The response was tremendous: 200 employees with 37 focused sessions on topics like
- So You Want to Run a Twitter Contest
- Full-Time Listening: A New Model for Engagement
- Managing Product Leaks in Social Media
- KPI Revolution at Dell
The high ratio of sessions to participants showed how engaged the group was, and we've received a good deal of feedback from people who attended, telling us how much they learned.
Social media should be an integrated part of any campaign or initiative. It's no longer a separate push or an afterthought, but part of the planning of any program.
We should measure relationship success rather than individual success. Since social media is about building lasting relationships, we must find metrics that idenitfy that success and give credit for it.
Use social media to give Dell a human face. As our customers get to know us as real people, through our blog posts and conversations online, we can move away from formalities like stock photos on web sites (why not use real employees?) and blogs that are overproduced.
Our expertise and opinions -- our thought leadership -- are in demand by customers. In community spaces, customers respond well to our contributions. This kind of leadership needs to be integrated throughout our marketing and communication efforts.
We're on the leading edge. There was a consensus that Dell is walking the walk on SMaC, looking at social media as a lasting change in the way that companies and customers talk to each other.
Manish Mehta, Liz Bullock, Amaris Tennison, and Kerry Bridge were also instrumental in setting up the series of Unconferences.