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BlogWell Cincinnati Social Media Case Study: Dell, presented by Lionel Menchaca

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In his BlogWell Cincinnati case study presentation, "Dell's Next Step: Listening and Engaging 2.0," Dell's Chief Blogger, Lionel Menchaca, explains how they're moving into their next phase of social …

In his BlogWell Cincinnati case study presentation, "Dell's Next Step: Listening and Engaging 2.0," Dell's Chief Blogger, Lionel Menchaca, explains how they're moving into their next phase of social media monitoring and engagement.

Lionel covers how they're structuring their teams, how they're involving multiple departments, and how they're reaching out to their fans and customers.

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BlogWell is the only conference where social media executives from big brands come together to share their case studies, offer practical how-to advice, and answer your questions.

To learn more about BlogWell, visit gaspedal.com/blogwell/

BlogWell is produced by GasPedal and the Social Media Business Council.

Learn More: gaspedal.com and socialmedia.org


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Transcript

  • 1. 1
  • 2. Dell’s Next Step: Listening & Engaging 2.0
    Lionel Menchaca
    Chief Blogger
    BlogWell Cincinnati (April 7, 2010)
  • 3. Dell Online Activity Timeline
    3
    1996/ 1997
    August 2006
    April 2006
    July 2006
    February1997
    Corp. Rep.
    SDC/ DCF
    Direct2Dell
    Blog Outreach
    IdeaStorm
    Outreach
    • Humble beginnings
    • 4. Established foundation for Direct2Dell content
    • 5. Extended DCF and Direct2Dell’s reach
    • 6. Also humble beginnings
    • 7. Helped grow Dell’s credibility and grow Direct2Dell’s readership organically
    • 8. Community-driven concept that caught on quickly
    • 9. Was among the first crowdsourcing experiments by a brand
    • 10. Extended two-way communication with customers
    • 11. Content influenced by online conversations helped build our credibility
    • 12. Support.dell.com preceded Dell.com
    • 13. Dell Community Forum rooted in break/ fixactivity
  • What We Learned
    4
    4000 – 5000 conversations happen around the Web about Dell every day
    Engaging in brand reputation and topic discussions is worthwhile
    Dell must be part of the conversation ecosystem
    Centralizing Dell’s social media efforts only gets us so far
  • 14. Fundamental Challenges
    5
    How to make sense of the firehose
    How to scale
  • 15. Listening & Response 2.0 Structure
    6
    Listening Process
    Listening
    Czar
    Social Media Responder Team
    Segment SME discussions
    Brand/ Reputation discussions
    External Blogs/ Forums
    Dell Community Sites
    External Blogs/ Forums
    Dell Community Sites
    Dell Community Sites
    Support.Dell.com
  • 16. Listening & Response Engine
    7
    Listen to customer conversations across the web
    Listen and Engage Customers Who…
    Need Help
    (internal and external forums, blogs,
    other external social networks )
    Are loyal fans
    (our community + external social networks)
    Have Suggestions
    Closed Loop Response Engine
    Early Warning System
    Drive for Root Cause ID
    Storm Sessions / IdeaStorm
    Closed Loop Process
    Implement Changes
    Thank / Surprise / Delight
    Create Movement
    Brand Ambassadors
    Embed Responders and SMEs across critical parts of the organization to close loop with customers
    Product Group & Professional Services
    Customer Service& Tech Support
    Marketing
    & Online
    Communications
    Sales
    Hone the listening process (top to bottom), be willing to take action and drive change in the business
  • 17. www.dell.com
    www.dell.com/forums
    www.direct2dell.com
    www.ideastorm.com
    www.dell.com/twitter
    www.slideshare.net/dell_inc
    www.youtube.com/user/DellVlog
    www.flickr.com/photos/dellphotos
    www.dell.com/facebook
    Where to Find us On the Web
    8
  • 18. 9