Presentation prepared for the 2013 Central Texas PRSA Professional Development Conference: “Advancing Your Brand in a Digital Age.” Discuss what I do and how I got there, social roles at Dell and tips for building your social persona. #Iwork4Dell

1. Global MarketingConfidential1
Social Roles in the Enterprise
Amy Tennison, Social Training & Activation Global Lead
Twitter: @AmyTennison

2. Global Marketing
The Social Media Revolution
• Video Link: http://www.youtube.com/watch?v=QUCfFcchw1w
Confidential2

3. Global Marketing
“It’s not ‘media,’ it’s simply
communication. Think of it more like the
telephone than the TV.”
- Amy Jo Martin, Digital Royalty CEO
Confidential3

4. Global Marketing
Social media will make you better at your job
even if it’s not “doing social media”
Harvard Business Review weighs in
• The most expensive employees spend:
– 28% of their time reading/replying to emails
– 19% of their time tracking down information
– 14% of their time collaborating with co-workers
– Social media could represent a 20-25% increase
in efficiency in these activities
• “Dig out the dark matter”
– High-value knowledge is hidden in oral traditions
or buried on hard drives
• Source:
http://blogs.hbr.org/2012/08/social-
medias-productivity-pay/

5. Global Marketing
Today I’ll discuss…
What I do &
how I got
there
How Dell is
staffing &
driving
adoption of
social
Tips for
building out
your social
persona
Confidential5

6. Global Marketing
How I saw my career path after graduation
Confidential6
Source: http://gettingsmart.com/2013/07/goooooaaaals-need-to-be-tracked/
Attributed to Demetri Martin, the author of a book called This Is A Book.

7. Global Marketing
How it really works
Confidential7
Source: http://gettingsmart.com/2013/07/goooooaaaals-need-to-be-tracked/
Attributed to Demetri Martin, the author of a book called This Is A Book.

8. Global Marketing8 Confidential
Consistent networking is the difference
between getting to the next level vs. next role
New RoleNew Role New Role
NetworkingIntensity
Career Progression
Network outside AND
inside your company.
Don’t wait until you
need something to
connect.
Inconsistent networking
Consistent networking
New Role
New Role
New Role

9. Global Marketing
My career path: networking + constantly
evolving scope of role
Confidential9
Online MKTG
Experiential MKTG
Go-To-Market Strategy
Social Media, Employee
Engagement & Change
Management
• Launched Dell’s first year-
round student micro-site
• Created innovative site
elements to drive email opti-ins
including Online Gift Registry
aka Wish List (38k users),
interactive Shopping Advisor
and the Swag Arcade (avg time
on page 8+ minutes)
• Sponsored pro-gaming team to
blog on our site & host online
gaming tournaments
• Transitioned 180 campus reps
to Digital RAs
• Developed social media &
experiential activations
• Dell Superprom Contest
garnered free coverage for
Dell from 18 news stations
• Dell Campus Rockstar
Facebook App generated
272K installs and over
130M media impressions
• Provided guidance to
merchandising managers on
Gen Y system configurations
and bundles
• Pitched Apple Compete
Campaign that drove a 26%
shift in product mix to high
margin systems (13% GM)
• Utilized Out-of-Home media
to reach students on campus
and in high schools
• Co-launched Dell’s internal
social media training &
certification program: Social
Media & Community University
(SMaC U)
• Developed new social
activation programs such as the
Social SME Program
• Led top-down social media
implementation in key
organizations
• Partnered with external vendor
to activate employees around
new marketing org & process
changes
Re-org
+ Mktg Org &
Process Activation
Internship at
Makos
Advertising
Marketing
Manager,
Student Discount
Program
Program Manager,
SMaC University
Global Lead, Social
Training & Activation
Re-org
+ Program
Lead
Intern Manager
Co-worker
recommended
by manager
Cross-team
partner
New skills & pitched/executed ideas not in original job scope

10. Global Marketing10
Career framework
Confidential
Current job:
Global Lead, Social Training & Activation
FUNCTIONAL
GAPS
FUNCTIONAL
GAPS
COMPETENCY
GAPS
COMPETENCY
GAPS
LEADERSHIP
GAPS
LEADERSHIP
GAPS
PersonalConsiderations/Criteria
Destiny job (5-7 years):
Option 1 Option 2
“My dream job doesn’t exist yet”

11. Global Marketing
How Dell is
staffing &
driving adoption
of social
11 Confidential

12. Global Marketing
Social media at Dell
• Source: http://www.youtube.com/watch?v=RiT2J1CfdC4

13. Global Marketing
Dell has more than 7 years of social experience
Confidential13

14. Global Marketing
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
• Social
Authentication
• Communities
• Customer Stories
• Gamification
Sales
• Leads
• Collaboration
• Thought Leadership
• Blogs
Customer Service
• Listening
• Support Widgets
• Outreach
Communication
• Rich Media
• Brand Reputation
• Influence
• Reputation

