Seccs170311final

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March 17, 2011 - Social Media and eCommerce opportunity for Sweden market - SECC - Denmark, Sweden

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Seccs170311final

  1. 1. Dell & Social Media –listen, engage, learn<br />Stephen Jio<br />Social e-Commerce Conference, Stockholm<br />17 March 2011<br />
  2. 2. 2<br />Dell & Social Media - listen, engage, learn <br />Who we are<br />Why Social Media<br />How we listen <br />When do we engage<br />What we learn<br />Where the opportunities are<br />17/03/2011 Stockholm<br />
  3. 3. 3<br />Dell & Social Media - who we are<br />17/03/2011 Stockholm<br />Dell is Global…<br />96,000<br />Employees<br />globally<br />2<br />Billion<br />Interactions<br />Annually<br />Dell.com in 166 countries and 34 languages<br />Service Team members in 90 countries<br />
  4. 4. Dell is Responsible…<br />Perfect score in Corporate Equality Index (6th year in a row)<br />Greenest company in America 2010 (Newsweek)<br />Proud Corporate supporter of (PRODUCT)RED™<br />200,000 hours of Volunteer time by Employees<br />4<br />Dell & Social Media - who we are<br />17/03/2011 Stockholm<br />
  5. 5. Dell is Social…<br />3,500,000 Community connections<br />22,000 Conversations every day<br />100,000 Customer generated reviews<br />$6,500,000 in revenue for Dell Twitter globally<br />5<br />Dell & Social Media - who we are<br />17/03/2011 Stockholm<br />
  6. 6. 6<br />Dell & Social Media – Why Social Media<br />Social Media helps Dell in achieving their purpose of:<br />“Delivering technology solutions that enable people everywhere to grow and thrive.”<br />Confidential<br />
  7. 7. 7<br />Dell & Social Media – Why Social Media<br />17/03/2011 Stockholm<br />…a brief history<br />
  8. 8. 8<br />Dell & Social Media – how we listen and engage<br />Listening <br />Dedicated listeners in our global Listening Command Centre<br />Regional listening teams on the ground in each region<br />Over 6,000 Dell Employees trained to listen <br />17/03/2011 Stockholm<br />
  9. 9. 9<br />Dell & Social Media – how we listen and engage<br />17/03/2011 Stockholm<br />Engaging<br />Support teams representing:<br />Product support<br />Sales and order<br />Post support<br />Product quality<br />Communications<br />Online<br />And more…<br />
  10. 10. 10<br />Dell & Social Media – how we listen and engage<br />Twitter listening & engaging<br />Listening to social media properties and engaging with customers<br />@dellhomeuk averaging 80 engagements daily <br />Capturing trends on customer behaviour <br />17/03/2011 Stockholm<br />
  11. 11. 11<br />Dell & Social Media – how we listen and engage<br />17/03/2011 Stockholm<br />Employees get involved<br />Training and certification for listening and engaging<br />Internal social media property, Chatter accessible to every single employee<br />Multitude of employee communities that encourage engagement<br />
  12. 12. 12<br />Dell & Social Media – how we listen and engage<br />17/03/2011 Stockholm<br />Support and escalation<br />Dell Cares is a global team:<br />Providing support for Social Media queries across all properties<br />Regional language based teams<br />Provides escalation on issues requiring specific care<br />
  13. 13. 13<br />Dell & Social Media – how we listen and engage<br />Facebook listening & engaging<br />Listening to threads and engaging when appropriate<br />Two-way engagement on Facebook<br />Fans are fully engaged with other fans and Dell<br />17/03/2011 Stockholm<br />
  14. 14. 14<br />Dell & Social Media – what we learn and get in return<br />Voice of the Customer<br />Social Advisor – Tag Cloud<br />Product selector, non-bias <br />Based on customer reviews<br />Transaction on site<br />17/03/2011 Stockholm<br />
  15. 15. 15<br />Dell & Social Media – what we learn and get in return<br />Voice of the Customer<br />Over 100,000 reviews from customers<br />Customers recommend to other customers<br />17/03/2011 Stockholm<br />
  16. 16. 16<br />Dell & Social Media – what we learn and get in return<br />Q&A Community Wiki<br />Users post questions and Community answers<br />Leverage rich community knowledge<br />Dell experts also provide answers<br />Over 1,800 questions so far<br />17/03/2011 Stockholm<br />
