CIC IWOM Panel: Dell’s Jacqui Zhou on Driving Business & Customer Value via Social Media


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Jacqui, Dell's Digital Globalization Manager shared the case during the 2010 Shanghai CIC&Fudan IWOM panel.

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CIC IWOM Panel: Dell’s Jacqui Zhou on Driving Business & Customer Value via Social Media

  1. 1. Global Marketing Driving Business & Customer Value via Social Media CIC IWOM PANEL SHANGHAI Jacqui Zhou Nov 2010
  2. 2. Global Marketing2 The wheel
  3. 3. Global Marketing Progress
  4. 4. Global Marketing Broad reach impact & comfort
  5. 5. Global Marketing The environment was ripe for change
  6. 6. Global Marketing Small innovations
  7. 7. Global Marketing Big change
  8. 8. Global Marketing Foundation accelerated change
  9. 9. Global Marketing9 Confidential Broader industry developed
  10. 10. Global Marketing Citizens were empowered 10
  11. 11. Global Marketing11 Confidential Governance
  12. 12. Global Marketing12 Guideposts
  13. 13. Global Marketing Bridging the chasm
  14. 14. Global Marketing Untapped potential
  15. 15. Global Marketing Outcome: sustainably interconnected 15 Confidential
  16. 16. Global Marketing Dell’s Key Social Media Milestones 16 Confidential 2008 March 2006 Community Outreach Team Formed Team begins by just listening and monitoring conversations to see what’s being said. The tech supportexperts are hand-selected for their tech problem-solving expertise and superior interpersonal skills. August 2006 Blog Outreach Expands Beyond Tech Support Engagement with anyone who commented about the company. Business model and other issues considered. December 2006 Ratings and Reviews on 2007July 2006 Direct2Dell Launched Today Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese. February 2006 Michael Dell Asks Why don’t we reach out and help bloggers with tech support issues? January 2007 StudioDell Launched Dell’s video and podcast site, with helpful tips and tricks. Eventually expanding this into the YouTube channel making sharing easier. 2006 February 2007 IdeaStorm Launched A voting based site allowing customers and others to submit ideas for Dell. June 2007 Dell joins Twitter Why don’t we reach out and help bloggers with tech support issues? Dell Launches EmployeeStorm Internal Blogs Launched for Employees. October 2007 Michael Dell quote in Business Week 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.” November 2007 DellShares Launched The first investor relations blog by a public company. January 2008 Dell Aligns Organization for Success February 2008 Twitter Expanded Start 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. March 2008 Accepted Solutions launched on Community Dell France begins Online Community Outreach May 2008 Dell Outlet Achieves $0.5M in Sales via Twitter Community team active on Twitter Small Business blog launched April 2008 Inside IT Launched Blog focused on business customers, and Cloud Computing. June 2008 Channel Blog Launched 2009 2010 January 2009 Dell Organizes in to 4 customer focused business units Spring 2009 Some Members of Community and Conversations deployed within each of the new Dell Business units June 2009 $2M+ Sales via Twitter Dell outlet on Twitter surpasses $2 million in sales with another $1 million dollars in sales at 2009 Dell TechCenter A Collaborative Community for Datacenter pros grows by 400% June 2009 Global Twitter Revenues of $6.5 M Community across the social web =3.5 million direct customer connections December 2009 Huffington Post Blog Dell’s VP of Social Media and Community, Manish Mehta, begins blogging at Huffington Post March 2010 China Micro- Blogging We have a great heritage
  17. 17. Global Marketing Broad set of properties & tools across all BU’s Extensive global reach Dell conversations and reach Significant depth, breadth and reach 17 Confidential Dell Overall CSMB Public Large Enterprise Average number of daily posts 12,500 3,300 500 200 Average number of weekly posts 90,000 28,000 3,500 1,350 Average Twitter reach per day 5,500,000 1,200,000 64,000 95,000 Average Twitter reach per week 38,000,000 7,900,000 450,000 680,000
  18. 18. Global Marketing18 Tree of Tenere
  19. 19. Global Marketing Listening & Engagement
  20. 20. Global Marketing Command Center
  21. 21. Global Marketing The Neighborhood Business
  22. 22. Global Marketing Business grew and succeeded based on word of mouth and they still do … more so with the social Web
  23. 23. Global Marketing Social Content in Path 175K reviews globally 66 countries, 15 languages
  24. 24. Global Marketing 62 Countries 14 Languages Over 170,000 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 Application Generates Business Benefit 24
  25. 25. Global Marketing Five Star Program Brand Insights Delivers Insights, Changes Behavior Messaging 25
  26. 26. Global Marketing Sina integration with
  27. 27. Global Marketing User generated Marketing
  28. 28. Global Marketing … and much more coming …
  29. 29. Global Marketing Capture insights
  30. 30. Global Marketing Revenue Views & clicks to Community size, Connections Lower cost, faster hires Issue tracking, Sentiment, Share of voice Myriad of Metrics
  31. 31. Global Marketing Fancy Reporting
  32. 32. Global Marketing Distillate
  33. 33. Global Marketing Social Commerce Product Application Connected and Scaling Build Out Experiment
  34. 34. Global Marketing Becoming a Social Business Beyond Commerce
  35. 35. Global Marketing Not just a campaign, but in harmony across the fabric of a company Product Group Marketing Services Solutions Online Sales Customer Service Comms PR & HR QUALITY DEMAND CREDIBILITY CONVERSION CYCLE TIME RESOLUTION REPUTATION
  36. 36. Global Marketing36 Confidential Tap into the great spirit and energy
  37. 37. Global Marketing37 Customers and businesses are in this together
  38. 38. Global Marketing Employees are your company’s rock stars 38
  39. 39. Global Marketing SMaC Talk • Austin - July • London - Sept • Xiamen - Nov
  40. 40. Global Marketing Social Media & Community University Principles Policy Governance Training & tools
  41. 41. Global Marketing Aligning a powerful ecosystem 41 Confidential External Communities Our Communities Team Members
  42. 42. Global Marketing Is the ecosystem merging into one? 42 Confidential External Communities Our Communities Team Members
  43. 43. Global Marketing New ecosystem forming? 43 Confidential External Communities Our Communities Team Members Real World + Digital
  44. 44. Global Marketing44 Confidential It’s not about shiny objects Smart business fundamentals never change
  45. 45. Global Marketing
  46. 46. Global Marketing You gonna miss the old horses?
  47. 47. Thank You
  48. 48. Global Marketing48 Slide 2: Slide 3: Slide 4: Slide 5: Slide 6: Slide 8: Slide 9: Slide 10: Slide 11: Slide 12: Slide 13: Slide 14: Slide 15: Slide 16: world.html Slide 17: Slide 18: Slide 19: Slide 20:!music%20scroll.jpg Slide 21:
  49. 49. Global Marketing49 Slide 22: Slide 25: world.html Slide 24: Slide Slide 29: Slide 34, 35: Slide 36: Slide 37: Slide 42: Slide 43: Slide 44: Slide 45: Slide 46: content/gallery/robert_knight/Robert_Knight_Photo_Rolling_Stones.jpg Slide 47: Dell Flickr Site, Slide 52: Slide 53: