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The business of social media Transforming your company into a social business

Rishi DaveExecutive Director, Digital Marketing, Dell

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January 2008Dell aligns organization for success

August 2006Blog outreach expanded beyond tech Support

December 2006Ratings and reviews launched on Dell.com

July 2006Direct2Dell launchedToday Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese.

February 2006Michael Dell askedWhy don’t we reach out and help bloggers with tech support issues?

January 2007StudioDell launchedDell’s video and podcast site, with helpful tips and tricks. Eventually expanding this into the YouTube channel making sharing easier.

February 2007IdeaStorm launchedA voting based site allowing customers and others to submit ideas for Dell.

June 2007Dell joined Twitter

EmployeeStorm launchedInternal Blogs Launched for Employees.

October 2007Michael Dell quoted in Business WeekIn response to Jeff Jarvis question around whether companies want to be part of the online conversation: ”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.”

November 2007DellShares launchedThe first investor relations blog by a public company.

March 2008Accepted Solutions launched on Community Dell France begins Online Community Outreach

May 2008Dell Outlet achieved$0.5M in sales via Twitter

April 2008Inside IT launchedBlog focused on business customers, and Cloud Computing.

June 2008Channel blog launched

January 2009Dell Organizes into four customer focused business units

Spring 2009Members of Community and Conversations deployed within each of the new Dell Business units

June 2009$2M+ Salesvia Twitter

2009Dell TechCenter

June 2009Global Twitter revenues of $6.5 M

December 2009Huffington Post Blog

March 2010Dell joins Sina Weibo in China

2006 2007 2008 2009 2010 2011

Altimeter recognized

Dell with “Open Leadership Award for Innovation and

Execution”

Social Media & Community University (SMaC U) launched5,000 teammembers trained byend of year

B2B pages on Facebook

Dell named the No. 1 most social brand

6 Awards for the Social Media Listening Command Center

June 2010CAP Days launched In-person events for vocal online customers

December 2010

Social Media Listening Command

Center launched

Over six years of social media experience

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Recognized leader in social

“For all the hate I throw at Dell, at least their Dell twitter feed has a level of engagement and serves a purpose — brings customers to Dell website.”

Why Dell is Still a Great case study: “Dell is an awesome case study of how to be a social business. And they’ll continue to be because they’re constantly thinking about it, innovating around it and showing us how it should be done. So the next time you hear someone bring up Dell as a case study at a social media conference. Don’t roll your eyes. Pay attention. Chances are you’re not yet doing what they are. So you’ve probably got something to learn.”

Dell Earnings Don’t Tell Big Transformation Story I was leaving this wall caught my eye. If you ever contacted Dell on Twitter, Facebook, or other social media, chances are you spoke to some one at Dell Cares. This wall is plastered with index cards that Dell employees such as "listen, engage, and delight our customers”, “connect with people from around the world" and "turn back the clock town hall style”. I dunno, it just spoke to me.

What Dell can teach your company about social media ROI

Top Tweeters: Social Media Champs @Dell @dellcares @direct2dell (and many more)

Are You Talking To Me? Yes, thanks to social media. And the best companies are listening: “Over the past year, computer maker Dell Inc. has been promoting a program to eventually unleash a wide swath of employees to participate officially in social media. Every function in Dell—it doesn't matter if you are in product, sales or customer service—can benefit from these social tools.

Dell Social Business Strategy –The Secret Sauce: “Dell is deeply social and its objectives are to create shared value. 6,000 trained social media staffers is a great place to start.

5 Reasons Why Dell Is The Worlds Most Social Company

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Participants shifted• Average social network user is

31• Fastest growing Facebook

demographic is women over 55

• Average social gamer is 43 year-old women

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Authority shifted

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The screen shifted2007 - 87% of mobile customers are not online

2011 - 80% of mobile customers are online

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Content river

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Brand touchpoints now generated by customers66%

Bloggers posting opinions about products 34%

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Google25% of search results for the worlds largest brands link to user generated content

Social streams

Discover what you did not realize you needed to know.

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Listening

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Command Center

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Internal training

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Employees are your company’s rock stars

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Customer voices frustration…

…Dell listens, engages, and resolves issues

Delighting the customer whose following re-tweets to 150k+ users

Model supplies Sales, 60,000+Twitter followersThe customer tweeted in regards to an LCD issue w/her PC on 4/18 to her friends

@DellCares identified the customer was in need of assistance and responded on 4/19

The issue was resolved on 4/29

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Michael Dell steps in…

@ModelSupplies Thanks for contacting @dellcares and for positive feedback too. Thrilled to hear you are a happy Dell customer! 6:14 PM May 25th via web

Model Supplies raves

You're very welcome! @MichaelDell Thank you for the fantastic service - and for the reminder of things still to do! x0x 7:43 PM May 25th via web

Customer voices frustration…

…Dell listens, engages, and resolves issues

Delighting the customer whose following re-tweets to 150k+ users

Executive Engagement

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Dell TechCenter

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Listening shifted

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Internal social media

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• Experiment• Product• Application• Build out• Connecting and scaling

Evolution always happens in phases

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Conversion and margin lift• 62 Countries• 14 Languages• Over 140,000 Reviews

Submitted• 14,461 Different Products

Reviewed• 75% of All Ratings 4 or 5

Stars

• 62 Countries• 14 Languages• Over 140,000 Reviews

Submitted• 14,461 Different Products

Reviewed• 75% of All Ratings 4 or 5 Stars

conversion & margin lift revenue/visitor is 3X higher in Japan; 134% higher in US

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Awareness

CLV (loyalty)

Support

Dell.com

Our communitie

s

Externalcommunitie

s

Demand/Lead genand sales

Research and

Consideration

Social media delivers business value across the entire customer lifecycle

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Be proactiveJump into the river with a great content strategy

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What is changing

campaign

interestyear

campaigncampaign

social media base

campaignplatform/service

year

interest

Current model

New model

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“In the age of conversational media, brands must become publishers…

John Battelle, Federated Media.

