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BlogWell Cincinnati (April 7)
 

BlogWell Cincinnati (April 7)

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This is a presentation that Lionel Menchaca gave to attendees of BlogWell Cincinnati on April 7, 2010.

This is a presentation that Lionel Menchaca gave to attendees of BlogWell Cincinnati on April 7, 2010.

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    BlogWell Cincinnati (April 7) BlogWell Cincinnati (April 7) Presentation Transcript

    • Dell’s Next Step: Listening & Engaging 2.0
      Lionel Menchaca
      Chief Blogger
      BlogWell Cincinnati (April 7, 2010)
    • Dell Online Activity Timeline
      2
      1996/ 1997
      August 2006
      April 2006
      July 2006
      February2007
      Corp. Rep.
      SDC/ DCF
      Direct2Dell
      Blog Outreach
      IdeaStorm
      Outreach
      • Humble beginnings
      • Established foundation for Direct2Dell content
      • Extended DCF and Direct2Dell’s reach
      • Also humble beginnings
      • Helped grow Dell’s credibility and grow Direct2Dell’s readership organically
      • Community-driven concept that caught on quickly
      • Was among the first crowdsourcing experiments by a brand
      • Extended two-way communication with customers
      • Content influenced by online conversations helped build our credibility
      • Support.dell.com preceded Dell.com
      • Dell Community Forum rooted in break/ fixactivity
    • What We Learned
      3
      4000 – 5000 conversations happen around the Web about Dell every day
      Engaging in brand reputation and topic discussions is worthwhile
      Dell must be part of the conversation ecosystem
      Centralizing Dell’s social media efforts only gets us so far
    • Fundamental Challenges
      4
      How to make sense of the firehose
      How to scale
    • Listening & Response 2.0 Structure
      5
      Listening Process
      Listening
      Czar
      Social Media Responder Team
      Segment SME discussions
      Brand/ Reputation discussions
      External Blogs/ Forums
      Dell Community Sites
      External Blogs/ Forums
      Dell Community Sites
      Dell Community Sites
      Support.Dell.com
    • Listening & Response Engine
      6
      Listen to customer conversations across the web
      Listen and Engage Customers Who…
      Need Help
      (internal and external forums, blogs,
      other external social networks )
      Are loyal fans
      (our community + external social networks)
      Have Suggestions
      Closed Loop Response Engine
      Early Warning System
      Drive for Root Cause ID
      Storm Sessions / IdeaStorm
      Closed Loop Process
      Implement Changes
      Thank / Surprise / Delight
      Create Movement
      Brand Ambassadors
      Embed Responders and SMEs across critical parts of the organization to close loop with customers
      Product Group & Professional Services
      Customer Service& Tech Support
      Marketing
      & Online
      Communications
      Sales
      Hone the listening process (top to bottom), be willing to take action and drive change in the business
    • www.dell.com
      www.dell.com/forums
      www.direct2dell.com
      www.ideastorm.com
      www.dell.com/twitter
      www.slideshare.net/dell_inc
      www.youtube.com/user/DellVlog
      www.flickr.com/photos/dellphotos
      www.dell.com/facebook
      Where to Find us On the Web
      7