Global Marketing
Social Media governance, tools and employee certification
Gøril Mathisen
Social Media Ground Control
@GorilatDell #SMWGovernance
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Power of social media
More than ever – a company’s brand is influenced by what consumers are saying about the brand
How companies market, sell to and support their customers is changing…
25% of search results for the world’s top 20 largest brands are links to user- generated content (Socialnomics, ’09)
80% of consumers research products online every week (2012 Consumer Views of Live Help Online, A Global Perspective, Oracle)
CEO’s predict social media will become #2 way to engage with customers, pushing past websites and call centers.. (IBM CEO Study 2012)
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Decision making is changing
• Approximately 72% of consumers trust online reviews as much as personal recommendations
• 52% say that positive online reviews make them more likely to use a local business
• 23% of US internet users under the age of 35, and 21% between the ages 35 and 49, would buy a brand because of a friend’s social endorsement
Graphics: GapingVoid Source: Altimeter 2012
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Trust in sources for company information is also changing…
Source: Edelman Trust Barometer, 2012
Global Marketing
January 2008 Dell aligns organization for success
August 2006 Blog outreach expanded beyond tech Support
December 2006 Ratings and reviews launched on Dell.com
July 2006 Direct2Dell launched Today Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese.
February 2006 Michael Dell asked Why don‖t we reach out and help bloggers with tech support issues?
January 2007 StudioDell launched Dell‖s video and podcast site, with helpful tips and tricks. Eventually expanding this into the YouTube channel making sharing easier.
February 2007 IdeaStorm launched A voting based site allowing customers and others to submit ideas for Dell.
June 2007 Dell joined Twitter
EmployeeStorm launched Internal Blogs Launched for Employees.
October 2007 Michael Dell quoted in Business Week In response to Jeff Jarvis question around whether companies want to be part of the online conversation: ”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 2007 DellShares launched The first investor relations blog by a public company.
March 2008 Accepted Solutions launched on Community Dell France begins Online Community Outreach
May 2008 Dell Outlet achieved $0.5M in sales via Twitter
April 2008 Inside IT launched Blog focused on business customers, and Cloud Computing.
June 2008 Channel blog launched
January 2009 Dell Organizes into four customer focused business units
2009
Spring 2009 Members of Community and Conversations deployed within each of the new Dell Business units
June 2009 $2M+ Sales via Twitter
2009 Dell TechCenter
June 2009 Global Twitter revenues of $6.5 M
December 2009 Huffington Post Blog
March 2010 Dell joins Sina Weibo in China
2006 2007 2008 2010
Social Media & Community University (SMaC U) launched
2011
Altimeter recognized Dell
with “Open Leadership Award for Innovation and
Execution”
5,000 team members trained by end of year
B2B pages on Facebook
Dell named the No. 1 most social brand
6 Awards for the Social Media Listening Command Center
June 2010 CAP Days launched In-person events for vocal online customers
December 2010 Social Media
Listening Command
Center launched
Over six years of social media experience
Global Marketing
Listen, Learn, Engage & Act
Dell’s Social Media Listening Command Center 25,000 posts a day
Global Marketing
How Social Media is embedded throughout Dell
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
Source: Survey of 140 Corporate Social Strategists, Altimeter Group, November 2010
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Training is critical for both risk mitigation & scaling engagement
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Are your employees prepared?
• Do your employees feel they can share exciting news about brand and company online?
• What does that sharing look like? • What if they receive a online question from a friend asking them
about a product from their company?
• How are they prepared to respond?
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Empowering employees: Social Media & Community University
Confidential
Policy
Principles
Governance
Training & tools
Global Marketing
Certification requirements:
Course levels: • 101: Principles
• 201: Dell’s Strategy
• 301: Dell’s Brand Guidelines
• 4XX: Platform Specific – Strategy &
Best Practices To date: +7,5K employees trained and certified to engage on behalf of Dell
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Create actionable content
Content Creator
Conversationalist
Listener
Advanced Videos, Blogs, Content
Intermediate Micro blogging, conversations
Basic Listen, take insights into business
Par
tic
ipat
ion
leve
ls
Low
Enables employees to engage based on various levels of participation High Proficiency Level Activity
Global Marketing
# 1: Ground training in strategy and vision for team’s role in social media # 2: Make certification a requirement # 3: Goal to have employees activated # 4: Determine the required information that employees MUST KNOW in order to be activated # 5: Mixed teaching style with lecture, dialogue, exercises and scenarios
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Our top ten SMaC University learning’s:
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# 6: Launch Training Ambassadors for global scale and regional relevance # 7: Launch with in-person to “be the social face” & address questions # 8: Evolve your training curriculum to include real time mistakes # 9:Myriad of tools to continue the conversation: SMaC U Chatter group, Videos, Adobe Connect # 10: Identify and reward the small courageous steps
Our top ten SMaC University learning’s: