Social Media Leadership Forum - Dell Case Study


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Presentation shared by @StuartHatDell and @Kerryatdell in a London Social Media Leadership Forum event. A very interactive session held in London today.

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  • In a recent report by headstream: Dell, Nike Plus, Starbucks, giffgaff and Best Buy made the top 5 in a top 100 ranking of social brands.
  • Dellhas a CEO who gets it. He understands these core building blocks of social media and wants to make sure we’re leveraging the feedback we’re getting. His quote here also hearkens back to a key strategy for Dell…direct relationships. It’s a model that Dell has used since its inception.
  • Our journey so far.
  • Internal social media tools often mirror external social media collaboration tools including blogs, Chatter and EmployeeStorm.
  • Social Media Leadership Forum - Dell Case Study

    1. 1. Dell’s journey in the social webApril 5 #smlf<br />Stuart Handley, Director of Communications - @StuartHatDellKerry Bridge, Social Media Communications - @KerryatDell<br />
    2. 2. control<br />benevolence<br />old skool<br />made easier<br />Just do it<br />b2b<br />ambassadors<br />humanise<br />where its at<br />social business<br />
    3. 3. Why social media matters<br />Increasing importance of word-of-mouth on purchasing behaviour<br />Social media amplifies and accelerates word-of-mouth, rapidly shaping and influencing opinion<br />Social media can help foster a genuine connection between a company and its customers<br />A fifth of journalists access Twitter at least once a day as part of their story sourcing.<br />The ranking image source: (March 11, 2011)<br />Source for journalist stat<br />
    4. 4. Our customers are talking about Dell<br />4<br />“Engaging in honest, directconversations with customers and stakeholders is a part of who we are, who we’ve always been.  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.”  <br /> -Michael Dell<br />cc Dell<br />
    5. 5. March 2010Customer Support offered on Facebook<br />June 2009Global Twitter Revenues of $6.5 M Community across the social web =3.5 million direct customer connections<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 />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 />May 2008Dell Outlet Achieves $0.5M in Sales via TwitterCommunity team active on TwitterSmall Business blog launched<br />June 2009 $2M+ Sales via Twitter<br />Dell outlet on Twitter surpasses $2 million in sales with another $1 million dollars in sales at <br />Nov. 2010Chatter<br />Dell extends enterprise social collaboration to 90,000+ employees<br />August 2006Blog Outreach Expands Beyond Tech Support<br />Engagement with anyone who commented about the company. Business model and other issues considered.<br />June 2008Channel Blog Launched<br />March 2008Accepted Solutions launched on Community Dell France begins Online Community Outreach<br />February 2007IdeaStorm Launched<br />A voting based site allowing customers and others to submit ideas for Dell.<br />2006<br />2008<br />March 2010China Micro-Blogging<br />2010<br />2009<br />2006<br />2008<br />2007<br />April 2008Inside IT LaunchedBlog focused on business customers, and Cloud Computing.<br />Nov. 2010Linkedin products and services tab launched<br />July2006Direct2Dell LaunchedToday Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese. <br />2009Dell TechCenter<br />A Collaborative Community for Datacenter pros grows by 400%<br />June 2007Dell joins Twitter<br />Why don’t we reach out and help bloggers with tech support issues?Dell LaunchesEmployeeStormInternal Blogs Launched for Employees.<br />January2009Dell Organizes in to 4 customer focused business units<br />April 2010@DellCares launched<br />Twitter account to support 24/7 global coverage in English<br />January2008Dell Aligns Organization for Success<br />December 2010Social Media Listening Command Centre Launched<br />tracks on average more than 22,000 daily topic posts related to Dell, , as well as the mentions of Dell on Twitter that have a reach greater than the circulation of the top 12 daily newspapers in the United States<br />December 2009Huffington Post Blog<br />Dell’s VP of Social Media and Community, Manish Mehta, begins blogging at Huffington Post<br />November2007DellShares Launched<br />The first investor relations blog by a public company.<br />January2007StudioDell Launched<br />Dell’s video and podcast site, with helpful tips and tricks. Eventually expanding this into the YouTube channel making sharing easier.<br />March 2006Community Outreach Team Formed<br />Team begins by just listening and monitoring conversations to see what’s being said. The tech support experts are hand-selected for their tech problem-solving expertise and superior interpersonal skills. <br />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.<br />Spring 2009Some Members of Community and Conversations deployed within each of the new Dell Business units<br />cc Dell<br />
