Creating A Social Environment For Employees

1. Creating A Social Environment for Employees Stephen Jio, Dell - @stephenjatdell Social Media in HR Summit #socialhrdub – 28 September, 2012

2. • Employee empowerment creates trust and Brand advocacy • Building an integrated Social Media strategy • The critical importance of training • Looking for the right infrastructure to suit your needs • Extending beyond 2 @stephenjatdell © 2012 - Dell

4. Social Media is in Dell’s DNA Product Development Marketing Communication • Feedback Loop • Demand Forecast • Rich Media • Early Warning • Lead Generation • Brand Reputation • New Product • Message Reach • Influence Ideation • Reputation Employee Focus Customer Service Online Presence • Communication • Collaboration • Listening • Ratings & Reviews • Talent Acquisition • Support Widgets • Communities • Innovation • Outreach • Customer Stories © 2012 - Dell

6. Internal Social Media: Employees see the benefits 61% find it easier to 60% find that internal social 58% find a company that Collaborate media demonstrates deploys internal social media Innovation is one to Trust 1 Source: APCO Worldwide and Gagen MacDonald, Survey on the State of the U.S. Workplace as Viewed by America’s Workforce, October 2011. 7 @stephenjatdell © 2012 - Dell

7. Internal Social Media: Employers see the benefits Employees get empowered Enriched ideas are Social engagement breaks and become generated through down Silo Mentality Brand Advocates Crowdsourcing 8 @stephenjatdell © 2012 - Dell

10. Mass Social Media The lines are blurred: Market Collaboration happens between both External Community External Community Direct2Dell Community External Hosted External Community Community Communities Support Mastery & Use Affinity Ideation External Extranets Topical Experts Internal Internal Networks / Enterprise Workgroups 11 @stephenjatdell © 2012 - Dell Collaboration

12. Social Media Strategy Summary - Build and Execute your strategy 1. Identify what you want to achieve with Social Media 2. Budget for scalability with Sponsorship from Executives 3. Train your Staff for best practise engagement BUILD 4. Listen first to what is being said, understand your Customer 5. Engage and be part of the conversation and the solution 6. Opportunity is there in all elements of your business EXECUTE 7. Measure your results 13 @stephenjatdell © 2012 - Dell

13. Brand Reputation Customer Stories Listening Feedback Identify: Conversation What do YOU want from YOUR Social Engaging Media efforts? Sharing ideas Collaboration Virtual Project Management Campaigns CRM Viral Content Demand Generation Potential Issues Support Important Announcements Competition Buzz 14 @stephenjatdell © 2012 - Dell

16. Training is essential Empower Employees: Provide Social Media • Clearly sets out the principles of listening and engaging training • Puts processes in place to execute – Principles – Policy – Governance • Allows for ALL employees to participate • Minimises risk and exposure for a company • Understanding the balance between work productivity and socialising • Also for agencies and contract workers 17 @stephenjatdell © 2012 - Dell

17. Social Media Social Media Principles Principles: Live by them 1. Protect Information 2. Be Transparent and Disclose 3. Follow the Law, Follow the Code of Conduct 4. Be Responsible 5. Be Nice, Have Fun and Connect http://www.dell.com/socialmedia 18 @stephenjatdell © 2012 - Dell

18. Internal Social Media Infrastructure What to look for: • Be available to all employees – Dell Chatter can be accessed by all 100,000+ staff • Be easy-to-use – Facebook/Twitter • Follow individuals with becoming ‘friends’ • Create and manage groups • Share content • Be robust for 24/7 access 19 @stephenjatdell © 2012 - Dell

19. Internal Social Media Network for Project Management Using an internal Social Media Network: • Allows for collaboration of project teams • Can be open to view or closed only to team • Can workflow documents for review and have a single thread for comments • Share files without having to use email or an internal network share • Allowing feedback in a ‘Social’ manner • Mobile apps can keep you connected 20 @stephenjatdell © 2012 - Dell

20. Execute your strategy: Listen, Listening Engage, Opportunity Engaging “Engaging in honest, direct conversations with Opportunity customers and stakeholders is a part of who we are, who we’ve always been. The social web amplifies our opportunity to listen and learn and invest ourselves in two-way dialogue, enabling us to become a better company with more to offer the people who depend on us.” - Michael Dell 21 @stephenjatdell © 2012 - Dell

21. Why You NEED to Listen Listening: What is the Customer Stories Community saying Peer to Peer Influence Sales Lead Generation Support Brand Reputation Comments Instant Feedback Product Evaluation Potential Issues Queries on Product/Services 27,000 posts daily about Dell 22 @stephenjatdell © 2012 - Dell

22. • Engagement doesn’t mean Engagement: responding to everything! Food for thought • Do not use to neutralise or argue a dissenting opinion • Let the community respond; trust the community • Engage in conversations that are already happening, BUT LOOK FOR LANDMINES • Be prompt, Social Media moves quicker than any other channel of communication …and don’t Tweet when you’re in a bad mood 23 @stephenjatdell © 2012 - Dell

23. #FAIL: Think before Tweet • When you tweet for a company you are the company #&@&ig • Why training is so important • Forget the delete button – once its posted, its permanent 24 @stephenjatdell © 2012 - Dell

24. Survey: The difficulties of assessing Social Media… "We trend to overvalue the things we can measure, and undervalue the things we cannot." John Hayes, CMO of American Express #CMOSOCIAL - Twitter Resource: eMarketer - Newsletter 12/09/12 26 @stephenjatdell © 2012 - Dell

25. KPIs: • Brand Health – How we measure up Net Promoter Scores, Social Net Advocacy our Social efforts • Customer Satisfaction (Social Support) – Within the Social environment, community responses • Conversion (User Content) – Customer reviews, user generated content • Consideration – Effectively driving traffic to dell.com • Revenue – ‘Social’ associated purchases, indirect and direct attributed 27 @stephenjatdell © 2012 - Dell

27. Crowdsourcing: Tapping into the collective intelligence of the community • IdeaStorm introduced 2007 • Over 17,000 idea submitted • 738,000 votes • 96,000 comments • +500 ideas implemented • EmployeeStorm for staff 29 @stephenjatdell © 2012 - Dell

28. Customer Service: Reaches beyond the ‘one to one’ • Employees step out beyond internal Social Media • Proactively reach out to customers • Integrating efforts with support.dell.com • Team engages with 1,000+ customers per week • Positive impact on customer satisfaction: 35% conversion of ‘demoters’ to ‘promoters’ 30 @stephenjatdell © 2012 - Dell

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