Digital marketing innovations that enhance consumer engagement<br />Marta Obrebska<br />CSMB Online Programs & Innovation<...
1. Engage Your Customers: IDEASTORM<br />OBJECTIVES:<br />Source ideas,feedback, innovation<br />and dialogue <br />RESULT...
~ 715,000 votes
~ 88,000 comments
~ 400 ideas Implemented by Dell
Created a Facebook App and ability to post ideas directly to a Facebook profile
Regularly running Storm Sessions, short-lived focus groups/discussions</li></ul>www.ideastorm.com<br />2<br />
2. Provide Something Relevant:TWITTER<br />OBJECTIVES:<br />Direct conversations, share  Dell news and offers<br />RESULTS...
Over one million followers,  now live in 12 countries and growing
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iMedia Brand Summit 2010 - Digital Marketing Innovations from Dell

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Few examples from Dell on digital marketing innovations that enhance consumer engagement

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iMedia Brand Summit 2010 - Digital Marketing Innovations from Dell

  1. 1. Digital marketing innovations that enhance consumer engagement<br />Marta Obrebska<br />CSMB Online Programs & Innovation<br />iMedia Brand Summit 2010<br />
  2. 2. 1. Engage Your Customers: IDEASTORM<br />OBJECTIVES:<br />Source ideas,feedback, innovation<br />and dialogue <br />RESULTS:<br /><ul><li>> 13,500 ideas generated
  3. 3. ~ 715,000 votes
  4. 4. ~ 88,000 comments
  5. 5. ~ 400 ideas Implemented by Dell
  6. 6. Created a Facebook App and ability to post ideas directly to a Facebook profile
  7. 7. Regularly running Storm Sessions, short-lived focus groups/discussions</li></ul>www.ideastorm.com<br />2<br />
  8. 8. 2. Provide Something Relevant:TWITTER<br />OBJECTIVES:<br />Direct conversations, share Dell news and offers<br />RESULTS:<br /><ul><li>Surpassed $9M in revenue since launch in 2007
  9. 9. Over one million followers, now live in 12 countries and growing
  10. 10. Now 35 official Dell accounts + many more personal accounts
  11. 11. One of five brands that are within the 100 most followed Twitter users. (Wholefoods, Zappos, JetBlue, and Woot are the other four). </li></ul>www.dell.com/twitter<br />
  12. 12. 3. Experiment & Innovate:DELL SWARM<br />OBJECTIVES:<br />Test the concept of social & collaborative shopping<br />HOW IT WORKS:<br /><ul><li>The more people commit to a Swarm, the better the price gets
  13. 13. Encourages collaboration and sharing
  14. 14. Pilot first launched in Singapore, going live in US/CA in 2010
  15. 15. Tested on university students first, now working on making it more appealing for the mainstream
  16. 16. No results to share yet. </li></ul>www.dellswarm.com/sg<br />4<br />
  17. 17. Visit us around the Web <br /> www.dell.com<br /> www.dell.com/conversations<br /> www.direct2dell.com<br /> www.dell.com/twitter<br />www.slideshare.net/dell_inc<br />www.youtube.com/user/DellVlog<br /> www.flickr.com/photos/dellphotos/<br />www.facebook.com/dell<br />
  18. 18. BACKUP<br />
  19. 19. MEASUREMENTS SHOULD REFLECT OBJECTIVES<br />Blogs<br />Technorati ranking, Guest bloggers, Traffic, Conversation index, cost per sale<br />Forums<br />Posts and views, Accepted Solutions, VIP engagement, Opex savings<br />Social Media<br />Online Sentiment (positive, neutral, negative), net promoter score, issue prevention Opex savings<br />IdeaStorm<br />Site participation, Ideas implemented<br />Twitter<br />Followers, conversation index, cost per sale<br />7<br />
  20. 20. SOCIAL MEDIA IS NOW PART OF EVERYONE’S JOB<br />Central <br />Team<br />TODAY<br />DISTRIBUTED MODEL<br />EARLY DAYS<br />INCUBATION<br />Embedded in the business<br />Incubated all social media activity in Public Relations<br />DELL CONFIDENTIAL<br />8<br />
  21. 21. ONLINE OUTREACH ASSESSMENT<br />NEW BLOG POST FOUND<br />Is the post positive?<br />FINAL EVALUATION<br />You can agree with <br />post, let it stand or <br />provide a positive review.<br />Will you respond?<br />YES<br />MONITOR ONLY<br />Avoid flame wars. Monitor the<br />site for relevant information <br />and comments.<br />MONITOR ONLY<br />Avoid flame wars. Monitor the<br />site for relevant information <br />and comments.<br />NO<br />AGGRESSIVE<br />Is the site overly negative and dedicated to <br />ridiculing others?<br />YES<br />NO<br />YES<br />NO<br />CORRECT THE FACTS<br />Comment with <br />factual information in <br />comment field. <br />CORRECT THE FACTS<br />Comment with <br />factual information in <br />comment field. <br />MISGUIDED<br />Does the post have the facts wrong?<br />MISGUIDED<br />Does the post have the facts wrong?<br />MISGUIDED<br />Does the post have the facts wrong?<br />NO RESPONSE<br />Let the post <br />stand.<br />NO RESPONSE<br />Let the post <br />stand.<br />NO RESPONSE<br />Let the post <br />stand.<br />YES<br />NO<br />ACTIONABLE ISSUE<br />Does the post detail an unresolved customer issue? <br />ACTIONABLE ISSUE<br />Does the post detail an unresolved customer issue? <br />SUPPORT<br />Rectify the situation.<br />Respond and act upon <br />a reasonable solution.<br />e.g. Escalate the <br />issue internally.<br />SUPPORT<br />Rectify the situation.<br />Respond and act upon <br />a reasonable solution.<br />e.g. Escalate the <br />issue internally.<br />YES<br />NO<br />FINAL EVALUATION<br />Base response on present circumstances, <br />site influence and stakeholder prominence. <br />Will you respond? <br />FINAL EVALUATION<br />Base response on present circumstances, <br />site influence and stakeholder prominence. <br />Will you respond? <br />FINAL EVALUATION<br />Base response on present circumstances, <br />site influence and stakeholder prominence. <br />Will you respond? <br />NO RESPONSE<br />Let the post <br />stand.<br />NO RESPONSE<br />Let the post <br />stand.<br />NO RESPONSE<br />Let the post <br />stand.<br />NO<br />YES<br />BLOG RESPONSE CHECKLIST<br />TRANSPARENCY<br />OF ORIGIN<br />Your association <br />with Dell is clear. <br />e.g. KerryatDell<br />A CLEAR GOAL<br />Your response aims to<br /> achieve a desired goal.<br />Inform/Guide/<br />Document/Thank <br />PERSONALISED<br />Your response is<br />not generic. You have<br />thoroughly read the blog<br />and all related entries. <br />TONE<br />Your response <br />is conversational and<br />makes a positive<br />statement.<br />CUSTOMER FOCUSED<br />Your response <br />positions you <br />as a true customer <br />advocate. <br />TRANSPARENCY<br />OF ORIGIN<br />Your association <br />with Dell is clear. <br />e.g. MartaatDell<br />A CLEAR GOAL<br />Your response aims to<br /> achieve a desired goal.<br />Inform/Guide/<br />Document/Thank <br />9<br />

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