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Social Media ROI Measurement
 “The Good, the Bad & the Ugly”
• eMetrics Conference - Toronto
• March 2012

  Natalie Kortum - marketingmathgirl.com
  Brian Melinat  - @BrianMelinat
Dell’s Online Heritage: Critical Enabler
                                                    Leader in online
                                 First company to      frictionless
         First to sell complex
                                 hit $1M a day in   commerce from
          configurable items
                                  online revenue    order to delivery




           One of the first      One of the first
                                 companies to       Early adopter of
          to launch online
                                 launch online       social media
         discussion forums
                                    support




   2
Natalie Kortum & Brian Melinat              2
Over seven years of social media experience
                                                                                                                                                              June 2009           Altimeter
                                                                                         March 2008                                                                            recognized Dell                Dell
                                     February 2007                                       Accepted Solutions                                                   Global Twitter       with “Open                 named
February 2006                        IdeaStorm launched                                  launched on Community                                                revenues of      Leadership Award               the No.
                                   A voting based site allowing                                                                                               $6.5 M           for Innovation and
Michael Dell asked                 customers and others to
                                                                                         Dell France begins Online May 2008                                                                                   1 most
                                                                                         Community Outreach                                                                         Execution”
Why don’t we reach out and help    submit ideas for Dell.                                                          Dell Outlet achieved                                                                       social
bloggers with tech support issues?                          October 2007                                           $0.5M in sales via Twitter                                                                 brand
                                                            Michael Dell quoted in Business                                                                           March
                  December 2006                             Week                                                                                                      2010
                  Ratings and                               In response to Jeff Jarvis question around                                                                Dell
                                                            whether companies want to be part of the                       January 2009                               joins
                  reviews launched                          online conversation: ”My argument is you                                                                              December 2010
                                                                                                                           Dell Organizes       June 2009             Sina
                  on Dell.com                               absolutely do. You can learn from them. You                                                                            Social Media
                                                            can improve your reaction time. And you can                    into four            $2M+ Sales            Weibo          Listening
                                                            be a better company by listening and being                     customer             via Twitter           in            Command
                                                            involved in that conversation.”                                focused                                    China       Center launched
                                                                                                                           business units
  2006                                        2007                                              2008                                     2009                         2010                    2011                2012
                                                                                                                                                                        Social Media &
               July 2006                                                                                                                                                Community
                                                                 June 2007                                                                          2009                University (SMaC U)
               Direct2Dell launched
               Today Direct2Dell exists in                       Dell joined Twitter                                  June 2008                     Dell TechCenter     launched
               English, Spanish, Norwegian,                                                                           Channel                                           5,000 team
                                                                 EmployeeStorm                  January                            Spring 2009                          members trained by 6 Awards for the
               Japanese and Chinese.                                                                                  blog                               December
                                                                 launched                       2008                               Members of                           end of year        Social Media Listening
                                                                                                                      launched                           2009
                                                                 Internal Blogs Launched        Dell aligns                        Community                                                Command Center
                                                                                                                                                         Huffington
                                  January 2007
                                                                 for Employees.
                                                                                                organization                       and
                                                                                                                                                         Post Blog
                                  StudioDell launched                     November 2007         for success                        Conversations                         B2B pages on
                                  Dell’s video and podcast site, with     DellShares                                               deployed                              Facebook
August 2006                       helpful tips and tricks. Eventually
                                                                          launched                                                 within each of
                                  expanding this into the YouTube                                    April 2008
Blog outreach                                                             The first investor                                       the new Dell
                                  channel making sharing easier.                                     Inside IT launched                                                              June 2010
expanded beyond                                                           relations blog by a        Blog focused on business      Business units
                                                                          public company.                                                                                            CAP Days launched
tech Support                                                                                         customers, and Cloud                                                            In-person events for vocal
                                                                                                     Computing.                                                                      online customers




        3                                                                                                                                                               Global Marketing
Natalie Kortum & Brian Melinat                                                                                       3
Easier                                              Advanced
                              KPIs/               Direct              Neural Net
                           Dashboards           Attribution            Modeling
                        • Scorecarding/       • Comparison of      • Strategic
                          tracking Social       Social Media to      Modeling to
                          Media progression     non-Social Media     understand
                                                customers            Revenue impacts

    The
    Good
    The Bad

    The
    Ugly
                                                4
Natalie Kortum & Brian Melinat
Social Media Analytics usually start with basic tracking metrics