15. Global Marketing
Social Media creates business value for Dell
Confidential15
Touches all
Business
• Consumer, SMB, Public, LE, Services
• Marketing & Brand, Awareness, Demand Gen, Sales, Support,
Loyalty, Conversion, Quality, Competitive Insight, etc.
Engagement
drives
Revenue
• Social targeting (via listening) delivers new leads and sales
• Social engagement drives clicks and higher conversion
• Dell Community members spend more with Dell
• Benefits across full customer lifecycle
Additional
Value
• Optimized Costs & Process Improvements
• Improvements in overall Health of Business by becoming a
trusted advisor

16. Global Marketing
SMaC University
Confidential16
Nominated for 2011 Constellation SuperNova
Award for Social Business
“recognizes teams for their courage in
battling the odds to effect change in
their organization”
“Consider Dell, which has two types
of defined training models:
a guideline-focused course for everyone
and a series of in-depth courses that are
required for anyone representing the
company in social media…”
“Best in class training”
9,102 SMaC
Certified; 17, 000
unique class
attendees

17. Global Marketing
Example of top-down social media strategy
17
100% SMaC
Certified by
December 31st
100% of select Dell
convos mapped to
team members
100% of team
members
assigned a social
engagement task
Goals
Objectives
Fully engaged social team,
having the right
conversations, in the right
place at the right time.
Increase external thought
leadership via social on
selected key topics from
Dell’s Commercial
messaging framework
North America Marketing
leadership increases
Dell’s thought leadership
SMEs, Brand Managers & Field
Marketing Managers utilize
expertise to engage in valuable
conversations online

18. Global Marketing
“There is no ‘best’
rating without social
engagement.”
Bryan E. Jones
Vice President, North America Marketing
Confidential18

19. Global Marketing
Map 100% of org to key social tasks included in
performance plans (a few example of roles)
19
Task Listening Analyst Content creator
SME/Topic
Manager
Community
Manager
Thought Leader
Employee
Advocate
Description
Analyzes social
conversations to
identify insights that
can improve business
processes, products,
solutions, etc.; shares
insights with key
internal stakeholders
to drive change
Creates a variety of
content for external
distribution
(whitepapers, videos,
case studies,
Dell.com messaging,
etc.); doesn't engage
customers directly via
social media
Creates, curates &
amplifies original,
Dell & 3rd party
content around key
topic areas
externally; engages
in online
conversations with
customers/peers
Manages social
community on behalf
of Dell (ex.
@DellHealthcare);
shares relevant
content from internal
contributors, but not
necessarily a topic
expert themselves
Drives true thought
leadership for Dell
around key topics
externally (ex.
speaking at events,
blogs); identified
internally and
externally as a strong
business leader
Looks for ways to
integrate social
insights into
business processes;
utilizes personal
accounts to amplify
relevant Dell
content from time
to time
External
engagement
N N Y Y Y
Optional (Personal
Networks only)
Required
Expertise
Analytics background;
familiar with
topic/vertical
Messaging
background; familiar
with topic/vertical
Topic expertise Social expertise
In‐depth
understanding of
topic & business
Knowledge of team
processes
Required Tool
Training
Radian6 (Industry
topic/SOV data); SNA
(Dell Specific data)
Master content
calendar tool (coming
soon);
EveryoneSocial
Content Submission
Request Form
EveryoneSocial
(Content curation &
scheduling);
Linktrackr
(revenue/click
tracking); Kred
Online Scorecard
Sprinklr (Content
management tool);
Linktrackr
(revenue/click
tracking)
EveryoneSocial
(Content curation &
scheduling);
Linktrackr
(revenue/click
tracking); Kred
Online Scorecard
N/A
% of NA
Marketers 10% 10% 10% 5% 5% 60%15% 55%
Secret sauce

20. Global Marketing
A holistic view of a socially engaged team
Confidential20
Listening Analysts
Content
Contributors
Employee
Advocates
“amplifiers”
Community
Managers
Ex: @DellEDU
SME/
Thought
Leaders
Insights feed
Content
Content feeds
social
communities and
SMEs
SMEs, Community
Managers &
Employee
Advocates feed
Engagement

21. Global Marketing
Social SME/Exec Programs
Identify, train and support key team
members to become active social
thought leaders, manage key
influencer/customer relationships and
thrive in relevant online communities
around key FY’14 solutions.
• Consulting & personal feedback on how to
develop your social persona, build a
content plan and use exclusive tools
• Actionable & topic specific guidance on
who to follow, what to read, where to
listen, etc. and no-hassle account creation
• Robust reporting on individual impact
(revenue, share of voice, topic sentiment,
search, cost savings, etc.)
Benefits
• 150 SMEs in the program to-date
• On average SMEs generate 2 engagements
& 6 clicks per post
• 20M+ monthly Twitter reach
• Integrated SEO to improve key word
ranking & traffic to Dell: Incremental 17.6K
visitors to dell.com, 47 more keywords
ranking in top 10
Program Stats
Check out our program infographic at: http://bit.ly/1a0ntop

22. Global Marketing
Newbie to social pro:
Cody Norris, Windows 8 SME
Confidential22

23. Global Marketing
Cody’s XPS 12 experience goes viral – social
connections help amplify blog post
Confidential23

24. Global Marketing
Tips for building
your social
persona from
our Social SME
Program
24 Confidential

25. Global MarketingConfidential25
It’s about getting the right
material in front of the right
people at the right time and
right place.

