Please note:

We hope you enjoy using these materials, but keep in mind that Dell sells social media consulting services. So giving these materials outside the company is like handing them a signed, blank check. Which is a bad idea. So dont do it without consulting with the SMaC team. Plus, see the CONFIDENTIAL label at the bottom? Yeah, were serious about that. This is private stuff.

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Dell Social Media Principle Training

Five core principles to help direct team member participation in the social media space

Power of Social Media

Video Link: SharePoint

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What is Social Media?

Any tool or service that uses Internet to facilitate conversations Words, pictures, video, chatter, audio and also experiences observations, opinions, news and insights Connections between friends, peers, influencers

Collaborations
The redistribution of influence An opportunity and privilege

- Brian Solis, Engage!

Global Marketing

Hosting the party at our house (Dell Community Properties)

Bringing together our customers, partners and prospects around areas of interest or passion, and facilitating a dialogue to allow the members to get to know each other better over time On domain rather than 3rd party platform Not just Support Forums, but rather the aggregation of all community tools including blogs, forums, wikis, media galleries, etc.

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Our Customers Are Talking About Dell

Our customers are talking about Dell.
25K conversations daily about Dell

Engaging in honest, direct conversations with customers and stakeholders is a part of who we are, who weve always been. The social web amplifies our opportunity to listen and learn and invest ourselves in two-way dialogue, enabling us to become a better company with more to offer the people who depend on us. -Michael Dell

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Our Customers Want Us Engaged

93% of social media users believe a company should have a presence in social media 85% of users believe a company should not only be present but also interact with its consumers via social media 56% of users feel they have a stronger connection with and are better served by companies when they can interact with them in a social media environment

- 2008 Cone Business Social Media Study

60% of B2B technology decision-makers rely on technical support forums to inform and validate their purchase decisions
Followed by Virtual Trade Shows (32%) and Ratings & Reviews (including Digg, Delicious, etc) (29%)
http://www.forrester.com/rb/Research/how_b2b_technology_buyers_use_social_media/q/id/55417/t/2

2009 Forrester Survey

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Opportunity to Build Dells Brand

Social Media platforms provide an opportunity reinforce Dells brand purpose:

helping our customers grow & thrive

Build authentic and lasting relationships with our customers @DellCares Social Media for Small Business

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Its here. Our customers want it. And it supports the brand. How do we engage?

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Dells Social Media and Team Member Engagement Strategy

To lessen the distance between us and the customer We want to empower as many engaging & excited customer facing or customer impacting team members as possible to participate in our social media efforts
All functions and segments
Product Group Services Solutions Customer Service Comms PR & HR

Marketing

Online

Sales

Lead to improved:
QUALITY DEMAND CREDIBILITY CONVERSION CYCLE TIME RESOLUTION REPUTATION

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Benefits for individual team members

Most team members can access social media sites at work
54% completely prohibit use of social networking sites while at work
*Robert Half Technology survey of 1,400 CIOs from US companies

Build your personal brand

Skill enhancement
Professional networking Job opportunities

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Requirements to participate on behalf of Dell

Policy and principles in place. Go to www.dell.com/socialmediapolicy Complete SMaC Professional Certification (3) Mandatory Classes (1) Platform of choice

1
SMaC Principles

2
Get Started SMaCing

3
Building Brand on SMaC

4
Building Relationships via Facebook

5
Building Relationships via Twitter MKTG2007

6
Building Relationships via Communities MKTG2008

7
Building Relationships via LinkedIn

MKTG2002

MKTG2003

MKTG2005

MKTG2006

MKTG2016

8
Building

Relationships via Google+

MKTG2020
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Social Media Support Teams in place to help

Responsible for reaching out to distressed customers, responding to negative comments and tracking conversations
Social Outreach Services Team: sos@Dell.com Social Media Ground Control Team: Social_Media_Ground_Control@dell.com

