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Social Media Strategy

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Social Media presentation by Richard Binhammer and Lionel Menchaca from Dell at Social South Conference.

Social Media presentation by Richard Binhammer and Lionel Menchaca from Dell at Social South Conference.

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  • 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.
  • So much for a soft launch
  • Transcript

    • 1. DELL CONFIDENTIAL
      1
      SOCIAL MEDIA STRATEGY
      Lionel Menchaca, Richard Binhammer
      Social South
      Birmingham, Alabama
      August 2009
    • 2. AN OVERVIEW
      Social Media
      Traditional Communications
      Mass media and Regions
      Customization and Global
      Control and Push Message
      Conversation and Collaboration
      Institutions (print, broadcast, ad-buys)
      People and Relationships
      80:20 media relations
      20:80 media relations
      Issues Management
      Rapid Response
      Deadlines
      Real time
      Just the Facts
      Facts and Feelings
      Powerful Media (who matters)
      Powerful Networks
      Target Audience
      Communities
      Announce-All Answers
      Listen, Collaborate, Input, Act
    • 3. The WORLD THAT WAS…
      DELL CONFIDENTIAL
      3
    • 4. Lionel’s World
      Pre-Direct2Dell
    • 5. DELL CONFIDENTIAL
      5
      Richard’s World, Pre-Lionel
      Graphic thanks to Kathy Sierra at “Creating Passionate Users”
    • 6. …And the World Was Good…
      6
      …Except for background rumblings
    • 7. OUR WORLD IS CHANGING
      The online population will double in 4-5 years from 1bn to 2bn
      Fast growing and emerging markets are leading the way
      120 MM people online in China…less than 10% of the population
      Media
      Transformation
      • Customer communication can start from anywhere today
      • 8. Single blog posts can have as much power as major news stories
      • 9. Citizens are now publishers and content providers
      Content is exploding
      • More content on YouTube in 2006 than on the web in 2000
    • Lionel said: “YOU CARE
      ABOUT
      SOCIAL MEDIA because….
    • 10. DELL’S DIRECT MODEL, ONLINE HERITAGE, CEO said:
      2 billion conversations/day
      “With respect to 2005 and 2006, I don’t think there was a single event but rather a series of events that came together. The marketplace changed, global markets expanded and there was tremendous growth in the blogosphere. What’s most important, in the long run, is how we learn from any situation and improve for our customers…”
      Michael Dell Q & A with Shel Israel,
      January 19, 2008
    • 11. THE CONNECTED EFFECT
      Short Attention Span
      Media Overload
      Proactive Avoidance
      Aversion To Intrusion
      And RichardatDell thought:
      Networked , Direct Connections
    • 12. THE DELL STRATEGY
      DELL CONFIDENTIAL
      11
    • 13. 4000 + CONVERSATIONS
      DAILY
      ROLL ON BY
      LISTEN, LEARN ANDPARTICIPATE
    • 14. CHANGING HOW WE DEFINE and ENGAGE
      Tell Our Story
      Resolve Dissatisfaction
      Share Content & Collect Ideas
      Join Conversations
    • 15. Direct2Dell
      OBJECTIVE:
      Engage customers by sharing information that matters to them
      RESULTS:
      Direct2Dell exists in 5 languages
      About 200K page views per month
      Almost 1,000 posts since July 2006
      Over 25,000 comments
      More than 100 contributors
    • 16. Lesson 1: Plan, but go where conversations takes you
      15
    • 17. LESSON 2: MULTI-PRONGED STRATEGY: JOIN CONVERSATIONS AND PARTICIPATE
      Customer support
      Blog Response
      Direct2Dell
      Dell Tech Center
      IdeaStorm
      StudioDell
      Facebook
      (both Consumer
      and SMB)
      Internal Blogs
      EmployeeStorm
      Dell on Twitter @DellOutlet, employees
      Ratings & Reviews
      Inside IT, Dell Tech Center, DellShares, Edu4u
      Digital Nomads
      Dell on Flickrand YouTube
    • 18. LESSON 3: IT’S A BIG WORLD OUT THERE
      Content Syndication = go where the conversations are happening
      Dell Community
      600,000 users per quarter
      Dell.com
      Over 100 million users per quarter
      Total online population = more than 1.5 billion
    • 19. LESSON 4: ONLINE & OFFLINE INTERACT TOGETHER
      18
    • 20. 19
      LESSON 5
      NEW CUSTOMERS
      75% TRUST THEIR PEERS, NOT ADVERTISING
      FIND YOUR FANS!
      PREFERENCE- BASED CONTACT
      1.45 BILLION REASONS
      TOENGAGE
      HUMANIZE YOUR
      COMPANY
      PARTNERS
      BECOME PART OF YOUR CUSTOMER’S WORLD,
      NOT REVERSE
      YOUR KNOWLEDGE
    • 21. A LOOK AHEAD… ….althOUGHstrategy is one thing, but there’s no substitute for action
      DELL CONFIDENTIAL
      20
    • 22. HOW TO START?
      Rule #1 about social media content: You do not own the content you create… your customers do
      In many cases, a blog is not the place to start; Sounds cliché, but start by listening… then decide where/ how to engage first
      • Producing content via the same social media tools your customers use allows 3 things:
      Makes your content sharable
      Gets your content to customers where they are
      Gives you a reason to connect with fans
    • 23. SOCIAL WEB STARTING TO EVOLVE
      How do we reach customers in different social networks?
      We’re still in the early stages of the social web
      Shared ID options
      Dell on other sites
      Forrester’s Five Eras of the Social Web - Jeremiah Owyang
    • 24. 23
      THE STUMBLING
      BLOCKS
      COMMITTEES RULES
      A MILLION REASONS
      NOT TO ENGAGE
      GOOD IDEA, DO IT NEXT YEAR
      OUR CURRENT MODEL WORKS FINE, WHY CHANGE?
      WE DON’T WANT NEGATIVITY
      WHAT’S OUR STRATEGY?
      WE DON’T HAVE THE EXPERIENCE
      WHAT IF CUSTOMERS ASK FOR SOMETHING WE CAN’T DELIVER?
      FEAR
      “WE’RE B2B”
    • 25. THE POTENTIAL OF SOCIAL MEDIA
      From telling and selling Engagement
      One-way messaging Conversation
      Reliance on “others” Direct connections Results
      Better products and services meeting customer needs
      Long-term, honest and authentic customer relationships
      Provide value for customers
      Activate vocal fans and employees
      Competitive differentiation
      Affinity, loyalty and trust
    • 26. “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.
      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.”
      Michael Dell,
      BusinessWeek
    • 27. Key Coordinates:
      www.dell.com/conversations
      www.direct2dell.com
      http://richardatDELL.blogspot.com
      del.icio.us
      Richard_Binhammer@dell.com
      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

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