Socialize Your Organization: Lay the foundation for long term success

Liz Bullock, Director Social Media & Marketing

@lizbbullock

Corporate Social Media Summit, June 14, 2012, New York

Global Marketing2 Confidential 04/10/2023

Organizations:

a rational, efficient method of organization…

Hierarchical authoritative and functional specializations

The Boss

Direct report, Specialty C

Direct report, Specialty B

Direct report,

Specialty A

Boss Assistant

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Conversations are conversations…

Graphic thanks to Gapingvoid.com Hugh MacLeod

Love your product/service

Need help using it

Where & how do I find you?

I have an idea for you

I am helping someone else useyour product/service

And many, many more…

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Five years journey of embedding social to be a better business

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

March 2010China Micro-Blogging

2006 2007 2008 2009 2010 2011

Altimeter recognizes Dell with “Open Leadership Award for Innovation and Execution”

(Oct.)

Dell Social Media and Community University launched/5,000 teammembers trained byend of year(Aug.)

DelllaunchesB2B pagesFacebook(Jun.)

Dell named #1 most social brand in ranking of 100 top brands

Social Media Listening

Command Center

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Listen, Learn, Engage & Act5 years: 4,000 posts a day to 25,000 posts a

day

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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• Leads• Collaboration• Thought

Leadership• Blogs

Customer Service

• Listening• Support Widgets• Outreach

Communication

• Rich Media• Brand Reputation• Influence• Reputation

Global Marketing7 Confidential

Empowering employees: Social Media & Community University

04/10/2023

Policy

Principles

Governance

Training & Tools

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Customer connected employees are your companies rock stars…

8 Confidential 04/10/2023

Global Marketing

Connected and Lit Up

9 Confidential

Thank You