 Social Media Analytics Phase I
 • Convincing the business that Social Media
   participation is “valuable” or worthwhile

 • Answering Exec question:
    “Why should we be investing in
    Social Media?”
 • Intuitively, we know there is Business Value in:
      –   Engaging customers to develop relationships
      –   Providing service/support via social channels
      –   Listening to social for issue early detection
      –   And more…

 • As analysts, we need to provide quantified
   insights                                                   http://trackandfieldathletesassociation.org/blog/wp-content/uploads/2012/05/Track-Starting-Blocks.jpg




                                                          5                                                               Global Marketing
Natalie Kortum & Brian Melinat
These core Social Media metrics often provide the
  foundation in Social Media analytics

                      Number of Fans and
                                                Engagement
                      Followers


                                                Traffic Delivered to Company
                      Conversation Volume
                                                Website



                      Reach                     Share of Voice




                      Sentiment                 Trends Over Time


                                            6                    Global Marketing
Natalie Kortum & Brian Melinat
Most companies today recognize the value of Social Media
  and are familiar with (and likely track) the core metrics
                                                                                                                       Number of
                                               Number of
    Corporate Facebook Pages                                                Corporate Twitter Accounts                 Companies
                                               Companies           %                                                                        %
    by Industry*                                                            by Industry*                               w/Twitter
                                               w/Facebook Pages
                                                                                                                       Accounts
    Aerospace and Defense                           10/14         71%       Aerospace and Defense                          12/14           86%

    Chemicals                                       9/17          53%       Chemicals                                      13/17           76%

    Commercial Banks                                14/20         70%       Commercial Banks                               15/20           75%

    Food Consumer Products                          12/14         86%       Food Consumer Products                         13/14           93%

    Insurance: Property and Casualty (Stock)        11/16         69%       Insurance: Property and Casualty (Stock)       13/16           81%

    Motor Vehicles and Parts                        7/16          44%       Motor Vehicles and Parts                       7/16            44%

    Specialty Retailers                             25/28         89%       Specialty Retailers                            24/28           86%

    Telecommunications                              12/15         80%       Telecommunications                             12/15           80%

    Utilities: Gas and Electric                     11/22         50%       Utilities: Gas and Electric                    16/22           73%
    Fortune 500                                    332/500        66%       Fortune 500                                  365/500           73%

    *Umass Dartmouth Study: http://www.business2community.com/social-media/fortune-500-companies-increase-social-media-use-0275757


                                                                        7                                               Global Marketing
Natalie Kortum & Brian Melinat
8                                           Global Marketing
Natalie Kortum & Brian Melinat       http://www.mining-technology.com/projects/platmin/platmin2.html
Scorecard Example – Tracking Your Social Media Efforts




                                              Consolidating data
                                              on various core
                                              Social Media metrics
                                              in a regularly
                                              reported “Scorecard”
                                              can help a company
                                              monitor/track its
                                              Social Media activity.

                                 9                   Global Marketing
Natalie Kortum & Brian Melinat
Easier                                                       Advanced
                              KPIs/                    Direct                  Neural Net
                           Dashboards                Attribution                Modeling
                        • Scorecarding/           • Comparison of Social   • Strategic Modeling
                          tracking Social Media     Media to non-Social      to understand
                          progression               Media customers          Revenue impacts

    The                 • Easy, fast and
                          inexpensive
    Good                • Customer-centric

                        • Difficult to compare
    The Bad               with non-Social
                          Media activity

    The                 • Not tied to P&L

    Ugly                  metrics

                          Not tied to P&L
                                                     10
Natalie Kortum & Brian Melinat
Question Remains: “How does this impact my P&L?”




                                      “So What?”




                                 11                                       Global Marketing
Natalie Kortum & Brian Melinat          http://www.kpua.net/images/2006hoolaulea/crowd2_full.jpg
Comparing Social Media Customers with Non-Social
  Media Customer Can Help Quantify Social Media Value

                                       “Traditional” Business KPIs
                                        Conversion Rate
                                        Cost of Acquisition
                                        Spend
                   Social vs Non-Social Margin %
                       Customers        CLV (Customer Lifetime Value)
                                        Etc…




                                            12                          Global Marketing
Natalie Kortum & Brian Melinat
Example of measuring the value of a Facebook Fan
                             Company’s Customers

