ITECH 7408 Social Media Strategy & Management Syed

Hasan (30131381)

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Student Statement:
 I have read the university’s plagiarism policy and understand the consequences of engaging in plagiarism and
collusion.
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this assignment.

Signature: Syed Hasan Ali Zaidi Date: 14/05/2016

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 ITECH 7408 Social Media Strategy & Management Syed
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Table of Contents
1. INTRODUCTION.......................................................................................................................................................3
2. Social Media Presence............................................................................................................................................4
3. Social Media Audience...........................................................................................................................................7
4. Social Media Marketing..........................................................................................................................................8
5. Ethics, privacy and security....................................................................................................................................9
5.1 Ethics................................................................................................................................................................... 9
5.2 Be Responsible....................................................................................................................................................9
5.3 Follow the Law, Follow the Code of Conduct.....................................................................................................9
6. Social Privacy and Security...................................................................................................................................10
6.1 Protect Information..........................................................................................................................................10
6.2 Be Transparent and Disclose............................................................................................................................10
7. Social Media Technologies...................................................................................................................................12
8. Conclusion.............................................................................................................................................................14
9. References............................................................................................................................................................15

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1. INTRODUCTION

Tuning in, an expertise that humankind has been attempting to ace for a considerable length of time.
However, in the period of online networking, listening has tackled extraordinary significance. For an
organization, listening successfully can have the effect between client lack of concern and client engagement
and between turning away catastrophe before it happens and picking up the pieces a short time later. After
its own social catastrophe, Dell made a pledge to connecting with clients on the web. Its IdeaStorm online
group, for instance, urges clients to share thoughts for new items, and in addition approaches to enhance
current ones. Yet, that was only the begin. Aware that its clients were progressively swinging to online
networking to talk about most everything, including Dell, senior administration needed to listen nearly, and
firmly, over the social scene for notice of its image and items. Albeit different listening bunches scattered all
through Dell's distinctive offices had been observing online networking notice for quite a while,
organization initiative felt the need to set up a focal structure to screen social discussions and guarantee that
move is made on any client concerns.

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2. Social Media Presence

Dell is, definitely, a "dear" with regards to online networking industry contextual investigations. Why? They
are one of the main genuine "clothes to newfound wealth" story that scaffolds a few business sector portions
including purchaser, endeavour, SMB and human services; and they offer an industry-driving case of
"tuning in" to their clients in online networking channels, from websites to Twitter. Also, maybe
considerably additionally convincing is Dell's way to deal with dealing with the seas of new data that they
reveal once a day — everything from bolster solicitations and item input to objections and abnormal state
point dialogs. In 2005, Dell's client administration and backing was clearly not what it is today. Join the
ensuing low-levels of consumer loyalty alongside the fast selection of online networking (which gives you
the capacity to spread discontent exceptionally far, rapidly), and you have the beginnings of a noteworthy
brand kickback. Dell at last weathered the tempest because of Michael Dell, who perceived the significance
of online networking (both the dangers and the open doors), and got by and by included. One of the
principal moves Michael Dell made was to make a committed corporate blogger that would traverse
utilitarian gatherings. Lionel Menchaca was selected for the new position, who discovered quick
achievement managing Jeff Jarvis and other associated bloggers by talking "genuinely and specifically",
adequately giving the organization a human voice. Dell have as of late extended their project significantly
facilitate by propelling their Social Media Listening Command Centre, an online networking centre
concentrated absolutely on tuning in, connecting with and reacting to all-things-Dell in more than 11 dialects
and the Social Outreach Services (SOS) group has developed from 10 to 70 individuals in the course of
recent years.

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Figure 1: Dell Social Listening Command Center

“We have 10,000 Dell employees trained as social media professionals,” said Susan Beebe, Dell’s Chief
Listener, “but we want a lot more people at Dell trained to be brand ambassadors.” In fact, Beebe wants to
see everyone at Dell trained in social media.

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Figure 2: Dell Social Media strategy

Figure 3: Dell Training Certificate

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3. Social Media Audience

Dell's broad effort on Twitter achieves a wide purchaser base and works as a course for organization data,
unique arrangements and buyer information. It wasn't generally along these lines, be that as it may. Only a
couple short years’ prior, Dell was much the same as other primary adopter brands, endeavouring to rapidly
get required in the space while giving up a complete hierarchical structure.
Not fulfilled by introductory ROI comes about, the organization streamlined and redesigned its different
Twitter accounts. Dell clashed the natural, 'Wild West' approach for a painstakingly arranged, oversaw and
executed outline for achievement that works in congruity with the organization's objectives. Today, Dell has
over twelve Twitter accounts that cooperate to advantageously offer purchasers what they are searching for.
Accounts fall under levels (much like offices) that incorporate the educate, offer, connect with and bolster
classes to guarantee that no region of Dell's B2C connections are left unattended to. With very nearly
600,000 Facebook fans on the shopper site alone, Dell is effectively in the main 1% of innovation
organizations. Be that as it may, the Dell Social group isn't satisfied by fans alone; they need brand
advocates. The process starts with openly communicating gratitude toward their clients for purchasing Dell.
It then proceeds with recognizing industry influencers and supporting them.
“Throughout last year, we encountered a number of people that were influential,” Jason Duty tells
me, “we helped them out and sure enough they’d write or tweet about Dell in a positive way.”

