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

Driving Business & Customer Value via Social Media CIC IWOM PANEL SHANGHAI Jacqui Zhou Nov 2010 Global Marketing

The wheel 2 Global Marketing

Progress Global Marketing

Broad reach impact & comfort Global Marketing

The environment was ripe for change Global Marketing

Small innovations Global Marketing

Big change Global Marketing

Foundation accelerated change Global Marketing

Broader industry developed 9 Confidential Global Marketing

Citizens were empowered 10 Global Marketing

Governance 11 Confidential Global Marketing

Guideposts 12 Global Marketing

Bridging the chasm Global Marketing

Untapped potential Global Marketing

Outcome: sustainably interconnected 15 Confidential Global Marketing

We have a great heritage Dell’s Key Social Media Milestones February 2006 December 2006 October 2007 May 2008 June 2009 Michael Dell Asks Ratings and Reviews Michael Dell quote in Business Week Dell Outlet Achieves Global Twitter Why don’t we reach out and help on Dell.com Jeff Jarvis story quote, “These conversations are $0.5M in Sales via Twitter bloggers with tech support issues? going to occur whether you like it or not. Do you Community team active on Twitter Revenues of $6.5 M want to be part of that or not? My argument is you Community across the social absolutely do. You can learn from them. You can Small Business web =3.5 million direct improve your reaction time. And you can be a blog launched customer connections better company by listening and being involved in that conversation.” August 2006 Blog Outreach Expands Beyond Tech Support June 2009 Engagement with anyone who March 2008 February 2007 $2M+ Sales via Twitter 2006 commented about the company. Business model and other issues IdeaStorm Launched 2008 Accepted Solutions Dell outlet on Twitter surpasses considered. launched on Community $2 million in sales with another A voting based site allowing customers Dell France begins Online $1 million dollars in sales at dell.com March 2010 and others to submit ideas for Dell. Community Outreach China Micro- Blogging July 2006 2007 2009 2009 Direct2Dell Launched April 2008 Dell TechCenter June 2007 Inside IT Launched A Collaborative Today Direct2Dell exists in Dell joins Twitter Community for English, Spanish, Norwegian, Japanese and Chinese. Why don’t we reach out Blog focused on business customers, and Cloud Datacenter pros 2010 and help bloggers with January 2008 Computing. January 2009 grows by 400% tech support issues? Dell Aligns Dell Organizes in to Organization 4 customer focused Dell Launches for Success business units EmployeeStorm Internal Blogs Launched for Employees. December 2009 June 2008 Huffington Post Blog Channel Blog Dell’s VP of Social Media and March 2006 Launched Community, Manish Mehta, begins January 2007 February 2008 blogging at Huffington Post Community Outreach Team Formed StudioDell Launched Team begins by just listening and monitoring Twitter Expanded Dell’s video and podcast site, conversations to see what’s being said. The tech Start experimenting with Twitter with helpful tips and tricks. November 2007 for business– another venue to Spring 2009 support experts are hand-selected for their tech Eventually expanding this into help customers, but also thanking Some Members of Community and problem-solving expertise and superior the YouTube channel making DellShares Launched Conversations deployed within each interpersonal skills. Dell customers. Outreach leads sharing easier. The first investor relations blog by a public company. to some Twitters asking for help of the new Dell Business units on purchases. 16 Confidential Global Marketing

Significant depth, breadth and reach Broad set of properties & tools across all BU’s Extensive global reach Dell conversations and reach Dell Overall CSMB Public Large Enterprise Average number of 12,500 3,300 500 200 daily posts Average number of 90,000 28,000 3,500 1,350 weekly posts Average Twitter 5,500,000 1,200,000 64,000 95,000 reach per day Average Twitter 38,000,000 7,900,000 450,000 680,000 reach per week 17 Confidential Global Marketing

Tree of Tenere 18 Global Marketing

Listening & Engagement Global Marketing

Command Center Global Marketing

The Neighborhood Business Global Marketing

Business grew and succeeded based on word of mouth and they still do … more so with the social Web Global Marketing

Social Content in Path 175K reviews globally 66 countries, 15 languages Global Marketing

Application Generates Business Benefit conversion & margin lift revenue/visitor is 3X higher in Japan; 134% higher in US 62 Countries 14 Languages Over 170,000 Reviews Submitted 14,461 Different Products Reviewed 75% of All Ratings 4 or 5 Stars Global Marketing 24

Delivers Insights, Changes Behavior Five Star Program Brand Insights Messaging Global Marketing 25

Sina integration with dell.com Global Marketing

User generated Marketing Global Marketing

… and much more coming … Global Marketing

Capture insights Global Marketing

Views & Community size, clicks to Myriad of Connections dell.com Metrics Revenue Lower cost, faster hires Issue tracking, Sentiment, Share of voice Global Marketing

