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London ad tech_092210final

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  • 1. London: AdTechSocial Media –Intimacy & Scale
    Manish Mehta
    Vice President, Social Media and Community
    September 22, 2010
  • 2. 2
    Soul
  • 3. Social Media:This is our moment, this isour time
    3
  • 4. 4
    Voice  Brand
  • 5. Outcome: sustainably interconnected
    5
  • 6. What notes must be written …
    6
  • 7. … that will start a revolution?
    7
  • 8. That will rock the world inside & out
  • 9. EXTERNALLY
    INTERNALLY
    SYNDICATE
    LISTEN
    TECHNOLOGY
  • 10. Scalable?
  • 11. Reach
  • 12. Scaling is an evolution
  • 13. Syndicate with scale
  • 14. EXTERNALLY
    INTERNALLY
    SYNDICATE
    LISTEN
    TECHNOLOGY
    DELIGHT
    EMPATHY
    INTIMACY
  • 15. The Neighborhood Business
  • 16. Fundamentals
  • 17. Business
    grew and succeeded
    based on word of mouth
    and they still do
    … more so with the social Web
  • 18. EXTERNALLY
    INTERNALLY
    AMPLIFY
    ACTIVATE
    PASSIONATES
    SYNDICATE
    LISTEN
    TECHNOLOGY
    DELIGHT
    EMPATHY
    INTIMACY
  • 19. 19
    Customers and businesses are in this together
  • 20. Employees are your company’s rock stars
    20
  • 21. They will spread the word…and so will those they touch
  • 22. … and who you touch may surprise you
  • 23. EXTERNALLY
    INTERNALLY
    AMPLIFY
    ACTIVATE
    PASSIONATES
    SYNDICATE
    LISTEN
    TECHNOLOGY
    DELIGHT
    EMPATHY
    INTIMACY
    THRIVE
    DEEPEN
    ROOTS
  • 24. 24
    Roots
    24
  • 25. Dell’s Key Social Media Milestones
    25
    Confidential
    We have a great heritage
    February 2006Michael Dell Asks
    Why don’t we reach out and help bloggers with tech support issues?
    May 2008Dell Outlet Achieves $0.5M in Sales via TwitterCommunity team active on TwitterSmall Business blog launched
    October 2007Michael 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.”
    December 2006Ratings and Reviews on Dell.com
    June 2009Global Twitter Revenues of $6.5 M Community across the social web =3.5 million direct customer connections
    February 2007IdeaStorm Launched
    A voting based site allowing customers and others to submit ideas for Dell.
    August 2006Blog Outreach Expands Beyond Tech Support
    Engagement with anyone who commented about the company. Business model and other issues considered.
    June 2009 $2M+ Sales via Twitter
    Dell outlet on Twitter surpasses $2 million in sales with another $1 million dollars in sales at dell.com
    March 2008Accepted Solutions launched on Community Dell France begins Online Community Outreach
    2006
    2008
    March 2010China Micro-Blogging
    July 2006Direct2Dell LaunchedToday Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese.
    January 2007StudioDell Launched
    Dell’s video and podcast site, with helpful tips and tricks. Eventually expanding this into the YouTube channel making sharing easier.
    2009
    2007
    2009Dell TechCenter
    A Collaborative Community for Datacenter pros grows by 400%
    April 2008Inside IT LaunchedBlog focused on business customers, and Cloud Computing.
    June 2007Dell joins Twitter
    Why don’t we reach out and help bloggers with tech support issues?Dell LaunchesEmployeeStormInternal Blogs Launched for Employees.
    2010
    January 2008Dell Aligns Organization for Success
    January 2009Dell Organizes in to 4 customer focused business units
    November 2007DellShares Launched
    The first investor relations blog by a public company.
    December 2009Huffington Post Blog
    Dell’s VP of Social Media and Community, Manish Mehta, begins blogging at Huffington Post
    June 2008Channel Blog Launched
    March 2006Community Outreach Team Formed
    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.
    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.
    Spring 2009Some Members of Community and Conversations deployed within each of the new Dell Business units
  • 26. People everywhere can grow and thrive
  • 27. EXTERNALLY
    INTERNALLY
    RECOMMEND
    ENGAGEMENT
    ROI
    AMPLIFY
    ACTIVATE
    PASSIONATES
    SYNDICATE
    LISTEN
    TECHNOLOGY
    DELIGHT
    EMPATHY
    INTIMACY
    THRIVE
    DEEPEN
    ROOTS
  • 28. Capture
    insights
  • 29. Community size, Connections
    Revenue
    Myriad of Metrics
    Views &
    clicks to
    dell.com
    Lower cost,
    faster hires
    Issue tracking, Sentiment,
    Share of voice
  • 30. Fancy Reporting
  • 31. Distillate
  • 32. Social Commerce
    Experiment
    Product
    Application
    Build Out
    Connected and Scaling
  • 33. EXTERNALLY
    INTERNALLY
    RECOMMEND
    ENGAGEMENT
    ROI
    AMPLIFY
    ACTIVATE
    PASSIONATES
    SYNDICATE
    LISTEN
    TECHNOLOGY
    DELIGHT
    EMPATHY
    INTIMACY
    THRIVE
    DEEPEN
    ROOTS
  • 34. The fabric is changing
    34
    Confidential
  • 35. Follow or establish signs
  • 36. Not just a campaign, but in harmony across the fabric of a company
    Product
    Group
    QUALITY
    DEMAND
    Marketing
    Services
    Solutions
    CREDIBILITY
    CONVERSION
    Online
    Sales
    CYCLE TIME
    Customer
    Service
    RESOLUTION
    Comms
    PR & HR
    REPUTATION
  • 37. It’s not about shiny objects
    Smart business fundamentals never change
  • 38. SocialBrand
    38
  • 39. Thank You
  • 40. 40
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