Social Media Space

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Karen Quintos, Dell CMO, and Adam Brown, Dell Executive Director SMaC, present Winning in the Social Media Space at the Radian6 Conference, April 2011.

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Social Media Space

  1. 1. We are allpioneers5 Confidential Global Marketing
  2. 2. Winning in theSocial Media Space Karen_Quintos@dell.com CMO & SVP @KarenDellCMO
  3. 3. Listen. Engage. Act.2 Confidential 4/1/2011 Global Marketing
  4. 4. VIDEO #13
  5. 5. Winning in theSocial Media Space Adam_C_Brown@dell.com Executive Director, Social Media @adamcb
  6. 6. We are allpioneers5 Confidential Global Marketing
  7. 7. We wear a lotof differenthats6 Confidential Global Marketing
  8. 8. Demonstrable ROI is the new norm7 Confidential Global Marketing
  9. 9. So, how did we get here?8
  10. 10. First company to First to sell complex hit $1M a day in configurable items online revenueDell’s Heritage One of the first One of the first to launch online companies to launch discussion forums online support Global Marketing
  11. 11. Four years of experiments and experience Dell opens the social media listening and command center to aggregate, monitor and report on social media Michael Dell Ratings and reviews Michael Dell Accepted Dell Outlet achieves conversations around Asks on Dell.com quote in solutions $0.5M in sales via Global Twitter the world Blog Business Week launched on Twitter revenues of $6.5 M outreach community Small Business February 2006 expands October 2007 December 2006 May 2008 June 2009 beyond tech blog launched March 2008 support IdeaStorm Dell aligns December 2010 launched organization for success Dell $2M+ Sales Huffington February 2007 Dell joins Twitter Organizes August 2006 Inside IT via Twitter Post Blog launched January 2008 Blog Dell launches January 2009 June 2009 outreach EmployeeStorm Dell named #1 December 2009 China most social brand April 2008 expands Micro- in ranking of 100 beyond Blogging top brands tech support DellShares Channel Blog Direct2Dell StudioDell launched launched June 2007 March 2010 launched launched Twitter Dell expanded Deployment TechCenter March 2011 November 2007 Spring 2009 August 2006 June 2008 2009 February 2008 July 2006 January 20072006 2007 2008 2009 2010 2011 10 Global Marketing
  12. 12. The road forward11 Global Marketing
  13. 13. 35 hours of 300,000+ new 11.5% of the 300 million video are users join world’s users log into population is uploaded to Twitter every now on Facebook every YouTube every day Facebook (51% day (about half minute of U.S. pop) of all users) The average US The average 50% of TV 30,000,000,000 home will have teenager viewers around number of 5 to 10 web- spends 26 the world items shared by enabled minutes a day watch Internet Facebook users on Facebook devices by 2014 alone TV every week every month12 Global Marketing
  14. 14. It all starts with listening.13 Global Marketing
  15. 15. 25,00014 Global Marketing
  16. 16. It’s about takingaction on thoseconversations,engaging in them.15 Global Marketing
  17. 17. Thru the eyes of our audience… Our home page is not dell.com, it is google.com16 Global Marketing
  18. 18. Thru the eyes of our audience… Our home page is not dell.com, it is google.com & youtube.com & twitter.com & qq.com & renren.com & facebook.com & linkedin.com…17 Global Marketing
  19. 19. Social Media & Community At Dell… Ratings & Reviews Voice of the Customer Dell.com Syndicated Content Facebook External Our Support Forums Twitter LinkedIn Communities Communities TechCenter YouTube Direct2Dell Blogs18 Global Marketing
  20. 20. If you don’t have effective & efficient ways of dealing with social media interactions…19 Global Marketing
  21. 21. 21
  22. 22. Authenticity.22 Global Marketing
  23. 23. Authenticity. Genuineness.23 Global Marketing
  24. 24. Authenticity. Genuineness. Dialogue.24 Global Marketing
  25. 25. Empower the subject-matter experts in your organization25 Global Marketing
  26. 26. The Five Principles 1. Protect 2. Be 3. Follow the Information Transparent Law, Follow and Disclose the Code of Conduct 4. Be 5. Be Nice, Responsible Have Fun and Connect Global Marketing
  27. 27. Social Media Across the Fabric… Product Services Customer Comms Marketing Online Sales Group Solutions Service PR & HR QUALITY DEMAND CREDIBILITY CONVERSION CYCLE TIME RESOLUTION REPUTATIONINNOVATION LOYALTY THOUGHT LEADERSHIP 27 Global Marketing
  28. 28. Leverage social media to drive various business functions… Marketing Online Presence Product Development • Demand Forecast • Ratings & Reviews • Feedback Loop • Lead Generation • Communities • Early Warning • Message Reach • Customer Stories • New Product Ideation Sales Customer Service Communication • Collaboration • Listening • Rich Media • Thought Leadership • Support Widgets • Brand Reputation • Blogs • Outreach • Influence • Reputation 28 Global Marketing
  29. 29. Leverage social media to drive various business functions… Marketing Online Presence Product Development • Demand Forecast • Ratings & Reviews • Feedback Loop • Lead Generation • Communities • Early Warning • Message Reach • Customer Stories • New Product Ideation Sales Customer Service Communication • Collaboration • Listening • Rich Media • Thought Leadership • Support Widgets • Brand Reputation • Blogs • Outreach • Influence • Reputation 29 Global Marketing
  30. 30. Leverage social media to drive various business functions… Marketing Online Presence Product Development • Demand Forecast • Ratings & Reviews • Feedback Loop • Lead Generation • Communities • Early Warning • Message Reach • Customer Stories • New Product Ideation Sales Customer Service Communication • Collaboration • Listening • Rich Media • Thought Leadership • Support Widgets • Brand Reputation • Blogs • Outreach • Influence • Reputation 30 Global Marketing
  31. 31. 31 Global Marketing
  32. 32. VIDEO #232
  33. 33. 33 Global Marketing
  34. 34. Takeaways for today…34 Global Marketing
  35. 35. Fish where the fish are…35 Global Marketing
  36. 36. Be a storyteller36 Global Marketing
  37. 37. Traditional campaign tactics won’t work in social media37 Confidential 4/1/2011 Global Marketing
  38. 38. Experts willbecome ourbest marketers(inside and out)38 Global Marketing
  39. 39. The power to do more
  40. 40. Thank youKaren_Quintos@dell.com Adam_C_Brown@dell.com CMO & SVP Executive Director, Social Media @KarenDellCMO @adamcb

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