The Changing Role of Social Media in Customer Experience


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An overview by Allison Dew, VP, Global Brand & Consumer Marketing, of what constitutes the changing role of social media in customer experience at the 4th annual Customer Response Summit in Austin, TX on May 9th, 2012

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The Changing Role of Social Media in Customer Experience

  1. 1. The changing role of social media in customer experienceAllison Dew, Vice President, Global Brand & Consumer Marketing4th annual Customer Response Summit, Austin, TX, May 9th, 2012
  2. 2. Marketing: Powerful, Loud and Every Where2 Global Marketing
  3. 3. Web Marketing = Traffic and Clicks 3 Global Marketing
  4. 4. Meanwhile …Back at the office Global Marketing
  5. 5. Meanwhile… Also back at the office5 Global Marketing
  6. 6. Conversations are conversations not Business segments Where to find you Share with others how & why you have great products/services Graphic thanks to @Gapingvoid6 Global Marketing
  7. 7. People using the Web to connect Different than our Businesses?7 Global Marketing
  8. 8. Our journey
  9. 9. 9 Source: Shanghai Web designers via Neville Hobson Global Marketing
  10. 10. 6 years: Social media strengthening direct customer connections: June 2009 October 2007 May 2008 Global February 2006 Michael Dell quote in Business Week Altimeter Dell Outlet achieves Twitter Michael Dell Asks In response to Jeff Jarvis question around whether recognizes Dell Why don’t we reach out and help bloggers companies want to be part of the online $0.5M in sales via Twitter revenues with “Open Dell with tech support issues? conversation: ”My argument is you absolutely do. of $6.5 M Leadership Award named #1 You can learn from them. You can improve your for Innovation and reaction time. And you can be a better company Execution” most by listening and being involved in that social conversation.” December 2006 March 2010 brand March 2008 Ratings and Dell join Sina February 2007 Accepted Solutions reviews on Weibo in IdeaStorm Launched launched on January 2009 A voting based site allowing June 2009 China Community Dell Organizes in to customers and others to submit Dell France begins Online 4 customer focused $2M+ Sales December 2010 ideas for Dell. Community Outreach business units via Twitter Social Media Command Center Launch 2006 2007 2008 2009 2010 2011 Social Media & Communities University July 2006 Launched Direct2Dell launched June 2007 2009 5,000 team members trained by Today Direct2Dell exists in Dell joins Twitter Dell TechCenter end of year English, Spanish, Norwegian, January 6 Awards Japanese and Chinese. Dell launches 2008 June 2008 for Social EmployeeStorm Dell aligns Channel blog Spring 2009 December 2009 B2B pages Media Internal Blogs Launched organization launched Members of Community Huffington Post Blog on Command for Employees. for success and Conversations Facebook Center deployed within each ofAugust 2006 the new Dell Business January 2007 unitsBlog outreach April 2008 StudioDell launched June 2010expands beyond Dell’s video and podcast site, Inside IT launched with helpful tips and tricks. Blog focused on business CAP Days Launchedtech Support November 2007 customers, and Cloud In-person events for vocal Eventually expanding this into Computing. online customers the YouTube channel making DellShares launched sharing easier. The first investor relations blog by a public company. 10 Global Marketing
  11. 11. Our brand strategy Focuses on Defines the Dell Stays true to our customers and their Difference that unique Dell outcomes customers value personality 11 Global Marketing
  12. 12. 12 Image thanks to Hugh McLeod @Gapingvoid Global Marketing
  13. 13. Transformation at Dell: It’s an inter-related puzzle Customer Messages Brand • Enterprise solutionsInvestor Messages• Solutions ------------ provider, brand Existing & provider, Dell potential transformation customers Reputation Business ------------ Stakeholder Performance Dell as Media. Messages ------------ Solutions Analysts • Enterprise Investors & Provider Employees ITDMs, BDMs, solutions Elites provider, Dell Team Member Messages transformation • Purpose & customer experience Products & Services ----------- NPS, Cust Experience, Customer Experience Quality • Quality products • Positive CE Global Marketing
  14. 14. Lesson 1: Listen, Learn, Engage & Act 6 years ago: 4000 posts/day14 Today: 25,000 post per day Global Marketing
  15. 15. Lesson #2: Integrate where customer & business value arerealized, across all business functionsProduct 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• Collaboration • Listening • Rich Media• Thought Leadership • Support Widgets • Brand Reputation• Blogs • Outreach • Influence • ReputationMarketing Global
  16. 16. Lesson 3: Best Practices and Coherence across different sites for Different Engagement and Results16 Global Marketing
  17. 17. Customers inneed are criticalopportunitiesSocial Mediagives them voice& you…Opportunities17 Global Marketing
  18. 18. Lesson 4: Empower Employees:Social Media & Community University Principles Policy Governance Training & tools Global Marketing
  19. 19. Lesson 5: The quest for a single ROI? Business Value across the full customer lifecycle19 Global Marketing
  20. 20. Lesson 6: Timeto rethink ourcustomerconnectivityWorkingtogether acrossthe business tobe a betterbusiness20 Global Marketing
  21. 21. Starting Down aNew RoadIn a RecentlyInvented VehicleEven today, theInfrastructure isevolving21 Global Marketing
  22. 22. Improving Social Data’s Usability & Application + Merging with traditional marketing data Delivering uniform and actionable data: More value to business functions22 Global Marketing
  23. 23. Listening is an ongoing commitment Application of analytics + modeling:23 making for meaningful, measurable business actions Marketing Global
  24. 24. The social business Mass Social Media ExternalWinning the next digital wave NetworkMaintaining our digital leadership External Networkrequires accelerated focus on social.Heart of a customer centric brand External HostedEngaging with customers on their Networkterms Communities Community Support AffinityInvestments and programs build Ideation Community experience & social data tieListening + community + content together via social profile & social fabric.enable social lead mining Extranets SalesRapidly evolving landscape CAPTools, processes and platforms Rockstars Collaborationchanging rapidly. Infrastructure stillimmature. Community PlatformCultural change keyFocus on training, enablement, Contentcustomer-connection. User Hub / Social ProfileCompetitors are innovatingIncreasing their focus on social Analytics & Insights Social Global Marketing CRM
  25. 25. Thank you25