Fancy Reporting Global Marketing

Distillate Global Marketing

Social Commerce Experiment Product Application Build Out Connected and Scaling Global Marketing

Beyond Commerce Becoming a Social Business Global Marketing

Not just a Product Group QUALITY campaign, but in harmony across Marketing DEMAND the fabric of a company Services Solutions CREDIBILITY Online CONVERSION Sales CYCLE TIME Customer Service RESOLUTION Comms PR & HR REPUTATION Global Marketing

Tap into the great spirit and energy 36 Confidential Global Marketing

Customers and businesses are in this together 37 Global Marketing

Employees are your company’s rock stars 38 Global Marketing

SMaC Talk • Austin - July • London - Sept • Xiamen - Nov Global Marketing

Social Media & Community University Principles Policy Governance Training & tools Global Marketing

Aligning a powerful ecosystem Dell.com External Communities Our Communities Team Members 41 Confidential Global Marketing

Is the ecosystem merging into one? Dell.com External Communities Our Communities Team Members 42 Confidential Global Marketing

New ecosystem forming? Dell.com Real World + Digital External Communities Our Communities Team Members 43 Confidential Global Marketing

It’s not about shiny objects Smart business fundamentals never change 44 Confidential Global Marketing

Global Marketing

You gonna miss the old horses? Global Marketing

Thank You

http://www.flickr.com/photos/jerneedog/3985549312/ Slide 3: http://bit.ly/9GVcAy Slide 4: http://bit.ly/dtfoCX Slide 5: http://www.hclib.org/pub/search/mplsphotos/mphotosaction.cfm?subject=stagecoaches Slide 6: http://bit.ly/a0JAZu Slide 8: http://www.jalopyjournal.com/forum/showthread.php?t=446547&page=37 Slide 9: http://harryallen.info/wp-content/uploads/2008/10/1912-ford-model-t-2-lg.jpg Slide 10: http://www.alternativeservice.ca/service/camps/work/road.htm Slide 11: flickr.com/photos/24838881@N00/185953182 Slide 12: http://bit.ly/bFwfLz Slide 13: http://bit.ly/cvDIsg Slide 14: http://www.flickr.com/photos/calebkerr/4303990434/ Slide 15: http://blogs.suntimes.com/scanners/fog.jpg Slide 16: http://www.worldinterestingfacts.com/infrastructure/top-10-most-amazing-bridges-in-the- world.html Slide 17: http://www.wide-eyed.org/images/articles/london1.jpg Slide 18: http://blog.designchair.co.uk/wp-content/uploads/2010/03/road.jpg Slide 19: http://www.grpl.org/wiki/images/thumb/f/f4/Guitar_grass.jpg/410px-Guitar_grass.jpg Slide 20: http://www.uea.ac.uk/polopoly_fs/1.3518.1160398920!music%20scroll.jpg Slide 21: http://edibleapple.com/wp-content/uploads/2009/09/the-beatles-color-wallpaper.jpg 48 Global Marketing

http://www.zimbio.com/Live+Earth+concerts/articles/52/Woodstock+Live+Aid+Monster+Concerts+Gone Slide 25: http://www.dailycognition.com/index.php/2009/12/27/10-most-extraordinary-trees-in-the- world.html Slide 24: http://www.udidahan.com/wp-content/uploads/roots.jpg Slide 28:www.themeadteagardens.co.uk/ Slide 29:http://www.gettyimages.com/detail/10091911/The-Image-Bank Slide 34, 35: http://Facebook.com/Dell Slide 36: http://bit.ly/cZMEZ7 Slide 37: http://www.communitywealth.com/Newsletter/December%202008/Images/light%20bulb%20in%20hand.jpg Slide 42: http://bit.ly/aPQBvk Slide 43: flickr.com/photos/10368062@N02/2506514023 Slide 44: http://13.media.tumblr.com/tumblr_kqs1fnJUzV1qzpdjwo1_500.jpg Slide 45:http://images.chron.com/blogs/40yearsafter/beatles-houston-500.jpg Slide 46: http://www.behindthehype.com/wp- content/gallery/robert_knight/Robert_Knight_Photo_Rolling_Stones.jpg Slide 47: Dell Flickr Site, http://www.flickr.com/photos/dellphotos/ Slide 52: http://farm1.static.flickr.com/163/343982934_5610d4fddf.jpg?v=0 Slide 53: http://www.iptv.org/iowapathways/artifact_detail_large.cfm?aid=a_000285&oid=ob_000253 49 Global Marketing

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

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