BUSINESS COMMUNICATIONS
TRADITIONAL MEDIA LOSE AUTHORITY
BLOGS GAIN RELEVANCE
 WHO DEFINES NEWS IS NOT ALWAYS MAINSTREAM MEDIA
– Bloggers routinely break news, leaving traditional media to
follow.
– ―News‖ now includes people sharing and publishing what
information – and opinions – they have.
“We don’t own the news anymore.” Richard Sambrook, Director of
BBC,Global News
―The blogosphere has made the global discussion so
much richer — and each of us so much more
transparent.‖ Tom Friedman, The New York Times

PEOPLE ARE
NOW
EMPOWERED.
TECHNOLOGY
ENABLE
S. HUMANITY
RULES.

―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.”
Michael Dell,
BusinessWeek

CHANGING HOW WE DEFINE AND
ENGAGE
Resolve Tell Our Story
• Direct2Dell now leading blog
Dissatisfaction & serves as ―voice‖ of Dell
Join Share Content
Conversations & Collect Ideas
• Enter conversations via blog • StudioDell, IdeaStorm
posts, Twitter, Facebook, YouTube, etc. • Blogger Roundtables

ANTE TO PLAY
THE GAME
Transparency
Speed
Accuracy
Personal way of conversing/engaging/
thinking
Ability to add value (vs. pushing
messages)
Discipline to retrace your steps

WHAT WE’VE
LEARNED
 When we engage, outcome is almost always positive
 Think differently about how and when to “respond”
 It’s OK that customers are in control
 Social media can put a human face on your company
 It’s also an effective early warning system
 Apologies, and thanks, are golden
 Companies that listen, learn and act can:
Improve products, services, processes
Enhance their relevance,
Build affinity, loyalty and trust

THE ELEPHANT IN THE ROOM
Conversations should be Be honest, transparent, and
public human
Words can be as People want to hear from
someone that’s “like
powerful as actions
them”
Speak with your Small sites can open
customers, not to them up big sites

BLOG ASSESSMENT
NEW BLOG POST FOUND
FINAL EVALUATION YES
You can agree with Is the post positive?
post, let it stand or
provide a positive review. NO MONITOR ONLY
Will you respond?
Avoid flame wars. Monitor the
AGGRESSIVE site for relevant information
Is the site overly negative and dedicated to YES and comments.
ridiculing others?
NO
YES
NO
CORRECT THE FACTS
NO RESPONSE MISGUIDED Comment with
YES
Let the post Does the post have the facts wrong? factual information in
stand. comment field.
NO
ACTIONABLE ISSUE
SUPPORT
Does the post detail an unresolved customer issue? YES
Rectify the situation.
NO Respond and act upon
a reasonable solution.
e.g. Escalate the
FINAL EVALUATION
NO RESPONSE issue internally.
Base response on present circumstances,
NO
Let the post
site influence and stakeholder prominence.
stand.
Will you respond?
YES
BLOG RESPONSE CHECKLIST
TRANSPARENCY A CLEAR GOAL PERSONALISED TONE CUSTOMER FOCUSED
OF ORIGIN Your response aims to Your response is Your response Your response
Your association achieve a desired goal. not generic. You have is conversational and positions you
with Dell is clear. Inform/Guide/ thoroughly read the blog makes a positive as a true customer
e.g. KerryatDell Document/Thank and all related entries. statement. advocate.

COMMUNITIES ARE DIFFERENT
And the outreach approach to each is also different…
Blogs
Speak to the host, but mindful of
One person generally controls
your fellow commenters
the topic while others
comment
Forums
Speak to crowd. Direct towards
Everyone contributes both
specific posts as needed
topic and discussion
Online Media Outlets
Speak to the author through
Generally either a very
email, but also make comment
controlled conversation, or a
thread aware
sea of disconnected voices
Twitter Conversation can happen fast- be
Your public IM prepared to move to email
Facebook
Limited outreach- make use of
The Great Gated Community outside tools to move conversation