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Dell - Intimacy and Scale in Social Media

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Dell's VP of Social Media and Community presents on Intimacy and Scale: Using Social Media to Manage Your Brand. Marketing 2 Conference, Paris. March 22, 2010

Dell's VP of Social Media and Community presents on Intimacy and Scale: Using Social Media to Manage Your Brand. Marketing 2 Conference, Paris. March 22, 2010


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  • total $600 billion global advertising market (http://techcrunch.com/2008/02/26/estimates-put-internet-advertising-at-21-billion-in-us-45-billion-globally/)
  • Intimate = a relationship and real connections, not implied brand vallues.
  • Not going to take it anymoreIn 1980, more than 90% of television viewers were tuned in to one of these three networks during prime time. By 2005, the season ending average prime-time share of the Big Three networks had fallen to 32%. This means that during the 2004-2005 television season, fewer than one in three households using television during prime time were tuned to ABC, CBS, or NBC (Head, Sterling, & Schofield, 1984, p. 105; Nielsen Media Research, 2005; Owen & Wildman, 1992). http://findarticles.com/p/articles/mi_m6836/is_1_52/ai_n25130645/It’s unlikely that a broadcast network is ever again going to create a megahit like The Cosby Show, which at its mid-’80s peak drew as many as 50 million viewers an episode. For several years now, TV’s top event has been Fox’s American Idol. Last season, it drew 28.8 million viewers a week. http://www.portfolio.com/culture-lifestyle/culture-inc/arts/2008/08/13/Tracing-the-Decline-of-Network-TV/
  • significance of changes in communications since cyberspace opened its doors in 1991. Current estimates put the worldwide online population at a staggering 580 million*
  • How to manage that moving blob
  • How to manage that moving blob
  • Transcript