If you come across an issue online, you can route the customer for help based on where the conversation is taking place
Twitter Sorry to hear about the experience. Please reach out to @DellCares for assistance. Facebook Sorry to hear about your experience. Please go to the www.facebook.com/Dell site and visit the Support widget for assistance. 3rd Party Blog/Web site, Dell Community Forum or Email (and the customer doesnt have access to Twitter or Facebook), report the issue (with links) to sos@dell.com Big/popular conversations that are going viral/getting a lot of negative attention, report the issue (with links) to Social_Media_Ground_Control@dell.com
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Dells Social Media Accomplishments

Ranked #1 of top 100 most social brands in 2011 by Headstream - www.socialbrands100.com 2010 Forrester Voice of Customer Award customer facing social media programs

2010 Customer Oxygen Award Social Commerce Summit

Dell gets social Dell engages like no other brand

Dell is really ahead of the curve when it comes to communicating with customers Dell is the social leader

Connections with 50+ thought leaders

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Intro to Dells SMaC Principles

Global Marketing

The Five Principles

1. Protect Information 2. Be Transparent and Disclose 3. Follow the Law, Follow the Code of Conduct

4. Be Responsible

5. Be Nice, Have Fun and Connect

Global Marketing

1. Protect Information

Global Marketing

1. Protect Information
Dell will strive to protect the valuable information with which our customers, partners and team members have entrusted us.
Protect our customers and partners data and privacy
Partners include our suppliers, vendors and agencies Protect our brand and company intellectual property (IP) Protect your co-workers information Protect and respect third party IP Be a steward and report concerns to social@dell.com When in doubt about any content, always ask permission first

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Monitoring Mary
Mary is on Dell Consumer Facebook page and comes across the following post. What should Mary do?

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Monitoring Mary
Mary is on Dell Consumer Facebook page and comes across the following post. What should Mary do?

Reach out to the customer and notify them We are here to help and they need to go to the support tab for assistance Dell respects the customers privacy and they need to remove their order # and phone # from the public site.

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Monitoring Mary
Mary is on Dell Consumer Facebook page and comes across the following post. What should Mary do?

Reach out to the customer and notify them We are here to help and they need to go to the support tab for assistance Protect the customers and partners data and privacy Dell respectsourcustomers privacy and they need to remove their order # and phone # from the public site.

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Nosey Nick
During an inbound sale call, Nick uses Google Earth to look up the customers house using the address they provided. Is Nick adhering to Principle 1?

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Nosey Nick
During an inbound sale call, Nick uses Google Earth to look up the customers house using the address they provided. Is Nick adhering to Principle 1?

NO Its important to protect the customers privacy CANNOT use customer info for activities outside of billing/shipping for sales.

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Nosey Nick
During an inbound sale call, Nick uses Google Earth to look up the customers house using the address they provided. Is Nick adhering to Principle 1?

NO Its importantour customers and partners Respect to protect the customers privacy

data and privacy

CANNOT use customer info for activities outside of billing/shipping for sales.

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Wanda the Watchdog

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Wanda the Watchdog

Be a steward and report concerns to social@dell.com

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2. Be Transparent and Disclose

Global Marketing

2. Be Transparent and Disclose Associations

Dell must act with integrity and transparency in our online interactions, disclosing whenever we are participating in accordance with Federal Trade Commission laws (applies globally).
Team members must disclose relationship to Dell in references about Dell
Use your real name. If you are uncomfortable using your entire name, just use your first name.

Profiles and posts (where appropriate) should include the magic 10 words: Hi my name is XXX and I work for Dell
Posts from agency partners and contractors should include the magic 10 words as well: Hi my name is XXX and I work with Dell

3rd party bloggers must disclose the source of any compensation in posts they write about Dell An acceptable form of disclosure is to use the hashtag #Iwork4Dell at the end of a post. While hashtags originated with Twitter, this format is fine for all social media platforms.

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Brand backlash need to be transparent

An overzealous product manager at Honda promotes his own product but fails to disclose his own relationship with the company till the community calls him out.

