Reputation & Brand In An Instantly Connected World

1. Reputation and Brand In an Instantly
Connected World
Richard Binhammer, Social Media and Community
Amplify Festival, Sydney, Australia, June 6-10, 2011

2. Traditionally, Busines
s and Technology:
aimed to deliver
efficient organization
of work through
specialization of
labor
1776, Adam Smith, Wealth of Nations
2 Global Marketing

3. Dell’s Direct & Online Heritage: Critical Enabler
Leader in online
First company to frictionless
First to sell complex
hit $1M a day in commerce from
configurable items
online revenue order to delivery
One of the first One of the first
companies to Early adopter of
to launch online social media
discussion forums launch online
support

4. Before the Social Web: Our Online Perspective
Dell.com Our
Communities
4
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5. Internet:
Unlike other
technologies, the Web
was unpredictable;
opened more
opportunities to
change perspectives
anywhere it reached
5 Global Marketing

6. Interactive Web:
First time in history,
technology at home has
evolved faster than for
business becoming so
pervasive that business is
catching up to consumer
expectations about
connectivity, ease of use
and how to use
Source: Mary Meeker, 2010 Internet Trends Global Marketing

7. June 2005 – August 2006: Several Online Issues = Offline
too
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8. Five years of experiments and experience
December 2006 October 2007 May 2008 June 2009
February 2006 Dell named #1 most
Ratings and Michael Dell quote in Business Week Dell Outlet achieves Global Twitter social brand in
Michael Dell Asks reviews on Jeff Jarvis story quote, “These conversations are $0.5M in sales via Twitter revenues of $6.5 M ranking of 100 top
Why don’t we reach out and help going to occur whether you like it or not. Do you
bloggers with tech support issues?
Dell.com want to be part of that or not? My argument is you
Community team active on Twitter brands
absolutely do. You can learn from them. You can Small Business
improve your reaction time. And you can be a blog launched
August 2006 better company by listening and being involved in
Blog outreach that conversation.”
expands beyond February 2007 March 2008 March 2010
tech support Accepted Solutions China Micro-
IdeaStorm Launched January 2009 June 2009
launched on Community Blogging
A voting based site allowing Dell Organizes in to $2M+ Sales
customers and others to submit Dell France begins Online 4 customer focused
ideas for Dell. Community Outreach via Twitter Social Media Listening
business units
Command Center
2006 2007 2008 2009 2010 2011
Dell Social Media and
Community University
July 2006 launched/5,000 team
Direct2Dell launched June 2007 April 2008 2009 members trained by
end of year
Today Direct2Dell exists in Dell joins Twitter Inside IT launched Dell TechCenter
English, Spanish, Norwegian, January (Aug.)
Blog focused on business
Japanese and Chinese.
Dell launches 2008 customers, and Cloud
Dell aligns Computing. Altimeter recognizes Dell with
EmployeeStorm Spring 2009 December 2009 “Open Leadership Award for
Internal Blogs organization
Launched for for success
Some Members of Huffington Post BlogInnovation and Execution”
Community and (Oct.)
Employees.
Conversations Dell
April 2006 January 2007 deployed within each launches
Tech support StudioDell launched of the new Dell B2B pages
Facebook
outreach to blogs Dell’s video and podcast
February 2008 Business units
(Jun.)
site, with helpful tips and
tricks. Eventually expanding November 2007 Twitter expanded
this into the YouTube channel DellShares launched
making sharing easier. The first investor relations blog by
June 2008
a public company. Channel blog
8 launched Global Marketing

9. Starting Down a
New Road, in a
Vehicle, yet to
be proven
Even today, the
Infrastructure is
evolving
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10. Recognizing & Aligning a Powerful Ecosystem
Dell.com
External Communities Our Communities
Team Members
10 Confidential
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11. Listening to Be A Better
Business, Across the Business
11 Confidential From 4,000 posts/day to 26,000 posts/day
3/21/2011 Global Marketing

