Social Media and CRM
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Social Media Fostering Customer Loyalty through Social engagement Beyond CRM– Dubai – 11/20/13 Stephen Jio - Dell
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“Our business is about technology, yes. But it's also about operations and Customer Relationships.”
Michael Dell
@stephenjatdell ∞ 11/20/13 ● Dubai
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Social Media: Provides more than one road for your Customer to engage with you.
@stephenjatdell ∞ 11/20/13 ● Dubai
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Our Social Journey
2013
@stephenjatdell ∞ 11/20/13 ● Dubai
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5
“One of the greatest challenges companies face in adjusting to the impact of social media, is knowing where to start.”
Simon Mainwaring
@stephenjatdell ∞ 11/20/13 ● Dubai
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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
• Opportunity - Social activities
BUILD
EXECUTE
Social Media: Build & Execute
@stephenjatdell ∞ 11/20/13 ● Dubai
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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)
@stephenjatdell ∞ 11/20/13 ● Dubai
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Transparency
3 types of profiles: • As the business @dell • As an employee @stephenjatdell • As an personal individual #Iworkfordell
@stephenjatdell ∞ 11/20/13 ● Dubai
“Social media is your opportunity to reach a massive number of people with transparency, honesty, and integrity.”
Brian E. Boyd Sr
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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
@stephenjatdell ∞ 11/20/13 ● Dubai
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Social Media Strategy – Sponsorship
• Buy- in from Executives is critical
Courtesy of http://goodsocialcents.com/2010/09/dilbert-infographics-social-media/
@stephenjatdell ∞ 11/20/13 ● Dubai
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Hosted
Communities
External Community
External Community
External Community
Extranets
Internal Networks
Internal
External
Employees
Topical Experts
Customers
Direct2Dell
Sales
External Community
Support
Social Ownership: A complex model
Communications
@stephenjatdell ∞ 11/20/13 ● Dubai
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Social Media: process ownership
Strategy Business units
Governance Social Media
1 Training Social Media
Tactical Business / Comms
2 3
@stephenjatdell ∞ 11/20/13 ● Dubai
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13 Confidential 11/16/2013
Listen, Engage, Opportunity
@stephenjatdell ∞ 11/20/13 ● Dubai
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14 Confidential 11/16/2013 @stephenjatdell ∞ 11/20/13 ● Dubai
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Listening: Why we do it
"Engaging in honest, direct conversations with customers and stakeholders is a part of who we are, who we've always been."
- Michael Dell
@stephenjatdell ∞ 11/20/13 ● Dubai
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• 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!
@stephenjatdell ∞ 11/20/13 ● Dubai
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17 Confidential 11/16/2013
"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
@stephenjatdell ∞ 11/20/13 ● Dubai
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• 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
@stephenjatdell ∞ 11/20/13 ● Dubai
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19 Confidential 11/16/2013 @stephenjatdell ∞ 11/20/13 ● Dubai
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• 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
Engage: Food for thought
@stephenjatdell ∞ 11/20/13 ● Dubai
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@stephenjatdell ∞ 11/20/13 ● Dubai
“…equally important to use social media internally to facilitate communication between departments, overcome geography, and ultimately to maximize productivity..”
– Steve Nicholls, author
Employee Social Media
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Internal Social Media - Chatter
• 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)
@stephenjatdell ∞ 11/20/13 ● Dubai
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Opportunities for Social engagement
awareness
association
advocacy
consideration
influence conversion
support
participation
loyalty
@stephenjatdell ∞ 11/20/13 ● Dubai
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Awareness – Brand envy
awareness
association
advocacy
consideration
influence
conversion
support
participation
loyalty
• Creating Brand awareness • Building strong Brand passion
@stephenjatdell ∞ 11/20/13 ● Dubai
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Association
awareness
association
advocacy
consideration
influence
conversion
support
participation
loyalty
@stephenjatdell ∞ 11/20/13 ● Dubai
“Social media isn’t the end-all-be-all, but it offers marketers unparalleled opportunity to participate in relevant ways.”
Matt Dickman
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Advocacy – Customer Advisory Panel
awareness
association
advocacy
consideration
influence
conversion
support
participation
loyalty
• Reach out to influential Social engagers • 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 ∞ 11/20/13 ● Dubai
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Consideration – Viral content
awareness
association
advocacy
consideration
influence
conversion
support
participation
loyalty
• YouTube began 2006 • Over 39 million views • 32 channels • 86,000 subscribers
@stephenjatdell ∞ 11/20/13 ● Dubai
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Influence – Voice of the Customer
awareness
association
advocacy
consideration
influence
conversion
support
participation
loyalty
@stephenjatdell ∞ 11/20/13 ● Dubai
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Conversion – Social offers
awareness
association
advocacy
consideration
influence
conversion
support
participation
loyalty
@stephenjatdell ∞ 11/20/13 ● Dubai
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Support – @DellCares
awareness
association
advocacy
consideration
influence
conversion
support
participation
loyalty
• Regional teams provide localised service • Over 3,000+ engagements a week • 11 languages • 98% resolution rate • Positive impact to customer satisfaction:
• 45% conversion rate
@stephenjatdell ∞ 11/20/13 ● Dubai
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Participation - Crowdsourcing
awareness
association
advocacy
consideration
influence
conversion
support
participation
loyalty
• Introduced in 2007 • Over 18,000 ideas submitted • Over ¾ of a million votes • 97,000 comments • +520 ideas implemented
@stephenjatdell ∞ 11/20/13 ● Dubai
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Loyalty - Influential testimonials
awareness
association
advocacy
consideration
influence
conversion
support
participation
loyalty
@stephenjatdell ∞ 11/20/13 ● Dubai
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Customer
awareness
association
advocacy
consideration
influence conversion
support
participation
loyalty
Social Engagement builds Customer relationships
@stephenjatdell ∞ 11/20/13 ● Dubai
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Thank you @stephenjatdell
ALIENWARE AURORA
@stephenjatdell ∞ 11/20/13 ● Dubai