Social Roles in the Enterprise - PRSA CenTex

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Social Roles in the EnterpriseAmy Tennison, Social Training & Activation Global LeadTwitter: @AmyTennison

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The Social Media Revolution• Video Link: http://www.youtube.com/watch?v=QUCfFcchw1w

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“It’s not ‘media,’ it’s simply communication. Think of it more like the telephone than the TV.”

- Amy Jo Martin, Digital Royalty CEO

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Social media will make you better at your job even if it’s not “doing social media”

Harvard Business Review weighs in

• The most expensive employees spend:– 28% of their time reading/replying to emails

– 19% of their time tracking down information

– 14% of their time collaborating with co-workers

– Social media could represent a 20-25% increase in efficiency in these activities

• “Dig out the dark matter”– High-value knowledge is hidden in oral traditions

or buried on hard drives

• Source: http://blogs.hbr.org/2012/08/social-medias-productivity-pay/

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Today I’ll discuss…

What I do & how I got

there

How Dell is staffing &

driving adoption of

social

Tips for building out your social

persona

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How I saw my career path after graduation

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Source: http://gettingsmart.com/2013/07/goooooaaaals-need-to-be-tracked/Attributed to Demetri Martin, the author of a book called This Is A Book.

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How it really works

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Source: http://gettingsmart.com/2013/07/goooooaaaals-need-to-be-tracked/Attributed to Demetri Martin, the author of a book called This Is A Book.

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Consistent networking is the difference between getting to the next level vs. next role

New RoleNew Role New Role

Ne

two

rking

Inte

nsity

Career Progression

Network outside AND inside your company.

Don’t wait until you need something to

connect.

Inconsistent networking

Consistent networking

New Role

New Role

New Role

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My career path: networking + constantly evolving scope of role

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Online MKTG

Experiential MKTG

Go-To-Market Strategy

Social Media, Employee Engagement & Change

Management

• Launched Dell’s first year-round student micro-site

• Created innovative site elements to drive email opti-ins including Online Gift Registry aka Wish List (38k users), interactive Shopping Advisorand the Swag Arcade (avg time on page 8+ minutes)

• Sponsored pro-gaming team to blog on our site & host online gaming tournaments

• Transitioned 180 campus reps to Digital RAs

• Developed social media & experiential activations

• Dell Superprom Contest garnered free coverage for Dell from 18 news stations

• Dell Campus RockstarFacebook App generated 272K installs and over 130M media impressions

• Provided guidance to merchandising managers on Gen Y system configurations and bundles

• Pitched Apple Compete Campaign that drove a 26% shift in product mix to high margin systems (13% GM)

• Utilized Out-of-Home media to reach students on campus and in high schools

• Co-launched Dell’s internal social media training & certification program: Social Media & Community University (SMaC U)

• Developed new social activation programs such as the Social SME Program

• Led top-down social media implementation in key organizations

• Partnered with external vendor to activate employees around new marketing org & process changes

Re-org+ Mktg Org &

Process Activation

Internship at Makos

Advertising

Marketing Manager,

Student Discount Program

Program Manager, SMaC University

Global Lead, Social Training & Activation

Re-org+ Program

Lead

Intern Manager

Co-worker recommended by manager

Cross-team partner

New skills & pitched/executed ideas not in original job scope

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Career framework

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Current job:Global Lead, Social Training & Activation

FUNCTIONAL GAPS

FUNCTIONAL GAPS

COMPETENCY GAPS

COMPETENCY GAPS

LEADERSHIP GAPS

LEADERSHIP GAPS

Pe

rson

al Co

nsid

eratio

ns/ C

riteria

Destiny job (5-7 years):

Option 1 Option 2

“My dream job doesn’t exist yet”

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How Dell is staffing & driving adoption of social

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Social media at Dell

• Source: http://www.youtube.com/watch?v=RiT2J1CfdC4

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Dell has more than 7 years of social experience

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A tool to be leveraged across the fabric of the company: different functions, uses and values

Product Development

• Feedback Loop• Early Warning• New Product

Ideation

Marketing

• Demand Forecast• Lead Generation• Message Reach

Online

• Social Authentication

• Communities• Customer Stories• Gamification

Sales• Leads• Collaboration• Thought Leadership• Blogs

Customer Service

• Listening• Support Widgets• Outreach

Communication

• Rich Media• Brand Reputation• Influence• Reputation

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Social Media creates business value for Dell

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Touches all Business

• Consumer, SMB, Public, LE, Services• Marketing & Brand, Awareness, Demand Gen, Sales, Support,

Loyalty, Conversion, Quality, Competitive Insight, etc.

