empowering your virtual voice
TRANSCRIPT
Empowering Your Virtual Voice
Liz Brown Bullock Director Social Media amp Community Delllizbbullockwec2012
Global Marketing
Business is socializing with purpose
2 Confidential 9252012
Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing
August 2006Blog outreach expands beyond tech Support
August 2006Blog outreach expands beyond tech support
December 2006Ratings and reviews on Dellcom
July 2006Direct2Dell launchedToday Direct2Dell exists in English Spanish Norwegian Japanese and Chinese
February 2006Michael Dell AsksWhy donrsquot we reach out and help bloggers with tech support issues
January 2007StudioDell launchedDellrsquos 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 ldquoThese 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 conversationrdquo
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 $05M 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 $65 M
December 2009Huffington Post Blog
China Micro-Blogging
2006 2007 2008 2009 2010 2011
3 Confidential
October 20101Altimeter recognizes Dell with
ldquoOpen 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 launched5000 teammembers trained byend of year(Aug)
March 2010
Launch DellCares today 247 11 languages
Dec 2010 launched
Social Media Listening
Command Center
Five year journey of embedding social to be a better business
Global Marketing
How companies organize for social media
bull Holistic Everyone is in customer service and support and any employee who wants to be social is enabled
bull Dell amp Best Buyrsquos Twelpforce are examples
Confidential5 9252012
Source Survey of 140 Corporate Social Strategists Altimeter Group November 2010
Global Marketing
This discussion will coverhellip
How Social Media is changing our
landscape
Planning 10 tips to get you started amp keep you
going
Confidential7
Global Marketing
What is social media
bull Any tool or service that uses Internet to facilitate conversations
bull Words pictures video audio experiencesobservations opinions news and insights
bull Connections and collaborations between friends peers and influencers
bull The redistribution of influence
bull An opportunity and privilege
- Brian Solis ldquoEngagerdquo
Confidential8
Global Marketing
The Social Media Revolution
9
Video Thanks to Erik QualmanSource httpwwwyoutubecomwatchv=0eUeL3n7fDsampfeature=related
Global Marketing
Social Media is reinventing how business is done
Red Robin Gourmet Burgers
bull 460-restaurant chain used internal social network to launch new sandwichesbull Traditional 6 month process mailing spiral-bound books getting feedback etcbull Taught managers recipes fastest way to make them all via video amp online in
days
Companies are using social to
bull Build teams that solve problems fasterbull Share information among employees partners amp customersbull Bring customer ideas amp input in to the company
Confidential10 9252012
Global Marketing
Customers want to interact
bull 93 of Americans believe a company should have a social media presence
bull 85 believe a company should be active with customers in social media
bull 56 feel a stronger connection with companies they interact within in social media
Confidential11 9252012
Source Cone Research of 1000+ Americans September 2008
Global Marketing
Planning
12 Confidential 9252012
Global Marketing
Your social strategy needs as much forethought as any other business process
Confidential13 9252012
1 Planning
2 Listening
3 Engaging
4 Measuring
Tip 1 Write up a plan
According to CRM industryanalyst Brent Leary
ldquoStrategic users are almost 3xs more likely to executeactivities for engaging prospectsthan informal users (53 vs 19)rdquo
Source Brent Learyrsquos Strategically Social 5 Keys to Becoming a Social Business
Global Marketing
Questions to Ask in the Planning Stage
bull What are the organizationsrsquo goalsbull What is the business planbull What is the current relationship with our customersbull What is the relationship we want with our customers
How does social media support these goals
Tip 2 Tie social media to your business and customer objectives
Confidential14 9252012
I think it starts with understanding what the organizationrsquos goals arehellippart of the problem is that too many people want to jump into a Facebook ldquostrategyrdquo or a Twitter ldquostrategyrdquo ndash Shel Holtz
Source Shel Holtz httplabsopenviewpartnerscomshel-holtz-talks-content-and-social-strategies
Global Marketing
Embedding social to Dellrsquos purpose
Confidential15 9252012
bull Deepening our customer relationships and helping our customers thrive
bull Dell encourages thoughtful and customer focused interactions at every touch point
Global Marketing
Listening
16 Confidential
Global Marketing
Questions to Ask in the Listening Stage
Tip 3 Identify and target your community
bull Any social strategy first begins with listening to feed amp inform your strategic plan
bull Listening should be for conversations about the company product(s) category competitors and the industry
bull By listening you gain insights on what people are talking about amp how they talk about companies and products
ndash What are people saying about your brandndash What are the popular topics about your brandndash Who are the advocates detractors and influencers in your industryndash Where are the conversations happening
Confidential17 9252012
Global Marketing
Dellrsquos Social Media Listening Command Center25000 posts a day
Global Marketing
Listening report 2012 Egyptian Elections
19 Confidential
Global Marketing21
Listening to conversations Twitter search
Confidential
Global Marketing22
Listening to conversations GooglecomAlerts
Confidential
Global Marketing23
Listening to conversations Socialmentioncom
Confidential
GooglecomAlerts
Global Marketing
Fish where the fish arehellip
24 Confidential
Global Marketing
Where Broad use social media platforms
Confidential25
Global Marketing
Letrsquos start engaginghellip
26 Confidential 9252012
Global Marketing
Engagement pyramid
Confidential27 9252012
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential28 9252012
Global Marketing
Engagement Ideas to get startedhellip
Facebookbull Likebull Commentbull Post link to an article of interestbull Check inTwitterbull ReTweet relevant useful contentbull Reply promptly bull Twitter events with hashtagLinkedInbull Recommend a team memberbull Provide status updateBlogsbull Comment on relevant blogsSlidesharebull Upload most recent relevant presentationbull Tweet andor post on facebook that you uploaded presentation
Confidential29 9252012
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential30
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential31 9252012
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs on Googlecomreader
Confidential32 9252012
Global Marketing
Google Reader
Confidential33 9252012
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential34 9252012
Global Marketing
Schedule posts via BufferAppcom
bull Idea 7 Avoid pushing the same content to all your platforms
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential35
Global Marketing
Increase fans amp followers
36 Confidential 9252012
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential37 9252012
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential38
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential39 9252012
Global Marketing
Measuring
40 Confidential 9252012
Global Marketing41
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message
delivery sentiment recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
Top Ten Ideas
Idea 1 Write up a plan
Idea 2 Tie social media to your business and customer objectives
Idea 3 Identify and target your community
Idea 4 Sign up for free Listening tools if you havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (twitter) for content inspiration
Idea 6 Vary your content and keep target audience in mind
Idea 7 Avoid pushing the same content to all your platforms
Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
Idea 9 Take advantage of in-person interaction to deepen relationships
Idea 10 Select key performance indicators based on your objectives
Confidential42 9252012
Global Marketing
Make time for social media
43 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential44 9252012
Global Marketing45 Confidential 9252012
Thank You
QampA
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
wwwslidesharenetDellSMBdell-smb-socialmediatoolkit
The guide includesbull How to develop a social media strategy
bull Creating social media guidelines
bull Best practices and case studies
bull Choosing your social media channels
bull Measurement and influence
bull Tips from social media experts
bull Practical advice to get started
Available online
Global Marketing
Business is socializing with purpose
2 Confidential 9252012
Graphic thanks to Gapingvoidcom Hugh MacLeod
Global Marketing
August 2006Blog outreach expands beyond tech Support
August 2006Blog outreach expands beyond tech support
December 2006Ratings and reviews on Dellcom
July 2006Direct2Dell launchedToday Direct2Dell exists in English Spanish Norwegian Japanese and Chinese
February 2006Michael Dell AsksWhy donrsquot we reach out and help bloggers with tech support issues
January 2007StudioDell launchedDellrsquos 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 ldquoThese 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 conversationrdquo
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 $05M 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 $65 M
December 2009Huffington Post Blog
China Micro-Blogging
2006 2007 2008 2009 2010 2011
3 Confidential
October 20101Altimeter recognizes Dell with
ldquoOpen 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 launched5000 teammembers trained byend of year(Aug)
March 2010
Launch DellCares today 247 11 languages
Dec 2010 launched
Social Media Listening
Command Center
Five year journey of embedding social to be a better business
Global Marketing
How companies organize for social media
bull Holistic Everyone is in customer service and support and any employee who wants to be social is enabled
bull Dell amp Best Buyrsquos Twelpforce are examples
Confidential5 9252012
Source Survey of 140 Corporate Social Strategists Altimeter Group November 2010
Global Marketing
This discussion will coverhellip
How Social Media is changing our
landscape
Planning 10 tips to get you started amp keep you
going
Confidential7
Global Marketing
What is social media
bull Any tool or service that uses Internet to facilitate conversations
bull Words pictures video audio experiencesobservations opinions news and insights
bull Connections and collaborations between friends peers and influencers
bull The redistribution of influence
bull An opportunity and privilege
- Brian Solis ldquoEngagerdquo
Confidential8
Global Marketing
The Social Media Revolution
9
Video Thanks to Erik QualmanSource httpwwwyoutubecomwatchv=0eUeL3n7fDsampfeature=related
Global Marketing
Social Media is reinventing how business is done
Red Robin Gourmet Burgers
bull 460-restaurant chain used internal social network to launch new sandwichesbull Traditional 6 month process mailing spiral-bound books getting feedback etcbull Taught managers recipes fastest way to make them all via video amp online in
days
Companies are using social to
bull Build teams that solve problems fasterbull Share information among employees partners amp customersbull Bring customer ideas amp input in to the company
Confidential10 9252012
Global Marketing
Customers want to interact
bull 93 of Americans believe a company should have a social media presence
bull 85 believe a company should be active with customers in social media
bull 56 feel a stronger connection with companies they interact within in social media
Confidential11 9252012
Source Cone Research of 1000+ Americans September 2008
Global Marketing
Planning
12 Confidential 9252012
Global Marketing
Your social strategy needs as much forethought as any other business process
Confidential13 9252012
1 Planning
2 Listening
3 Engaging
4 Measuring
Tip 1 Write up a plan
According to CRM industryanalyst Brent Leary
ldquoStrategic users are almost 3xs more likely to executeactivities for engaging prospectsthan informal users (53 vs 19)rdquo
Source Brent Learyrsquos Strategically Social 5 Keys to Becoming a Social Business
Global Marketing
Questions to Ask in the Planning Stage
bull What are the organizationsrsquo goalsbull What is the business planbull What is the current relationship with our customersbull What is the relationship we want with our customers
How does social media support these goals
Tip 2 Tie social media to your business and customer objectives
Confidential14 9252012
I think it starts with understanding what the organizationrsquos goals arehellippart of the problem is that too many people want to jump into a Facebook ldquostrategyrdquo or a Twitter ldquostrategyrdquo ndash Shel Holtz
Source Shel Holtz httplabsopenviewpartnerscomshel-holtz-talks-content-and-social-strategies
Global Marketing
Embedding social to Dellrsquos purpose
Confidential15 9252012
bull Deepening our customer relationships and helping our customers thrive
bull Dell encourages thoughtful and customer focused interactions at every touch point
Global Marketing
Listening
16 Confidential
Global Marketing
Questions to Ask in the Listening Stage
Tip 3 Identify and target your community
bull Any social strategy first begins with listening to feed amp inform your strategic plan
bull Listening should be for conversations about the company product(s) category competitors and the industry
bull By listening you gain insights on what people are talking about amp how they talk about companies and products
ndash What are people saying about your brandndash What are the popular topics about your brandndash Who are the advocates detractors and influencers in your industryndash Where are the conversations happening
Confidential17 9252012
Global Marketing
Dellrsquos Social Media Listening Command Center25000 posts a day
Global Marketing
Listening report 2012 Egyptian Elections
19 Confidential
Global Marketing21
Listening to conversations Twitter search
Confidential
Global Marketing22
Listening to conversations GooglecomAlerts
Confidential
Global Marketing23
Listening to conversations Socialmentioncom
Confidential
GooglecomAlerts
Global Marketing
Fish where the fish arehellip
24 Confidential
Global Marketing
Where Broad use social media platforms
Confidential25
Global Marketing
Letrsquos start engaginghellip
26 Confidential 9252012
Global Marketing
Engagement pyramid
Confidential27 9252012
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential28 9252012
Global Marketing
Engagement Ideas to get startedhellip
Facebookbull Likebull Commentbull Post link to an article of interestbull Check inTwitterbull ReTweet relevant useful contentbull Reply promptly bull Twitter events with hashtagLinkedInbull Recommend a team memberbull Provide status updateBlogsbull Comment on relevant blogsSlidesharebull Upload most recent relevant presentationbull Tweet andor post on facebook that you uploaded presentation
Confidential29 9252012
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential30
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential31 9252012
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs on Googlecomreader
Confidential32 9252012
Global Marketing
Google Reader
Confidential33 9252012
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential34 9252012
Global Marketing
Schedule posts via BufferAppcom
bull Idea 7 Avoid pushing the same content to all your platforms
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential35
Global Marketing
Increase fans amp followers
36 Confidential 9252012
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential37 9252012
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential38
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential39 9252012
Global Marketing
Measuring
40 Confidential 9252012
Global Marketing41
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message
delivery sentiment recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
Top Ten Ideas
Idea 1 Write up a plan
Idea 2 Tie social media to your business and customer objectives
Idea 3 Identify and target your community
Idea 4 Sign up for free Listening tools if you havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (twitter) for content inspiration
Idea 6 Vary your content and keep target audience in mind
Idea 7 Avoid pushing the same content to all your platforms
Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
Idea 9 Take advantage of in-person interaction to deepen relationships
Idea 10 Select key performance indicators based on your objectives
Confidential42 9252012
Global Marketing
Make time for social media
43 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential44 9252012
Global Marketing45 Confidential 9252012
Thank You
QampA
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
wwwslidesharenetDellSMBdell-smb-socialmediatoolkit
The guide includesbull How to develop a social media strategy
bull Creating social media guidelines
bull Best practices and case studies
bull Choosing your social media channels
bull Measurement and influence
bull Tips from social media experts
bull Practical advice to get started
Available online
Global Marketing
August 2006Blog outreach expands beyond tech Support
August 2006Blog outreach expands beyond tech support
December 2006Ratings and reviews on Dellcom
July 2006Direct2Dell launchedToday Direct2Dell exists in English Spanish Norwegian Japanese and Chinese
February 2006Michael Dell AsksWhy donrsquot we reach out and help bloggers with tech support issues
January 2007StudioDell launchedDellrsquos 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 ldquoThese 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 conversationrdquo
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 $05M 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 $65 M
December 2009Huffington Post Blog
China Micro-Blogging
2006 2007 2008 2009 2010 2011
3 Confidential
October 20101Altimeter recognizes Dell with
ldquoOpen 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 launched5000 teammembers trained byend of year(Aug)
March 2010
Launch DellCares today 247 11 languages
Dec 2010 launched
Social Media Listening
Command Center
Five year journey of embedding social to be a better business
Global Marketing
How companies organize for social media
bull Holistic Everyone is in customer service and support and any employee who wants to be social is enabled
bull Dell amp Best Buyrsquos Twelpforce are examples
Confidential5 9252012
Source Survey of 140 Corporate Social Strategists Altimeter Group November 2010
Global Marketing
This discussion will coverhellip
How Social Media is changing our
landscape
Planning 10 tips to get you started amp keep you
going
Confidential7
Global Marketing
What is social media
bull Any tool or service that uses Internet to facilitate conversations
bull Words pictures video audio experiencesobservations opinions news and insights
bull Connections and collaborations between friends peers and influencers
bull The redistribution of influence
bull An opportunity and privilege
- Brian Solis ldquoEngagerdquo
Confidential8
Global Marketing
The Social Media Revolution
9
