The document provides 10 tips for using social media effectively for businesses. The tips are: 1) Write a social media plan tied to business goals and customer objectives; 2) Identify your target community and sign up for free listening tools; 3) Follow industry thought leaders for content inspiration and vary content for different audiences; 4) Listen to customers to identify relevant content needs; 5) Adopt a relationship-building approach when engaging followers; 6) Leverage in-person events to strengthen relationships; 7) Select key performance indicators to measure social media objectives; 8) Complete online profiles for better search results; 9) Get organized to track vast social media data; and 10) Make time for social media as part of the regular work

1. Global Marketing
10 Social
Media Tips
for Your
Business
@AmyHatDell

2. Global Marketing
MYTH: :REALITY
Social media wastes time It can be used efficiently
Source

3. Global Marketing
MYTH: :REALITY
LinkedIn is just a place to
search for new jobs.
LinkedIn is a relationship
building site

4. Global Marketing
MYTH: :REALITY
Social media should bring
quick results
Social media is a
marathon, not a sprint

5. Global Marketing
Social Media Matters To Business
90% of Inc.
500 companies
use a major social
media platform
60-80% Of
purchase decision in the B2B
space are made through
online research before
contacting the company
77% Of buyers are
more likely to buy from a
company if the CEO uses
social media (Top Rank)
92% of people
delete emails &
voicemails from
people they don’t
know.
53% of B2B
buyers follow
social discussions
about vendors
they are
considering (Top
Rank)

6. Global Marketing
Social Media Matters To Sales People
82% of
prospects can be
reached via social
media
73% of salespeople using
social selling as part of their
sales process outperformed
their peers & exceeded quota
23% more often.
54% of social
salespeople have tracked
their social selling back to
at least 1 closed deal.
8x more engagement
on employee posts than
company accounts.
40x more
likely to turn up
in a LinkedIn
search if your
profile is fully
completed.

7. Global Marketing
Your social strategy needs as much forethought as any
other business process
@AmyHatDell
1. Planning
2. Listening
3. Engaging
4. Measuring
Idea 1: Write up a plan
According to CRM industry
analyst, Brent Leary:
“Strategic users are almost
3xs more likely to execute
activities for engaging prospects
than informal users (53% vs. 19%)”
Source: Brent Leary’s Strategically Social: 5 Keys to Becoming a Social Business

8. Global Marketing
Questions to Ask in the Planning Stage:
• What are the organizations’ goals?
• What is the business plan?
• What is the current relationship with our customers?
• What is the relationship we want with our customers?
How does social media support these goals?
Idea 2: Tie social media to your business and customer objectives
@AmyHatDell
I think it starts with understanding what the organization’s goals
are…part of the problem is that too many people want to jump into a
Facebook “strategy” or a Twitter “strategy” – Shel Holtz
Source: Shel Holtz: http://labs.openviewpartners.com/shel-holtz-talks-content-and-social-strategies/

9. Global Marketing
Questions to Ask in the Listening Stage
Idea 3: Identify and target your community
• Any social strategy first begins with listening to feed & inform your strategic
plan
• Listening should be for conversations about the company, product(s),
category, competitors and the industry
• By listening, you gain insights on what people are talking about & how they
talk about companies and products
– What are people saying about your brand?
– What are the popular topics about your brand?
– Who are the advocates, detractors and influencers in your industry?
– Where are the conversations happening?
@AmyHatDell

10. Global Marketing
Listening to conversations: free tools
@AmyHatDell
Twitter.com/Search Google.com/Alerts Socialmention.com
Idea 4: Sign up for free Listening tools if you haven’t already…

11. Global Marketing
Listening For Insights…
What insights do you gain from listening to your customers?

12. Global Marketing
Listening For Insights…
What can you deduce from the company announcements?

13. Global Marketing
Standard conversation values for engagement:
• Authentic
• Personal
• Transparent
• Inclusive
• Honest
• Conversational
• Educational
It’s not just about being out
there and participating, it’s
about being authentic and
bringing value
@AmyHatDell