Engagement drives

Revenue

• Social targeting (via listening) delivers new leads and sales• Social engagement drives clicks and higher conversion• Dell Community members spend more with Dell • Benefits across full customer lifecycle

Additional Value

• Optimized Costs & Process Improvements• Improvements in overall Health of Business by becoming a

trusted advisor

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SMaC University

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Nominated for 2011 Constellation SuperNovaAward for Social Business

“recognizes teams for their courage in battling the odds to effect change in their organization”

“Consider Dell, which has two types of defined training models: a guideline-focused course for everyone and a series of in-depth courses that are required for anyone representing the company in social media…”

“Best in class training”

9,102 SMaC Certified; 17, 000

unique class attendees

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Example of top-down social media strategy

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100% SMaC Certified by December 31st

100% of select Dell convos mapped to team members

100% of team members assigned a social engagement task

Goals

Objectives

Fully engaged social team, having the right conversations, in the right place at the right time.

Increase external thought leadership via social on selected key topics from Dell’s Commercial messaging framework

North America Marketing leadership increases Dell’s thought leadership

SMEs, Brand Managers & Field Marketing Managers utilize expertise to engage in valuable conversations online

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“There is no ‘best’ rating without social engagement.” Bryan E. Jones

Vice President, North America Marketing

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Map 100% of org to key social tasks included in performance plans (a few example of roles)

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Task Listening Analyst Content creator SME/Topic Manager

Community Manager

Thought Leader Employee Advocate

Description

Analyzes social conversations to 

identify insights that can improve business processes, products, solutions, etc.; shares insights with key 

internal stakeholders to drive change

Creates a variety of content for external 

distribution (whitepapers, videos, 

case studies, Dell.com messaging, etc.); doesn't engage customers directly via 

social media 

Creates, curates & amplifies original, Dell & 3rd party 

content around key topic areas 

externally; engages in online 

conversations with customers/peers

Manages social community on behalf 

of Dell (ex. @DellHealthcare); shares relevant 

content from internal contributors, but not necessarily a topic expert themselves

Drives true thought leadership for Dell around key topics externally (ex. 

speaking at events, blogs); identified internally and 

externally as a strong business leader

Looks for ways to integrate social insights into 

business processes; utilizes personal 

accounts to amplify relevant Dell 

content from time to time

External engagement

N N Y Y YOptional (Personal Networks only)

Required Expertise

Analytics background; familiar with topic/vertical

Messaging background; familiar with topic/vertical

Topic expertise Social expertiseIn‐depth 

understanding of topic & business

Knowledge of team processes

Required Tool Training

Radian6 (Industry topic/SOV data); SNA (Dell Specific data)

Master content calendar tool (coming 

soon); EveryoneSocial 

Content Submission Request Form

EveryoneSocial (Content curation & 

scheduling); Linktrackr 

(revenue/click tracking); Kred Online Scorecard

Sprinklr (Content management tool); 

Linktrackr (revenue/click 

tracking)

EveryoneSocial (Content curation & 

scheduling); Linktrackr 

(revenue/click tracking); Kred Online Scorecard

N/A

% of NA Marketers 10% 10% 10% 5% 5% 60%15% 55%

Secret sauce

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A holistic view of a socially engaged team

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Listening Analysts

Content Contributors

Employee Advocates“amplifiers”

Community Managers

Ex: @DellEDU

SME/Thought Leaders

Insights feed Content

Content feeds social

communities and SMEs

SMEs, Community Managers & Employee

Advocates feed Engagement

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Social SME/Exec Programs

Identify, train and support key team members to become active social thought leaders, manage key influencer/customer relationships and thrive in relevant online communities around key FY’14 solutions.

• Consulting & personal feedback on how to develop your social persona, build a content plan and use exclusive tools

• Actionable & topic specific guidance on who to follow, what to read, where to listen, etc. and no-hassle account creation

• Robust reporting on individual impact (revenue, share of voice, topic sentiment, search, cost savings, etc.)

