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Building a Social Business: It all Starts with Listening

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Maribel Sierra, Director of Social Media Listening, presentation at Arthur Page Future Leaders Forum, June, 2011.

Maribel Sierra, Director of Social Media Listening, presentation at Arthur Page Future Leaders Forum, June, 2011.

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  • August 2006Blog Outreach Expands Beyond Tech SupportEngagement with anyone who commented about the company. Business model and other issues considered.August 2006Blog Outreach Expands Beyond Tech SupportEngagement with anyone who commented about the company. Business model and other issues considered.June 2007Dell joins TwitterWhy don’t we reach out and help bloggers with tech support issues?February 2008Twitter ExpandedStart experimenting with Twitter for business– another venue to help customers, but also thanking Dell customers. Outreach leads to some Twitters asking for help on purchases.May 2008Dell Outlet Achieves $0.5M in Sales via TwitterCommunity team active on TwitterJune 2009 $2M+ Sales via TwitterDell outlet on Twitter surpasses $2 million in sales with another $1 million dollars in sales at dell.com 2009Dell TechCenterA Collaborative Community for Datacenter pros grows by 400%December 2009Huffington Post BlogDell’s VP of Social Media and Community, Manish Mehta, begins blogging at Huffington PostJune 2009Global Twitter Revenues of $6.5 M Community across the social web =3.5 million direct customer connections
  • Start small, area in crisis, execs trustFor Dell it was Customer Tech Support back in Dec 2009Listening Broad listening for systemic Dell topics Specific listening to Dell-managed properties Customers in distressEngagement Outreach to offer help Thank promoters Nurture relationships with advocates and influencersResolution Delight first-time social users Save customers with unresolved issues Turn demoters to promotersPROACTIVESOS is tweeting Proactive Solutions from @DellCares & @DellProSupportTrue “Solutions”, not a Dell spin on solutionsRange of topics covering all customer segments20 Solutions tweetsCurrent reach 1-2MM Twitter users per week
  • Now customers are finding and interacting with us when seeking solutions
  • Transcript

    • 1. Building a Social Business: It all Starts with Listening
      Maribel Sierra, Director of Social Media Listening
      June 21st, 2011
      Twitter: @MaribelSatDell
    • 2. It is your choice to listen to your customers
      2
      Confidential
    • 3. “ 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
      3
      Confidential
      6/20/2011
    • 4. 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
      4
      June 2010
      Dell launches B2B pagesFacebook
      November 2007DellShares launched
      The first investor relations blog by a public company.
      June 2008Channel blog launched
      Confidential
    • 5. Find the area that will help build your business case on the power of listening and engagement
      5
      Confidential
      6/20/2011
    • 6. 6
    • 7. @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
      7
    • 8. 8
      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
    • 9. Embedding Listening across every functional area at Dell
    • 10. Listening Impacts NPS, OpInc, Brand
      Product Development
      • Feedback Loop
      • 11. Early Warning
      • 12. New Product Ideation
      Marketing
      • Demand Forecast
      • 13. Lead Generation
      • 14. Message Reach
      Online Presence
      • Ratings & Reviews
      • 15. Communities
      • 16. Customer Stories
      Sales
      Customer Service
      Communication
    • 11
      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)
    • 24. 12
      Confidential
      We have been building strong Listening and Engaging teams across Dell, yet we needed a Listening Command Center
    • 25.
      • Launched on 12/8
      • 26. Across 11 languages
      • 27. Role: support listeners and responders across Dell
      • 28. Contain viral issues
      • 29. Coordinate on-boarding
      • 30. Maintain standards
      • 31. Share Best practices
    • 14
      Confidential
      Lessons learned:
      • Non believers will start to believe
      • 32. Fundamental to have a SM policy and training program in place
      • 33. Finding the balance between a push, pull mechanism is key
      • 34. Reinventing every day, not a static solution
    • Our fabric is changing
      15
      Confidential
    • 35. SM  B2C & B2B
      16
    • 36. 17
      Customers and businesses are in this together…
    • 37. … and employees are your company’s rock stars
      18
    • 38. So guide your team members participation in the social media space
      19
      Confidential
    • 39. Social Media & Community University
      Principles
      Policy
      Governance
      Training, Certification & Tools
    • 40. Listen, Engage, Act. It’s at the heart of all strategies…But How to Scale?
      Think of it as a tool,
      not a channel
    • 41. For your customers, offer a LIVE place to Capture Feedback and have a conversation on our business…
      22
    • 42. Capture
      insights
    • 43. ROI. Business Value. Measurable in many forms = Intersection of customer value + benefit to business at various points Not 1 number …
    • 44. 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
      25
    • 45. 26
      Not Listeningis a strategy that won’t work
    • 46. Thank you

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