Dell and PMI event: Skills to help the non-profit sector - Social Media in Volunteering

Social Media in Volunteering Leveraging the potential Stephen Jio - Dell 18/09/13 - Limerick

“Social media isn’t the end-all-be-all, but it offers marketers unparalleled opportunity to participate in relevant ways.”

Matt Dickman

3 stephenjatdell 9/16/2013

Dell and Volunteering

• More than half of Dell team members globally participate in community service projects

• Dell global team members volunteered more than 700,000 hours in their communities last year.

• Participation in community service activities with more than 15,000 charities in 60 countries.


Dell’s Social Media & Community History

2013

5 Confidential 9/16/2013

“Social media is your opportunity to reach a massive number of people with transparency, honesty, and integrity.”

Brian E. Boyd Sr

@stephenjatdell 6 9/16/2013

Courtesy of http://www.eightytwenty.ie/blog/?p=2059

Social Media: The opportunity

7

“One of the greatest challenges companies face in adjusting to the impact of social media, is knowing where to start.”

Simon Mainwaring

8

Create a complete strategy that aligns with your Brand.

• Identify, Define Objectives, strategy, audience and policy • Train Staff for self- empowerment

• Listen to the Community • Engage and Act consistent with your brand

• Quantify results, tie back in to your objectives

@stephenjatdell

BUILD

EXECUTE

Social Media: Build, Execute & Measure

MEASURE

9 @stephenjatdell

Objectives

• What do you want to accomplish with Social Media – Volunteer drive – Donation appeal – Generate discussion – Gaining an understanding of the

perception of your brand – Driving traffic to your website – Commitment to the cause – Emergency outlet

Your roadmap to what you want to achieve

10 @stephenjatdell

Strategy • Have a clear set of objective that

includes: – What you want to accomplish with

Social Media – How you will support the

programme internally – Where you will initially focus your

efforts – What your 5- year roadmap for

Social Media looks like – What is your budget and does it

align with what you want to do

Focus on your audience

• Social demographics

– Look at the social properties that align to your target customer

– Understand the behaviour of your target customers on Social Media

stephenjatdell 11

Courtesy of https://blog.compete.com/2012/12/14/this-is-what-an-age-breakdown-of-the-top-social-sites-looks-like-3/

Random Social Media rarely work, however when it does…


Policy Build: What needs to be in your policy for employees

• Create a policy for Social Media that includes: – Transparency – Accountability – Procedures and Training – Protection of Confidential Information – Reporting and Investigation – Discipline – And above all honesty

• Also need to ensure that you have a governance process to support the policy

Social Media Policy

HR enforceable Ethics aligned

PR input SMT buy- in

13 @stephenjatdell

• Training is essential • Clearly sets out the principles of

listening and engaging • Puts processes in place to execute

• Principles • Policy • Governance

• Allows for ALL employees to participate • Minimises risk and exposure for a

company • Also for agencies and contract workers

Training Build: Empowering the masses!

http://www.dell.com/socialmedia

http://www.dell.com/socialmedia


15 @stephenjatdell

Brand Reputation

Product Evaluation Potential Issues Instant Feedback

Queries on Product/Services

Support

Customer Stories Peer to Peer Influence

Comments

Sales Lead Generation

27,000 posts daily about Dell

Execute: Why you need to Listen!


"We used Twitter as a way to thank volunteers and people who donated to our cause. Anytime we can engage with people who touch us, we do.”

Rev. Jeff Putthoff, Executive Director, Hopeworks ‘N Camden

17 @stephenjatdell

• Transparency is key • 2 types of business profiles

– Company – On behalf of Company

› @stephenjatdell

• Always disclose you association – Even with personal social profile

› #IworkforDell

Profile Execute: Don’t hide your association!


19 @stephenjatdell

• Engagement doesn’t mean responding to everything!

• Do not use to neutralise or argue a dissenting opinion

• Look for landmines • Think before you post, the delete

button doesn’t work

…and don’t Tweet when you’re in a bad mood

Execute: Engagement, food for thought

20 @stephenjatdell

• When you tweet for a company you ARE the company

• Forget the delete button – once its posted, its permanent

#Fail


Quantify • Brand Health –

Net Promoter Scores, Social Net Advocacy • Customer Satisfaction (Social Support) –

Within the Social environment, community responses

• Conversion (User Content) – Customer reviews, user generated content

• Consideration – Effectively driving traffic to dell.com

• Revenue – ‘Social’ associated purchases, indirect and direct attributed

Resource: Econsultancy - The State of Social Report 2011

The most important metrics in assessing Social Media

22 @stephenjatdell 9/16/2013

Putting it all together…


Dell Social Innovation Challenge

With more than $350,000 in Prizes and Awards, the Dell Social Innovation Challenge identifies and supports promising young social innovators who dedicate themselves to solving the world's most pressing problems with their transformative ideas

• In 2012 over 250,000 student from 105 countries

created profiles in DSIC • 1,570 innovations were submitted • 400 formal business plans were submitted • Crowdsource voting in preliminary rounds

Irish Cancer Society and Dell

Irish Cancer Society: Daffodil Day • Key component in an overall

campaign • Promotes association with

event and Dell Ireland • Dell Ireland Twitter trending

in Ireland during event • Created mobile app

@stephenjatdell 24

(PRODUCT)RED™ and Dell

• Leveraging Social channels,

including YouTube to feature special edition designer lids that were specially commissioned for (PRODUCT)RED

• Social challenge for a themed design that would be used as a flagship lid for Dell.

@stephenjatdell 25


A recent Red Cross survey reveals: • Online news is the 3rd most popular source of information

during an emergency • A quarter of the general public would use Social Media to

let loved ones know they are safe

American Red Cross and Dell

Specifically, the Digital Operations Centre helps the Red Cross: • Source additional information from affected areas during

emergencies to better serve those who need help; • Spot trends and better anticipate the public’s needs; and • Connect people with the resources they need, like food,

water, shelter or even emotional support.

"Engaging in honest, direct conversations with customers and stakeholders is a part of who we are, who we've always been."

- Michael Dell

@stephenjatdell 27

Thank you @stephenjatdell

ALIENWARE AURORA

Dell and PMI event: Skills to help the non-profit sector - Social Media in Volunteering

Business

social media isnt

impact of social media

social properties

t random social media

audience social demographics

policy build

stephenjatdell build

stephenjatdell training