Dell & Social Media –listen, engage, learn<br />Stephen Jio - @stephenjatdell<br />Webbstrategidagarna 2011, Stockholm<br ...
2<br />Dell & Social Media - listen, engage, learn  <br />The 3 essential elements to be successful in Social Media <br />...
3<br />Dell & Social Media - who we are<br />Dell is Global…<br />110,000<br />Employees<br />globally<br />2<br />Billion...
Dell is Responsible…<br />Perfect score in Corporate Equality Index (6th year in a row)<br />Greenest company in America 2...
Dell is Social…<br />3,500,000 Community connections<br />22,000 Conversations every day<br />100,000 Customer generated r...
6<br />Confidential<br />Dell’s Social Landscape<br />
7<br />Dell & Social Media - listen<br />Listen<br />Webbstrategidagarna 2011, Stockholm - 14 April 2011<br />
8<br />Dell & Social Media - listen<br />Listen<br />Why we do it<br />What kind of commit it will take from the business<...
9<br />Dell & Social Media – listen: Why<br />Social Media helps Dell in achieving their purpose of:<br />“Delivering tech...
10<br />Dell & Social Media – listen: Commit<br />Commit to Social Media<br />Dedicated listeners in our global Listening ...
11<br />Dell & Social Media – listen: Ourselves<br />Do it internally<br />Internally done ensures the integrity of the co...
12<br />Dell & Social Media – listen: Employee Focus<br />Train employees<br />Training and certification for listening an...
13<br />Dell & Social Media – listen: Tools<br />Use tools <br />Tools help you hone in on subject matter that you want to...
14<br />Dell & Social Media – listen, engage<br />Engage<br />Webbstrategidagarna 2011, Stockholm - 14 April 2011<br />
15<br />Dell & Social Media – engage<br />Engage<br />When to engage and when not to engage<br />Be consistent in your eng...
16<br />Dell & Social Media – engage: When and When Not<br />Engagement<br />Do not use to neutralise or argue a dissentin...
17<br />Dell & Social Media – engage: consistent<br />When you do engage<br />Always display total transparency – never ma...
18<br />Dell & Social Media – engage: Twitter<br />Twitter listening & engaging<br />Listening to social media properties ...
19<br />Dell & Social Media – engage: Facebook<br />Facebook listening & engaging<br />Listening to threads and engaging w...
20<br />Dell & Social Media – engage: escalation<br />Support and escalation<br />Dell Cares is a global team:<br />Provid...
21<br />Dell & Social Media – listen, engage, learn<br />Learn<br />Webbstrategidagarna 2011, Stockholm - 14 April 2011<br />
22<br />Dell & Social Media – learn<br />Learn<br />Feedback we can use to improve our own process<br />Learn allows us to...
23<br />Dell & Social Media – learn<br />Leveraging Social Media<br />Promote social causes<br />Increase visibility reach...
24<br />Dell & Social Media –learn<br />Voice of the Customer<br />Social Advisor – Tag Cloud<br />Product selector, non-b...
25<br />Dell & Social Media – learn<br />Voice of the Customer<br />Over 100,000 reviews from customers<br />Customers rec...
26<br />Dell & Social Media – learn<br />Q&A Community Wiki<br />Users post questions and Community answers<br />Leverage ...
27<br />Dell & Social Media – learn<br />TradeSecrets<br />Sharing best practice between companies<br />Using Twitter keep...
28<br />Dell & Social Media – learn<br />Viral videos<br />Product launch teasers, interviews, press conferences, customer...
29<br />Dell & Social Media – learn<br />Dell Streak across America<br />9 cities coast to coast<br />Facebook fan page to...
30<br />Dell & Social Media – learn<br />Flash mob<br />Introduction of Dell Streak in Australia<br /> Published to YouTub...
31<br />Dell & Social Media – learn<br />MTV EMA – Red Carpet<br />Created a red carpet experience for the audience that i...
32<br />Dell & Social Media – learn<br />Twitter Offers – Outlet Sales<br />Exclusive offers<br />1.5 million followers in...
33<br />Dell & Social Media – learn<br />Swarm<br />Group buying – on Facebook<br />Unique limited offer<br />Group discou...
34<br />Dell & Social Media – learn<br />Social Competitions<br />Dell Duo – launch campaign<br />Generate interest in Del...
