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Utilizing Social Media to benefit business Stephen Jio – Dell Baltic Project Management Forum 2014 2 October 2014

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Presentation on Social Media Baltic Project Management Forum, 2 October 2014 - Vilnius, Lithuania.

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Page 1: Utilizing social media_to_benefit_business

Utilizing Social Media to benefit businessStephen Jio – Dell

Baltic Project Management Forum 2014

2 October 2014

Page 2: Utilizing social media_to_benefit_business

Dell – 02 October 2014 -@stephenjatdell2

Utilizing Social Media to benefit business

Discussion• Dell and Social Media• Opportunity• Best practices• Internal Social Media• Case Study – Voluntary

Sector

Page 3: Utilizing social media_to_benefit_business

Dell – 02 October 2014 -@stephenjatdell3

Social Media is part of Dell’s DNA; it reinforces our purpose in delivering solutions that benefit our Customers.

Page 4: Utilizing social media_to_benefit_business

Dell – 02 October 2014 -@stephenjatdell4

2006 2007 2008 2009 2010 2011 2012 2013 2014

Dell’s Social Media & Community HistoryDell begins Tech Support

outreach to Communities

Direct2Dell, Dell’s Official

Corporate Blog launches

Dell begins Customer

Support Communities

Ratings and Reviews,

Social Customer

opinions On Dell.com

IdeaStorm launches

Dell Crowdsourcing

Dell joins Twitter

StudioDell launches

Precursor to YouTube

DellShares launches

Investor relations blog

EmployeeStorm

launches

Dell expands

Twitter to countries

Dell Outlet on Twitter

Generates revenue in

sales

Channel blog

Inside IT blog

Dell joins LinkedIn

Dell joins YouTube

Dell joins flickr

Dell Tech Center

launches

Dell joins

Sina Weibo

In ChinaDell launches

Social Media &

Community University

For all employees to

Train and certify

Dell the Social Media

Listening Command

Center

Dell joins Google +

Dell joins Pinterest

The American Red Cross and Dell Launch First-Of-Its-Kind Social Media Operations Center For Humanitarian Relief

Dell joins Facebook

Dell reaches 11,000

Social trained &

certified staff

Dell begins Social Media

Consulting

Dell launches Chatter

Page 5: Utilizing social media_to_benefit_business

Dell – 02 October 2014 -@stephenjatdell5

Social Media opens up a whole galaxy of opportunity, creating a labyrinth of touch points with the Customer in everything a business does.

Page 6: Utilizing social media_to_benefit_business

Dell – 02 October 2014 -@stephenjatdell6

The Opportunity

0 500 1000 1500

SnapChatOrkut (not active)

myspacefoursquare

VinePinterest

TumblrFriendsterInstagram

renren (China)Kohtakte (Russia)

LinkedInGoogle +

TwitterWeibo (China)Ozone (China)

YouTubeFacebook

Social Media user population (2014)

Millions

5.7 billion Social profiles• Social Media accounts for

28% of online media time

• The fastest growing demographic on Social is 45-64 year-olds

• 93% of Marketers use Social Media in their business

Page 7: Utilizing social media_to_benefit_business

Dell – 02 October 2014 -@stephenjatdell7

Opportunities for business

R&D

Manufacturing

PR

Marketing

Employee AwarenessProduct

Launch

Transaction

Support

CRM

Business cycle

Page 8: Utilizing social media_to_benefit_business

Dell – 02 October 2014 -@stephenjatdell8

Opportunities for business

Crowdsourcing

Brand

Association

Awareness

Viral

Vehicle

Employee Social MediaConsider

Convert

Shared

Support

Customer

Storytelling

Building

Loyalty

CUSTOMER

Social Media places the Customer in the center of everything you do.

