London ad tech_092210final

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London ad tech_092210final

  1. 1. London: AdTechSocial Media –Intimacy & Scale<br />Manish Mehta<br />Vice President, Social Media and Community<br />September 22, 2010<br />
  2. 2. 2<br />Soul<br />
  3. 3. Social Media:This is our moment, this isour time<br />3<br />
  4. 4. 4<br /> Voice  Brand<br />
  5. 5. Outcome: sustainably interconnected<br />5<br />
  6. 6. What notes must be written …<br />6<br />
  7. 7. … that will start a revolution?<br />7<br />
  8. 8. That will rock the world inside & out<br />
  9. 9. EXTERNALLY<br />INTERNALLY<br />SYNDICATE<br />LISTEN<br />TECHNOLOGY<br />
  10. 10. Scalable?<br />
  11. 11. Reach<br />
  12. 12. Scaling is an evolution<br />
  13. 13. Syndicate with scale<br />
  14. 14. EXTERNALLY<br />INTERNALLY<br />SYNDICATE<br />LISTEN<br />TECHNOLOGY<br />DELIGHT<br />EMPATHY<br />INTIMACY<br />
  15. 15. The Neighborhood Business<br />
  16. 16. Fundamentals<br />
  17. 17. Business <br />grew and succeeded <br />based on word of mouth<br />and they still do<br />… more so with the social Web<br />
  18. 18. EXTERNALLY<br />INTERNALLY<br />AMPLIFY<br />ACTIVATE<br />PASSIONATES<br />SYNDICATE<br />LISTEN<br />TECHNOLOGY<br />DELIGHT<br />EMPATHY<br />INTIMACY<br />
  19. 19. 19<br /> Customers and businesses are in this together<br />
  20. 20. Employees are your company’s rock stars<br />20<br />
  21. 21. They will spread the word…and so will those they touch<br />
  22. 22. … and who you touch may surprise you<br />
  23. 23. EXTERNALLY<br />INTERNALLY<br />AMPLIFY<br />ACTIVATE<br />PASSIONATES<br />SYNDICATE<br />LISTEN<br />TECHNOLOGY<br />DELIGHT<br />EMPATHY<br />INTIMACY<br />THRIVE<br />DEEPEN<br />ROOTS<br />
  24. 24. 24<br />Roots<br />24<br />
  25. 25. Dell’s Key Social Media Milestones<br />25<br />Confidential<br />We have a great heritage<br />February 2006Michael Dell Asks<br />Why don’t we reach out and help bloggers with tech support issues?<br />May 2008Dell Outlet Achieves $0.5M in Sales via TwitterCommunity team active on TwitterSmall Business blog launched<br />October 2007Michael Dell quote in Business Week<br />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.” <br />December 2006Ratings and Reviews on Dell.com<br />June 2009Global Twitter Revenues of $6.5 M Community across the social web =3.5 million direct customer connections<br />February 2007IdeaStorm Launched<br />A voting based site allowing customers and others to submit ideas for Dell.<br />August 2006Blog Outreach Expands Beyond Tech Support<br />Engagement with anyone who commented about the company. Business model and other issues considered.<br />June 2009 $2M+ Sales via Twitter<br />Dell outlet on Twitter surpasses $2 million in sales with another $1 million dollars in sales at dell.com <br />March 2008Accepted Solutions launched on Community Dell France begins Online Community Outreach<br />2006<br />2008<br />March 2010China Micro-Blogging<br />July 2006Direct2Dell LaunchedToday Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese. <br />January 2007StudioDell Launched<br />Dell’s video and podcast site, with helpful tips and tricks. Eventually expanding this into the YouTube channel making sharing easier.<br />2009<br />2007<br />2009Dell TechCenter<br />A Collaborative Community for Datacenter pros grows by 400%<br />April 2008Inside IT LaunchedBlog focused on business customers, and Cloud Computing.<br />June 2007Dell joins Twitter<br />Why don’t we reach out and help bloggers with tech support issues?Dell LaunchesEmployeeStormInternal Blogs Launched for Employees.<br />2010<br />January 2008Dell Aligns Organization for Success<br />January 2009Dell Organizes in to 4 customer focused business units<br />November 2007DellShares Launched<br />The first investor relations blog by a public company.<br />December 2009Huffington Post Blog<br />Dell’s VP of Social Media and Community, Manish Mehta, begins blogging at Huffington Post<br />June 2008Channel Blog Launched<br />March 2006Community Outreach Team Formed<br />Team begins by just listening and monitoring conversations to see what’s being said. The tech support experts are hand-selected for their tech problem-solving expertise and superior interpersonal skills. <br />February 2008Twitter ExpandedStart 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.<br />Spring 2009Some Members of Community and Conversations deployed within each of the new Dell Business units<br />
