empowering your virtual voice
DESCRIPTION
Liz Brown Bullock, Director of Social Media & Community, Dell, discusses how you can successfully find your virtual voice with ten ideas strategically starting off to more in depth tips on content curation and building influencer relationships. Presented at the Women’s Empowerment Conference 2012 in San Diego, CA. #socialmedia #socialmediatrainingTRANSCRIPT
Empowering Your Virtual Voice
Liz Brown Bullock, Director Social Media & Community, Dell@lizbbullock#wec2012
Global Marketing2 Confidential 04/12/2023
Business is socializing with purpose
Graphic thanks to Gapingvoid.com Hugh MacLeod
Global Marketing3 Confidential
August 2006Blog outreach expands beyond tech Support
August 2006Blog outreach expands beyond tech support
December 2006Ratings and reviews on Dell.com
July 2006Direct2Dell launchedToday Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese.
February 2006Michael Dell AsksWhy don’t we reach out and help bloggers with tech support issues?
January 2007StudioDell launchedDell’s 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, “These conversations are going to occur whether you like it or not. Do you want to be part of that or not? My argument is you absolutely do. You can learn from them. You can improve your reaction time. And you can be a better company by listening and being involved in that conversation.”
November 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 $0.5M 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 $6.5 M
December 2009Huffington Post Blog
China Micro-Blogging
2006 2007 2008 2009 2010 2011
October 20101Altimeter recognizes Dell with
“Open 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 launched/5,000 teammembers trained byend of year(Aug.)
March 2010 Launch @DellCares; today 24/7 11 languages
Dec 2010 launched
Social Media Listening
Command Center
Five year journey of embedding social to be a better business
Global Marketing
A tool to be leveraged across the fabric of the company: different functions, uses and values
Product Development
• Feedback Loop• Early Warning• New Product Ideation
Marketing
• Demand Forecast• Lead Generation• Message Reach
Online Presence
• Ratings & Reviews• Communities• Customer Stories
Sales
• Collaboration• Thought Leadership• Blogs
Customer Service
• Listening• Support Widgets• Outreach
Communication
• Rich Media• Brand Reputation• Influence• Reputation
Global MarketingConfidential5 04/12/2023
How companies organize for social media:
• Holistic: Everyone is in customer service and support and any employee who wants to be social is enabled
• Dell & Best Buy’s Twelpforce are examples
Source: Survey of 140 Corporate Social Strategists, Altimeter Group, November 2010
Global Marketing6
Empowering employees: Social Media & Community University
Confidential
Policy
Principles
Governance
Training & tools
Global Marketing
This discussion will cover…
How Social Media is changing our
landscape
Planning: 10 tips to get you started & keep you going!
Confidential7
Global Marketing
What is social media?
• Any tool or service that uses Internet to facilitate conversations
• Words, pictures, video, audio, experiences,
observations, opinions, news and insights
• Connections and collaborations between friends, peers, and influencers
• The redistribution of influence
• An opportunity and privilege
- Brian Solis, “Engage!”Confidential8
Global Marketing9
The Social Media Revolution
Video Thanks to Erik QualmanSource: http://www.youtube.com/watch?v=0eUeL3n7fDs&feature=related
Global MarketingConfidential10 04/12/2023
Social Media is reinventing how business is doneRed Robin, Gourmet Burgers
• 460-restaurant chain used internal social network to launch new sandwiches
• Traditional 6 month process: mailing spiral-bound books, getting feedback, etc
• Taught managers recipes, fastest way to make them all via video & online in days
Companies are using social to:
• Build teams that solve problems faster• Share information among employees, partners & customers• Bring customer ideas & input in to the company
Global MarketingConfidential11 04/12/2023
Customers want to interact
• 93% of Americans believe a company should have a social media presence
• 85% believe a company should be active with customers in social media
• 56% feel a stronger connection with companies they interact within in social media
Source: Cone Research of 1000+ Americans, September 2008
Global Marketing12 Confidential 04/12/2023
Planning
Global MarketingConfidential13 04/12/2023
Your social strategy needs as much forethought as any other business process
1. Planning
2. Listening
3. Engaging
4. Measuring
Tip 1: Write up a plan According to CRM industryanalyst, Brent Leary:
“Strategic users are almost 3xs more likely to executeactivities for engaging prospectsthan informal users (53% vs. 19%)”
Source: Brent Leary’s Strategically Social: 5 Keys to Becoming a Social Business
Global MarketingConfidential14 04/12/2023
Questions to Ask in the Planning Stage:
• What are the organizations’ goals?• What is the business plan?• What is the current relationship with our customers?• 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
I think it starts with understanding what the organization’s goals are…part of the problem is that too many people want to jump into a Facebook “strategy” or a Twitter “strategy” – Shel Holtz
Source: Shel Holtz: http://labs.openviewpartners.com/shel-holtz-talks-content-and-social-strategies/
Global MarketingConfidential15 04/12/2023
Embedding social to Dell’s purpose:
• Deepening our customer relationships and helping our customers thrive
• Dell encourages thoughtful and customer focused interactions at every touch point
Global Marketing16
Listening
Confidential
Global MarketingConfidential17 04/12/2023
Questions to Ask in the Listening Stage
Tip 3: Identify and target your community
• Any social strategy first begins with listening to feed & inform your strategic plan
• Listening should be for conversations about the company, product(s), category, competitors and the industry
• By listening, you gain insights on what people are talking about & how they talk about companies and products
– What are people saying about your brand?– What are the popular topics about your brand?– Who are the advocates, detractors and influencers in your industry?– Where are the conversations happening?