                     Facebook Fan                  Not Facebook Fan


                                                                                      $1111
                                                                                     -$888
                                                                                      $223
                                                                                         Incremental
                                                                                         Value of
                                                                                         Facebook Fan*
    Annual Spend $1111                                         $888
                           *Numbers for illustrative purposes; not actual Dell figures
                                                          13                                  Global Marketing
Natalie Kortum & Brian Melinat
Direct Attribution has a big downfall

     • Direct = All or Nothing




    14                           14         Global Marketing
Natalie Kortum & Brian Melinat
Direct Attribution has a big downfall

     • Direct = All or Nothing
 Traditionally Understated         Traditionally Overstated
 Social Media                      Coupons
 Brand Campaigns                   Online Promotion/Referral
 Events                            Sales
 Corporate Social Responsibility   Transactional Actions




    15                                                         Global Marketing
Natalie Kortum & Brian Melinat                        15
Easier                                                       Advanced
                              KPIs/                    Direct                  Neural Net
                           Dashboards                Attribution                Modeling
                        • Scorecarding/           • Comparison of Social   • Strategic Modeling
                          tracking Social Media     Media to non-Social      to understand
                          progression               Media customers          Revenue impacts

    The                 • Easy, fast and
                                                  • Dollarize impact
                          inexpensive
                                                  • Easy to explain
    Good                • Customer-centric

                        • Difficult to compare    • Overstates and
    The Bad               with non-Social
                          Media activity
                                                    Understates certain
                                                    levers

    The                 • Not tied to P&L         • Misrepresentation

    Ugly                  metrics                   sometimes occurs


                          Not tied to P&L           Easy to Explain
                                                     16
Natalie Kortum & Brian Melinat
Introducing
  Neural Net Modeling




                                 17
Natalie Kortum & Brian Melinat
Social Media is only one of 400 variables considered.




                                                      Global Marketing
Natalie Kortum & Brian Melinat   18
Human Brain Network




                                                       Global Marketing
Natalie Kortum & Brian Melinat         19
Direct Attribution understates the value of Social
   Media
                                      $600
    Revenue impact per fan per year




                                                                 •    Includes “word of
                                      $500                            mouth” influence
                                                                 •    More than twice as
                                      $400                            large as direction
                                      $300                            attribution
                                              $565
                                      $200    *Numbers for illustrative purposes; not actual Dell figures


                                      $100                                                     $223
                                        $0
                                             Neural Net                                Direct Attribution


Natalie Kortum & Brian Melinat                                       20
How does social media compare to other
     investment options?
         If $1 M additional were available to invest, what’s the
         marginal ROI?




                                   Marketing                            Marketing
                          Sales                        Pricing                           Social Media
                                   Demand Gen                              Brand


  Marginal Return                                                                           4.1 X
  on Investment
                           0.9 X     1.3 X             0.4 X             2.2 X
                                   *Numbers for illustrative purposes; not actual Dell figures



Natalie Kortum & Brian Melinat                    21
Neural Net: Want to calculate your program’s ROI?

    Ensure you are setup to have data that can last 2+ years.
         •   Data retention plan
         •   Categorization that will last over the long-term
         •   Ensure Model-ready data. (Ask your Decisions Sciences org.)
         •   Collect costs associated with your project




    22   Confidential   3/25/2013                                          Global Marketing
Natalie Kortum & Brian Melinat                    22
Easier                                                       Advanced
                              KPIs/                    Direct                  Neural Net
                           Dashboards                Attribution                Modeling
                        • Scorecarding/           • Comparison of Social   • Strategic Modeling
                          tracking Social Media     Media to non-Social      to understand
                          progression               Media customers          Revenue impacts
                                                                           • Considers full
    The                 • Easy, fast and
                                                  • Dollarize impact         impact (“assists”).
                          inexpensive
                                                  • Easy to explain        • Comparison against
    Good                • Customer-centric                                   other investments

                        • Difficult to compare    • Overstates and         • Requires over two
    The Bad               with non-Social
                          Media activity
                                                    Understates certain
                                                    levers
                                                                             years of data.
                                                                           • Difficult to explain

    The                 • Not tied to P&L         • Misrepresentation
                                                                           • Very time-
                                                                             consuming and
    Ugly                  metrics                   sometimes occurs
                                                                             costly