35<br />Dell & Social Media – learn<br />Product and eco-system  integration<br />Feature our mobility product set and how...
36<br />Dell & Social Media - listen, engage, learn  <br />“Engaging in honest, directconversations with customers and sta...
37<br />Dell & Social Media - listen, engage, learn  <br />The 3 essential elements to be successful in Social Media <br /...
Thank you!<br />@stephenjatdell - Twitter<br />
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Webbstrategidagarna 2011

  1. 1. Dell & Social Media –listen, engage, learn<br />Stephen Jio - @stephenjatdell<br />Webbstrategidagarna 2011, Stockholm<br />14 April 2011<br />
  2. 2. 2<br />Dell & Social Media - listen, engage, learn <br />The 3 essential elements to be successful in Social Media <br />Listenconnecting directly with customers<br />Engagebuilding trusted relationships<br />Learnproviding value and opportunity<br />Webbstrategidagarna 2011, Stockholm - 14 April 2011<br />
  3. 3. 3<br />Dell & Social Media - who we are<br />Dell is Global…<br />110,000<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 />Webbstrategidagarna 2011, Stockholm - 14 April 2011<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 />Webbstrategidagarna 2011, Stockholm - 14 April 2011<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 />Webbstrategidagarna 2011, Stockholm - 14 April 2011<br />
  6. 6. 6<br />Confidential<br />Dell’s Social Landscape<br />
  7. 7. 7<br />Dell & Social Media - listen<br />Listen<br />Webbstrategidagarna 2011, Stockholm - 14 April 2011<br />
  8. 8. 8<br />Dell & Social Media - listen<br />Listen<br />Why we do it<br />What kind of commit it will take from the business<br />Why we do it ourselves<br />How we prepare employees<br />How tools will make listening possible<br />Webbstrategidagarna 2011, Stockholm - 14 April 2011<br />
  9. 9. 9<br />Dell & Social Media – listen: Why<br />Social Media helps Dell in achieving their purpose of:<br />“Delivering technology solutions that enable people everywhere to grow and thrive.”<br />Webbstrategidagarna 2011, Stockholm - 14 April 2011<br />
  10. 10. 10<br />Dell & Social Media – listen: Commit<br />Commit to Social Media<br />Dedicated listeners in our global Listening Command Centre<br />Regional listening teams on the ground in each region<br />Over 10,000 Dell Employees trained to listen (so far!)<br />Webbstrategidagarna 2011, Stockholm - 14 April 2011<br />
  11. 11. 11<br />Dell & Social Media – listen: Ourselves<br />Do it internally<br />Internally done ensures the integrity of the context of the message<br />Allows immediate action or engagement <br />Gives direct feedback to the business unit <br />Webbstrategidagarna 2011, Stockholm - 14 April 2011<br />
  12. 12. 12<br />Dell & Social Media – listen: Employee Focus<br />Train employees<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 />Webbstrategidagarna 2011, Stockholm - 14 April 2011<br />
  13. 13. 13<br />Dell & Social Media – listen: Tools<br />Use tools <br />Tools help you hone in on subject matter that you want to focus on<br />Tools can filter out noise<br />Some tools can perform intelligence in understanding the tone of the conversation<br />Some tools offer workflow capabilities<br />Webbstrategidagarna 2011, Stockholm - 14 April 2011<br />
  14. 14. 14<br />Dell & Social Media – listen, engage<br />Engage<br />Webbstrategidagarna 2011, Stockholm - 14 April 2011<br />
  15. 15. 15<br />Dell & Social Media – engage<br />Engage<br />When to engage and when not to engage<br />Be consistent in your engagement<br />How different properties require different engagement<br />Escalate using existing tried and true channels<br />Webbstrategidagarna 2011, Stockholm - 14 April 2011<br />
  16. 16. 16<br />Dell & Social Media – engage: When and When Not<br />Engagement<br />Do not use to neutralise or argue a dissenting opinion<br />Let the community respond; trust the community<br />When the conversation is peer to community and not the company<br />Engage if asked a question or to provide greater detail<br />Webbstrategidagarna 2011, Stockholm - 14 April 2011<br />
