We know that the social channels offer a myriad of opportunities to reach existing and new customers. Imagine a company where participation in social marketing is a requirement for the entire marketing organization. Dell has increased their social footprint by 60% over the past year by creating a culture around social marketing. Connie will share how Dell is accomplishing the shift of employee participation in social channels from a ‘nice to have’ to a ‘must have’. She will provide best practices for integrating social marketing into the fabric of a company.

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Dell - Internal Use - Confidential
Creating a Culture
for Making Business Social
MnSearch Summit
June 27, 2014

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Dell - Internal Use - Confidential
• Defined Community Manager Role across business functions (2006)
• Pioneered big data via insights from social monitoring tool data (2008)
• Transforming social content marketing @Dell
Leading Global Social Content Strategy and Governance
Connie Bensen
@cbensen #SocialBizology
(presently Social Content Strategy)

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Dell - Internal Use - Confidential
A journey to optimize content and social.

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Dell - Internal Use - Confidential
Are you prepared to be a Social Business?
Source: Sprinklr’s Social@Scale ebook
David Armano

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Dell - Internal Use - Confidential
Creating a culture that supports Social Content optimization
• People and expectations
– How do you shift expectations
to support integrated marketing?
• Encourage collaboration
– Internally across teams
– External events
• Shift to customer-centric content
– Processes
– Tools
[noun] Social Bizologist
definition: The person responsible for guiding the integration of social
into the business functions of an organization.

6. Global Marketing
Dell - Internal Use - Confidential
People and
priorities

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Dell - Internal Use - Confidential
@AmyHatDell

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Dell - Internal Use - Confidential
Employee activation via Social Media Certification

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Dell - Internal Use - Confidential
Social SME program
Empowering Dell’s subject matter experts

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Dell - Internal Use - Confidential
#SocialExec program

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Dell - Internal Use - Confidential
LinkedIn
95,000 employees follow Dell’s LinkedIn company page
@JenniferNatDell

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Dell - Internal Use - Confidential
Dell’s Global Primp Your Profile program

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Dell - Internal Use - Confidential
Use LinkedIn to showcase your Company Brand

14. Global Marketing
Dell - Internal Use - Confidential
Encourage
collaboration
(internally and
externally)

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Dell - Internal Use - Confidential
Dell CAP Days and Social Think Tanks
@Konstanze

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Dell - Internal Use - Confidential
Dell team member contributions created a need
for a global content calendar
@LPT

17. Global Marketing
Dell - Internal Use - Confidential
Create
customer-centric
content

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Dell - Internal Use - Confidential
Make business social across the organization
@CBensen

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Dell - Internal Use - Confidential

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Dell - Internal Use - Confidential
Activating Marketing and Sales teams
@HavilahTower

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Dell - Internal Use - Confidential
Data drives decisions and motivates teams
@BrianMelinat

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Dell - Internal Use - Confidential
Provide teams with Playbooks
• Brand certification
• List of standardized organic keywords
• Content optimization guidelines
• Value proposition messaging

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Dell - Internal Use - Confidential
Revising processes for content marketing
@iamnikkideleon

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Dell - Internal Use - Confidential
Globalizing content
@JanineWegner
Be the change that you wish to see in the world
Mahatma Gandhi

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Dell - Internal Use - Confidential
Suggestions for embedding social in the fabric of
a company (and optimizing content!)
• Integrate social into the workday
– Put on your consultant’s hat and ask teams what their pain points are
– Translate how content can be optimized and leveraged in social
– Help teams understand what to start doing, keep doing and stop doing
– Provide resources, training and certification
– Create a Center of Excellence with a goal of making social a job requirement
– Start with a global intranet site
• Encourage collaboration
– Use a weekly core team meeting to drive change
– Encourage early adopters to share best practices
– Share wins with the world and publish the case studies on Slideshare
• Create customer-centric content
– Data is the hook for getting consistent use of tools
– Simplify toolsets to avoid fragmentation in reporting and usage
– How can you build a global content calendar?
– The tools can guide process revision (use the interest to reverse engineer)

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Dell - Internal Use - Confidential
Questions?
Resources
Optimize
by Lee Odden, TopRank Marketing
Revenue Engine
by Steven Woods, CTO Eloqua
Rise of the Revenue Marketer
by Debbie Qaqish
Altimeter Report: Digital Transformation: Why and How Companies are
Investing in New Business Models to Lead Digital Customer Experiences