Video Thanks to Erik QualmanSource httpwwwyoutubecomwatchv=0eUeL3n7fDsampfeature=related
Global Marketing
Social Media is reinventing how business is done
Red Robin Gourmet Burgers
bull 460-restaurant chain used internal social network to launch new sandwichesbull Traditional 6 month process mailing spiral-bound books getting feedback etcbull Taught managers recipes fastest way to make them all via video amp online in
days
Companies are using social to
bull Build teams that solve problems fasterbull Share information among employees partners amp customersbull Bring customer ideas amp input in to the company
Confidential10 9252012
Global Marketing
Customers want to interact
bull 93 of Americans believe a company should have a social media presence
bull 85 believe a company should be active with customers in social media
bull 56 feel a stronger connection with companies they interact within in social media
Confidential11 9252012
Source Cone Research of 1000+ Americans September 2008
Global Marketing
Planning
12 Confidential 9252012
Global Marketing
Your social strategy needs as much forethought as any other business process
Confidential13 9252012
1 Planning
2 Listening
3 Engaging
4 Measuring
Tip 1 Write up a plan
According to CRM industryanalyst Brent Leary
ldquoStrategic users are almost 3xs more likely to executeactivities for engaging prospectsthan informal users (53 vs 19)rdquo
Source Brent Learyrsquos Strategically Social 5 Keys to Becoming a Social Business
Global Marketing
Questions to Ask in the Planning Stage
bull What are the organizationsrsquo goalsbull What is the business planbull What is the current relationship with our customersbull What is the relationship we want with our customers
How does social media support these goals
Tip 2 Tie social media to your business and customer objectives
Confidential14 9252012
I think it starts with understanding what the organizationrsquos goals arehellippart of the problem is that too many people want to jump into a Facebook ldquostrategyrdquo or a Twitter ldquostrategyrdquo ndash Shel Holtz
Source Shel Holtz httplabsopenviewpartnerscomshel-holtz-talks-content-and-social-strategies
Global Marketing
Embedding social to Dellrsquos purpose
Confidential15 9252012
bull Deepening our customer relationships and helping our customers thrive
bull Dell encourages thoughtful and customer focused interactions at every touch point
Global Marketing
Listening
16 Confidential
Global Marketing
Questions to Ask in the Listening Stage
Tip 3 Identify and target your community
bull Any social strategy first begins with listening to feed amp inform your strategic plan
bull Listening should be for conversations about the company product(s) category competitors and the industry
bull By listening you gain insights on what people are talking about amp how they talk about companies and products
ndash What are people saying about your brandndash What are the popular topics about your brandndash Who are the advocates detractors and influencers in your industryndash Where are the conversations happening
Confidential17 9252012
Global Marketing
Dellrsquos Social Media Listening Command Center25000 posts a day
Global Marketing
Listening report 2012 Egyptian Elections
19 Confidential
Global Marketing21
Listening to conversations Twitter search
Confidential
Global Marketing22
Listening to conversations GooglecomAlerts
Confidential
Global Marketing23
Listening to conversations Socialmentioncom
Confidential
GooglecomAlerts
Global Marketing
Fish where the fish arehellip
24 Confidential
Global Marketing
Where Broad use social media platforms
Confidential25
Global Marketing
Letrsquos start engaginghellip
26 Confidential 9252012
Global Marketing
Engagement pyramid
Confidential27 9252012
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential28 9252012
Global Marketing
Engagement Ideas to get startedhellip
Facebookbull Likebull Commentbull Post link to an article of interestbull Check inTwitterbull ReTweet relevant useful contentbull Reply promptly bull Twitter events with hashtagLinkedInbull Recommend a team memberbull Provide status updateBlogsbull Comment on relevant blogsSlidesharebull Upload most recent relevant presentationbull Tweet andor post on facebook that you uploaded presentation
Confidential29 9252012
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential30
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential31 9252012
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs on Googlecomreader
Confidential32 9252012
Global Marketing
Google Reader
Confidential33 9252012
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential34 9252012
Global Marketing
Schedule posts via BufferAppcom
bull Idea 7 Avoid pushing the same content to all your platforms
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential35
Global Marketing
Increase fans amp followers
36 Confidential 9252012
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential37 9252012
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential38
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential39 9252012
Global Marketing
Measuring
40 Confidential 9252012
Global Marketing41
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message
delivery sentiment recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
Top Ten Ideas
Idea 1 Write up a plan
Idea 2 Tie social media to your business and customer objectives
Idea 3 Identify and target your community
Idea 4 Sign up for free Listening tools if you havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (twitter) for content inspiration
Idea 6 Vary your content and keep target audience in mind
Idea 7 Avoid pushing the same content to all your platforms
Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
Idea 9 Take advantage of in-person interaction to deepen relationships
Idea 10 Select key performance indicators based on your objectives
Confidential42 9252012
Global Marketing
Make time for social media
43 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential44 9252012
Global Marketing45 Confidential 9252012
Thank You
QampA
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
wwwslidesharenetDellSMBdell-smb-socialmediatoolkit
The guide includesbull How to develop a social media strategy
bull Creating social media guidelines
bull Best practices and case studies
bull Choosing your social media channels
bull Measurement and influence
bull Tips from social media experts
bull Practical advice to get started
Available online
Global Marketing
How companies organize for social media
bull Holistic Everyone is in customer service and support and any employee who wants to be social is enabled
bull Dell amp Best Buyrsquos Twelpforce are examples
Confidential5 9252012
Source Survey of 140 Corporate Social Strategists Altimeter Group November 2010
Global Marketing
This discussion will coverhellip
How Social Media is changing our
landscape
Planning 10 tips to get you started amp keep you
going
Confidential7
Global Marketing
What is social media
bull Any tool or service that uses Internet to facilitate conversations
bull Words pictures video audio experiencesobservations opinions news and insights
bull Connections and collaborations between friends peers and influencers
bull The redistribution of influence
bull An opportunity and privilege
- Brian Solis ldquoEngagerdquo
Confidential8
Global Marketing
The Social Media Revolution
9
Video Thanks to Erik QualmanSource httpwwwyoutubecomwatchv=0eUeL3n7fDsampfeature=related
Global Marketing
Social Media is reinventing how business is done
Red Robin Gourmet Burgers
bull 460-restaurant chain used internal social network to launch new sandwichesbull Traditional 6 month process mailing spiral-bound books getting feedback etcbull Taught managers recipes fastest way to make them all via video amp online in
days
Companies are using social to
bull Build teams that solve problems fasterbull Share information among employees partners amp customersbull Bring customer ideas amp input in to the company
Confidential10 9252012
Global Marketing
Customers want to interact
bull 93 of Americans believe a company should have a social media presence
bull 85 believe a company should be active with customers in social media
bull 56 feel a stronger connection with companies they interact within in social media
Confidential11 9252012
Source Cone Research of 1000+ Americans September 2008
Global Marketing
Planning
12 Confidential 9252012
Global Marketing
Your social strategy needs as much forethought as any other business process
Confidential13 9252012
1 Planning
2 Listening
3 Engaging
4 Measuring
Tip 1 Write up a plan
According to CRM industryanalyst Brent Leary
ldquoStrategic users are almost 3xs more likely to executeactivities for engaging prospectsthan informal users (53 vs 19)rdquo
Source Brent Learyrsquos Strategically Social 5 Keys to Becoming a Social Business
Global Marketing
Questions to Ask in the Planning Stage
bull What are the organizationsrsquo goalsbull What is the business planbull What is the current relationship with our customersbull What is the relationship we want with our customers
How does social media support these goals
Tip 2 Tie social media to your business and customer objectives
Confidential14 9252012
I think it starts with understanding what the organizationrsquos goals arehellippart of the problem is that too many people want to jump into a Facebook ldquostrategyrdquo or a Twitter ldquostrategyrdquo ndash Shel Holtz
Source Shel Holtz httplabsopenviewpartnerscomshel-holtz-talks-content-and-social-strategies
Global Marketing
Embedding social to Dellrsquos purpose
Confidential15 9252012
bull Deepening our customer relationships and helping our customers thrive
bull Dell encourages thoughtful and customer focused interactions at every touch point
Global Marketing
Listening
16 Confidential
Global Marketing
Questions to Ask in the Listening Stage
Tip 3 Identify and target your community
bull Any social strategy first begins with listening to feed amp inform your strategic plan
bull Listening should be for conversations about the company product(s) category competitors and the industry
bull By listening you gain insights on what people are talking about amp how they talk about companies and products
ndash What are people saying about your brandndash What are the popular topics about your brandndash Who are the advocates detractors and influencers in your industryndash Where are the conversations happening
Confidential17 9252012
Global Marketing
Dellrsquos Social Media Listening Command Center25000 posts a day
Global Marketing
Listening report 2012 Egyptian Elections
19 Confidential
Global Marketing21
Listening to conversations Twitter search
Confidential
Global Marketing22
Listening to conversations GooglecomAlerts
Confidential
Global Marketing23
Listening to conversations Socialmentioncom
Confidential
GooglecomAlerts
Global Marketing
Fish where the fish arehellip
24 Confidential
Global Marketing
Where Broad use social media platforms
Confidential25
Global Marketing
Letrsquos start engaginghellip
26 Confidential 9252012
Global Marketing
Engagement pyramid
Confidential27 9252012
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential28 9252012
Global Marketing
Engagement Ideas to get startedhellip
Facebookbull Likebull Commentbull Post link to an article of interestbull Check inTwitterbull ReTweet relevant useful contentbull Reply promptly bull Twitter events with hashtagLinkedInbull Recommend a team memberbull Provide status updateBlogsbull Comment on relevant blogsSlidesharebull Upload most recent relevant presentationbull Tweet andor post on facebook that you uploaded presentation
Confidential29 9252012
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential30
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential31 9252012
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs on Googlecomreader
Confidential32 9252012
Global Marketing
Google Reader
Confidential33 9252012
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential34 9252012
Global Marketing
Schedule posts via BufferAppcom
bull Idea 7 Avoid pushing the same content to all your platforms
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential35
Global Marketing
Increase fans amp followers
36 Confidential 9252012
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential37 9252012
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential38
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential39 9252012
Global Marketing
Measuring
40 Confidential 9252012
Global Marketing41
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message
delivery sentiment recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
Top Ten Ideas
Idea 1 Write up a plan
Idea 2 Tie social media to your business and customer objectives
Idea 3 Identify and target your community
Idea 4 Sign up for free Listening tools if you havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (twitter) for content inspiration
Idea 6 Vary your content and keep target audience in mind
Idea 7 Avoid pushing the same content to all your platforms
Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
Idea 9 Take advantage of in-person interaction to deepen relationships
Idea 10 Select key performance indicators based on your objectives
Confidential42 9252012
Global Marketing
Make time for social media
43 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential44 9252012
Global Marketing45 Confidential 9252012
Thank You
QampA
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
wwwslidesharenetDellSMBdell-smb-socialmediatoolkit
The guide includesbull How to develop a social media strategy
bull Creating social media guidelines
bull Best practices and case studies
bull Choosing your social media channels
bull Measurement and influence
bull Tips from social media experts
bull Practical advice to get started
Available online
Global Marketing
This discussion will coverhellip
How Social Media is changing our
landscape
Planning 10 tips to get you started amp keep you
going
Confidential7
Global Marketing
What is social media
bull Any tool or service that uses Internet to facilitate conversations
bull Words pictures video audio experiencesobservations opinions news and insights
bull Connections and collaborations between friends peers and influencers
bull The redistribution of influence
bull An opportunity and privilege
- Brian Solis ldquoEngagerdquo
Confidential8
Global Marketing
The Social Media Revolution
9
Video Thanks to Erik QualmanSource httpwwwyoutubecomwatchv=0eUeL3n7fDsampfeature=related
Global Marketing
Social Media is reinventing how business is done
Red Robin Gourmet Burgers
bull 460-restaurant chain used internal social network to launch new sandwichesbull Traditional 6 month process mailing spiral-bound books getting feedback etcbull Taught managers recipes fastest way to make them all via video amp online in
days
Companies are using social to
bull Build teams that solve problems fasterbull Share information among employees partners amp customersbull Bring customer ideas amp input in to the company
Confidential10 9252012
Global Marketing
Customers want to interact
bull 93 of Americans believe a company should have a social media presence
bull 85 believe a company should be active with customers in social media
bull 56 feel a stronger connection with companies they interact within in social media
Confidential11 9252012
Source Cone Research of 1000+ Americans September 2008
Global Marketing
Planning
12 Confidential 9252012
Global Marketing
Your social strategy needs as much forethought as any other business process
Confidential13 9252012
1 Planning
2 Listening
3 Engaging
4 Measuring
Tip 1 Write up a plan
According to CRM industryanalyst Brent Leary
ldquoStrategic users are almost 3xs more likely to executeactivities for engaging prospectsthan informal users (53 vs 19)rdquo
Source Brent Learyrsquos Strategically Social 5 Keys to Becoming a Social Business
Global Marketing
Questions to Ask in the Planning Stage
bull What are the organizationsrsquo goalsbull What is the business planbull What is the current relationship with our customersbull What is the relationship we want with our customers
How does social media support these goals
Tip 2 Tie social media to your business and customer objectives
Confidential14 9252012
I think it starts with understanding what the organizationrsquos goals arehellippart of the problem is that too many people want to jump into a Facebook ldquostrategyrdquo or a Twitter ldquostrategyrdquo ndash Shel Holtz
Source Shel Holtz httplabsopenviewpartnerscomshel-holtz-talks-content-and-social-strategies
Global Marketing
Embedding social to Dellrsquos purpose
Confidential15 9252012
bull Deepening our customer relationships and helping our customers thrive
bull Dell encourages thoughtful and customer focused interactions at every touch point
Global Marketing
Listening
16 Confidential
Global Marketing
Questions to Ask in the Listening Stage
Tip 3 Identify and target your community
bull Any social strategy first begins with listening to feed amp inform your strategic plan
bull Listening should be for conversations about the company product(s) category competitors and the industry
bull By listening you gain insights on what people are talking about amp how they talk about companies and products
ndash What are people saying about your brandndash What are the popular topics about your brandndash Who are the advocates detractors and influencers in your industryndash Where are the conversations happening
Confidential17 9252012
Global Marketing
Dellrsquos Social Media Listening Command Center25000 posts a day
Global Marketing
Listening report 2012 Egyptian Elections
19 Confidential
Global Marketing21
Listening to conversations Twitter search
Confidential
Global Marketing22
Listening to conversations GooglecomAlerts
Confidential
Global Marketing23
Listening to conversations Socialmentioncom
Confidential
GooglecomAlerts
Global Marketing
Fish where the fish arehellip
24 Confidential
Global Marketing
Where Broad use social media platforms
Confidential25
Global Marketing
Letrsquos start engaginghellip
26 Confidential 9252012
Global Marketing
Engagement pyramid
Confidential27 9252012
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential28 9252012
Global Marketing
Engagement Ideas to get startedhellip
Facebookbull Likebull Commentbull Post link to an article of interestbull Check inTwitterbull ReTweet relevant useful contentbull Reply promptly bull Twitter events with hashtagLinkedInbull Recommend a team memberbull Provide status updateBlogsbull Comment on relevant blogsSlidesharebull Upload most recent relevant presentationbull Tweet andor post on facebook that you uploaded presentation
Confidential29 9252012
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential30
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential31 9252012
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs on Googlecomreader
Confidential32 9252012
Global Marketing
Google Reader
Confidential33 9252012
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential34 9252012
Global Marketing
Schedule posts via BufferAppcom
bull Idea 7 Avoid pushing the same content to all your platforms
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential35
Global Marketing
Increase fans amp followers
36 Confidential 9252012
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential37 9252012