...Publishing means connecting a community through the art and science of communication.

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Marketing efficiencies (Amex Open Forum)Earned traffic generated through OPEN Forum sharing saves marketing dollars

85% of Traffic comes through non-paid sources

Social referral trafficReaders share with their own social graphs, bringing back more visitors.

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Nike“Just try to recall the last couple of Nike commercials you saw on television.

Don't be surprised when you can't. 

Nike's spending on TV and print advertising in the U.S. has dropped by 40% in just three years, even as its total marketing budget has steadily climbed upward to hit a record $2.4 billion last year”.

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Not just a campaign, but in harmony across the fabric of a companyProduct Group - QualityMarketing - DemandServices Solutions - CredibilityOnline - ConversionSales – Cycle TimeCustomer Service - ResolutionComms PR & HR - Reputation

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Recent college graduate

WHAT THEY HEAR

InnovationSocial Media

New Business Models

Customer Focus

Technology

Employee-driven culture

Flexibility

Empowered

CompetitivenessLeadership

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Cube in an Office

Set Working Hours

A Desktop Computer

A locked-down operating system that was released when they were 12-years-old

Limited Internet & social media site access

Restrictions on use of employee-owned technology

Recent college graduate

WHAT THEY SEE

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Dell Social Media Services

Experience to transform and lead

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Lorem ipsum dolor sit amet, consectetur adipiscing elit.

How do I build a training

program?

How do I start in social?

What tools do I

use?

How do I scale a social media

solution?

How do I build my own social command

center?

How do I get my exec team to adopt

social?

I want to understand what is being said about my brand

Customers are asking for Dell’s Advice

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• Benefit from Dell’s experience building their own listening command center

• Discuss best practices for staffing, running and integrating the command center into your business

• Optimize the tactical elements of social media strategy

• Understand the effectiveness of your current strategy and initiatives

• Establish a strategic plan in alignment with business goals, culture and ROI

• Get daily, weekly, monthly reports that capture social media conversations and provide insights

• Gain a deeper understanding of your customers, competitors and industry market needs

• Learn best practices from Dell case studies and scenario role playing

• Get social media strategies for specific corporate and industry needs

• Find out how you can use social media effectivelyFuture social media service offers

Mobile Command Center Community and Idea management Customer support trainingLead Mining

Social media servicesExperience to transform and lead

… enable customers to:

Listening command center build-outs

Listening and insights serviceAdvisory serviceBest practices seminars

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Trusted practitioner

Customized approach

Integrated business group

End-to-end solutions

Key messages and differentiators• Social media pioneer

and practitioner for six years

• Offers built on the learning of our capabilities internally

• Offers piloted with customers from various segments

• Offers have foundational relevance for all industries, which can be tailored to various verticals and segments

• Vertical SMEs are available

• Partnership between marketing and services

• Combines Dell’s social media intellectual capital, capabilities and strategies with services’ capability to scale and deliver offers

• Able to support from new to mature customers in the social business space

• Offering both technological understanding and solutions skills

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What Dell did for Kraft Foods

Challenge

BenefitsBoth Dell and Kraft exchanged ideas during the seminar and obtained valuable learning. Kraft was able to see first-hand how Dell leverages and is organized around listening and how they act with this data.

Approach

As a company with experience and strong knowledge in social media, Kraft was interested in learning from Dell how to push the social programs they had to the next level, as well as to understand how to spread listening across the organization and the value/role that a Listening Command Center can play in that evolution.

Dell spent quite a bit of time researching the Kraft brands to analyze conversational content found within social media. That insight was incorporated into two seminars, which involved discussion-based learning, as well as role-playing scenarios. The result was a customized, interactive and engaging day for the customer.

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Kraft Foods

During a full-day session, Kraft participated in the Roles of Social Media Listening and Use of Its Data and Experience a Day in the Command Center seminars

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Challenge

Benefits

Approach

The American Red Cross has been a leader in the social media space for some time, but looked to Dell for help with how to scale their social media operations during major disasters. They were in need of assistance scaling to the efforts required of an organization with such worldwide exposure and direct effect on human life.

Dell was brought in to construct the project—and they modeled it on their own Social Media Listening Command Center, which is used to track brand sentiment and chatter. They consulted not only on the space configuration and build, but they also helped the American Red Cross establish processes for the successful training and operation of their command center.

• Improved sourcing of data and identification of trends in disaster-affected areas

• Significantly improved ability to anticipate and respond to the public’s needs

• Ability to more quickly connect people with the resources they need during a disaster, such as food, water, shelter or even emotional support

This is the first social media command center devoted to humanitarian relief and demonstrates the power social media can lend during emergency and crisis situations.

The American Red Cross

What Dell did for the American Red Cross

The DigiDoc Command Center enabled the American Red Cross to “listen” to more than 542,947 social conversations during Hurricane Sandy.

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