The Power of Social Media: An Opportunity to Build Better Businesses


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Allison Dew, Executive Director, Social Media, Analytics, Community & Customer Research
Endeavor Entrepreneur Summit, San Francisco, June 2011

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  • August 2006Blog Outreach Expands Beyond Tech SupportEngagement with anyone who commented about the company. Business model and other issues considered.August 2006Blog Outreach Expands Beyond Tech SupportEngagement with anyone who commented about the company. Business model and other issues considered.June 2007Dell joins TwitterWhy don’t we reach out and help bloggers with tech support issues?February 2008Twitter ExpandedStart experimenting with Twitter for business– another venue to help customers, but also thanking Dell customers. Outreach leads to some Twitters asking for help on purchases.May 2008Dell Outlet Achieves $0.5M in Sales via TwitterCommunity team active on TwitterJune 2009 $2M+ Sales via TwitterDell outlet on Twitter surpasses $2 million in sales with another $1 million dollars in sales at 2009Dell TechCenterA Collaborative Community for Datacenter pros grows by 400%December 2009Huffington Post BlogDell’s VP of Social Media and Community, Manish Mehta, begins blogging at Huffington PostJune 2009Global Twitter Revenues of $6.5 M Community across the social web =3.5 million direct customer connections
  • The Power of Social Media: An Opportunity to Build Better Businesses

    1. 1. The Power of Social Media: An Opportunity to Build Better Businesses<br />Allison Dew, Executive Director, Social Media, Analytics, Community & Customer Research<br />Endeavor Entrepreneur Summit, San Francisco, June 2011<br />
    2. 2. 2<br />Source: Shanghai Web designers via Neville Hobson<br />
    3. 3. Global Conversations<br />Listen. Engage. Act<br />
    4. 4. A shift in who speaks for your brand<br />4<br />66%<br />OF BRAND TOUCHPOINTS ARE NOW GENERATED BY CUSTOMERS<br />34%<br />OF BLOGGERS POST OPINIONS ABOUT PRODUCTS<br />
    5. 5. 5<br />Conversations are conversationsnot Business segments<br />Love your product/service<br />Need help using it<br />Helping someone else<br />with your product<br />Share an idea with you<br />Where to find you<br />Share with others how & why <br />you have great products/services <br />Graphic thanks to @Gapingvoid<br />
    6. 6. Surprising Sometimes! Where your fans and are and the sharing is both B2B & B2C<br />Special Thanks to<br /> BlaM4C and Marshalus<br />& more than 4000 customers before Dell was on Flickr <br />
    7. 7. Five years of experiments and experience<br />February 2006Michael Dell Asks<br />Why don’t we reach out and help bloggers with tech support issues?<br />December 2006Ratings and reviews on<br />October 2007Michael Dell quote in Business Week<br />Jeff Jarvis story quote, “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.”<br />May 2008Dell Outlet achieves $0.5M in sales via TwitterCommunity team active on TwitterSmall Business blog launched<br />June 2009Global Twitter revenues of $6.5 M<br />April 2011 Dell named #1 most social brands in ranking of 100 top <br />March 2010 <br />Launch @DellCares; today 24/7 11 languages<br />August 2006Blog outreach expands beyond tech support<br />March 2008Accepted Solutions launched on Community Dell France begins Online Community Outreach<br />February 2007IdeaStorm Launched<br />A voting based site allowing customers and others to submit ideas for Dell.<br />China Micro-Blogging<br />January 2009Dell Organizes in to4 customer focused business units<br />June 2009$2M+ Salesvia Twitter<br /> Dec 2010 launched<br />Social Media Listening<br /> Command Center <br />2006<br />2007<br />2008<br />2009<br />2010<br />2011<br />October 20101<br />Altimeter recognizes Dell with “Open Leadership Award for Innovation and Execution on Listening<br />July 2006Direct2Dell launchedToday Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese. <br />2009Dell TechCenter<br />June 2007Dell joins Twitter<br />Dell launchesEmployeeStormInternal Blogs Launched for Employees.<br />April 2008Inside IT launchedBlog focused on business customers, and Cloud Computing.<br />January 2008Dell aligns organization for success<br />Spring 2009Some Members of Community and Conversations deployed within each of the new Dell Business units<br />December 2009Huffington Post Blog<br />Dell Social Media and Community University launched/5,000 teammembers trained byend of year(Aug.)<br />August 2006Blog outreach expands beyond tech Support<br />January 2007StudioDell launched<br />Dell’s video and podcast site, with helpful tips and tricks. Eventually expanding this into the YouTube channel making sharing easier.<br />February 2008Twitter expanded<br />7<br />June 2010<br />Dell launches B2B pagesFacebook<br />November 2007DellShares launched<br />The first investor relations blog by a public company.<br />June 2008Channel blog launched<br />Confidential<br />
    8. 8. Recognizing & Aligning a Powerful Ecosystem<br /><br />Our Communities<br />External Communities<br />Team Members<br />Confidential<br />8<br />
    9. 9. 9<br />Confidential<br />3/21/2011<br />Listening to Be A Better Business, Across the Business<br />From 4,000 posts/day to 26,000 posts/day<br />
    10. 10. Customers in need are critical opportunitiesSocial Media gives them voice & you opportunities<br />
    11. 11. User generated Marketing<br />
    12. 12. New opportunities Further our Direct connections with customers<br />12<br />Quality Interaction: No tricks or gimmicks<br />Relationship Marketing:<br />Link Online:<br />Behavioral Targeting and Deal Posting<br />
    13. 13. Listening Impacts Virtually Every Business Function<br />Product Development<br /><ul><li>Feedback Loop
    14. 14. Early Warning
    15. 15. New Product Ideation</li></ul>Marketing<br /><ul><li>Demand Forecast
    16. 16. Lead Generation
    17. 17. Message Reach</li></ul>Online Presence<br /><ul><li>Ratings & Reviews
    18. 18. Communities
    19. 19. Customer Stories</li></ul>Sales<br /><ul><li>Collaboration
    20. 20. Thought Leadership
    21. 21. Blogs</li></ul>Customer Service<br /><ul><li>Listening
    22. 22. Support Widgets
    23. 23. Outreach</li></ul>Communication<br /><ul><li>Rich Media
    24. 24. Brand Reputation
    25. 25. Influence
    26. 26. Reputation</li></li></ul><li>Listen, Engage, Act. It’s at the heart of all strategies…But How to Scale?<br />Think of it as a tool, <br />not a channel<br />
    27. 27. Yes Virginia, there is ROIBusiness Value: It is measurable in many forms, there is not 1 number …<br />Healthy at each point<br />Constantly listening, learning, engaging & acting<br />Building a better business<br />
    28. 28. Simple Takeaways<br />Starts with listening….<br />…deploy across the business<br />Empower/train your employees: They are your best spokespeople and can address specifics within their area of responsibility<br />It is a journey…<br /> … you need to keep innovating<br />Confidential<br />16<br />
    29. 29. Thank You<br />