Dell has a number of programs that support it as a Social Business. This deck provides an overview and links to other presentations that provide more in-depth information.
QSM Chap 10 Service Culture in Tourism and Hospitality Industry.pptx
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Creating a Culture for Making Business Social
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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: Sprinklrâs Social@Scale ebook
David Armano
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Dell - Internal Use - Confidential
Creating a culture that supports Social Content optimization
⢠People and expectations
â How do you shift expectations
to support integrated marketing?
⢠Encourage collaboration
â Internally across teams
â External events
⢠Shift to customer-centric content
â Processes
â Tools
[noun] Social Bizologist
definition: The person responsible for guiding the integration of social
into the business functions of an organization.
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Dell - Internal Use - Confidential
LinkedIn
95,000 employees follow Dellâs LinkedIn company page
@JenniferNatDell
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Dell - Internal Use - Confidential
Dellâs Global Primp Your Profile program
Read more: Your Employees Brand is Your Company Brand
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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
Read more: Building Brands Builds Relationships
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Dell - Internal Use - Confidential
Dell team member contributions created a need
for a global content calendar
@LPT
Read more: Direct2Dell Blog Manifesto
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Dell - Internal Use - Confidential
Activating Marketing and Sales teams
@HavilahTower
Read more: Activating Employees as Company Advocates on Social Media
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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
Read more: Empowering Champions Within Your Organization
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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
â Put on your consultantâs hat and ask teams what their pain points are
â Translate how content can be optimized and leveraged in social
â Help teams understand what to start doing, keep doing and stop doing
â Provide resources, training and certification
â Create a Center of Excellence with a goal of making social a job requirement
â Start with a global intranet site
⢠Encourage collaboration
â Use a weekly core team meeting to drive change
â Encourage early adopters to share best practices
â Share wins with the world and publish the case studies on Slideshare
⢠Create customer-centric content
â Data is the hook for getting consistent use of tools
â Simplify toolsets to avoid fragmentation in reporting and usage
â How can you build a global content calendar?
â The tools can guide process revision (use the interest to reverse engineer)
Build Community around your intent to optimize content, social and search.
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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