1. Page  1 Social Media in Business Session 5 Agenda Guest Speaker: Neal Beam, AT&T/Vice-Chair, Research and Measurements Council, WOMMA Student Presentations: Communities Maureen Salashoor – Travel Angela Signorelli – Financial Nora-Marie Myers – Media Daniela Vasquez – High Tech Continued from Session 2: Engagement Discussion: Mid-term Review Group Exercise mala.sarat.chandra@gmail.com

2. Page  2 Social Media in Business Social Media Engagement mala.sarat.chandra@gmail.com Build relationships Share interesting, pertinent information Be responsive, respectful, resourceful Get involved, be consistent, build a community Enlighten, Entertain, Involve Be attentive, collaborate, grow your business “Engagement is when somebody cares and interacts. And both are necessary.” - Jim Sterne

3. Page  3 Social Media in Business Social Media Consumer Engagement mala.sarat.chandra@gmail.com 1980’s Broadcast 1990’s Segmented 2000’s Targeted 2010’s Social Source: Adapted from Wendy Clark

4. Page  4 Social Media in Business Case Study: Zappos.com mala.sarat.chandra@gmail.com Core Values: 1.Deliver WOW Through Service 2.Embrace and Drive Change 3.Create Fun and a Little Weirdness 4.Be Adventurous, Creative, and Open-Minded 5.Pursue Growth and Learning 6.Build Open and Honest Relationships with Communication 7.Build a Positive Team and Family Spirit 8.Do More with Less 9.Be passionate and Determined 10.Be Humble

5. Page  5 Social Media in Business Planning for Engagement mala.sarat.chandra@gmail.com Where to engage Who in the organization should engage Whom should they engage with Current customers Potential new customers Brand evangelists Brand detractors Industry spokespeople and influencers How to engage How to spark conversations How to counter negative conversations How to amplify positive conversations Guidelines for people representing the company, brand, products Engaging in industry events, engaging with competitors Creating an engagement strategy is a critical step

6. Page  6 Social Media in Business The Customer Engagement Food Chain mala.sarat.chandra@gmail.com RecommendedPurchasedInteractedClickedSharedCommentedRatedSavedSaw Source: Jim Sterne’s Engagement Food Chain Site visits Bookmarks, tags Stars, Like, Fav, embed Posts, Comments per post Tweet, Retweet, Share, Forward Coded clicks Transactions completed Mentions, Survey results Metrics

7. Page  7 Social Media in Business mala.sarat.chandra@gmail.com Source: Altimeter Group: Social Strategy, Getting your Company Ready

8. Page  8 Social Media in Business Engagement drives business outcomes mala.sarat.chandra@gmail.com Engagementdb.com

9. Page  9 Social Media in Business Engagement Guidelines Approval Style Political issues Legal issues Online Personas Disclaimers Who needs to review and sign off on content Acceptable language use, tone of voice What’s off limits, what is okay to discuss What can and can’t be said for legal reasons How individuals represent themselves Do employees need a disclaimer when not representing the company’s official position Who to contact when dealing with a potential reputation issue mala.sarat.chandra@gmail.com Contact details for escalation

10. Page  10 Social Media in Business Engagement Guidelines Approval Style Political issues Legal issues Online Personas Disclaimers Who needs to review and sign off on content Acceptable language use, tone of voice What’s off limits, what is okay to discuss What can and can’t be said for legal reasons How individuals represent themselves Do employees need a disclaimer when not representing the company’s official position Who to contact when dealing with a potential reputation issue mala.sarat.chandra@gmail.com Contact details for escalation

11. Page  11 Case Study: Dell’s Next Step: Listening & Engaging 2.0 Lionel Menchaca Chief Blogger BlogWell Cincinnati (April 7, 2010) http://www.slideshare.net/dellsocialmedia/blogwell-cincinnati-april-7-6687636/download Video: http://www.socialmedia.org/blog/blogwell-videos/how-dells-social-media-program-is-evolving-live-from-blogwell/http://www.socialmedia.org/blog/blogwell-videos/how-dells-social-media-program-is-evolving-live-from-blogwell/

