Dell has a number of programs that support it as a Social Business. This deck provides an overview and links to other presentations that provide more in-depth information.

1. 1
Dell - Internal Use - Confidential
Creating a Culture
for Making Business Social
MnSearch Summit
June 27, 2014

2. 2
Dell - Internal Use - Confidential
• Defined Community Manager Role across business functions (2006)
• Pioneered big data via insights from social monitoring tool data (2008)
• Transforming social content marketing @Dell
Leading Global Social Content Strategy and Governance
Connie Bensen
@cbensen #SocialBizology
(presently Social Content Strategy)

3. 3
Dell - Internal Use - Confidential
A journey to optimize content and social.

4. 4
Dell - Internal Use - Confidential
Are you prepared to be a Social Business?
Source: Sprinklr’s Social@Scale ebook
David Armano

5. 5
Dell - Internal Use - Confidential
Creating a culture that supports Social Content optimization
• People and expectations
– How do you shift expectations
to support integrated marketing?
• Encourage collaboration
– Internally across teams
– External events
• Shift to customer-centric content
– Processes
– Tools
[noun] Social Bizologist
definition: The person responsible for guiding the integration of social
into the business functions of an organization.

6. Global Marketing
Dell - Internal Use - Confidential
People and
priorities

7. 7
Dell - Internal Use - Confidential
@AmyHatDell

8. 8
Dell - Internal Use - Confidential
Employee activation via Social Media Certification
Read more: Unleashing the Power of Employee Advocates

9. 9
Dell - Internal Use - Confidential
Social SME program
Empowering Dell’s subject matter experts

10. 10
Dell - Internal Use - Confidential
#SocialExec program

11. 11
Dell - Internal Use - Confidential
LinkedIn
95,000 employees follow Dell’s LinkedIn company page
@JenniferNatDell

12. 12
Dell - Internal Use - Confidential
Dell’s Global Primp Your Profile program
Read more: Your Employees Brand is Your Company Brand

13. 13
Dell - Internal Use - Confidential
Use LinkedIn to showcase your Company Brand

14. Global Marketing
Dell - Internal Use - Confidential
Encourage
collaboration
(internally and
externally)

15. 15
Dell - Internal Use - Confidential
Dell CAP Days and Social Think Tanks
@Konstanze
Read more: Building Brands Builds Relationships

16. 16
Dell - Internal Use - Confidential
Dell team member contributions created a need
for a global content calendar
@LPT
Read more: Direct2Dell Blog Manifesto

17. Global Marketing
Dell - Internal Use - Confidential
Create
customer-centric
content

18. 18
Dell - Internal Use - Confidential
Make business social across the organization
@CBensen

19. 19
Dell - Internal Use - Confidential

20. 20
Dell - Internal Use - Confidential
Activating Marketing and Sales teams
@HavilahTower
Read more: Activating Employees as Company Advocates on Social Media

21. 21
Dell - Internal Use - Confidential
Data drives decisions and motivates teams
@BrianMelinat

22. 22
Dell - Internal Use - Confidential
Provide teams with Playbooks
• Brand certification
• List of standardized organic keywords
• Content optimization guidelines
• Value proposition messaging

23. 23
Dell - Internal Use - Confidential
Revising processes for content marketing
@iamnikkideleon
Read more: Empowering Champions Within Your Organization

24. 24
Dell - Internal Use - Confidential
Globalizing content
@JanineWegner
Be the change that you wish to see in the world
Mahatma Gandhi

25. 25
Dell - Internal Use - Confidential
Suggestions for embedding social in the fabric of
a company (and optimizing content!)
• Integrate social into the workday
– Put on your consultant’s hat and ask teams what their pain points are
– Translate how content can be optimized and leveraged in social
– Help teams understand what to start doing, keep doing and stop doing
– Provide resources, training and certification
– Create a Center of Excellence with a goal of making social a job requirement
– Start with a global intranet site
• Encourage collaboration
– Use a weekly core team meeting to drive change
– Encourage early adopters to share best practices
– Share wins with the world and publish the case studies on Slideshare
• Create customer-centric content
– Data is the hook for getting consistent use of tools
– Simplify toolsets to avoid fragmentation in reporting and usage
– How can you build a global content calendar?
– The tools can guide process revision (use the interest to reverse engineer)
Build Community around your intent to optimize content, social and search.

26. 26
Dell - Internal Use - Confidential
Questions?
Resources
Optimize
by Lee Odden, TopRank Marketing
Revenue Engine
by Steven Woods, CTO Eloqua
Rise of the Revenue Marketer
by Debbie Qaqish
Altimeter Report: Digital Transformation: Why and How Companies are
Investing in New Business Models to Lead Digital Customer Experiences