Our Customers Are Talking About Dell 6 “Engaging in honest, directconversations with customers and stakeholders is a part of who we are, who we’ve always been. The social web amplifies our opportunity to listen and learn and invest ourselves in two-way dialogue, enabling us to become a better company with more to offer the people who depend on us.” -Michael Dell
Dell Social Media Listening Command Center
6 wall monitors tracking:
Dell customers (influential)
Priority topics including SOV and tonality
22K+ posts monitored daily by our Ground Control Team
Monitoring in 11 languages
5 types of reports issued
Tightly integrated with our @DellCares Twitter team
Engaging 1000+ customers per week
Converting ranters to ravers at a rate of nearly 30%.
30% decline in negative commentary since engagement
Working with Influencers
Building an Online Influencer Relations Program Influencer identification project by BU, region or topic area (leveraging a tiering system) Conversation tracker (Radian6 Engagement Console lists) Interactions database (Vocus-type system) Adding key online influencers to goldlist for reputation dashboard (measurement) Going beyond virtual relationships Introducing Dell CAP Days (a ranters and ravers event) 10
Dell Customer Advisory Panel (CAP) Days 11 How it Works After: Follow-up and Action Before: Identification & Buzz CAP Days: In-person Event Build relationships with identified attendees online Gauge tone and interests through survey Set agenda based on results – Ranters & Ravers Invitees prioritized based on size of social media reach Listen, Listen, Listen! Collect feedback via artist 3rd party moderator who is well-known in the community Measure the frequency of comments around key business areas (positive and negative Gauge value to attendees through survey Monthly updates to attendees Designate relationship owners for ongoing efforts to build advocates
Success of CAP Days US: One of our leading reputation drivers in June 138M Twitter reach Coverage in outlets including Mashable, Fast Company, others. Germany: 200+ tweets from attendees 200+ posts to XPS Forum 100% of attendees said that event “Exceeded expectations” China: Over 1200 posts on Sina 90% positive tonality Coverage highlights (across Sina, RenRen, microblogs and forums) 12
Ongoing Relationship Management Monthly e-mail updates to attendees / stakeholders with progress against feedback Buddy-system between attendees and Dell attendees One-on-one communications via twitter e-mail Identifying ongoing opportunities to partner (guest blogs on Direct2Dell & The power to do more site, ongoing sharing of positive company news) 13
Implementing CAP Feedback We heard: Make it easier to find the system or accessories that will meet a specific set of needs. Dell: The newTag Team application on Facebook allows you to browse reviews and products by usage scenario in a tag cloud.
6 Simple Takeaways Consider social media impact across 6 key reputation drivers If content is king, then listening is queen Why are you listening? Listen for the sake of making changes Return and report Online influencers make for powerful advocates When building relationships, In-Person > Virtual Confidential 16
Implementing CAP Feedback We Heard: Dell needs to be helping more customers in social media with product and support issues. Dell: We’ve staffed a global support team for social media that covers 11 languages and have assisted more than 10k Dell customers in the last six months. We’ve also launched additional Twitter support accounts for Japanese, @Dell_SupportJP, and for Spanish, @AyudaDell.
Implementing CAP Feedback We heard: Too many dropped calls and unnecessary transfers. Dell: ePhone software is being launched across sites, which will improve reporting capability to track telecom Issues. Other multiple transfer reduction initiatives have been launched including queue mergers to eliminate certain types of transfers. HIP (Handle in place) capability is being developed to handle simple issues for other businesses without a transfer.
Implementing CAP Feedback We heard: Why don’t we hear more about the good work Dell is doing around the world? Dell: Dell has put a new Communications team together whose sole focus is to tell you about our Goodwill Reconnect and Bamboo Packaging programs that help our planet and communities around the world.
More Linux availability
Our line of Product (RED)
FastTrack PC shipment
removal of bloatware
redesign of the keyboard on one of Dell’s best selling laptops, the Mini 10, when customers specified that the apostrophe was positioned awkwardly and needed to be moved.