Social Dellight: From social media presence to a social business

Social Dellight: From social media presence to a social business
SHARE
THIS



How important is social media for companies?

To be effective as a corporation today you have to become a social business. Since social impacts just about every part of the business, you have to invest in the social learnings, social understandings and social engagement in order to maximise the current state of your business.

At Dell it’s not only one part of the company that’s impacted by social. While there is a chunk of people in marketing we have people in sales, support, and other areas. It’s really embedded in the fabric of the company. We’ve now trained more than 7,000 employees across all sections of the company to be certified to engage in social media on behalf of Dell. This is far from just a marketing endeavour.

We have a very prescriptive process of employees being able to rise to the level of social on Dell’s behalf. They have to take eight hours worth of social media training before we give them the green light. Even the people who are not doing so as part of the Dell voice are made aware of the social media policy, which includes disclosure.

How has tapping into social media channels affected Dell?

A lot of the things we heard when we started back in 2006 were a little bit close to take as there was a lot of negativity about the company. It exposed to the entire organisation what the sentiment towards Dell was through social media. One of the first things we did after that was launch Dell Cares, now Social Outreach Services, through Facebook to allow people to communicate directly to people empowered to sort their issues.

In the first month of launching it negative sentiment on the Facebook page dropped from 27% to 17%, and 13% in the second month. We’ve been down to low double digits to upper single digits ever since. It’s listening and responding that’s the core of everything we do at Dell, and it’s the response and how we manage what we hear that measures our success.

How are brands stumbling on social media?

From the very beginning we realised social was not a traditional marketing tool, and if you treat it as a broadcast medium you’re going to fail. So many brands continue to do that today, despite the fact the medium requires engagement and authenticity and organic communications which are two-way.

The core things companies need to know are whether people are talking about your brand, product or area, and, if that’s the case, you need to establish a presence in social media.

Something a lot of small and medium businesses don’t understand is establishing a presence should only occur when you are resourced in a way you can manage the community and the conversation. There are a lot of gradations you can do to manage brand perception in social media that doesn’t require a full-time presence in community management.

That is, first and foremost, listening. You need to listen to what’s being said about your area of your industry, to the point where it gets down to the granular conversations about your brand. Is the industry being talked about and what’s being said? With that you can get your finger on the pulse of the trends, what the conversations are and distil the keywords and pain points.

If you have any search paid advertising you can link that to it. This is without even getting involved in social. This is listening.

For smaller to mid-market companies, that data can also be accessed in a wide variety of ways. You can use free tools out there like Google Alerts, HootSuite or Bing Searches. There are a lot of ways they can be brought into homemade dashboards.

What trends will Australian businesses face on social media this year?

One of the things I see here from an outsider’s perspective, and talking to the local team, is the growth and maturity in social in the last year from businesses and customers. To that degree we believe customers are going to be expecting more of brands than they have in the past. Customers are being trained to expect more authenticity, more organic relationships and more listening.

In the US when customers Tweet they expect the brand to respond. We started doing that in 2007 and everybody was shocked. Nowadays they’re expecting it. We’ve launched a program where, instead of just listening to issue resolution and intent to purchase, we’re thanking people for saying positive things about Dell. That’s surprising people.

What trends are happening internationally?

One is the increase in visual sharing, with sites like Instagram, Pinterest or Vine on Twitter. That element is going to become more prominent in the coming year or two.

Another is curation. Right now there’s so much being generated you need a curator to make sure the amount of time you’re spending is used on things that are important to you. User curation with influential users, will become stronger too.

Then there’s individual social capital. For years people have been talking about influencers, but for us the direction is more along the lines of understanding a complete profile of an individual: his or her levels of expertise, areas of interest and, secondarily, his or her level of influence.

There’s too much grey stuff around understanding influence, but the data and signals generated by individuals will become more embedded across any social media campaign across the company.

Richard Margetic is the global director of social media, Dell.

This piece first appeared in the March 1 edition of B&T Magazine in the World View section. 

 

Please login with linkedin to comment

Latest News

Q&A With Cannes Chairman Terry Savage
  • Advertising
  • Media

Q&A With Cannes Chairman Terry Savage

If you mistakenly thought this was an interview with Kojak's Telly Savalas, as it turns out, it's even better than that.

