Empowering Your Virtual Voice
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Liz Brown Bullock, Director of Social Media & Community, Dell, discusses how you can successfully find your virtual voice with ten ideas strategically starting off to more in depth tips on content curation and building influencer relationships. Presented at the Women’s Empowerment Conference 2012 in San Diego, CA. #socialmedia #socialmediatraining
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Empowering Your Virtual Voice
- 1. Empowering Your Virtual Voice Liz Brown Bullock, Director Social Media & Community, Dell @lizbbullock #wec2012
- 2. Global Marketing Business is socializing with purpose 2 Confidential 4/16/2013 Graphic thanks to Gapingvoid.com Hugh MacLeod
- 3. Global Marketing August 2006 Blog outreach expands beyond tech Support August 2006 Blog outreach expands beyond tech support December 2006 Ratings and reviews on Dell.com July 2006 Direct2Dell launched Today Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese. February 2006 Michael Dell Asks 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 joins Twitter Dell launches EmployeeStorm Internal Blogs Launched for Employees. October 2007 Michael Dell quote in Business Week Jeff Jarvis story quote, “These conversations are going to occur whether you like it or not. Do you want to be part of that or not? 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. January 2008 Dell aligns organization for success February 2008 Twitter expanded March 2008 Accepted Solutions launched on Community Dell France begins Online Community Outreach May 2008 Dell Outlet achieves $0.5M in sales via Twitter Community team active on Twitter Small Business blog launched April 2008 Inside IT launched Blog focused on business customers, and Cloud Computing. June 2008 Channel blog launched January 2009 Dell Organizes in to 4 customer focused business units Spring 2009 Some 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 China Micro- Blogging 2006 2007 2008 2009 2010 2011 3 Confidential October 20101 Altimeter recognizes Dell with “Open Leadership Award for Innovation and Execution on Listening June 2010 Dell launches B2B pages Facebook April 2011 Dell named #1 most social brands in ranking of 100 top Dell Social Media and Community University launched/5,000 team members trained by end of year (Aug.) March 2010 Launch @DellCares; today 24/7 11 languages Dec 2010 launched Social Media Listening Command Center Five year journey of embedding social to be a better business
- 5. Global Marketing How companies organize for social media: • Holistic: Everyone is in customer service and support and any employee who wants to be social is enabled • Dell & Best Buy’s Twelpforce are examples Confidential5 4/16/2013 Source: Survey of 140 Corporate Social Strategists, Altimeter Group, November 2010
- 7. Global Marketing This discussion will cover… How Social Media is changing our landscape Planning: 10 tips to get you started & keep you going! Confidential7
- 8. Global Marketing What is social media? • Any tool or service that uses Internet to facilitate conversations • Words, pictures, video, audio, experiences, observations, opinions, news and insights • Connections and collaborations between friends, peers, and influencers • The redistribution of influence • An opportunity and privilege - Brian Solis, “Engage!” Confidential8
- 9. Global Marketing The Social Media Revolution 9 Video Thanks to Erik Qualman Source: http://www.youtube.com/watch?v=0eUeL3n7fDs&feature=related
- 10. Global Marketing Social Media is reinventing how business is done Red Robin, Gourmet Burgers • 460-restaurant chain used internal social network to launch new sandwiches • Traditional 6 month process: mailing spiral-bound books, getting feedback, etc • Taught managers recipes, fastest way to make them all via video & online in days Companies are using social to: • Build teams that solve problems faster • Share information among employees, partners & customers • Bring customer ideas & input in to the company Confidential10 4/16/2013
- 11. Global Marketing Customers want to interact • 93% of Americans believe a company should have a social media presence • 85% believe a company should be active with customers in social media • 56% feel a stronger connection with companies they interact within in social media Confidential11 4/16/2013 Source: Cone Research of 1000+ Americans, September 2008
- 12. Global Marketing Planning 12 Confidential 4/16/2013
- 13. Global Marketing Your social strategy needs as much forethought as any other business process Confidential13 4/16/2013 1. Planning 2. Listening 3. Engaging 4. Measuring Tip 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
- 14. 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? Tip 2: Tie social media to your business and customer objectives Confidential14 4/16/2013 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/