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Brand backlash need to be transparent

An overzealous product manager at Honda promotes his own product but fails to disclose his own relationship with the company till the community calls him out.

How would you feel if a friend recommended a purchase and then you found out that they worked for that company?
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Dell team members examples of following FTC transparency rules

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Dell team members examples of following FTC transparency rules

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Promoter Pete
Petes co-worker, Shelly, manages the SMB Facebook page. Whenever Shelly launches a new Dell application or contest, Pete offers to promote it on his personal Twitter page with over 10K followers. How should Pete disclose his affiliation with Dell?

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Promoter Pete
Petes co-worker, Shelly, manages the SMB Facebook page. Whenever Shelly launches a new Dell application or contest, Pete offers to promote it on his personal Twitter page with over 10K followers. How should Pete disclose his affiliation with Dell?
State that he works for Dell in all posts about Dell Or given the character limitations in Twitter, he can choose to include the 10 Magic words in this profile or twitter background image Disclosure must be visible at all times

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Promoter Pete
Petes co-worker, Shelly, manages the SMB Facebook page. Whenever Shelly launches a new Dell application or contest, Pete offers to promote it on his personal Twitter page with over 10K followers. How should Pete disclose his affiliation with Dell?
State that he works for Dell in all posts about Dell Profiles and posts should include the choose to include the 10 Or given the character limitations in Twitter, he can magic 10 words: Magic words in this profile or twitter background image

Hi my name is XXX and I work for Dell

Disclosure must be visible at all times

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Transparency exceptions for Twitter

Not enough room in tweet due to character limitations FTC allows team members to disclose this info in their profile

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Blogger Bob
Bob is a well-known technology blogger. Recently, Dell asked Bob to write a review about a new laptop and agreed to compensate him for his work. He wrote a blog about the new system and posted an abstract on his Facebook page. How should Bob identify himself on Facebook?

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Blogger Bob
Bob is a well-known technology blogger. Recently, Dell asked Bob to write a review about a new laptop and agreed to compensate him for his work. He wrote a blog about the new system and posted an abstract on his Facebook page. How should Bob identify himself on Facebook?
The FTC says that even when a Facebook page profile identifies the company a blogger works for, he or she should include an additional disclosure when talking about the companys products Requiring a consumer to follow a link to disclosure information (on an About Us page, for example) is not sufficient Bloggers are also required to disclose that they were compensated in the post and indicate the form of compensation

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Blogger Bob
Bob is a well-known technology blogger. Recently, Dell asked Bob to write a review about a new laptop and agreed to compensate him for his work. He wrote a blog about the new system and posted an abstract on his Facebook page. How should Bob identify himself on Facebook?
The FTC says that even when a Facebook page profile identifies the company a blogger works for, he or she should include an additional disclosure when talking about the companys products

Bloggers are also required to disclose that they were compensated in the post and indicate the form of compensation

Posts from agency partners and contractors should Requiring a consumer to follow a link to disclosure information (on an include the magic 10 words as well: Hi my name is About Us page, for example) is not sufficient XXX and I work with Dell

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Platform Etiquette
You created a Facebook application where Android developers can share ideas to support Dells new mobility product line.
You discover that there is already an Android community on Facebook and want to post about the application on their Facebook wall. If you include the 10 magic words in the post, are you adhering to Principle #2 Be Transparent and Disclose?

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Platform Etiquette
You created a Facebook application where Android developers can share ideas to support Dells new mobility product line.
You discover that there is already an Android community on Facebook and want to post about the application on their Facebook wall. If you include the 10 magic words in the post, are you adhering to Principle #2 Be Transparent and Disclose? Yes, but you also need to think about this from an etiquette perspective. Have you been involved in this community and been engaged? If not, ask the page administrator before posting.
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3. Follow the Law, Follow the Code

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3. Follow the Law, Follow the Code