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential38
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential39 9252012
Global Marketing
Measuring
40 Confidential 9252012
Global Marketing41
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message
delivery sentiment recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
Top Ten Ideas
Idea 1 Write up a plan
Idea 2 Tie social media to your business and customer objectives
Idea 3 Identify and target your community
Idea 4 Sign up for free Listening tools if you havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (twitter) for content inspiration
Idea 6 Vary your content and keep target audience in mind
Idea 7 Avoid pushing the same content to all your platforms
Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
Idea 9 Take advantage of in-person interaction to deepen relationships
Idea 10 Select key performance indicators based on your objectives
Confidential42 9252012
Global Marketing
Make time for social media
43 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential44 9252012
Global Marketing45 Confidential 9252012
Thank You
QampA
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
wwwslidesharenetDellSMBdell-smb-socialmediatoolkit
The guide includesbull How to develop a social media strategy
bull Creating social media guidelines
bull Best practices and case studies
bull Choosing your social media channels
bull Measurement and influence
bull Tips from social media experts
bull Practical advice to get started
Available online
Global Marketing
What is social media
bull Any tool or service that uses Internet to facilitate conversations
bull Words pictures video audio experiencesobservations opinions news and insights
bull Connections and collaborations between friends peers and influencers
bull The redistribution of influence
bull An opportunity and privilege
- Brian Solis ldquoEngagerdquo
Confidential8
Global Marketing
The Social Media Revolution
9
Video Thanks to Erik QualmanSource httpwwwyoutubecomwatchv=0eUeL3n7fDsampfeature=related
Global Marketing
Social Media is reinventing how business is done
Red Robin Gourmet Burgers
bull 460-restaurant chain used internal social network to launch new sandwichesbull Traditional 6 month process mailing spiral-bound books getting feedback etcbull Taught managers recipes fastest way to make them all via video amp online in
days
Companies are using social to
bull Build teams that solve problems fasterbull Share information among employees partners amp customersbull Bring customer ideas amp input in to the company
Confidential10 9252012
Global Marketing
Customers want to interact
bull 93 of Americans believe a company should have a social media presence
bull 85 believe a company should be active with customers in social media
bull 56 feel a stronger connection with companies they interact within in social media
Confidential11 9252012
Source Cone Research of 1000+ Americans September 2008
Global Marketing
Planning
12 Confidential 9252012
Global Marketing
Your social strategy needs as much forethought as any other business process
Confidential13 9252012
1 Planning
2 Listening
3 Engaging
4 Measuring
Tip 1 Write up a plan
According to CRM industryanalyst Brent Leary
ldquoStrategic users are almost 3xs more likely to executeactivities for engaging prospectsthan informal users (53 vs 19)rdquo
Source Brent Learyrsquos Strategically Social 5 Keys to Becoming a Social Business
Global Marketing
Questions to Ask in the Planning Stage
bull What are the organizationsrsquo goalsbull What is the business planbull What is the current relationship with our customersbull What is the relationship we want with our customers
How does social media support these goals
Tip 2 Tie social media to your business and customer objectives
Confidential14 9252012
I think it starts with understanding what the organizationrsquos goals arehellippart of the problem is that too many people want to jump into a Facebook ldquostrategyrdquo or a Twitter ldquostrategyrdquo ndash Shel Holtz
Source Shel Holtz httplabsopenviewpartnerscomshel-holtz-talks-content-and-social-strategies
Global Marketing
Embedding social to Dellrsquos purpose
Confidential15 9252012
bull Deepening our customer relationships and helping our customers thrive
bull Dell encourages thoughtful and customer focused interactions at every touch point
Global Marketing
Listening
16 Confidential
Global Marketing
Questions to Ask in the Listening Stage
Tip 3 Identify and target your community
bull Any social strategy first begins with listening to feed amp inform your strategic plan
bull Listening should be for conversations about the company product(s) category competitors and the industry
bull By listening you gain insights on what people are talking about amp how they talk about companies and products
ndash What are people saying about your brandndash What are the popular topics about your brandndash Who are the advocates detractors and influencers in your industryndash Where are the conversations happening
Confidential17 9252012
Global Marketing
Dellrsquos Social Media Listening Command Center25000 posts a day
Global Marketing
Listening report 2012 Egyptian Elections
19 Confidential
Global Marketing21
Listening to conversations Twitter search
Confidential
Global Marketing22
Listening to conversations GooglecomAlerts
Confidential
Global Marketing23
Listening to conversations Socialmentioncom
Confidential
GooglecomAlerts
Global Marketing
Fish where the fish arehellip
24 Confidential
Global Marketing
Where Broad use social media platforms
Confidential25
Global Marketing
Letrsquos start engaginghellip
26 Confidential 9252012
Global Marketing
Engagement pyramid
Confidential27 9252012
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential28 9252012
Global Marketing
Engagement Ideas to get startedhellip
Facebookbull Likebull Commentbull Post link to an article of interestbull Check inTwitterbull ReTweet relevant useful contentbull Reply promptly bull Twitter events with hashtagLinkedInbull Recommend a team memberbull Provide status updateBlogsbull Comment on relevant blogsSlidesharebull Upload most recent relevant presentationbull Tweet andor post on facebook that you uploaded presentation
Confidential29 9252012
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential30
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential31 9252012
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs on Googlecomreader
Confidential32 9252012
Global Marketing
Google Reader
Confidential33 9252012
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential34 9252012
Global Marketing
Schedule posts via BufferAppcom
bull Idea 7 Avoid pushing the same content to all your platforms
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential35
Global Marketing
Increase fans amp followers
36 Confidential 9252012
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential37 9252012
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential38
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential39 9252012
Global Marketing
Measuring
40 Confidential 9252012
Global Marketing41
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message
delivery sentiment recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
Top Ten Ideas
Idea 1 Write up a plan
Idea 2 Tie social media to your business and customer objectives
Idea 3 Identify and target your community
Idea 4 Sign up for free Listening tools if you havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (twitter) for content inspiration
Idea 6 Vary your content and keep target audience in mind
Idea 7 Avoid pushing the same content to all your platforms
Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
Idea 9 Take advantage of in-person interaction to deepen relationships
Idea 10 Select key performance indicators based on your objectives
Confidential42 9252012
Global Marketing
Make time for social media
43 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential44 9252012
Global Marketing45 Confidential 9252012
Thank You
QampA
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
wwwslidesharenetDellSMBdell-smb-socialmediatoolkit
The guide includesbull How to develop a social media strategy
bull Creating social media guidelines
bull Best practices and case studies
bull Choosing your social media channels
bull Measurement and influence
bull Tips from social media experts
bull Practical advice to get started
Available online
Global Marketing
The Social Media Revolution
9
Video Thanks to Erik QualmanSource httpwwwyoutubecomwatchv=0eUeL3n7fDsampfeature=related
Global Marketing
Social Media is reinventing how business is done
Red Robin Gourmet Burgers
bull 460-restaurant chain used internal social network to launch new sandwichesbull Traditional 6 month process mailing spiral-bound books getting feedback etcbull Taught managers recipes fastest way to make them all via video amp online in
days
Companies are using social to
bull Build teams that solve problems fasterbull Share information among employees partners amp customersbull Bring customer ideas amp input in to the company
Confidential10 9252012
Global Marketing
Customers want to interact
bull 93 of Americans believe a company should have a social media presence
bull 85 believe a company should be active with customers in social media
bull 56 feel a stronger connection with companies they interact within in social media
Confidential11 9252012
Source Cone Research of 1000+ Americans September 2008
Global Marketing
Planning
12 Confidential 9252012
Global Marketing
Your social strategy needs as much forethought as any other business process
Confidential13 9252012
1 Planning
2 Listening
3 Engaging
4 Measuring
Tip 1 Write up a plan
According to CRM industryanalyst Brent Leary
ldquoStrategic users are almost 3xs more likely to executeactivities for engaging prospectsthan informal users (53 vs 19)rdquo
Source Brent Learyrsquos Strategically Social 5 Keys to Becoming a Social Business
Global Marketing
Questions to Ask in the Planning Stage
bull What are the organizationsrsquo goalsbull What is the business planbull What is the current relationship with our customersbull What is the relationship we want with our customers
How does social media support these goals
Tip 2 Tie social media to your business and customer objectives
Confidential14 9252012
I think it starts with understanding what the organizationrsquos goals arehellippart of the problem is that too many people want to jump into a Facebook ldquostrategyrdquo or a Twitter ldquostrategyrdquo ndash Shel Holtz
Source Shel Holtz httplabsopenviewpartnerscomshel-holtz-talks-content-and-social-strategies
Global Marketing
Embedding social to Dellrsquos purpose
Confidential15 9252012
bull Deepening our customer relationships and helping our customers thrive
bull Dell encourages thoughtful and customer focused interactions at every touch point
Global Marketing
Listening
16 Confidential
Global Marketing
Questions to Ask in the Listening Stage
Tip 3 Identify and target your community
bull Any social strategy first begins with listening to feed amp inform your strategic plan
bull Listening should be for conversations about the company product(s) category competitors and the industry
bull By listening you gain insights on what people are talking about amp how they talk about companies and products
ndash What are people saying about your brandndash What are the popular topics about your brandndash Who are the advocates detractors and influencers in your industryndash Where are the conversations happening
Confidential17 9252012
Global Marketing
Dellrsquos Social Media Listening Command Center25000 posts a day
Global Marketing
Listening report 2012 Egyptian Elections
19 Confidential
Global Marketing21
Listening to conversations Twitter search
Confidential
Global Marketing22
Listening to conversations GooglecomAlerts
Confidential
Global Marketing23
Listening to conversations Socialmentioncom
Confidential
GooglecomAlerts
Global Marketing
Fish where the fish arehellip
24 Confidential
Global Marketing
Where Broad use social media platforms
Confidential25
Global Marketing
Letrsquos start engaginghellip
26 Confidential 9252012
Global Marketing
Engagement pyramid
Confidential27 9252012
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential28 9252012
Global Marketing
Engagement Ideas to get startedhellip
Facebookbull Likebull Commentbull Post link to an article of interestbull Check inTwitterbull ReTweet relevant useful contentbull Reply promptly bull Twitter events with hashtagLinkedInbull Recommend a team memberbull Provide status updateBlogsbull Comment on relevant blogsSlidesharebull Upload most recent relevant presentationbull Tweet andor post on facebook that you uploaded presentation
Confidential29 9252012
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential30
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential31 9252012
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs on Googlecomreader
Confidential32 9252012
Global Marketing
Google Reader
Confidential33 9252012
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential34 9252012
Global Marketing
Schedule posts via BufferAppcom
bull Idea 7 Avoid pushing the same content to all your platforms
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential35
Global Marketing
Increase fans amp followers
36 Confidential 9252012
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential37 9252012
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential38
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential39 9252012
Global Marketing
Measuring
40 Confidential 9252012
Global Marketing41
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message
delivery sentiment recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
Top Ten Ideas
Idea 1 Write up a plan
Idea 2 Tie social media to your business and customer objectives
Idea 3 Identify and target your community
Idea 4 Sign up for free Listening tools if you havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (twitter) for content inspiration
Idea 6 Vary your content and keep target audience in mind
Idea 7 Avoid pushing the same content to all your platforms
Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
Idea 9 Take advantage of in-person interaction to deepen relationships
Idea 10 Select key performance indicators based on your objectives
Confidential42 9252012
Global Marketing
Make time for social media
43 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential44 9252012
Global Marketing45 Confidential 9252012
Thank You
QampA
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
wwwslidesharenetDellSMBdell-smb-socialmediatoolkit
The guide includesbull How to develop a social media strategy
bull Creating social media guidelines
bull Best practices and case studies
bull Choosing your social media channels
bull Measurement and influence
bull Tips from social media experts
bull Practical advice to get started
Available online
Global Marketing
Social Media is reinventing how business is done
Red Robin Gourmet Burgers
bull 460-restaurant chain used internal social network to launch new sandwichesbull Traditional 6 month process mailing spiral-bound books getting feedback etcbull Taught managers recipes fastest way to make them all via video amp online in
days
Companies are using social to
bull Build teams that solve problems fasterbull Share information among employees partners amp customersbull Bring customer ideas amp input in to the company
Confidential10 9252012
Global Marketing
Customers want to interact
bull 93 of Americans believe a company should have a social media presence
bull 85 believe a company should be active with customers in social media
bull 56 feel a stronger connection with companies they interact within in social media
Confidential11 9252012
Source Cone Research of 1000+ Americans September 2008
Global Marketing
Planning
12 Confidential 9252012
Global Marketing
Your social strategy needs as much forethought as any other business process
Confidential13 9252012
1 Planning
2 Listening
3 Engaging
4 Measuring
Tip 1 Write up a plan
According to CRM industryanalyst Brent Leary
ldquoStrategic users are almost 3xs more likely to executeactivities for engaging prospectsthan informal users (53 vs 19)rdquo
Source Brent Learyrsquos Strategically Social 5 Keys to Becoming a Social Business
Global Marketing
Questions to Ask in the Planning Stage
bull What are the organizationsrsquo goalsbull What is the business planbull What is the current relationship with our customersbull What is the relationship we want with our customers
How does social media support these goals
Tip 2 Tie social media to your business and customer objectives
Confidential14 9252012
I think it starts with understanding what the organizationrsquos goals arehellippart of the problem is that too many people want to jump into a Facebook ldquostrategyrdquo or a Twitter ldquostrategyrdquo ndash Shel Holtz
Source Shel Holtz httplabsopenviewpartnerscomshel-holtz-talks-content-and-social-strategies
Global Marketing
Embedding social to Dellrsquos purpose
Confidential15 9252012
bull Deepening our customer relationships and helping our customers thrive
bull Dell encourages thoughtful and customer focused interactions at every touch point
Global Marketing
Listening
16 Confidential
Global Marketing
Questions to Ask in the Listening Stage
Tip 3 Identify and target your community
bull Any social strategy first begins with listening to feed amp inform your strategic plan
bull Listening should be for conversations about the company product(s) category competitors and the industry
bull By listening you gain insights on what people are talking about amp how they talk about companies and products
ndash What are people saying about your brandndash What are the popular topics about your brandndash Who are the advocates detractors and influencers in your industryndash Where are the conversations happening
Confidential17 9252012
Global Marketing
Dellrsquos Social Media Listening Command Center25000 posts a day
Global Marketing
Listening report 2012 Egyptian Elections
19 Confidential
Global Marketing21
Listening to conversations Twitter search
Confidential
Global Marketing22
Listening to conversations GooglecomAlerts
Confidential
Global Marketing23
Listening to conversations Socialmentioncom
Confidential
GooglecomAlerts
Global Marketing
Fish where the fish arehellip
24 Confidential
Global Marketing
Where Broad use social media platforms
Confidential25
Global Marketing
Letrsquos start engaginghellip
26 Confidential 9252012
Global Marketing
Engagement pyramid
Confidential27 9252012
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential28 9252012
Global Marketing
Engagement Ideas to get startedhellip
Facebookbull Likebull Commentbull Post link to an article of interestbull Check inTwitterbull ReTweet relevant useful contentbull Reply promptly bull Twitter events with hashtagLinkedInbull Recommend a team memberbull Provide status updateBlogsbull Comment on relevant blogsSlidesharebull Upload most recent relevant presentationbull Tweet andor post on facebook that you uploaded presentation
Confidential29 9252012
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential30
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential31 9252012
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs on Googlecomreader