Global Marketing
Dell’s Social Media Listening Command Center25,000 posts a day
Global Marketing
Listening report: 2012 Egyptian Elections
19 Confidential
Global Marketing20
Listening to conversations: free tools
Confidential
Twitter.com/Search Google.com/Alerts Socialmention.com
Tip 4: Sign up for free Listening tools if you haven’t already…
Global MarketingConfidential21
Listening to conversations: Twitter search
Global MarketingConfidential22
Listening to conversations: Google.com/Alerts
Global MarketingConfidential23
Listening to conversations: Socialmention.com
Google.com/Alerts
Global Marketing24 Confidential
Fish where the fish are…
Global Marketing
Where? Broad use social media platforms
Confidential25
Global Marketing26 Confidential 04/12/2023
Let’s start engaging…
Global MarketingConfidential27 04/12/2023
Engagement pyramid
Global MarketingConfidential28 04/12/2023
Standard conversation values for engagement:
• Authentic• Personal• Transparent• Inclusive• Honest• Conversational• Educational
It’s not just about being outthere and participating, it’s about being authentic andbringing value
Global MarketingConfidential29 04/12/2023
Engagement Ideas to get started…
Facebook• Like• Comment• Post link to an article of interest• Check inTwitter• ReTweet relevant, useful content• Reply promptly • Twitter events with hashtagLinkedIn• Recommend a team member• Provide status updateBlogs• Comment on relevant blogsSlideshare• Upload most recent, relevant presentation• Tweet and/or post on facebook that you uploaded presentation
Global Marketing
Develop compelling content and make it shareable
Source: http://blog.hubspot.com/blog/tabid/6307/bid/14353/60-of-Social-Media-Messages-are-Links-to-Published-Content-Data.aspx
Confidential30
Global MarketingConfidential31 04/12/2023
Content rules – 80/20
• People more likely to do business with a friend
• You need to make friends to influence people
• Follow 80/20 rule: 80% to support others and 20% self promotion
• Being real on social media makes 80% target easy to reach
• When you share a great article or blog post, use their twitter name
Global MarketingConfidential32 04/12/2023
Identifying good content to share:
• Idea 5: Follow @lizstrauss (twitter)
– What publications do you already read?› Follow their Twitter account
– Follow customers, partners and your industry thought leaders
– Follow industry experts and thought leaders in social media
– Stay up to date with industry blogs on Google.com/reader
Global MarketingConfidential33 04/12/2023
Google Reader
Global MarketingConfidential34 04/12/2023
Online curated sites for relevant content:
Idea 6: Vary your content and keep target audience in mind
Lionel Menchaca’s, Dell’s Chief Blogger, recommendation: techmeme
Guy Kawasaki recommendations:Smartbrief (customize industry topics for daily top stories via email)Stumbleupon (customized by your interests includes photography)Alltop (top stories by popular media)
My recommendation:LinkedIn Today@LinkedInToday (twitter)
Global Marketing
Schedule posts via BufferApp.com
• Idea 7: Avoid pushing the same content to all your platforms
• Buffer: Available for Twitter, Facebook & LinkedIn
Confidential35
Global Marketing36 Confidential 04/12/2023
Increase fans & followers
Global MarketingConfidential37 04/12/2023
Increasing fans and followers:
• Idea 8: Adopt a relationship mindset. Just as you do with your friends, engage fans and followers in meaningful ways
– Keep asking questions
– Create virtual projects› Brainstorming for a campaign or raising $$ for disaster relief
– Celebrate follower activities & achievements
– Add value› Give sneak peeks, exclusive content and special promotions
– Complete the circle› Tie off the communication: Thank them for reaching out and ask if
you can be of additional assistance
Global Marketing
Build stronger relationships by bridging social & in-person• Idea 9: Take advantage of in-person interaction to deepen
relationships
• Events are powerful opportunities to build relationships
• Recommended tools: Twitter & Slideshare
– Offer inside access by “live-tweeting” during the event & use hashtag– Join conversations to share your thoughts and opinions– Connect with influencers attending or covering the event– Post-event, share presentations on Slideshare
Confidential38
Global MarketingConfidential39 04/12/2023
What the heck is a #hashtag?!?