  17. 17. 17<br />Dell & Social Media – what we learn and get in return<br />TradeSecrets<br />Sharing best practice between companies<br />Using Twitter keeps it focused <br />Confidential<br />
  18. 18. 18<br />Dell & Social Media – where the opportunities are<br />Viral videos<br />Product launch teasers, interviews, press conferences, customer stories<br />Dell Duo teaser gathered 250,000 views in the first 72 hours – over 650,000 views to date<br />17/03/2011 Stockholm<br />
  19. 19. 19<br />Dell & Social Media – where the opportunities are<br />Flash mob<br />Introduction of Dell Streak in Australia<br /> Published to YouTube it garnered 50,000 views<br />17/03/2011 Stockholm<br />
  20. 20. 20<br />Dell & Social Media – where the opportunities are<br />Dell Streak across America<br />9 cities coast to coast<br />Facebook fan page to generate interest and invitations to attend<br />Blogging of journey created on going interest and PR<br />17/03/2011 Stockholm<br />
  21. 21. 21<br />Dell & Social Media – where the opportunities are<br />MTV EMA – Red Carpet<br />Created a red carpet experience for the audience that included a photo call<br />All images were posted on Facebook fan pages in Europe and the fans were encouraged to tag themselves in the photo and share their experience on the site.<br />17/03/2011 Stockholm<br />
  22. 22. 22<br />Dell & Social Media – where the opportunities are<br />17/03/2011 Stockholm<br />Twitter Offers – Outlet Sales<br />Exclusive offers<br />1.5 million followers in the US outlet<br />Significant revenue generated through offers on Twitter.<br />
  23. 23. 23<br />Dell & Social Media – where the opportunities are<br />17/03/2011 Stockholm<br />Swarm<br />Group buying – on Facebook<br />Unique limited offer<br />Group discounts – get better with when more join<br />Offers close after buying group minimum achieved<br />Launched in Canada, Australia<br />Launching in UK <br />
  24. 24. 24<br />Dell & Social Media – where the opportunities are<br />17/03/2011 Stockholm<br />Social Competitions<br />Dell Duo – launch campaign<br />Generate interest in Dell Duo<br />Music playlist<br />Win a Duo<br />
  25. 25. 25<br />Dell & Social Media – where the opportunities are<br />17/03/2011 Stockholm<br />Product and eco-system integration<br />Feature our mobility product set and how they integrate technology with the social media lifestyle<br />Eco-system of our Stage UI which provides a common interface with all Dell products with widgets for social media<br />
  26. 26. 26<br />Dell & Social Media - listen, engage, learn <br />17/03/2011 Stockholm<br />“Engaging in honest, directconversations with customers and stakeholders is a part of who we are, who we’ve always been.  The social web amplifies our opportunity to listen and learn and invest ourselves in two-way dialogue, enabling us to become a better company with more to offer the people who depend on us.”  <br />-Michael Dell<br />
  27. 27. 27<br />Dell & Social Media - listen, engage, learn <br />Listen<br />Listening provides insight to your brand and can be an early indicator of action needed to be taken<br />Engage<br />Engage when appropriate and do it in a clear, objective and transparent manner<br />Learn<br />Social Media provides great learning that are not only reactive, but proactive and can lead to ecommerce opportunities<br />Confidential<br />
  28. 28. Thank you!<br />28<br />17/03/2011 Stockholm<br />
  29. 29. 29<br />Dell & Social Media - listening, engaging, learn <br />How Dell uses social media to listen and engage with customers along with reaching out to new audiences<br />Create a working culture that integrates social media across the organisation<br />How social media has become an effective tool for customer service<br />Using customer feedback and reviews to benefit the evolution of our solutions along with proving that voice to their peers in the purchase process<br />Making social media an integral channel for launches, campaigns and other activities<br />Confidential<br />

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