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presentation on Dell and Social Media for Webbstrategidagarna 2011 in Stockholm, Sweden

presentation on Dell and Social Media for Webbstrategidagarna 2011 in Stockholm, Sweden

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Webbstrategidagarna 2011 Webbstrategidagarna 2011 Presentation Transcript

  • Dell & Social Media –listen, engage, learn
    Stephen Jio - @stephenjatdell
    Webbstrategidagarna 2011, Stockholm
    14 April 2011
  • 2
    Dell & Social Media - listen, engage, learn
    The 3 essential elements to be successful in Social Media
    Listenconnecting directly with customers
    Engagebuilding trusted relationships
    Learnproviding value and opportunity
    Webbstrategidagarna 2011, Stockholm - 14 April 2011
  • 3
    Dell & Social Media - who we are
    Dell is Global…
    110,000
    Employees
    globally
    2
    Billion
    Interactions
    Annually
    Dell.com in 166 countries and 34 languages
    Service Team members in 90 countries
    Webbstrategidagarna 2011, Stockholm - 14 April 2011
  • Dell is Responsible…
    Perfect score in Corporate Equality Index (6th year in a row)
    Greenest company in America 2010 (Newsweek)
    Proud Corporate supporter of (PRODUCT)RED™
    200,000 hours of Volunteer time by Employees
    4
    Dell & Social Media - who we are
    Webbstrategidagarna 2011, Stockholm - 14 April 2011
  • Dell is Social…
    3,500,000 Community connections
    22,000 Conversations every day
    100,000 Customer generated reviews
    $6,500,000 in revenue for Dell Twitter globally
    5
    Dell & Social Media - who we are
    Webbstrategidagarna 2011, Stockholm - 14 April 2011
  • 6
    Confidential
    Dell’s Social Landscape
  • 7
    Dell & Social Media - listen
    Listen
    Webbstrategidagarna 2011, Stockholm - 14 April 2011
  • 8
    Dell & Social Media - listen
    Listen
    Why we do it
    What kind of commit it will take from the business
    Why we do it ourselves
    How we prepare employees
    How tools will make listening possible
    Webbstrategidagarna 2011, Stockholm - 14 April 2011
  • 9
    Dell & Social Media – listen: Why
    Social Media helps Dell in achieving their purpose of:
    “Delivering technology solutions that enable people everywhere to grow and thrive.”
    Webbstrategidagarna 2011, Stockholm - 14 April 2011
  • 10
    Dell & Social Media – listen: Commit
    Commit to Social Media
    Dedicated listeners in our global Listening Command Centre
    Regional listening teams on the ground in each region
    Over 10,000 Dell Employees trained to listen (so far!)
    Webbstrategidagarna 2011, Stockholm - 14 April 2011
  • 11
    Dell & Social Media – listen: Ourselves
    Do it internally
    Internally done ensures the integrity of the context of the message
    Allows immediate action or engagement
    Gives direct feedback to the business unit
    Webbstrategidagarna 2011, Stockholm - 14 April 2011
  • 12
    Dell & Social Media – listen: Employee Focus
    Train employees
    Training and certification for listening and engaging
    Internal social media property, Chatter accessible to every single employee
    Multitude of employee communities that encourage engagement
    Webbstrategidagarna 2011, Stockholm - 14 April 2011
  • 13
    Dell & Social Media – listen: Tools
    Use tools
    Tools help you hone in on subject matter that you want to focus on
    Tools can filter out noise
    Some tools can perform intelligence in understanding the tone of the conversation
    Some tools offer workflow capabilities
    Webbstrategidagarna 2011, Stockholm - 14 April 2011
  • 14
    Dell & Social Media – listen, engage
    Engage
    Webbstrategidagarna 2011, Stockholm - 14 April 2011
  • 15
    Dell & Social Media – engage
    Engage
    When to engage and when not to engage
    Be consistent in your engagement
    How different properties require different engagement
    Escalate using existing tried and true channels
    Webbstrategidagarna 2011, Stockholm - 14 April 2011
  • 16
    Dell & Social Media – engage: When and When Not
    Engagement
    Do not use to neutralise or argue a dissenting opinion
    Let the community respond; trust the community
    When the conversation is peer to community and not the company
    Engage if asked a question or to provide greater detail
    Webbstrategidagarna 2011, Stockholm - 14 April 2011
  • 17
    Dell & Social Media – engage: consistent
    When you do engage
    Always display total transparency – never mask you identity
    Be honest, consistent and clear
    Be prompt, Social Media moves quicker than any other channel of communication
    Webbstrategidagarna 2011, Stockholm - 14 April 2011
  • 18
    Dell & Social Media – engage: Twitter
    Twitter listening & engaging
    Listening to social media properties and engaging with customers
    @dellhomeuk averaging 80 engagements daily
    Capturing trends on customer behaviour
