• Share
  • Email
  • Embed
  • Like
  • Private Content
The business of social media: Transforming your company into a social business - Rishi Dave Executive Director, Digital Marketing
 

The business of social media: Transforming your company into a social business - Rishi Dave Executive Director, Digital Marketing

on

  • 1,210 views

 

Statistics

Views

Total Views
1,210
Views on SlideShare
1,077
Embed Views
133

Actions

Likes
1
Downloads
14
Comments
0

3 Embeds 133

https://twitter.com 121
http://www.linkedin.com 8
https://www.linkedin.com 4

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Dell’s use of social media really goes to the roots of who we are as a company: the power and value of direct connections with customers, as well as using the Web as a tool to be a better business. Our teams have been exchanging information with customers online since the late 1980s with listservs, and by 1996 we had our own Dell Community forums at Dell.com (other examples include: early leadership of e-commerce, the Web infrastructure to drive our supply chain, Premier Pages, etc)Today, we see social media as tool to be used across the fabric/functions of our businesses to build better business and be more connected with customers (i.e. the social web is not just about marketing or a customer support channel, rather it is a tool to be used to collaborate, connect and constantly do more with customers, from quality, to innovation, to building better business processes, to connecting and sharing real time, as well as solving technical or customer care issues) Highlights to pick out:Started with technical support (Customer service delivery)Just over 5 years ago became an early adopter using social media to connect with customers and build a better business.  In March 2006 we established the Online Community Outreach team, a group of tech support experts that reached out to bloggers around the world who had questions or required assistance. Later that year we expanded blog outreach beyond tech support to include any conversations about Dell.  2006 was also the year we launched our blog, Direct2Dell.Moved into communications – using as a channel to tell our story – Direct to DellDeveloped into crowd sourced product and service development with IdeaStormGone multi-lingual – multi-platforms – from our own .com/blog out to those customers select for themselves – no good just listening to the conversations in English, in your own frontroom - got to get out into the street to hear what customers really thinkInternal and external – agent for collaboration and innovation within the organisation e.g. Employee Storm; ChatterDirect sales (or facilitation) channel – lot made of our sales on platforms like twitter with @delloutlet but also important to realise that buying behaviours for products and services are also now heavily influenced by the social web – the opinions of trusted friends often first port of call (social web friends; bloggers)…so bringing those views into the buying process is impactful – so dell.com brings reviews/ratings front and centre with customersPower of advocates/ambassadors not to be underestimated – your team members are powerful voices for your brand/products and services… SMaC training and open access to all the tools they need at work to both LISTEN and ENGAGENote: Google+Dell team members from around the around the world are early adopters and users of social media, most recently on Google+ and Pinterest.
  • It’s already happening. Last year, 87% of mobile customers were not online. In 2011, 80% of them will be.
  • Costco Wholesale faced massive legacy challenges: one of the world’s largest AS/400 implementations with for one monolithic application made up of over 12 million lines of RPG spaghetti code.They couldn’t expand to new markets or keep up with day-to-day enhancements.They knew they wanted to move their commodity functions to COTS, but they couldn’t define those functions clearly or draw the line between the commodity and the unique.They were STUCK.Dell Portfolio Assessment broke up and sized their unique and commodity functions and gave them a roadmap to follow.In 16 weeks, Dell got Costco UN-STUCK and on the road to a hybrid SAP / Java modernization.Today Costco’s Enterprise Architecture team is using the Dell Repository created in their assessment to drive a Master Data Management project and to map their Business Capabilities to the legacy assets that implement them.Dell has become Costco’s core technology for legacy analysis, and Make Technologies has become a key strategic partner.
  • Costco Wholesale faced massive legacy challenges: one of the world’s largest AS/400 implementations with for one monolithic application made up of over 12 million lines of RPG spaghetti code.They couldn’t expand to new markets or keep up with day-to-day enhancements.They knew they wanted to move their commodity functions to COTS, but they couldn’t define those functions clearly or draw the line between the commodity and the unique.They were STUCK.Dell Portfolio Assessment broke up and sized their unique and commodity functions and gave them a roadmap to follow.In 16 weeks, Dell got Costco UN-STUCK and on the road to a hybrid SAP / Java modernization.Today Costco’s Enterprise Architecture team is using the Dell Repository created in their assessment to drive a Master Data Management project and to map their Business Capabilities to the legacy assets that implement them.Dell has become Costco’s core technology for legacy analysis, and Make Technologies has become a key strategic partner.
  • More than 400 tours… originated the formation of SMSG:The Social Media Services Group (SMSG) is a trusted advisor to those interested in: Understanding what is being said about their brand, industry, competitors, products, etc.Improving customer relationships via social media.Building their social media strategy.This is a unique collaborative approach between Marketing and Services, which allows customers to leverage Dell’s thought leadership, intellectual capital and innovative ideas.The group extends Dell’s social media experience and expertise to customers across various industry segments and sizes.The offers are designed to support nascent to mature customers along their social media journey.
  • Launched pilots in Q3FY12 to test solutions- These offers were piloted across various segments and they were built to support all types of customers, from small business to large enterprise and from government and non-profit to public and educationOfferings based on market needs and Dell’s maturity in each area
  • Dell is in an unprecedented position to help enterprises develop and manage social media initiatives because, unlike vendors who provide point solutions or pre-packaged offerings, we can provide:  Customized Approaches for Each CustomerWe have personalized material relevant to our customersVertical Subject Matter Experts (SMEs) are available.We provide recommendations for solutions best suited for customers’ needs and success. End-to-End SolutionsWe’re able to support customers—new to mature—in the social media space.Dell has technology, as well as solutions skills.For our customers’ social media needs, we can tell them how to do it, do it for them or provide tools and solutions so they can do it.  Integrated Business GroupThe Social Media Services Group (SMSG) is a partnership between Marketing and Apps & BPO Services. Marketing allows us to leverage Dell’s social media thought leadership, intellectual capital and innovative ideas. The Services group provides the ability for delivery and scaling capabilities of our offers. Trusted PractitionersHaving spent over 6 years in the spaces and seeing our fair share of successes and struggles, that experience lends us a unique perspective. That is one of our key differentiators.
  • The American Red Cross Digital Operations Center played an integral part within the online community by providing immediate disaster relief information to victims who were affected by Hurricane Sandy. The Command Center enabled the Red Cross to “listen” to more than 542,947 social conversations which helped guide which disaster-relief resources needed to be deployed, and where. It enabled the non-profit organization to deliver pivotal information via Twitter such as nearby shelter locations, survival tips and tricks and how others can step in and help by getting involved.

