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Social Media Strategy
 

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

Social Media Strategy Social Media Strategy Presentation Transcript

  • DELL CONFIDENTIAL
    1
    SOCIAL MEDIA STRATEGY
    Lionel Menchaca, Richard Binhammer
    Social South
    Birmingham, Alabama
    August 2009
  • 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
  • The WORLD THAT WAS…
    DELL CONFIDENTIAL
    3
  • Lionel’s World
    Pre-Direct2Dell
  • DELL CONFIDENTIAL
    5
    Richard’s World, Pre-Lionel
    Graphic thanks to Kathy Sierra at “Creating Passionate Users”
  • …And the World Was Good…
    6
    …Except for background rumblings
  • 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
    • Single blog posts can have as much power as major news stories
    • 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….
  • 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
  • THE CONNECTED EFFECT
    Short Attention Span
    Media Overload
    Proactive Avoidance
    Aversion To Intrusion
    And RichardatDell thought:
    Networked , Direct Connections
  • THE DELL STRATEGY
    DELL CONFIDENTIAL
    11
  • 4000 + CONVERSATIONS
    DAILY
    ROLL ON BY
    LISTEN, LEARN ANDPARTICIPATE
  • CHANGING HOW WE DEFINE and ENGAGE
    Tell Our Story
    Resolve Dissatisfaction
    Share Content & Collect Ideas
    Join Conversations
  • 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
  • Lesson 1: Plan, but go where conversations takes you
    15
  • 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
  • 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
  • LESSON 4: ONLINE & OFFLINE INTERACT TOGETHER
    18
  • 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
  • A LOOK AHEAD… ….althOUGHstrategy is one thing, but there’s no substitute for action
    DELL CONFIDENTIAL
    20
  • 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
  • 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
  • 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”
  • 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
  • “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
  • 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