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Webbstrategidagarna 2011
 

Webbstrategidagarna 2011

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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