  17. 17. 17<br />Dell & Social Media – engage: consistent<br />When you do engage<br />Always display total transparency – never mask you identity<br />Be honest, consistent and clear<br />Be prompt, Social Media moves quicker than any other channel of communication<br />Webbstrategidagarna 2011, Stockholm - 14 April 2011<br />
  18. 18. 18<br />Dell & Social Media – engage: Twitter<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 />Webbstrategidagarna 2011, Stockholm - 14 April 2011<br />
  19. 19. 19<br />Dell & Social Media – engage: Facebook<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 />Webbstrategidagarna 2011, Stockholm - 14 April 2011<br />
  20. 20. 20<br />Dell & Social Media – engage: escalation<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 attention<br />Move to existing support channels to ensure process integrity<br />Respond back on social network with closure<br />Webbstrategidagarna 2011, Stockholm - 14 April 2011<br />
  21. 21. 21<br />Dell & Social Media – listen, engage, learn<br />Learn<br />Webbstrategidagarna 2011, Stockholm - 14 April 2011<br />
  22. 22. 22<br />Dell & Social Media – learn<br />Learn<br />Feedback we can use to improve our own process<br />Learn allows us to view opportunities to improve our engagement<br />Utilise the power of the community<br />Leverage Social Media as a vehicle for transactions<br />Webbstrategidagarna 2011, Stockholm - 14 April 2011<br />
  23. 23. 23<br />Dell & Social Media – learn<br />Leveraging Social Media<br />Promote social causes<br />Increase visibility reach for initiatives<br />Help drive sponsorship <br />17/03/2011 Stockholm<br />
  24. 24. 24<br />Dell & Social Media –learn<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 />Webbstrategidagarna 2011, Stockholm - 14 April 2011<br />
  25. 25. 25<br />Dell & Social Media – learn<br />Voice of the Customer<br />Over 100,000 reviews from customers<br />Customers recommend to other customers<br />Webbstrategidagarna 2011, Stockholm - 14 April 2011<br />
  26. 26. 26<br />Dell & Social Media – learn<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 3,000 questions so far<br />Webbstrategidagarna 2011, Stockholm - 14 April 2011<br />
  27. 27. 27<br />Dell & Social Media – learn<br />TradeSecrets<br />Sharing best practice between companies<br />Using Twitter keeps it focused <br />Webbstrategidagarna 2011, Stockholm - 14 April 2011<br />
  28. 28. 28<br />Dell & Social Media – learn<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 />Webbstrategidagarna 2011, Stockholm - 14 April 2011<br />
  29. 29. 29<br />Dell & Social Media – learn<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 />Webbstrategidagarna 2011, Stockholm - 14 April 2011<br />
  30. 30. 30<br />Dell & Social Media – learn<br />Flash mob<br />Introduction of Dell Streak in Australia<br /> Published to YouTube it garnered 50,000 views<br />Webbstrategidagarna 2011, Stockholm - 14 April 2011<br />
  31. 31. 31<br />Dell & Social Media – learn<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 />Webbstrategidagarna 2011, Stockholm - 14 April 2011<br />
  32. 32. 32<br />Dell & Social Media – learn<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 />Webbstrategidagarna 2011, Stockholm - 14 April 2011<br />
  33. 33. 33<br />Dell & Social Media – learn<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 />Webbstrategidagarna 2011, Stockholm - 14 April 2011<br />
  34. 34. 34<br />Dell & Social Media – learn<br />Social Competitions<br />Dell Duo – launch campaign<br />Generate interest in Dell Duo<br />Music playlist<br />Win a Duo<br />Webbstrategidagarna 2011, Stockholm - 14 April 2011<br />
  35. 35. 35<br />Dell & Social Media – learn<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 />Webbstrategidagarna 2011, Stockholm - 14 April 2011<br />
  36. 36. 36<br />Dell & Social Media - listen, engage, learn <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 />Webbstrategidagarna 2011, Stockholm - 14 April 2011<br />
  37. 37. 37<br />Dell & Social Media - listen, engage, learn <br />The 3 essential elements to be successful in Social Media <br />Listenconnecting directly with customers<br />Engagebuilding trusted relationships<br />Learnproviding value and opportunity<br />Webbstrategidagarna 2011, Stockholm - 14 April 2011<br />
  38. 38. Thank you!<br />@stephenjatdell - Twitter<br />

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