Socialize Your Organization

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Liz Bullock, Director - Social Media and Marketing at Dell, talks about the importance of organizations actively fostering social conversations – listening, learning, engaging, and acting – across all functions of the business, as well as how to effectively empower employees to engage with customers on behalf of the brand. This presentation took place at the Corporate Social Media Summit, June 14, 2012, in New York

Text of Socialize Your Organization

  • 1. Socialize Your Organization: Lay thefoundation for long term successLiz Bullock, Director Social Media & Marketing@lizbbullockCorporate Social Media Summit, June 14, 2012, New York

2. Organizations:The Bossa rational, efficientmethod of organizationBoss AssistantHierarchical authoritativeand functionalspecializationsDirectDirectDirect report,report, Specia report, Specia Specialty Blty C lty A2 Confidential 4/16/2013 Global Marketing 3. ConversationsLove your product/serviceare Need help using itconversations Where & how do I find you? I have an idea for you I am helping someone else use your product/service And many, many more Graphic thanks to Hugh MacLeodGlobal Marketing 4. Five years journey of embedding social to be a better businessDecember 2006 October 2007May 2008June 2009 February 2006 Dell named #1 mostRatings and Michael Dell quote in Business Week Dell Outlet achievesGlobal Twitter social brand in Michael Dell Asksreviews onJeff Jarvis story quote, These conversations are $0.5M in sales via Twitterrevenues of $6.5 M ranking of 100 top Why dont we reach out and helpgoing to occur whether you like it or not. Do you bloggers with tech support issues?Dell.comwant to be part of that or not? My argument is youCommunity team active on Twitter brandsabsolutely do. You can learn from them. You can Small Businessimprove your reaction time. And you can be ablog launched August 2006better company by listening and being involved in Blog outreachthat conversation. expands beyondFebruary 2007March 2008March 2010 tech support Accepted SolutionsChina Micro- IdeaStorm LaunchedJanuary 2009June 2009launched on Community Blogging A voting based site allowingDell Organizes in to$2M+ Sales customers and others to submit Dell France begins Online4 customer focused ideas for Dell.Community Outreach via Twitter Social Media Listening business units Command Center 20062007 2008 2009 2010 2011 Dell Social Media and Community UniversityJuly 2006launched/5,000 teamDirect2Dell launched June 2007April 2008 2009members trained by end of yearToday Direct2Dell exists inDell joins Twitter Inside IT launched Dell TechCenterEnglish, Spanish, Norwegian, January (Aug.)Blog focused on businessJapanese and Chinese. Dell launches 2008 customers, and Cloud Dell alignsComputing.Altimeter recognizes Dell with EmployeeStormSpring 2009December 2009Open Leadership Award for Internal Blogsorganization Launched forfor successSome Members ofHuffington Post BlogInnovation and ExecutionCommunity and(Oct.) Employees.ConversationsDell August 2006January 2007deployed within each launches Blog outreachStudioDell launched of the new DellB2B pages Facebook expands beyond Dells video and podcast site,February 2008 Business units (Jun.) tech Support with helpful tips and tricks.Eventually expanding this into November 2007Twitter expandedthe YouTube channel making DellShares launchedsharing easier.The first investor relations blog byJune 2008 a public company.Channel blog4 launched Global Marketing 5. Listen, Learn, Engage & Act5 years: 4,000 posts a day to 25,000 posts a day Global Marketing 6. A tool to be leveraged across the fabric of the company: differentfunctions, uses and valuesProduct DevelopmentMarketingOnline Presence Feedback Loop Demand Forecast Ratings & Reviews Early Warning Lead Generation Communities New Product Message Reach Customer StoriesIdeationSalesCustomer Service Communication Leads Collaboration Listening Rich Media Thought Leadership Support Widgets Brand Reputation Blogs Outreach Influence ReputationMarketing Global 7. Empowering employees: Social Media & CommunityUniversity PolicyPrinciplesGovernance Training & Tools7 Confidential 4/16/2013Global Marketing 8. Customerconnectedemployees areyourcompaniesrock stars8 Confidential 4/16/2013 Global Marketing 9. Connected and Lit Up9 Confidential Global Marketing 10. Thank You