Global Marketing

Unleashing the Power of Employee Advocates

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Amy Heiss, Dell Social Training & Activation Global Lead

Twitter: @AmyHatDell

Global Marketing

Employee Landscape is Changing

Employee attitudes can

affect customer satisfaction up to 80%

(National Business Research Institute,

2012)

69% of US employees are

actively disengaged (Gallup, 2012)

Only 37% of employees

understand their company’s

vision (Stephen Covey, The

8th Habit)

More employees are remote –

50% of jobs are compatible with part-time work

from home (Global Workplace

Analytics, 2012)

@AmyHatDell #ANAMarketing

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…recognize social media as a key tool for interacting with customers externally

CEOs Are Catching On…

#1 CEOs predict social

media will replace

websites & call centers

as the #1 tool for customer

interaction (IBM Study)

77% Of buyers are more likely to buy from a company if the CEO uses social media (Top Rank)

53% of B2B buyers follow social

discussions about vendors they are

considering

(Top Rank)

90% Inc. 500 companies use

a major social media platform & 62% say

social media is “somewhat” or “very”

necessary to their growth

(Heidi Cohen)

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Social media will make your Employees better at their jobs

Harvard Business Review weighs in

• The most expensive employees spend:

– 28% of their time reading/replying to emails

– 19% of their time tracking down information

– 14% of their time collaborating with co-workers

• Social media could represent a 20-25% increase in efficiency in these activities

• “Dig out the dark matter”

– High-value knowledge is hidden in oral traditions or buried on hard drives

• Source

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Becoming a Social Business

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Defining Roles for Your Employees

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Social Media & Community University

Principles

Policy

Governance

Training & tools

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Empower team members through certification

Confidential 8

(3) Mandatory Classes (1) Platform of choice

“Consider Dell, which has two types of defined training models: a guideline-focused course for everyone and a series of in-depth courses that are required for anyone representing the company in social media…”

“Best in class training”

11,000 SMaC Certified; 30, 000

unique class attendees

Nominated for 2011 Constellation SuperNova Award for Social Business

“recognizes teams for their courage in battling the odds to effect change in their organization”

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Social SME Program

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Social SME Program

WHAT’S IN IT FOR DELL Through active participation, Social SMEs can help drive significant impact for Dell including: • Strengthening our customer and influencer relationships • Increasing share of voice around key topics • Boosting the rankings of Dell content in search engine results • Driving Dell.com clicks and online revenue

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Social SME Program--Leaderboard

*Note—sample data was used for this chart

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Social SME Individual Scorecard

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Social SME Individual Scorecard

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#SocialExec Program

• White Glove Experience • Personal Presence Audit • LinkedIn Profile Coaching • Content Curation • Industry Peer List • Blog Recommendations • Influencer List • Social integration in organization • Social integration at events

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#SocialExec Personal Presence Audit

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Meet a #SocialExec

Twitter: @JStathamAtDell

In her 1st Month After Coaching: • Increased Klout Score by 20 points • Doubled Twitter followers

• Excellent engagement including mentions, RTs, favorites, and replies to posts

• LinkedIn • Connected with 200 more people • Increased content sharing • Generated 179 profile views

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Social Media Activation

Confidential 18

Programs

Professional Certification

Executive Training

Certification

Skill Enhancing

Best Practice Sharing

Tool Training

Types of Training

Subject Matter Expert

Social Profile Improvements

Blog writing workshops

Influencer Relations

Listening Tools

EveryoneSocial Tool

Community Management

Speakers Series

Case Studies

Power Hours

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Incorporate into Manager Framework

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Create a Social Culture

Confidential 20

Encourage participation by providing special employee events for social media advocates • Guest speakers • UnConferences • Love notes

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Key Performance Indicators (KPIs) January’14 February’14 MoM Trend

Social Media Audience (Aggregate of members from all the properties since inception)

1.64M 1.68M 2.8%

New members - Social Media (Aggregate of new members from all the properties)

50.1K 49.5K 1.2%

Reach (Avg. Reach from FB & TW)

1.65M 5.40M 229%

Engagement (Total actions on all social properties)

78.6K 101.8K 30%

Engagement rate (Avg. Engagement Rate on all social properties)

3.68% 3.91% 6.4%

Traffic to Dell.com (Total visits on Dell.com from Social media)

12.4K 21.4K 73%

Attributable Social Media Revenue (Total revenue generated on Dell.com from Social media)

$465K $485K 4.2%

Measure Success

*Scorecard for North America Marketing activity

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How will you activate your employees?

3 Primary Opportunities for Social Media Internally

Improve collaboration & communication Connect real-world employee

networks online via social communities to reduce time spent searching for info and

replying to emails

Build advocacy & word of mouth

Empower employees to amplify company messages and

highlight team wins across their personal social media networks

Drive credibility & influencer

relations Establish internal experts

externally as active thought leaders around key company

topics

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What Do Employee Advocates Do For Your Business?