Optus To Phase Out Virgin Mobile Brand
  • Marketing

Optus To Phase Out Virgin Mobile Brand

Didn't much fancy that Telstra story above? Well, perhaps B&T could tempt you with this tasty Optus tickler instead.

by B&T Magazine

B&T Magazine
HubSpot Unveils New Slack Integration
  • Technology

HubSpot Unveils New Slack Integration

HubSpot unveils a new slack integration that, as you'll read here, has nothing to do with a pair of old man's trousers.

AKQA R&D Teams Up With Google For Semi Permanent 2018
  • Media

AKQA R&D Teams Up With Google For Semi Permanent 2018

AKQA R&D in collaboration with Google has developed a process called Somesthetic Transfer. It uses machine learning to take both the style and texture of an artwork and apply it to another image to be 3D printed with a UV printer. The works will be displayed at Semi Permanent 2018 in Sydney from Thursday 24 […]

WPP’s Health & Wellness To Unveil ‘How Design Can Save A Life” For Vivid
  • Marketing
  • Media

WPP’s Health & Wellness To Unveil ‘How Design Can Save A Life” For Vivid

Design students from Torrens University’s Billy Blue College of Design have partnered with WPP AUNZ’s Health & Wellness division to decode clinical data on ‘Medicinal Marijuana in the Treatment of Epilepsy’. Their creative solutions will be presented at a Vivid Ideas Exchange titled ‘Design can save your life: how can creativity improve comprehension of health data?’ […]

Diversity Case Study Series: The Royals
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: The Royals

If you read one diversity case study on B&T today, make it this one. Not that there's any others to choose from, really.

by B&T Magazine

B&T Magazine
Cricket Australia Finds New Major Sponsor
  • Marketing

Cricket Australia Finds New Major Sponsor

B&T was going to insert a homage to Sherbert's classic "Howzat" here before realising it was naff and showed our age.

by B&T Magazine

B&T Magazine
PHD Wins HSBC Global Media Account
  • Media

PHD Wins HSBC Global Media Account

ICYMI, PHD has FTW the HSBC business IRL. It's not so much a LOL or NSFW, but a TL;DR. Ahh, forget the whole thing.

InMoment Accelerates APAC Expansion With Key Acquisition
  • Media

InMoment Accelerates APAC Expansion With Key Acquisition

Customer experience (CX) intelligence platform, InMoment, has expanded into Australia and New Zealand with the acquisition of customer experience agency, brandXP and appointment of Claire Fastier as its APAC business head.

Marketers Need To Focus On Voice Search Right Now
  • Opinion

Marketers Need To Focus On Voice Search Right Now

In this opinion piece, Performics Australia performance content account director Steve Robinson (pictured below) dives into the hazy relationship between marketers and voice-activated technology. From settling family disputes, (“Hey Google, are fossil fuels really made from dinosaur bones?”) to running a household, (“OK Google, add toothpaste to my shopping list”), voice-activated systems are becoming more […]

Opinion

by B&T Magazine

B&T Magazine
SpotX Launches Online Resource Library For Publishers Seeking GDPR Guidance
  • Advertising
  • Media

SpotX Launches Online Resource Library For Publishers Seeking GDPR Guidance

Video advertising and monetisation platform SpotX has announced the launch of an online resource library for the European Union’s General Data Protection Regulation (GDPR). The library can be found on the company’s website and is part of a wider educational initiative by SpotX – which is headquartered in the US and has an office in […]

Daylight Agency Opens Government Division, Hires Legal & Political Expert
  • Marketing

Daylight Agency Opens Government Division, Hires Legal & Political Expert

Integrated communications firm Daylight Agency has cemented its presence in the government and political arena with the appointment of industry veteran David Begg. A practising solicitor for over 28 years, Begg (pictured above) will head up the agency’s new government division. He has extensive experience working with large commercial clients on high-profile regulatory and legal […]