Benefits

• 150 SMEs in the program to-date

• On average SMEs generate 2 engagements & 6 clicks per post

• 20M+ monthly Twitter reach

• Integrated SEO to improve key word ranking & traffic to Dell: Incremental 17.6K visitors to dell.com, 47 more keywords ranking in top 10

Program Stats

Check out our program infographic at: http://bit.ly/1a0ntop

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Newbie to social pro: Cody Norris, Windows 8 SME

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Cody’s XPS 12 experience goes viral – social connections help amplify blog post

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Tips for building your social persona from our Social SME Program

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It’s about getting the right material in front of the right people at the right time and

right place.

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4 key elements for building your social persona on behalf of Dell

Your Personal BrandWho are you?

Your Social FootprintWhere & how should

you be engaged?

Your TopicWhat are you

going to talk about?

Your Look & FeelWhat should your

accounts look like?

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What is your personal brand?

• It’s your reputation – the combination of personal attributes, values, drivers, strengths, & passions you draw from that differentiate your unique promise of value from your peers

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“A brand is what people say about you when you’re not in the room.”

– Jeff Bezos, CEO Amazon

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Requires self reflection

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Values“What I wish people would say about me”

-Strategic-Go Getter/Makes things

happen-Reliable

-Warm, Empathetic-Creative-Intuitive

People work with

-Intelligent-Creative

-No nonsense/ down to earth

-Socially aware-Social and friendly

-Intellectually curious

Work conditions

-Broad scope of work-People Manager

-Flexible work timings- NOT under micro-

managers-Working with cross-

functional teams

Level and Salary

Responsibility:Decision making

authority for marketing programs for BU,

specific function or entire company

Fields of interest

“I could talk all day about…”

-Travel - Running-Wine - Scifi movies

-Work - Social

Geography-Opportunity to travel

internationally-Vibrant, coastal cities

-Tech hubs (SF, Seattle, Austin)

Transferable skills-Public Speaking/Comms

-Online & experiential mktg- Social media

- Employee activation-Change Management

-Website Design & SEM/SEO-Creativity/Marcom

-Strategic vision + strong tactical execution

-Team player

The Flower Diagram from What Color is Your Parachute?Book by Richard Nelson Bolles

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5 questions for building your personal brand

• What are your goals?

• What do you value?

• What are you passionate about?

• What motivates you?

• What makes you remarkable at what you do?

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5 rules to remember:

Be Diligent

Be Consistent

Be Relevant

Be Interesting

Be YourselfAction! Write down as many one word answers as you can to the above questions in the next two minutes

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Then Google yourself…

Do your results convey your 3 most important attributes?

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Share your personality, but avoid topics like politics and religion

Your topic: what are you knowledgeable about

• Outline your content plan– Identify 2-3 topics that you are

knowledgeable about

› Related to your role, industry or passions

• Stay on point– Use your status updates

strategically

› It's OK to post about other things now and again

› Avoid random, unrelated thoughts

– Share consistent points of view across all social channels

• Demonstrate your expertise– Contribute to industry

conversations

– Post tips & tricks

– Link to relevant white papers

– Point people to relevant news stories

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Remind yourself of the plan

• Write down your plan. Stick on your wall for daily reminders.

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Source: http://www.socialmediaexplorer.com/social-media-marketing/sharing-is-the-cornerstone-of-social-media-success/

60% social media30% business

10% travel

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Your social footprint: prioritize based on time, level of commitment & outcome

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Your look & feel: be consistent

• Use the same profile picture, name/username, bio, etc.

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How will you uncover your dream job?

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5 tips for getting to the next level

1. Identify your personal brand

2. Develop your social persona & social skills (even if you aren’t looking for a social role)

3. Invest time in networking– Online & offline

– Co-workers & industry experts

4. Read a lot! Always know what’s going on in your industry

5. Never be afraid to evolve your role– Be awesome at your current role first

– Consider your company’s history , culture and your boss's priorities

– If you have a good idea, pitch it to your manger

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Feel free to network with me

• Linkedin: www.linkedin.com/in/AmyTennison

• Twitter: @AmyTennison

• G+: https://plus.google.com/u/0/102499635242298720654/

• Flickr: http://www.flickr.com/photos/amytennison/

• SMaC program infographics available at TechPageOne.com:– http://www.techpageone.com/business/turning-internal-experts-into-

social-influencers/#.UjhadtJeaq-

– http://www.techpageone.com/business/smac-university-turns-3-social-business-lessons/#.Ujm_0tJeaq8

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