Business cycle

Page 9: Utilizing social media_to_benefit_business

Dell – 02 October 2014 -@stephenjatdell9

Examples: Crowdsourcing

IdeaStorm: tapping into the collective intelligence of the community

• Introduced in 2007

• Over 18,000 ideas submitted

• Over ¾ of a million votes

• 97,000 comments

• +520 ideas implemented

Page 10: Utilizing social media_to_benefit_business

Dell – 02 October 2014 -@stephenjatdell10

Examples: Brand association

Leveraging Social to deliver strong Brand messaging• In 2012 over 250,000 student from

105 countries created profiles in DSIC

• 1,570 innovations were submitted

• 400 formal business plans were submitted

• Crowdsource voting in preliminary rounds

Page 11: Utilizing social media_to_benefit_business

Dell – 02 October 2014 -@stephenjatdell11

Examples: Awareness

Using Social Media as a vehicle to tease new products

• Alienware Area-51 desktop teaser video released on Social Media

• Quarter of a million views in the first week

• Positive sentiment across all Social vehicles

Page 12: Utilizing social media_to_benefit_business

Dell – 02 October 2014 -@stephenjatdell12

Examples: Shared support

DellCares: support outreach

• Regional teams provide localized service

• Over 3,000+ engagements a week

• 11 languages

• Proactive and reactive

• Positive impact to customer satisfaction:

– 45% conversion rate

Page 13: Utilizing social media_to_benefit_business

Dell – 02 October 2014 -@stephenjatdell13

Examples: Employee Social Media

• Firewalled to employees only

• Accessible for all 100,000+ staff

• No communication hierarchy

• Over 2,000 subject matter groups

• Project management with work flow

• Multi-platform (tablet, smartphone)

Page 14: Utilizing social media_to_benefit_business

Dell – 02 October 2014 -@stephenjatdell14

61% find it easier to Collaborate

60% find that internal social media demonstrates

Innovation

58% find a company that deploys internal social media

is one to Trust

Examples: Employee Social Media

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

Page 15: Utilizing social media_to_benefit_business

Dell – 02 October 2014 -@stephenjatdell15

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

Simon Mainwaring

Page 16: Utilizing social media_to_benefit_business

Dell – 02 October 2014 -@stephenjatdell16

Hosted

Communities

External Community

External Community

External Community

Extranets

Internal Networks

Internal

External

Employees

Topical Experts

Customers

Direct2Dell

Sales

External Community

Support

Communications

Social Media - tactical:A Complex Model

Page 17: Utilizing social media_to_benefit_business

Dell – 02 October 2014 -@stephenjatdell17

Create a complete strategy that aligns with your Brand.

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

• Listen to the Community• Create Content – The three Cs• Engage and Act consistent with your brand

• Quantify results, tie back in to your objectives

BUILD

EXECUTE

Social Media: Constructing the program

MEASURE

Page 18: Utilizing social media_to_benefit_business

Dell – 02 October 2014 -@stephenjatdell18

Build: Strategy

Who, What, Where, When and How:

• Who is your target audience in Social Media

• What you want to accomplish with Social Media

• Where you will initially focus your efforts

• When are you planning to be active

• How you will support the programme internally

Objectives

Activities

Capabilities

Governance

Training

Budget

Measurements

Page 19: Utilizing social media_to_benefit_business

Dell – 02 October 2014 -@stephenjatdell19

Build: Social demographics

Whose your audience?

• Look at the social properties that align to your target customer

• Understand the behaviour of your target customers on Social Media

Courtesy of https://blog.compete.com/2012/12/14/this-is-what-an-age-breakdown-of-the-top-social-sites-looks-like-3/

Random Social Media rarely work,however when it does…

Page 20: Utilizing social media_to_benefit_business

Dell – 02 October 2014 -@stephenjatdell20

Build: PolicyBuild:What needs to be in your policy for employees

The Rules of Engagement• Create a policy for Social Media that includes:

– Transparency– Accountability– Procedures and Training– Protection of Confidential Information– Reporting and Investigation– Discipline – And above all honesty

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

SocialMediaPolicy

HR enforceableEthics aligned

PR input SMT buy-in

Page 21: Utilizing social media_to_benefit_business

Dell – 02 October 2014 -@stephenjatdell21

Training is essential• Clearly sets out the principles of listening

and engaging

• Puts processes in place to execute

– Principles

– Policy

– Governance

• Allows for ALL employees to participate

• Minimises risk and exposure for a company

• Also for agencies and contract workers

Build: TrainingBuild:Empowering the masses!