                          Not tied to P&L           Easy to Explain              Costly
                                                     23
Natalie Kortum & Brian Melinat
Easier                                                       Advanced
                              KPIs/                    Direct                  Neural Net
                           Dashboards                Attribution                Modeling
                        • Scorecarding/           • Comparison of Social   • Strategic Modeling
                          tracking Social Media     Media to non-Social      to understand
                          progression               Media customers          Revenue impacts
                                                                           • Considers full
    The                 • Easy, fast and
                                                  • Dollarize impact         impact (“assists”).
                          inexpensive
                                                  • Easy to explain        • Comparison against
    Good                • Customer-centric                                   other investments

                        • Difficult to compare    • Overstates and         • Requires over two
    The Bad               with non-Social
                          Media activity
                                                    Understates certain
                                                    levers
                                                                             years of data.
                                                                           • Difficult to explain

    The                 • Not tied to P&L         • Misrepresentation
                                                                           • Very time-
                                                                             consuming and
    Ugly                  metrics                   sometimes occurs
                                                                             costly

                          Not tied to P&L           Easy to Explain              Costly
                                                     24
Natalie Kortum & Brian Melinat
Questions?




    25   Confidential   3/25/2013        25      Global Marketing
Natalie Kortum & Brian Melinat
Introducing SNAP
                      Social Net Advocacy Pulse

                                 Drill-down and
         Aggregated                               Targeted
                                     Uncover
           Metric                                 Listening
                                      insights



                                        26             Global Marketing
Natalie Kortum & Brian Melinat
Thank You

Natalie Kortum - marketingmathgirl.com
Brian Melinat  - @BrianMelinat        For more information on Dell’s Social Media Services:
                                                Please visit: www.dell.com/socialmediaservices
                                                Or email: Eric_Nystrom@dell.com (Dir. Social Services Sales)
                                                and/or SMServices@Dell.com

