Social Media Outreach and Online Solutions

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Giovanni Tavani, Social Media & Communities Senior Manager EMEA, Dell, talks about Enabling Social Customer Experience - How did Dell become recognized as a global leader in the social aspect of …

Giovanni Tavani, Social Media & Communities Senior Manager EMEA, Dell, talks about Enabling Social Customer Experience - How did Dell become recognized as a global leader in the social aspect of business? How do you enable social customer experience? This was a presentation he conducted at the Building Social Business event in London on Oct. 10th, 2012.

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  • 1. DellSocial Media Outreach & Online SolutionsGiovanni Tavani,Teleperformance: Building Social Business, London 10th of October 2012.
  • 2. 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 Dell.com 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 5,000 team members trained by Today Direct2Dell exists in Dell joins Twitter end of year 6 Awards English, Spanish, Norwegian, January 2009 Japanese and Chinese. June 2008 December 2010 for Social Dell launches 2008 Dell TechCenter Dell aligns Channel blog EMEA launches in 11 Media EmployeeStorm Spring 2009 Command Internal Blogs Launched organization launched languages across all Members of Community for Employees. for success and Conversations B2B pages on main SMaC platforms Center deployed within each ofAugust 2006 the new Dell Business January 2007 unitsBlog outreach April 2008 StudioDell launchedexpands beyond Dell’s video and podcast site, Inside IT launched June 2010 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 the YouTube channel making Computing. online customers DellShares launched sharing easier. The first investor relations blog by a public company. 2 Global Marketing
  • 3. Listening: The Heart of our Social Strategy Listen, Learn, Engage & Act in 2006: 4000 discussions/day3 Today: 25,000 ! Global Marketing
  • 4. Conversations are conversations not Business segments Where to find you Share with others how & why you have great products/services Graphic thanks to @Gapingvoid4 Global Marketing
  • 5. Social Media Engagement Model LISTENING SOCIAL MEDIA Fans metrics Q1 QTD QTD Week1 Week2 Week3 Week4 FM01 Week5 Week6 Week7 Week8 FM02 Act 3,560 4,569 4,102 4,171 4,259 4,330 4,330 4,407 4,488 4,569 4,569 Fans since inception (k) Fcst 28.3% 4,431 4,078 4,127 4,179 4,236 4,236 4,296 4,359 4,431 4,431 Act / plan 103% 101% 101% 102% 102% 102% 103% 103% 103% 103% Act 704 548 73 69 88 79 309 77 82 81 240 New Fans (k) Fcst -22.1% 401 49 49 53 56 206 60 64 71 195 Act / plan 137% 150% 141% 167% 141% 150% 128% 128% 114% 123% Conversion Metrics Q1 QTD QTD Week1 Week2 Week3 Week4 FM01 Week5 Week6 Week7 Week8 FM02 Battery Flip Tablet Act 0.07% 0.05% 0.15% 0.05% 0.02% 0.05% 0.07% 0.04% 0.03% 0.02% 0.03% Revenue share Fcst -28.6% 0.09% 0.09% 0.09% 0.09% 0.09% 0.09% 0.09% 0.09% 0.09% 0.09% Act / plan 58% 171% 55% 21% 53% 75% 41% 37% 22% 33% Act 277 172 74 24 9 23 131 17 15 9 41 “Here’s what we Revenue $ Fcst -38.1% 364 46 51 51 52 201 53 54 56 163 Act / L4W 47% 160% 48% 18% 43% 65% 32% 28% 16% 25% Act 0.17% 0.13% 0.20% 0.17% 0.09% 0.12% 0.15% 0.12% 0.11% 0.08% 0.10% Conversion % Fcst -24.7% 0.20% 0.20% 0.20% 0.20% 0.20% 0.20% 0.20% 0.20% 0.20% 0.20% Act / plan 63% 98% 84% 45% 62% 73% 59% 56% 39% 51% Act 335 156 34 29 14 20 97 22 20 17 59 Number of orders Fcst -53.4% 306 41 42 42 44 125 45 46 46 137 Dell Tablet Review Act / L4W 51% 83% 70% 33% 45% 78% 49% 44% 37% 43% should talk about” iPad Alternative Engagement Metrics Q1 QTD QTD Week1 Week2 Week3 Week4 FM01 Week5 Week6 Week7 Week8 FM02 Act 113,768 71,854 13,677 9,417 8,087 9,283 40,464 8,844 8,923 13,624 31,390 Weekly Total Reach Fcst -36.8% 83,173 11,418 11,555 11,702 11,859 46,535 12,027 12,206 12,405 36,639 Act / plan 86% 120% 81% 69% 78% 87% 74% 73% 110% 86% Act 896 704 103 94 91 84 372 107 112 113 332 Convertible GiftSurfaceWin8 People Talking (k) Fcst -21.4% 888 120 122 124 127 494 129 131 134 394 Act / plan 79% 86% 77% 73% 66% 75% 83% 85% 84% 84% Video Consumption Design EXPECTED vs Creation OUTCOMES  Sentiment MEASURING increases across key SM platforms CONTENT “Here’s which DEVELOPMENT content is driving  Engagementincr eases, even with Here’s what we are engagement…” reduction of paid sharing…”  Attributable sales/clicks increase ENGAGEMENT “Here’s how we are engaging, & responding…” Radian6 Engagement Console5 Confidential + Global CSMB