The business of social media: Transforming your company into a social business - Rishi Dave Executive Director, Digital Marketing The business of social media: Transforming your company into a social business - Rishi Dave Executive Director, Digital Marketing Presentation Transcript

  • The business ofsocial mediaTransforming your company into asocial businessRishi DaveExecutive Director, Digital Marketing, Dell Confidential
  • Over six years of social media experience Altimeter March 2008 June 2009 Dell February 2007 recognized Dell Accepted Solutions Global Twitter with “Open namedFebruary 2006 IdeaStorm launched launched on Community revenues of Leadership Award the No. A voting based site allowing for Innovation andMichael Dell asked Dell France begins Online May 2008 $6.5 M 1 most customers and others to Community Outreach Execution”Why don’t we reach out and help submit ideas for Dell. Dell Outlet achieved socialbloggers with tech support issues? October 2007 $0.5M in sales via Twitter brand Michael Dell quoted in Business March December 2006 Week 2010 Ratings and In response to Jeff Jarvis question around Dell whether companies want to be part of the January 2009 joins reviews launched online conversation: ”My argument is you December 2010 Dell Organizes June 2009 Sina on Dell.com absolutely do. You can learn from them. You Social Media can improve your reaction time. And you can into four $2M+ Sales Weibo Listening be a better company by listening and being customer via Twitter in Command involved in that conversation.” focused China Center launched business units 2006 2007 2008 2009 2010 2011 Social Media & July 2006 Community June 2007 2009 University (SMaC U) Direct2Dell launched Today Direct2Dell exists in Dell joined Twitter June 2008 Dell TechCenter launched English, Spanish, Norwegian, Channel 5,000 team EmployeeStorm January Spring 2009 members trained by 6 Awards for the Japanese and Chinese. blog December launched 2008 Members of end of year Social Media Listening launched 2009 Internal Blogs Launched Dell aligns Community Command Center Huffington January 2007 for Employees. organization and Post Blog StudioDell launched November 2007 for success Conversations B2B pages on Dell’s video and podcast site, with DellShares deployed FacebookAugust 2006 helpful tips and tricks. Eventually launched within each of expanding this into the YouTube April 2008Blog outreach The first investor the new Dell channel making sharing easier. Inside IT launched June 2010expanded beyond relations blog by a Blog focused on business Business units public company. CAP Days launchedtech Support customers, and Cloud In-person events for vocal Computing. online customers Confidential
  • Are You Talking To Me? Yes, thanks Dell Earnings Don’t Tell Big to social media. And the best Transformation Story companies are listening: Recognized I was leaving this wall caught my eye. If you ever contacted “Over the past year, computer maker Dell Inc. has Dell on Twitter, Facebook, or other social media, chances been promoting a program to eventually unleash are you spoke to some one at Dell Cares. This wall is a wide swath of employees to participate officially plastered with index cards that Dell employees such as leader in social media. Every function in Dell—it doesnt matter if you are in product, sales or customer service—can benefit from these social tools. "listen, engage, and delight our customers”, “connect with people from around the world" and "turn back the clock town hall style”. I dunno, it just spoke to me. in social What Dell can teach your Top Tweeters: Social Media Champs company about social media ROI @Dell @dellcares @direct2dell (and many more) Why Dell is Still a Great case study: Dell Social“For all the hate I throw at Dell, at least their Dell “Dell is an awesome case study of how to be a Businesstwitter feed has a level of engagement and serves social business. And they’ll continue to be because 5 Reasonsa purpose — brings customers to Dell website.” they’re constantly thinking about it, innovating Strategy – Why Dell Is around it and showing us how it should be done. The Secret Sauce: “Dell The Worlds Most So the next time you hear someone bring up Dell is deeply social and its as a case study at a social media conference. Don’t objectives are to create Social Company roll your eyes. Pay attention. Chances are you’re shared value. 6,000 not yet doing what they are. So you’ve probably trained social media got something to learn.” staffers is a great place Confidential to start.
  • Participants shifted• Average social network user is 31• Fastest growing Facebook demographic is women over 55• Average social gamer is 43 year-old women Confidential
