So So Social Media Strategy

DELL CONFIDENTIAL
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SOCIAL MEDIA STRATEGY
Lionel Menchaca, Richard Binhammer
Social South
Birmingham, Alabama
August 2009

AN OVERVIEW
Social Media
Traditional Communications
Mass media and Regions
Customization and Global
Control and Push Message
Conversation and Collaboration
Institutions (print, broadcast, ad-buys)
People and Relationships
80:20 media relations
20:80 media relations
Issues Management
Rapid Response
Deadlines
Real time
Just the Facts
Facts and Feelings
Powerful Media (who matters)
Powerful Networks
Target Audience
Communities
Announce-All Answers
Listen, Collaborate, Input, Act

The WORLD THAT WAS…
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Lionel’s World
Pre-Direct2Dell

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Richard’s World, Pre-Lionel
Graphic thanks to Kathy Sierra at “Creating Passionate Users”

…And the World Was Good…
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…Except for background rumblings

OUR WORLD IS CHANGING
The online population will double in 4-5 years from 1bn to 2bn
Fast growing and emerging markets are leading the way
120 MM people online in China…less than 10% of the population
Media
Transformation

Customer communication can start from anywhere today
Single blog posts can have as much power as major news stories
Citizens are now publishers and content providers

Content is exploding

More content on YouTube in 2006 than on the web in 2000

Lionel said: “YOU CARE
ABOUT
SOCIAL MEDIA because….

DELL’S DIRECT MODEL, ONLINE HERITAGE, CEO said:
2 billion conversations/day
“With respect to 2005 and 2006, I don’t think there was a single event but rather a series of events that came together. The marketplace changed, global markets expanded and there was tremendous growth in the blogosphere. What’s most important, in the long run, is how we learn from any situation and improve for our customers…”
Michael Dell Q & A with Shel Israel,
January 19, 2008

THE CONNECTED EFFECT
Short Attention Span
Media Overload
Proactive Avoidance
Aversion To Intrusion
And RichardatDell thought:
Networked , Direct Connections

THE DELL STRATEGY
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4000 + CONVERSATIONS
DAILY
ROLL ON BY
LISTEN, LEARN ANDPARTICIPATE

CHANGING HOW WE DEFINE and ENGAGE
Tell Our Story
Resolve Dissatisfaction
Share Content & Collect Ideas
Join Conversations

Direct2Dell
OBJECTIVE:
Engage customers by sharing information that matters to them
RESULTS:
Direct2Dell exists in 5 languages
About 200K page views per month
Almost 1,000 posts since July 2006
Over 25,000 comments
More than 100 contributors

Lesson 1: Plan, but go where conversations takes you
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LESSON 2: MULTI-PRONGED STRATEGY: JOIN CONVERSATIONS AND PARTICIPATE
Customer support
Blog Response
Direct2Dell
Dell Tech Center
IdeaStorm
StudioDell
Facebook
(both Consumer
and SMB)
Internal Blogs
EmployeeStorm
Dell on Twitter @DellOutlet, employees
Ratings & Reviews
Inside IT, Dell Tech Center, DellShares, Edu4u
Digital Nomads
Dell on Flickrand YouTube

LESSON 3: IT’S A BIG WORLD OUT THERE
Content Syndication = go where the conversations are happening
Dell Community
600,000 users per quarter
Dell.com
Over 100 million users per quarter
Total online population = more than 1.5 billion

LESSON 4: ONLINE & OFFLINE INTERACT TOGETHER
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LESSON 5
NEW CUSTOMERS
75% TRUST THEIR PEERS, NOT ADVERTISING
FIND YOUR FANS!
PREFERENCE- BASED CONTACT
1.45 BILLION REASONS
TOENGAGE
HUMANIZE YOUR
COMPANY
PARTNERS
BECOME PART OF YOUR CUSTOMER’S WORLD,
NOT REVERSE
YOUR KNOWLEDGE

A LOOK AHEAD… ….althOUGHstrategy is one thing, but there’s no substitute for action
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HOW TO START?
Rule #1 about social media content: You do not own the content you create… your customers do
In many cases, a blog is not the place to start; Sounds cliché, but start by listening… then decide where/ how to engage first

Producing content via the same social media tools your customers use allows 3 things:

Makes your content sharable
Gets your content to customers where they are
Gives you a reason to connect with fans

SOCIAL WEB STARTING TO EVOLVE
How do we reach customers in different social networks?
We’re still in the early stages of the social web
Shared ID options
Dell on other sites
Forrester’s Five Eras of the Social Web - Jeremiah Owyang

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THE STUMBLING
BLOCKS
COMMITTEES RULES
A MILLION REASONS
NOT TO ENGAGE
GOOD IDEA, DO IT NEXT YEAR
OUR CURRENT MODEL WORKS FINE, WHY CHANGE?
WE DON’T WANT NEGATIVITY
WHAT’S OUR STRATEGY?
WE DON’T HAVE THE EXPERIENCE
WHAT IF CUSTOMERS ASK FOR SOMETHING WE CAN’T DELIVER?
FEAR
“WE’RE B2B”

THE POTENTIAL OF SOCIAL MEDIA
From telling and selling Engagement
One-way messaging Conversation
Reliance on “others” Direct connections Results
Better products and services meeting customer needs
Long-term, honest and authentic customer relationships
Provide value for customers
Activate vocal fans and employees
Competitive differentiation
Affinity, loyalty and trust

“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

Key Coordinates:
www.dell.com/conversations
www.direct2dell.com
http://richardatDELL.blogspot.com
del.icio.us
Richard_Binhammer@dell.com
Lionel MenchacaDell on SlideShare: www.slideshare.net/Dell_IncDell on Flickr: www.flickr.com/photos/dellphotosDell on YouTube: www.youtube.com/dellvlogDell & Twitter: Dell.com/TwitterMe on Twitter: @LionelatDell