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Dell - Internal Use - Confidential

#ItTakesaVillage To Make Business Social

Connie Bensen

June 18, 2014

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Dell - Internal Use - Confidential

• Defined Community Manager Role across business functions (2006)

• Pioneered big data via insights from social data (2008)

• Leading Social Content strategy and governance at Dell

Connie Bensen

Follow me on Twitter: @cbensen

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Dell - Internal Use - Confidential

Altimeter has defined ‘Digital Transformation’

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Dell - Internal Use - Confidential

Essentials for Making Business Social #ItTakesaVillage

1. Data and analytics

2. Customer-centric experience

3. Internal collaboration

4. Cross-functional participation

5. Tools based on new processes

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Dell - Internal Use - Confidential

The Business requires accountability. #DataDriven

Dell’s social presence: - 60% year over year growth- 12,000 certified employees- Each business function has a scorecard

Marketing

• Dell - Internal Use - Confidential

Get to know the villagers #BeTheMayor

Understand the content ecosystem and workflows

Social PublishingEngagementListeningSocial Assets Employee Activation

Marketing Resource Management (MRM)

DAMSales EnablementExtranet

DISCOVER EDUCATE COMPARE CONVERT ADVOCATE

Dell Tech Page One

Social Channels Social Channels

Digital Properties

Dell TechCenter

Dell.com

Community Forums

Demand Gen (Eloqua)

Third Party Sites

CMS

Global Marketing

Dell - Internal Use - Confidential

Create community around collaboration. #CoreTeams

Confidential7

Integrate Social into the business functions across the customer journey

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Dell - Internal Use - Confidential

Build the tools needed for the processes.

• Governance

• Reporting

• AutomationAnalytics

Paid Media

Listening Integration

Content Management

Admin/Training

Dell Teams

#Don’tLetTailWagtheDog

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Dell - Internal Use - Confidential

Five tips to make business social @scale.

1. Use data to tell your story

2. Create visualizations of the content ecosystem and workflows

3. Put your consultant hat on and get to know your stakeholders’ needs

4. Implement through cross-functional core teams

5. Build the tools to support the new processes

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Dell - Internal Use - Confidential

Questions?

Resources

Optimize

by Lee Odden, TopRank Marketing

Revenue Engine

by Steven Woods, CTO Eloqua

Rise of the Revenue Marketer

by Debbie Qaqish

Altimeter Report: Digital Transformation: Why and How Companies are Investing in New Business Models to Lead Digital Customer Experiences