For us Social Media is part of our DNA and participate in nearly all aspects of the business.Product Development – new ideas, share ideas and get feedbackMarketing – creating awareness - demand on products, global, regionalCommunications – launching a product, PR, building buzzOnline Presence – customer’s voice, user generated contentCustomer Service – support of the product Sales – company strategy
So where do we start?
In order to develop a Social Media strategy, you have to understand what it is all about.Tweets, blogs, comments, posts are all the exchanging of ideasDynamic communities – examples: Women’s world cup final between US and Japan in 2011 set a record for tweets per second at 7,196 – which has since been broken by 6 other dynamic events. Technology – hardware smartphones, tablets, laptops, internet, conductivity - - software agnostic conversation enablers like Facebook, Twitter, etc.What makes Social Media different from other forms of media is that the community user is the owner of content and the playing field is neutral.
Interaction #2– groups to discussHere are some ideas and they may be on your list, however let’s put together your own list and then a collective list of your table so we can compare with the other tables.
When I spoke of sponsorship from company executives – there are 2 ways this benefits youIs budget and resourcing as your strategy will require lots of bothIs how you are able to engage philosophically – what’s important is to be very transparent and honest and that is sometimes difficult as companies are used to being very closed about what they do and how they do it.
The key principles of any Social strategy are listening and engaging.Social listening and engaging is part of Dell’s DNA.The process is crucial – you must first listen, then engage and the opportunities will follow.Many companies decide to flip the process over and essentially use social as a campaign vehicle – however Social is empowerment of the community and they set the expectations – so if you don’t listen chances are you won’t be near the mark with your opportunities.
Back in 2006, on average, there were about 5000 posts per day about Dell. Today, on average 26,000 posts about Dell every day in social media (tweets, blogs, mentions in comments, questions in forums etc). These range from fans recommending products and services to others, to customers looking for support, to people sharing ideas with us or telling us about how they use their technology and where they want to go in the future. We do hear them all, aggregate the information and share that with our businesses.Our Listening Centres regional located along with Dell employees listen to the conversations. Some is reactive and others proactive with tools to help assist.Essentially listening is critical when you consider there is someone out there talking about you!
Engagement doesn’t mean having to respond to everything – sometimes conversations are best kept among the communityOnce you engage, what goes out becomes public and permanent (don’t ever think that a delete of a post is final!)
To many companies, Social Media success is justified primarily on its ability to perform as an extended marcom channel for the business.As you can see in the Econsultancy, The State of Social Report 2011.
outsourcing a task to an independent ‘crowd’ of experts who compete (or sometimes collaborate) to solve the problemThey are often rewarded for doing so. Threadless is a fashion company that’s had great success by asking people to upload T-shirt designs that site visitors then rate each week. Winning submissions get printed in limited editions, and the creators are rewarded with cash and site credits.
Social customer service is effective as its reach is far greater than the normal one-on-one service – it is also effective turning demoters of your product into promoters.
Photo is of the Dell Global Listening Centre in Austin, Texas – other listening centres throughout the world
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