Liz Brown Bullock’s presentation to Marketing Science Institute on the importance of integrating social media within an organization through training your employees. Training is critical for both risk mitigation and empowering employees to be brand ambassadors. Liz drew on her experience of launching Dell’s Social Media and Community University and shares her insights on activating employees company wide.

1. Embedding Social Media to become
a better business via training
• Liz Bullock, Director Social Media & Marketing
• Liz Brown Bullock (LinkedIn)
• @lizbbullock

2. Power of social media
More than ever – a company’s CEO’s predict social media will
brand is influenced by what become #2 way to engage with
consumers are saying about the customers, pushing past websites
brand and call centers.. (IBM CEO Study 2012)
25% of search results How companies
80% of consumers
for the world’s top market, sell to and
research products
20 largest brands are support their
online every week
links to user- customers is
generated content (2012 Consumer Views of Live changing…
Help Online, A Global
(Socialnomics, ’09) Perspective, Oracle)
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3. Decision making is changing
• Approximately 72% of consumers trust
online reviews as much as personal
recommendations
• 52% say that positive online reviews make
them more likely to use a local business
• 23% of US internet users under the age of
35, and 21% between the ages 35 and 49,
would buy a brand because of a friend’s
social endorsement
3 Confidential 11/27/2012 Source: Altimeter 2012 Graphics: GapingVoid Global Marketing

4. Trust in sources for company information is also
changing…
4 Confidential Source: Edelman Trust Barometer, 2012 Global Marketing

5. Six years journey of embedding social to be a better
business December 2006 October 2007 May 2008 June 2009
Dell named #1 most
February 2006 Ratings and Michael Dell quote in Business Week Dell Outlet achieves Global Twitter social brand in
Michael Dell Asks reviews on Jeff Jarvis story quote, “These conversations are $0.5M in sales via Twitter revenues of $6.5 M ranking of 100 top
Why don’t we reach out and help going to occur whether you like it or not. Do you
bloggers with tech support issues?
Dell.com want to be part of that or not? My argument is you
Community team active on Twitter brands
absolutely do. You can learn from them. You can Small Business
improve your reaction time. And you can be a blog launched
August 2006 better company by listening and being involved in
Blog outreach that conversation.”
expands beyond February 2007 March 2008 March 2010
tech support Accepted Solutions China Micro-
IdeaStorm Launched January 2009 June 2009
launched on Community Blogging
A voting based site allowing Dell Organizes in to $2M+ Sales
customers and others to submit Dell France begins Online 4 customer focused
ideas for Dell. Community Outreach via Twitter Social Media Listening
business units
Command Center
2006 2007 2008 2009 2010 2011
Dell Social Media and
Community University
July 2006 launched/5,000 team
Direct2Dell launched June 2007 April 2008 2009 members trained by
end of year
Today Direct2Dell exists in Dell joins Twitter Inside IT launched Dell TechCenter
English, Spanish, Norwegian, January (Aug.)
Blog focused on business
Japanese and Chinese.
Dell launches 2008 customers, and Cloud
Dell aligns Computing. Altimeter recognizes Dell with
EmployeeStorm Spring 2009 December 2009 “Open Leadership Award for
Internal Blogs organization
Launched for for success
Some Members of Huffington Post BlogInnovation and Execution”
Community and (Oct.)
Employees.
Conversations Dell
August 2006 January 2007 deployed within each launches
Blog outreach StudioDell launched of the new Dell B2B pages
Facebook
expands beyond Dell’s video and podcast site,
February 2008 Business units
(Jun.)
tech Support with helpful tips and tricks.
Eventually expanding this into November 2007 Twitter expanded
the YouTube channel making DellShares launched
sharing easier. The first investor relations blog by
June 2008
a public company. Channel blog
5 launched Global Marketing

6. Listen, Learn, Engage & Act
Dell’s Social Media Listening Command Center
25,000 posts a day
Global Marketing

7. A tool to be leveraged across the fabric of the company:
different functions, uses and values
Product Development Marketing Online Presence
• Feedback Loop • Demand Forecast • Ratings & Reviews
• Early Warning • Lead Generation • Communities
• New Product • Message Reach • Customer Stories
Ideation
Sales Customer Service Communication
• Leads
• Collaboration • Listening • Rich Media
• Thought Leadership • Support Widgets • Brand Reputation
• Blogs • Outreach • Influence
• ReputationMarketing
Global

8. How companies organize for social media:
• Holistic: Everyone is in customer service and support and any employee
who wants to be social is enabled
• Best Buy’s Twelpforce is an example
Source: Survey of 140 Corporate Social Strategists, Altimeter Group, November 2010
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9. Training is
critical for
both risk
mitigation &
scaling
engagement
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10. Must be transparent in company affiliation
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11. Are your employees prepared?
• Do you employees feel they can share exciting news about
brand and company online?
• What does that sharing look like?
• What if they receive a online question from a friend asking
them about a product from their company?
• How are they prepared to respond?
11 Confidential Global Marketing

12. Empowering employees: Social Media & Community
University
Policy
Principles
Governance
Training & Tools
12 Confidential 11/27/2012 Global Marketing

13. Certification requirements:
Course levels:
• 101: Principles
• 201: Dell’s Strategy
• 301: Dell’s Brand Guidelines
• 4XX: Platform Specific – Strategy & Best
Practices
To date: +7K employees trained and certified
to engage on behalf of Dell
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14. Roles team members play
Personal SMaC Enthusiast SMaC SMaC
Professional Spokesperson
Fan Cheerleader Player Sports broadcaster
One of 110K Dell
Employees
SMaC Team – Coach
Here to provide training, the playbook, etc. but you
are responsible for scoring
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15. Create actionable content
Enables employees to engage based on various levels of participation
High Proficiency Level Activity
Content Creator Advanced Videos, Blogs, Content
Participation levels
Conversationalist Intermediate Micro blogging, conversations
Listener Basic Listen, take insights into business
Low
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16. Continuing the conversation & riding the bike…
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17. Our top ten SMaC University learning’s:
# 1: Ground training in strategy and vision for team’s role in social
media
# 2: Make certification a requirement
# 3: Goal to have employees activated
# 4: Determine the required information that employees must know in
order to be activated
# 5: Mixed teaching style with lecture, dialogue, exercises and
scenarios
17 Confidential Global Marketing

18. Our top ten SMaC University learning’s:
# 6: Launch Training Ambassadors for global scale and regional
relevance
# 7: Launch with in-person to “be the social face” & address questions
# 8: Evolve your training curriculum to include real time mistakes
# 9:Myriad of tools to continue the conversation: SMaC U Chatter
group, Videos, Adobe Connect, Inside Out Speaker Series (Chris
Brogan, Jason Falls, Charlene Li)
# 10: Identify and reward the small courageous steps
18 Confidential Global Marketing

19. Customer
connected
employees
are your
companies
rock stars…
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20. Thank You
Q&A
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