social media in organizations -limerick chamber of commerce - business week

Social Media Integration within the Organisation Business Breakfast – Limerick Chamber – 01/10/13 Stephen Jio - Dell

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Social Media: enables communication and collaboration internally and externally

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The Challenge

About Dell

• 100,000+ team members globally • Offices on six continents • Dell.com in 160 countries • 5.4 million customer interactions per day • Providing solutions to Consumers, Commercial, Governments, Education,

Medicine…

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Social Media

2013

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“Social Media is about sociology and psychology more than technology.” –

Brain Solis Principal of Altimeter Group

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Product R&D

Communications

Customer Service

Marketing

Employees SMaaS

A business can be like a puzzle.

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Product R&D

Communications External

Customer Service

Marketing

Employee SMaaS

Not all pieces interconnect.

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Product R&D

Communications External

Customer Service

Marketing

Employee

SMaaS

Social Media

Social Media: connects the business.

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Product R&D

Communications External

Customer Service

Marketing

Employee

SMaaS

Social Media

Social Media: facilitates the conversation.

“…equally important to use social media internally to facilitate communication between departments,

overcome geography, and ultimately to maximize

productivity..” – Steve Nicholls, author

Internal Social Media - Chatter

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• Accessible for all 100,000+ staff

• Over 2,000 subject matter groups

• Project management with work flow

• Share files and lock view only

• Multi- platform (tablet, smartphone)

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61% find it easier to Collaborate

60% find that internal social media demonstrates

Innovation

58% find a company that deploys internal social media

is one to Trust

Employee Social Media network

1 Source: APCO Worldwide and Gagen MacDonald, Survey on the State of the U.S. Workplace as Viewed by America’s Workforce, October 2011.

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Dell and Volunteering

• More than half of Dell team members globally participate in community service projects

• Dell global team members volunteered more than 700,000 hours in their communities last year.

• Participation in community service activities with more than 15,000 charities in 60 countries.

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Dell Social Innovation Challenge

With more than $350,000 in Prizes and Awards, the Dell Social Innovation Challenge identifies and supports promising young social innovators who dedicate themselves to solving the world's most pressing problems with their transformative ideas

• In 2012 over 250,000 student from 105 countries

created profiles in DSIC • 1,570 innovations were submitted • 400 formal business plans were submitted • Crowdsource voting in preliminary rounds

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Generating excitement

Dell Vlog YouTube channel • Dell Ultrabook Challenge had

over a million views in first 48 hours

• Over 13 millions views on Vlog • In addition to products

• Quarterly results • Community service • Customer Stories

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Crowdsourcing

IdeaStorm: tapping into the collective intelligence of the community • Introduced in 2007 • Over 18,000 ideas submitted • Over ¾ of a million votes • 97,000 comments • +520 ideas implemented

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1 to many support

DellCares: support outreach • Regional teams provide localised service • Over 3,000+ engagements a week • 11 languages • Proactive and reactive • Positive impact to customer satisfaction:

• 45% conversion rate

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A recent Red Cross survey reveals: • Online news is the 3rd most popular source of information during an

emergency • A quarter of the general public would use Social Media to let loved

ones know they are safe

American Red Cross and Dell

Specifically, the Digital Operations Centre helps the Red Cross: • Source additional information from affected areas during

emergencies to better serve those who need help; • Spot trends and better anticipate the public’s needs; and • Connect people with the resources they need, like food,

water, shelter or even emotional support.

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“One of the greatest challenges companies face in adjusting to the impact of social media, is knowing where to start.”

Simon Mainwaring

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Create a complete strategy that aligns with your Brand.

• Define objectives, audience, strategy, and policy • Train Staff for self- empowerment

• Listen to the Community • Engage and Act consistent with your brand

• Quantify results, tie back in to your objectives

@stephenjatdell

BUILD

EXECUTE

Social Media: Build, Execute & Measure

MEASURE

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Policy

• Create a policy for Social Media that includes: – Transparency – Accountability – Procedures and Training – Protection of Confidential Information – Reporting and Investigation – Discipline – And above all honesty

• Also need to ensure that you have a governance process to support the policy

Social Media Policy

HR (aligned) Brand (values)

PR (input) SMT (sponsor)

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• Training is essential • Clearly sets out the principles of

listening and engaging • Puts processes in place to execute

• Principles • Policy • Governance

• Allows for ALL employees to participate • Minimises risk and exposure for a

company • Also for agencies and contract workers

Training

http://www.dell.com/socialmedia

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Listening

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"We used Twitter as a way to thank volunteers and people who donated to our cause. Anytime we can engage with people who touch us, we do.”

Rev. Jeff Putthoff, Executive Director, Hopeworks ‘N Camden

Engaging

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“Number of Fans and Followers is NOT a

Business Metric – What You Do With Them Is.”

– Jeremiah Owyang

Measure

"Engaging in honest, direct conversations with customers and stakeholders is a part of who we are, who we've always been."

- Michael Dell

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Thank you @stephenjatdell

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