iMedia Brand Summit 2010 - Digital Marketing Innovations from Dell
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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

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 iMedia Brand Summit 2010 - Digital Marketing Innovations from Dell Presentation Transcript

  • Digital marketing innovations that enhance consumer engagement
    Marta Obrebska
    CSMB Online Programs & Innovation
    iMedia Brand Summit 2010
  • 1. Engage Your Customers: IDEASTORM
    OBJECTIVES:
    Source ideas,feedback, innovation
    and dialogue
    RESULTS:
    • > 13,500 ideas generated
    • ~ 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
    www.ideastorm.com
    2
  • 2. Provide Something Relevant:TWITTER
    OBJECTIVES:
    Direct conversations, share Dell news and offers
    RESULTS:
    • Surpassed $9M in revenue since launch in 2007
    • Over one million followers, now live in 12 countries and growing
    • Now 35 official Dell accounts + many more personal accounts
    • One of five brands that are within the 100 most followed Twitter users. (Wholefoods, Zappos, JetBlue, and Woot are the other four).
    www.dell.com/twitter
  • 3. Experiment & Innovate:DELL SWARM
    OBJECTIVES:
    Test the concept of social & collaborative shopping
    HOW IT WORKS:
    • The more people commit to a Swarm, the better the price gets
    • Encourages collaboration and sharing
    • Pilot first launched in Singapore, going live in US/CA in 2010
    • Tested on university students first, now working on making it more appealing for the mainstream
    • No results to share yet.
    www.dellswarm.com/sg
    4
  • Visit us around the Web
    www.dell.com
    www.dell.com/conversations
    www.direct2dell.com
    www.dell.com/twitter
    www.slideshare.net/dell_inc
    www.youtube.com/user/DellVlog
    www.flickr.com/photos/dellphotos/
    www.facebook.com/dell
  • BACKUP
  • MEASUREMENTS SHOULD REFLECT OBJECTIVES
    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
    7
  • 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
    8
  • 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.
    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.
    CORRECT THE FACTS
    Comment with
    factual information in
    comment field.
    MISGUIDED
    Does the post have the facts wrong?
    MISGUIDED
    Does the post have the facts wrong?
    MISGUIDED
    Does the post have the facts wrong?
    NO RESPONSE
    Let the post
    stand.
    NO RESPONSE
    Let the post
    stand.
    NO RESPONSE
    Let the post
    stand.
    YES
    NO
    ACTIONABLE ISSUE
    Does the post detail an unresolved customer issue?
    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.
    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?
    FINAL EVALUATION
    Base response on present circumstances,
    site influence and stakeholder prominence.
    Will you respond?
    FINAL EVALUATION
    Base response on present circumstances,
    site influence and stakeholder prominence.
    Will you respond?
    NO RESPONSE
    Let the post
    stand.
    NO RESPONSE
    Let the post
    stand.
    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.
    TRANSPARENCY
    OF ORIGIN
    Your association
    with Dell is clear.
    e.g. MartaatDell
    A CLEAR GOAL
    Your response aims to
    achieve a desired goal.
    Inform/Guide/
    Document/Thank
    9