2nd Annual Middle East Social Media Marketing conference, Dubai, UAE - May 15, 2012

1. Creating and Executing
A Social Media Strategy -
Workshop
Stephen Jio, Dell - @stephenjatdell
2nd Annual Middle East Social Media Marketing Conference, Dubai – May 14, 2012

2. Workshop:
What to expect
• Open discussion and collaboration
• Sharing some of Dell’s best practices
• Building a framework strategy
• Looking at Social Media in a holistic
manner
• Quick thinking scenarios
• Putting it all together!
2 @stephenjatdell © 2012 - Dell

3. Dell & Social Media:
Our journey
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4. Dell’s Social Media & Community History
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5. Where Dell uses Social Media
Product Development Marketing Communication
• Feedback Loop • Demand Forecast • Rich Media
• Early Warning • Lead Generation • Brand Reputation
• New Product • Message Reach • Influence
Ideation • Reputation
Sales Customer Service Online Presence
• Leads
• Collaboration • Listening • Ratings & Reviews
• Thought Leadership • Support Widgets • Communities
• Blogs • Outreach • Customer Stories
© 2012 - Dell

6. Social Media:
Where do you start?
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7. Let’s start by
defining what Social
Media means…
to YOU
Courtesy of http://www.theconversationprism.com/
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8. Social Media:
The exchanging of ideas
between dynamic
communities enabled
through the technology of
ever-evolving tools
Direct2Dell
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9. Social Media
Strategy:
“Think before you
jump”
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10. Social Media Strategy
Summary - Build and Execute your strategy
1. Identify what you want to achieve with Social Media
2. Budget for scalability with Sponsorship from Executives
3. Train your Staff for best practise engagement
BUILD
4. Listen first to what is being said, understand your Customer
5. Engage and be part of the conversation and the solution
6. Opportunity is there in all elements of your business EXECUTE
7. Measure your results
10 @stephenjatdell © 2012 - Dell

11. Dell - Social Media Strategy
What are the greatest internal challenges preventing your deployment or
expansion of listening and engagement initiatives?
Based on 200 US Marketers
Source commissioned study
conducted by Forrester for Dell 06/11
11 @stephenjatdell © 2012 - Dell

12. Brand Reputation
Customer Stories
Listening Feedback
Identify:
Conversation What do YOU want
from YOUR Social
Offers Transactions
Media efforts?
eVouchers
Shareable Content
Campaigns CRM
Viral Content Demand Generation
Potential Issues
Support
Important Announcements
Competition Buzz
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13. …a paradigm shift is needed
Survey:
What companies are
using Social Media for
Resource: Econsultancy -The State of Social Report 2011
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14. Budget:
Things to consider
when you build your
• Staff or Agency management budget
• Training of Staff/Agency
• Paid media and advertising
• Agency creative work
• Integration into business process
• Promotional considerations
• Infrastructure
• What other factors are there?
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15. Platform(s)?:
Which Social Media
platforms to get
involved in
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16. Courtesy of Econsultancy – Middle East and North
Africa Digital Consumer Report - published Oct 2011
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17. Social Media:
Brand Adoption
Likes
Followers
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18. Middle East
Courtesy of Econsultancy – Middle East and North
Africa Digital Consumer Report - published Oct 2011
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19. Social Media Strategy – Sponsorship
• Buy-in from Executives is critical
Courtesy of http://goodsocialcents.com/2010/09/dilbert-infographics-social-media/
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20. SOCIAL ALERT!:
You receive a unprompted negative post
without a lot of context around it I don’t think she likes
us!
What do you do?
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21. SLAs Tactical Execution:
Agency or
Budget Employees?
Knowledge Dependability
Resourcing Trust
Creative Consistency
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22. Tactical Execution:
Paid, earned or
owned content?
Courtesy of http://desticorp.typepad.com/desticorp/2011/02/the-
essence-of-social-media-in-one-graphic.html
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23. Paid Media:
Examples are
advertising,
sponsorship…
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24. Owned Media:
Examples are website,
pdfs, YouTube video…
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25. Earned Media:
Examples are word of
mouth, journalist
reviews…
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26. Shared Media:
Examples are
Facebook, Twitter and
YouTube interaction
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27. SOCIAL ALERT!:
Your company Facebook page has a
comment from a follower using Something’s foul here!
unacceptable language in their thread.
What do you do?
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28. Train your Staff:
Empower your
employees in Social
Media
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29. Employees are your best social advocates Empower Employees:
• Make your Social policy available to all Employees Provide Social Media
• Train and certify Employees (and Agencies), to engage
training
• Reinforce transparency in all engagement even personal
• Provide internal social network as sandbox
• Coordinate closely with external communications
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30. Publish your
Principles:
Live by them
What are YOUR Social Principles?
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31. Execute your
strategy:
Listen,
Listening Engage,
Opportunity
Engaging
“Engaging in honest, direct conversations with
Opportunity customers and stakeholders is a part of who we are,
who we’ve always been. The social web amplifies
our opportunity to listen and learn and invest
ourselves in two-way dialogue, enabling us to
become a better company with more to offer the
people who depend on us.”
- Michael Dell
31 @stephenjatdell © 2012 - Dell