Dell will follow the laws regarding social media in the countries and jurisdictions where it operates. Team members are also expected to follow Dells Code of Conduct and other corporate policies. Remember:
Code of conduct still applies online (www.dell.com/codeofconduct)

Global Social Media Policy Get to know it! (www.dell.com/socialmediapolicy)

Adhere to House Rules
Be familiar with the community guidelines or terms/conditions of the sites you use

While local laws in other parts of the world may or may not govern Social Media, team members should treat U.S. laws as the minimum standard for their conduct
Federal Trade Commissions Endorsement and Testimonial Guidelines (http://ftc.gov/bcp/edu/pubs/business/adv/bus71.shtm)
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Contest Caroline
Caroline is running a contest for Dell where users can submit videos, photos or text. For the video portion, customers are asked to submit a YouTube link. Is Caroline following Principle 3?

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Contest Caroline
Caroline is running a contest for Dell where users can submit videos, photos or text. For the video portion, customers are asked to submit a YouTube link. Depends, what do the T&Cs say? Is Caroline following Principle 3?
At the time no. According to their house rules, you had to get YouTubes permission first, run the contest on YouTube and pay a fee. Today this would be acceptable Always read the T&Cs before setting up a new contest and run them through the Marcom Legal review process prior to launch
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Contest Caroline
Caroline is running a contest for Dell where users can submit videos, photos or text. For the video portion, customers are asked to submit a YouTube link. Depends, what do the T&Cs say? Is Caroline following Principle 3?
At the time no. According to their house rules, you had to get YouTubes permission first, run the contest on YouTube and pay a fee.

Adhere to Today this would be House Rules

acceptable

Always read the T&Cs before setting up a new contest and run them through the Marcom Legal review process prior to launch
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Photo Phil
Phil is managing the upcoming launch of several new (Product) RED designs. Prior to the launch, he creates a Flickr page with the new designs to drive customer buzz. Is Phil following Principle 3?

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Photo Phil
Phil is managing the upcoming launch of several new (Product) RED designs. Prior to the launch, he creates a Flickr page with the new designs to drive customer buzz. Is Phil following Principle 3?
NO Flickr cannot be used for commercial purposes such as posting hi-res product images, buy now links or transactional CTAs per site guidelines Make sure you are following pre-launch guidelines

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Photo Phil
Phil is managing the upcoming launch of several new (Product) RED designs. Prior to the launch, he creates a Flickr page with the new designs to drive customer buzz. Is Phil following Principle 3?
NO Flickr cannot be used for commercial purposes such as posting hi-res product images, buy now links or transactional Adhere to CTAs per site guidelines Make sure you are following pre-launch guidelines

House Rules

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4. Be Responsible

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Roles you can play and requirements

Personal SMaC Enthusiast Personal Engagement SMaC Professional SMaC Spokesperson Professional Engagement (Part of role)

Team Member Roles

"Fan"

fan

"Cheerleader"

cheerleader

"Player"

player

broadcaster "Sports Broadcaster"

Team member certified to speak on behalf of Dell with the media

Social Media use

Team member uses personal SM platforms (facebook, flickr) only for personal use

Team member that uses personal Team member responds directly to SM platforms and will occasionally customer needs, engaged in support Dell initiatives on personal conversations and/or owns a social pages media group on behalf of Dell Code of Conduct and Other Dell Corporate Policies

SMaC U Basic Required Training

N/A

MKTG2002 SMaC Principles

MKTG2002 SMaC Principles, MKTG2003 Get Started SMaCing and MKTG2005 Building Brand on SMaC Select one or more based on the tools you plan to use

Platform Specific Classes

MKTG2006 Building Relationships on Facebook, MKTG2007 Twitter, MKTG2008 Community, MKTG2009 RenRen & Kaixin, MKTG2010 Sina Microblog and MKTG2016 LinkedIn YES

Media Training Team member certification Hours required Audience Confidential handles 51

SMaC Team Coach Here to provide training, the playbook, Minimum etc. 7-8 but you are responsible for scoring
sassysarah sassysarah SarahatDell

