PR Now & Next ConferenceSarah Luden

Dell

@SarahLuden@Dell

Dell - Internal Use - Confidential

Dell - Internal Use - Confidential

Who is Dell Technologies?

Dell - Internal Use - Confidential

Our Content Goals

• Create quality content that stands out from the crowd

• Tell interesting stories about the human impact of technology

• Accompanied by truly integrated amplification plans

– SMEs, marketing, communications, digital media

• Strengthen relationships with third party influencers who have an

interesting or shared POV

• Leverage these relationships to position Dell as a trusted advisor, brand of

choice in media coverage, online content, social and at events

Influencer Relations

Dell - Internal Use - Confidential

Principles of engagement

InvolvementMutual respect for two-way dialogue

OpennessHonesty and candor

Relevance Of mutual interest and importance

ListeningGain understanding and perspective

ActionOutcomes influence decisions

Dell - Internal Use - Confidential

Future of Work InfluencersNAME RELATION-

SHIP

RELATIONSHIP WITH DELL TWITTER

FOLLOWING

QUOTED/ MEDIA PRESENCE PHOTO

Eric Vanderburg, Director,

Information Systems &

Security, JURINNOV, LLC

• Developed a AR/mixed reality

byline; placing on Dell’s BI

native channel

@evanderburg

130K

Regularly publishes on LinkedIn; focused

within cybersecurity space

Bob Egan, Sepharim

Group

• Developed two-part HR/CIO

perspective byline series on HR

and IT collaboration

• Attended DEW in 15 and 16

@bobegan

12.4K

Focused on IoT, CIO, enterprise mobility;

speaker

Dan Newman, CEO,

Futurum & Broadsuite

Media Group

• Developed three-part VR series

for FRW.com & NewCoShift

• Colleague Olivier attended Dell

EMC World

• Seeding a Dell Precision,

Canvas & curved monitor

@dannewmanU

V

46.9K

Contributes to top tier outlets (Forbes);

keynote speaker; well-known in digital

transformation space

Jacob Morgan, Founder,

The Future Organization

• Secured Steve Price on

podcast (couldn’t coordinate

due to scheduling)

• Interested in having Dell

support new book

@jacobm

22K

Regularly contributes to top tier outlets

(Forbes, Inc.); well-known in future of work

conversation

Gary Mintchell,

Founder/CEO, The

Manufacturing Connection

• Works closely with IoT team

• $1k per blog post

@garymintchell

4,003

Relevant and respected in automation &

manufacturing topics

Stephane Kasriel,

CEO, Upwork

• No prior relationship w/ Dell

• Released Future Workforce

Study; included in NYT article

w/ Dell

@skasriel

8,317

Fairly frequently quoted in business & tech

outlets on future of work, gig economy,

workforce policy; active speaker on these

topics

Green = close relationship

Yellow = early stages of relationship

Blue = not yet engaged

Dell - Internal Use - Confidential

Influencers in the Press

“Being a social influencer places an increased

responsibility on being credible and being a

leader that people can look to for help and

guidance. Some also argue context is more

important than content. Bottom-line – the role

of the social media thought leader is to

provide actionable context for the right

content.” – Evan Kirstel in Unified

Communication Strategies

“Through the Internet of Things mobile will deliver

information to retailers and others that require our

information to process transactions, eliminating wait lines

and physical barriers to transactions,” says CEO and IoT

expert Tamara McCleary. “Ready to jump off into the

abyss? It doesn’t matter, we already have.” – Forbes

"More companies are publicly

discussing their remote and

flexible work programs as

strategic, long-term programs

directly tied to business

objectives and company values,”

said Sara Sutton Fell, CEO of

FlexJobs. - CNBC

“It’s (freelancing world) only going to continue

to grow unless the government screws it up,”

says Upwork CEO Stephane Kasriel, noting

that millennials and post-millennials are

freelancing more than any other age group.

“And that would be a terrible thing for the U.S.

economy.” USA Today

Dell - Internal Use - Confidential

Content Syndication

A content syndication program is an integrated campaign that extends each piece of

content’s reach, helping engage with the right audiences at the right time.