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Social Media ROI

  • 1. Social Media ROI Measurement “The Good, the Bad & the Ugly” • eMetrics Conference - Toronto • March 2012 Natalie Kortum - marketingmathgirl.com Brian Melinat - @BrianMelinat
  • 2. Dell’s Online Heritage: Critical Enabler Leader in online First company to frictionless First to sell complex hit $1M a day in commerce from configurable items online revenue order to delivery One of the first One of the first companies to Early adopter of to launch online launch online social media discussion forums support 2 Natalie Kortum & Brian Melinat 2
  • 3. Over seven years of social media experience June 2009 Altimeter March 2008 recognized Dell Dell February 2007 Accepted Solutions Global Twitter with “Open named February 2006 IdeaStorm launched launched on Community revenues of Leadership Award the No. A voting based site allowing $6.5 M for Innovation and Michael Dell asked customers and others to Dell France begins Online May 2008 1 most Community Outreach Execution” Why don’t we reach out and help submit ideas for Dell. Dell Outlet achieved social bloggers with tech support issues? October 2007 $0.5M in sales via Twitter brand Michael Dell quoted in Business March December 2006 Week 2010 Ratings and In response to Jeff Jarvis question around Dell whether companies want to be part of the January 2009 joins reviews launched online conversation: ”My argument is you December 2010 Dell Organizes June 2009 Sina on Dell.com absolutely do. You can learn from them. You Social Media can improve your reaction time. And you can into four $2M+ Sales Weibo Listening be a better company by listening and being customer via Twitter in Command involved in that conversation.” focused China Center launched business units 2006 2007 2008 2009 2010 2011 2012 Social Media & July 2006 Community June 2007 2009 University (SMaC U) Direct2Dell launched Today Direct2Dell exists in Dell joined Twitter June 2008 Dell TechCenter launched English, Spanish, Norwegian, Channel 5,000 team EmployeeStorm January Spring 2009 members trained by 6 Awards for the Japanese and Chinese. blog December launched 2008 Members of end of year Social Media Listening launched 2009 Internal Blogs Launched Dell aligns Community Command Center Huffington January 2007 for Employees. organization and Post Blog StudioDell launched November 2007 for success Conversations B2B pages on Dell’s video and podcast site, with DellShares deployed Facebook August 2006 helpful tips and tricks. Eventually launched within each of expanding this into the YouTube April 2008 Blog outreach The first investor the new Dell channel making sharing easier. Inside IT launched June 2010 expanded beyond relations blog by a Blog focused on business Business units public company. CAP Days launched tech Support customers, and Cloud In-person events for vocal Computing. online customers 3 Global Marketing Natalie Kortum & Brian Melinat 3
  • 4. Easier Advanced KPIs/ Direct Neural Net Dashboards Attribution Modeling • Scorecarding/ • Comparison of • Strategic tracking Social Social Media to Modeling to Media progression non-Social Media understand customers Revenue impacts The Good The Bad The Ugly 4 Natalie Kortum & Brian Melinat
  • 5. Social Media Analytics usually start with basic tracking metrics Social Media Analytics Phase I • Convincing the business that Social Media participation is “valuable” or worthwhile • Answering Exec question: “Why should we be investing in Social Media?” • Intuitively, we know there is Business Value in: – Engaging customers to develop relationships – Providing service/support via social channels – Listening to social for issue early detection – And more… • As analysts, we need to provide quantified insights http://trackandfieldathletesassociation.org/blog/wp-content/uploads/2012/05/Track-Starting-Blocks.jpg 5 Global Marketing Natalie Kortum & Brian Melinat
  • 6. These core Social Media metrics often provide the foundation in Social Media analytics Number of Fans and Engagement Followers Traffic Delivered to Company Conversation Volume Website Reach Share of Voice Sentiment Trends Over Time 6 Global Marketing Natalie Kortum & Brian Melinat
  • 7. Most companies today recognize the value of Social Media and are familiar with (and likely track) the core metrics Number of Number of Corporate Facebook Pages Corporate Twitter Accounts Companies Companies % % by Industry* by Industry* w/Twitter w/Facebook Pages Accounts Aerospace and Defense 10/14 71% Aerospace and Defense 12/14 86% Chemicals 9/17 53% Chemicals 13/17 76% Commercial Banks 14/20 70% Commercial Banks 15/20 75% Food Consumer Products 12/14 86% Food Consumer Products 13/14 93% Insurance: Property and Casualty (Stock) 11/16 69% Insurance: Property and Casualty (Stock) 13/16 81% Motor Vehicles and Parts 7/16 44% Motor Vehicles and Parts 7/16 44% Specialty Retailers 25/28 89% Specialty Retailers 24/28 86% Telecommunications 12/15 80% Telecommunications 12/15 80% Utilities: Gas and Electric 11/22 50% Utilities: Gas and Electric 16/22 73% Fortune 500 332/500 66% Fortune 500 365/500 73% *Umass Dartmouth Study: http://www.business2community.com/social-media/fortune-500-companies-increase-social-media-use-0275757 7 Global Marketing Natalie Kortum & Brian Melinat
  • 8. 8 Global Marketing Natalie Kortum & Brian Melinat http://www.mining-technology.com/projects/platmin/platmin2.html
  • 9. Scorecard Example – Tracking Your Social Media Efforts Consolidating data on various core Social Media metrics in a regularly reported “Scorecard” can help a company monitor/track its Social Media activity. 9 Global Marketing Natalie Kortum & Brian Melinat