14. Global Marketing
Engagement: How to get started…
Twitter
• ReTweet relevant, useful content and provide comments
• Reply promptly
• Tweet at events with hashtag --#WBENCconf
LinkedIn
• Provide status update
• Share business relevant content
Blogs
• Post a comment on relevant blogs
Slideshare
• Upload most recent, relevant presentation
• Tweet, LinkedIn, Google+ that you uploaded presentation with link to share
@AmyHatDell

15. Global Marketing
Content rules – 80/20
• People more likely to do business with a friend
• You need to make friends to influence people
• Follow 80/20 rule: 80% to support others and
20% self promotion
• Being real on social media makes 80% target
easy to reach
• When you share a great article or blog post,
use their twitter name
@AmyHatDell

16. Global Marketing
When the social salesperson joins conversations
• One size does not fit all
– Etiquette varies
– Topics vary
– Community rules vary
– Ability to talk about your offerings varies
• Listen before you speak
• Do not join a discussion with
transactional content
• Focus on adding value to the
conversation above all else
Watch to see what types of posts/content get positive
responses and plan your content accordingly

17. Global Marketing
Identifying good content to share:
• Idea 5: Follow Industry Thought Leaders
What publications do you already read?
› Follow their Twitter account
› Share content from their site directly to social
platforms
– Follow customers, partners and your industry
thought leaders
– Follow @SmallBizLady (twitter)
– Stay up to date with industry blogs
@AmyHatDell
Melinda Emerson
@SmallBizLady
Forbes #1 Influential Woman for Entrepreneurs, Host #SmallBizChat,
Followers: 234,321
Following: 19,326
Key Influencers:
Small Business:
New York Times @NYTSmallBiz
Wall Street Journal WSJBmallBiz
Melinda Emerson @SmallBizLady
Alfred Edmond Jr @AlfredEdmondJr
Marketing/Advertising:
Liz Strauss @Lizstrauss
Brian Solis @briansolis
Human Resources:
Society for Human Resources
@SHRM_Research
Monster @MonsterWW
Technology Media:
TechCrunch @techcrunch
Wired Magazine @wired
Social Media:
Charlene Li @Charleneli
Jeremiah Owyang @jowyang
Customer Experience:
Jackie Huba @JackieHuba

18. Global Marketing
Online curated sites for relevant content:
Idea 6: Vary your content and keep target audience in mind
Lionel Menchaca’s, Dell’s former Chief Blogger, recommendation:
techmeme
Guy Kawasaki recommendations:
Juice
My recommendation:
LinkedIn Pulse
Klout
Websites you are already reading
@AmyHatDell

19. Global Marketing
Customer Experience
Social Outreach team formed in 2006
• Tech support experts were then hand-
selected for their tech problem-solving
expertise and superior interpersonal skills
• On average team addresses 5,000 posts a
week in 14 languages
– 98% resolution rate
– 50% ranters to ravers conversion
– Team proactively developing helpful
content based listening and engagements
• Idea 7: Listen to your customers to
determine relevant content needs
@AmyHatDell

20. Global Marketing
Increasing fans and followers:
• Idea 8: Adopt a relationship mindset. Just as you do with
your friends, engage fans and followers in meaningful ways
– Keep asking questions
– Create virtual projects
› Brainstorming for a campaign or raising $$ for disaster relief
– Celebrate follower activities & achievements
– Add value
› Give sneak peeks, exclusive content and special promotions
– Complete the circle
› Tie off the communication: Thank them for reaching out and ask if
you can be of additional assistance
@AmyHatDell

21. Global Marketing
• First step to controlling your online
identity and defining your brand
• You have 8 seconds to capture
their attention
• Ensure your profile is complete—it
is not a resume.
Complete your LinkedIn profile
DID YOU KNOW? LinkedIn estimates you’re up to 40X more
likely to turn up in a search if your profile is complete
@AmyHatDell