32. Listening:
What is the
Community saying
32 @stephenjatdell Dell Global Listening Command Centre
© 2012 - Dell

33. Listening:
Why we do it
Social Media helps Dell in
achieving their purpose of:
“Delivering technology
solutions that enable
people everywhere to grow
and thrive.”
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34. Why You NEED to Listen
Customer Stories
Listening:
Peer to Peer Influence
26,000 posts daily
Sales Lead Generation about Dell
Support
Brand Reputation
Comments
Instant Feedback
Product Evaluation Potential Issues
Queries on Product/Services
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35. Listening Tools:
• Helps you hone in on Listening, publishing
subject matter that you and work flow
want to focus on
• Can perform
intelligence in
understanding the tone
of the conversation
• Provides workflow
integration
• Reporting capabilities
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36. • You need to know what is being
Why Listen:
said about you They are talking
• Listen (monitoring) about your Brand!
• to see what is being said
• Analyse the impact
• is it a once-off comment or a
trend
• Influence
• How can you change the attitude,
not necessarily through direct
engagement
Courtesy of WSI – http://www.wsidigitalmarketing.com - published 2010
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37. SOCIAL ALERT!:
Product Recall Proactive or Reactive?
Your brand has to do a
recall because of
health hazard due to
mispackaged product
How would you
leverage your social
channels?
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38. Mass Social Media
Engagement:
Market
Collaboration at
multiple levels External
Community
External
Community
Direct2Dell Community
Hosted
External Communities External
Community Support Community
Mastery & Use
Affinity
Ideation
Extranets External
Topical
Experts
Internal
Internal
Networks /
Enterprise
Workgroups
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Collaboration

39. Courtesy of Econsultancy – Middle East and North
Africa Digital Consumer Report - published Oct 2011
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40. • Engagement doesn’t mean Engagement:
responding to everything! Food for thought
• Do not use to neutralise or argue a
dissenting opinion
• Let the community respond; trust the
community
• Engage in conversations that are
already happening, BUT LOOK FOR
LANDMINES
• Be prompt, Social Media moves
quicker than any other channel of
communication
…and don’t Tweet when you’re in a bad
mood
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41. #FAIL:
Think before Tweet
• When you tweet for
a company you are
the company
#&@&ig
• Why training is so
important
• Forget the delete
button – once its
posted, its
permanent
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42. SOCIAL ALERT!:
Damage Control You’ve been
tweetjacked!
A campaign to talk about
local produce goes awry
when an employee
decides to add hashtag -
#McDstories
How would
you deal with
this?
42 @stephenjatdell © 2012 - Dell

