Corporate Blogging


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Dell's Chief Blogger at the Intel Social Media Summit.

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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 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
  • Corporate Blogging

    1. 1. Lionel Menchaca, Chief Blogger<br />Corporate Blogging<br />Intel Social Media Conference, July 12, 2011<br />
    2. 2. Back in 2005… <br />2<br />Source: Wikimedia Commmons<br />
    3. 3. Then this…<br />3<br />Source: Susan Beebe on Flickr:<br />
    4. 4. Then listening + online outreach, April 2006<br />4<br />Source: Direct2Dell, November 2006<br />“My name is John, and I am a customer advocate at Dell headquarters.”<br />
    5. 5. Direct2Dell blog, July 2006<br />5<br />This post was on the second day the blog was live<br />Source: Direct2Dell, July 11, 2006<br />
    6. 6. Direct2Dell blog, July 2006<br />6<br />This post was on the fourth day the blog was live<br />Source: Direct2Dell, July 11, 2006<br />
    7. 7. Then reputation outreach, August 2006… <br />7<br />Source: Geoff Livingston on Flickr:<br />
    8. 8. Dell Online Activity Timeline<br />8<br />1996/ 1997<br />August 2006<br />April 2006<br />July 2006<br />February2007<br />Corp. Rep. <br />SDC/ DCF<br />Direct2Dell<br />Blog Outreach<br />IdeaStorm<br />Outreach<br /><ul><li>Humble beginnings
    9. 9. Established foundation for Direct2Dell content
    10. 10. Extended DCF and Direct2Dell’s reach
    11. 11. Also humble beginnings
    12. 12. Helped grow Dell’s credibility and grow Direct2Dell’s readership organically
    13. 13. Community-driven concept that caught on quickly
    14. 14. Was among the first crowdsourcing experiments by a brand
    15. 15. Extended two-way communication with customers
    16. 16. Content influenced by online conversations helped build our credibility
    17. 17. preceded
    18. 18. Dell Community Forum rooted in break/ fixactivity</li></li></ul><li>Objective: Customer Relationships<br />“You can’t fake it,” says Lionel Menchaca. <br />“That change in perception just doesn’t happen with a press release.”<br />From this:<br />“DELL SUCKS. DELL LIES. Put that in your Google and smoke it,” <br />- Jeff Jarvis on his blog, BuzzMachine<br />To this:<br />Drinks with Dell<br />Dell Hell: The End?<br />Jeff Jarvis’ BusinessWeek story: Dell Learns to Listen<br />RESULTS: Dropped negative blog posts from 49% to 22%<br />9<br />
    19. 19. Five years of experiments and experience<br />December 2006Ratings and reviews on<br />February 2006Michael Dell Asks<br />Why don’t we reach out and help bloggers with tech support issues?<br />October 2007Michael Dell quote in Business Week<br />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.”<br />May 2008Dell Outlet achieves $0.5M in sales via TwitterCommunity team active on TwitterSmall Business blog launched<br />June 2009Global Twitter revenues of $6.5 M<br />Dell named #1 most social brand in ranking of 100 top brands <br />August 2006Blog outreach expands beyond tech support<br />March 2008Accepted Solutions launched on Community Dell France begins Online Community Outreach<br />March 2010China Micro-Blogging<br />February 2007IdeaStorm Launched<br />A voting based site allowing customers and others to submit ideas for Dell.<br />January 2009Dell Organizes in to4 customer focused business units<br />June 2009$2M+ Salesvia Twitter<br />Social Media Listening<br /> Command Center <br />2006<br />2007<br />2008<br />2009<br />2010<br />2011<br />Dell Social Media and Community University launched/5,000 teammembers trained byend of year(Aug.)<br />July 2006Direct2Dell launchedToday Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese. <br />June 2007Dell joins Twitter<br />Dell launchesEmployeeStormInternal Blogs Launched for Employees.<br />April 2008Inside IT launchedBlog focused on business customers, and Cloud Computing.<br />2009Dell TechCenter<br />January 2008Dell aligns organization for success<br />Altimeter recognizes Dell with “Open Leadership Award for Innovation and Execution”(Oct.)<br />Spring 2009Some Members of Community and Conversations deployed within each of the new Dell Business units<br />December 2009Huffington Post Blog<br />DelllaunchesB2B pagesFacebook(Jun.)<br />August 2006Blog outreach expands beyond tech Support<br />January 2007StudioDell launched<br />Dell’s video and podcast site, with helpful tips and tricks. Eventually expanding this into the YouTube channel making sharing easier.<br />February 2008Twitter expanded<br />November 2007DellShares launched<br />The first investor relations blog by a public company.<br />June 2008Channel blog launched<br />10<br />
    20. 20. 11<br />Direct2DellContent Strategy<br />Product and Event posts–Focus on useful posts that provide an inside look on Dell products; same for events that Dell members are part of.<br />Systemic issues – Use @Dell on Twitter as for initial reaction, use Direct2Dell as the primary communication tool with customers.<br />Thought Leadership posts – Continue guest posts from thought leaders across a wide variety of topics. Have Dell authors contribute to other blogs.<br />
    21. 21. 12<br />How to Blog the Right Way<br />Write about topics that matter to your customers, especially the tough ones<br />Provide context for a range of customers<br />Write to educate and serve<br />Be authentic, be human<br />Let your passion and personality show through<br />Provide an inside look<br />Don’t be afraid to disagree… if you can back it up<br />
    22. 22. Lessons Learned: What Goes Through Legal<br />Any issue that is safety-related (all posts related to the battery recall)<br />Any post that makes a direct comparison to a competitive product<br />Any post about a Legal issue (Ex. A Tale of Two Processors in China)<br />Any post that explains how we will support many customers based on systemic issue (Ex. the Intel Chipset Issue)<br />When in doubt, apply some common sense<br />If still in doubt, contact Lionel Menchaca or Susan Beebe <br />in Corporate Communications<br />13<br />
    23. 23. Anatomy of a Systemic Issue: Intel Chipset issue<br />January 31: Social Media Listening Command Center gave me and Susan the heads up on the Intel news just after it was published<br />Began working with internal product teams soon after<br />Our internal Comms point people work with key stakeholders in the business units to share details internally with Sales, Customer Service and Technical Support teams<br />February 2: I worked on the blog post simultaneously and published the first post on Direct2Dell<br />Ultimately published six total posts on the chipset issue to keep customers informed<br />14<br />
    24. 24. Questions?<br />
    25. 25. Thank You<br />
    26. 26. How to reach me<br /><br />@LionelatDell<br /><br /><br />17<br />