8-9 Minimum SarahatDell Global Marketing

Freedom to Express Yourself

Dell is committed to the freedom of our team members to express themselves online However, the wall between personal and business participation is blurring
In online social networks, boundaries between work, family and friends are almost impossible to set and uphold

Food for thought: What does your social media personal brand say about you?
Friends & Acquaintances Clients & Coworkers

Close friends

Interesting People

PERSONAL
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PROFESSIONAL
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Blurring Lines
Even if you are not using social media for business purposes the same ethics and compliance rules in the physical world.

follow you into the virtual world

At home, work or anywhere else you connect

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The Risks are Real

Not only can you impact the brand, Dells reputation and sales, but you can also put your job at risk 20% of companies have investigated posting of confidential, private or sensitive info on social networks 8% have fired employees for organizational violations using social media

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Tips for Privacy

Anything you post online could be made public, and will likely be online permanently - the Internet never forgets

Check the privacy settings on your social media pages regularly

www.reclaimprivacy.org (latest on privacy information)

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Expectations for Personal Online Behavior

You are responsible for your actions

Consider posting a disclaimer on your personal posts about Dell or related topics
In my personal opinion

Be aware that taking public positions online that are counter to the companys interests might cause conflict

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Sassy Sarah
Sarah was frustrated with her boss and regularly wrote negative posts about her boss on her Facebook page. While Sarahs boss was not her friend, several of her co-workers were and informed the boss of the posts. What should happen to Sarah?

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Sassy Sarah
Sarah was frustrated with her boss and regularly wrote negative posts about her boss on her Facebook page. While Sarahs boss was not her friend, several of her co-workers were and informed the boss of the posts. What should happen to Sarah?
In your personal spaces, you have more freedom than in your workspace
But be prepared for anything you write online to go public Always comply to Dells Code of Conduct

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Sassy Sarah
Sarah was frustrated with her boss and regularly wrote negative posts about her boss on her Facebook page. While Sarahs boss was not her friend, several of her co-workers were and informed the boss of the posts. What should happen to Sarah?
In your personal spaces, you have more freedom than in your workspace
But be prepared for anything you write onlineyour public You are responsible for to go actions Always comply to Dells Code of Conduct

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Hiring Harry
Harry is about to interview a candidate for a management role. Before the interview, he looks up the candidate on Facebook and discovers several inappropriate images of the candidate. What should he do? What should the candidate have done?

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Hiring Harry
Harry is about to interview a candidate for a management role. Before the interview, he looks up the candidate on Facebook and discovers several inappropriate images of the candidate. What should he do? What should the candidate have done?

You are responsible for your actions

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Follow Up Questions
Should you Facebook friend, RenRen, Orkut
Your co-workers? Your boss? Your customers? Your partners?

What are alternative solutions?

On your personal social media pages, should you
Bad mouth competitors?

Use profanity?

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Expectations for SMaC Enthusiast

Disclose that you work for Dell (i.e. 10 Magic Words)
Hey, I work at Dell and here is this new contest coming up.

References about Dell need to adhere to brand and core values

Be helpful, optimistic, etc.

Let subject matter experts react to negative posts

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Surfing Susan
Susan is surfing the web and finds lots of online chatter about a Dell laptop that just caught on fire at a Japan conference. This is the first Susan has heard of the issue. What should Susan do?

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Surfing Susan
Susan is surfing the web and finds lots of online chatter about a Dell laptop that just caught on fire at a Japan conference. This is the first Susan has heard of the issue. What should Susan do?
Notify Dells Ground Control Team at Social_Media_Ground_Control@dell.com They can escalate to all of the appropriate parties such as Corporate Communications

Do not engage in the conversation unless you have proper training

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Surfing Susan
Susan is surfing the web and finds lots of online chatter about a Dell laptop that just caught on fire at a Japan conference. This is the first Susan has heard of the issue. What should Susan do?
Notify Dells Ground Control Team at Social_Media_Ground_Control@dell.com They can escalate to all of the appropriate Let such as Corporate partiessubject matter experts Communications react to negative posts

