Building a Social Business: It all Starts with Listening

Building a Social Business: It all Starts with Listening
Maribel Sierra, Director of Social Media Listening
June 21st, 2011
Twitter: @MaribelSatDell

It is your choice to listen to your customers
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Confidential

“ 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
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Confidential
6/20/2011

Five years of experiments and experience
December 2006Ratings and reviews on Dell.com
February 2006Michael Dell Asks
Why don’t we reach out and help bloggers with tech support issues?
October 2007Michael Dell quote in Business Week
Jeff Jarvis story quote, “These conversations are going to occur whether you like it or not. Do you want to be part of that or not? My argument is you absolutely do. You can learn from them. You can improve your reaction time. And you can be a better company by listening and being involved in that conversation.”
May 2008Dell Outlet achieves $0.5M in sales via TwitterCommunity team active on TwitterSmall Business blog launched
June 2009Global Twitter revenues of $6.5 M
April 2011 Dell named #1 most social brands in ranking of 100 top
March 2010
Launch @DellCares; today 24/7 11 languages
August 2006Blog outreach expands beyond tech support
March 2008Accepted Solutions launched on Community Dell France begins Online Community Outreach
February 2007IdeaStorm Launched
A voting based site allowing customers and others to submit ideas for Dell.
China Micro-Blogging
January 2009Dell Organizes in to4 customer focused business units
June 2009$2M+ Salesvia Twitter
Dec 2010 launched
Social Media Listening
Command Center
2006
2007
2008
2009
2010
2011
July 2006Direct2Dell launchedToday Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese.
October 20101
Altimeter recognizes Dell with “Open Leadership Award for Innovation and Execution on Listening
2009Dell TechCenter
June 2007Dell joins Twitter
Dell launchesEmployeeStormInternal Blogs Launched for Employees.
April 2008Inside IT launchedBlog focused on business customers, and Cloud Computing.
January 2008Dell aligns organization for success
Spring 2009Some Members of Community and Conversations deployed within each of the new Dell Business units
December 2009Huffington Post Blog
Dell Social Media and Community University launched/5,000 teammembers trained byend of year(Aug.)
August 2006Blog outreach expands beyond tech Support
January 2007StudioDell launched
Dell’s video and podcast site, with helpful tips and tricks. Eventually expanding this into the YouTube channel making sharing easier.
February 2008Twitter expanded
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June 2010
Dell launches B2B pagesFacebook
November 2007DellShares launched
The first investor relations blog by a public company.
June 2008Channel blog launched
Confidential

Find the area that will help build your business case on the power of listening and engagement
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Confidential
6/20/2011

@DellCares Across the Web Generates Positive Connections
The Customer: Model Supplies Sales, Followers: 60,000+
Issue/Resolution: The customer tweeted in regards to an LCD issue w/her PC on 4/18 to her friends. @DellCares identified the customer was in need of assistance and responded on 4/19, The issue was resolved on 4/29. MSD tweets her a thank you on 5/25, which she responds to immediately.
… Dell Listens, Engages and Resolves issue…
… delighting the Customer whose following retweets to 150k+ users
Customer voices frustration…
Model Supplies raves
Michael Dell jumps in…
@ModelSupplies Thanks for contacting @dellcares and for positive feedback too. Thrilled to hear you are a happy Dell customer! 6:14 PM May 25th via web
You're very welcome! @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
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Confidential
Dell wins the Bee Awards-Listening Program and Command Center (5/11)
"The Bees Awards received entries from 33 countries. The quality of work this year was extremely impressive which made the judging quite interesting for our 20 world experts. The list of nominees and winners announced represents work that is exceptional and is considered as the World's Best in Social Media Marketing" Bee Awards http://www.beesawards.com/bees/2011winners
6/20/2011

Embedding Listening across every functional area at Dell

Listening Impacts NPS, OpInc, Brand
Product Development
Feedback Loop
Early Warning
New Product Ideation
Marketing
Demand Forecast
Lead Generation
Message Reach
Online Presence
Ratings & Reviews
Communities
Customer Stories
Sales
Collaboration
Thought Leadership
Blogs
Customer Service
Listening
Support Widgets
Outreach
Communication
Rich Media
Brand Reputation
Influence
Reputation

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Listen, Engage, Act
Customer
Listen to customer conversations across the web to address…
CUSTOMER NEEDS
HAVE SUGGESTIONS
BRAND REPUTATION
Tech and Care Support
Sales Assistance
Closed Loop Response Engine
Storm Sessions / Idea Storm
Closed Loop Process
Subject Matter Experts
Thank / Surprise / Delight Promoters
Engage w Demoters
Brand Ambassadors
Customer Service & Fulfillment
Product Group & Professional Services
Communications
Marketing & Online
Sales
Give the company bigger ears , be willing to take action and drive (top to bottom)

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Confidential
We have been building strong Listening and Engaging teams across Dell, yet we needed a Listening Command Center

Launched on 12/8
Across 11 languages
Role: support listeners and responders across Dell
Contain viral issues
Coordinate on-boarding
Maintain standards
Share Best practices

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Confidential
Lessons learned:
Non believers will start to believe
Fundamental to have a SM policy and training program in place
Finding the balance between a push, pull mechanism is key
Reinventing every day, not a static solution

Our fabric is changing
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Confidential

SM  B2C & B2B
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Customers and businesses are in this together…

… and employees are your company’s rock stars
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So guide your team members participation in the social media space
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Confidential

Social Media & Community University
Principles
Policy
Governance
Training, Certification & Tools

Listen, Engage, Act. It’s at the heart of all strategies…But How to Scale?
Think of it as a tool,
not a channel

For your customers, offer a LIVE place to Capture Feedback and have a conversation on our business…
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Capture
insights

ROI. Business Value. Measurable in many forms = Intersection of customer value + benefit to business at various points Not 1 number …

Simple Takeaways
Starts with listening….
…build a case and deploy across all levels
Empower/train your employees…
…yet provide a mechanism for escalation and control
It is a journey…
… you need to keep innovating
Confidential
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Not Listeningis a strategy that won’t work

Thank you

Building a Social Business: It all Starts with Listening

by Dell Social Media

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