistent use of tools – Simplify toolsets to avoid fragmentation in reporting and usage

– How can you build a global content calendar? – The tools can guide process revision (use the interest to reverse engineer)

Build Community around your intent to optimize content, social and search.

Questions? Resources

Optimize

by Lee Odden, TopRank Marketing

Revenue Engine

by Steven Woods, CTO Eloqua

Rise of the Revenue Marketer

by Debbie Qaqish

Altimeter Report: Digital Transformation: Why and How Companies are Investing in New Business Models to Lead Digital Customer Experiences

Creating a Culture for Making Business Social

Business

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