Frost Design Unveils New Look For John Holland
  • Marketing

Frost Design Unveils New Look For John Holland

Frost Design has shown off its comprehensive rebrand of iconic Australian infrastructure and property business John Holland, based around the brand idea of ‘Transforming Lives’. John Holland CEO Joe Barr said Frost was the only branding business who understood that the impact of the rebrand was just as important internally as it would be externally, […]

Women In Media Profile: Jill Johnston
  • Media

Women In Media Profile: Jill Johnston

We've got an absolute cracking Women in Media profile today. Not to say it's approved by the Chiropractors' Association.

by B&T Magazine

B&T Magazine
First Lady Michelle Obama and President Barack Obama Dance Together at the Presidents Ball
  • Media

Netflix Secures Producer Deal With The Obamas

It seems former US president Barack Obama and former First Lady Michelle Obama aren’t quite done with the international spotlight just yet. The Obamas have officially signed a multiyear deal with Netflix, which will see the power couple producing films and series with the streaming giant. According to Netflix, “The Obamas will produce a diverse […]

How To Spot A Trend Versus A Fad
  • Opinion

How To Spot A Trend Versus A Fad

One need only view our editor's hot pink leg warmers today to realise he's neither fad nor trend.

Opinion

by B&T Magazine

B&T Magazine
Why Engagement Is The New Rule Of Content
  • Opinion

Why Engagement Is The New Rule Of Content

And why is B&T running a photo of an engaged couple for this content engagement article? It was either that or a carrot.

Opinion

by B&T Magazine

B&T Magazine
Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles
  • Media

Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles

Fairfax Media has today announced the recruitment of 20 trainee journalists to join the newsrooms of The Sydney Morning Herald, The Age, The Canberra Times, The Australian Financial Review, Brisbane Times and WAtoday. This represents one of Metro’s largest trainee intakes in years and underlines the commitment of the mastheads to fostering a new generation […]

Sydney Australia - November 7, 2011. An extreme close up of an American express card issued by the Australian bank Westpac.
  • Media

AMEX Launches Global Media Review

Are there not enough hours in the day? Are you cheek-by-jowl with your co-workers? Well, hopefully you won't win this.

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic
  • Campaigns
  • Marketing

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic

Sydney Water has pioneered a way to create records from marine plastics and, in doing so, encourage more people to join the movement of local clean-up groups rolling up their sleeves every weekend to clean plastics, litter and other pollutants from the city’s beaches and waterways. Plastics are collected by volunteers, then cut in pieces […]

Credit Card Compare Names Its First Head Of Marketing
  • Marketing

Credit Card Compare Names Its First Head Of Marketing

Aussie credit card comparison site Credit Card Compare has announced the appointment of Caroline Raffan as its inaugural head of marketing. Raffan (pictured above) has over 10 years’ experience in brand strategy, campaign development, digital marketing, events, public relations, content creation, market research, advertising, stakeholder management, social media marketing, and project management. She joins Credit […]

Why Programmatic Needs To Become A Branding Machine
  • Advertising
  • Marketing
  • Opinion
  • Technology

Why Programmatic Needs To Become A Branding Machine

In this opinion piece, Phil Murrell (pictured below), country manager for Australia and New Zealand at Sizmek, argues that programmatic ad spend needs to move up the branding funnel. When I started in digital advertising way back in 2004, we got our media insertion orders via the fax machine. We relied on that machine to […]

Opinion

by B&T Magazine

B&T Magazine
An Apology To Salmat’s Karen Lewis
  • Media

An Apology To Salmat’s Karen Lewis

Whoops! B&T's stuffed up and this certainly comes with our sincerest apologies for any offence caused.

by B&T Magazine

B&T Magazine
Adland Execs To Be Locked Up
  • Media

Adland Execs To Be Locked Up

Continuing adland's fascination with prison when it comes to charitable causes comes this latest trip to the slammer.

Australian Directors’ Guild Announces Mentorship Winners
  • Campaigns
  • Media

Australian Directors’ Guild Announces Mentorship Winners

Now in its second year, the Australian Directors’ Guild’s (ADG) Commercial & Content Directing Mentorship program announced its next round of eight mentoree recipients. The winners were announced at a special event held last night at FINCH, Sydney and attended by members of the screen and advertising industries. Acclaimed director, and ADG President, Samantha Lang, […]