Dell's Social Media Journey - econsultancy Masterclasses, November 2009

DELL’S SOCIAL MEDIA JOURNEY
Kerry Bridge, Communications, Dell Inc.
Econsultancy – Online Marketing Masterclasses
November 17, 2009

KEY LESSONS ALONG OUR JOURNEY

1. CUSTOMERS Are Discussing and Defining your brand every day… BOTH ON AND OFF YOUR SITE

4,000 mentions
a day
4

ONLINE OUTREACH
OBJECTIVES:
Listen to customers
Insert Dell’s Point of view
Resolve issues. Engage.
RESULTS:
Responses on hundreds of blogs
VERY positive customer responses
Negative sentiment online quickly cut in half
> Invite customers to useful content on Dell site.

ONLINE OUTREACH ASSESSMENT
NEW BLOG POST FOUND
Is the post positive?
FINAL EVALUATION
You can agree with
post, let it stand or
provide a positive review.
Will you respond?
YES
MONITOR ONLY
Avoid flame wars. Monitor the
site for relevant information
and comments.
NO
AGGRESSIVE
Is the site overly negative and dedicated to
ridiculing others?
YES
NO
YES
NO
CORRECT THE FACTS
Comment with
factual information in
comment field.
MISGUIDED
Does the post have the facts wrong?
NO RESPONSE
Let the post
stand.
YES
NO
ACTIONABLE ISSUE
Does the post detail an unresolved customer issue?
SUPPORT
Rectify the situation.
Respond and act upon
a reasonable solution.
e.g. Escalate the
issue internally.
YES
NO
FINAL EVALUATION
Base response on present circumstances,
site influence and stakeholder prominence.
Will you respond?
NO RESPONSE
Let the post
stand.
NO
YES
BLOG RESPONSE CHECKLIST
TRANSPARENCY
OF ORIGIN
Your association
with Dell is clear.
e.g. KerryatDell
A CLEAR GOAL
Your response aims to
achieve a desired goal.
Inform/Guide/
Document/Thank
PERSONALISED
Your response is
not generic. You have
thoroughly read the blog
and all related entries.
TONE
Your response
is conversational and
makes a positive
statement.
CUSTOMER FOCUSED
Your response
positions you
as a true customer
advocate.
6

COMMUNITY FORUMS
OBJECTIVE:
Peer to peer communications. Unleash Dell fans
RESULTS:
More than 1.5 M members engaged in user-to-user dialogue
5K - 10K posts a week
Topics range from support pre-purchase enthusiast
15,000 accepted solutions
7

EMPOWERED OUR CUSTOMERS TO SHARE THEIR KNOWLEDGE
Solved button added to Original Post; clicking it will take user to Accepted Solution
Accepted Solution Post Turns Green and logo added
8

2. TRANSPARENCY AND AUTHENTICITY ARE KEY

how credible is a company?
DELL CONFIDENTIAL
10
Source: http://www.edelman.co.uk/trustbarometer

DIRECT2DELL NETWORK
OBJECTIVE:
Transparent, candid and timely communication
RESULTS:
Millions page views/week
Available in Chinese, English, Spanish and Japanese
Blogs cover areas of Dell business in more detail – Enterprise IT, Small Business, Education, Investors etc
Guest influencers join the conversation
www.direct2dell.com
11

3. BE WHERE YOUR CUSTOMERS ARE & PROVIDE SOMETHING USEFUL

TWITTER
OBJECTIVES:
- Direct conversations
- Share Dell News
- Share Dell Offers
RESULTS:
@DellOutlet 80th most popular Twitter account with over 1.4M followers.
Sold more than $2M in merchandise since 2007, $1M browsing.
Now 35 official Dell accounts + many more personal accounts
www.dell.com/twitterDell OutletUK

4. OPEN SOURCE IDEAS TRANSFORMED THE WAY WE OPERATE

IDEASTORM
OBJECTIVES:
Encourage ideas,feedback, innovation
and dialogue
RESULTS:
>12,000 ideas generated by the community
~700,000 promotions of ideas
>87,000 comments
~400 ideas Implemented by Dell
Created a Facebook App and ability to post ideas directly to a Facebook profile
www.ideastorm.com
15

CUSTOMER-INSPIRED LAPTOP
COLOR OPTIONS
A LITTLE ZING TO BUSINESS LAPTOPS
13.3-INCH DISPLAY COMPACT, BUT BIG ENOUGH TO FIT A FULL-SIZED KEYBOARD UNDERNEATH
BETTER BATTERY LIFE
UP TO 19 HOURS ON A SINGLE CHARGE
FINGERPRINT READER
EXTRA SECURITY APPEASES JITTERY MANAGERS
eSATA PORT
LETS USERS CONNECT EXTERNAL HARD DRIVES AT FAST SPEEDS
BACKLIT KEYBOARD
FOR WORKING IN THE DARK
16

5. DEFINING A MEASUREMENT SYSTEM IS CRITICAL TO INTERNAL BUY-IN

Blogs
Technorati ranking, Guest bloggers, Traffic, Conversation index, cost per sale
Forums
Posts and views, Accepted Solutions, VIP engagement, Opex savings
Social Media
Online Sentiment (positive, neutral, negative), net promoter score, issue prevention Opex savings
IdeaStorm
Site participation, Ideas implemented
Twitter
Followers, conversation index, cost per sale
A. MEASUREMENTS SHOULD REFLECT OBJECTIVES
DELL CONFIDENTIAL
18

Investment actionreaction non-financial financial
cost of impact gain
B. FINANCIAL and Non-financial impact
DELL CONFIDENTIAL
YouTube views
Impressions
Opex savings
Customer complaints
Social mention
Paid search savings
Support savings
Website visitors
Positive press
Issue prevention
Online Sentiment (positive, neutral, negative)
Facebook friends
Traffic to purchase path
Ideas implemented
Cost per sale
Increased call volume
Blog comment ratio
Cost per membership
Re-tweets
Discount codes used
SEO
Cost per visit
Cost per call
Technorati ranking
Click-throughs
members
Customer Loyalty
Competition entries
Twitter followers
traffic
Net promoter score
Positive WOM
Competitor comparisons
19

6. SOCIAL MEDIA IS NO LONGER THE JOB OF JUST THE SOCIAL MEDIA TEAM

SOCIAL MEDIA IS NOW PART OF EVERYONE’S JOB
Central
Team
TODAY
DISTRIBUTED MODEL
EARLY DAYS
INCUBATION
Embedded in the business
Incubated all social media activity in Public Relations
DELL CONFIDENTIAL
21

FINAL THOUGHTS
Be transparent about your companies origin
Be where your customers are
Add something of value
Set time parameters
Be clear about your objectives
Measure both financial and non-financial benefits
Be a person – have fun!
22

http://ameblo.jp	96
http://www.slideshare.net	16
http://social-advertising-blog.com	6
http://www.netvibes.com	2
http://tweetree.com	1
http://www.paperblog.fr	1

Dell's Social Media Journey - econsultancy Masterclasses, November 2009

by Kerry Bridge on Nov 19, 2009

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Dell’s Social Media Journey - econsultancy Masterclasses, November 2009 — Presentation Transcript