Winning in the Social Media
Space

Getting Executive Buy-In for Social
Media Projects

But there are similarities… •
Passion for the business • Data/analytics driven • Lots of chatter/buzz • Support of the function 6 Confidential Global Marketing

• Social works for B2B,
B2C • Everyone has a story • Play to your audience 7 Confidential • Support of the function Global Marketing

Storytelling is critical in social
media, but likely won’t cut it in the boardroom… Global Marketing

Let’s talk about four things
first… • There are four steps to social media outreach • Traditional campaign mindsets don’t work • Fish where the fish are • Success revolves around genuine, compelling content 9 Confidential Global Marketing

Then let’s talk about… •
Small wins lead to big wins • Use relevant references • Show it live, make it real, make it actionable • Is this marketing, public relations or both? 10 Confidential Global Marketing

But first, some stats… 11
Confidential Global Marketing

Stats to get us in
the mood… • Mobile web bigger than desktop web by 2015 - Morgan Stanley 5/2010 • UK April 2010 vs. April 2007: 65% more time online - Nielsen/UKOM 5/2010 • UK Activity: Social 11.88% Search 11.33% - Hitwise 6/2010 12 Confidential Global Marketing

More stats… • 79% say
they rarely click on display ad - Pew Internet 1/2010 • 25% of search results for top 20 brands - UGC - Socialnomics 5/2010 • Social media use surpassed email use - Morgan Stanley/Mary Meeker 6/2010 13 Confidential Global Marketing

But what does this tell
us? • Focus on the brand in the hand • Traditional online effectiveness isn’t there • We must get our stories * in the social stream 14 Confidential Global Marketing

15

Authenticity.
16 Global Marketing

Dialogue.
17 Global Marketing

Moses Method doesn’t work for
social media. 18 Global Marketing

How did we get here?
19

Thru the eyes of our
audience… Our home page is not dell.com, it is google.com. 20 Confidential Global Marketing

Global Marketing coca-cola confidential &
proprietary

Fast-forward to today…
22

Thru the eyes of our
audience… Our home page is not dell.com, it is google.com. 23 Confidential Global Marketing

Thru the eyes of our
audience… Our home page is not dell.com, it is google.com & youtube.com & twitter.com & qq.com & renren.com & facebook.com & linkedin.com… 24 Confidential Global Marketing

7,000 to 10,000 conversations a
day mention Dell 25 Confidential Global Marketing

But how do you manage
and leverage these online conversations? 26 Global Marketing

Four steps to social media
outreach • Review what is being said • Respond appropriately • Record compelling video • Redirect your traffic 27 Confidential Global Marketing

REVIEW
28 Global Marketing

RESPOND
29 Global Marketing

RECORD
30 Global Marketing

REDIRECT
31 Global Marketing

REVIEW RESPOND RECORD REDIRECT 32
Global Marketing

Winning at Social Media •
It’sall about the 4Rs • Every day is a campaign… • Fish where the fish are • Be a storyteller 33 Confidential Global Marketing

34
34 Confidential Global Marketing

Traditional concepts no longer work…
Short-term thinking yields short results… campaigns based on traditional campaigns earning sustainable relationships fans/follows/friends fans/follows/friends time time Campaigns based on earning sustainable relationships leverage the existing audience and grow it for future use. 35 Global Marketing

Fish where the fish are…
36 Global Marketing

Be a storyteller 37 Global
Marketing

How do we get executive
buy-in? Global Marketing

How do we get executive
buy-in? • Small wins lead to big wins • Use relevant references • Show it live, make it real, make it actionable • Is this marketing, public relations or both? 39 Confidential Global Marketing

40 Confidential Global Marketing

How do we measure success/ROI?
•Attributable sales • Net Promoter Score • Brand Value • Sentiment • Cost Avoidance 41 Confidential Global Marketing

How do we measure success/ROI?
• Attributablesales • Net Promoter Score • Brand Value • Sentiment •Cost Avoidance 42 Confidential Global Marketing

In conclusion… • Experiment •
Be a storyteller • Be a data junkie • Fish where the fish are • Build upon your success • Listen & learn 43 Confidential Global Marketing

Thank you. • Adam Brown,
Director Interactive Marketing Communications, Dell • twitter: @adamcb