10 Social Media Tips for Your Business

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10 Social Media Tips for Your Business @AmyHatDell Global Marketing

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:REALITY MYTH: Source Social media wastes time It can be used efficiently Global Marketing

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MYTH: LinkedIn is just a place to search for new jobs. :REALITY LinkedIn is a relationship building site Global Marketing

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MYTH: Social media should bring quick results :REALITY Social media is a marathon, not a sprint Global Marketing

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Social Media Matters To Business 60-80% Of purchase decision in the B2B space are made through online research before contacting the company 90% of Inc. 500 companies use a major social media platform 92% of people delete emails & voicemails from people they don’t know. 77% Of buyers are 53% of B2B buyers follow social discussions about vendors they are considering (Top Rank) more likely to buy from a company if the CEO uses social media (Top Rank) Global Marketing

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Social Media Matters To Sales People 73% of salespeople using social selling as part of their sales process outperformed their peers & exceeded quota 23% more often. 82% of prospects can be reached via social media 8x more engagement on employee posts than company accounts. 40x more likely to turn up in a LinkedIn search if your profile is fully completed. 54% of social salespeople have tracked their social selling back to at least 1 closed deal. Global Marketing

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Your social strategy needs as much forethought as any other business process Idea 1: Write up a plan 1. Planning According to CRM industry analyst, Brent Leary: “Strategic users are almost 3xs more likely to execute activities for engaging prospects than informal users (53% vs. 19%)” 4. Measuring 2. Listening 3. Engaging Source: Brent Leary’s Strategically Social: 5 Keys to Becoming a Social Business @AmyHatDell Global Marketing

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Questions to Ask in the Planning Stage: • • • • What are the organizations’ goals? What is the business plan? What is the current relationship with our customers? What is the relationship we want with our customers? How does social media support these goals? Idea 2: Tie social media to your business and customer objectives I think it starts with understanding what the organization’s goals are…part of the problem is that too many people want to jump into a Facebook “strategy” or a Twitter “strategy” – Shel Holtz Source: Shel Holtz: http://labs.openviewpartners.com/shel-holtz-talks-content-and-social-strategies/ @AmyHatDell Global Marketing

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Questions to Ask in the Listening Stage Idea 3: Identify and target your community • Any social strategy first begins with listening to feed & inform your strategic plan • Listening should be for conversations about the company, product(s), category, competitors and the industry • By listening, you gain insights on what people are talking about & how they talk about companies and products – – – – What are people saying about your brand? What are the popular topics about your brand? Who are the advocates, detractors and influencers in your industry? Where are the conversations happening? @AmyHatDell Global Marketing

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Listening to conversations: free tools Idea 4: Sign up for free Listening tools if you haven’t already… Twitter.com/Search @AmyHatDell Google.com/Alerts Socialmention.com Global Marketing

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Listening For Insights… What insights do you gain from listening to your customers? Global Marketing

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Listening For Insights… What can you deduce from the company announcements? Global Marketing

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Standard conversation values for engagement: • • • • • • • Authentic Personal Transparent Inclusive Honest Conversational Educational It’s not just about being out there and participating, it’s about being authentic and bringing value @AmyHatDell Global Marketing

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Engagement: How to get started… Twitter • ReTweet relevant, useful content and provide comments • Reply promptly • Tweet at events with hashtag --#WBENCconf LinkedIn • Provide status update • Share business relevant content Blogs • Post a comment on relevant blogs Slideshare • Upload most recent, relevant presentation • Tweet, LinkedIn, Google+ that you uploaded presentation with link to share @AmyHatDell Global Marketing

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Content rules – 80/20 • People more likely to do business with a friend • You need to make friends to influence people • Follow 80/20 rule: 80% to support others and 20% self promotion • Being real on social media makes 80% target easy to reach • When you share a great article or blog post, use their twitter name @AmyHatDell Global Marketing

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When the social salesperson joins conversations • One size does not fit all – – – – Etiquette varies Topics vary Community rules vary Ability to talk about your offerings varies • Listen before you speak • Do not join a discussion with transactional content • Focus on adding value to the conversation above all else Watch to see what types of posts/content get positive responses and plan your content accordingly Global Marketing

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Identifying good content to share: Key Influencers: • Idea 5: Follow Industry Thought Leaders What publications do you already read? New York Times @NYTSmallBiz Wall Street Journal WSJBmallBiz Melinda Emerson @SmallBizLady Alfred Edmond Jr @AlfredEdmondJr › Follow their Twitter account Small Business: Marketing/Advertising: › Share content from their site directly to social platforms Liz Strauss @Lizstrauss Brian Solis @briansolis Human Resources: – Follow customers, partners and your industry thought leaders – Follow @SmallBizLady (twitter) – Stay up to date with industry blogs Melinda Emerson @SmallBizLady Society for Human Resources @SHRM_Research Monster @MonsterWW Technology Media: TechCrunch @techcrunch Wired Magazine @wired Social Media: Followers: 234,321 Following: 19,326 Forbes #1 Influential Woman for Entrepreneurs, Host #SmallBizChat, Charlene Li @Charleneli Jeremiah Owyang @jowyang Customer Experience: Jackie Huba @JackieHuba @AmyHatDell Global Marketing

