Liz Brown Bullock, Director of Social Media and Community, Dell, presents how to Achieve buy in at all levels and create brand ambassadors. Employees are key ingredient for success in this new modern world. See how Dell has trained 8,000+ employees and activated them to be a better business. Presented April 2013 at GSMI Social Media Strategy Summit, Chicago
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Achieve Buy In At All Levels: Creating Brand Ambassadors
1. Achieving Buy In On All Levels:
Creating Brand Ambassadors
Liz Bullock, Director Social Media & Marketing
Liz Brown Bullock (LinkedIn)
@lizbbullock
#smssummit
2. Global Marketing
Employees are key ingredient for success in this new
modern world:
More than ever – a company’s
brand is influenced by what
consumers are saying about the
brand
A person like you
(everyday employee)
is 2x trusted vs. Chief
Executive
(Edelman Trust Barometer, ‘13)
Confidential2
90% trust recommendations from
people they know. 70% trust
consumer opinions posted online.
14% trust advertising (Nielsen, 2009)
How companies
market, sell to
and support their
customers is
changing…
What roles do
employees play in
this
transformation?
How do you
support them?
4. Global Marketing
Employees can
use social to
be more
effective
(McKinsey estimates 1.3
trillion in business
value)
4 Confidential 4/26/2013
5.
6. Global Marketing
January
2008
Dell aligns
organization
for success
August 2006
Blog outreach
expanded beyond
tech Support
December 2006
Ratings and
reviews launched
on Dell.com
July 2006
Direct2Dell launched
Today Direct2Dell exists in
English, Spanish, Norwegian,
Japanese and Chinese.
February 2006
Michael Dell asked
Why don’t we reach out and help
bloggers with tech support issues?
January 2007
StudioDell launched
Dell’s video and podcast site, with
helpful tips and tricks. Eventually
expanding this into the YouTube
channel making sharing easier.
February 2007
IdeaStorm launched
A voting based site allowing
customers and others to
submit ideas for Dell.
June 2007
Dell joined Twitter
EmployeeStorm
launched
Internal Blogs Launched
for Employees.
October 2007
Michael Dell quoted in Business
Week
In response to Jeff Jarvis question around
whether companies want to be part of the
online conversation: ”My argument is you
absolutely do. You can learn from them. You
can improve your reaction time. And you can
be a better company by listening and being
involved in that conversation.”
November 2007
DellShares
launched
The first investor
relations blog by a
public company.
March 2008
Accepted Solutions
launched on Community
Dell France begins Online
Community Outreach
May 2008
Dell Outlet achieved
$0.5M in sales via Twitter
April 2008
Inside IT launched
Blog focused on business
customers, and Cloud
Computing.
June 2008
Channel
blog
launched
January 2009
Dell Organizes
into four
customer
focused
business units
Spring 2009
Members of
Community
and
Conversations
deployed
within each of
the new Dell
Business units
June 2009
$2M+ Sales
via Twitter
2009
Dell TechCenter
June 2009
Global Twitter
revenues of
$6.5 M
December
2009
Huffington
Post Blog
March
2010
Dell
joins
Sina
Weibo
in
China
2006 2007 2008 2009 2010 2011
Altimeter
recognized Dell
with “Open
Leadership Award
for Innovation and
Execution”
Social Media &
Community
University (SMaC U)
launched
5,000 team
members trained by
end of year
B2B pages on
Facebook
Dell
named
the No.
1 most
social
brand
6 Awards for the
Social Media Listening
Command Center
June 2010
CAP Days launched
In-person events for vocal
online customers
December 2010
Social Media
Listening
Command
Center launched
Seven years journey of embedding social to be a better
business
6
2012
9. Global Marketing
Ultimately, activate employees to deepen relationships
and better serve our customer’s needs
Understanding
Awareness
TIME
Action
EMPLOYEEBEHAVIORCHANGE
SMaC Champions
Rewards & Recognition (leaderboards)
SocialSME
Command Center, Listening reports &
profiles
Daily Direction: Amplify content
Skill enhancing classes:
Listening for Insights,
Writing, Blogging, Influenc
er relationships,
Social Inside Out Speaker
Series (Charlene Li, Chris
Brogan)
Chatter adoption
NEW programs:
#DellLove, SOS, Project
Sputnik
Confidential9
Task oriented portal
Policy (2006)
Principles (2010)
SMaC University:
Certification program
required for employees on
behalf of Dell
Governance portal
Global Unconferences
(US, India, China, Brazil, UK
)
Internal communications:
Executive
Councils, digests
11. Global Marketing11
Create actionable content
Confidential
Content Creator
Conversationalist
Listener
Advanced Videos, Blogs, Content
Intermediate Micro blogging, conversations
Basic Listen, take insights into business
Participationlevels
Low
High Proficiency Level Activity
Enables employees to engage based on various levels of participation
13. Global Marketing
SocialSME (Subject Matter Experts)
Train SME’s to be social thought
leaders, develop key influencer and
customer relationships and thrive in
relevant online communities
Value: Impact Dell’s share of
voice, sentiment, SEO, solutions and
ultimately sales
Individual scorecards:
Revenue, share of voice, earned
media value, SEO and engagement
Confidential13 4/26/2013 Credibility Sees Dramatic Changes: Edelman Trust Barometer 2012
14. Global Marketing
SMaC Champions
• Ask certified employees to do various
social activities on behalf of Dell that speak
to their level of interest and expertise
• Deepen their social expertise
• Portal serves up activities, tracks, reward
and identify the right employees to activate
Confidential14 4/26/2013
Listening
Thank You
Social
Development
Events
Amplify
Community
Service
internal external
15. Global Marketing
SMaC Champion portal
Confidential15
Twitter and Chatter
feed showing
team member
engagement
#iwork4dell, @dell
handles
Clubs with specific
tasks for team
members to sign
up
16. Global Marketing16
Closing with final thoughts…
1. Employees are key in building some of the lost, but they need clear
governance, training and processes.
