What Do I Tweet About? Make Your Employees Worth Following

Liz Brown Bullock, Director of Social Media & Community, Dell

@lizbbullock

Liz Brown Bullock

Director Social Media & Community, Dell

@lizbbullock

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Business is socializing with purpose

Graphic thanks to Gapingvoid.com Hugh MacLeod

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August 2006Blog outreach expands beyond tech Support

August 2006Blog outreach expands beyond tech support

December 2006Ratings and reviews on Dell.com

July 2006Direct2Dell launchedToday Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese.

February 2006Michael Dell AsksWhy don’t we reach out and help bloggers with tech support issues?

January 2007StudioDell launchedDell’s video and podcast site, with helpful tips and tricks. Eventually expanding this into the YouTube channel making sharing easier.

February 2007IdeaStorm LaunchedA voting based site allowing customers and others to submit ideas for Dell.

June 2007Dell joins Twitter

Dell launchesEmployeeStormInternal Blogs Launched for Employees.

October 2007Michael Dell quote in Business WeekJeff Jarvis story quote, “These conversations are going to occur whether you like it or not. Do you want to be part of that or not? My argument is you absolutely do. You can learn from them. You can improve your reaction time. And you can be a better company by listening and being involved in that conversation.”

November 2007DellShares launchedThe first investor relations blog by a public company.

January 2008Dell aligns organization

for success

February 2008Twitter expanded

March 2008Accepted Solutions launched on Community Dell France begins Online Community Outreach

May 2008Dell Outlet achieves $0.5M in sales via TwitterCommunity team active on Twitter

Small Business blog launched

April 2008Inside IT launchedBlog focused on business customers, and Cloud Computing.

June 2008Channel blog launched

January 2009Dell Organizes in to4 customer focused business units

Spring 2009Some Members of Community and Conversations deployed within each of the new Dell Business units

June 2009$2M+ Salesvia Twitter

2009Dell TechCenter

June 2009Global Twitter revenues of $6.5 M

December 2009Huffington Post Blog

China Micro-Blogging

2006 2007 2008 2009 2010 2011

October 20101Altimeter recognizes Dell with

“Open Leadership Award for Innovation and Execution on

Listening

June 2010

Dell launches B2B pagesFacebook

April 2011 Dell named #1 most social brands in ranking of 100 top

Dell Social Media and Community University launched/5,000 teammembers trained byend of year(Aug.)

March 2010 Launch @DellCares; today 24/7 11 languages

Dec 2010 launched

Social Media Listening

Command Center

Five year journey of embedding social to be a better business

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A tool to be leveraged across the fabric of the company: different functions, uses and values

Product Development

• Feedback Loop• Early Warning• New Product Ideation

Marketing

• Demand Forecast• Lead Generation• Message Reach

Online Presence

• Ratings & Reviews• Communities• Customer Stories

Sales

• Collaboration• Thought Leadership• Blogs

Customer Service

• Listening• Support Widgets• Outreach

Communication

• Rich Media• Brand Reputation• Influence• Reputation

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How companies organize for social media:

• Holistic: Everyone is in customer service and support and any employee who wants to be social is enabled

• Best Buy’s Twelpforce is an example

Source: Survey of 140 Corporate Social Strategists, Altimeter Group, November 2010

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Empowering employees: Social Media & Community University

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Policy

Principles

Governance

Training & tools

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Make your employees worth following…

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Your social strategy needs as much forethought as any other business process

1. Planning

2. Listening

3. Engaging

4. Measuring

Idea 1: Write up a plan According to CRM industryanalyst, Brent Leary:

“Strategic users are almost 3xs more likely to executeactivities for engaging prospectsthan informal users (53% vs. 19%)”

Source: Brent Leary’s Strategically Social: 5 Keys to Becoming a Social Business

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Questions to Ask in the Planning Stage:

• What are the organizations’ goals?• What is the business plan?• What is the current relationship with our customers?• What is the relationship we want with our customers?

How does social media support these goals?