1. Pitch content as a contributed article or story to media: Team will make a recommendation based on

each piece to determine if it will appeal to media for earned placement

2. Publish the story on Medium (when appropriate): Reach more people, raise Dell’s profile,

elevate executives amongst their peers and key audiences

3. Post the content on Direct2Dell: Keep the Dell audience engaged and the blog populated with fresh

content

Dell - Internal Use - Confidential

Events & Experiences

Dell - Internal Use - Confidential

Event Strategy

Standardize strategy/approach

by event tier

Align on Tier 1 and Tier 2 industry

events for maximum impact

Spokesperson and story alignment

Use internal and external strategic events to advance thought leadership on innovation

External and internal stories hang together to educate team members, retailers, partners in addition to press, analysts, influencers

2 of 12

Dell - Internal Use - Confidential

Unique Experiences

Salon Events

• Exclusive event series bringing together a diverse group of top thought

leaders

• Quarterly dinners, breakfasts, cocktail hours

• Participants = business leaders, agencies, partners to create conversations

connected to the largest challenges and trends on select topic

• Intimate 10-20 person groups held in key markets across the U.S. – ie. New

York, Chicago, San Francisco, Los Angeles, Austin

• Hold at exclusive restaurants and/or interesting private homes

• Circular table style table or seating to encourage free flowing conversation

vs. a panel format

• Well known moderator to lightly kick-off and guide the discussion

Dell - Internal Use - Confidential

Surprise & Delight

• “Seed” influencers with Dell

products

– Product “toolkit” (spec sheet,

legal documentation, social

engagement tips)

• Purchase copies of influencer’s

book or report or e-book; send a

virtual shout-out or suggest your

executive do so

• Invite influencers for an exclusive

tour, preview of new product

Dell - Internal Use - ConfidentialDell - Internal Use - Confidential

Dell EMC World 2017Las Vegas, NV

• 12,000+ customers, partners, IT admins

• 300+ technology media, analysts and

influencers

• First big splash as newly combined company

Dell - Internal Use - Confidential

© Copyright 2016 EMC Corporation. All rights reserved.

DELL EMC WORLD OPPORTUNITIES

ON-SITE VIDEO/PODCAST

INTERVIEWS

1X1 MEDIA &

ANALYST

INTERVIEWS

(300+

attending)

CXO

NETWORKING

MEDIA

SUMMIT

PANEL

LECTURE

SESSION

PRESENTERS

QUOTES &

BANNERS

PRESS

RELEASE &

SOCIAL MEDIA

KEYNOTE &

LAUNCH

CUSTOMER

AWARDS

PROGRAM

Dell - Internal Use - Confidential

Dell EMC World

Dell - Internal Use - Confidential

Dell’s vision for the Future Smart Office and how

we can prepare and execute now

IoT Field Trip

A customer field trip to get influencers out of the office and experience IoT in action –

exemplifying the real-world impact of IoT

Showcase innovation and product value-add within our target markets:

1) Industrial 2) Manufacturing

Tour of different IoT sites

• Participants will be given Dell IoT branded hardhats

Press and analyst briefings

• Attending media will be given

the opportunity to interview both

Dell IoT executives & customers

Media and influencer dinner

• Host a dinner at a local restaurant

where customers, media and Dell IoT

execs can c deepen their

relationships

Content Creation

• Pre & post- event blog

• Event photography & video for

future promotional use

Social Engagement

• Participants will be encouraged

to share their experience in

real-time across social

platforms

Final Tips and KPIs

Dell - Internal Use - Confidential

Tools we Use

• EveryoneSocial – employee content suggestions and

scheduling

• Traackr – influencer monitoring and engagement tracking

• Sprinklr – social media content management

• Pixabay – stock photography (free)

• Canva – customizing social posts (free)

• Chatter – internal collaboration

• Wordpress – blog platforms

– Direct2Dell and Direct2DellEMC

Questions?