    Webbstrategidagarna 2011, Stockholm - 14 April 2011
  • 19
    Dell & Social Media – engage: Facebook
    Facebook listening & engaging
    Listening to threads and engaging when appropriate
    Two-way engagement on Facebook
    Fans are fully engaged with other fans and Dell
    Webbstrategidagarna 2011, Stockholm - 14 April 2011
  • 20
    Dell & Social Media – engage: escalation
    Support and escalation
    Dell Cares is a global team:
    Providing support for Social Media queries across all properties
    Regional language based teams
    Provides escalation on issues requiring specific attention
    Move to existing support channels to ensure process integrity
    Respond back on social network with closure
    Webbstrategidagarna 2011, Stockholm - 14 April 2011
  • 21
    Dell & Social Media – listen, engage, learn
    Learn
    Webbstrategidagarna 2011, Stockholm - 14 April 2011
  • 22
    Dell & Social Media – learn
    Learn
    Feedback we can use to improve our own process
    Learn allows us to view opportunities to improve our engagement
    Utilise the power of the community
    Leverage Social Media as a vehicle for transactions
    Webbstrategidagarna 2011, Stockholm - 14 April 2011
  • 23
    Dell & Social Media – learn
    Leveraging Social Media
    Promote social causes
    Increase visibility reach for initiatives
    Help drive sponsorship
    17/03/2011 Stockholm
  • 24
    Dell & Social Media –learn
    Voice of the Customer
    Social Advisor – Tag Cloud
    Product selector, non-bias
    Based on customer reviews
    Transaction on site
    Webbstrategidagarna 2011, Stockholm - 14 April 2011
  • 25
    Dell & Social Media – learn
    Voice of the Customer
    Over 100,000 reviews from customers
    Customers recommend to other customers
    Webbstrategidagarna 2011, Stockholm - 14 April 2011
  • 26
    Dell & Social Media – learn
    Q&A Community Wiki
    Users post questions and Community answers
    Leverage rich community knowledge
    Dell experts also provide answers
    Over 3,000 questions so far
    Webbstrategidagarna 2011, Stockholm - 14 April 2011
  • 27
    Dell & Social Media – learn
    TradeSecrets
    Sharing best practice between companies
    Using Twitter keeps it focused
    Webbstrategidagarna 2011, Stockholm - 14 April 2011
  • 28
    Dell & Social Media – learn
    Viral videos
    Product launch teasers, interviews, press conferences, customer stories
    Dell Duo teaser gathered 250,000 views in the first 72 hours – over 650,000 views to date
    Webbstrategidagarna 2011, Stockholm - 14 April 2011
  • 29
    Dell & Social Media – learn
    Dell Streak across America
    9 cities coast to coast
    Facebook fan page to generate interest and invitations to attend
    Blogging of journey created on going interest and PR
    Webbstrategidagarna 2011, Stockholm - 14 April 2011
  • 30
    Dell & Social Media – learn
    Flash mob
    Introduction of Dell Streak in Australia
    Published to YouTube it garnered 50,000 views
    Webbstrategidagarna 2011, Stockholm - 14 April 2011
  • 31
    Dell & Social Media – learn
    MTV EMA – Red Carpet
    Created a red carpet experience for the audience that included a photo call
    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.
    Webbstrategidagarna 2011, Stockholm - 14 April 2011
  • 32
    Dell & Social Media – learn
    Twitter Offers – Outlet Sales
    Exclusive offers
    1.5 million followers in the US outlet
    Significant revenue generated through offers on Twitter.
    Webbstrategidagarna 2011, Stockholm - 14 April 2011
  • 33
    Dell & Social Media – learn
    Swarm
    Group buying – on Facebook
    Unique limited offer
    Group discounts – get better with when more join
    Offers close after buying group minimum achieved
    Launched in Canada, Australia
    Launching in UK
    Webbstrategidagarna 2011, Stockholm - 14 April 2011
  • 34
    Dell & Social Media – learn
    Social Competitions
    Dell Duo – launch campaign
    Generate interest in Dell Duo
    Music playlist
    Win a Duo
    Webbstrategidagarna 2011, Stockholm - 14 April 2011
  • 35
    Dell & Social Media – learn
    Product and eco-system integration
    Feature our mobility product set and how they integrate technology with the social media lifestyle
    Eco-system of our Stage UI which provides a common interface with all Dell products with widgets for social media
    Webbstrategidagarna 2011, Stockholm - 14 April 2011
  • 36
    Dell & Social Media - listen, engage, learn
    “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.” 
    -Michael Dell
    Webbstrategidagarna 2011, Stockholm - 14 April 2011
  • 37
    Dell & Social Media - listen, engage, learn
    The 3 essential elements to be successful in Social Media
    Listenconnecting directly with customers
    Engagebuilding trusted relationships
    Learnproviding value and opportunity
    Webbstrategidagarna 2011, Stockholm - 14 April 2011
  • Thank you!
    @stephenjatdell - Twitter