Idea 2: Tie social media to your business and customer objectives

I think it starts with understanding what the organization’s goals are…part of the problem is that too many people want to jump into a Facebook “strategy” or a Twitter “strategy” – Shel Holtz

Source: Shel Holtz: http://labs.openviewpartners.com/shel-holtz-talks-content-and-social-strategies/

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Remind yourself of the plan:

• Idea 3: Write down your plan. Stick on your wall for daily reminders.

Source: http://www.socialmediaexplorer.com/social-media-marketing/sharing-is-the-cornerstone-of-social-media-success/

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Embedding social to Dell’s purpose:

• Deepening our customer relationships and helping our customers thrive

• Dell encourages thoughtful and customer focused interactions at every touch point

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Questions to Ask in the Listening Stage

Idea 4: Identify and target your community

• Use Twitter’s search function & other tools to find keywords in hashtags, handles and bios relevant to topic, company and event

– What are people saying about your brand?– What are the popular topics about your brand?– Who are the advocates, detractors and influencers in your industry?– Where are the conversations happening?

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Listen, Learn, Engage & Act

Dell’s Social Media Listening Command Center25,000 posts a day

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Listening to conversations: free tools

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Twitter.com/Search Google.com/Alerts Socialmention.com

Idea 5: Sign up for Listening tools if you haven’t already…

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Standard conversation values for engagement:

• Authentic• Personal• Transparent• Inclusive• Honest• Conversational• Educational

It’s not just about being outthere and participating, it’s about being authentic andbringing value

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Content rules – 80/20

• People more likely to do business with a friend

• You need to make friends to influence people

• Follow 80/20 rule: 80% to support others and 20% self promotion

• Being real on social media makes 80% target easy to reach

• When you share a great article or blog post, use their twitter name

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Identifying good content to share:

• Idea 6: Follow @GuyKawasaki (twitter)

– What publications do you already read?› Follow their Twitter account

– Follow customers, partners and your industry thought leaders

– Follow industry experts and thought leaders in social media

– Stay up to date with industry blogs on Google.com/reader

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Online curated sites for relevant content:

Idea 7: Vary your content and keep target audience in mind

Lionel Menchaca’s, Dell’s Chief Blogger, recommendation: techmeme

Guy Kawasaki recommendations:Smartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)

My recommendation:LinkedIn Today@LinkedInToday (twitter)

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Schedule posts via BufferApp.com

• Idea 8: Avoid pushing the same content to all your platforms

• Buffer: Available for Twitter, Facebook & LinkedIn

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Increasing fans and followers:

• Idea 9: Adopt a relationship mindset. Just as you do with your friends, engage fans and followers in meaningful ways

– Keep asking questions

– Create virtual projects› Brainstorming for a campaign or raising $$ for disaster relief

– Celebrate follower activities & achievements

– Add value› Give sneak peeks, exclusive content and special promotions

– Complete the circle› Tie off the communication: Thank them for reaching out and ask if

you can be of additional assistance

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Build stronger relationships by bridging social & in-person• Idea 10: Take advantage of in-person interaction to deepen

relationships

• Events are powerful opportunities to build relationships

• Recommended tools: Twitter & Slideshare

– Offer inside access by “live-tweeting” during the event & use hashtag– Join conversations to share your thoughts and opinions– Connect with influencers attending or covering the event– Post-event, share presentations on Slideshare

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Top Ten Ideas:

Idea 1: Write up a plan

Idea 2: Tie social media to your business and customer objectives

Idea 3: Write down your plan. Stick on your wall for daily reminders

Idea 4: Identify and target your community

Idea 5: Sign up for Listening tools if you haven’t already…

Idea 6: Follow @Guy Kawasaki (twitter) for content inspiration

Idea 7: Vary your content and keep target audience in mind

Idea 8: Avoid pushing the same content to all your platforms

Idea 9: Adopt a relationship mindset. Just as you do with your friends, engage fans and followers in meaningful ways

Idea 10: Take advantage of in-person interaction to deepen relationships

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When you rock, the world pays attention…

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Thank You

Q&A