Figure 4: Most influential in Dell’s communities provided by Twitalyzer)

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The benefits of building brand backing are that the organization has clients that are proposing Dell by means
of verbal (which is free and successful) and supporters that are known not their opportunity to help other
Dell clients (bolster cost lessening). Association's online networking needs vary enormously relying upon
size, piece of the pie, item and then some. Not all associations require numerous Twitter sustains, and
numerous little to fair size associations can function admirably with only maybe a couple. Decide the extent
of your business, staff and group of onlookers initially, then streamline social records so customers can
without much of a stretch access data, backing and discussion.

4. Social Media Marketing

Online networking permeates each part of our general public and is not just an advertising apparatus to use
every so often. To exploit the space, associations must listen and draw in with partners. Dell is on the ball on
this major idea, creating an online networking methodology that accomplishes more than cohabitate with its
general mission. It works consistently with different types of showcasing, promoting and backing in a way
that today's buyers are presently anticipating. For moderate size and expansive brands, it is no sufficiently
more to have low maintenance staff member or understudy address the developing requests of social clients.
For little organizations and new businesses, this can be an especially dubious component to ponder as online
networking strives for both time and cash. However, in a late McKinsey study, 69 percent of overviewed
organizations increased quantifiable results from online networking (Web 2.0 McKinsey Global Survey
Results). Grasping online networking and the numerous advantages it brings is quick turning into the
standard. By ignoring it, you will throw away a life saver that will soon be omnipresent and miss out on
ground breaking, inventive technique and quantifiable ROI.

Dell is a commendable figure in social business thanks in no little part to its Twitter activities. The
@DellOutlet Twitter account, which joins clients to revamped items from Dell's outlet, attracted an
astounding $6.5 million in income a year ago by direct connections on Twitter alone (and a little assistance
from its 1.6 million devotees). Essentially, the organization Facebook account offers the Dell Tag Team
application, a customized suggestion benefit that supplies item data, peer surveys, joins for acquiring things
and imparting buys to companions. Dell did not set out to offer items on the social web, yet it rotated when
it understood that purchasers needed access to exceptional arrangements from its social sustains. Not
listening to customers would have denied Dell the open door for an extra deals outlet and development in the
space. Using social sustains to connection to items, surveys or rebates all serve to fortify showcasing and
publicizing with the additional advantage of discussion, brand faithfulness and-yes-the likelihood of another
income source.

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5. Ethics, privacy and security

5.1 Ethics
Dell perceives that Social Media apparatuses, for example, sites, smaller scale sites, online gatherings,
content-sharing sites and other advanced channels set up for online collaboration and association are
progressively used to:

 Promote Dell to associates, clients, the media and other Dell partners; and/or
 Share individual suppositions and take part in online discourse as people.

The reason for this Policy is to build up measures and assumptions in regards to any Dell-related utilization
of Social Media.

5.2 Be Responsible
Ensure you're taking part in Social Media discussions the correct way. On the off chance that you aren't a
power on a subject, send somebody to the master instead of reacting yourself. Try not to talk in the interest
of Dell on the off chance that you aren't giving an official Dell reaction, and make sure your group of
onlookers knows the distinction. On the off chance that you see something being shared identified with Dell
on a Social Media stage that shouldn't happen, promptly illuminate the Social Media and Communities
group, your supervisor, Ethics and Compliance or some other fitting contact. Furthermore, never forget that
anything posted in online networking can turn into a web sensation, regardless of what your security settings
might be, so make sure you're just posting content you would fondle happy with appearing in your
manager's inbox, your collaborator's Twitter channel or the front page of a noteworthy news website.

5.3 Follow the Law, Follow the Code of Conduct

Online networking gives you a chance to impart fantastically quick and have your message become a web
sensation in seconds. This makes it hard to settle an off base message once you've shared it. The best thing
to do is twofold check all substance before you share it, both for exactness and to ensure it fits into Dell's
general Social Media procedure, our Code of Conduct and any limitations that may apply to your substance
in view of neighbourhood law, (for example, the FTC Endorsement Guidelines in the US) and the stage you
are utilizing, (for example, terms of administration for the site whereupon you are sharing). One of Dell's
centre qualities is winning with honesty, and that applies to Social Media also. Dell workers hold ourselves

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to high moral principles, as our Code of Conduct spells out, and that applies to Social Media simply like
everything else you do as a Dell representative.