43. Taking a First Step:
• Making a connection with a Building a Community
community builds trust
• Community nurtures an
environment for members to
share ideas with other like
members
• Allows for support to happen
between peers
• Builds loyalty and advocacy
• It becomes a source for lead
generation
• Can help in terms of addressing
critical issues
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44. Engagement:
A tool to see how you
are doing
http://dellsociallistening.com/
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45. Opportunity
http://assets.econsultancy.com/images/0001/8128/Social_media_maturity_1.png
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46. Opportunity:
Social Integration in
the Business
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47. Key Influencers:
Meet-ups can build
relationships
• Reach out to influential Social engagers
– Customer Advisory Panel
• 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
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48. Trade Secrets:
Community Sharing
• Sharing best practice between
companies
• Using Twitter keeps it focused
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49. SOCIAL ALERT!:
I heard you the first
Your company Facebook page has time
posted similar negative comments in
most of your threads.
What do you do?
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50. Product
Development:
Crowdsourcing
• IdeaStorm introduced 2007
• Over 16,000 idea submitted
• >470 implemented
• EmployeeStorm for staff
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51. Brand Association:
Align with high profile
partners
Leveraging Social Media
• Promote social causes
• Increase visibility reach for
initiatives
• Help drive sponsorship
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52. Marketing:
Social Product
Integration
• MTV EMA Awards – Red Carpet
• Over 1,000 fans had their picture taken on
the red carpet
• Photographs taken with Dell Streak and
instantly uploaded to Facebook page
• Allow fans to comment on their images and
have a virtual ‘keepsake’ of the event
• Combined marketing campaign with
advertising and features at Awards provided
additional media goodness
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53. Marketing:
LinkedIn is a Social
Opportunity
• LinkedIn company page
• Over 275k followers
• Recruitment and merchandising product
opportunities
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54. Communication:
Shareable Rich
Content
• Product launch teasers, customer stories,
product reviews, interviews, press
conferences
• Dell Ultrabook Challenge had a million
views in first 48 hours
• Dell Vlog channel has generated over 12
million views since launch
• Additional social properties
– Flickr
– Slideshare
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55. Voice of the
Community:
Ratings & Reviews
• Over 100,000 reviews from
customers
• Customers recommend to other
customers
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56. Voice of the
Community:
Q&A
Community Wiki
• Users post questions and
Community answers
– Leverage rich community knowledge
– Dell experts also provide answers
• Over 2,500 questions so far
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57. SOCIAL ALERT!:
You look familiar…
One of your employees has begun to
post positive anonymous comments
about your products and services on
various Social threads.
What should you do?
57 @stephenjatdell © 2012 - Dell

58. Customer Service:
Reaches beyond the
‘one to one’
• Proactively reach out to customers
• Integrating efforts with support.dell.com
• Team engages with 1,000+ customers per
week
• Positive impact on customer satisfaction:
35% conversion of ‘demoters’ to
‘promoters’
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59. Sales:
Social Offers
• Creating compelling offers – based on
engagement with community
• 1.5 million followers on Dell Outlet ‘Deals’
Twitter page
• @DellHomeUK averages over 30
engagement on a daily basis proactively
reaching out for sales opportunities
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60. Groupon:
Swarm Offers
• Group buying – on Facebook
– Unique limited offer
– Group discounts – get better with when
more join
– Offers close after buying group minimum
achieved
– Launched in Canada, Australia
– Launching in UK
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61. SOCIAL ALERT!:
That’s not me!
An Twitter impersonation account of
your company has popped up that is
mocking your company.
What do you do?
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62. Measure:
How do you define
success in Social
Media?
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63. KPIs:
• Brand Health – How we measure up
Net Promoter Scores, Social Net Advocacy
our Social efforts
• Customer Satisfaction (Social Support) –
Within the Social environment, community responses
• Conversion (User Content) –
Customer reviews, user generated content
• Consideration –
Effectively driving traffic to dell.com
• Revenue –
‘Social’ associated purchases, indirect and direct attributed
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64. Survey:
The most important
metrics in assessing
Social Media…
Resource: Econsultancy -The State of Social Report 2011
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65. Qualitative Results:
Numbers do not tell
the whole story
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66. SOCIAL ALERT!:
You receive a unprompted compliment
on Twitter You’re making me
blush!
What do you do?
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67. Final Words:
Sometimes your
Social Media efforts
‘earn’ you things that
can’t be measured…
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68. Thank you!
@stephenjatdell
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