  • 10. Easier Advanced KPIs/ Direct Neural Net Dashboards Attribution Modeling • Scorecarding/ • Comparison of Social • Strategic Modeling tracking Social Media Media to non-Social to understand progression Media customers Revenue impacts The • Easy, fast and inexpensive Good • Customer-centric • Difficult to compare The Bad with non-Social Media activity The • Not tied to P&L Ugly metrics Not tied to P&L 10 Natalie Kortum & Brian Melinat
  • 11. Question Remains: “How does this impact my P&L?” “So What?” 11 Global Marketing Natalie Kortum & Brian Melinat http://www.kpua.net/images/2006hoolaulea/crowd2_full.jpg
  • 12. Comparing Social Media Customers with Non-Social Media Customer Can Help Quantify Social Media Value “Traditional” Business KPIs Conversion Rate Cost of Acquisition Spend Social vs Non-Social Margin % Customers CLV (Customer Lifetime Value) Etc… 12 Global Marketing Natalie Kortum & Brian Melinat
  • 13. Example of measuring the value of a Facebook Fan Company’s Customers Facebook Fan Not Facebook Fan $1111 -$888 $223 Incremental Value of Facebook Fan* Annual Spend $1111 $888 *Numbers for illustrative purposes; not actual Dell figures 13 Global Marketing Natalie Kortum & Brian Melinat
  • 14. Direct Attribution has a big downfall • Direct = All or Nothing 14 14 Global Marketing Natalie Kortum & Brian Melinat
  • 15. Direct Attribution has a big downfall • Direct = All or Nothing Traditionally Understated Traditionally Overstated Social Media Coupons Brand Campaigns Online Promotion/Referral Events Sales Corporate Social Responsibility Transactional Actions 15 Global Marketing Natalie Kortum & Brian Melinat 15
  • 16. Easier Advanced KPIs/ Direct Neural Net Dashboards Attribution Modeling • Scorecarding/ • Comparison of Social • Strategic Modeling tracking Social Media Media to non-Social to understand progression Media customers Revenue impacts The • Easy, fast and • Dollarize impact inexpensive • Easy to explain Good • Customer-centric • Difficult to compare • Overstates and The Bad with non-Social Media activity Understates certain levers The • Not tied to P&L • Misrepresentation Ugly metrics sometimes occurs Not tied to P&L Easy to Explain 16 Natalie Kortum & Brian Melinat
  • 17. Introducing Neural Net Modeling 17 Natalie Kortum & Brian Melinat
  • 18. Social Media is only one of 400 variables considered. Global Marketing Natalie Kortum & Brian Melinat 18
  • 19. Human Brain Network Global Marketing Natalie Kortum & Brian Melinat 19
  • 20. Direct Attribution understates the value of Social Media $600 Revenue impact per fan per year • Includes “word of $500 mouth” influence • More than twice as $400 large as direction $300 attribution $565 $200 *Numbers for illustrative purposes; not actual Dell figures $100 $223 $0 Neural Net Direct Attribution Natalie Kortum & Brian Melinat 20
  • 21. How does social media compare to other investment options? If $1 M additional were available to invest, what’s the marginal ROI? Marketing Marketing Sales Pricing Social Media Demand Gen Brand Marginal Return 4.1 X on Investment 0.9 X 1.3 X 0.4 X 2.2 X *Numbers for illustrative purposes; not actual Dell figures Natalie Kortum & Brian Melinat 21
  • 22. Neural Net: Want to calculate your program’s ROI? Ensure you are setup to have data that can last 2+ years. • Data retention plan • Categorization that will last over the long-term • Ensure Model-ready data. (Ask your Decisions Sciences org.) • Collect costs associated with your project 22 Confidential 3/25/2013 Global Marketing Natalie Kortum & Brian Melinat 22
  • 23. Easier Advanced KPIs/ Direct Neural Net Dashboards Attribution Modeling • Scorecarding/ • Comparison of Social • Strategic Modeling tracking Social Media Media to non-Social to understand progression Media customers Revenue impacts • Considers full The • Easy, fast and • Dollarize impact impact (“assists”). inexpensive • Easy to explain • Comparison against Good • Customer-centric other investments • Difficult to compare • Overstates and • Requires over two The Bad with non-Social Media activity Understates certain levers years of data. • Difficult to explain The • Not tied to P&L • Misrepresentation • Very time- consuming and Ugly metrics sometimes occurs costly Not tied to P&L Easy to Explain Costly 23 Natalie Kortum & Brian Melinat
  • 24. Easier Advanced KPIs/ Direct Neural Net Dashboards Attribution Modeling • Scorecarding/ • Comparison of Social • Strategic Modeling tracking Social Media Media to non-Social to understand progression Media customers Revenue impacts • Considers full The • Easy, fast and • Dollarize impact impact (“assists”). inexpensive • Easy to explain • Comparison against Good • Customer-centric other investments • Difficult to compare • Overstates and • Requires over two The Bad with non-Social Media activity Understates certain levers years of data. • Difficult to explain The • Not tied to P&L • Misrepresentation • Very time- consuming and Ugly metrics sometimes occurs costly Not tied to P&L Easy to Explain Costly 24 Natalie Kortum & Brian Melinat
  • 25. Questions? 25 Confidential 3/25/2013 25 Global Marketing Natalie Kortum & Brian Melinat
  • 26. Introducing SNAP Social Net Advocacy Pulse Drill-down and Aggregated Targeted Uncover Metric Listening insights 26 Global Marketing Natalie Kortum & Brian Melinat
  • 27. Thank You Natalie Kortum - marketingmathgirl.com Brian Melinat - @BrianMelinat For more information on Dell’s Social Media Services: Please visit: www.dell.com/socialmediaservices Or email: Eric_Nystrom@dell.com (Dir. Social Services Sales) and/or SMServices@Dell.com