SOCIAL MEDIA STRATEGYDELL CONFIDENTIAL       1
AN OVERVIEWTraditional Communications                 Social Media   Mass media and Regions            Customization and G...
THE WORLD THAT WAS…DELL CONFIDENTIAL       3
Lionel’s WorldPre-Direct2Dell
Richard’s World, Pre-LionelGraphic thanks to Kathy Sierra at “Creating Passionate Users”   DELL CONFIDENTIAL              ...
…And the World Was Good……Except for background rumblings   6
OUR WORLD ISCHANGING   The online population will double in   4-5 years from 1bn to 2bn      – Fast growing and emerging m...
Lionel said: “YOU CARE    ABOUTSOCIAL MEDIA  because….
DELL’S DIRECT MODEL,ONLINE HERITAGE, CEOsaid:       2 billion conversations/day “With respect to 2005 and 2006, I don’t th...
THE CONNECTED EFFECT   And RichardatDell thought:Networked , Direct Connections
THE DELL    STRATEGYDELL CONFIDENTIAL   11
4000 +CONVERSATIONS    DAILY  ROLL ON BYLISTEN, LEARN     AND PARTICIPATE
CHANGING HOW WE DEFINEand ENGAGE    Resolve         Tell Our Story Dissatisfaction      Join         Share Content &  Conv...
Direct2DellOBJECTIVE:Engage customers bysharing informationthat matters to themRESULTS:– Direct2Dell exists in 5 languages...
Lesson 1: Plan, but go whereconversations takes you                               15
LESSON 2: MULTI-PRONGEDSTRATEGY: JOIN CONVERSATIONSAND PARTICIPATEBlog Response         Direct2Dell               Customer...
LESSON 3: IT’S A BIGWORLD OUT THERE Content Syndication = go where the    conversations are happening                     ...
LESSON 4: ONLINE &OFFLINE INTERACTTOGETHER 18
LESSON 5                                        NEW 75% TRUST                           CUSTOMERSTHEIR PEERS,             ...
A LOOK AHEAD…                    ….ALTHOUGHSTRATEGY IS ONE THING,BUT THERE’S NOSUBSTITUTE FOR ACTIONDELL CONFIDENTIAL     ...
HOW TO START? Rule #1 about social media content: You do not own the content you create… your customers do In many cases, ...
SOCIAL WEB STARTINGTO EVOLVE        How do we We’re still in                                                    reach   th...
THE STUMBLINGBLOCKS                               COMMITTEES                                       RULES            A MILL...
THE POTENTIAL OFSOCIAL MEDIAFrom telling and selling        EngagementOne-way messaging               ConversationReliance...
“These conversations are going to occurwhether you like it or not. Do you want to bepart of that or not? My argument is yo...
Key Coordinates:www.dell.com/conversationswww.direct2dell.comhttp://richardatDELL.blogspot.com del.icio.usRichard_Binhamme...
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Dell Social Media Strategy

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  • Our overall strategy is to enter into relevant conversations with our customers wherever they are occurring 24/7 throughout the world in all languages. This guides our development of tools and services. Regarding customer dissatisfaction, 2,864 customer complaints have been handled by Tech Support/Customer Care out of 4,097 they deemed as resolvable for a 70% success rate. And, an additional, 350 from Direct2Dell, 200 from internal sources (PR, testimonial site, etc) and 450 from people finding our posts and emailing us have been handled. Regarding Direct2Dell, this is now as powerful as a wire service in delivering news about Dell to influencers online and offline. Important to note that we post everyday in other folks blogs, up to 100x per day, depending on the topic.
  • So much for a soft launch
  • Transcript of "Dell Social Media Strategy"

