Achieving Buy In On All Levels:

Creating Brand Ambassadors Liz Bullock, Director Social Media & Marketing

Liz Brown Bullock (LinkedIn)

@lizbbullock

#smssummit

Global Marketing

Employees are key ingredient for success in this new modern world:

More than ever – a company’s brand is influenced by what consumers are saying about the brand

A person like you (everyday employee) is 2x trusted vs. Chief Executive

(Edelman Trust Barometer, ‘13)

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90% trust recommendations from people they know. 70% trust consumer opinions posted online. 14% trust advertising (Nielsen, 2009)

How companies market, sell to and support their customers is changing…

What roles do employees play in this transformation? How do you support them?

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Employees are key in building some of the trust lost…

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Employees can use social to be more effective (McKinsey estimates 1.3 trillion in business value)

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A tool to be leveraged across the fabric of the company: different functions, uses and values

Product Development

• Feedback Loop • Early Warning • New Product Ideation

Marketing

• Demand Forecast • Lead Generation • Message Reach

Online Presence

• Ratings & Reviews • Communities • Customer Stories

Sales

• Collaboration • Thought Leadership • Blogs

Customer Service

• Listening • Support Widgets • Outreach

Communication

• Rich Media • Brand Reputation • Influence • Reputation

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January 2008 Dell aligns organization for success

August 2006 Blog outreach expanded beyond tech Support

December 2006 Ratings and reviews launched on Dell.com

July 2006 Direct2Dell launched Today Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese.

February 2006 Michael Dell asked Why don’t we reach out and help

bloggers with tech support issues?

January 2007 StudioDell launched Dell’s video and podcast site, with helpful tips and tricks. Eventually expanding this into the YouTube channel making sharing easier.

February 2007 IdeaStorm launched A voting based site allowing customers and others to submit ideas for Dell.

June 2007 Dell joined Twitter

EmployeeStorm launched Internal Blogs Launched for Employees.

October 2007 Michael Dell quoted in Business Week In response to Jeff Jarvis question around whether companies want to be part of the online conversation: ”My argument is you absolutely do. You can learn from them. You can improve your reaction time. And you can be a better company by listening and being involved in that conversation.”

November 2007 DellShares launched The first investor relations blog by a public company.

March 2008 Accepted Solutions launched on Community Dell France begins Online Community Outreach

May 2008 Dell Outlet achieved $0.5M in sales via Twitter

April 2008 Inside IT launched Blog focused on business customers, and Cloud Computing.

June 2008 Channel blog launched

January 2009 Dell Organizes into four customer focused business units

Spring 2009 Members of Community and Conversations deployed within each of the new Dell Business units

June 2009 $2M+ Sales via Twitter

2009 Dell TechCenter

June 2009 Global Twitter revenues of $6.5 M

December 2009 Huffington Post Blog

March 2010 Dell joins Sina Weibo in China

2006 2007 2008 2009 2010 2011

Altimeter recognized Dell

with “Open Leadership Award for Innovation and

Execution”

Social Media & Community University (SMaC U) launched 5,000 team members trained by end of year

B2B pages on Facebook

Dell named the No. 1 most social brand

6 Awards for the Social Media Listening Command Center

June 2010 CAP Days launched In-person events for vocal online customers

December 2010 Social Media

Listening Command

Center launched

Seven years journey of embedding social to be a better business

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2012

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Listening to Be A Better Business, across the Business

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Dell uses training for both risk mitigation and scaling engagement

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Ultimately, activate employees to deepen relationships and better serve our customer’s needs

Understanding

Awareness TIME

Action

EM

PLO

YE

E B

EH

AV

IOR

CH

AN

GE

SMaC Champions

Rewards & Recognition (leaderboards)

SocialSME

Command Center, Listening reports & profiles

Daily Direction: Amplify content

Skill enhancing classes: Listening for Insights,

Writing, Blogging, Influencer relationships,

Social Inside Out Speaker Series (Charlene Li, Chris Brogan)

Chatter adoption

NEW programs: #DellLove, SOS, Project Sputnik

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Task oriented portal

Policy (2006)

Principles (2010)

SMaC University: Certification program required for employees on behalf of Dell

Governance portal

Global Unconferences (US, India, China, Brazil, UK)

Internal communications: Executive Councils, digests

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Empowering employees: Social Media & Community University

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Policy

Principles

Governance

Training & Tools

Activation programs

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Create actionable content

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Content Creator

Conversationalist

Listener

Advanced Videos, Blogs, Content

Intermediate Micro blogging, conversations

Basic Listen, take insights into business

Part

icip

ati

on

le

vels

Low

High Proficiency Level Activity

Enables employees to engage based on various levels of participation

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Continuing the conversation & riding the bike…

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SocialSME (Subject Matter Experts)

Train SME’s to be social thought leaders, develop key influencer and customer relationships and thrive in relevant online communities Value: Impact Dell’s share of voice, sentiment, SEO, solutions and ultimately sales Individual scorecards: Revenue, share of voice, earned media value, SEO and engagement

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SMaC Champions

• Ask certified employees to do various social activities on behalf of Dell that speak to their level of interest and expertise

• Deepen their social expertise • Portal serves up activities, tracks, reward

and identify the right employees to activate

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Listening

Thank You

Social Development

Events

Amplify

Community Service

internal external

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SMaC Champion portal

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Twitter and Chatter feed showing team member engagement #iwork4dell, @dell handles

Clubs with specific tasks for team members to sign up

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Closing with final thoughts…

1. Employees are key in building some of the lost, but they need clear governance, training and processes.

2. All employees can use social to be more effective. It may just be

listening, but that is critical skill set to get closer to customer. 3. Ultimate goal is activate employees and deepen customer

relationships to be a better business. 4. Go find your subject matter experts and train them. Customers want

to connect with them. 5. Keep track of your rock star employees. You will be pleasantly

surprised.

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Identify and reward small courageous steps

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Thank You Q&A