Confidential32 9252012
Global Marketing
Google Reader
Confidential33 9252012
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential34 9252012
Global Marketing
Schedule posts via BufferAppcom
bull Idea 7 Avoid pushing the same content to all your platforms
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential35
Global Marketing
Increase fans amp followers
36 Confidential 9252012
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential37 9252012
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential38
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential39 9252012
Global Marketing
Measuring
40 Confidential 9252012
Global Marketing41
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message
delivery sentiment recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
Top Ten Ideas
Idea 1 Write up a plan
Idea 2 Tie social media to your business and customer objectives
Idea 3 Identify and target your community
Idea 4 Sign up for free Listening tools if you havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (twitter) for content inspiration
Idea 6 Vary your content and keep target audience in mind
Idea 7 Avoid pushing the same content to all your platforms
Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
Idea 9 Take advantage of in-person interaction to deepen relationships
Idea 10 Select key performance indicators based on your objectives
Confidential42 9252012
Global Marketing
Make time for social media
43 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential44 9252012
Global Marketing45 Confidential 9252012
Thank You
QampA
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
wwwslidesharenetDellSMBdell-smb-socialmediatoolkit
The guide includesbull How to develop a social media strategy
bull Creating social media guidelines
bull Best practices and case studies
bull Choosing your social media channels
bull Measurement and influence
bull Tips from social media experts
bull Practical advice to get started
Available online
Global Marketing
Customers want to interact
bull 93 of Americans believe a company should have a social media presence
bull 85 believe a company should be active with customers in social media
bull 56 feel a stronger connection with companies they interact within in social media
Confidential11 9252012
Source Cone Research of 1000+ Americans September 2008
Global Marketing
Planning
12 Confidential 9252012
Global Marketing
Your social strategy needs as much forethought as any other business process
Confidential13 9252012
1 Planning
2 Listening
3 Engaging
4 Measuring
Tip 1 Write up a plan
According to CRM industryanalyst Brent Leary
ldquoStrategic users are almost 3xs more likely to executeactivities for engaging prospectsthan informal users (53 vs 19)rdquo
Source Brent Learyrsquos Strategically Social 5 Keys to Becoming a Social Business
Global Marketing
Questions to Ask in the Planning Stage
bull What are the organizationsrsquo goalsbull What is the business planbull What is the current relationship with our customersbull What is the relationship we want with our customers
How does social media support these goals
Tip 2 Tie social media to your business and customer objectives
Confidential14 9252012
I think it starts with understanding what the organizationrsquos goals arehellippart of the problem is that too many people want to jump into a Facebook ldquostrategyrdquo or a Twitter ldquostrategyrdquo ndash Shel Holtz
Source Shel Holtz httplabsopenviewpartnerscomshel-holtz-talks-content-and-social-strategies
Global Marketing
Embedding social to Dellrsquos purpose
Confidential15 9252012
bull Deepening our customer relationships and helping our customers thrive
bull Dell encourages thoughtful and customer focused interactions at every touch point
Global Marketing
Listening
16 Confidential
Global Marketing
Questions to Ask in the Listening Stage
Tip 3 Identify and target your community
bull Any social strategy first begins with listening to feed amp inform your strategic plan
bull Listening should be for conversations about the company product(s) category competitors and the industry
bull By listening you gain insights on what people are talking about amp how they talk about companies and products
ndash What are people saying about your brandndash What are the popular topics about your brandndash Who are the advocates detractors and influencers in your industryndash Where are the conversations happening
Confidential17 9252012
Global Marketing
Dellrsquos Social Media Listening Command Center25000 posts a day
Global Marketing
Listening report 2012 Egyptian Elections
19 Confidential
Global Marketing21
Listening to conversations Twitter search
Confidential
Global Marketing22
Listening to conversations GooglecomAlerts
Confidential
Global Marketing23
Listening to conversations Socialmentioncom
Confidential
GooglecomAlerts
Global Marketing
Fish where the fish arehellip
24 Confidential
Global Marketing
Where Broad use social media platforms
Confidential25
Global Marketing
Letrsquos start engaginghellip
26 Confidential 9252012
Global Marketing
Engagement pyramid
Confidential27 9252012
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential28 9252012
Global Marketing
Engagement Ideas to get startedhellip
Facebookbull Likebull Commentbull Post link to an article of interestbull Check inTwitterbull ReTweet relevant useful contentbull Reply promptly bull Twitter events with hashtagLinkedInbull Recommend a team memberbull Provide status updateBlogsbull Comment on relevant blogsSlidesharebull Upload most recent relevant presentationbull Tweet andor post on facebook that you uploaded presentation
Confidential29 9252012
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential30
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential31 9252012
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs on Googlecomreader
Confidential32 9252012
Global Marketing
Google Reader
Confidential33 9252012
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential34 9252012
Global Marketing
Schedule posts via BufferAppcom
bull Idea 7 Avoid pushing the same content to all your platforms
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential35
Global Marketing
Increase fans amp followers
36 Confidential 9252012
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential37 9252012
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential38
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential39 9252012
Global Marketing
Measuring
40 Confidential 9252012
Global Marketing41
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message
delivery sentiment recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
Top Ten Ideas
Idea 1 Write up a plan
Idea 2 Tie social media to your business and customer objectives
Idea 3 Identify and target your community
Idea 4 Sign up for free Listening tools if you havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (twitter) for content inspiration
Idea 6 Vary your content and keep target audience in mind
Idea 7 Avoid pushing the same content to all your platforms
Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
Idea 9 Take advantage of in-person interaction to deepen relationships
Idea 10 Select key performance indicators based on your objectives
Confidential42 9252012
Global Marketing
Make time for social media
43 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential44 9252012
Global Marketing45 Confidential 9252012
Thank You
QampA
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
wwwslidesharenetDellSMBdell-smb-socialmediatoolkit
The guide includesbull How to develop a social media strategy
bull Creating social media guidelines
bull Best practices and case studies
bull Choosing your social media channels
bull Measurement and influence
bull Tips from social media experts
bull Practical advice to get started
Available online
Global Marketing
Planning
12 Confidential 9252012
Global Marketing
Your social strategy needs as much forethought as any other business process
Confidential13 9252012
1 Planning
2 Listening
3 Engaging
4 Measuring
Tip 1 Write up a plan
According to CRM industryanalyst Brent Leary
ldquoStrategic users are almost 3xs more likely to executeactivities for engaging prospectsthan informal users (53 vs 19)rdquo
Source Brent Learyrsquos Strategically Social 5 Keys to Becoming a Social Business
Global Marketing
Questions to Ask in the Planning Stage
bull What are the organizationsrsquo goalsbull What is the business planbull What is the current relationship with our customersbull What is the relationship we want with our customers
How does social media support these goals
Tip 2 Tie social media to your business and customer objectives
Confidential14 9252012
I think it starts with understanding what the organizationrsquos goals arehellippart of the problem is that too many people want to jump into a Facebook ldquostrategyrdquo or a Twitter ldquostrategyrdquo ndash Shel Holtz
Source Shel Holtz httplabsopenviewpartnerscomshel-holtz-talks-content-and-social-strategies
Global Marketing
Embedding social to Dellrsquos purpose
Confidential15 9252012
bull Deepening our customer relationships and helping our customers thrive
bull Dell encourages thoughtful and customer focused interactions at every touch point
Global Marketing
Listening
16 Confidential
Global Marketing
Questions to Ask in the Listening Stage
Tip 3 Identify and target your community
bull Any social strategy first begins with listening to feed amp inform your strategic plan
bull Listening should be for conversations about the company product(s) category competitors and the industry
bull By listening you gain insights on what people are talking about amp how they talk about companies and products
ndash What are people saying about your brandndash What are the popular topics about your brandndash Who are the advocates detractors and influencers in your industryndash Where are the conversations happening
Confidential17 9252012
Global Marketing
Dellrsquos Social Media Listening Command Center25000 posts a day
Global Marketing
Listening report 2012 Egyptian Elections
19 Confidential
Global Marketing21
Listening to conversations Twitter search
Confidential
Global Marketing22
Listening to conversations GooglecomAlerts
Confidential
Global Marketing23
Listening to conversations Socialmentioncom
Confidential
GooglecomAlerts
Global Marketing
Fish where the fish arehellip
24 Confidential
Global Marketing
Where Broad use social media platforms
Confidential25
Global Marketing
Letrsquos start engaginghellip
26 Confidential 9252012
Global Marketing
Engagement pyramid
Confidential27 9252012
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential28 9252012
Global Marketing
Engagement Ideas to get startedhellip
Facebookbull Likebull Commentbull Post link to an article of interestbull Check inTwitterbull ReTweet relevant useful contentbull Reply promptly bull Twitter events with hashtagLinkedInbull Recommend a team memberbull Provide status updateBlogsbull Comment on relevant blogsSlidesharebull Upload most recent relevant presentationbull Tweet andor post on facebook that you uploaded presentation
Confidential29 9252012
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential30
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential31 9252012
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs on Googlecomreader
Confidential32 9252012
Global Marketing
Google Reader
Confidential33 9252012
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential34 9252012
Global Marketing
Schedule posts via BufferAppcom
bull Idea 7 Avoid pushing the same content to all your platforms
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential35
Global Marketing
Increase fans amp followers
36 Confidential 9252012
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential37 9252012
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential38
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential39 9252012
Global Marketing
Measuring
40 Confidential 9252012
Global Marketing41
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message
delivery sentiment recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
Top Ten Ideas
Idea 1 Write up a plan
Idea 2 Tie social media to your business and customer objectives
Idea 3 Identify and target your community
Idea 4 Sign up for free Listening tools if you havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (twitter) for content inspiration
Idea 6 Vary your content and keep target audience in mind
Idea 7 Avoid pushing the same content to all your platforms
Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
Idea 9 Take advantage of in-person interaction to deepen relationships
Idea 10 Select key performance indicators based on your objectives
Confidential42 9252012
Global Marketing
Make time for social media
43 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential44 9252012
Global Marketing45 Confidential 9252012
Thank You
QampA
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
wwwslidesharenetDellSMBdell-smb-socialmediatoolkit
The guide includesbull How to develop a social media strategy
bull Creating social media guidelines
bull Best practices and case studies
bull Choosing your social media channels
bull Measurement and influence
bull Tips from social media experts
bull Practical advice to get started
Available online
Global Marketing
Your social strategy needs as much forethought as any other business process
Confidential13 9252012
1 Planning
2 Listening
3 Engaging
4 Measuring
Tip 1 Write up a plan
According to CRM industryanalyst Brent Leary
ldquoStrategic users are almost 3xs more likely to executeactivities for engaging prospectsthan informal users (53 vs 19)rdquo
Source Brent Learyrsquos Strategically Social 5 Keys to Becoming a Social Business
Global Marketing
Questions to Ask in the Planning Stage
bull What are the organizationsrsquo goalsbull What is the business planbull What is the current relationship with our customersbull What is the relationship we want with our customers
How does social media support these goals
Tip 2 Tie social media to your business and customer objectives
Confidential14 9252012
I think it starts with understanding what the organizationrsquos goals arehellippart of the problem is that too many people want to jump into a Facebook ldquostrategyrdquo or a Twitter ldquostrategyrdquo ndash Shel Holtz
Source Shel Holtz httplabsopenviewpartnerscomshel-holtz-talks-content-and-social-strategies
Global Marketing
Embedding social to Dellrsquos purpose
Confidential15 9252012
bull Deepening our customer relationships and helping our customers thrive
bull Dell encourages thoughtful and customer focused interactions at every touch point
Global Marketing
Listening
16 Confidential
Global Marketing
Questions to Ask in the Listening Stage
Tip 3 Identify and target your community
bull Any social strategy first begins with listening to feed amp inform your strategic plan
bull Listening should be for conversations about the company product(s) category competitors and the industry
bull By listening you gain insights on what people are talking about amp how they talk about companies and products
ndash What are people saying about your brandndash What are the popular topics about your brandndash Who are the advocates detractors and influencers in your industryndash Where are the conversations happening
Confidential17 9252012
Global Marketing
Dellrsquos Social Media Listening Command Center25000 posts a day
Global Marketing
Listening report 2012 Egyptian Elections
19 Confidential
Global Marketing21
Listening to conversations Twitter search
Confidential
Global Marketing22
Listening to conversations GooglecomAlerts
Confidential
Global Marketing23
Listening to conversations Socialmentioncom
Confidential
GooglecomAlerts
Global Marketing
Fish where the fish arehellip
24 Confidential
Global Marketing
Where Broad use social media platforms
Confidential25
Global Marketing
Letrsquos start engaginghellip
26 Confidential 9252012
Global Marketing
Engagement pyramid
Confidential27 9252012
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential28 9252012
Global Marketing
Engagement Ideas to get startedhellip
Facebookbull Likebull Commentbull Post link to an article of interestbull Check inTwitterbull ReTweet relevant useful contentbull Reply promptly bull Twitter events with hashtagLinkedInbull Recommend a team memberbull Provide status updateBlogsbull Comment on relevant blogsSlidesharebull Upload most recent relevant presentationbull Tweet andor post on facebook that you uploaded presentation
Confidential29 9252012
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential30
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential31 9252012
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs on Googlecomreader
Confidential32 9252012
Global Marketing
Google Reader
Confidential33 9252012
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential34 9252012
Global Marketing
Schedule posts via BufferAppcom
bull Idea 7 Avoid pushing the same content to all your platforms
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential35
Global Marketing
Increase fans amp followers
36 Confidential 9252012
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential37 9252012
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential38
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential39 9252012
Global Marketing
Measuring
40 Confidential 9252012
Global Marketing41
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message
delivery sentiment recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
Top Ten Ideas
Idea 1 Write up a plan
Idea 2 Tie social media to your business and customer objectives
Idea 3 Identify and target your community
Idea 4 Sign up for free Listening tools if you havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (twitter) for content inspiration
Idea 6 Vary your content and keep target audience in mind
Idea 7 Avoid pushing the same content to all your platforms
Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
Idea 9 Take advantage of in-person interaction to deepen relationships
Idea 10 Select key performance indicators based on your objectives
Confidential42 9252012
Global Marketing
Make time for social media
43 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential44 9252012
Global Marketing45 Confidential 9252012
Thank You
QampA
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
wwwslidesharenetDellSMBdell-smb-socialmediatoolkit
The guide includesbull How to develop a social media strategy
bull Creating social media guidelines
bull Best practices and case studies
bull Choosing your social media channels
bull Measurement and influence
bull Tips from social media experts
bull Practical advice to get started
Available online
Global Marketing
Questions to Ask in the Planning Stage
bull What are the organizationsrsquo goalsbull What is the business planbull What is the current relationship with our customersbull What is the relationship we want with our customers
How does social media support these goals
Tip 2 Tie social media to your business and customer objectives
Confidential14 9252012
I think it starts with understanding what the organizationrsquos goals arehellippart of the problem is that too many people want to jump into a Facebook ldquostrategyrdquo or a Twitter ldquostrategyrdquo ndash Shel Holtz
Source Shel Holtz httplabsopenviewpartnerscomshel-holtz-talks-content-and-social-strategies
