• Share
  • Email
  • Embed
  • Like
  • Private Content
BlogWell Austin Social Media Case Study: Dell, presented by Adam Brown
 

BlogWell Austin Social Media Case Study: Dell, presented by Adam Brown

on

  • 1,049 views

Dell's Director, Social Media, Adam Brown shares how Dell is harnessing the power of social media to connect with customers, build relationships, and be a valued partner.

Dell's Director, Social Media, Adam Brown shares how Dell is harnessing the power of social media to connect with customers, build relationships, and be a valued partner.

Statistics

Views

Total Views
1,049
Views on SlideShare
918
Embed Views
131

Actions

Likes
1
Downloads
35
Comments
0

5 Embeds 131

http://www.dr4ward.com 89
http://gaspedal.com 25
http://wordofmouth.org 15
http://www.slideshare.net 1
url_unknown 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • We are pioneers in this space, leveraging new marketing and communications tools for the first times in our business.
  • As such, we have to wear a lot of different hats. Are we marketers? Are we communicators? What do we do? How do we rationalize our value?
  • Story of asking a CMO for money – has to take it from another project.
  • It is critical that we crack the code on demonstrable ROI on social media. That’s one of the things we’re getting awfully close to at Dell.
  • DELL.COM – Drive Commerce, Lower Support Costs, Increase Repeat VisitorsCOMMUNITIES – Connect Questions to Answers, UGC Fuels Dell.com, Shorten Sales CycleEXTERNAL – Drive Traffic & Link Love to Dell.com, Increase Reach & Awareness, Monetize & Enable Virtual Storefronts
  • One thing we’re realizing – Social Media is effective at connecting with customers – both consumer and business. We must build long-term relationships with influencers and customers in both the b2b and b2c spaces, and it’s working.
  • Who would have thought that 4000 different server customers of ours would upload pics of their servers onto Flickr?
  • TechCenter – we can correlate TechCenter member ITDMs as they come to participate in conversations before they make significant IT infrastructure purchases. While we’re not quite there yet - this has the potential to be the ultimate in lead generation as well as sales projection tool.Social Media is an integral part of our brand building. As we transform into a brand about solutions, it changes the way we talk, who we talk to and how we interact with our customers online.
  • While Social Media may have begun in the marketing organization, we at Dell firmly believe that it impacts almost every facet of our business. We are leading initiatives to help all of our organization leverage Social Media to help us develop better products, market ourselves, strengthen the relationships with our customers, shorten the sales cycle, improve customer support and, of course, enhance public relations and communications initiatives.Examples: SMaC Governance & Leadership Council – 20 functional areas across BUs,
  • IdeaStorm – 3 years old, wisdom of crowds. Still an extremely valuable tool for us, and we’re working on IdeaStorm 2.0. But there’s an interesting point to be made here – the way people interact with our brand and share product/corporate insight is different than just 3 years ago. Today, there are 22,000 conversations about Dell and our products in the social media space. No longer do we need to have a place like IdeaStorm where people can talk about and rate our products, although those who frequent places like IS are our power users. And we need to recognize and celebrate them…
  • While Social Media may have begun in the marketing organization, we at Dell firmly believe that it impacts almost every facet of our business. We are leading initiatives to help all of our organization leverage Social Media to help us develop better products, market ourselves, strengthen the relationships with our customers, shorten the sales cycle, improve customer support and, of course, enhance public relations and communications initiatives.
  • When we do include R&R content on Dell.com pages, we see a conversion and margin lift. Revenue per visitor is 3X higher in Japan, 134% higher in US. Right now, we have reviews on over 14,000 products on Dell.com, in 62 countries and 14 languages. And over 170,000 reviews have been submitted. (75% of all ratings are 4 or 5 stars.)
  • While Social Media may have begun in the marketing organization, we at Dell firmly believe that it impacts almost every facet of our business. We are leading initiatives to help all of our organization leverage Social Media to help us develop better products, market ourselves, strengthen the relationships with our customers, shorten the sales cycle, improve customer support and, of course, enhance public relations and communications initiatives.
  • Those who have heard me speak before know I talk about the 4Rs: Review, Respond, Record, Redirect. Listening is so critical to everything we do – listening to the 22,000 conversations online that mention Dell every day.Goal is to first put a “phone” on everyone’s desktop at Dell, then we can put a phone on many people’s desktop… 600 Dell team members trained with listening and engagement console to use as part of their job.

