I recently took a tour of Dell’s state-of-the-art Social Listening Center. You’ll see the various tools, filters and tracking that Dell does to stay on top of discussions about their brand and provide superior customer service. They have been leading this field on the corporate side for several years and it’s impressive how comprehensive and granular their social listening is.
Equally exciting is the American Red Cross Operations Center that the Dell system above inspired. Dell and the American Red Corss have hhas a long term relationship and he we see a powerful example of partnership and role modeling that has created this state of the art tool in Disaster response; the Digital Operations Center (nickname: Digi-DOC).
Powered by technology and a generous donation from Dell Computers, the center can track social media traffic by providing a “snapshot of cyberspace”. This allows Red Cross to see not only trending or emerging issues, but also use this information to better inform its response to disasters. The Red Cross is also using the center to engage citizens as Digital Volunteers, and distribute Red Cross information during times of need.
So together Dell and the Red Cross are using social listening to serve customers better and save lives. This demonstrates not only the importance of social listening to both for profit and non profit companies but also its capacity to change lives.
I was so thrilled when Robert Tercek kindly agreed to speak at the We First seminar.
His talk was inspiring, confronting, educational, and rousing in equal measure. Everyone loved it and got so much out of it. For those that missed the We First Social Branding Seminar, Robert has kindly let us share it here. Enjoy.
You can follow Robert on twitter @Superplex, read his blog here, and watch his great show ‘This Week in Social Media’ here. Obviously he’s also an amazing speaker and you’ll find his contact details on his blog.
If you’re interested in the next We First Social Branding seminar and want to receive the information first, click here.
I am a huge champion of brands supporting non-profits because both parties benefit so handsomely. For brands, the goodwill, loyalty and profit this inspires is invaluable in a marketplace where companies must prove themselves to be more meaningful to their customers’ lives. Meanwhile non-profits get the support they so richly deserve and critical exposure as well.
A great example of this dynamic is underway. In fact, this is the final week to enter. It’s Toyota’s 100 Cars for Good, a national philanthropy program in which Toyota is giving 100 Cars to 100 nonprofits over the course of 100 days.
Toyota is investing in such an initiative because they understand the difference a new car or truck can make for organizations that are doing so much for the community. They also understand that their customers expect them to play a greater role in building a better future for all of us. And by crowdsourcing the winners through Facebook, they ensure that everyone plays a part in making that contribution.
Toyota also provides the non-profits with valuable social media support. As Molly Reeser, Executive Director of Detroit’s Camp Casey, one of the 2011 100 Cars recipients, noted:
“In addition to a new truck, Toyota gave us the training and resources we needed to get more sophisticated about social media marketing for the long-term. This has had a real impact, with our ‘likes’ on Facebook jumping five-fold in very short order.”
It’s impossible to understate the importance of supporting such an initiative. Not only is it invaluable to the non-profits and their work, but when successful such campaigns inspire as permission slips for other brands to do follow their lead. The Toyota 100 Cars for Good is a great example. Last year’s community support has ensured the campaign continues for a second year. And when you consider that Toyota has contributed over half a billion to non-profits across the U.S. over the last 20 years, you can see what a difference the private sector can make to social change.
In the social business world, industry or category leadership is not limited to what product or service you make. A brand’s commitment to causes higher than its own profit is what resonates loudest with consumers. This campaign is a powerful demonstration of such a commitment and deserves our support.
So if you’re a supporter of a non-profit, or run a non-profit yourself, make sure you enter NOW as you can and you can only enter up till March 28th! Then be sure you vote to help your non-profit get a car to support their great work. The video at the top of the post explains all you need, By doing so, you’ll not only help the non-profit you love and encourage more contribution from Toyota, but you’ll feel great about yourself as well.
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