Social Media governance, tools and employee certification
1. Social Media governance, tools and
employee certification
Gøril Mathisen
Social Media Ground Control
@GorilatDell #SMWGovernance
Global Marketing
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
and call centers.. (IBM CEO Study 2012)
brand
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 18-Feb-13 Source: Altimeter 2012 Graphics: GapingVoid Global Marketing
4. Trust in sources for company information is also
changing…
4 Confidential 18-Feb-13 Source: Edelman Trust Barometer, 2012 Global Marketing
5. Over six years of social media experience
Altimeter
March 2008 June 2009 Dell
February 2007 recognized Dell
Accepted Solutions Global Twitter with “Open named
February 2006 IdeaStorm launched launched on Community revenues of Leadership Award the No.
A voting based site allowing $6.5 M for Innovation and
Michael Dell asked customers and others to
Dell France begins Online May 2008 1 most
Community Outreach Execution”
Why don‖ we reach out and help
t submit ideas for Dell. Dell Outlet achieved social
bloggers with tech support issues? October 2007 $0.5M in sales via Twitter brand
Michael Dell quoted in Business March
December 2006 Week 2010
Ratings and In response to Jeff Jarvis question around Dell
whether companies want to be part of the January 2009 joins
reviews launched online conversation: ”My argument is you December 2010
Dell Organizes June 2009 Sina
on Dell.com absolutely do. You can learn from them. You Social Media
can improve your reaction time. And you can into four $2M+ Sales Weibo Listening
be a better company by listening and being customer via Twitter in Command
involved in that conversation.” focused China Center launched
business units
2006 2007 2008 2009 2010 2011
Social Media &
July 2006 Direct2Dell Community
June 2007 2009 University (SMaC U)
launched Today
Direct2Dell exists in English, Dell joined Twitter June 2008 Dell TechCenter launched
Spanish, Norwegian, Channel 5,000 team
Japanese and Chinese. EmployeeStorm January Spring 2009 members trained by 6 Awards for the Social
blog December
launched 2008 Members of end of year Media Listening
launched 2009
Internal Blogs Launched Dell aligns Community Command Center
Huffington
January 2007
for Employees.
organization and
Post Blog
StudioDell launched November 2007 for success Conversations B2B pages on
Dell‖ video and podcast site, with
s DellShares deployed Facebook
August 2006 helpful tips and tricks. Eventually
launched within each of
expanding this into the YouTube April 2008
Blog outreach The first investor the new Dell
channel making sharing easier. Inside IT launched June 2010
expanded beyond relations blog by a Blog focused on business Business units
public company. CAP Days launched
tech Support customers, and Cloud In-person events for vocal
Computing. online customers
Global Marketing
6. Listen, Learn, Engage & Act
Dell’s Social Media Listening Command Center
25,000 posts a day
Global Marketing
7. How Social Media is embedded throughout Dell
Product
Marketing Online Presence
Development
• Demand Forecast • Ratings & Reviews
• Feedback Loop
• Lead Generation • Communities
• Early Warning
• Message Reach • Customer Stories
• New Product Ideation
Sales Customer Service Communication
• Collaboration • Listening • Rich Media
• Thought Leadership • Support Widgets • Brand Reputation
• Blogs • Outreach • Influence
• Reputation Marketing
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
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 your 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 18-Feb-13 Global Marketing
12. Empowering employees: Social Media &
Community University
Policy
Principles
Governance
Training & tools
12 Confidential 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: +7,5K employees trained and
certified to engage on behalf of Dell
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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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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 18-Feb-13 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
# 10: Identify and reward the small courageous steps
18 Confidential 18-Feb-13 Global Marketing
19. Customer
connected
employees are
your
companies
rock stars…
19 Confidential 18-Feb-13 Global Marketing
