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Dell’s social media principles at Radian6

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Every month, Dell has 25,000 conversations with customers who provide feedback on products.

9,000 employees are trained in social media with an emphasis on listening and engaging with the customer. And they filter relevant data by ratings of reviews.

At the Radian6 Social2011 conference in Boston, Dell discussed its successful social media strategy and use of social media to leverage brand credibility and visibility.

Content: It’s all about storytelling

  • Be authentic, engaging & informative
  • Practice “purposeful edutainment”
  • Recognize the fine line between slick content (bad) and highly produced, purposeful education content (good).
  • Follow a code of conduct
  • “Need to go from listening … to understanding … to insight.”
  • Your audience doesn’t see your .com as a homepage. Instead, your homepage is Google, YouTube, Twitter, Facebook, whatever platform they’re engaged with.

Dell’s social media four R model

  • Review
  • Respond
  • Record
  • Redirect

Video: Time to press ‘record’

  • Video is key
  • High production value is important, but so is user-generated video.
  • Video creates compelling experience on the web.

Semantic analytics

  • VERY smooth. What used to take scads of time and exhaustive research can now be delivered at lightning speed.
  • How to know what is being said
    • Consolidate all data
    • Analyze
    • Create insights

Use Dell’s wisdom

  • Fish where the fish are: Communities & support forums
  • Be a storyteller: Share insightful & exciting happenings
  • Be nice, have fun, connect
  • Traditional tactics don’t work in social media: Long-term relationships that go way beyond campaigns, and last decades (ideally)
  • Experts become our best marketers

Listen, engage, and produce a dialogue with your customer. Dell uses social media to establish lasting relationships with their customers.

What can you adapt from Dell to template your social media campaign?

Planning key to every social media campaign: Radian6 conference

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As social media use is on the rise, most Millennials expect their first customer service point of contact to be online. Further, social spending is estimated to be 10% of a campaign for the year 2012.

Social 2011 the Radian 6 conference in Boston concentrated on social planning for campaigns.

The time is now to create a social plan for your business’ social media campaign.
Use these tips to help you start:

Social media teaches consumers to scream loudly about brand issues.
What does this mean for a business?

  • In the past we only knew brand perceptions from focus group; now we listen & respond real-time
  • Do not just listen to consumers
  • Read into insights & react to the culture of the moment
  • Focusing on the long tail is another way to reach your intended audience

Social media planning tips

  • Integrate social early in the campaign-planning process
  • Social media is NOT just about how many, but who!
  • Your brand should impact customers during several different touch points of the decision journey, not just the action
  • Good marketing practice is to remind people where to find you all the time
  • If your ad campaign doesn’t include a social/digital call-to-action, it’s a missed opportunity!
  • Integrate your branded Facebook page onto everything!

Emerging trends

  • Smartphone adoption
  • Gaming
  • Geolocation
  • Mobile couponing
  • Comparison shopping

Should companies measure earned media?

  • Don’t isolate: Think about where earned, paid, and owned media intersect
  • Know your audience, culture, and client to build insights and campaigns

The take-away from the social plans panel: When building a campaign, focus first on giving your audience what they are after. Then build a strong relationship with your targeted audience, for that will be a crucial move as social media becomes a key strategy in every marketing campaign.