Global Marketing
Embedding social to Dellrsquos purpose
Confidential15 9252012
bull Deepening our customer relationships and helping our customers thrive
bull Dell encourages thoughtful and customer focused interactions at every touch point
Global Marketing
Listening
16 Confidential
Global Marketing
Questions to Ask in the Listening Stage
Tip 3 Identify and target your community
bull Any social strategy first begins with listening to feed amp inform your strategic plan
bull Listening should be for conversations about the company product(s) category competitors and the industry
bull By listening you gain insights on what people are talking about amp how they talk about companies and products
ndash What are people saying about your brandndash What are the popular topics about your brandndash Who are the advocates detractors and influencers in your industryndash Where are the conversations happening
Confidential17 9252012
Global Marketing
Dellrsquos Social Media Listening Command Center25000 posts a day
Global Marketing
Listening report 2012 Egyptian Elections
19 Confidential
Global Marketing21
Listening to conversations Twitter search
Confidential
Global Marketing22
Listening to conversations GooglecomAlerts
Confidential
Global Marketing23
Listening to conversations Socialmentioncom
Confidential
GooglecomAlerts
Global Marketing
Fish where the fish arehellip
24 Confidential
Global Marketing
Where Broad use social media platforms
Confidential25
Global Marketing
Letrsquos start engaginghellip
26 Confidential 9252012
Global Marketing
Engagement pyramid
Confidential27 9252012
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential28 9252012
Global Marketing
Engagement Ideas to get startedhellip
Facebookbull Likebull Commentbull Post link to an article of interestbull Check inTwitterbull ReTweet relevant useful contentbull Reply promptly bull Twitter events with hashtagLinkedInbull Recommend a team memberbull Provide status updateBlogsbull Comment on relevant blogsSlidesharebull Upload most recent relevant presentationbull Tweet andor post on facebook that you uploaded presentation
Confidential29 9252012
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential30
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential31 9252012
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs on Googlecomreader
Confidential32 9252012
Global Marketing
Google Reader
Confidential33 9252012
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential34 9252012
Global Marketing
Schedule posts via BufferAppcom
bull Idea 7 Avoid pushing the same content to all your platforms
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential35
Global Marketing
Increase fans amp followers
36 Confidential 9252012
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential37 9252012
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential38
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential39 9252012
Global Marketing
Measuring
40 Confidential 9252012
Global Marketing41
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message
delivery sentiment recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
Top Ten Ideas
Idea 1 Write up a plan
Idea 2 Tie social media to your business and customer objectives
Idea 3 Identify and target your community
Idea 4 Sign up for free Listening tools if you havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (twitter) for content inspiration
Idea 6 Vary your content and keep target audience in mind
Idea 7 Avoid pushing the same content to all your platforms
Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
Idea 9 Take advantage of in-person interaction to deepen relationships
Idea 10 Select key performance indicators based on your objectives
Confidential42 9252012
Global Marketing
Make time for social media
43 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential44 9252012
Global Marketing45 Confidential 9252012
Thank You
QampA
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
wwwslidesharenetDellSMBdell-smb-socialmediatoolkit
The guide includesbull How to develop a social media strategy
bull Creating social media guidelines
bull Best practices and case studies
bull Choosing your social media channels
bull Measurement and influence
bull Tips from social media experts
bull Practical advice to get started
Available online
Global Marketing
Embedding social to Dellrsquos purpose
Confidential15 9252012
bull Deepening our customer relationships and helping our customers thrive
bull Dell encourages thoughtful and customer focused interactions at every touch point
Global Marketing
Listening
16 Confidential
Global Marketing
Questions to Ask in the Listening Stage
Tip 3 Identify and target your community
bull Any social strategy first begins with listening to feed amp inform your strategic plan
bull Listening should be for conversations about the company product(s) category competitors and the industry
bull By listening you gain insights on what people are talking about amp how they talk about companies and products
ndash What are people saying about your brandndash What are the popular topics about your brandndash Who are the advocates detractors and influencers in your industryndash Where are the conversations happening
Confidential17 9252012
Global Marketing
Dellrsquos Social Media Listening Command Center25000 posts a day
Global Marketing
Listening report 2012 Egyptian Elections
19 Confidential
Global Marketing21
Listening to conversations Twitter search
Confidential
Global Marketing22
Listening to conversations GooglecomAlerts
Confidential
Global Marketing23
Listening to conversations Socialmentioncom
Confidential
GooglecomAlerts
Global Marketing
Fish where the fish arehellip
24 Confidential
Global Marketing
Where Broad use social media platforms
Confidential25
Global Marketing
Letrsquos start engaginghellip
26 Confidential 9252012
Global Marketing
Engagement pyramid
Confidential27 9252012
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential28 9252012
Global Marketing
Engagement Ideas to get startedhellip
Facebookbull Likebull Commentbull Post link to an article of interestbull Check inTwitterbull ReTweet relevant useful contentbull Reply promptly bull Twitter events with hashtagLinkedInbull Recommend a team memberbull Provide status updateBlogsbull Comment on relevant blogsSlidesharebull Upload most recent relevant presentationbull Tweet andor post on facebook that you uploaded presentation
Confidential29 9252012
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential30
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential31 9252012
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs on Googlecomreader
Confidential32 9252012
Global Marketing
Google Reader
Confidential33 9252012
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential34 9252012
Global Marketing
Schedule posts via BufferAppcom
bull Idea 7 Avoid pushing the same content to all your platforms
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential35
Global Marketing
Increase fans amp followers
36 Confidential 9252012
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential37 9252012
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential38
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential39 9252012
Global Marketing
Measuring
40 Confidential 9252012
Global Marketing41
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message
delivery sentiment recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
Top Ten Ideas
Idea 1 Write up a plan
Idea 2 Tie social media to your business and customer objectives
Idea 3 Identify and target your community
Idea 4 Sign up for free Listening tools if you havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (twitter) for content inspiration
Idea 6 Vary your content and keep target audience in mind
Idea 7 Avoid pushing the same content to all your platforms
Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
Idea 9 Take advantage of in-person interaction to deepen relationships
Idea 10 Select key performance indicators based on your objectives
Confidential42 9252012
Global Marketing
Make time for social media
43 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential44 9252012
Global Marketing45 Confidential 9252012
Thank You
QampA
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
wwwslidesharenetDellSMBdell-smb-socialmediatoolkit
The guide includesbull How to develop a social media strategy
bull Creating social media guidelines
bull Best practices and case studies
bull Choosing your social media channels
bull Measurement and influence
bull Tips from social media experts
bull Practical advice to get started
Available online
Global Marketing
Listening
16 Confidential
Global Marketing
Questions to Ask in the Listening Stage
Tip 3 Identify and target your community
bull Any social strategy first begins with listening to feed amp inform your strategic plan
bull Listening should be for conversations about the company product(s) category competitors and the industry
bull By listening you gain insights on what people are talking about amp how they talk about companies and products
ndash What are people saying about your brandndash What are the popular topics about your brandndash Who are the advocates detractors and influencers in your industryndash Where are the conversations happening
Confidential17 9252012
Global Marketing
Dellrsquos Social Media Listening Command Center25000 posts a day
Global Marketing
Listening report 2012 Egyptian Elections
19 Confidential
Global Marketing21
Listening to conversations Twitter search
Confidential
Global Marketing22
Listening to conversations GooglecomAlerts
Confidential
Global Marketing23
Listening to conversations Socialmentioncom
Confidential
GooglecomAlerts
Global Marketing
Fish where the fish arehellip
24 Confidential
Global Marketing
Where Broad use social media platforms
Confidential25
Global Marketing
Letrsquos start engaginghellip
26 Confidential 9252012
Global Marketing
Engagement pyramid
Confidential27 9252012
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential28 9252012
Global Marketing
Engagement Ideas to get startedhellip
Facebookbull Likebull Commentbull Post link to an article of interestbull Check inTwitterbull ReTweet relevant useful contentbull Reply promptly bull Twitter events with hashtagLinkedInbull Recommend a team memberbull Provide status updateBlogsbull Comment on relevant blogsSlidesharebull Upload most recent relevant presentationbull Tweet andor post on facebook that you uploaded presentation
Confidential29 9252012
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential30
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential31 9252012
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs on Googlecomreader
Confidential32 9252012
Global Marketing
Google Reader
Confidential33 9252012
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential34 9252012
Global Marketing
Schedule posts via BufferAppcom
bull Idea 7 Avoid pushing the same content to all your platforms
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential35
Global Marketing
Increase fans amp followers
36 Confidential 9252012
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential37 9252012
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential38
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential39 9252012
Global Marketing
Measuring
40 Confidential 9252012
Global Marketing41
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message
delivery sentiment recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
Top Ten Ideas
Idea 1 Write up a plan
Idea 2 Tie social media to your business and customer objectives
Idea 3 Identify and target your community
Idea 4 Sign up for free Listening tools if you havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (twitter) for content inspiration
Idea 6 Vary your content and keep target audience in mind
Idea 7 Avoid pushing the same content to all your platforms
Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
Idea 9 Take advantage of in-person interaction to deepen relationships
Idea 10 Select key performance indicators based on your objectives
Confidential42 9252012
Global Marketing
Make time for social media
43 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential44 9252012
Global Marketing45 Confidential 9252012
Thank You
QampA
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
wwwslidesharenetDellSMBdell-smb-socialmediatoolkit
The guide includesbull How to develop a social media strategy
bull Creating social media guidelines
bull Best practices and case studies
bull Choosing your social media channels
bull Measurement and influence
bull Tips from social media experts
bull Practical advice to get started
Available online
Global Marketing
Questions to Ask in the Listening Stage
Tip 3 Identify and target your community
bull Any social strategy first begins with listening to feed amp inform your strategic plan
bull Listening should be for conversations about the company product(s) category competitors and the industry
bull By listening you gain insights on what people are talking about amp how they talk about companies and products
ndash What are people saying about your brandndash What are the popular topics about your brandndash Who are the advocates detractors and influencers in your industryndash Where are the conversations happening
Confidential17 9252012
Global Marketing
Dellrsquos Social Media Listening Command Center25000 posts a day
Global Marketing
Listening report 2012 Egyptian Elections
19 Confidential
Global Marketing21
Listening to conversations Twitter search
Confidential
Global Marketing22
Listening to conversations GooglecomAlerts
Confidential
Global Marketing23
Listening to conversations Socialmentioncom
Confidential
GooglecomAlerts
Global Marketing
Fish where the fish arehellip
24 Confidential
Global Marketing
Where Broad use social media platforms
Confidential25
Global Marketing
Letrsquos start engaginghellip
26 Confidential 9252012
Global Marketing
Engagement pyramid
Confidential27 9252012
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential28 9252012
Global Marketing
Engagement Ideas to get startedhellip
Facebookbull Likebull Commentbull Post link to an article of interestbull Check inTwitterbull ReTweet relevant useful contentbull Reply promptly bull Twitter events with hashtagLinkedInbull Recommend a team memberbull Provide status updateBlogsbull Comment on relevant blogsSlidesharebull Upload most recent relevant presentationbull Tweet andor post on facebook that you uploaded presentation
Confidential29 9252012
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential30
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential31 9252012
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs on Googlecomreader
Confidential32 9252012
Global Marketing
Google Reader
Confidential33 9252012
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential34 9252012
Global Marketing
Schedule posts via BufferAppcom
bull Idea 7 Avoid pushing the same content to all your platforms
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential35
Global Marketing
Increase fans amp followers
36 Confidential 9252012
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential37 9252012
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential38
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential39 9252012
Global Marketing
Measuring
40 Confidential 9252012
Global Marketing41
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message
delivery sentiment recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
Top Ten Ideas
Idea 1 Write up a plan
Idea 2 Tie social media to your business and customer objectives
Idea 3 Identify and target your community
Idea 4 Sign up for free Listening tools if you havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (twitter) for content inspiration
Idea 6 Vary your content and keep target audience in mind
Idea 7 Avoid pushing the same content to all your platforms
Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
Idea 9 Take advantage of in-person interaction to deepen relationships
Idea 10 Select key performance indicators based on your objectives
Confidential42 9252012
Global Marketing
Make time for social media
43 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential44 9252012
Global Marketing45 Confidential 9252012
Thank You
QampA
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
wwwslidesharenetDellSMBdell-smb-socialmediatoolkit
The guide includesbull How to develop a social media strategy
bull Creating social media guidelines
bull Best practices and case studies
bull Choosing your social media channels
bull Measurement and influence
bull Tips from social media experts
bull Practical advice to get started
Available online
Global Marketing
Dellrsquos Social Media Listening Command Center25000 posts a day
Global Marketing
Listening report 2012 Egyptian Elections
19 Confidential
Global Marketing21
Listening to conversations Twitter search
Confidential
Global Marketing22
Listening to conversations GooglecomAlerts
Confidential
Global Marketing23
Listening to conversations Socialmentioncom
Confidential
GooglecomAlerts
Global Marketing
Fish where the fish arehellip
24 Confidential
Global Marketing
Where Broad use social media platforms
Confidential25
Global Marketing
Letrsquos start engaginghellip
26 Confidential 9252012
Global Marketing
Engagement pyramid
Confidential27 9252012
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential28 9252012
Global Marketing
Engagement Ideas to get startedhellip
Facebookbull Likebull Commentbull Post link to an article of interestbull Check inTwitterbull ReTweet relevant useful contentbull Reply promptly bull Twitter events with hashtagLinkedInbull Recommend a team memberbull Provide status updateBlogsbull Comment on relevant blogsSlidesharebull Upload most recent relevant presentationbull Tweet andor post on facebook that you uploaded presentation
Confidential29 9252012
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential30
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential31 9252012
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs on Googlecomreader
Confidential32 9252012
Global Marketing
Google Reader
Confidential33 9252012
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential34 9252012
Global Marketing
Schedule posts via BufferAppcom
bull Idea 7 Avoid pushing the same content to all your platforms
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential35
Global Marketing
Increase fans amp followers
36 Confidential 9252012
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential37 9252012
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential38
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential39 9252012
Global Marketing
Measuring
40 Confidential 9252012
Global Marketing41
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message
delivery sentiment recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
Top Ten Ideas
Idea 1 Write up a plan
Idea 2 Tie social media to your business and customer objectives
Idea 3 Identify and target your community
Idea 4 Sign up for free Listening tools if you havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (twitter) for content inspiration
Idea 6 Vary your content and keep target audience in mind
Idea 7 Avoid pushing the same content to all your platforms
Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
Idea 9 Take advantage of in-person interaction to deepen relationships
Idea 10 Select key performance indicators based on your objectives
Confidential42 9252012
Global Marketing
Make time for social media
43 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential44 9252012
Global Marketing45 Confidential 9252012
Thank You
QampA
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
wwwslidesharenetDellSMBdell-smb-socialmediatoolkit
The guide includesbull How to develop a social media strategy
bull Creating social media guidelines
bull Best practices and case studies
bull Choosing your social media channels
bull Measurement and influence
bull Tips from social media experts
bull Practical advice to get started
Available online
Global Marketing
Listening report 2012 Egyptian Elections
19 Confidential
Global Marketing21
Listening to conversations Twitter search
Confidential
Global Marketing22
Listening to conversations GooglecomAlerts
Confidential
Global Marketing23
Listening to conversations Socialmentioncom
Confidential
GooglecomAlerts
Global Marketing
Fish where the fish arehellip
24 Confidential
Global Marketing
Where Broad use social media platforms
Confidential25
Global Marketing
Letrsquos start engaginghellip
26 Confidential 9252012
Global Marketing
Engagement pyramid
Confidential27 9252012
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential28 9252012
Global Marketing
Engagement Ideas to get startedhellip
Facebookbull Likebull Commentbull Post link to an article of interestbull Check inTwitterbull ReTweet relevant useful contentbull Reply promptly bull Twitter events with hashtagLinkedInbull Recommend a team memberbull Provide status updateBlogsbull Comment on relevant blogsSlidesharebull Upload most recent relevant presentationbull Tweet andor post on facebook that you uploaded presentation
Confidential29 9252012
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential30
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential31 9252012
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs on Googlecomreader
Confidential32 9252012
Global Marketing
Google Reader
Confidential33 9252012
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential34 9252012
Global Marketing
Schedule posts via BufferAppcom
bull Idea 7 Avoid pushing the same content to all your platforms
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential35
Global Marketing
Increase fans amp followers
36 Confidential 9252012
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential37 9252012
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential38
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential39 9252012
Global Marketing
Measuring
40 Confidential 9252012
Global Marketing41
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message
delivery sentiment recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
Top Ten Ideas
Idea 1 Write up a plan
Idea 2 Tie social media to your business and customer objectives
Idea 3 Identify and target your community
Idea 4 Sign up for free Listening tools if you havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (twitter) for content inspiration
Idea 6 Vary your content and keep target audience in mind
Idea 7 Avoid pushing the same content to all your platforms
Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
Idea 9 Take advantage of in-person interaction to deepen relationships
Idea 10 Select key performance indicators based on your objectives
Confidential42 9252012
Global Marketing
Make time for social media
43 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential44 9252012
Global Marketing45 Confidential 9252012
Thank You
QampA
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
wwwslidesharenetDellSMBdell-smb-socialmediatoolkit
The guide includesbull How to develop a social media strategy
bull Creating social media guidelines
bull Best practices and case studies
bull Choosing your social media channels
bull Measurement and influence
bull Tips from social media experts
bull Practical advice to get started
Available online
Global Marketing21
Listening to conversations Twitter search
Confidential
Global Marketing22
Listening to conversations GooglecomAlerts
Confidential
Global Marketing23
Listening to conversations Socialmentioncom
Confidential
GooglecomAlerts
Global Marketing
Fish where the fish arehellip
24 Confidential
Global Marketing
Where Broad use social media platforms
Confidential25
Global Marketing
Letrsquos start engaginghellip
26 Confidential 9252012
Global Marketing
Engagement pyramid
Confidential27 9252012
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential28 9252012
Global Marketing
Engagement Ideas to get startedhellip
Facebookbull Likebull Commentbull Post link to an article of interestbull Check inTwitterbull ReTweet relevant useful contentbull Reply promptly bull Twitter events with hashtagLinkedInbull Recommend a team memberbull Provide status updateBlogsbull Comment on relevant blogsSlidesharebull Upload most recent relevant presentationbull Tweet andor post on facebook that you uploaded presentation
Confidential29 9252012
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential30
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential31 9252012
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs on Googlecomreader
Confidential32 9252012
Global Marketing
Google Reader
Confidential33 9252012
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential34 9252012
Global Marketing
Schedule posts via BufferAppcom
bull Idea 7 Avoid pushing the same content to all your platforms
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential35
Global Marketing
Increase fans amp followers
36 Confidential 9252012
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential37 9252012
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential38
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential39 9252012
Global Marketing
Measuring
40 Confidential 9252012
Global Marketing41
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message
delivery sentiment recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
Top Ten Ideas
Idea 1 Write up a plan
Idea 2 Tie social media to your business and customer objectives
Idea 3 Identify and target your community
Idea 4 Sign up for free Listening tools if you havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (twitter) for content inspiration
Idea 6 Vary your content and keep target audience in mind
Idea 7 Avoid pushing the same content to all your platforms
Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
Idea 9 Take advantage of in-person interaction to deepen relationships
Idea 10 Select key performance indicators based on your objectives
Confidential42 9252012
Global Marketing
Make time for social media
43 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential44 9252012
Global Marketing45 Confidential 9252012
Thank You
QampA
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
wwwslidesharenetDellSMBdell-smb-socialmediatoolkit
The guide includesbull How to develop a social media strategy
bull Creating social media guidelines
bull Best practices and case studies
bull Choosing your social media channels
bull Measurement and influence
bull Tips from social media experts
bull Practical advice to get started
Available online
Global Marketing22
Listening to conversations GooglecomAlerts
Confidential
Global Marketing23
Listening to conversations Socialmentioncom
Confidential
GooglecomAlerts
Global Marketing
Fish where the fish arehellip
24 Confidential
Global Marketing
Where Broad use social media platforms
Confidential25
Global Marketing
Letrsquos start engaginghellip
26 Confidential 9252012
Global Marketing
Engagement pyramid
Confidential27 9252012
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential28 9252012
Global Marketing
Engagement Ideas to get startedhellip
Facebookbull Likebull Commentbull Post link to an article of interestbull Check inTwitterbull ReTweet relevant useful contentbull Reply promptly bull Twitter events with hashtagLinkedInbull Recommend a team memberbull Provide status updateBlogsbull Comment on relevant blogsSlidesharebull Upload most recent relevant presentationbull Tweet andor post on facebook that you uploaded presentation
Confidential29 9252012
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential30
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential31 9252012
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs on Googlecomreader
Confidential32 9252012
Global Marketing
Google Reader
Confidential33 9252012
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential34 9252012
Global Marketing
Schedule posts via BufferAppcom
bull Idea 7 Avoid pushing the same content to all your platforms
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential35
Global Marketing
Increase fans amp followers
36 Confidential 9252012
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential37 9252012
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential38
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential39 9252012
Global Marketing
Measuring
40 Confidential 9252012
Global Marketing41
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message
delivery sentiment recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
Top Ten Ideas
Idea 1 Write up a plan
Idea 2 Tie social media to your business and customer objectives
Idea 3 Identify and target your community
Idea 4 Sign up for free Listening tools if you havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (twitter) for content inspiration
Idea 6 Vary your content and keep target audience in mind
Idea 7 Avoid pushing the same content to all your platforms
Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
Idea 9 Take advantage of in-person interaction to deepen relationships
Idea 10 Select key performance indicators based on your objectives
Confidential42 9252012
Global Marketing
Make time for social media
43 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential44 9252012
Global Marketing45 Confidential 9252012
Thank You
QampA
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
wwwslidesharenetDellSMBdell-smb-socialmediatoolkit
The guide includesbull How to develop a social media strategy
bull Creating social media guidelines
bull Best practices and case studies
bull Choosing your social media channels
bull Measurement and influence
bull Tips from social media experts
bull Practical advice to get started
Available online
Global Marketing23
Listening to conversations Socialmentioncom
Confidential
GooglecomAlerts
Global Marketing
Fish where the fish arehellip
24 Confidential
Global Marketing
Where Broad use social media platforms
Confidential25
Global Marketing
Letrsquos start engaginghellip
26 Confidential 9252012
Global Marketing
Engagement pyramid
Confidential27 9252012
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential28 9252012
Global Marketing
Engagement Ideas to get startedhellip
Facebookbull Likebull Commentbull Post link to an article of interestbull Check inTwitterbull ReTweet relevant useful contentbull Reply promptly bull Twitter events with hashtagLinkedInbull Recommend a team memberbull Provide status updateBlogsbull Comment on relevant blogsSlidesharebull Upload most recent relevant presentationbull Tweet andor post on facebook that you uploaded presentation
Confidential29 9252012
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential30
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential31 9252012
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs on Googlecomreader
Confidential32 9252012
Global Marketing
Google Reader
Confidential33 9252012
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential34 9252012
Global Marketing
Schedule posts via BufferAppcom
bull Idea 7 Avoid pushing the same content to all your platforms
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential35
Global Marketing
Increase fans amp followers
36 Confidential 9252012
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential37 9252012
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential38
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential39 9252012
Global Marketing
Measuring
40 Confidential 9252012
Global Marketing41
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message
delivery sentiment recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
Top Ten Ideas
Idea 1 Write up a plan
Idea 2 Tie social media to your business and customer objectives
Idea 3 Identify and target your community
Idea 4 Sign up for free Listening tools if you havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (twitter) for content inspiration
Idea 6 Vary your content and keep target audience in mind
Idea 7 Avoid pushing the same content to all your platforms
Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
Idea 9 Take advantage of in-person interaction to deepen relationships
Idea 10 Select key performance indicators based on your objectives
Confidential42 9252012
Global Marketing
Make time for social media
43 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential44 9252012
Global Marketing45 Confidential 9252012
Thank You
QampA
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
wwwslidesharenetDellSMBdell-smb-socialmediatoolkit
The guide includesbull How to develop a social media strategy
bull Creating social media guidelines
bull Best practices and case studies
bull Choosing your social media channels
bull Measurement and influence
bull Tips from social media experts
bull Practical advice to get started
Available online
Global Marketing
Fish where the fish arehellip
24 Confidential
Global Marketing
Where Broad use social media platforms
Confidential25
Global Marketing
Letrsquos start engaginghellip
26 Confidential 9252012
Global Marketing
Engagement pyramid
Confidential27 9252012
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential28 9252012
Global Marketing
Engagement Ideas to get startedhellip
Facebookbull Likebull Commentbull Post link to an article of interestbull Check inTwitterbull ReTweet relevant useful contentbull Reply promptly bull Twitter events with hashtagLinkedInbull Recommend a team memberbull Provide status updateBlogsbull Comment on relevant blogsSlidesharebull Upload most recent relevant presentationbull Tweet andor post on facebook that you uploaded presentation
Confidential29 9252012
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential30
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential31 9252012
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs on Googlecomreader
Confidential32 9252012
Global Marketing
Google Reader
Confidential33 9252012
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential34 9252012
Global Marketing
Schedule posts via BufferAppcom
bull Idea 7 Avoid pushing the same content to all your platforms
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential35
Global Marketing
Increase fans amp followers
36 Confidential 9252012
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential37 9252012
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential38
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential39 9252012
Global Marketing
Measuring
40 Confidential 9252012
Global Marketing41
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message
delivery sentiment recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
Top Ten Ideas
Idea 1 Write up a plan
Idea 2 Tie social media to your business and customer objectives
Idea 3 Identify and target your community
Idea 4 Sign up for free Listening tools if you havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (twitter) for content inspiration
Idea 6 Vary your content and keep target audience in mind
Idea 7 Avoid pushing the same content to all your platforms
Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
Idea 9 Take advantage of in-person interaction to deepen relationships
Idea 10 Select key performance indicators based on your objectives
Confidential42 9252012
Global Marketing
Make time for social media
43 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential44 9252012
Global Marketing45 Confidential 9252012
Thank You
QampA
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
wwwslidesharenetDellSMBdell-smb-socialmediatoolkit
The guide includesbull How to develop a social media strategy
bull Creating social media guidelines
bull Best practices and case studies
bull Choosing your social media channels
bull Measurement and influence
bull Tips from social media experts
bull Practical advice to get started
Available online
Global Marketing
Where Broad use social media platforms
Confidential25
Global Marketing
Letrsquos start engaginghellip
26 Confidential 9252012
Global Marketing
Engagement pyramid
Confidential27 9252012
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential28 9252012
Global Marketing
Engagement Ideas to get startedhellip
Facebookbull Likebull Commentbull Post link to an article of interestbull Check inTwitterbull ReTweet relevant useful contentbull Reply promptly bull Twitter events with hashtagLinkedInbull Recommend a team memberbull Provide status updateBlogsbull Comment on relevant blogsSlidesharebull Upload most recent relevant presentationbull Tweet andor post on facebook that you uploaded presentation
Confidential29 9252012
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential30
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential31 9252012
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs on Googlecomreader
Confidential32 9252012
Global Marketing
Google Reader
Confidential33 9252012
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential34 9252012
Global Marketing
Schedule posts via BufferAppcom
bull Idea 7 Avoid pushing the same content to all your platforms
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential35
Global Marketing
Increase fans amp followers
36 Confidential 9252012
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential37 9252012
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential38
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential39 9252012
Global Marketing
Measuring
40 Confidential 9252012
Global Marketing41
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message
delivery sentiment recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
Top Ten Ideas
Idea 1 Write up a plan
Idea 2 Tie social media to your business and customer objectives
Idea 3 Identify and target your community
Idea 4 Sign up for free Listening tools if you havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (twitter) for content inspiration
Idea 6 Vary your content and keep target audience in mind
Idea 7 Avoid pushing the same content to all your platforms
Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
Idea 9 Take advantage of in-person interaction to deepen relationships
Idea 10 Select key performance indicators based on your objectives
Confidential42 9252012
Global Marketing
Make time for social media
43 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential44 9252012
Global Marketing45 Confidential 9252012
Thank You
QampA
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
wwwslidesharenetDellSMBdell-smb-socialmediatoolkit
The guide includesbull How to develop a social media strategy
bull Creating social media guidelines
bull Best practices and case studies
bull Choosing your social media channels