  • Authorityshifted Confidential
  • The screen shifted2007 - 87% of mobile customersare not online2011 - 80% of mobile customersare online Confidential
  • Content river Confidential
  • Brand touchpointsnow generated bycustomers66%Bloggers postingopinions aboutproducts34% Confidential
  • Google25% of search results for theworlds largest brands link touser generated contentSocial streamsDiscover what you did notrealize you needed to know. Confidential
  • Listening Confidential
  • Command Center Confidential
  • Internal training Confidential
  • Employees areyour company’srock stars Confidential
  • Customer voices frustration…Model suppliesSales, 60,000+Twitter followers …Dell listens, engages,The customer tweeted in regards and resolves issuesto an LCD issue w/her PC on 4/18to her friends@DellCares identified the Delighting the customer whosecustomer was in need of following re-tweets to 150k+ usersassistance and responded on 4/19The issue was resolved on 4/29 Confidential
  • Executive Engagement Customer voices frustration… Michael Dell steps in… @ModelSupplies Thanks for contacting @dellcares and for positive feedback too. Thrilled to …Dell listens, engages, hear you are a happy Dell customer! and resolves issues 6:14 PM May 25th via web Model Supplies raves Delighting the customer whose Youre very welcome! following re-tweets to 150k+ users @MichaelDell Thank you for the fantastic service - and for the reminder of things still to do! x0x 7:43 PM May 25th via web Confidential
  • Dell TechCenter Confidential
  • Listeningshifted Confidential
  • Internal social media Confidential
  • Evolution alwayshappens in phases• Experiment• Product• Application• Build out• Connecting and scaling Confidential
  • conversion & margin lift revenue/visitor is 3X higher in Japan; 134% higher in USConversion andmargin lift • 62 Countries • 14 Languages • Over 140,000 Reviews Submitted • 14,461 Different Products Reviewed• 62 Countries 75% of All Ratings 4 or 5•• 14 Languages Stars• Over 140,000 Reviews Submitted• 14,461 Different Products Reviewed• 75% of All Ratings 4 or 5 Stars Confidential
  • Social mediadelivers business Awarenessvalue across Dell.comthe entirecustomer lifecycle External communities Research and CLV (loyalty) Consideration Our communities Demand/ Support Lead gen and sales Confidential
  • Be proactiveJump into the river witha great content strategy Confidential
  • What is changing campaign campaign campaignCurrent model interest year platform/service campaign interestNew model year social media base Confidential
  • “In the age ofconversational media,brands must becomepublishers…...Publishing meansconnecting acommunity through theart and science ofcommunication.John Battelle, Federated Media. Confidential
  • 85% of Traffic comes through non-paid sourcesMarketingefficiencies (AmexOpen Forum)Earned traffic generatedthrough OPEN Forum sharingsaves marketing dollars Social referral traffic Readers share with their own social graphs, bringing back more visitors. Confidential
  • Nike“Just try to recall the last couple ofNike commercials you saw ontelevision.Dont be surprised when you cant.Nikes spending on TV and printadvertising in the U.S. has droppedby 40% in just three years, even asits total marketing budget hassteadily climbed upward to hit arecord $2.4 billion last year”. Confidential
  • Not just a campaign,but in harmonyacross the fabricof a companyProduct Group - QualityMarketing - DemandServices Solutions - CredibilityOnline - ConversionSales – Cycle TimeCustomer Service - ResolutionComms PR & HR - Reputation Confidential
  • Recent Customer Focus Employee-driven culturecollege graduate Innovation Technology New Business Models Empowered Social FlexibilityWHAT THEY HEAR Leadership Media Competitiveness Confidential
  • Cube in an OfficeRecent Set Working Hourscollege graduate A Desktop Computer A locked-down operating system that was released when they were 12-years-oldWHAT THEY SEE Limited Internet & social media site access Restrictions on use of employee-owned technology Confidential
  • Dell Social Media ServicesExperience to transform and lead Confidential
  • Customers are asking for Dell’s Advice How do I build a What tools How do I scale a social How do I startLorem ipsum dolor sit amet, training program? do I use? media solution? in social?consectetur adipiscing elit. How do I get my exec I want to understand what is How do I build my own team to adopt social? being said about my brand social command center? Confidential
