Our overall strategy is to enter into relevant conversations with our customers wherever they are occurring 24/7 throughout the world in all languages. This guides our development of tools and services. Regarding customer dissatisfaction, 2,864 customer complaints have been handled by Tech Support/Customer Care out of 4,097 they deemed as resolvable for a 70% success rate. And, an additional, 350 from Direct2Dell, 200 from internal sources (PR, testimonial site, etc) and 450 from people finding our posts and emailing us have been handled. Regarding Direct2Dell, this is now as powerful as a wire service in delivering news about Dell to influencers online and offline. Important to note that we post everyday in other folks blogs, up to 100x per day, depending on the topic.
Cio bay area meetup 090827072701 Phpapp02
SOCIAL MEDIA FOR BUSINESS<br />Lionel Menchaca, Richard Binhammer<br />Bay Area CIO IT Executives Meetup<br />Mountain View CA<br />August 2009<br />
OUR WORLD IS CHANGING<br />The online population will double in 4-5 years from 1bn to 2bn<br />Fast growing and emerging markets are leading the way<br />120 MM people online in China…less than 10% of the population<br />Media<br />Transformation<br /><ul><li>Customer communication can start from anywhere today
Single blog posts can have as much power as major news stories
Citizens are now publishers and content providers</li></ul>Content is exploding<br /><ul><li>More content on YouTube in 2006 than on the web in 2000</li></ul>2<br />DELL CONFIDENTIAL<br />
“These conversations are going to occur whether you like it or not. Do you want to be part of that or not? My argument is you absolutely do. <br />You can learn from them. You can improve your reaction time. And you can be a better company by listening and being involved in that conversation.” <br />Michael Dell,<br />BusinessWeek<br />3<br />DELL CONFIDENTIAL<br />
CHANGING HOW WE DEFINE and ENGAGE<br />Tell Our Story <br />Resolve Dissatisfaction <br />Share Content & Collect Ideas<br />Join Conversations<br />5<br />DELL CONFIDENTIAL<br />
Direct2Dell<br />OBJECTIVE:<br />Engage customers by sharing information that matters to them<br />RESULTS:<br />Direct2Dell exists in 5 languages<br />About 200K page views per month<br />Almost 1,000 posts since July 2006<br />Over 25,000 comments <br />More than 100 contributors<br />6<br />DELL CONFIDENTIAL<br />
IT’S A BIG WORLD OUT THERE<br />Content Syndication = go where the conversations are happening<br />Dell Community<br />600,000 users per quarter<br />Dell.com<br />Over 100 million users per quarter<br />Total online population = more than 1.5 billion<br />7<br />DELL CONFIDENTIAL<br />
THE POTENTIAL OF SOCIAL MEDIA<br />From telling and selling Engagement<br />One-way messaging Conversation <br />Reliance on “others” Direct connections Results<br /><ul><li>Better products and services meeting customer needs
Long-term, honest and authentic customer relationships
Revenue (@DellOutlet leads to new system sales)
A network for early warnings </li></ul>Affinity, loyalty and trust<br />9<br />DELL CONFIDENTIAL<br />
A LOOK AHEAD…strategy is one thing, but there’s no substitute for action<br />DELL CONFIDENTIAL<br />10<br />
SOCIAL WEB STARTING TO EVOLVE<br />How do we reach customers in different social networks?<br />We’re still in the early stages of the social web<br />Shared ID options<br />Dell on other sites<br />Forrester’s Five Eras of the Social Web - Jeremiah Owyang<br />11<br />DELL CONFIDENTIAL<br />
Key Coordinates:<br />www.dell.com/conversations<br />www.direct2dell.com<br />http://richardatDELL.blogspot.com<br />del.icio.us<br />Richard_Binhammer@dell.com<br />Lionel MenchacaDell on SlideShare: www.slideshare.net/Dell_IncDell on Flickr: www.flickr.com/photos/dellphotosDell on YouTube: www.youtube.com/dellvlogDell & Twitter: Dell.com/TwitterMe on Twitter: @LionelatDell<br />12<br />DELL CONFIDENTIAL<br />
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