12. Page  12 Social Media in Business Dell Online Activity Timeline 12 SDC/ DCF Direct2DellBlog Outreach Corp. Rep. IdeaStorm 1996/ 1997August 2006April 2006July 2006February 2007 Support.dell.com preceded Dell.com Dell Community Forum rooted in break/ fix activity Humble beginnings Established foundation for Direct2Dell content Extended DCF and Direct2Dell’s reach Also humble beginnings Helped grow Dell’s credibility and grow Direct2Dell’s readership organically Community-driven concept that caught on quickly Was among the first crowdsourcing experiments by a brand Extended two-way communication with customers Content influenced by online conversations helped build our credibility Outreach http://www.slideshare.net/dellsocialmedia/blogwell-cincinnati-april-7-6687636/download

13. Page  13 Social Media in Business What We Learned 13 Dell must be part of the conversation ecosystem Centralizing Dell’s social media efforts only gets us so far Engaging in brand reputation and topic discussions is worthwhile 4000 – 5000 conversations happen around the Web about Dell every day http://www.slideshare.net/dellsocialmedia/blogwell-cincinnati-april-7-6687636/download

14. Page  14 Social Media in Business Fundamental Challenges 14 How to make sense of the firehose How to scale http://www.slideshare.net/dellsocialmedia/blogwell-cincinnati-april-7-6687636/download

15. Page  15 Social Media in Business Listening & Response 2.0 Structure 15 Listening Process Social Media Responder Team Listening Czar Segment SME discussions Brand/ Reputation discussions External Blogs/ Forums Support.Dell.com External Blogs/ Forums Dell Community Sites http://www.slideshare.net/dellsocialmedia/blogwell-cincinnati-april-7-6687636/download

16. Page  16 Social Media in Business Listening & Response Engine 16 Listen to customer conversations across the web Listen and Engage Customers Who… Have Suggestions Are loyal fans (our community + external social networks) Need Help (internal and external forums, blogs, other external social networks ) Closed Loop Response Engine Early Warning System Drive for Root Cause ID Storm Sessions / IdeaStorm Closed Loop Process Implement Changes Thank / Surprise / Delight Create Movement Brand Ambassadors Customer Service & Tech Support Product Group & Professional Services Communications Marketing & Online Sales Embed Responders and SMEs across critical parts of the organization to close loop with customers Hone the listening process (top to bottom), be willing to take action and drive change in the business http://www.slideshare.net/dellsocialmedia/blogwell-cincinnati-april-7-6687636/download

17. Page  17 Social Media in Business www.dell.com www.dell.com/forums www.direct2dell.com www.ideastorm.com www.dell.com/twitter www.slideshare.net/dell_inc www.youtube.com/user/DellVlog www.flickr.com/photos/dellphotos www.dell.com/facebook Where to Find us On the Web 17

18. Page  18 Social Media in Business Mid-term Review: Topics Covered mala.sarat.chandra@gmail.com Finding the Audience Listening and Engaging Key Influencers Elements of a successful strategy Strategy vs Tactics Goals, Objectives, KPIs and Metrics ROI Content Strategy Tools Case studies

19. Page  19 Social Media in Business Group Exercise: Channel Islands inspire hope for Global Conservation mala.sarat.chandra@gmail.com Goal: Raise awareness and educate everyone on conservation Objective: $12,000 in 3 months to fund a documentary series to showcase lessons learned http://uwsmb.wikispaces.com/file/detail/Group+exercise+Channel+Islands+California.docx

20. Page  20 Social Media in Business Group Exercise: Conservation Futures Documentary Series mala.sarat.chandra@gmail.com Create a social media plan to achieve the stated business goal and objective. How would you find the target audience of potential supporters and donors? What social media campaign would you implement? Describe the strategy and tactics. What metrics and KPIs would you track?