BlogWell Austin Social Media Case Study: Dell, presented by Adam Brown BlogWell Austin Social Media Case Study: Dell, presented by Adam Brown Presentation Transcript

  • 1
    Confidential
  • Winning in the Social Media Space
  • 3
    Confidential
    We are pioneers.
  • 4
    Confidential
    We wear a lot of different hats.
  • 5
    Confidential
    Money trees are few & far between.
  • 6
    Confidential
    Demonstrable ROI is the new norm.
  • Social Media & Community At Dell…
    7
    Confidential
    Ratings & Reviews
    Voice of the Customer
    Syndicated Content
    Facebook
    Twitter
    LinkedIn
    YouTube
    Blogs
    Support Forums
    TechCenter
    Direct2Dell
  • SM  B2C & B2B
    8
  • Exhibit A
    Confidential
    9
  • Surprise!
    Confidential
    10
  • Confidential
    11
    Social Media Across the Fabric…
    Customer
    Service
    Comms
    PR & HR
    Product
    Group
    Services
    Solutions
    Online
    Sales
    Marketing
    QUALITY
    DEMAND
    CREDIBILITY
    CONVERSION
    CYCLE TIME
    RESOLUTION
    REPUTATION
  • Leverage social media to drive various business functions…
    12
    Product Development
    • Feedback Loop
    • Early Warning
    • New Product Ideation
    Marketing
    • Demand Forecast
    • Lead Generation
    • Message Reach
    Online Presence
    • Ratings & Reviews
    • Communities
    • Customer Stories
    Sales
    • Collaboration
    • Thought Leadership
    • Blogs
    Customer Service
    • Listening
    • Support Widgets
    • Outreach
    Communication
    • Rich Media
    • Brand Reputation
    • Influence
    • Reputation
  • Leverage social media to drive various business functions…
    13
    Product Development
    • Feedback Loop
    • Early Warning
    • New Product Ideation
    Marketing
    • Demand Forecast
    • Lead Generation
    • Message Reach
    Online Presence
    • Ratings & Reviews
    • Communities
    • Customer Stories
    Sales
    • Collaboration
    • Thought Leadership
    • Blogs
    Customer Service
    • Listening
    • Support Widgets
    • Outreach
    Communication
    • Rich Media
    • Brand Reputation
    • Influence
    • Reputation
  • Leverage social media to drive various business functions…
    14
    Product Development
    • Feedback Loop
    • Early Warning
    • New Product Ideation
    Marketing
    • Demand Forecast
    • Lead Generation
    • Message Reach
    Online Presence
    • Ratings & Reviews
    • Communities
    • Customer Stories
    Sales
    • Collaboration
    • Thought Leadership
    • Blogs
    Customer Service
    • Listening
    • Support Widgets
    • Outreach
    Communication
    • Rich Media
    • Brand Reputation
    • Influence
    • Reputation
  • Leverage social media to drive various business functions…
    15
    Product Development
    • Feedback Loop
    • Early Warning
    • New Product Ideation
    Marketing
    • Demand Forecast
    • Lead Generation
    • Message Reach
    Online Presence
    • Ratings & Reviews
    • Communities
    • Customer Stories
    Sales
    • Collaboration
    • Thought Leadership
    • Blogs
    Customer Service
    • Listening
    • Support Widgets
    • Outreach
    Communication
    • Rich Media
    • Brand Reputation
    • Influence
    • Reputation
  • Leverage social media to drive various business functions…
    16
    Product Development
    • Feedback Loop
    • Early Warning
    • New Product Ideation
    Marketing
    • Demand Forecast
    • Lead Generation
    • Message Reach
    Online Presence
    • Ratings & Reviews
    • Communities
    • Customer Stories
    Sales
    • Collaboration
    • Thought Leadership
    • Blogs
    Customer Service
    • Listening
    • Support Widgets
    • Outreach
    Communication
    • Rich Media
    • Brand Reputation
    • Influence
    • Reputation
  • SMaC Listening Command Center
    17
    Confidential
  • The Five Principles
    1. Protect Information
    2. Be Transparent and Disclose
    3. Follow the Law, Follow the Code of Conduct
    5. Be Nice, Have Fun and Connect
    4. Be Responsible
  • Social Media Training
    Fantastic success to date
    Awesome numbers & tremendous feedback…
    From 101 basics to themore complex…
    Social Media Principles
    Get Started SMaCing
    Brand on SMaC
    Building CustomerRelationships via Twitter
    Building CustomerRelationships via Facebook
    Opportunity for all of usto become stronger &smarter marketers
    Confidential
    19
  • But what are our takeaways?
    Don’t just look for ROI via NPS scores and attributable sales (although these are awesome)
    Embedding awareness & enthusiasm for social media needs to take place throughout your organization (starting with EVERYONE in marketing)
    Listening is absolutely critical, but you will fail if all you’re using it for is pretty reports
    Confidential
    20
  • … and much more coming …
  • Thank you.
    • Adam Brown, Executive Director, Social Media
    • tw: @adamcbfb: adamcb@facebook.com
  • 23
    Confidential