    • 1. Intimacy and Scale: Using Social Media to Manage Your Brand
      Manish Mehta, Vice President, Social Media and Community
      Marketing 2 Conference, Paris – March 22, 2010
    • 2. History
      2
    • 3. Enabling Scale thru Technology
      Fundamentals
      3
    • 4. Conversations
      4
    • 5. The pinnacle of mass media:Intimate to watch …… produced on huge scale
      5
    • 6. Extensive reach… but no real connections or interactions
      6
    • 7. Over time, more sophisticated smarter & appealing
      7
    • 8. Soon, a television in every room, a station for everyone, advertising for all. Scale not intimate …
    • 9. THE CONNECTED EFFECT
      Short Attention Span
      Media Overload
      Proactive Avoidance
      Aversion To Intrusion
    • 10. Along comes the interactive Web.Fragmented targets,interactive & engaging, more choice, more niches than broadcast
    • 11. Users begin engaging with content, sharing links, moving around, connecting widely across the web.Scalable, right?
      11
    • 12. Think in clusters.Conversation clusters can scale.Find the clusters that matter to your business.You can create remarkable intimacy if you engage in relevant conversations that matter.
      12
      Customer
      Support
      Marketing
      Product quality & suggestions
      Sustainability, green products
      Purchase
      decisions
    • 13. Criteria For Scaling Success
      Listen
      Value what you hear
      Segment (cluster)
      Areas of expertise (cluster)
      Open to continuous improvement
      Enable and empower your people
      Trust them
      Provide tools to do the job
      People connect with people
      13
      Confidential
    • 14. Inside an Enterprise
      Empower Heroes
      Create a hub & spoke governance model
      Embed across the fabric of the Enterprise
      Find passionate clusters
      Tops down support
      14
      Confidential
      Scalable
    • 15. Scalable?
      15
    • 16. 16
      Scaling is an evolution.
      Business fundamentals do not change.
    • 17. Enabling Scale thru Technology
      Fundamentals
      17
    • 18. Journey back in time …
    • 19. The Neighborhood Business
      Great Business Fundamentals
      • Think back 50+ years ago
      • 20. What made the best small businesses thrive?
      • 21. Think about your favorite family restaurant – local to where you lived and grew up
      • 22. What practical and pragmatic approaches did they take to satisfy and build loyal customers?
      • 23. Can we achieve the same customer intimacy and success today?
    • Business Best Practices to Build Brand Intimacy
      Neighborhood
      Web-Enabled
      Convenience
      Comfort of home , anywhere else
      Great Product & Experience
      Broad product choices, experience
      Recognition, Personal Service, Attention
      CRM, tracking history, personalized
      Thank you & Appreciation
      Surprise & delight fans
      Interactions: expert answers, ratings reviews
      Listening & Conversations
      Suggestions & Action
      Ideas, voted by crowd, response
    • 24. Convenience
      More convenient every day to more people in more ways
      More welcoming?
      Feel special?
    • 25. Products & Services
      Richly showcase products; can also be powerfully “efficient & effective”
      Deliver delightful and personal service?
    • 26. Recognize & Personalize
      Recognize returning visitors, offer recommendations based on behavior
      Good at context –
      adjust our approach?
    • 27. Thank You & Appreciation
      Acknowledgement, follow-up emails, coupons and offers
      Surprise and delight? Turn promoters into ravers?
    • 28. Start simple
    • 29. Listening and Conversations
      Web conversations (forums, blogs, social networks). Ratings & reviews
      Actively listening & responding?
    • 30. Everywhere?
    • 31. Suggestions & Action
      Online feedback and surveys
      Ask for ideas? Take timely action?
    • 32. Business grew and succeeded based on word of mouth
      … and they still do …
      … more so with the social Web
    • 33. Conversations matter …
    • 34. Applying these lessons to any business or brand of any size, to any channel, including online… and we learn the fundamentals don’t change.
      … intimacy has value and brings a brand to life
    • 35. Lessons Learned
      At Dell: We’re learning and engaging daily to build a better business
      Connect directly with customers … like the neighborhood restaurant
      Many opportunities to thank, appreciate and delight
      Listen and respond, bring the experience with the brand to life
      Welcome suggestions, focus on business and customer value
    • 36. Being Human
      33
      Successful
      Neighborhood
      Business
      Biz
      Social Web
    • 37. It’s not about shiny objects
      It’s about pragmatic approaches that the best businesses take to continuously improve
      Smart business fundamentals never change
    • 38. Enabling Scale thru Technology
      Fundamentals
      35
    • 39. Connecting Around the Web
      www.dell.com
      www.dell.com/conversations
      www.direct2dell.com
      www.dell.com/twitter
      http://www.slideshare.net/dell_inc
      http://www.youtube.com/user/DellVlog
      http://www.flickr.com/photos/dellphotos/
      http://www.facebook.com/dell
      Thank You
    • 40. 37
      Slide 2: http://www.flickr.com/photos/chavals/3045853162/
      Slide 5: http://www.hdtvonthedish.com/Images/645px-Family_Watching_TV_in_the_1950s.jpg
      Slide 6: http://farm1.static.flickr.com/204/517780061_f67004efd4.jpg?v=0
      Slide 7: http://mediaxstream.tv/wp-content/uploads/2009/04/istock_000006091595xsmall.jpg
      Fridge: http://taxine.com/fullerspicer/tds_furness.jpg
      Channel:http://4.bp.blogspot.com/_RHZ80ROtQ6k/SeWK8Vl79MI/AAAAAAAADUM/jIgFJV1QaI8/s400/ChanelNo22a.jpg
      Slide 8: http://retrothing.typepad.com/photos/uncategorized/2008/06/23/consumerreports.jpg
      Slide 11 and 12: http://datamining.typepad.com/gallery/blog-map-gallery.html
      Slide 19: http://www.flickr.com/photos/lawatt/2668593958/; http://www.flickr.com/photos/calhobbes74/2115741812
      Slide 21: www.themeadteagardens.co.uk/
      Slide 22:http://www.flickr.com/photos/yeungkeefu/218541818
      Slide 24: http://img.dailymail.co.uk/i/pix/2008/03_01/smileDM0403_468x484.jpg
      Slide 25: http://www.cherylmouchette.com/images/handshake.jpg
      Slide 26: www.chapelhillmemories.com/cat/8/118
      Slide 27: http://images.easyart.com/i/prints/rw/en_easyart/lg/8/7/Couple-enjoy-a-cuddle-on-a-park-bench-MirrorPix-87883.jpg
      Slide 28: http://farm3.static.flickr.com/2201/2089058279_19e60328a4.jpg
      Slide 29: http://www.gettyimages.com/detail/10091911/The-Image-Bank
      Slide 30: www.nycgovparks.org/.../restaurant.html
      Slide 34: http://farm1.static.flickr.com/163/343982934_5610d4fddf.jpg?v=0