Social Media Fostering Customer Loyalty through Social engagement Beyond CRM– Dubai – 11/20/13 Stephen Jio - Dell

“Our business is about technology, yes. But it's also about operations and Customer Relationships.”

Michael Dell

@stephenjatdell ∞ 11/20/13 ● Dubai

Social Media: Provides more than one road for your Customer to engage with you.

@stephenjatdell ∞ 11/20/13 ● Dubai

Our Social Journey

2013

@stephenjatdell ∞ 11/20/13 ● Dubai

5

“One of the greatest challenges companies face in adjusting to the impact of social media, is knowing where to start.”

Simon Mainwaring

@stephenjatdell ∞ 11/20/13 ● Dubai

Create a complete strategy that aligns with your Brand.

• Define objectives, audience, strategy, and policy

• Train Staff for self- empowerment

• Listen to the Community

• Engage and Act consistent with your brand

• Opportunity - Social activities

BUILD

EXECUTE

Social Media: Build & Execute

@stephenjatdell ∞ 11/20/13 ● Dubai

Policy

• Create a policy for Social Media that includes: – Transparency – Accountability – Procedures and Training – Protection of Confidential Information – Reporting and Investigation – Discipline – And above all honesty

• Also need to ensure that you have a governance process to support the policy

Social Media Policy

HR (aligned) Brand (values)

PR (input) SMT (sponsor)

@stephenjatdell ∞ 11/20/13 ● Dubai

Transparency

3 types of profiles: • As the business @dell • As an employee @stephenjatdell • As an personal individual #Iworkfordell

@stephenjatdell ∞ 11/20/13 ● Dubai

“Social media is your opportunity to reach a massive number of people with transparency, honesty, and integrity.”

Brian E. Boyd Sr

• Training is essential • Clearly sets out the principles of

listening and engaging • Puts processes in place to execute

• Principles • Policy • Governance

• Allows for ALL employees to participate • Minimises risk and exposure for a

company • Also for agencies and contract workers

Training

http://www.dell.com/socialmedia

@stephenjatdell ∞ 11/20/13 ● Dubai

Social Media Strategy – Sponsorship

• Buy- in from Executives is critical

Courtesy of http://goodsocialcents.com/2010/09/dilbert-infographics-social-media/

@stephenjatdell ∞ 11/20/13 ● Dubai

Hosted

Communities

External Community

External Community

External Community

Extranets

Internal Networks

Internal

External

Employees

Topical Experts

Customers

Direct2Dell

Sales

External Community

Support

Social Ownership: A complex model

Communications

@stephenjatdell ∞ 11/20/13 ● Dubai

Social Media: process ownership

Strategy Business units

Governance Social Media

1 Training Social Media

Tactical Business / Comms

2 3

@stephenjatdell ∞ 11/20/13 ● Dubai

13 Confidential 11/16/2013

Listen, Engage, Opportunity

@stephenjatdell ∞ 11/20/13 ● Dubai

14 Confidential 11/16/2013 @stephenjatdell ∞ 11/20/13 ● Dubai

Listening: Why we do it

"Engaging in honest, direct conversations with customers and stakeholders is a part of who we are, who we've always been."

- Michael Dell

@stephenjatdell ∞ 11/20/13 ● Dubai

• Utilise a tool that covers the entire Social landscape

• Set intelligent listening criteria

• Make it available on multiple platforms and provide alerts

Listening tools: It’s all in the setup!

@stephenjatdell ∞ 11/20/13 ● Dubai

17 Confidential 11/16/2013

"We used Twitter as a way to thank volunteers and people who donated to our cause. Anytime we can engage with people who touch us, we do.”

