Dell and Social Media By Claire Ramage

Europe Corporate Communications Manager & Volunteer PR/Communication strategist for Dell Giving

By Jenn Friday Jones

Strategic Giving Manager Europe, Middle East and Africa

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Agenda for Today

• Why Social Media

• Dell History

• What Dell has done inside and outside the business to build relationships

• Social media for Dell Giving: Charity relationships

• Social media in action: Social Innovation Competition

• How we measure success?

• What could you do?

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Social Media Revolution

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Business Value of Social Media

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2008

March 2006 Community Outreach Team Formed Team begins by just listening and monitoring conversations to see what’s being said. The tech support experts are hand-selected for their tech problem-solving expertise and superior interpersonal skills.

August 2006 Blog Outreach Expands Beyond Tech Support Engagement with anyone who commented about the company. Business model and other issues considered.

December 2006 Ratings and Reviews on Dell.com

2007 July 2006 Direct2Dell Launched Today Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese.

February 2006 Michael Dell Asks 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.

2006 February 2007 IdeaStorm Launched A voting based site allowing customers and others to submit ideas for Dell.

June 2007 Dell joins Twitter Why don’t we reach out and help bloggers with tech support issues?

Dell Launches EmployeeStorm Internal Blogs Launched for Employees.

October 2007 Michael Dell quote in Business Week Jeff 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 2007 DellShares Launched The first investor relations blog by a public company.

January 2008 Dell Aligns Organization

for Success

February 2008 Twitter Expanded Start experimenting with Twitter for business– another venue to help customers, but also thanking Dell customers. Outreach leads to some Twitters asking for help on purchases.

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

May 2008 Dell Outlet Achieves $0.5M in Sales via Twitter Community team active on Twitter

Small Business blog launched

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

June 2008 Channel Blog Launched

2009

2010 January 2009 Dell Organizes in to 4 customer focused

business units

Spring 2009 Some Members of Community and Conversations deployed within each

of the new Dell Business units

June 2009 $2M+ Sales via Twitter Dell outlet on Twitter surpasses $2 million in sales with another $1 million dollars in sales at dell.com

2009 Dell TechCenter A Collaborative Community for Datacenter pros grows by 400%

June 2009 Global Twitter Revenues of $6.5 M Community across the social web =3.5 million direct customer connections

December 2009 Huffington Post Blog Dell’s VP of Social Media and Community, Manish Mehta, begins blogging at Huffington Post

March 2010 China Micro-Blogging

Dell’s Social Media Experience:

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Listening to Be A Better Business, Across the Business

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Connecting Around the Web

www.dell.com

www.dell.com/conversations

www.direct2dell.com

www.dell.com/twitter

http://www.slideshare.net/dell_inc

http://www.youtube.com/user/DellVlog

http://www.flickr.com/photos/dellphotos/

http://www.facebook.com/dell

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Dell’s Internal Social Media

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Empowering Employees: Social Media & Community

University

Principles

Policy

Governance

Training & tools

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Social media -- Internal

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Dell Giving Transformation to Social Media

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Volunteer Opportunity

Tool

3 Brands Employee

Giving Match Tool

Tracking Tool Disaster Relief Tool

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Give Time

Getting involved with social media community

Give Money

Supporting opportunities by making a financial contribution

Get Recognized

Track your involvement & receive recognition

Become a Champion

Drive involvement year-round & align to BU

strategy

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Dell Team Members and Social Media for Giving and Volunteering • Built a strong team of

champions – 400+ team members who were our viral leaders

• Led group challenges - $1 for every new group member

• Utilized the tools messaging features with powerful subject lines – Give 10 hours and get $150 for FREE

• Created a Global Volunteer Recognition Program that was inclusive of all – remote based and outside of the US

• Led weekly calls to train team members on the community

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Measurements

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Communication from the community

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Measuring our Success for Internal Social Media

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45,000+ team members with profiles

865 groups created

6,883 connected NPO’s

8,516 volunteer events logged FY12

418,000+ hours logged

Higher participation rate in Asia Pacific Japan and Latin America than any other region

Community members with profiles in 70 different countries

Gave $1.5M USD through volunteer recognition program

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Social Media and Dell’s Strategic Giving Programs

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Join the Conversation on all GOOD things Dell is doing

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• Twitter @dell4good • Chatter @Dell4Good • Direct2Dell blog @Tech4Good (every Tuesday)

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Dell Social Innovation Challenge • The competition garnered 12.5 million

Twitter impressions

• 1154 positive-sentiment tweets in the month leading up to the final event via #DSIC11.

• View a complete play-by-play here at Storify: bit.ly/iUzXuZ

• In addition to Claire Ortiz, Corporate Social Innovation & Philanthropy at Twitter, we invited 2 influential bloggers:

– Victor d’Allant: Entrepreneur, head of SocialEdge voice of @socialedge (375k followers)

– Amy Neumann: blogger for Huffington Post, and is also frequently noted as one of the top tweeters “for good” (35k followers). http://amyneumann.com

• Flickr pictures

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• Direct2Dell: – And the semi-finalists of the Dell Social

Innovation Competition are… by Suzi Sosa – What it takes to win the Dell Social

Innovation Competition by Deb Bauer

– Tune in today: Reveal of the 2011 winner of the Dell Social Innovation Competition

– Taka Taka Solutions Wins 2011 Dell Social Innovation Competition by Karen Quintos

• Dell YouBooth: Malo traders

http://www.youtube.com/watch?v=uaZovPz4GVM&feature=relmfu

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Dell Youth Learning

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• Engaged Charity Program Managers in Social Media both internal and external to create web of communication

• Messages are sent to Regional Managers to tweet, chatter or Fbook

• Set aside times to do social media

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Social Media and You

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Social Media is part of my job

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Your Social Media Plan…

• Plan: What do you want to achieve? –Be realistic – what resources do you have

• Implement: –How do you mobilise –How do you govern(realistically)

• Review: –How do you monitor and measure –What is your contingency plan

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Steps to begin your Social Media Journey

• Develop a Social Media certification program for your nominated team • Develop a set of principles

› Protect Information › Be transparent and disclose associations › Follow the law, follow the code › Be responsible › Be nice, have fun and connect

• Develop Strategic Steps

› Identify your business objectives › Identify your target audience › Identify your engagement strategy › Commitment to time, resource and money › Identify your success measurements

• Act - Set aside certain times to do social media (travel, lunch, breaks, etc

• Review – check what’s happening out there!

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Thank you for listening

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Q & A