12. Two-way dialogue: Innovation and Suggestions
2007
IdeaStorm changes the conversation.
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13. Dell.com becomes
social
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14. This is a global development:
Sina integration with Dell.com
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15. New opportunities
Further our Direct
connections with Quality Interaction: No tricks or gimmicks
customers
Relationship Marketing:
Link Online:
Behavioral Targeting and Deal Posting
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16. User generated
Marketing
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17. Fans: B2C or B2B
Its all about
Business and People
Special
Thanks to
BlaM4C &
Marshalus & more
than 4000 customers Global Marketing

18. Customers in
need are critical
opportunities
Social Media gives
them voice & you
opportunities
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19. @DellCares Across the Web Generates Positive Connections
The Customer: Model Supplies Sales, Followers: 60,000+
Issue/Resolution: The 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. MSD tweets her a thank you on 5/25, which she responds to immediately.
… Dell … delighting the Customer
Customer voices Listens, Engages whose following retweets
to 150k+ users
frustration… and Resolves
issue…
Michael Dell jumps in… Model Supplies raves
@ModelSupplies Thanks for contacting You're very welcome! @MichaelDell Thank you
@dellcares and for positive feedback too. for the fantastic service - and for the reminder of
Thrilled to hear you are a happy Dell customer! things still to do! x0x 7:43 PM May 25th via web
6:14 Confidential 25th via web
19
PM May
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20. Aggregation of Web
Content, Rich Media
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21. Internal Social Networks
• Dell is using Chatter to increase
cross-departmental team
collaboration
• Over 90,000 Dell employees quickly
and easily collaborate around
documents and information like
sales opportunities, team projects
and campaigns
• Fosters relationships
• A hybrid of Twitter, Facebook, Sina,
Ren-Ren, Orkut
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22. Our fabric is
changing
22 Confidential Global Marketing

23. Key Learnings
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24. SM  B2C & B2B
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25. The world around us is changing
Control
is not as successful
as influence
companies that embrace this the fastest will win
• Disintermediation between the customer and the expert is happening already
• Users spending more time across the web engaging – beyond company’s website
• Customers trust their peers more than anyone else
• Traditional methods are not scaling; Does Social Media?
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26. Don’t
Look, Listen or
Touch
This is not a
strategy that
works.
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27. Listen, Engage, Act. It’s at the heart of all
strategies…But How to Scale?
Think of it as a tool,
not a channel
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28. Campaigns are
capital intensive.
You can not buy
fans & followers
for life …
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29. A Tool to be Leveraged Across the Fabric of a
Company: different functions, uses and values
Product Development Marketing Online Presence
• Feedback Loop • Demand Forecast • Ratings & Reviews
• Early Warning • Lead Generation • Communities
• New Product • Message Reach • Customer Stories
Ideation
Sales Customer Service Communication
• Leads
• Collaboration • Listening • Rich Media
• Thought Leadership • Support Widgets • Brand Reputation
• Blogs • Outreach • Influence
• ReputationMarketing
Global

30. Customer
Centricity:
Inform and Drive
Every Part of the
Business
The Social Radio for
All Employees
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31. Empowering Employees:
Social Media & Community
University
Principles
Policy
Governance
Training & tools
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32. Customer Connected Employees
are your company’s rock stars
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33. Authority Exchange
Community
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34. The Nature of the Connections Changes: from Business &
Marketing as Broadcasting to People Having Conversations
and Connecting
“The Miracle of the Web”
push and publish, Barry Diller
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35. Business and People
People are empowered.
Technology enables.
Humanity rules.
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36. Are Businesses
Less Machine
and more
Networked
Organism?
Human
Organizations
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37. Meanwhile …
Back at the
Office
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38. They are asking about
the social web
infrastructure
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39. Where is
the ROI
Business
Value of
Social
Media
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40. Yes Virginia, there is ROI Business Value: It is
measurable in many forms, there is not 1 number …
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41. Look across the entire customer lifecycle. It can be
used everywhere …
• Insight: Social media improves
Dell’s reach and share of voice
• Insight: SM keeps customers
engaged, provides solutions
and improves loyalty.
Dell.com
• Insight: Established causality
between social media activity
and purchase
Our External
Communities Communities
• Insight: Social media based
support improves sentiment • Insight: Social Media provides
and correlates with higher high Business Value and
revenue contributes to demand gen
vehicle
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42. Connected and Lit Up
42 Confidential Global Marketing

43. you gonna
miss the old
car?
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44. Thank You