You Brand is Being Discussed, Are You Listening?
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You Brand is Being Discussed, Are You Listening?

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Sean McDonald, Director of Communities and Conversations at Dell, about the strategies, viewpoints and initiatives Dell has undertaken to give both customers and employees a voice in the brand. ...

Sean McDonald, Director of Communities and Conversations at Dell, about the strategies, viewpoints and initiatives Dell has undertaken to give both customers and employees a voice in the brand. Through the effective use of Web 2.0 technologies, Dell has enabled interactions that result in direct consumer feedback and decreased support costs.

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You Brand is Being Discussed, Are You Listening? Presentation Transcript

  • 1. YOUR CUSTOMERS ARE TALKING ABOUT YOUSean McDonaldDirector, Communities and ConversationsGlobal CommunicationsTwitter: smcdonaldatdell 1
  • 2. Real Life?DELL CONFIDENTIAL 2
  • 3. COMMUNICATION ISDIFFERENT NOW © Hugh McLeod– Human beings talk with each other – a conversation– Traditional corporate communication is a one way communication – easy to ignore– Web 2.0 opens up ability to have conversations 3
  • 4. IT HAS ALWAYS BEENABOUT RELATIONSHIPS The Break UpDELL CONFIDENTIAL 4
  • 5. SO WHY SHOULD ACOMPANY CARE? You have an online presence You sell or service customers You spend $ on advertising You spend $ on branding You want customers to be your marketing force Your customer know how to use Search (Google anyone?)DELL CONFIDENTIAL 5
  • 6. WHAT HAS CHANGED?DELL CONFIDENTIAL 6
  • 7. Trends that are quietly changing our world
  • 8. 8 million 3 new DSL 2 new blogs 2 milliontext messages subscribers are created e-mails 25 1400 videos 1200Mobile phones 7 PCs sold viewed on google sold YouTube searches 23 new 7 people logon 18000 17000 IMs domains for the songs illegally sent on Yahoo registered first time sharedEVERY SECOND…
  • 9. The number of text messages sent and receivedevery day ……exceeds the population of the planet.
  • 10. OUR WORLD IS CHANGING…People - the online population will double in 4-5 years from1bn to 2bn – Fast growing and emerging markets are leading the way – 120 MM people online in China…less than 10% of the populationContent – it is exploding – More content on YouTube in 2006 than on the web in 2000Media 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
  • 11. Digital Data Explosion Six-fold increase in digital data in four years 2010: 988 Exabytes Amount Of Digital Data Online •95% of data unstructured 2006: •Average F1000 company has 161 Exabytes 1 petabyte (50x increase in 3 years) 2006 2007 2008 2009 2010Source:DELL CONFIDENTIAL IDC, March 2007
  • 12. CITIZENS ARE NOW CREATING AND PUBLISHINGDELL CONFIDENTIAL 16
  • 13. Why has this happened? Customers, Employees, Shareholders get information from more trusted sources – Pervasive use on internet as a communication tool – Content creation, information sharing, and publishing have shifted – We get our messages from variety of sources – Web 2.0 technologies move content faster than ever before and across languages Enterprise is no longer in control of information/communication 17
  • 14. WHAT HASN’T CHANGED?
  • 15. HUMAN BEINGSDELL CONFIDENTIAL 19
  • 16. TRUSTED OPINIONSSTILL MATTER
  • 17. 78% RANK CONSUMERRECOMMENDATIONS AS THE MOST CREDIBLE FORM OF ADVERTISING. -NIELSEN
  • 18. THESE EXTERNAL CHANGES ULTIMATELY DRIVE CHANGES IN YOUR BUSINESS AND IN YOUR LIVESDELL CONFIDENTIAL 22
  • 19. WHAT CAN A COMPANYDO? 1 •Listen 2 •Join Conversations 3 •Tell YOUR Story • Collaborate with 4 Stakeholders
  • 20. HOW DOES DELL LISTEN AND ENGAGE?DELL CONFIDENTIAL 24
  • 21. IT IS 10% TECHNOLOGY + 90% PEOPLE & PROCESSDELL CONFIDENTIAL 25
  • 22. BUT GREAT TECHNOLOGY FACILITATES BETTER PROCESSES AND WAYS FOR HUMAN BEINGS TO CONNECTDELL CONFIDENTIAL 26
  • 23. SOME TOOLSDELL CONFIDENTIAL 27
  • 24. PEOPLE & PROCESS Give people a place to have a discussion and join themDELL CONFIDENTIAL 28
  • 25. “A company this size is not going to be about a couple of people coming up with ideas. It’s going to be about millions of people and harnessing the power of those ideas.” Michael DellDELL CONFIDENTIAL 29
  • 26. ROIDELL CONFIDENTIAL 30
  • 27. ROI DEPENDS ON YOUR OBJECTIVEDELL CONFIDENTIAL 31
  • 28. OPEX $ – Volume and views of AS yield answers to benefit all forum users and saves Support OPEX $ – Challenge – make user generated content easier to find and use – Quickly identify solved Q&A for content creation 4318 – Rewards and encourages users to 2656 generate answers 1381 February March AprilDELL CONFIDENTIALAccepted Solutions OPEX $ Savings 32
  • 29. CUSTOMER ENGAGEMENT “I got all my research done while on Dell.com. The ratings from othercustomers helped me so much in deciding what computer/laptop I want to purchase.”“That you think enough about your customers to care what they think of your product.” “…customer reviews. Very informative” “Dells come a long way since the Dell Hell days on the community front, but this is the first time Ive seen some press on the email front. Love them or hate them, theres definitely some great content in email …Injecting website ratings and reviews into Dells email channel. Bold, direct, and much more effective than generic customer testimonials”DELL CONFIDENTIAL 33
  • 30. CUSTOMER ENGAGEMENT 1,000,000 votes on 7900 EntriesDELL CONFIDENTIAL
  • 31. EXTERNAL VALIDATION - GOOD FOR BRANDDELL CONFIDENTIAL 35
  • 32. Questions for you…1. Do you know where your company is mentioned?2. How many times your company is mentioned (online)?3. How many times your competitors are mentioned (online)?4. Who are influencers for your company and your competitors?5. What are the ideas that your customers and employees have that can help prioritize your business?6. Do you want your customers to be discussing your brand and products on your site or elsewhere?DELL CONFIDENTIAL 36
  • 33. LEADERS WILL ENTER & BECOME RELEVANT IN CONVERSATIONS THAT OCCUR EVERY DAY IN EVERY LANGUAGE ALL AROUND THE WORLD ABOUT THEIR COMPANY OR PRODUCTCompanies that cling to the past may not realize it, but they will lose relevance.
  • 34. PARTNERS AND TOOLS Blogs, Forums, Wikis, Groups, Galleries Product Ratings & Reviews IdeaStorm Social Media MonitoringDELL CONFIDENTIAL 38
  • 35. One last thought… SMILE MORE makes your customers happy and your competition worriedDELL CONFIDENTIAL 39