• Relevant keyword or phrase prefixed with the symbol # (no spaces)
• Objective: categorize on common topics & allows search
• Searching by hashtag, allows you to see all conversations
• Hashtags are extremely popular at events. It allows likeminded folks to connect, plus share conference insights to the outside world
Reminders:• Before you publish a new hashtag, check & see if
it is being used• Keep it short! Only 140 characters in Twitter• Publish out your hashtag everywhere before
events
Global Marketing40 Confidential 04/12/2023
Measuring
Global Marketing41
No single measurement for social media success• Idea 10: Select key performance indicators based on your
objectives
Confidential
InfluenceEx. # page likes,/shares,
external RTs, # of subscribers
AwarenessEx. Monthly gross impressions, # of
fans/followers
AdvocacyEx. Message delivery,
sentiment, recommendations
EngagementEx. Total interactions, # fan
photos/videos, % engaged on page, comments/posts
Global MarketingConfidential42 04/12/2023
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 haven’t already…
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
Global Marketing
Make time for social media
43 Confidential
• Add 30 minutes to your calendar 2x a week to listen or engage in social media
• Don’t go overboard – just start with 1-2 platforms
• Download social applications to your phone
• Find a social media mentor
• After a customer meeting, thank the customer in social media
• Use relevant hashtags to connect with event attendees, speakers, etc.
Global MarketingConfidential44 04/12/2023
When you rock, the world pays attention…
Global Marketing45 Confidential 04/12/2023
Thank You
Q&A
Global Marketing
Dell social media toolkitGuide to how small and medium businesses can make the most of social media
www.slideshare.net/DellSMB/dell-smb-socialmediatoolkit
The guide includes:• How to develop a social media
strategy• Creating social media guidelines• Best practices and case studies• Choosing your social media channels• Measurement and influence• Tips from social media experts• Practical advice to get started
Available online
Global Marketing
Influential women on Twitter
Gigi Ibrahim@Gsquare86Cairo, EgyptFollowers: >52,800
Marina Petrillo@alaskaRPMilano, ItalyFollowers: >7,600
Françoise Boivin@FBoivinNPDGatineau, QCFollowers: >1,900
Confidential47
Global Marketing
Don’t forget about your personal brand
48 Confidential
Global Marketing49 Confidential 04/12/2023
If you are not branding yourself, you can be assured that others are doing it for you…
Global MarketingConfidential50 04/12/2023
Scott Monty, Ford, is a big deal in social media
• Monty best recognized face for Ford• Ford first brand to debut car on Facebook vs. auto
shows• Ford first major brand on Google+• Successful for forging new social media paths
Example: Ranger Station, fan site, received cease & desist letter for copy infringement
– Bloggers started igniting torches on a case of corporate bullying
– Ford had already been in online conversations– Monty previously spent 5 years blogging & making
connections– Ranger site could continue operating, so long as they
discontinued the sale of unlicensed Ford merchandise.– A first for social leading crisis management
Global MarketingConfidential51 04/12/2023
Why employees should care?
Strong personal brands add value to corporate brands!
• Publicity & visibility
• Build organizational credibility
• Increased Engagement levels
• Expands influence
• Human connection to organizations
Global MarketingConfidential52 04/12/2023
5 Questions
Question #1: What are your goals?
Question #2: What do you value?
Question #3: What are you passionate about?
Question #4: What motivates you?
Question #5: What makes you remarkable?
Global MarketingConfidential53 04/12/2023
5 Rules
Rule #1: Be Diligent
Rule #2: Be Consistent
Rule #3: Be Relevant
Rule #4: Be Interesting
Rule #5: Be Yourself
Global MarketingConfidential54 04/12/2023
5 Steps
Building lasting, effective personal brands takes time and there is no one-size-fits-all process
Step #1: Take Inventory
Step #2: Develop a (Brand) plan
Step #3: Craft Your Identity
Step #4: Choose the Right Tools & Channels
Step #5: Measure & Repeat
Global MarketingConfidential55 04/12/2023
Tools & Channels
Tools & Channels:You have to use them to understand them • Websites• Blogs/micro-blogs• Podcasts• Social Networks (Facebook, LinkedIn, Twitter)• Events
Don’t Forget to:• Make yourself findable (SEO, social networks)• Cultivate relationships with peers, influencers, customers• Donate your expertise to a cause• Start & join conversations
Global MarketingConfidential56 04/12/2023
“We are CEO’s of our own companies, Me Inc. To be in
business today, our most important job is to be head marketer for the
brand called you”
- Tom Peters