    6. 6. Leverage social media to drive various business functions<br />6<br />Product Development<br /><ul><li>Feedback Loop
    7. 7. Early Warning
    8. 8. New Product Ideation</li></ul>Marketing<br /><ul><li>Demand Forecast
    9. 9. Lead Generation
    10. 10. Message Reach</li></ul>Online Presence<br /><ul><li>Ratings & Reviews
    11. 11. Communities
    12. 12. Customer Stories</li></ul>Sales<br /><ul><li>Collaboration
    13. 13. Thought Leadership
    14. 14. Blogs</li></ul>Customer Service<br /><ul><li>Listening
    15. 15. Support Widgets
    16. 16. Outreach
    17. 17. Resolution</li></ul>Communication<br /><ul><li>Rich Media
    18. 18. Brand Reputation
    19. 19. Influence
    20. 20. Reputation</li></ul>cc Dell<br />
    21. 21. 7<br />Confidential<br />Listening to be A better business, across the business<br />
    22. 22. Introducing Dell's Social Media Command Center <br /><br />cc Dell<br />
    23. 23. Social media listening:<br />Support Outreach Service:<br />@DellCares team engaging 1000+ customers per week <br />Positive impact on customer satisfaction: 35% conversion of demoters to promoters <br />Listening Command Center:<br />Accountable for the timely & accurate resolution and public response for high sev issues <br />Global Listening across 11 languages and all Bus<br /> Supports listeners and responders across Dell<br />Subject Matter Experts:<br />Listeners across all functions and business units who keep real time pulse of their customers<br />Building brand advocates <br />Engaging with influencers <br />
    24. 24. Building an Online Influencer Relations Programme<br />Influencer identification project by BU, region or topic area<br />Identify relationship owners<br />Training<br />Conversation tracker and tools <br />Measure as part of communications monitoring - adding key online influencers to goldlist for reputation dashboard<br />Going beyond virtual relationships<br /><ul><li>Introducing Dell CAP Days (a ranters and ravers event)</li></ul>10<br />cc Dell<br />
    25. 25. Dell customeradvisorypanel (CAP) days<br />Before: Identify & begin buzz<br />CAP Days: In-person event<br />After: Follow-up and action<br />Build relationships with identified attendees online<br />Gauge tone and interests through survey <br />Set agenda based on results – Ranters & Ravers<br />Invitees prioritized based on size of social media reach<br />Listen, Listen, Listen!<br />Collect feedback via artist <br />Third party moderator – part of community<br />Measure the comments around key business areas (positive and negative<br />Gauge value to attendees through survey<br />Monthly updates to attendees<br />Designate relationship owners for ongoing efforts to build advocates<br />cc Dell<br />
    26. 26. Success of CAP days<br />US:<br />One of our leading reputation drivers in June<br />138M Twitter reach<br />Coverage in outlets including Mashable, Fast Company, others.<br />Germany:<br />200+ tweets from attendees<br />200+ posts to XPS Forum<br />100% of attendees said that event “Exceeded expectations”<br />China:<br />Over 1200 posts on Sina<br />90% positive tonality<br />Coverage highlights (across Sina, RenRen, microblogs and forums)<br />cc Dell<br />
    27. 27. Principles <br />Policy <br />Governance <br />Training & tools<br />Social media & communityuniversity<br />cc Dell<br />
    28. 28. Social media unconferences<br />Austin - July<br />London - September<br />Xiamen - November<br />cc Dell<br />
    29. 29. Social media business measurement: popular assertions/beliefs vs. Dell findings to date<br />15<br />cc Dell<br />
    30. 30. Internal Social Networks<br />Dell is using Chatter to increase cross-departmental team collaboration<br />Over 90,000 Dell employees quickly and easily collaborate around documents and information like sales opportunities, team projects and campaigns<br />Fosters relationships<br />A hybrid of Twitter, Facebook, Sina, Ren-Ren, Orkut<br />16<br />cc Dell<br />
    31. 31. 17<br />“In a competitive world, organizations are realizing that only people can brand products or services – that we are not just selling a branded product, but a mass of branded people who support and deliver.”<br />Helena Rubinstein, <br />Founder and Managing Director of The Lab<br />Cartoon from Gaping Void<br />cc Dell<br />
    32. 32. Summary tips / insights<br />Listen:<br />Listen first- Listen and learn before jumping in <br />Continue to listen – rapidly evolving<br />Engage:<br />Find your employee champions and involve them<br />Train and protect your employees<br />Figure out your business objectives, identify the appropriate data to use for measurement <br />Act:<br />Engage in conversations that are already happening<br />Look for opportunities to build relationships with influencers<br />When building relationships, In-Person > Virtual<br />18<br />cc Dell<br />
    33. 33. Connecting around the Web<br /><br /><br /><br /><br /><br /><br /><br /><br />
    34. 34. Thank you<br />@StuartHatDell<br />@KerryatDell<br />