    1. 1. SOCIAL MEDIA STRATEGYDELL CONFIDENTIAL 1
    2. 2. AN OVERVIEWTraditional Communications Social Media Mass media and Regions Customization and Global Control and Push Message Conversation and Collaboration Institutions (print, broadcast, People and Relationships ad-buys) 80:20 media relations 20:80 media relations Issues Management Rapid Response Deadlines Real time Just the Facts Facts and FeelingsPowerful Media (who matters) Powerful Networks Target Audience Communities Announce-All Answers Listen, Collaborate, Input, Act
    3. 3. THE WORLD THAT WAS…DELL CONFIDENTIAL 3
    4. 4. Lionel’s WorldPre-Direct2Dell
    5. 5. Richard’s World, Pre-LionelGraphic thanks to Kathy Sierra at “Creating Passionate Users” DELL CONFIDENTIAL 5
    6. 6. …And the World Was Good……Except for background rumblings 6
    7. 7. OUR WORLD ISCHANGING The online population will double in 4-5 years from 1bn to 2bn – Fast growing and emerging markets are leading the way – 120 MM people online in China…less than 10% of the population MediaTransformation– Customer communication can start from anywhere today– Single blog posts can have as Content is much power as major news stories exploding – Citizens are now – More content on YouTube publishers and in 2006 than on the web in content providers 2000
    8. 8. Lionel said: “YOU CARE ABOUTSOCIAL MEDIA because….
    9. 9. DELL’S DIRECT MODEL,ONLINE HERITAGE, CEOsaid: 2 billion conversations/day “With respect to 2005 and 2006, I don’t think therewas a single event but rather a series of events that came together. The marketplace changed, global markets expanded and there was tremendous growth in theblogosphere. What’s most important, in thelong run, is how we learn from any situation and improve for our customers…” Michael Dell Q & A with Shel Israel, January 19, 2008
    10. 10. THE CONNECTED EFFECT And RichardatDell thought:Networked , Direct Connections
    11. 11. THE DELL STRATEGYDELL CONFIDENTIAL 11
    12. 12. 4000 +CONVERSATIONS DAILY ROLL ON BYLISTEN, LEARN AND PARTICIPATE
    13. 13. CHANGING HOW WE DEFINEand ENGAGE Resolve Tell Our Story Dissatisfaction Join Share Content & Conversations Collect Ideas
    14. 14. Direct2DellOBJECTIVE:Engage customers bysharing informationthat matters to themRESULTS:– Direct2Dell exists in 5 languages– About 200K page views per month– Almost 1,000 posts since July 2006– Over 25,000 comments– More than 100 contributors
    15. 15. Lesson 1: Plan, but go whereconversations takes you 15
    16. 16. LESSON 2: MULTI-PRONGEDSTRATEGY: JOIN CONVERSATIONSAND PARTICIPATEBlog Response Direct2Dell Customer support StudioDell IdeaStorm Dell Tech Center Facebook EmployeeStorm Internal (both Consumer Blogs and SMB) Dell on Twitter @DellOutlet, employ Ratings & Reviews eesDell on Flickr Inside IT, Dell Tech Center,and YouTube DellShares, Edu4u Digital Nomads
    17. 17. LESSON 3: IT’S A BIGWORLD OUT THERE Content Syndication = go where the conversations are happening Dell Community 600,000 users per quarter Dell.com Over 100 million users per quarter Total online population = more than 1.5 billion
    18. 18. LESSON 4: ONLINE &OFFLINE INTERACTTOGETHER 18
    19. 19. LESSON 5 NEW 75% TRUST CUSTOMERSTHEIR PEERS, FIND YOUR NOT FANS!ADVERTISING 1.45 BILLION PREFERENCE- BASED REASONS CONTACT HUMANIZE TO ENGAGE YOUR COMPANY PARTNERS BECOME PART OF YOUR CUSTOMER’S YOUR WORLD, KNOWLEDGE NOT REVERSE 19
    20. 20. A LOOK AHEAD… ….ALTHOUGHSTRATEGY IS ONE THING,BUT THERE’S NOSUBSTITUTE FOR ACTIONDELL CONFIDENTIAL 20
    21. 21. HOW TO START? Rule #1 about social media content: You do not own the content you create… your customers do In many cases, a blog is not the place to start; Sounds cliché, but start by listening… then decide where/ how to engage first  Producing content via the same social media tools your customers use allows 3 things: 1) Makes your content sharable 2) Gets your content to customers where they are 3) Gives you a reason to connect with fans
    22. 22. SOCIAL WEB STARTINGTO EVOLVE How do we We’re still in reach the early customers in stages of the different social social web networks?Shared ID options Dell on other sites Forrester’s Five Eras of the Social Web - Jeremiah Owyang
    23. 23. THE STUMBLINGBLOCKS COMMITTEES RULES A MILLION REASONSOUR CURRENT NOT TO ENGAGE GOOD IDEA,MODEL WORKS DO IT NEXT FINE, WHY YEAR CHANGE? WE DON’T WANT WHAT’S OUR NEGATIVITY STRATEGY?WE DON’T HAVE THE FEAR WHAT IF EXPERIENCE CUSTOMERS ASK FOR SOMETHING “WE’RE B2B” WE CAN’T DELIVER? 23
    24. 24. THE POTENTIAL OFSOCIAL MEDIAFrom telling and selling EngagementOne-way messaging ConversationReliance on “others” Direct connections Results Better products and services meeting customer needs Long-term, honest and authentic customer relationships Provide value for customers Activate vocal fans and employees Competitive differentiation Affinity, loyalty and trust
    25. 25. “These conversations are going to occurwhether you like it or not. Do you want to bepart of that or not? My argument is youabsolutely do.You can learn from them. You can improveyour reaction time. And you can be a bettercompany by listening and being involved inthat conversation.” Michael Dell, BusinessWeek
    26. 26. Key Coordinates:www.dell.com/conversationswww.direct2dell.comhttp://richardatDELL.blogspot.com del.icio.usRichard_Binhammer@dell.com Lionel Menchaca Dell on SlideShare: www.slideshare.net/Dell_Inc Dell on Flickr: www.flickr.com/photos/dellphotos Dell on YouTube: www.youtube.com/dellvlog Dell & Twitter: Dell.com/Twitter Me on Twitter: @LionelatDell

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