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  • PR Now & Next Conference Sarah 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

    Involvement Mutual respect for two-way dialogue

    Openness Honesty and candor

    Relevance Of mutual interest and importance

    Listening Gain understanding and perspective

    Action Outcomes influence decisions

  • Dell - Internal Use - Confidential

    Future of Work Influencers NAME 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

    http://www.ucstrategies.com/detail.aspx?id=10623 https://www.forbes.com/sites/johnkoetsier/2017/01/19/9-ways-mobile-is-changing-93-influencers-and-experts-speak/4/#231fadd4241d http://www.cnbc.com/2017/03/14/the-25-best-employers-for-people-who-want-to-work-from-home.html https://www.usatoday.com/story/lightpost/2017/03/09/taxes-healthcare-and-more-what-trump-presidency-means-freelancers/98863068/

  • 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

    http://workforcetransformation.com/workforce-trends/arvr-in-the-workplace/ http://workforcetransformation.com/workforce-trends/arvr-in-the-workplace/

  • 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 2017 Las 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

    https://twitter.com/Dell/status/861992825780621313 https://twitter.com/Dell/status/861992825780621313 https://twitter.com/Dell/status/861993833936166912 https://twitter.com/Dell/status/861993833936166912 https://twitter.com/Dell/status/862026957713797122 https://twitter.com/Dell/status/862026957713797122 https://twitter.com/Dell/status/862079769059491841