2. All employees can use social to be more effective. It may just be
listening, but that is critical skill set to get closer to customer.
3. Ultimate goal is activate employees and deepen customer
relationships to be a better business.
4. Go find your subject matter experts and train them. Customers want
to connect with them.
5. Keep track of your rock star employees. You will be pleasantly
surprised.
Confidential
Businesses are facing a fundamental paradigm shift. With the increase of advertising clutter and lack of trust, customers are turning to their peers and like minded consumers to make product decisions. Think about the last time you made a purchase. What was the process for attaining information for that product and making that decision? I’m planning upcoming summer vacation with the family. I’m thinking about initially asking my FB friends for recommendations, then going to various travel sites to research ratings & reviews and peer feedback, along with photos. Whom do you trust better? Adverting brochure vs. friend or peer’s recommendation on your next vacation. More than ever a company’s brand is influenced by what consumers are saying about the brand We have a democratizing trend of the redistribution of influence. We gone from 2000 where is what very few people controlling the conversation, fixed, monologue to 2013 it is many and customers are co-creating our story, it’s a dialogue. Edelman Trust Barometer analyzes whom consumers trust and 2013 findings show an academic or person like you is 2X as trusted vs Chief Executive or government official. How companies market, sell and support their customers is fundamentally changing. Your employees are a key ingredient for success in this new modern world. How to train, activate, support and unleash them in this powerful space?
Reality is that we lost trust between the marketplace and the consumer due to some of the financial challenges in the past years and Senior Executives making poor decisions on behalf of the company.Additionally, expectations from the consumer has shifted. According to Edelman Trust Barometer in the past five years, customers expectations for companies have shifted from focus on operational excellence to importance of building trust via more engaging, external facing behaviours and policies that contribute to personal satisfaction, customer satisfaction and the greater good. Edelman identified 5 trust performance clusters in order of importance: engagement, integrity, products and service, purpose and operations at the bottom. Employees are key in building some of lost trust. We’ve seen at Dell that are employees share 8xs more Dell urls vs. our corporate accounts. Why? Because they can.. We ask that our certified employees share relevant Dell stories, products, news that is relevant for their communities and speaks to them. .
McKinsey published report saying that social technologies stand to unlock 1.3 trillion in business value
Social Media offers Dell more opportunities to listen, engage and ultimately understand our customers better than ever before. Our strategic approach to the growth of social media is to build a social business. We’ve been seven years in the journey to embed social in the fabric of the company – across the entire organization: marketing, sales, product group, online, HR to bring our customer front and center. Social Media has proved to be about more that business transactions or top of marketing funnel. After 7+ years, we have concluded that social impacts every aspect of customer experience and lifecycle in positive ways and sometime even more impactful vs. other mediums. Today, we see social media as tool to be used across the fabric/functions of our businesses to build better business and be more connected with customers (i.e. the social web is not just about marketing or a customer support channel, rather it is a tool to be used to collaborate, connect and constantly do more with customers, from quality, to innovation, to building better business processes, to connecting and sharing real time, as well as solving technical or customer care issues) In March 2006 we established the Online Community Outreach team, a group of tech support experts that reached out to bloggers around the world who had questions or required assistance. Later that year we expanded blog outreach beyond tech support to include any conversations about Dell. 2006 was also the year we launched our blog, Direct2Dell.Moved into communications – using as a channel to tell our story – Direct to DellDeveloped into crowd sourced product and service development with IdeaStormGone multi-lingual – multi-platforms – from our own .com/blog out to those customers select for themselves – no good just listening to the conversations in English, in your own front room - got to get out into the street to hear what customers really thinkInternal and external – agent for collaboration and innovation within the organisation e.g. Employee Storm; ChatterDirect sales (or facilitation) channel – lot made of our sales on platforms like twitter with @delloutlet but also important to realise that buying behaviours for products and services are also now heavily influenced by the social web – the opinions of trusted friends often first port of call (social web friends; bloggers)…so bringing those views into the buying process is impactful – so dell.com brings reviews/ratings front and centre with customersPower of advocates/ambassadors not to be underestimated – your team members are powerful voices for your brand/products and services… SMaC training and open access to all the tools they need at work to both LISTEN and ENGAGE
Customer connected employees are your companies rockstars!