Leveraging the potential of utilizing Social Media with non-profit, volunteering organizations. Presented on 18/09/13 at Dell Limerick, Ireland.

1. Social Media in Volunteering
Leveraging the potential
Stephen Jio - Dell
18/09/13 - Limerick

2. “Social media isn’t the end-all-
be-all, but it offers marketers
unparalleled opportunity to
participate in relevant ways.”
Matt Dickman

3. 3 stephenjatdell 9/16/2013
Dell and Volunteering
• More than half of Dell team
members globally participate in
community service projects
• Dell global team members
volunteered more than 700,000
hours in their communities last year.
• Participation in community service
activities with more than 15,000
charities in 60 countries.

4. 4 stephenjatdell 9/16/2013
Dell’s Social Media & Community History
2013

5. 5 Confidential 9/16/2013
“Social media is your
opportunity to reach a
massive number of people
with transparency, honesty,
and integrity.”
Brian E. Boyd Sr

6. @stephenjatdell6 9/16/2013
Courtesy of http://www.eightytwenty.ie/blog/?p=2059
Social Media:
The opportunity

7. 7
“One of the greatest
challenges companies face in
adjusting to the impact of
social media, is knowing
where to start.”
Simon Mainwaring

8. 8
Create a complete strategy that aligns with your Brand.
• Identify, Define Objectives, strategy, audience and policy
• Train Staff for self-empowerment
• Listen to the Community
• Engage and Act consistent with your brand
• Quantify results, tie back in to your objectives
@stephenjatdell
BUILD
EXECUTE
Social Media: Build, Execute & Measure
MEASURE

9. 9 @stephenjatdell
Objectives
• What do you want to accomplish with
Social Media
– Volunteer drive
– Donation appeal
– Generate discussion
– Gaining an understanding of the
perception of your brand
– Driving traffic to your website
– Commitment to the cause
– Emergency outlet
Your roadmap to
what you want to
achieve

10. 10 @stephenjatdell
Strategy
• Have a clear set of objective that
includes:
– What you want to accomplish with
Social Media
– How you will support the
programme internally
– Where you will initially focus your
efforts
– What your 5-year roadmap for
Social Media looks like
– What is your budget and does it
align with what you want to do

11. Focus on your audience
• Social demographics
– Look at the social properties that align to
your target customer
– Understand the behaviour of your target
customers on Social Media
stephenjatdell11
Courtesy of https://blog.compete.com/2012/12/14/this-is-what-an-age-breakdown-of-the-top-social-sites-looks-like-3/
Random Social Media rarely work,
however when it does…

12. @stephenjatdell12 9/16/2013
Policy Build:
What needs to be in
your policy for
employees
• Create a policy for Social Media that includes:
– Transparency
– Accountability
– Procedures and Training
– Protection of Confidential Information
– Reporting and Investigation
– Discipline
– And above all honesty
• Also need to ensure that you have a
governance process to support the policy Social
Media
Policy
HR enforceableEthics aligned
PR input SMT buy-in

13. 13 @stephenjatdell
• Training is essential
• Clearly sets out the principles of
listening and engaging
• Puts processes in place to execute
• Principles
• Policy
• Governance
• Allows for ALL employees to participate
• Minimises risk and exposure for a
company
• Also for agencies and contract workers
Training Build:
Empowering the
masses!
http://www.dell.com/socialmedia

14. 14 Confidential 9/16/2013

15. 15 @stephenjatdell
Brand Reputation
Product Evaluation Potential Issues
Instant Feedback
Queries on Product/Services
Support
Customer Stories
Peer to Peer Influence
Comments
Sales Lead Generation
27,000 posts daily about Dell
Execute:
Why you need to
Listen!

16. 16 Confidential 9/16/2013
"We used Twitter as a way to thank
volunteers and people who donated
to our cause. Anytime we can engage
with people who touch us, we do.”
Rev. Jeff Putthoff, Executive Director, Hopeworks ‘N Camden

17. 17 @stephenjatdell
• Transparency is key
• 2 types of business profiles
– Company
– On behalf of Company
› @stephenjatdell
• Always disclose you association
– Even with personal social profile
› #IworkforDell
Profile Execute:
Don’t hide your
association!

18. 18 Confidential 9/16/2013

19. 19 @stephenjatdell
• Engagement doesn’t mean
responding to everything!
• Do not use to neutralise or argue a
dissenting opinion
• Look for landmines
• Think before you post, the delete
button doesn’t work
…and don’t Tweet when you’re in a bad
mood
Execute:
Engagement, food for
thought

20. 20 @stephenjatdell
• When you tweet for
a company you ARE
the company
• Forget the delete
button – once its
posted, its
permanent
#Fail

21. @stephenjatdell21 16/09/2013
Quantify
• Brand Health –
Net Promoter Scores, Social Net Advocacy
• 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
Resource: Econsultancy -The State of Social Report 2011
The most important metrics in
assessing Social Media

22. 22 @stephenjatdell 9/16/2013
Putting it all
together…

23. 23 stephenjatdell 9/16/2013
Dell Social Innovation Challenge
With more than $350,000 in Prizes and Awards, the
Dell Social Innovation Challenge identifies and
supports promising young social innovators who
dedicate themselves to solving the world's most
pressing problems with their transformative ideas
• In 2012 over 250,000 student from 105 countries
created profiles in DSIC
• 1,570 innovations were submitted
• 400 formal business plans were submitted
• Crowdsource voting in preliminary rounds

24. Irish Cancer Society and Dell
Irish Cancer Society: Daffodil Day
• Key component in an overall
campaign
• Promotes association with
event and Dell Ireland
• Dell Ireland Twitter trending
in Ireland during event
• Created mobile app
@stephenjatdell24

25. (PRODUCT)RED™ and Dell
• Leveraging Social channels,
including YouTube to feature
special edition designer lids that
were specially commissioned for
(PRODUCT)RED
• Social challenge for a themed
design that would be used as a
flagship lid for Dell.
@stephenjatdell25

26. @stephenjatdell26 9/16/2013
A recent Red Cross survey reveals:
• Online news is the 3rd most popular source of information
during an emergency
• A quarter of the general public would use Social Media to
let loved ones know they are safe
American Red Cross and Dell
Specifically, the Digital Operations Centre helps the Red Cross:
• Source additional information from affected areas during
emergencies to better serve those who need help;
• Spot trends and better anticipate the public’s needs; and
• Connect people with the resources they need, like food,
water, shelter or even emotional support.

27. "Engaging in honest, direct conversations with customers and
stakeholders is a part of who we are, who we've always been."
- Michael Dell
@stephenjatdell27

28. Thank you
@stephenjatdell
ALIENWARE AURORA