adam brown, head of interactive marketing, dell at social media influence

Winning in the Social Media Space

Getting Executive Buy-In for Social Media Projects

Global Marketing

But there are similarities…

•Passion for the business

•Data/analytics driven

•Lots of chatter/buzz

•Support of the function

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Global Marketing

• Social works for B2B, B2C• Everyone has a story• Play to your audience• Support of the function7 Confidential

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Storytelling is critical in social media, but likely won’t cut it in the boardroom…

Global Marketing

Let’s talk about four things first…

• There are four steps to social media outreach

• Traditional campaign mindsets don’t work

• Fish where the fish are

• Success revolves around genuine, compelling content

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Global Marketing

Then let’s talk about…

• Small wins lead to big wins

• Use relevant references

• Show it live, make it real, make it actionable

• Is this marketing, public relations or both?

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Global Marketing

But first, some stats…

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Global Marketing

Stats to get us in the mood…

• Mobile web bigger than desktop web by 2015

• UK April 2010 vs. April 2007:65% more time online

• UK Activity: Social 11.88% Search 11.33%

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- Morgan Stanley 5/2010

- Nielsen/UKOM 5/2010

- Hitwise 6/2010

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More stats…

• 79% say they rarely click on display ad

• 25% of search results for top 20 brands - UGC

• Social media usesurpassed email use

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- Pew Internet 1/2010

- Socialnomics 5/2010

- Morgan Stanley/Mary Meeker 6/2010

Global Marketing

But what does this tell us?

• Focus on the brand in the hand

• Traditional online effectiveness isn’t there

• We must get our stories in the social stream

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*

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Authenticity.

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Dialogue.

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Moses Method doesn’t work for social media.

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How did we get here?

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Thru the eyes of our audience…

Our home page isnot dell.com, it isgoogle.com.

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coca-cola confidential & proprietary

Fast-forward to today…

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Global Marketing

Thru the eyes of our audience…

Our home page is not dell.com, it is google.com.

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Global Marketing

Thru the eyes of our audience…

Our home page is not dell.com, it is google.com& youtube.com & twitter.com & qq.com & renren.com & facebook.com & linkedin.com…

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7,000 to 10,000 conversations a day mention Dell

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But how do you manage and leverage these online conversations?

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Global Marketing

Four steps to social media outreach

•Review what is being said

•Respond appropriately

•Record compelling video

•Redirect your traffic

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Global Marketing

REVIEW

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RESPOND

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RECORD

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REDIRECT

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REVIEW RESPOND

RECORD REDIRECT

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Winning at Social Media

• It’s all about the 4Rs

•Every day is a campaign…

•Fish where the fish are

•Be a storyteller

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Traditional concepts no longer work…

Short-term thinking yields short results…

Campaigns based on earning sustainable relationships leverage the existing audience and grow it for future use.

traditional campaignscampaigns based on

earning sustainable relationships

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fan

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fan

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time

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Fish where the fish are…

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Be a storyteller

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How do we get executive buy-in?

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How do we get executive buy-in?

• Small wins lead to big wins

• Use relevant references

• Show it live, make it real, make it actionable

• Is this marketing, public relations or both?

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Global Marketing

How do we measure success/ROI?

•Attributable sales• Net Promoter Score

• Brand Value

• Sentiment

• Cost Avoidance

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Global Marketing

How do we measure success/ROI?

• Attributable sales

• Net Promoter Score

• Brand Value

• Sentiment

•Cost Avoidance

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Global Marketing

In conclusion…

• Experiment

• Be a storyteller

• Be a data junkie

• Fish where the fish are

• Build upon your success

• Listen & learn

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Thank you.

• Adam Brown, Director Interactive Marketing Communications, Dell

• twitter: @adamcb