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Training Your Company for Social Media
Liz Brown Bullock, Director of Social Media & Community, Dell
@lizbbullock
Liz Brown Bullock
Director Social Media & Community, Dell
@lizbbullock
Liz Brown Bullock (LinkedIn)
Global Marketing3 Confidential 04/18/2023
Training is critical for both risk mitigation & scaling engagement
Global Marketing4 Confidential
August 2006Blog outreach expands beyond tech Support
August 2006Blog outreach expands beyond tech support
December 2006Ratings and reviews on Dell.com
July 2006Direct2Dell launchedToday Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese.
February 2006Michael Dell AsksWhy don’t we reach out and help bloggers with tech support issues?
January 2007StudioDell launchedDell’s video and podcast site, with helpful tips and tricks. Eventually expanding this into the YouTube channel making sharing easier.
February 2007IdeaStorm LaunchedA voting based site allowing customers and others to submit ideas for Dell.
June 2007Dell joins Twitter
Dell launchesEmployeeStormInternal Blogs Launched for Employees.
October 2007Michael Dell quote in Business WeekJeff Jarvis story quote, “These conversations are going to occur whether you like it or not. Do you want to be part of that or not? 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 2007DellShares launchedThe first investor relations blog by a public company.
January 2008Dell aligns organization
for success
February 2008Twitter expanded
March 2008Accepted Solutions launched on Community Dell France begins Online Community Outreach
May 2008Dell Outlet achieves $0.5M in sales via TwitterCommunity team active on Twitter
Small Business blog launched
April 2008Inside IT launchedBlog focused on business customers, and Cloud Computing.
June 2008Channel blog launched
January 2009Dell Organizes in to4 customer focused business units
Spring 2009Some Members of Community and Conversations deployed within each of the new Dell Business units
June 2009$2M+ Salesvia Twitter
2009Dell TechCenter
June 2009Global Twitter revenues of $6.5 M
December 2009Huffington Post Blog
China Micro-Blogging
2006 2007 2008 2009 2010 2011
October 20101Altimeter recognizes Dell with
“Open Leadership Award for Innovation and Execution on
Listening
June 2010
Dell launches B2B pagesFacebook
April 2011 Dell named #1 most social brands in ranking of 100 top
Dell Social Media and Community University launched/5,000 teammembers trained byend of year(Aug.)
March 2010 Launch @DellCares; today 24/7 11 languages
Dec 2010 launched
Social Media Listening
Command Center
Five year journey of embedding social to be a better business
Global Marketing
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
Global Marketing
Listen, Learn, Engage & Act
Dell’s Social Media Listening Command Center25,000 posts a day
Global Marketing7
Empowering employees: Social Media & Community University
Confidential
Policy
Principles
Governance
Training & tools (SMaC U)
Global MarketingConfidential8 04/18/2023
Certification requirements:
Course levels:• 101: Principles• 201: Dell’s Strategy• 301: Dell’s Brand Guidelines• 4XX: Platform Specific – Strategy &
Best Practices
To date: 6,500 employees trained and certified to engage on behalf of Dell
Global MarketingConfidential9 04/18/2023
Dell 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
# 6: Drive excitement: hire a prior comedian as your trainer
# 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: Launch Training Ambassadors for global scale and regional relevance
Global Marketing
Customer connected employees are your companies rock stars…
10 Confidential 04/18/2023
Global Marketing11 Confidential 04/18/2023
Thank You
Q&A