- 15. Global Marketing Embedding social to Dell’s purpose: Confidential15 4/16/2013 • Deepening our customer relationships and helping our customers thrive • Dell encourages thoughtful and customer focused interactions at every touch point
- 17. Global Marketing Questions to Ask in the Listening Stage Tip 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? Confidential17 4/16/2013
- 18. Global Marketing Dell’s Social Media Listening Command Center 25,000 posts a day
- 19. Global Marketing Listening report: 2012 Egyptian Elections 19 Confidential
- 21. Global Marketing21 Listening to conversations: Twitter search Confidential
- 22. Global Marketing22 Listening to conversations: Google.com/Alerts Confidential
- 23. Global Marketing23 Listening to conversations: Socialmention.com Confidential Google.com/Alerts
- 24. Global Marketing Fish where the fish are… 24 Confidential
- 25. Global Marketing Where? Broad use social media platforms Confidential25
- 26. Global Marketing Let’s start engaging… 26 Confidential 4/16/2013
- 27. Global Marketing Engagement pyramid Confidential27 4/16/2013
- 28. 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 Confidential28 4/16/2013
- 29. Global Marketing Engagement Ideas to get started… Facebook • Like • Comment • Post link to an article of interest • Check in Twitter • ReTweet relevant, useful content • Reply promptly • Twitter events with hashtag LinkedIn • Recommend a team member • Provide status update Blogs • Comment on relevant blogs Slideshare • Upload most recent, relevant presentation • Tweet and/or post on facebook that you uploaded presentation Confidential29 4/16/2013
- 30. Global Marketing Develop compelling content and make it shareable Source: http://blog.hubspot.com/blog/tabid/6307/bid/14353/60-of-Social-Media-Messages-are-Links-to-Published-Content-Data.aspx Confidential30
- 31. 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 Confidential31 4/16/2013
- 32. Global Marketing Identifying good content to share: • Idea 5: Follow @lizstrauss (twitter) – What publications do you already read? › Follow their Twitter account – Follow customers, partners and your industry thought leaders – Follow industry experts and thought leaders in social media – Stay up to date with industry blogs on Google.com/reader Confidential32 4/16/2013
- 33. Global Marketing Google Reader Confidential33 4/16/2013
- 34. Global Marketing Online curated sites for relevant content: Idea 6: Vary your content and keep target audience in mind Lionel Menchaca’s, Dell’s Chief Blogger, recommendation: techmeme Guy Kawasaki recommendations: Smartbrief (customize industry topics for daily top stories via email) Stumbleupon (customized by your interests includes photography) Alltop (top stories by popular media) My recommendation: LinkedIn Today @LinkedInToday (twitter) Confidential34 4/16/2013
- 35. Global Marketing Schedule posts via BufferApp.com • Idea 7: Avoid pushing the same content to all your platforms • Buffer: Available for Twitter, Facebook & LinkedIn Confidential35
- 36. Global Marketing Increase fans & followers 36 Confidential 4/16/2013
- 37. 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 Confidential37 4/16/2013
- 38. 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 Confidential38
- 39. Global Marketing What the heck is a #hashtag?!? • Relevant keyword or phrase prefixed with the symbol # (no spaces) • Objective: categorize on common topics & allows search • Searching by hashtag, allows you to see all conversations • Hashtags are extremely popular at events. It allows likeminded folks to connect, plus share conference insights to the outside world Reminders: • Before you publish a new hashtag, check & see if it is being used • Keep it short! Only 140 characters in Twitter • Publish out your hashtag everywhere before events Confidential39 4/16/2013
- 40. Global Marketing Measuring 40 Confidential 4/16/2013
- 41. Global Marketing41 No single measurement for social media success • Idea 10: Select key performance indicators based on your objectives Confidential Influence Ex. # page likes,/shares, external RTs, # of subscribers Awareness Ex. Monthly gross impressions, # of fans/followers Advocacy Ex. Message delivery, sentiment, recommendations Engagement Ex. Total interactions, # fan photos/videos, % engaged on page, comments/posts
- 42. 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 @Lizstrauss (twitter) for content inspiration Idea 6: Vary your content and keep target audience in mind Idea 7: Avoid pushing the same content to all your platforms 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 Confidential42 4/16/2013
- 43. Global Marketing Make time for social media 43 Confidential • 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.
