Richard has been instrumental in the launch of Dell’s social media presence from inception in 2006 to today’s leadership position. Richard led many strategic efforts in the Dell social space over the last few years that included spearheading Dell’s global presence on Facebook, launching Dell as a brand on Google+, and leading efforts for a structured training program for all Dell team members to become certified social media and community professionals that are empowered to speak on behalf of Dell. The strategy behind these efforts were put in place to be complimentary tools to run the business because Dell believes that listening and connecting directly with their customers is paramount in delivering an exceptional customer experience.Over the past 7 years, Margetic has made great strides in positioning Dell as a social media thought leader. Google invited Dell to be among the first group of businesses with a presence on Google+ and Margetic made sure the launch happened seamlessly, adopting a single Dell presence on the platform and offering diverse content for Dell’s different customer communities. Margetic also led efforts to consolidate Dell’s global presence on Facebook. Margetic noticed flaws in Dell’s fan experience on Facebook across its Consumer and Alienware accounts. People were following country pages that were not pertinent to them and community managers were posting content that did not match their audience. With Margetic’s leadership, Dell worked with Facebook to identify a solution and was the first corporation to beta the new product, Global Pages. Now, instead of a Facebook manager publishing to multiple pages to make sure their messages are seen by fans from that country, they need only publish once. For fans, instead of trying to find the country page that is most relevant to them, they only see one result: facebook.com/dell. This URL auto-directs them to the appropriate country page. For campaigns, Dell no longer has to put country identifiers in a URL. Instead of www.facebook.com/DellPakistan or the like, any campaign in the world can use www.facebook.com/dell or, for Alienware, www.facebook.com/alienware. Margetic helped develop Dell’s Social Media and Community (SMaC) training program for employees to expand Dell’s internal network of skilled social media specialists beyond subject matter experts. Employees who plan to engage in social media on behalf of Dell are required to receive SMaC certification. Foundation courses such as key principles for proper engagement and strategic approaches to engaging in social media are offered throughout the year in person and online. The courses are highly interactive and involve real world role plays and active discussion. Since the development of the SMaC program, nearly 13,000 employees have taken at least one course and more than 7,000 employees have achieved SMaC certification. Margetic’s team will continue to deliver the social media insights that drive business decisions, run governance that protects Dell’s social media brand equity, innovate with new social media technologies, and keep the company abreast on the changes in platforms and functionality to ensure Dell stays at the forefront of social business.
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