22. Global Marketing
Personalize your connection requests
GoodBad

23. Global Marketing
Build stronger relationships by bridging social & in-
person
• Idea 9: Take advantage of in-person interaction to deepen relationships
• Events are powerful opportunities to build relationships
• Recommended tools: Twitter & Slideshare
– Offer inside access by “live-tweeting” during the event & use hashtag
– Join conversations to share your thoughts and opinions
– Connect with influencers attending or covering the event
– Post-event, share presentations on Slideshare
@AmyHatDell

24. Global Marketing
Networking at events
• Ask people you meet if they are on Twitter or LinkedIn
• Follow on Twitter and send LinkedIn connection requests quickly
• Include your Twitter handle and LinkedIn URL on business cards
• Use social media to continue relationship building after the event

25. Global Marketing
No single measurement for social media
success
• Idea 10: Select key performance indicators based on your objectives
@AmyHatDell
Influence
Ex. # page likes,/shares, external RTs, #
of subscribers
Advocacy
Ex. Message delivery, sentiment,
recommendations
Insights
Ex. Cost savings over focus
group/surveys, campaign insights,
competitive insights
Awareness
Ex. Monthly gross impressions, # of
fans/followers
Engagement
Ex. Total interactions, # fan
photos/videos, % engaged on page,
comments/posts
Support
Ex. Questions answered, # of avoided
support calls

26. Global Marketing
Social Media data is vast
@AmyHatDell
Get Organized:
• Determine relevant media for key
performance indicators
− Facebook, Twitter, Blogs, Message
Board, Forums
• Decide on data collection process
− Web crawler, API, screen shots,
exports, etc.
• Define cadence
− Real-time feeds, daily reports,
weekly analysis, monthly
scorecards
• Measure Impact
− What influence will improvements
have on business goals

27. Global Marketing
Types of success metrics aligned
with goals
@AmyHatDell
Reach
Social Impact
• visits, pages viewed, navigation paths, links clicked
Influence
Customer Impact
• likes, re-tweets, sentiment, forwards, membership
Outcome
Business Impact
• sales inquiries, new business leads, customer loyalty

28. Global Marketing
Top Ten Ideas:
Idea 1: Write up a plan
Idea 2: Tie social media to your business and customer objectives
Idea 3: Identify and target your community
Idea 4: Sign up for free Listening tools if you haven’t already…
Idea 5: Follow Industry Thought Leaders for content inspiration
Idea 6: Vary your content and keep target audience in mind
Idea 7: Listen to your customers to determine relevant content needs
Idea 8: Adopt a relationship mindset. Just as you do with your friends, engage fans and
followers in meaningful ways
Idea 9: Take advantage of in-person interaction to deepen relationships
Idea 10: Select key performance indicators based on your objectives
@AmyHatDell

29. Global Marketing
Top Ten Questions Executive should ask:
Question 1: How will social support my business goals?
Question 2:What is the conversation volume and sentiment about my business, products or services?
Question 3: Which online communities are important to my business and is my team involved in
those conversations?
Question 4: Are there other technology conversations taking place that my team should be a part of
and if so where?
Question 5:Are there specific content gaps or customers questions that aren’t getting addressed?
Question 6: Who are my industry’s Influencers?
Question 7: Which of my customers are online?
Question 8: Am I connected with our most important customers online?
Question 9: Have I identified subject matter experts on my team to connect with those influencers?
Question 10: Am I taking advantage of customer feedback and insights via social media?
@AmyHatDell

30. Global Marketing
Make time for social media
@AmyHatDell
• Add 30 minutes to your calendar 2x a week to
listen or engage in social media
• Don’t go overboard – just start with 1-2 platforms
• Download social applications to your phone
• Find a social media mentor
• After a customer meeting, thank the customer in
social media
• Use relevant hashtags to connect with event
attendees, speakers, etc.

31. Dell - Restricted - Confidential
THANK YOU!
Connect
With Me! Amy_Heiss@dell.com
linkedin.com/in/AmyHeiss
@AmyHatDell