Do not engage in the conversation unless you have proper training

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Expectations for SMaC Professional

Know your role, area of expertise and online responsibilities Be aware of governance/process

Local posts can have Global significance

Become a true community participant

Act
Do something or find the right person
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Certification Required
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Eric the Engineer

Eric regularly provides content for the TechCenter blog. One day, he comes across a blog comment from a frustrated customer about an issue they are experiencing with their computer. Eric responds back aggravated that the customer is so upset and tries to resolve the issue. What should the engineer have done?

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Eric the Engineer

Eric regularly provides content for the TechCenter blog. One day, he comes across a blog comment from a frustrated customer about an issue they are experiencing with their computer. Eric responds back aggravated that the customer is so upset and tries to resolve the issue. What should the engineer have done?
Rather than responding, he should have notified the Dell CaresTeam at sos@dell.com If you are allowed to comment:
Make sure to adhere to brand and core values Be weary of promising anything such as this will resolve your issue or you system will arrive on XX date

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Eric the Engineer

Eric regularly provides content for the TechCenter blog. One day, he comes across a blog comment from a frustrated customer about an issue they are experiencing with their computer. Eric responds back aggravated that the customer is so upset and tries to resolve the issue. What should the engineer have done?
Rather than responding, he should have notified the Dell CaresTeam at sos@dell.com If you are allowed to comment: Know your role, area

of expertise and online responsibilities Make sure to adhere to brand and core values

Be weary of promising anything such as this will resolve your issue or you system will arrive on XX date

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Expectations for SMaC Spokesperson

Dont call us, well call you. Only authorized team members can speak on behalf of Dell. This includes speaking about Dell social media at events.

Executives

Corporate Communications

Specially Appointed (example: RichardatDell)

Advanced Certification & Media Training Required from Corp Comms
Global Marketing

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Dell encourages thoughtful and customer focused interactions at every touch point to benefit our business, brand, customers and prospects. In the end, we earn the attention, relationships and business we deserve.
Global Marketing

5. Be Nice, Have Fun and Connect

Global Marketing

5. Be Nice, Have Fun and Connect

Remember that you are representing Dell when you are online. Make sure your posts are emblematic of the attributes of our brand and adding value to the community.
Remember our Dell Brand Voice Recognize and apply best practices
Speak in first person Be timely with responses, but thoughtful Consider the cadence of your posts

Leverage the opportunity to network with other Dell social media practitioners globally

If you disagree, do so with respect

Create excitement and add value with meaningful posts

Support the open exchange of ideas Remember that its not always about US
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And in the room!

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Customer Feedback
I have been a Dell user for many yearsHaving Dell Twittermates made it easy to get quick [tech support] answersI enjoyed connecting people with my Dell Twitermates and felt part of something that was representative of the best of social media.

Fast Company expert blog user post

My experience with Dell while initially a contentious one serves as a reminder of how social media can be properly leveraged by organizations to engage customers, steer conversations, and change perceptions for the better. The social media folks at Dell are to be commended for the work they are doing and serve as an example for all organizations on how to tackle customer issues head on in social media.

-Michael Gannotti
Global Marketing

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Other Tools
Links:
Code of Conduct: www.dell.com/codeofconduct SMaC Principles and Global Digital Communications Policy: www.dell.com/socialmedia Federal Trade Commissions Endorsement and Testimonial Guidelines: http://ftc.gov/bcp/edu/pubs/business/adv/bus71.shtm

Contacts
Questions/Concerns around Employee Engagement: Social@dell.com Ground Control Team: Social_Media_Ground_Control@Dell.com

Social Outreach Services (aka DellCares) Team: sos@dell.com

Training Needs: Amaris_Tennison@Dell.com or Sean_Carey@dellteam.com
Do not Facebook friend Amy or Sean

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Questions or Feedback?

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