This was presented at a Sprinklr User Conference hosted by the American Heart Association on June 17, 2014 in Dallas, TX. Five steps to making business social are provided with tips on how Dell teams are accomplishing that.

1. 1
Dell - Internal Use - Confidential
#ItTakesaVillage
To Make Business Social
Connie Bensen
June 18, 2014

2. 2
Dell - Internal Use - Confidential
• Defined Community Manager Role across business functions (2006)
• Pioneered big data via insights from social data (2008)
• Leading Social Content strategy and governance at Dell
Connie Bensen
Follow me on Twitter: @cbensen

3. 3
Dell - Internal Use - Confidential
Altimeter has defined ‘Digital Transformation’

4. 4
Dell - Internal Use - Confidential
Essentials for Making Business Social #ItTakesaVillage
1. Data and analytics
2. Customer-centric experience
3. Internal collaboration
4. Cross-functional participation
5. Tools based on new processes

5. 5
Dell - Internal Use - Confidential
The Business requires accountability. #DataDriven
Dell’s social presence:
- 60% year over year growth
- 12,000 certified employees
- Each business function has a scorecard

6. Marketing
• Dell - Internal Use - Confidential
Get to know the villagers #BeTheMayor
Understand the content ecosystem and workflows
Social Publishing
Engagement
Listening
Social Assets
Employee Activation
Marketing Resource Management (MRM)
DAM
Sales Enablement
Extranet
DISCOVER EDUCATE COMPARE CONVERT ADVOCATE
Dell Tech Page One
Social Channels Social Channels
Digital Properties
Dell TechCenter
Dell.com
Community Forums
Demand Gen (Eloqua)
Third Party Sites
CMS

7. Global Marketing
Dell - Internal Use - Confidential
Create community around collaboration. #CoreTeams
Confidential7
Integrate Social into the business functions across the customer journey

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Dell - Internal Use - Confidential
Build the tools needed for the processes.
• Governance
• Reporting
• Automation
Analytics
Paid Media
Listening
Integration
Content
Management
Admin/
Training
Dell
Teams
#Don’tLetTailWagtheDog

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Dell - Internal Use - Confidential
Five tips to make business social @scale.
1. Use data to tell your story
2. Create visualizations of the content ecosystem and workflows
3. Put your consultant hat on and get to know your stakeholders’ needs
4. Implement through cross-functional core teams
5. Build the tools to support the new processes

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Dell - Internal Use - Confidential
Questions?
Resources
Optimize
by Lee Odden, TopRank Marketing
Revenue Engine
by Steven Woods, CTO Eloqua
Rise of the Revenue Marketer
by Debbie Qaqish
Altimeter Report: Digital Transformation: Why and How Companies are
Investing in New Business Models to Lead Digital Customer Experiences