The document provides Dell's principles for social media engagement. It states that employees should use their real names, not share confidential information, comply with laws and Dell's code of conduct, be respectful and responsible representatives of the Dell brand, and maintain a conversational tone. It also gives tips for blogging, including exploring topics, linking to influencers, using a conversational voice, thinking globally, keeping content fresh, short, visual, and SEO-optimized to be easily shared.

1. Dell New Media Principles
Daniel Kaptsan
CSMB Marketing Director
Dell | Russia & CIS

2. DELL ConfidentialDELL Confidential
На прямой связи с
потребителями
dell.com/community
facebook.com/dell
dell.com/twitter
youtube.com/dellvlog
flickr.com/photos/dellphotos
dell.com/rss
“We use social media to listen, learn and engage
with our customers. For us, it’s far more than a
tool—it’s an extension of our brand, which is all
about enabling people everywhere to use
technology to grow and thrive.”
Erin Nelson
SVP, Chief Marketing Officer

3. DELL ConfidentialDELL Confidential
Основные принципы участия в социальных сетях
Никогда не распространяй информацию о:
• партнерах и клиентах
• интеллектуальной собственности Dell
• сотрудниках
Не будь анонимным:
• используй свое настоящее имя
• в профайлах и постах используй
«10 ключевых слов»:
“Hi my name is [name] and I work for Dell…” or for partners and contractors,
“Hi my name is [name] and I work with Dell…”

4. DELL ConfidentialDELL Confidential
Основные принципы участия в социальных сетях
Соблюдай закон и внутренний кодекс:
• соблюдай законы своей страны, касающиеся средств
массовой информации
• способствуй упоминанию внешними
блоггерами призов, подарков и других поощрений
со стороны Dell
• следи, чтобы платные посты или обзоры были четко обозначены как реклама
• соблюдай внутренний кодекс Dell во внешней коммуникации
Будь ответственным:
• большие возможности влекут за
собой большую ответственность.
Dell ожидает от каждого члена
команды, общающегося в социальных
медиа быть достойным
представителем нашего бренда

5. DELL ConfidentialDELL Confidential
Основные принципы участия в социальных сетях
Будь вежливым, получай удовольствие и оставайся на связи:
• Будь отзывчивым, оптимистичным и готовым к общению по тону и духу.
Помни, что в представлении бренда важно не только что ты пишешь,
но и общий тон общения.
• Пиши от первого лица
• Не затягивай с ответами и будь вдумчив
• Соблюдай ритм постов
• Будь уважителен, даже если не согласен
• Сохраняй значимость своих постов
• Поддерживай свободный обмен идеями

6. Tip 1:
Explore
• Check out a few blogs and
read up. Potter around on
www.blogsearch.google.com
and read a few posts.
• This will give you a feel for
how the online community
will perceive your topic as
well as giving you ideas for
story angles.
• Bookmark and tweet the links
you want to refer back to in
your post. Consider
www.twitterfeed.com for
your delicious account.

7. Tip 2:
Have a
conversation with
key influencers.
Link to them.
• Relationship building
opportunity? Refer to your
online friends and influencers
as much as possible.
• As you are build relationships
with them, they may
reciprocate and link back to
you too.
• Links in your blog post that act
as word of mouth for readers.
• Linking to other blogs and
websites will help you build a
network of associates.

8. Tip 3:
You have
a voice. Use it.
• Stop writing. Start talking out
loud.
• When you use a
conversational tone, your
readers will relate to you.

9. Tip 4:
Think globally.
• Write to a person who is not
familiar with a local product,
service, pastime, country
or terminology.

10. Tip 5:
Be fresh or be
ignored.
• Try to make some aspect of
your blog unique,
newsworthy and engaging.
• What story would you
recommend to others?

11. Tip 6:
Short = good. • In general online readers
have a short attention span.
300-400 words are a good
rule of thumb.

12. Tip 7:
A picture is worth,
well, you know.
• Add a great picture or video to
your written content to get
more readers.
• www.flickr.com/dellphotos
• www.youtube.com/dellvlog
• www.slideshare.net/dell_inc

13. Handy
handycam
checklist.
• One take – Do it in one take to
avoid editing and also to “keep it
real”.
• Length - Capture interest early on
in your vlog and keep it short 3-5
minutes.
• Location, location, location - Look
for a quiet spot with as much
lighting as possible.
• Clothing - No tight patterns on
shirts, etc. Solid colors or simple
patterns.
• Relax into it – Start off your vlog
with something easy that will relax
the interviewee and yourself.

14. Tip 8:
SEO? Say what?
• Two tips for SEO:
• 1. Add search terms you
know your audience uses,
especially in the title and
lead paragraph of your post.
> This will make your post
more likely to be found.
• 2. Link to a Dell page in every
post. > This will drive traffic
into the purchasing path.

15. Tip 9:
Ghost writing.
• Just say no. We do not ghost
write.
• Real time note taking on
blackberries makes it easy to
draft a blog. Use airport time
or take a break and get a
coffee.

16. Tip 10:
Make it easily
sharable
• Craft a title that begs to be
shared.
• Making your title, 100-120
characters will make it easily
re-tweetable.
• Tweet your blog and ask your
Dell friends to Re-tweet for
you.

17. No one likes calls
from lawyers.
1. Thinking before you post. Don’t write
anything that you would not want to
see on the front page of the
newspaper or blown up for a judge
or jury. Your word can be read as
Dell’s word.
2. If you have questions related to
confidential information, please
contact the Comms Team. If needed,
they will contact legal.
3. Become familiar with Dell’s online
code of conduct policy here:
http://content.dell.com/us/en/corp/
d/press-releases/2006-11-09-00-
policy.aspx

18. • Searchable and clear - I have keywords in
the title and the first sentence. Both make
it clear what the post is about.
• Interesting - It is a catchy title that begs to
be shared and it is under 120 characters
long.
• Links - my blog has multiple links to other
sites and at least one link to my
organisation.
• Multimedia - my blog has an image or
other multimedia like a video or
presentation imbedded.
• Joins online conversations - my blog has
conversations with relevant blogs /
bloggers / communities.
• Engaging - my blog is useful, newsworthy
or conversational and encourages dialogue
and comments.
Handy
blogging
checklist.