bull Measurement and influence
bull Tips from social media experts
bull Practical advice to get started
Available online
Global Marketing
Letrsquos start engaginghellip
26 Confidential 9252012
Global Marketing
Engagement pyramid
Confidential27 9252012
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential28 9252012
Global Marketing
Engagement Ideas to get startedhellip
Facebookbull Likebull Commentbull Post link to an article of interestbull Check inTwitterbull ReTweet relevant useful contentbull Reply promptly bull Twitter events with hashtagLinkedInbull Recommend a team memberbull Provide status updateBlogsbull Comment on relevant blogsSlidesharebull Upload most recent relevant presentationbull Tweet andor post on facebook that you uploaded presentation
Confidential29 9252012
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential30
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential31 9252012
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs on Googlecomreader
Confidential32 9252012
Global Marketing
Google Reader
Confidential33 9252012
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential34 9252012
Global Marketing
Schedule posts via BufferAppcom
bull Idea 7 Avoid pushing the same content to all your platforms
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential35
Global Marketing
Increase fans amp followers
36 Confidential 9252012
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential37 9252012
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential38
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential39 9252012
Global Marketing
Measuring
40 Confidential 9252012
Global Marketing41
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message
delivery sentiment recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
Top Ten Ideas
Idea 1 Write up a plan
Idea 2 Tie social media to your business and customer objectives
Idea 3 Identify and target your community
Idea 4 Sign up for free Listening tools if you havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (twitter) for content inspiration
Idea 6 Vary your content and keep target audience in mind
Idea 7 Avoid pushing the same content to all your platforms
Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
Idea 9 Take advantage of in-person interaction to deepen relationships
Idea 10 Select key performance indicators based on your objectives
Confidential42 9252012
Global Marketing
Make time for social media
43 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential44 9252012
Global Marketing45 Confidential 9252012
Thank You
QampA
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
wwwslidesharenetDellSMBdell-smb-socialmediatoolkit
The guide includesbull How to develop a social media strategy
bull Creating social media guidelines
bull Best practices and case studies
bull Choosing your social media channels
bull Measurement and influence
bull Tips from social media experts
bull Practical advice to get started
Available online
Global Marketing
Engagement pyramid
Confidential27 9252012
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential28 9252012
Global Marketing
Engagement Ideas to get startedhellip
Facebookbull Likebull Commentbull Post link to an article of interestbull Check inTwitterbull ReTweet relevant useful contentbull Reply promptly bull Twitter events with hashtagLinkedInbull Recommend a team memberbull Provide status updateBlogsbull Comment on relevant blogsSlidesharebull Upload most recent relevant presentationbull Tweet andor post on facebook that you uploaded presentation
Confidential29 9252012
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential30
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential31 9252012
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs on Googlecomreader
Confidential32 9252012
Global Marketing
Google Reader
Confidential33 9252012
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential34 9252012
Global Marketing
Schedule posts via BufferAppcom
bull Idea 7 Avoid pushing the same content to all your platforms
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential35
Global Marketing
Increase fans amp followers
36 Confidential 9252012
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential37 9252012
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential38
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential39 9252012
Global Marketing
Measuring
40 Confidential 9252012
Global Marketing41
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message
delivery sentiment recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
Top Ten Ideas
Idea 1 Write up a plan
Idea 2 Tie social media to your business and customer objectives
Idea 3 Identify and target your community
Idea 4 Sign up for free Listening tools if you havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (twitter) for content inspiration
Idea 6 Vary your content and keep target audience in mind
Idea 7 Avoid pushing the same content to all your platforms
Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
Idea 9 Take advantage of in-person interaction to deepen relationships
Idea 10 Select key performance indicators based on your objectives
Confidential42 9252012
Global Marketing
Make time for social media
43 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential44 9252012
Global Marketing45 Confidential 9252012
Thank You
QampA
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
wwwslidesharenetDellSMBdell-smb-socialmediatoolkit
The guide includesbull How to develop a social media strategy
bull Creating social media guidelines
bull Best practices and case studies
bull Choosing your social media channels
bull Measurement and influence
bull Tips from social media experts
bull Practical advice to get started
Available online
Global Marketing
Standard conversation values for engagement
bull Authenticbull Personalbull Transparentbull Inclusivebull Honestbull Conversationalbull Educational
Itrsquos not just about being outthere and participating itrsquos about being authentic andbringing value
Confidential28 9252012
Global Marketing
Engagement Ideas to get startedhellip
Facebookbull Likebull Commentbull Post link to an article of interestbull Check inTwitterbull ReTweet relevant useful contentbull Reply promptly bull Twitter events with hashtagLinkedInbull Recommend a team memberbull Provide status updateBlogsbull Comment on relevant blogsSlidesharebull Upload most recent relevant presentationbull Tweet andor post on facebook that you uploaded presentation
Confidential29 9252012
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential30
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential31 9252012
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs on Googlecomreader
Confidential32 9252012
Global Marketing
Google Reader
Confidential33 9252012
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential34 9252012
Global Marketing
Schedule posts via BufferAppcom
bull Idea 7 Avoid pushing the same content to all your platforms
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential35
Global Marketing
Increase fans amp followers
36 Confidential 9252012
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential37 9252012
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential38
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential39 9252012
Global Marketing
Measuring
40 Confidential 9252012
Global Marketing41
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message
delivery sentiment recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
Top Ten Ideas
Idea 1 Write up a plan
Idea 2 Tie social media to your business and customer objectives
Idea 3 Identify and target your community
Idea 4 Sign up for free Listening tools if you havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (twitter) for content inspiration
Idea 6 Vary your content and keep target audience in mind
Idea 7 Avoid pushing the same content to all your platforms
Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
Idea 9 Take advantage of in-person interaction to deepen relationships
Idea 10 Select key performance indicators based on your objectives
Confidential42 9252012
Global Marketing
Make time for social media
43 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential44 9252012
Global Marketing45 Confidential 9252012
Thank You
QampA
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
wwwslidesharenetDellSMBdell-smb-socialmediatoolkit
The guide includesbull How to develop a social media strategy
bull Creating social media guidelines
bull Best practices and case studies
bull Choosing your social media channels
bull Measurement and influence
bull Tips from social media experts
bull Practical advice to get started
Available online
Global Marketing
Engagement Ideas to get startedhellip
Facebookbull Likebull Commentbull Post link to an article of interestbull Check inTwitterbull ReTweet relevant useful contentbull Reply promptly bull Twitter events with hashtagLinkedInbull Recommend a team memberbull Provide status updateBlogsbull Comment on relevant blogsSlidesharebull Upload most recent relevant presentationbull Tweet andor post on facebook that you uploaded presentation
Confidential29 9252012
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential30
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential31 9252012
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs on Googlecomreader
Confidential32 9252012
Global Marketing
Google Reader
Confidential33 9252012
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential34 9252012
Global Marketing
Schedule posts via BufferAppcom
bull Idea 7 Avoid pushing the same content to all your platforms
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential35
Global Marketing
Increase fans amp followers
36 Confidential 9252012
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential37 9252012
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential38
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential39 9252012
Global Marketing
Measuring
40 Confidential 9252012
Global Marketing41
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message
delivery sentiment recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
Top Ten Ideas
Idea 1 Write up a plan
Idea 2 Tie social media to your business and customer objectives
Idea 3 Identify and target your community
Idea 4 Sign up for free Listening tools if you havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (twitter) for content inspiration
Idea 6 Vary your content and keep target audience in mind
Idea 7 Avoid pushing the same content to all your platforms
Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
Idea 9 Take advantage of in-person interaction to deepen relationships
Idea 10 Select key performance indicators based on your objectives
Confidential42 9252012
Global Marketing
Make time for social media
43 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential44 9252012
Global Marketing45 Confidential 9252012
Thank You
QampA
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
wwwslidesharenetDellSMBdell-smb-socialmediatoolkit
The guide includesbull How to develop a social media strategy
bull Creating social media guidelines
bull Best practices and case studies
bull Choosing your social media channels
bull Measurement and influence
bull Tips from social media experts
bull Practical advice to get started
Available online
Global Marketing
Develop compelling content and make it shareable
Source httpbloghubspotcomblogtabid6307bid1435360-of-Social-Media-Messages-are-Links-to-Published-Content-Dataaspx
Confidential30
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential31 9252012
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs on Googlecomreader
Confidential32 9252012
Global Marketing
Google Reader
Confidential33 9252012
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential34 9252012
Global Marketing
Schedule posts via BufferAppcom
bull Idea 7 Avoid pushing the same content to all your platforms
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential35
Global Marketing
Increase fans amp followers
36 Confidential 9252012
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential37 9252012
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential38
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential39 9252012
Global Marketing
Measuring
40 Confidential 9252012
Global Marketing41
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message
delivery sentiment recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
Top Ten Ideas
Idea 1 Write up a plan
Idea 2 Tie social media to your business and customer objectives
Idea 3 Identify and target your community
Idea 4 Sign up for free Listening tools if you havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (twitter) for content inspiration
Idea 6 Vary your content and keep target audience in mind
Idea 7 Avoid pushing the same content to all your platforms
Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
Idea 9 Take advantage of in-person interaction to deepen relationships
Idea 10 Select key performance indicators based on your objectives
Confidential42 9252012
Global Marketing
Make time for social media
43 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential44 9252012
Global Marketing45 Confidential 9252012
Thank You
QampA
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
wwwslidesharenetDellSMBdell-smb-socialmediatoolkit
The guide includesbull How to develop a social media strategy
bull Creating social media guidelines
bull Best practices and case studies
bull Choosing your social media channels
bull Measurement and influence
bull Tips from social media experts
bull Practical advice to get started
Available online
Global Marketing
Content rules ndash 8020
bull People more likely to do business with a friend
bull You need to make friends to influence people
bull Follow 8020 rule 80 to support others and 20 self promotion
bull Being real on social media makes 80 target easy to reach
bull When you share a great article or blog post use their twitter name
Confidential31 9252012
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs on Googlecomreader
Confidential32 9252012
Global Marketing
Google Reader
Confidential33 9252012
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential34 9252012
Global Marketing
Schedule posts via BufferAppcom
bull Idea 7 Avoid pushing the same content to all your platforms
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential35
Global Marketing
Increase fans amp followers
36 Confidential 9252012
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential37 9252012
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential38
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential39 9252012
Global Marketing
Measuring
40 Confidential 9252012
Global Marketing41
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message
delivery sentiment recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
Top Ten Ideas
Idea 1 Write up a plan
Idea 2 Tie social media to your business and customer objectives
Idea 3 Identify and target your community
Idea 4 Sign up for free Listening tools if you havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (twitter) for content inspiration
Idea 6 Vary your content and keep target audience in mind
Idea 7 Avoid pushing the same content to all your platforms
Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
Idea 9 Take advantage of in-person interaction to deepen relationships
Idea 10 Select key performance indicators based on your objectives
Confidential42 9252012
Global Marketing
Make time for social media
43 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential44 9252012
Global Marketing45 Confidential 9252012
Thank You
QampA
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
wwwslidesharenetDellSMBdell-smb-socialmediatoolkit
The guide includesbull How to develop a social media strategy
bull Creating social media guidelines
bull Best practices and case studies
bull Choosing your social media channels
bull Measurement and influence
bull Tips from social media experts
bull Practical advice to get started
Available online
Global Marketing
Identifying good content to share
bull Idea 5 Follow lizstrauss (twitter)
ndash What publications do you already read
rsaquo Follow their Twitter account
ndash Follow customers partners and your industry thought leaders
ndash Follow industry experts and thought leaders in social media
ndash Stay up to date with industry blogs on Googlecomreader
Confidential32 9252012
Global Marketing
Google Reader
Confidential33 9252012
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential34 9252012
Global Marketing
Schedule posts via BufferAppcom
bull Idea 7 Avoid pushing the same content to all your platforms
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential35
Global Marketing
Increase fans amp followers
36 Confidential 9252012
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential37 9252012
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential38
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential39 9252012
Global Marketing
Measuring
40 Confidential 9252012
Global Marketing41
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message
delivery sentiment recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
Top Ten Ideas
Idea 1 Write up a plan
Idea 2 Tie social media to your business and customer objectives
Idea 3 Identify and target your community
Idea 4 Sign up for free Listening tools if you havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (twitter) for content inspiration
Idea 6 Vary your content and keep target audience in mind
Idea 7 Avoid pushing the same content to all your platforms
Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
Idea 9 Take advantage of in-person interaction to deepen relationships
Idea 10 Select key performance indicators based on your objectives
Confidential42 9252012
Global Marketing
Make time for social media
43 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential44 9252012
Global Marketing45 Confidential 9252012
Thank You
QampA
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
wwwslidesharenetDellSMBdell-smb-socialmediatoolkit
The guide includesbull How to develop a social media strategy
bull Creating social media guidelines
bull Best practices and case studies
bull Choosing your social media channels
bull Measurement and influence
bull Tips from social media experts
bull Practical advice to get started
Available online
Global Marketing
Google Reader
Confidential33 9252012
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential34 9252012
Global Marketing
Schedule posts via BufferAppcom
bull Idea 7 Avoid pushing the same content to all your platforms
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential35
Global Marketing
Increase fans amp followers
36 Confidential 9252012
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential37 9252012
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential38
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential39 9252012
Global Marketing
Measuring
40 Confidential 9252012
Global Marketing41
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message
delivery sentiment recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
Top Ten Ideas
Idea 1 Write up a plan
Idea 2 Tie social media to your business and customer objectives