- 44. Global Marketing When you rock, the world pays attention… Confidential44 4/16/2013
- 45. Global Marketing45 Confidential 4/16/2013 Thank You Q&A
- 46. Global Marketing Dell social media toolkit Guide to how small and medium businesses can make the most of social media www.slideshare.net/DellSMB/d ell-smb-socialmediatoolkit The guide includes: • How to develop a social media strategy • Creating social media guidelines • Best practices and case studies • Choosing your social media channels • Measurement and influence • Tips from social media experts • Practical advice to get started Available online
- 47. Global Marketing Influential women on Twitter Gigi Ibrahim @Gsquare86 Cairo, Egypt Followers: >52,800 Marina Petrillo @alaskaRP Milano, Italy Followers: >7,600 Françoise Boivin @FBoivinNPD Gatineau, QC Followers: >1,900 Confidential47
- 48. Global Marketing Don’t forget about your personal brand 48 Confidential
- 49. Global Marketing If you are not branding yourself, you can be assured that others are doing it for you… 49 Confidential 4/16/2013
- 50. Global Marketing Scott Monty, Ford, is a big deal in social media • Monty best recognized face for Ford • Ford first brand to debut car on Facebook vs. auto shows • Ford first major brand on Google+ • Successful for forging new social media paths Example: Ranger Station, fan site, received cease & desist letter for copy infringement – Bloggers started igniting torches on a case of corporate bullying – Ford had already been in online conversations – Monty previously spent 5 years blogging & making connections – Ranger site could continue operating, so long as they discontinued the sale of unlicensed Ford merchandise. – A first for social leading crisis management Confidential50 4/16/2013
- 51. Global Marketing Why employees should care? Strong personal brands add value to corporate brands! • Publicity & visibility • Build organizational credibility • Increased Engagement levels • Expands influence • Human connection to organizations Confidential51 4/16/2013
- 52. Global Marketing 5 Questions Question #1: What are your goals? Question #2: What do you value? Question #3: What are you passionate about? Question #4: What motivates you? Question #5: What makes you remarkable? Confidential52 4/16/2013
- 53. Global Marketing 5 Rules Rule #1: Be Diligent Rule #2: Be Consistent Rule #3: Be Relevant Rule #4: Be Interesting Rule #5: Be Yourself Confidential53 4/16/2013
- 54. Global Marketing 5 Steps Building lasting, effective personal brands takes time and there is no one- size-fits-all process Step #1: Take Inventory Step #2: Develop a (Brand) plan Step #3: Craft Your Identity Step #4: Choose the Right Tools & Channels Step #5: Measure & Repeat Confidential54 4/16/2013
- 55. Global Marketing Tools & Channels Confidential55 4/16/2013 Tools & Channels: You have to use them to understand them • Websites • Blogs/micro-blogs • Podcasts • Social Networks (Facebook, LinkedIn, Twitter) • Events Don’t Forget to: • Make yourself findable (SEO, social networks) • Cultivate relationships with peers, influencers, customers • Donate your expertise to a cause • Start & join conversations
- 56. Global Marketing “We are CEO’s of our own companies, Me Inc. To be in business today, our most important job is to be head marketer for the brand called you” - Tom Peters Confidential56 4/16/2013
Hinweis der Redaktion
- August 2006Blog Outreach Expands Beyond Tech SupportEngagement with anyone who commented about the company. Business model and other issues considered.August 2006Blog Outreach Expands Beyond Tech SupportEngagement with anyone who commented about the company. Business model and other issues considered.June 2007Dell joins TwitterWhy don’t we reach out and help bloggers with tech support issues?February 2008Twitter ExpandedStart experimenting with Twitter for business– another venue to help customers, but also thanking Dell customers. Outreach leads to some Twitters asking for help on purchases.May 2008Dell Outlet Achieves $0.5M in Sales via TwitterCommunity team active on TwitterJune 2009 $2M+ Sales via TwitterDell outlet on Twitter surpasses $2 million in sales with another $1 million dollars in sales at dell.com 2009Dell TechCenterA Collaborative Community for Datacenter pros grows by 400%December 2009Huffington Post BlogDell’s VP of Social Media and Community, Manish Mehta, begins blogging at Huffington PostJune 2009Global Twitter Revenues of $6.5 M Community across the social web =3.5 million direct customer connections
- Most employees are already using social media sites personally and are happy to help support their company. However you need to provide guardrails for engagement. Leverage a social media policy or principles to identify which actions are okay or not okay for employees to engage in and provide ongoing training. I’ve trained over XXXX team members are Dell and even the most tech savy users can learn something new. For instance, the Federal Trade Commission requires any employee talking about their company’s product or service to disclose that they work for that company even in their personal posts. We encourage our team members to include #Iwork4Dell in their posts as an easy way to disclose.
- Before video - Ask attendees which social media platforms they are using today?Let’s take a deeper look into this social media revolution. TA Script: “Let’s start the class by watching a video that does a great job of communicating how important social media has become to modern society and business.”[Watch video]“Has anyone ever seen that video before? It’s a great video produced by a company called Socialnomics and they update it every couple of months since the statistics around social media are constantly changing as more and more people get involved.”
