Social Dellight: From social media presence to a social business

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


What best describes you?

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

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]