Post on 20-Jan-2015
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Brennan Dell
eCRM & PersonalizationGlobal Online
SOCIAL MEDIA FOR BUSINESS
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OUR WORLD IS CHANGINGThe online population will double in 4-5 years from 1bn to 2bn
– Fast growing and emerging markets are leading the way– 120 MM people online in China…less than 10% of the population
Content is exploding– More content on YouTube in
2006 than on the web in 2000
MediaTransformation– Customer communication can start
from anywhere today– Single blog posts can have as much
power as major news stories– Citizens are now publishers and
content providers
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CHANGING HOW WE DEFINE and ENGAGE
Share Content & Collect Ideas
Join Conversations
Tell Our Story Resolve Dissatisfaction
Engage customers by sharing information that matters to them
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“These conversations are going to occur whether you like it or not. Do you want to be part of that or not? My argument is you absolutely do.
You can learn from them. You can improve your reaction time. And you can be a better company by listening and being involved in that conversation.”
Michael Dell,Business Week
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THE POTENTIAL OF SOCIAL MEDIA
From telling and selling EngagementOne-way messaging ConversationReliance on “others” Direct connections
Results Better products and services meeting customer needs Long-term, honest and authentic customer relationships Revenue (@DellOutlet leads to new system sales) A conduit to vocal fans and employees A network for early warnings
Affinity, loyalty and trust
The Age of the “Informed Consumer”*
*Source: Business week “Wholesale Changes in the Way we Shop”
69%Research Products online before going to a store to make a purchase
62%Have looked at least once at an online peer review before making a purchase
39%Compared a product’s feature and price across retail outlets online before buying
61%Want to be able to scan bar codes and access information on other stores’ prices
9%Used a cell phone to text-message a friend or relation about a product while shopping
4 of 5 peopleuse relationships and peers
while making a purchasing decision.
12/89/8
Major country view
Social Media & Communities
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9/15
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Ratings/Reviews
Forums
Blogs
Wikis
IdeaStorm
Only English version available
9/8
11/149/159/15
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11/14
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Twitter Facebook Flickr YouTube Orkut SlideShare
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Flickr
YouTube
Orkut
Slide Share
In social media conversations, Dell is mentioned 4-5000 times a day
Socializing @ Dell• Dell had support forums online since June 1997• In early 2006, we expanded our listening program• June 2006 we added blogs, then IdeaStorm, then
videos, podcasts, RSS, wikis, ratings and reviews, Twitter, YouTube, Facebook, Flickr, Slideshare...
Podcasts
RSS
Listen
StudioDell
Tweeting on Dell
Dell heard on Twitter that customers thought the apostrophe and return keys were too close together on the Dell Mini 9 laptop and fixed the problem on the Dell Mini 10. Now, the Dell Mini product development team is asking around on Twitter for new ideas for the next generation of the computer.
Dell now has 39 official business accounts across the globe plus over 40 employees.
DELL CONFIDENTIAL 11
A LOOK AHEAD…
STRATEGY IS ONE THING, BUT THERE’S NO SUBSTITUTE FOR ACTION
Web 2.0
• User Generated Content
• Social Media• Online video• RSS• Blogs• Interoperability• Crowd sourcing• Cloud computing
Web 3.0?
• Mobile Commerce• Personalization• Customization • Behavioral Targeting• Crowdsourcing and Friendsourcing • Predictive modeling• Collective CRM• RFID tags & UPCs• Augmented Reality• The Semantic Web• ??
eCRM & Personalization
• Move beyond basic utilization• Repeat visitors stay longer and buy more• Create engagement• Personalization builds relevance• Quality experience over quantity• Understand visitors vs. customers• Give the right message at the right time at the
right place to the right people
Customer Data
$ N
$$$ $$
$
$Utility
Interaction
RelevanceEngagement
Advocate
Relevancy Ecosystem
Customer Data
$ N
$$$ $$
$
$Utility
Interaction
RelevanceEngagement
Advocate
Relevancy Ecosystem – Ideal State
Drive
Read!• Know what’s going on!
– NYTimes.com, your local metro.com, FastCompany.com• Online
– Mediapost.com-OMMA– ReadWriteWeb.com– internetretailer.com– Clickz.com
• Books– Made to Stick Chip Heath– Good to Great Jim Collins– Nudge Richard Thaler– Freakonomics Stephen Levitt– Art of Client Service Robert Solomon– Now, Discover Your Strengths
Marcus Buckingham– Anything by Malcolm Gladwell,
Seth Godin, Thomas Friedman, Paul Krugman
– Ted.com
Write
• Hone your e-mail writing skills.
• Your e-mail self• Study others
‘Rithmatic
Numbers…• Be familiar with financial terms
• Understand analytics and it’s terminology • Analytics are your friend
odds & ends
• Understand Project Management principles• Don’t let technology scare you• SEO and SEM• Usability/Design and Information Architecture• Be knowledgeable of broad trends in the
business• Be a software and MS Office Wizard• Capitalize on what you know!
Manage your persona online
• Remember you live in “Wiki-ality”• Cultivate your network• Your professional is not your personal life • You are what you tweet
Go to the job• Get the most from your internship• Spend a day doing what you want
to do• Network! Get on LinkedIn and
build your network• Collect experiences
– Work for free– Work on campus– Get Involved with organizations– Get a holistic view where ever you
are
Patience
Don’t stop learning!
Add Value!
You are a Brand!
Grow
Thrive
Do what you love
Move forward with purpose
Innovate
Give Thanks
Create
Have grace
persevere
Coordinates
• brennandell@gmail.com• Twitter: @atxpm• LinkedIn: Send me an invitation and say where I met you. • Network with other K-Staters
Dell Onlinewww.Ideastorm.com www.dell.com/conversationswww.direct2dell.comDell on SlideShare: www.slideshare.net/Dell_Inc
Dell on Flickr: www.flickr.com/photos/dellphotos Dell on YouTube: www.youtube.com/dellvlog Dell & Twitter: Dell.com/Twitter