Idea 3 Identify and target your community
Idea 4 Sign up for free Listening tools if you havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (twitter) for content inspiration
Idea 6 Vary your content and keep target audience in mind
Idea 7 Avoid pushing the same content to all your platforms
Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
Idea 9 Take advantage of in-person interaction to deepen relationships
Idea 10 Select key performance indicators based on your objectives
Confidential42 9252012
Global Marketing
Make time for social media
43 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential44 9252012
Global Marketing45 Confidential 9252012
Thank You
QampA
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
wwwslidesharenetDellSMBdell-smb-socialmediatoolkit
The guide includesbull How to develop a social media strategy
bull Creating social media guidelines
bull Best practices and case studies
bull Choosing your social media channels
bull Measurement and influence
bull Tips from social media experts
bull Practical advice to get started
Available online
Global Marketing
Online curated sites for relevant content
Idea 6 Vary your content and keep target audience in mind
Lionel Menchacarsquos Dellrsquos Chief Blogger recommendation techmeme
Guy Kawasaki recommendationsSmartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendationLinkedIn TodayLinkedInToday (twitter)
Confidential34 9252012
Global Marketing
Schedule posts via BufferAppcom
bull Idea 7 Avoid pushing the same content to all your platforms
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential35
Global Marketing
Increase fans amp followers
36 Confidential 9252012
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential37 9252012
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential38
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential39 9252012
Global Marketing
Measuring
40 Confidential 9252012
Global Marketing41
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message
delivery sentiment recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
Top Ten Ideas
Idea 1 Write up a plan
Idea 2 Tie social media to your business and customer objectives
Idea 3 Identify and target your community
Idea 4 Sign up for free Listening tools if you havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (twitter) for content inspiration
Idea 6 Vary your content and keep target audience in mind
Idea 7 Avoid pushing the same content to all your platforms
Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
Idea 9 Take advantage of in-person interaction to deepen relationships
Idea 10 Select key performance indicators based on your objectives
Confidential42 9252012
Global Marketing
Make time for social media
43 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential44 9252012
Global Marketing45 Confidential 9252012
Thank You
QampA
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
wwwslidesharenetDellSMBdell-smb-socialmediatoolkit
The guide includesbull How to develop a social media strategy
bull Creating social media guidelines
bull Best practices and case studies
bull Choosing your social media channels
bull Measurement and influence
bull Tips from social media experts
bull Practical advice to get started
Available online
Global Marketing
Schedule posts via BufferAppcom
bull Idea 7 Avoid pushing the same content to all your platforms
bull Buffer Available for Twitter Facebook amp LinkedIn
Confidential35
Global Marketing
Increase fans amp followers
36 Confidential 9252012
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential37 9252012
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential38
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential39 9252012
Global Marketing
Measuring
40 Confidential 9252012
Global Marketing41
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message
delivery sentiment recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
Top Ten Ideas
Idea 1 Write up a plan
Idea 2 Tie social media to your business and customer objectives
Idea 3 Identify and target your community
Idea 4 Sign up for free Listening tools if you havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (twitter) for content inspiration
Idea 6 Vary your content and keep target audience in mind
Idea 7 Avoid pushing the same content to all your platforms
Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
Idea 9 Take advantage of in-person interaction to deepen relationships
Idea 10 Select key performance indicators based on your objectives
Confidential42 9252012
Global Marketing
Make time for social media
43 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential44 9252012
Global Marketing45 Confidential 9252012
Thank You
QampA
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
wwwslidesharenetDellSMBdell-smb-socialmediatoolkit
The guide includesbull How to develop a social media strategy
bull Creating social media guidelines
bull Best practices and case studies
bull Choosing your social media channels
bull Measurement and influence
bull Tips from social media experts
bull Practical advice to get started
Available online
Global Marketing
Increase fans amp followers
36 Confidential 9252012
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential37 9252012
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential38
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential39 9252012
Global Marketing
Measuring
40 Confidential 9252012
Global Marketing41
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message
delivery sentiment recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
Top Ten Ideas
Idea 1 Write up a plan
Idea 2 Tie social media to your business and customer objectives
Idea 3 Identify and target your community
Idea 4 Sign up for free Listening tools if you havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (twitter) for content inspiration
Idea 6 Vary your content and keep target audience in mind
Idea 7 Avoid pushing the same content to all your platforms
Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
Idea 9 Take advantage of in-person interaction to deepen relationships
Idea 10 Select key performance indicators based on your objectives
Confidential42 9252012
Global Marketing
Make time for social media
43 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential44 9252012
Global Marketing45 Confidential 9252012
Thank You
QampA
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
wwwslidesharenetDellSMBdell-smb-socialmediatoolkit
The guide includesbull How to develop a social media strategy
bull Creating social media guidelines
bull Best practices and case studies
bull Choosing your social media channels
bull Measurement and influence
bull Tips from social media experts
bull Practical advice to get started
Available online
Global Marketing
Increasing fans and followers
bull Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
ndash Keep asking questions
ndash Create virtual projectsrsaquo Brainstorming for a campaign or raising $$ for disaster relief
ndash Celebrate follower activities amp achievements
ndash Add valuersaquo Give sneak peeks exclusive content and special promotions
ndash Complete the circlersaquo Tie off the communication Thank them for reaching out and ask if
you can be of additional assistance
Confidential37 9252012
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential38
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential39 9252012
Global Marketing
Measuring
40 Confidential 9252012
Global Marketing41
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message
delivery sentiment recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
Top Ten Ideas
Idea 1 Write up a plan
Idea 2 Tie social media to your business and customer objectives
Idea 3 Identify and target your community
Idea 4 Sign up for free Listening tools if you havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (twitter) for content inspiration
Idea 6 Vary your content and keep target audience in mind
Idea 7 Avoid pushing the same content to all your platforms
Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
Idea 9 Take advantage of in-person interaction to deepen relationships
Idea 10 Select key performance indicators based on your objectives
Confidential42 9252012
Global Marketing
Make time for social media
43 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential44 9252012
Global Marketing45 Confidential 9252012
Thank You
QampA
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
wwwslidesharenetDellSMBdell-smb-socialmediatoolkit
The guide includesbull How to develop a social media strategy
bull Creating social media guidelines
bull Best practices and case studies
bull Choosing your social media channels
bull Measurement and influence
bull Tips from social media experts
bull Practical advice to get started
Available online
Global Marketing
Build stronger relationships by bridging social amp in-person
bull Idea 9 Take advantage of in-person interaction to deepen relationships
bull Events are powerful opportunities to build relationships
bull Recommended tools Twitter amp Slideshare
ndash Offer inside access by ldquolive-tweetingrdquo during the event amp use hashtagndash Join conversations to share your thoughts and opinionsndash Connect with influencers attending or covering the eventndash Post-event share presentations on Slideshare
Confidential38
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential39 9252012
Global Marketing
Measuring
40 Confidential 9252012
Global Marketing41
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message
delivery sentiment recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
Top Ten Ideas
Idea 1 Write up a plan
Idea 2 Tie social media to your business and customer objectives
Idea 3 Identify and target your community
Idea 4 Sign up for free Listening tools if you havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (twitter) for content inspiration
Idea 6 Vary your content and keep target audience in mind
Idea 7 Avoid pushing the same content to all your platforms
Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
Idea 9 Take advantage of in-person interaction to deepen relationships
Idea 10 Select key performance indicators based on your objectives
Confidential42 9252012
Global Marketing
Make time for social media
43 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential44 9252012
Global Marketing45 Confidential 9252012
Thank You
QampA
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
wwwslidesharenetDellSMBdell-smb-socialmediatoolkit
The guide includesbull How to develop a social media strategy
bull Creating social media guidelines
bull Best practices and case studies
bull Choosing your social media channels
bull Measurement and influence
bull Tips from social media experts
bull Practical advice to get started
Available online
Global Marketing
What the heck is a hashtag
bull Relevant keyword or phrase prefixed with the symbol (no spaces)
bull Objective categorize on common topics amp allows search
bull Searching by hashtag allows you to see all conversations
bull Hashtags are extremely popular at events It allows likeminded folks to connect plus share conference insights to the outside world
Remindersbull Before you publish a new hashtag check amp see if it is
being usedbull Keep it short Only 140 characters in Twitterbull Publish out your hashtag everywhere before events
Confidential39 9252012
Global Marketing
Measuring
40 Confidential 9252012
Global Marketing41
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message
delivery sentiment recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
Top Ten Ideas
Idea 1 Write up a plan
Idea 2 Tie social media to your business and customer objectives
Idea 3 Identify and target your community
Idea 4 Sign up for free Listening tools if you havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (twitter) for content inspiration
Idea 6 Vary your content and keep target audience in mind
Idea 7 Avoid pushing the same content to all your platforms
Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
Idea 9 Take advantage of in-person interaction to deepen relationships
Idea 10 Select key performance indicators based on your objectives
Confidential42 9252012
Global Marketing
Make time for social media
43 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential44 9252012
Global Marketing45 Confidential 9252012
Thank You
QampA
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
wwwslidesharenetDellSMBdell-smb-socialmediatoolkit
The guide includesbull How to develop a social media strategy
bull Creating social media guidelines
bull Best practices and case studies
bull Choosing your social media channels
bull Measurement and influence
bull Tips from social media experts
bull Practical advice to get started
Available online
Global Marketing
Measuring
40 Confidential 9252012
Global Marketing41
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message
delivery sentiment recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
Top Ten Ideas
Idea 1 Write up a plan
Idea 2 Tie social media to your business and customer objectives
Idea 3 Identify and target your community
Idea 4 Sign up for free Listening tools if you havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (twitter) for content inspiration
Idea 6 Vary your content and keep target audience in mind
Idea 7 Avoid pushing the same content to all your platforms
Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
Idea 9 Take advantage of in-person interaction to deepen relationships
Idea 10 Select key performance indicators based on your objectives
Confidential42 9252012
Global Marketing
Make time for social media
43 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential44 9252012
Global Marketing45 Confidential 9252012
Thank You
QampA
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
wwwslidesharenetDellSMBdell-smb-socialmediatoolkit
The guide includesbull How to develop a social media strategy
bull Creating social media guidelines
bull Best practices and case studies
bull Choosing your social media channels
bull Measurement and influence
bull Tips from social media experts
bull Practical advice to get started
Available online
Global Marketing41
No single measurement for social media successbull Idea 10 Select key performance indicators based on your objectives
Confidential
InfluenceEx page likesshares external
RTs of subscribers
AwarenessEx Monthly gross impressions
of fansfollowers
AdvocacyEx Message
delivery sentiment recommendations
EngagementEx Total interactions fan
photosvideos engaged on page commentsposts
Global Marketing
Top Ten Ideas
Idea 1 Write up a plan
Idea 2 Tie social media to your business and customer objectives
Idea 3 Identify and target your community
Idea 4 Sign up for free Listening tools if you havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (twitter) for content inspiration
Idea 6 Vary your content and keep target audience in mind
Idea 7 Avoid pushing the same content to all your platforms
Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
Idea 9 Take advantage of in-person interaction to deepen relationships
Idea 10 Select key performance indicators based on your objectives
Confidential42 9252012
Global Marketing
Make time for social media
43 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential44 9252012
Global Marketing45 Confidential 9252012
Thank You
QampA
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
wwwslidesharenetDellSMBdell-smb-socialmediatoolkit
The guide includesbull How to develop a social media strategy
bull Creating social media guidelines
bull Best practices and case studies
bull Choosing your social media channels
bull Measurement and influence
bull Tips from social media experts
bull Practical advice to get started
Available online
Global Marketing
Top Ten Ideas
Idea 1 Write up a plan
Idea 2 Tie social media to your business and customer objectives
Idea 3 Identify and target your community
Idea 4 Sign up for free Listening tools if you havenrsquot alreadyhellip
Idea 5 Follow Lizstrauss (twitter) for content inspiration
Idea 6 Vary your content and keep target audience in mind
Idea 7 Avoid pushing the same content to all your platforms
Idea 8 Adopt a relationship mindset Just as you do with your friends engage fans and followers in meaningful ways
Idea 9 Take advantage of in-person interaction to deepen relationships
Idea 10 Select key performance indicators based on your objectives
Confidential42 9252012
Global Marketing
Make time for social media
43 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential44 9252012
Global Marketing45 Confidential 9252012
Thank You
QampA
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
wwwslidesharenetDellSMBdell-smb-socialmediatoolkit
The guide includesbull How to develop a social media strategy
bull Creating social media guidelines
bull Best practices and case studies
bull Choosing your social media channels
bull Measurement and influence
bull Tips from social media experts
bull Practical advice to get started
Available online
Global Marketing
Make time for social media
43 Confidential
bull Add 30 minutes to your calendar 2x a week to listen or engage in social media
bull Donrsquot go overboard ndash just start with 1-2 platforms
bull Download social applications to your phone
bull Find a social media mentor
bull After a customer meeting thank the customer in social media
bull Use relevant hashtags to connect with event attendees speakers etc
Global Marketing
When you rock the world pays attentionhellip
Confidential44 9252012
Global Marketing45 Confidential 9252012
Thank You
QampA
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
wwwslidesharenetDellSMBdell-smb-socialmediatoolkit
The guide includesbull How to develop a social media strategy
bull Creating social media guidelines
bull Best practices and case studies
bull Choosing your social media channels
bull Measurement and influence
bull Tips from social media experts
bull Practical advice to get started
Available online
Global Marketing
When you rock the world pays attentionhellip
Confidential44 9252012
Global Marketing45 Confidential 9252012
Thank You
QampA
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
wwwslidesharenetDellSMBdell-smb-socialmediatoolkit
The guide includesbull How to develop a social media strategy
bull Creating social media guidelines
bull Best practices and case studies
bull Choosing your social media channels
bull Measurement and influence
bull Tips from social media experts
bull Practical advice to get started
Available online
Global Marketing45 Confidential 9252012
Thank You
QampA
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
wwwslidesharenetDellSMBdell-smb-socialmediatoolkit
The guide includesbull How to develop a social media strategy
bull Creating social media guidelines
bull Best practices and case studies
bull Choosing your social media channels
bull Measurement and influence
bull Tips from social media experts
bull Practical advice to get started
Available online
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
wwwslidesharenetDellSMBdell-smb-socialmediatoolkit
The guide includesbull How to develop a social media strategy
bull Creating social media guidelines
bull Best practices and case studies
bull Choosing your social media channels
bull Measurement and influence
bull Tips from social media experts
bull Practical advice to get started
Available online