Dell New Media PrinciplesDaniel Kaptsan

CSMB Marketing Director

Dell | Russia & CIS

DELL ConfidentialDELL Confidential

На прямой связи с потребителями

dell.com/communityfacebook.com/delldell.com/twitteryoutube.com/dellvlogflickr.com/photos/dellphotosdell.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 NelsonSVP, Chief Marketing Officer

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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…”

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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

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

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.

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.

Tip 3: You havea voice. Use it.

• Stop writing. Start talking out loud.

• When you use a conversational tone, your readers will relate to you.

Tip 4: Think globally.

• Write to a person who is not familiar with a local product, service, pastime, country or terminology.

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?

Tip 6: Short = good. • In general online readers

have a short attention span. 300-400 words are a good rule of thumb.

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

Handyhandycam 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.

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.

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.

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.

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

• 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.

Handyblogging checklist.