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Leverage social media to drive business final


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  • 1. Leverage Social Mediato drive businessSimone VersteegPR & Corporate Communications Manager EMEA Dell Services – @simoneversteeg
  • 2. A leading globalprovider oftechnology solutions
  • 3. Founded by CEO Michael Dell for$1,000 in 1984
  • 4. Over $60bnrevenue
  • 5. 103,000 team members in 64 countries
  • 6. “Dell #1Socialbrands100”- March 2011“The world’s mostsocial company”- Business Insider, Jun 2011
  • 7. Today we will have connected with more than 5.4 million customers More than 3.5 million people belong to our social Quick Dellrankedfacts media communityDirect2Dell Dell one of the No.1 out of most 100 socialrecognised brands in company recent study blogs by headstream
  • 8. Dell’s Direct & Online Heritage: Critical Enabler Leader in online First to sell complex First company to frictionless configurable items hit $1M a day in commerce from online revenue order to delivery One of the first One of the first companies to Early adopter of to launch online social media discussion forums launch online support
  • 9. June 2005 – August 2006: Several OnlineIssues = Offline too
  • 10. February 2006 December 2006 October 2007 June 2009 March 2010 Michael Dell quote in Business May 2008 Global Twitter Customer Michael Dell Asks Ratings and Week Dell Outlet Achieves Revenues of $6.5 M Support Why don’t we reach out and help Reviews on bloggers with tech support issues? Jeff Jarvis story quote, “These conversations $0.5M in Sales via Twitter Community across the social web offered on Community team active on Twitter are going to occur whether you like it or not. =3.5 million direct customer connections Facebook Do you want to be part of that or not? My Small Business argument is you absolutely do. You can learn from them. You can improve your blog launched August 2006 reaction time. And you can be a better June 2009 Nov. 2010 Blog Outreach company by listening and being involved June 2008 $2M+ Sales Chatter in that conversation.” Expands Beyond Tech Channel Blog via Twitter Dell extends Dell outlet on enterprise social Support March 2008 Launched collaboration to February 2007 Twitter surpasses2006 Engagementaboutanyone who commented with the company. IdeaStorm Launched 2008 Accepted Solutions $2 million in sales 90,000+ with another employees Business model and other issues A voting based site allowing customers launched on Community March 2010 Dell France begins Online $1 million dollars considered. and others to submit ideas for Dell. Community Outreach in sales at China Micro- Blogging 2006 2007 2008 2009 2010 April 2008 Inside IT Launched Nov. 2010 July 2006 Blog focused on Linkedin Direct2Dell Launched June 2007 2009 Today Direct2Dell exists in business customers, products and English, Spanish, Norwegian, Dell joins and Cloud Computing. Dell services tab Japanese and Chinese. Twitter TechCenter launched Why don’t we reach out January 2009 A Collaborative April 2010 and help bloggers with Community for Dell Organizes in to @DellCares tech support issues? Datacenter pros January 4 customer focused grows by 400% launched business units Dell Launches 2008 Twitter account to Dell Aligns support 24/7 global EmployeeStorm coverage in English Internal Blogs Launched Organization for Employees. for Success December 2010 December 2009 Social Media January 2007 November 2007 Huffington Post ListeningMarch 2006 February 2008 Spring 2009 StudioDell Launched DellShares Launched Blog Command CentreCommunity Outreach Team Twitter Expanded Some Members of Dell’s video and podcast site, The first investor relations blog Dell’s VP of Social Media LaunchedFormed with helpful tips and tricks. by a public company. Start experimenting with Community and and Community, Manish tracks on average moreTeam begins by just listening and monitoring Twitter for business– another Conversations Eventually expanding this into Mehta, begins blogging than 22,000 daily topicconversations to see what’s being said. The venue to help customers, but deployed within each the YouTube channel making at Huffington Post posts related to Dell, , astech support experts are hand-selected for also thanking Dell customers. of the new Dell sharing easier. well as the mentions oftheir tech problem-solving expertise and Outreach leads to some Business units Dell on Twitter that have asuperior interpersonal skills. Twitters asking for help on reach greater than the purchases. circulation of the top 12 daily newspapers in the United States
  • 11. Leverage social media to drive various businessfunctions Product Marketing Online Presence Development • Demand Forecast • Ratings & Reviews • Feedback Loop • Lead Generation • Communities • Early Warning • Message Reach • Customer Stories • New Product Ideation Sales Customer Service Communication• Collaboration • Listening • Rich Media• Thought • Support Widgets • Brand Reputation Leadership • Outreach • Influence• Blogs • Resolution • Reputation12
  • 12. How you can benefitListen & continuing listeningEngage your teamAct in conversations alreadytaking place
  • 13. Social media listening:• Listening Command Center: • Support Outreach Service: – Accountable for the timely & – @DellCares team engaging 1000+ accurate resolution and public customers per week response for high sev issues – Positive impact on customer – Global Listening across 11 satisfaction: 35% conversion of languages and all Bus demoters to promoters – Supports listeners and responders across Dell• Subject Matter Experts: – Listeners across all functions and business units who keep real time pulse of their customers – Building brand advocates – Engaging with influencers
  • 14. Customers inneed arecriticalopportunitiesSocial Mediagives themvoice & youopportunities
  • 15. Social media & community university Principles Policy Governance Training & tools
  • 16. Internal Social Networks • Dell is using Chatter to increase cross-departmental team collaboration • Over 90,000 Dell employees quickly and easily collaborate around documents and information like sales opportunities, team projects and campaigns • Fosters relationships • A hybrid of Twitter, Facebook, Sina, Ren-Ren, Orkut17
  • 17. Where is the ROI Business Value of Social Media18
  • 18. Look across the entire customer lifecycle. It can be used everywhere … • Insight: Social media improves Dell’s reach and share of voice Awareness• Insight: SM keeps customers engaged, provides solutions and improves loyalty. Research and CLV (loyalty) Consideration Our External • Insight: Established causality Communities Communities between social media activity • Insight: Social media based and purchase support improves sentiment and correlates with higher revenue Demand / Lead • Insight: Social Media provides Support high Business Value and Gen and Sales contributes to demand gen vehicle
  • 19. Summary tips / insights• Listen: – Listen first- Listen and learn before jumping in – Continue to listen – rapidly evolving• Engage: – Find your employee champions and involve them – Train and protect your employees – Figure out your business objectives, identify the appropriate data to use for measurement• Act: – Engage in conversations that are already happening – Look for opportunities to build relationships with influencers – When building relationships, In-Person > Virtual
  • 20. Connecting with Dell
  • 21. Thanks &Join the conversation @simoneversteeg Global Marketing