  • Social media services Experience to transform and lead Listening and Listening command Best practices seminars Advisory service insights service center build-outs … enable customers to: • Learn best practices from • Optimize the tactical • Get daily, weekly, monthly • Benefit from Dell’s Dell case studies and elements of social media reports that capture social experience building their scenario role playing strategy media conversations and own listening • Get social media strategies • Understand the provide insights command center for specific corporate and effectiveness of your • Gain a deeper • Discuss best practices for industry needs current strategy understanding of your staffing, running and • Find out how you can use and initiatives customers, competitors and integrating the command social media effectively • Establish a strategic plan in industry market needs center into your business alignment with businessFuture social media service offers goals, culture and ROI Mobile Command Center Lead Mining Community and Idea management Customer support training Confidential
  • Key messages and differentiators• Social media pioneer • Offers have and practitioner for foundational relevance six years for all industries, which• Offers built on the can be tailored to learning of our various verticals and capabilities internally Trusted Customized segments• Offers piloted with practitioner approach • Vertical SMEs are customers from available various segments• Able to support from • Partnership between new to mature marketing and services customers in the social End-to-end Integrated • Combines Dell’s social business space solutions business media intellectual• Offering both group capital, capabilities and technological strategies with understanding and services’ capability to solutions skills scale and deliver offers Confidential
  • What Dell did for Kraft Foods ChallengeAs a company with experience and strongknowledge in social media, Kraft was interested inlearning from Dell how to push the socialprograms they had to the next level, as well as tounderstand how to spread listening across theorganization and the value/role that a Listening Kraft FoodsCommand Center can play in that evolution. During a full-day session, Kraft participated in the Approach Roles of Social Media Listening and Use of Its Data and Experience a Day in the CommandDell spent quite a bit of time researching the Kraft Center seminarsbrands to analyze conversational content foundwithin social media. That insight was incorporated Benefitsinto two seminars, which involved discussion- Both Dell and Kraft exchanged ideas during thebased learning, as well as role-playing scenarios. seminar and obtained valuable learning. Kraft was ableThe result was a customized, interactive and to see first-hand how Dell leverages and is organizedengaging day for the customer. around listening and how they act with this data. Confidential
  • What Dell did for the American Red Cross Challenge The American Red Cross has been a leader in the social media space for some time, but looked to Dell for help with how to scale their social media operations during major disasters. They were in need of assistance scaling to the efforts required of an organization with such worldwide exposure and direct effect on human life. The American Red Cross Approach This is the first social media command center devoted to Dell was brought in to construct the project—and they humanitarian relief and demonstrates the power social media can lend during emergency and crisis situations. modeled it on their own Social Media Listening Command Center, which is used to track brand sentiment and Benefits chatter. They consulted not only on the space • Improved sourcing of data and identification of trends in configuration and build, but they also helped the disaster-affected areas American Red Cross establish processes for the successful • Significantly improved ability to anticipate and respond to the public’s needs training and operation of their command center. • Ability to more quickly connect people with the resources they The DigiDoc Command Center enabled the American Red Cross to “listen” need during a disaster, such as food, water, shelter or even to more than 542,947 social conversations during Hurricane Sandy. emotional support35 Confidential
  • Please help Dell meet your needsby filling out the Session Evaluation Surveys On paper Content On the Dell World app style • Forms in room • Turn in on the way out guidelines 1. Select My Schedule Session Evaluation Survey 2. Select session to evaluate 3. Select Surveys 4. Select survey title Or 5. Simply complete the survey Confidential