- http://mashable.com/2012/05/23/egypt-election/HI Amy, Yes it erupted in protest because the campaign headquarter of Ahmed Shafiq Ex-Mubarak PM’s office were set ablaze last night. You will find more info here. To give an idea about what is going on right now : At this stage there are two candidates “ Ahmed Shafiq “Ex-Mubarak PM’s office” and people are against him because he was part of the previous “corrupted” regime and another person- the latter is having more vote- from the Islamic party and those who are against him are saying that this party is a Radical one. Ok I will try to send you a report today or tomorrow morning at the latest with the required information.Kind regardsMustapha
- At Dell, we use a tool called Radian6 to listen to customer conversations, but there are also a lot of free services available. Twitter.com/search enables you to see all recent tweets around a particular topic. Google.com/alerts allows you to sign up for daily or weekly email alerts for particular keywords. I’d recommend that each of you set up a weekly google alert tied to your company name at a minimum to listen to what customers and the media are saying about you. Finally, socialmention.com will provide the most robust listening analysis. It allows you to search on particular channels such as blogs, microblogs, video or all social media sites as well as identifying topic sentiment, top keywords, top hashtags and top users of a topic.
- What Motivates us to Share?Interesting or Insightful Material – People share material because they have found it useful or think others might find it interesting. The motivation is to bring relevant information to those we care about the most. On the other hand people might share content which is relevant for them but not necessarily the recipient. This might be done to show off their knowledge or define themselves.Advocative Sharing – We share to get the word out about causes (or brands) we believe in. Sharing is driven by our desire to maintain and shape relationships with others. Therefore if we are passionate about a cause we would want others to build a relationship with it as well.Social Validation – People share to define themselves to show what they care about and give people a sense of who they are and why they care. For example, some social networkers regularly post updates of their day to day lives. They do this for a sense of importance and because it makes them feel connected and more involved with the world.To Pass on Something Entertaining – We share to bring entertaining content to others. Humour is one of the main reasons why we are sharing content online. Just think of the memorable Old Spice campaign, which was one of the most talked about and shared viral campaigns ever.Duty or Incentive – Using an incentive is a great way to motivate someone to react to your content. This could be in the form of a discount or sale. A good example of this is LoveFilm who have sent free trials to their current customers provided they sign up a friend. They are sharing the discount and the service in exchange for a reward. This is an offline strategy but it works the same online.
- SPEAKER NOTE: Have attendees open their toolkits to the events checklist
- AwarenessThe total audience exposed to your owned and earned messagingEx. Monthly gross impressions, followersEngagementThe total level of participationEx. Total interactions, # fan photos/videos, % engaged on page, comments/postsInfluenceHow an information source is deemed relevant, authoritative and credibleEx. # page likes (Fans), external RTs, # of subscribersAdvocacyThe messages, opinions and recommendations about a brandEx. Message delivery, sentiment, recommendations
- If you found this content useful and are looking for practical tips on social media you can find out more information online in a free social media toolkit.The toolkit includes [list out]
- Winner: Hossam el-Hamalawy@3arabawyAn Egyptian journalist and dissident who has worked against the Mubarak regime for years, and who was imprisoned and tortured by state security services as a student, El-Hamalawy has now become a quintessential online voice of the Arab Spring (above). That influence is largely thanks to his vigorous offline activism, which continues today in the face of the Egyptian military's ongoing repression of protest. He argues that the spread of information online played a key role in Egypt's uprising.Followers: >53,000PeerIndex ranking: 64Gigi Ibrahim@Gsquare86Former student of Hossam el-Hamalawy who has become a citizen journalist closely associated with the Egyptian uprising (left).Followers: >33,000PeerIndex ranking: 43Mona Seif@MonasoshPart of the same prominent activist family as AlaaAbd El Fattah, she has led protest marches in Cairo and continues to use her feed to voice opposition to military trials for civilians.Followers: >46,000PeerIndex ranking: 36Marina Petrillo@alaskaRPA 22-year veteran of Italian independent radio station Radio Popolare, Marina Petrillo has now become a key Italian aggregator of news about the Arab Spring in the mould of Andy Carvin.Followers: >5,000PeerIndex ranking: 37Maria Popova@brainpickerOne of the best accounts out there, Popova cherry-picks intriguing, interesting and downright out-there technology and innovation stories from across the web. On any given day, Popova and her Brainpicker website may alert readers to anything from vintage science adverts from the Fifties to research about how cycling is helping to liberate Indian women.Followers: >118,000PeerIndex rating: 76