  • 6. Online lifecycle: Integrate where customer & business valueare realized, across all business functionsProduct Development Marketing Online Presence• Feedback Loop • Demand Forecast • Ratings & Reviews• Early Warning • 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
  • 7. 7 Image thanks to Hugh McLeod @Gapingvoid Global Marketing
  • 8. Empower Employees:Social Media & Community University Principles Policy Governance Training & tools Global Marketing
  • 9. Listening is an ongoing commitment Our Command Center is the way:9 making for meaningful, measurable business actions Marketing Global
  • 10. Social Media Outreach Team (aka SOS) Our net-culture approach : Offer the best customer experience on social medias and forums! Listen Engage Solve• Discussions on Dell • Direct contact • Give real and usefulproducts and solutions answers to customers • Build a relation of trust• Focus on Dell property • Offer information onplatforms but be present • Discuss with customers our products, serviceson all forums! and network with and solutions influencers• Focus on customers • Turn negative intoqueries and comments positive!10 Confidential Global Marketing
  • 11. Customer Journey • Net Promoter Score is much higher when customer is solved online vs. offline • 30% of customers will go offline in general • 70% of customers will try online • 78% are solved online • 98% are satisfied about their online experience with Dell DELL Confidential Global Marketing 11
  • 12. Customers inneed are criticalopportunitiesSocial Mediagives them voice& you…Opportunities12 Global Marketing
  • 13. 1°Publication of « Astuces du Jour »36 « likers » et 45 comments« likers » engage into adiscussion with us on how toremove IE9!Reaction from « Astuces du Jour »43 « likers » and 12 comments Global Marketing
  • 14. XPS 13 Launch 360 Activation• Blogger Outreach• Influencer Relations Social Marketing• Seeding & Reviews • Social conversation calendar• Direct2Dell and One Dell Way • Amplification via Paid Social Media blog posts • XPS Marks the Spot game on• Touch & Feel via Ultrabook FacebookExperience booths in busy • Combined efforts drove:London locations − 500 posts on Twitter with a• XPS Hunt, challenge to find reach of over 350KDell-branded supercars through − Facebook reach of 181.4M withclues tweeted via @dellhomeuk; 9,000 engaged usersentrants asked tweet a photo of − Videos produced post-eventthemselves with a reason they have generated over 5,000liked the XPS 13 in return for a viewschance to win one of three XPS13 systems. Generated 145entires • 500 • 184 Million• Hands-on Interactions with the XPS 13 across • Total social/traditional/in-person reach of all activities across all activations14 Dell Confidential Global Marketing
  • 15. #XPSHunt15 Dell Confidential Global Marketing
  • 16. Fans engagement: Positive Fans rallied around to help each other with clues and posted positive messages about Dell and XPS Global Marketing
  • 17. Fans engagement: Beyond Facebook Even Microsoft got in on the action by tweeting about XPS Marks the Spot ‘Patrick the nomad’ helped XPS treasure hunters with clues and tips on his YouTube channel Global Marketing
  • 18. Fans engagement: Blogs and competition sites Global Marketing
  • 19. Social Think Tanks: live, real-time dialogue with social industry leaders on tech topics• * Listen and connect• with vocal social influencers online and in person• * Capture meaningful insights to improve relevancy of Dell products and services• * 11 events since 2011 19 Confidential Global Marketing
  • 20. Dell online experience in 2012…• 80% known solutions available • We engage with +3000 online customers every week!• Target: merge social medias • 11 languages in EMEA into standard communication channels for customer support • 98% resolve rate• Guide our customers to • 40% detractors turned into discover and share online promoters solutions Dell Confidential Global Marketing 20
  • 21. Thank you21