26. Global Marketing
4 key elements for building your social
persona on behalf of Dell
Your Personal Brand
Who are you?
Your Social Footprint
Where & how should
you be engaged?
Your Topic
What are you
going to talk about?
Your Look & Feel
What should your
accounts look like?

27. Global Marketing
What is your personal brand?
• It’s your reputation – the combination of personal
attributes, values, drivers, strengths, & passions you
draw from that differentiate your unique promise of
value from your peers
Confidential27
“A brand is what people say about you when
you’re not in the room.”
– Jeff Bezos, CEO Amazon

28. Global Marketing28
Requires self reflection
Confidential
Values
“What I wish people
would say about me”
-Strategic
-Go Getter/Makes things
happen
-Reliable
-Warm, Empathetic
-Creative
-Intuitive
People work
with
-Intelligent
-Creative
-No nonsense/ down to
earth
-Socially aware
-Social and friendly
-Intellectually curious
Work
conditions
-Broad scope of work
-People Manager
-Flexible work timings
- NOT under micro-
managers
-Working with cross-
functional teams
Level and
Salary
Responsibility:
Decision making
authority for marketing
programs for BU,
specific function or
entire company
Fields of
interest
“I could talk all day
about…”
-Travel - Running
-Wine - Scifi movies
-Work - Social
Geography
-Opportunity to travel
internationally
-Vibrant, coastal cities
-Tech hubs (SF, Seattle,
Austin)
Transferable skills
-Public Speaking/Comms
-Online & experiential mktg
- Social media
- Employee activation
-Change Management
-Website Design & SEM/SEO
-Creativity/Marcom
-Strategic vision + strong
tactical execution
-Team player
The Flower Diagram from What
Color is Your Parachute?
Book by Richard Nelson Bolles

29. Global Marketing
5 questions for building your personal brand
• What are your goals?
• What do you value?
• What are you passionate about?
• What motivates you?
• What makes you remarkable at
what you do?
Confidential29
5 rules to
remember:
Be Diligent
Be Consistent
Be Relevant
Be Interesting
Be YourselfAction! Write down as many one word
answers as you can to the above
questions in the next two minutes

30. Global Marketing
Then Google yourself…
Do your results convey your 3 most
important attributes?
Confidential30 Confidential30

31. Global Marketing
Share your personality,
but avoid topics like
politics and religion
Your topic: what are you knowledgeable about
• Outline your content plan
– Identify 2-3 topics that you are
knowledgeable about
› Related to your role, industry or
passions
• Stay on point
– Use your status updates
strategically
› It's OK to post about other things
now and again
› Avoid random, unrelated thoughts
– Share consistent points of view
across all social channels
• Demonstrate your expertise
– Contribute to industry
conversations
– Post tips & tricks
– Link to relevant white papers
– Point people to relevant news
stories
31

32. Global Marketing
Remind yourself of the plan
• Write down your plan. Stick on your wall for daily reminders.
32
Source: http://www.socialmediaexplorer.com/social-media-marketing/sharing-is-the-cornerstone-of-social-media-success/
60% social media
30% business
10% travel

33. Global Marketing
Your social footprint: prioritize based on time,
level of commitment & outcome
33

34. Global Marketing
Your look & feel: be consistent
• Use the same profile picture, name/username, bio, etc.
Confidential34

35. Global Marketing
How will you uncover
your dream job?
Confidential35

36. Global Marketing
5 tips for getting to the next level
1. Identify your personal brand
2. Develop your social persona & social skills (even if you
aren’t looking for a social role)
3. Invest time in networking
– Online & offline
– Co-workers & industry experts
4. Read a lot! Always know what’s going on in your industry
5. Never be afraid to evolve your role
– Be awesome at your current role first
– Consider your company’s history , culture and your boss's priorities
– If you have a good idea, pitch it to your manger
Confidential36

37. Global Marketing
Feel free to network with me
• Linkedin: www.linkedin.com/in/AmyTennison
• Twitter: @AmyTennison
• G+: https://plus.google.com/u/0/102499635242298720654/
• Flickr: http://www.flickr.com/photos/amytennison/
• SMaC program infographics available at TechPageOne.com:
– http://www.techpageone.com/business/turning-internal-experts-into-
social-influencers/#.UjhadtJeaq-
– http://www.techpageone.com/business/smac-university-turns-3-social-
business-lessons/#.Ujm_0tJeaq8
Confidential37