  26. 26. People everywhere can grow and thrive<br />
  27. 27. EXTERNALLY<br />INTERNALLY<br />RECOMMEND<br />ENGAGEMENT<br />ROI<br />AMPLIFY<br />ACTIVATE<br />PASSIONATES<br />SYNDICATE<br />LISTEN<br />TECHNOLOGY<br />DELIGHT<br />EMPATHY<br />INTIMACY<br />THRIVE<br />DEEPEN<br />ROOTS<br />
  28. 28. Capture<br />insights<br />
  29. 29. Community size, Connections<br />Revenue<br />Myriad of Metrics<br />Views & <br />clicks to <br />dell.com<br />Lower cost, <br />faster hires<br />Issue tracking, Sentiment, <br />Share of voice<br />
  30. 30. Fancy Reporting<br />
  31. 31. Distillate<br />
  32. 32. Social Commerce<br />Experiment<br />Product<br />Application<br />Build Out<br />Connected and Scaling<br />
  33. 33. EXTERNALLY<br />INTERNALLY<br />RECOMMEND<br />ENGAGEMENT<br />ROI<br />AMPLIFY<br />ACTIVATE<br />PASSIONATES<br />SYNDICATE<br />LISTEN<br />TECHNOLOGY<br />DELIGHT<br />EMPATHY<br />INTIMACY<br />THRIVE<br />DEEPEN<br />ROOTS<br />
  34. 34. The fabric is changing<br />34<br />Confidential<br />
  35. 35. Follow or establish signs<br />
  36. 36. Not just a campaign, but in harmony across the fabric of a company<br />Product <br />Group<br />QUALITY<br />DEMAND<br />Marketing<br />Services <br />Solutions<br />CREDIBILITY<br />CONVERSION<br />Online<br />Sales<br />CYCLE TIME<br />Customer<br />Service<br />RESOLUTION<br />Comms<br />PR & HR<br />REPUTATION<br />
  37. 37. It’s not about shiny objects<br />Smart business fundamentals never change<br />
  38. 38. SocialBrand<br />38<br />
  39. 39. Thank You<br />
  40. 40. 40<br />Slide 2: http://images2.fanpop.com/images/photos/2900000/John-Lennon-john-lennon-2985663-1024-768.jpg<br />Slide 4: http://www.grpl.org/wiki/images/thumb/f/f4/Guitar_grass.jpg/410px-Guitar_grass.jpg<br />Slide 5: http://www.wide-eyed.org/images/articles/london1.jpg<br />Slide 6: http://www.uea.ac.uk/polopoly_fs/1.3518.1160398920!music%20scroll.jpg<br />Slide 7: http://edibleapple.com/wp-content/uploads/2009/09/the-beatles-color-wallpaper.jpg<br />Slide 8: http://www.zimbio.com/Live+Earth+concerts/articles/52/Woodstock+Live+Aid+Monster+Concerts+Gone<br />Slide 10: http://farm4.static_flickr_com_3050_3367295141_84d2e5468a<br />Slide 11: http://i.telegraph.co.uk/telegraph/multimedia/archive/01127/queen-phone-460a_1127984c.jpg<br />Slide 12: www.phonephunnies_com_December2001art_DEC-Supervisors1902-w_whip<br />Slide 13http://www.hdtvonthedish.com/Images/645px-Family_Watching_TV_in_the_1950s.jpg<br />http://farm1.static.flickr.com/204/517780061_f67004efd4.jpg?v=0<br />http://retrothing.typepad.com/photos/uncategorized/2008/06/23/consumerreports.jpg<br /> Slide 15: www.themeadteagardens.co.uk/ <br />Slide 16: www.chapelhillmemories.com/cat/8/118; http://farm3.static.flickr.com/2201/2089058279_19e60328a4.jpg<br />http://img.dailymail.co.uk/i/pix/2008/03_01/smileDM0403_468x484.jpg<br />Slide 17: http://www.gettyimages.com/detail/10091911/The-Image-Bank<br />Slide 19: http://images.chron.com/blogs/40yearsafter/beatles-houston-500.jpg<br />Slide 20: http://www.behindthehype.com/wp-content/gallery/robert_knight/Robert_Knight_Photo_Rolling_Stones.jpg<br />Slide 21: http://wp.goldminemag.com/upload/contents/290/field_1742/1969w-5scan0002.JPG<br />Slide 22: http://images.mirror.co.uk/upl/m4/dec2009/1/7/the-queen-and-lady-gaga-pic-rex-237552190.jpg<br />Slide 24: http://www.udidahan.com/wp-content/uploads/roots.jpg<br />Slide 28: http://www.communitywealth.com/Newsletter/December%202008/Images/light%20bulb%20in%20hand.jpg<br />Slide 34: http://blog.designchair.co.uk/wp-content/uploads/2010/03/road.jpg<br />Slide 35: http://www.kzerck.net/abbey_road_studios_street_sign.JPG<br />Slide 36: flickr.com/photos/10368062@N02/2506514023/<br />Slide 37: http://farm1.static.flickr.com/163/343982934_5610d4fddf.jpg?v=0<br />Slide 38: http://www.life.com/image/53106636<br />

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