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Online curated sites for relevant content: Idea 6: Vary your content and keep target audience in mind Lionel Menchaca’s, Dell’s former Chief Blogger, recommendation: techmeme Guy Kawasaki recommendations: Juice My recommendation: LinkedIn Pulse Klout Websites you are already reading @AmyHatDell Global Marketing

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Customer Experience Social Outreach team formed in 2006 • Tech support experts were then handselected for their tech problem-solving expertise and superior interpersonal skills • On average team addresses 5,000 posts a week in 14 languages – 98% resolution rate – 50% ranters to ravers conversion – Team proactively developing helpful content based listening and engagements • Idea 7: Listen to your customers to determine relevant content needs @AmyHatDell Global Marketing

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Increasing fans and followers: • Idea 8: Adopt a relationship mindset. Just as you do with your friends, engage fans and followers in meaningful ways – Keep asking questions – Create virtual projects › Brainstorming for a campaign or raising $$ for disaster relief – Celebrate follower activities & achievements – Add value › Give sneak peeks, exclusive content and special promotions – Complete the circle › Tie off the communication: Thank them for reaching out and ask if you can be of additional assistance @AmyHatDell Global Marketing

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Complete your LinkedIn profile • First step to controlling your online identity and defining your brand • You have 8 seconds to capture their attention • Ensure your profile is complete—it is not a resume. DID YOU KNOW? LinkedIn estimates you’re up to 40X more likely to turn up in a search if your profile is complete @AmyHatDell Global Marketing

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Personalize your connection requests Bad Good Global Marketing

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Build stronger relationships by bridging social & inperson • Idea 9: Take advantage of in-person interaction to deepen relationships • Events are powerful opportunities to build relationships • Recommended tools: Twitter & Slideshare – – – – Offer inside access by “live-tweeting” during the event & use hashtag Join conversations to share your thoughts and opinions Connect with influencers attending or covering the event Post-event, share presentations on Slideshare @AmyHatDell Global Marketing

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Networking at events • Ask people you meet if they are on Twitter or LinkedIn • Follow on Twitter and send LinkedIn connection requests quickly • Include your Twitter handle and LinkedIn URL on business cards • Use social media to continue relationship building after the event Global Marketing

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No single measurement for social media success • Idea 10: Select key performance indicators based on your objectives Awareness Influence Ex. Monthly gross impressions, # of fans/followers Ex. # page likes,/shares, external RTs, # of subscribers Engagement Advocacy Ex. Total interactions, # fan photos/videos, % engaged on page, comments/posts Ex. Message delivery, sentiment, recommendations Support Insights Ex. Questions answered, # of avoided support calls @AmyHatDell Ex. Cost savings over focus group/surveys, campaign insights, competitive insights Global Marketing

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Social Media data is vast Get Organized: • Determine relevant media for key performance indicators − Facebook, Twitter, Blogs, Message Board, Forums • Decide on data collection process − Web crawler, API, screen shots, exports, etc. • Define cadence − Real-time feeds, daily reports, weekly analysis, monthly scorecards • Measure Impact − What influence will improvements have on business goals @AmyHatDell Global Marketing

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Types of success metrics aligned with goals Social Impact Reach • visits, pages viewed, navigation paths, links clicked Customer Impact • likes, re-tweets, sentiment, forwards, membership Influence Business Impact • sales inquiries, new business leads, customer loyalty Outcome @AmyHatDell Global Marketing

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Top Ten Ideas: Idea 1: Write up a plan Idea 2: Tie social media to your business and customer objectives Idea 3: Identify and target your community Idea 4: Sign up for free Listening tools if you haven’t already… Idea 5: Follow Industry Thought Leaders for content inspiration Idea 6: Vary your content and keep target audience in mind Idea 7: Listen to your customers to determine relevant content needs Idea 8: Adopt a relationship mindset. Just as you do with your friends, engage fans and followers in meaningful ways Idea 9: Take advantage of in-person interaction to deepen relationships Idea 10: Select key performance indicators based on your objectives @AmyHatDell Global Marketing

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Top Ten Questions Executive should ask: Question 1: How will social support my business goals? Question 2:What is the conversation volume and sentiment about my business, products or services? Question 3: Which online communities are important to my business and is my team involved in those conversations? Question 4: Are there other technology conversations taking place that my team should be a part of and if so where? Question 5:Are there specific content gaps or customers questions that aren’t getting addressed? Question 6: Who are my industry’s Influencers? Question 7: Which of my customers are online? Question 8: Am I connected with our most important customers online? Question 9: Have I identified subject matter experts on my team to connect with those influencers? Question 10: Am I taking advantage of customer feedback and insights via social media? @AmyHatDell Global Marketing

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Make time for social media • Add 30 minutes to your calendar 2x a week to listen or engage in social media • Don’t go overboard – just start with 1-2 platforms • Download social applications to your phone • Find a social media mentor • After a customer meeting, thank the customer in social media • Use relevant hashtags to connect with event attendees, speakers, etc. @AmyHatDell Global Marketing

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THANK YOU! Connect With Me! Amy_Heiss@dell.com linkedin.com/in/AmyHeiss @AmyHatDell Dell - Restricted - Confidential

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