Page 22: Utilizing social media_to_benefit_business

Dell – 02 October 2014 -@stephenjatdell22

Page 23: Utilizing social media_to_benefit_business

Dell – 02 October 2014 -@stephenjatdell23

Brand Reputation

Product EvaluationPotential IssuesInstant Feedback

Queries on Product/Services

Support

Customer StoriesPeer to Peer Influence

Comments

Sales Lead Generation

Over 30,000 posts daily about Dell

Execute: Listening

Page 24: Utilizing social media_to_benefit_business

Dell – 02 October 2014 -@stephenjatdell24

Execute: Content creation

Apply the three C’s

• Creative

– Crowdsource

• Current

– During season

• Conversational

– 3k, 13k, 18k, 13m

Page 25: Utilizing social media_to_benefit_business

Dell – 02 October 2014 -@stephenjatdell25

Page 26: Utilizing social media_to_benefit_business

Dell – 02 October 2014 -@stephenjatdell26

Transparency is key

• 2 types of business profiles

– Company

– On behalf of Company

› @stephenjatdell

• Always disclose you association

– Even with personal social profile

› #IworkforDell

Execute: Engagement

Page 27: Utilizing social media_to_benefit_business

Dell – 02 October 2014 -@stephenjatdell27

Take a deep breath…

• Read the post a few times

• Draft a response, but do not publish

• Read your unpublished response

• Delete it (remember the delete button doesn’t work once it’s published!)

• Rewrite it

• Post it

…and don’t Tweet when you’re in a bad mood

Execute: Responding to negative posts

Page 28: Utilizing social media_to_benefit_business

Dell – 02 October 2014 -@stephenjatdell28

Is your strategy working?

• Brand Health –Net Promoter Scores, Social Net Advocacy

• Customer Satisfaction (Social Support) –Within the Social environment, community responses

• Conversion (User Content) –Customer reviews, user generated content

• Consideration –Effectively driving traffic to website or store

• Revenue –‘Social’ associated purchases, indirect and direct attributed

Resource: Econsultancy -The State of Social Report 2011

The most important metrics in assessing Social Media

Measure: Analytics

Page 29: Utilizing social media_to_benefit_business

Dell – 02 October 2014 -@stephenjatdell29

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

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

Page 30: Utilizing social media_to_benefit_business

Dell – 02 October 2014 -@stephenjatdell30

What can Social Media provide• Volunteer drive• Donation appeal• Crowdfunding• Generate discussion• Gaining an understanding of the

perception of your brand• Driving traffic to your website• Commitment to the cause• Emergency outlet• Running the business

Case Study –Voluntary sector and Social Media

nonprofitquarterly.org/management/

Page 31: Utilizing social media_to_benefit_business

Dell – 02 October 2014 -@stephenjatdell31

Case Study –Voluntary sector and Social Media

0% 10% 20% 30% 40% 50% 60% 70%

Awareness

Donations

PR

Engagement

News

What Irish Voluntary sector use Social Media for

Percentage of use

Page 32: Utilizing social media_to_benefit_business

Dell – 02 October 2014 -@stephenjatdell32

0% 10% 20% 30% 40% 50% 60% 70% 80%

Facebook

Twitter

LinkedIn

YouTube

other

Which Social Media networks are most effective?

Percentage of Non-profits

Case Study –Voluntary sector and Social Media

Page 33: Utilizing social media_to_benefit_business

Dell – 02 October 2014 -@stephenjatdell33

0% 10% 20% 30% 40% 50% 60%

Part-time help

Ad Hoc - nothing formal

Part-time team

Full-time person

Full-time team

How do you support your Social Media effort?

Percentage of Non-profits

Case Study –Voluntary sector and Social Media

Page 34: Utilizing social media_to_benefit_business

Dell – 02 October 2014 -@stephenjatdell34

Irish Cancer Society: Daffodil Day

• Key component in an overall campaign

• Promotes association with event and Dell Ireland

• Dell Ireland Twitter trendingin Ireland during event

• Created mobile app

Case Study –Voluntary sector and Social Media

Page 35: Utilizing social media_to_benefit_business

Dell – 02 October 2014 -@stephenjatdell35

Utilizing Social Media to benefit business

Summary• Social Media success doesn’t happen overnight

• Integrate in your entire business

• Target your audience

• Build | Execute | Measure

• Internal Social Media increase collaboration

• Engage with your audience, not at them

• Social Media is SOCIAL!

Page 36: Utilizing social media_to_benefit_business

Dell – 02 October 2014 -@stephenjatdell36

Thank you!

ALIENWARE ALPHAPC GAMING CONSOLE

Twitter - @stephenjatdell