Rev. Jeff Putthoff, Executive Director, Hopeworks ‘N Camden

@stephenjatdell ∞ 11/20/13 ● Dubai

• Allows for ‘indirect’ access to

Social properties • Publishing tool provides

integration with analytical tool • Centrally monitored • Multi- platform • Used for campaign planning • Built- in workflow

Social Publishing: Management/Control

@stephenjatdell ∞ 11/20/13 ● Dubai

19 Confidential 11/16/2013 @stephenjatdell ∞ 11/20/13 ● Dubai

• Engagement doesn’t mean responding to everything!

• Do not use to neutralise or argue a dissenting opinion

• Look for landmines • Think before you post, the delete

button doesn’t work

…and don’t Tweet when you’re in a bad mood

Engage: Food for thought

@stephenjatdell ∞ 11/20/13 ● Dubai

@stephenjatdell ∞ 11/20/13 ● Dubai

“…equally important to use social media internally to facilitate communication between departments, overcome geography, and ultimately to maximize productivity..”

– Steve Nicholls, author

Employee Social Media

Internal Social Media - Chatter

• Accessible for all 100,000+ staff

• Over 2,000 subject matter groups

• Project management with work flow

• Share files and lock view only

• Multi- platform (tablet, smartphone)

@stephenjatdell ∞ 11/20/13 ● Dubai

Opportunities for Social engagement

awareness

association

advocacy

consideration

influence conversion

support

participation

loyalty

@stephenjatdell ∞ 11/20/13 ● Dubai

Awareness – Brand envy

awareness

association

advocacy

consideration

influence

conversion

support

participation

loyalty

• Creating Brand awareness • Building strong Brand passion

@stephenjatdell ∞ 11/20/13 ● Dubai

Association

awareness

association

advocacy

consideration

influence

conversion

support

participation

loyalty

@stephenjatdell ∞ 11/20/13 ● Dubai

“Social media isn’t the end-all-be-all, but it offers marketers unparalleled opportunity to participate in relevant ways.”

Matt Dickman

Advocacy – Customer Advisory Panel

awareness

association

advocacy

consideration

influence

conversion

support

participation

loyalty

• Reach out to influential Social engagers • Identifying key Influencers in Social Media to

partner with • Help with understanding the brand view in the

community and help improve • They become brand voices of the community

@stephenjatdell ∞ 11/20/13 ● Dubai

Consideration – Viral content

awareness

association

advocacy

consideration

influence

conversion

support

participation

loyalty

• YouTube began 2006 • Over 39 million views • 32 channels • 86,000 subscribers

@stephenjatdell ∞ 11/20/13 ● Dubai

Influence – Voice of the Customer

awareness

association

advocacy

consideration

influence

conversion

support

participation

loyalty

@stephenjatdell ∞ 11/20/13 ● Dubai

Conversion – Social offers

awareness

association

advocacy

consideration

influence

conversion

support

participation

loyalty

@stephenjatdell ∞ 11/20/13 ● Dubai

Support – @DellCares

awareness

association

advocacy

consideration

influence

conversion

support

participation

loyalty

• Regional teams provide localised service • Over 3,000+ engagements a week • 11 languages • 98% resolution rate • Positive impact to customer satisfaction:

• 45% conversion rate

@stephenjatdell ∞ 11/20/13 ● Dubai

Participation - Crowdsourcing

awareness

association

advocacy

consideration

influence

conversion

support

participation

loyalty

• Introduced in 2007 • Over 18,000 ideas submitted • Over ¾ of a million votes • 97,000 comments • +520 ideas implemented

@stephenjatdell ∞ 11/20/13 ● Dubai

Loyalty - Influential testimonials

awareness

association

advocacy

consideration

influence

conversion

support

participation

loyalty

@stephenjatdell ∞ 11/20/13 ● Dubai

Customer

awareness

association

advocacy

consideration

influence conversion

support

participation

loyalty

Social Engagement builds Customer relationships

@stephenjatdell ∞ 11/20/13 ● Dubai

Thank you @stephenjatdell

ALIENWARE AURORA

@stephenjatdell ∞ 11/20/13 ● Dubai