6. Social Privacy and Security

6.1 Protect Information
Online networking urges you to impart data and associate with individuals. When you utilize Social Media,
you ought to attempt and fabricate connections, however you ought to likewise know that through your
association with Dell, you have entry to secret data that shouldn't be made open. In this way, you shouldn't
share our secret organization data or any of our clients' by and by identifiable data. Consistently, you take a
course on how you ought to secure protection and individual data. The same thing applies on Social Media,
since you erroneously post private data on a Social Media stage, it will be difficult to bring down that data
totally.

6.2 Be Transparent and Disclose

When you discuss Dell on Social Media, you ought to unveil that you work for Dell. Your companions may
know you work for Dell, yet their system of companions and partners may not and you would prefer not to
incidentally misdirect somebody. You ought to know and recollect the 10 enchantment words: "Hi, my name
is [NAME], and I work for Dell." Be certain to supplant [NAME] with your name since that looks odd.
Social coercion will be an increasing issue. Also, for Dell's condition there have been a couple of online
networking related occurrences where dangers were made. Typically, these sorts of episodes can bring about
critical brand harm if not contained appropriately. At times, they can pulverize. So how did Dell cancel the
risk above? Nothing. Luckily, the Dell people group rapidly and enthusiastically emerged to Dell's
resistance and controlled the attack. On occasion, the group is so energetic about safeguarding the
organization over unreliable issues, that Dell needs to ask that they withdraw a bit.

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Figure 5: Active Dell's Community

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7. Social Media Technologies

Dell utilizes assumption examination to differentiate issues with their image and items keeping in mind the
end goal to proactively settle client sustain issues. They screen purchaser patterns for potential R&D
advantages. Furthermore, they break down their industry's social stream to stay educated of contender effect
and exercises. All from an remarkably obvious online networking war room.

Figure 6: Radian6 Technology Used

Dell's emphasis on Social Business is expansive and multichannel. The following is a fast scorecard on
where Dell can be found. Dell appears to typify what Social Business intellectuals call the Social Enterprise.
Beginning with their CEO and CMO, the organization is executing on a system to prepare Dell
representatives on social methodology while working remotely to make brand advocates. The outcome will
be a capable stage of individuals that are socially empowered to advance and backing the Dell brand through
their own interpersonal organizations. For me, that is a differentiator couple of contenders will have the
capacity to overcome.

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Obviously, organizations like Microsoft, IBM, Google, Best Buy, Disney, SAP and Zappos are all honest to
goodness contenders for the world's driving social organizations (search for additional on this later),
however so far Dell appears to remain at or close to the highest priority on the rundown. So on the off
chance that they are not the world's most social organization, they are quite near the top.

Figure 7: Dell Social Scoreboard

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8. Conclusion
Regardless of who is doing the majority of the social research in an association, there is a example to be
gained from Dell's accomplishment here: workers are evangelists. Dell perspectives workers' online
networking support as a benefit as opposed to a risk and likewise doesn't confine colleagues from using cell
phones, applications or social networking. Rather, the brand grasps it. Dell looks for enthusiastic workers
who perceive that the social network is a discussion from which quantifiable results can be driven while
fulfilling clients. Putting the human component into its fluctuated social discussions, a generally stale record
turns into a living, breathing and esteem adding resource for the brand. Particularly, Dell puts their social
specialists' expert photographs and, sometimes, individual bolsters up front on the Dell accounts they
oversee. This brings a portion of the comfortable block and-mortar brain research into the simulated space
and highlights Dell's dedication to discussion with clients, as well as inside its own particular hierarchical
positions. It ought to be very much noticed that social preparing is essential to guaranteeing representatives
comprehend organization qualities, objectives and the social space.

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9. References
Bunz, M. (2009). Dell makes $6.5m from Twitter sales. the Guardian. Retrieved 14 May 2016,
from http://www.theguardian.com/media/pda/2009/dec/08/socialnetworking-digital-media

Dell & Social Media: A Social Success Story | Social Technology Review.
(2011).Socialtechnologyreview.com. Retrieved 14 May 2016, from
http://www.socialtechnologyreview.com/articles/dell-social-media-social-success-story

Dell & Social Media: A Social Success Story | Social Technology Review.
(2011).Socialtechnologyreview.com. Retrieved 14 May 2016, from
http://www.socialtechnologyreview.com/articles/dell-social-media-social-success-story

us, D. (2016). Company Information. Dell. Retrieved 14 May 2016, from

http://www.dell.com/learn/us/en/uscorp1/corp-comm/social-media-policy

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