5. “One of the greatest
challenges companies face in
adjusting to the impact of
social media, is knowing
where to start.”
Simon Mainwaring
5
@stephenjatdell ∞ 11/20/13 ● Dubai
6. Social Media: Build & Execute
Create a complete strategy that aligns with your Brand.
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Define objectives, audience, strategy, and policy
Train Staff for self- empowerment
Listen to the Community
Engage and Act consistent with your brand
Opportunity - Social activities
@stephenjatdell ∞ 11/20/13 ● Dubai
BUILD
EXECUTE
7. Policy
• Create a policy for Social Media that includes:
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–
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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
@stephenjatdell ∞ 11/20/13 ● Dubai
Brand (values)
HR (aligned)
Social
Media
Policy
PR (input)
SMT (sponsor)
8. Transparency
“Social media is your
opportunity to reach a
massive number of people
with transparency, honesty,
and integrity.”
Brian E. Boyd Sr
3 types of profiles:
• As the business @dell
• As an employee @stephenjatdell
• As an personal individual #Iworkfordell
@stephenjatdell ∞ 11/20/13 ● Dubai
9. Training
• 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
http://www.dell.com/socialmedia
@stephenjatdell ∞ 11/20/13 ● Dubai
10. Social Media Strategy – Sponsorship
• Buy- in from Executives is critical
Courtesy of http://goodsocialcents.com/2010/09/dilbert-infographics-social-media/
@stephenjatdell ∞ 11/20/13 ● Dubai
11. Social Ownership:
A complex model
External
Community
Customers
External
Community
Direct2Dell
External
Community
External
Community
Hosted
Communities
Extranets
Topical
Experts
Communications
External
Internal
Internal
Networks
Support
@stephenjatdell ∞ 11/20/13 ● Dubai
Sales
Employees
12. Social Media: process ownership
1
2
3
Strategy
Training
Tactical
Business units
Social Media
Business / Comms
Governance
Social Media
@stephenjatdell ∞ 11/20/13 ● Dubai
15. Listening:
Why we do it
"Engaging in honest, direct
conversations with customers
and stakeholders is a part of
who we are, who we've
always been."
- Michael Dell
@stephenjatdell ∞ 11/20/13 ● Dubai
16. Listening tools:
It’s all in the setup!
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•
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Utilise a tool that covers the
entire Social landscape
Set intelligent listening
criteria
Make it available on multiple
platforms and provide alerts
@stephenjatdell ∞ 11/20/13 ● Dubai
17. "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
Confidential
17 @stephenjatdell 11/16/2013
∞ 11/20/13
● Dubai
18. Social Publishing:
Management/Control
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Allows for ‘indirect’ access to
Social properties
Publishing tool provides
integration with analytical tool
Centrally monitored
Multi- platform
Used for campaign planning
Built- in workflow
@stephenjatdell ∞ 11/20/13 ● Dubai
20. Engage:
Food for thought
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•
•
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Engagement doesn’t mean
responding to everything!
Do not use to neutralise or argue a
dissenting opinion
Look for landmines
Think before you post, the delete
button doesn’t work
…and don’t Tweet when you’re in a bad
mood
@stephenjatdell ∞ 11/20/13 ● Dubai
21. Employee Social
Media
“…equally important to use social
media internally to facilitate
communication between
departments, overcome geography,
and ultimately to maximize
productivity..”
– Steve Nicholls, author
@stephenjatdell ∞ 11/20/13 ● Dubai
22. Internal Social Media - Chatter
• Accessible for all 100,000+ staff
• Over 2,000 subject matter groups
• Project management with work flow
• Share files and lock view only
• Multi- platform (tablet, smartphone)
@stephenjatdell ∞ 11/20/13 ● Dubai
23. Opportunities for Social engagement
awareness
loyalty
association
participation
advocacy
support
consideration
influence
conversion
@stephenjatdell ∞ 11/20/13 ● Dubai
24. Awareness – Brand envy
awareness
loyalty
association
participation
advocacy
support
consideration
influence
conversion
@stephenjatdell ∞ 11/20/13 ● Dubai
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Creating Brand awareness
Building strong Brand passion
25. Association
“Social media isn’t the end-allbe-all, but it offers marketers
unparalleled opportunity to
participate in relevant ways.”
Matt Dickman
awareness
loyalty
association
participation
advocacy
support
consideration
influence
conversion
@stephenjatdell ∞ 11/20/13 ● Dubai
26. Advocacy – Customer Advisory Panel
awareness
loyalty
association
participation
advocacy
support
consideration
influence
•
•
conversion
•
•
@stephenjatdell ∞ 11/20/13 ● Dubai
Reach out to influential Social engagers
Identifying key Influencers in Social Media to
partner with
Help with understanding the brand view in the
community and help improve
They become brand voices of the community
27. Consideration – Viral content
awareness
loyalty
association
participation
advocacy
support
consideration
influence
conversion
@stephenjatdell ∞ 11/20/13 ● Dubai
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YouTube began 2006
Over 39 million views
32 channels
86,000 subscribers
28. Influence – Voice of the Customer
awareness
loyalty
association
participation
advocacy
support
consideration
influence
conversion
@stephenjatdell ∞ 11/20/13 ● Dubai
29. Conversion – Social offers
awareness
loyalty
association
participation
advocacy
support
consideration
influence
conversion
@stephenjatdell ∞ 11/20/13 ● Dubai