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

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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.

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  • 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

    1. 1. 1<br />Confidential<br />
    2. 2. Winning in the Social Media Space<br />
    3. 3. 3<br />Confidential<br />We are pioneers.<br />
    4. 4. 4<br />Confidential<br />We wear a lot of different hats.<br />
    5. 5. 5<br />Confidential<br />Money trees are few & far between.<br />
    6. 6. 6<br />Confidential<br />Demonstrable ROI is the new norm.<br />
    7. 7. Social Media & Community At Dell…<br />7<br />Confidential<br />Ratings & Reviews<br />Voice of the Customer<br />Syndicated Content<br />Facebook<br />Twitter<br />LinkedIn<br />YouTube<br />Blogs<br />Support Forums<br />TechCenter<br />Direct2Dell<br />
    8. 8. SM  B2C & B2B<br />8<br />
    9. 9. Exhibit A<br />Confidential<br />9<br />
    10. 10. Surprise!<br />Confidential<br />10<br />
    11. 11. Confidential<br />11<br />Social Media Across the Fabric…<br />Customer<br />Service<br />Comms<br />PR & HR<br />Product <br />Group<br />Services <br />Solutions<br />Online<br />Sales<br />Marketing<br />QUALITY<br />DEMAND<br />CREDIBILITY<br />CONVERSION<br />CYCLE TIME<br />RESOLUTION<br />REPUTATION<br />
    12. 12. Leverage social media to drive various business functions…<br />12<br />Product Development<br /><ul><li>Feedback Loop
    13. 13. Early Warning
    14. 14. New Product Ideation</li></ul>Marketing<br /><ul><li>Demand Forecast
    15. 15. Lead Generation
    16. 16. Message Reach</li></ul>Online Presence<br /><ul><li>Ratings & Reviews
    17. 17. Communities
    18. 18. Customer Stories</li></ul>Sales<br /><ul><li>Collaboration
    19. 19. Thought Leadership
    20. 20. Blogs</li></ul>Customer Service<br /><ul><li>Listening
    21. 21. Support Widgets
    22. 22. Outreach</li></ul>Communication<br /><ul><li>Rich Media
    23. 23. Brand Reputation
    24. 24. Influence
    25. 25. Reputation</li></li></ul><li>Leverage social media to drive various business functions…<br />13<br />Product Development<br /><ul><li>Feedback Loop
    26. 26. Early Warning
    27. 27. New Product Ideation</li></ul>Marketing<br /><ul><li>Demand Forecast
    28. 28. Lead Generation
    29. 29. Message Reach</li></ul>Online Presence<br /><ul><li>Ratings & Reviews
    30. 30. Communities
    31. 31. Customer Stories</li></ul>Sales<br /><ul><li>Collaboration
    32. 32. Thought Leadership
    33. 33. Blogs</li></ul>Customer Service<br /><ul><li>Listening
    34. 34. Support Widgets
    35. 35. Outreach</li></ul>Communication<br /><ul><li>Rich Media
    36. 36. Brand Reputation
    37. 37. Influence
    38. 38. Reputation</li></li></ul><li>Leverage social media to drive various business functions…<br />14<br />Product Development<br /><ul><li>Feedback Loop
    39. 39. Early Warning
    40. 40. New Product Ideation</li></ul>Marketing<br /><ul><li>Demand Forecast
    41. 41. Lead Generation
    42. 42. Message Reach</li></ul>Online Presence<br /><ul><li>Ratings & Reviews
    43. 43. Communities
    44. 44. Customer Stories</li></ul>Sales<br /><ul><li>Collaboration
    45. 45. Thought Leadership
    46. 46. Blogs</li></ul>Customer Service<br /><ul><li>Listening
    47. 47. Support Widgets
    48. 48. Outreach</li></ul>Communication<br /><ul><li>Rich Media
    49. 49. Brand Reputation
    50. 50. Influence
    51. 51. Reputation</li></li></ul><li>Leverage social media to drive various business functions…<br />15<br />Product Development<br /><ul><li>Feedback Loop
    52. 52. Early Warning
    53. 53. New Product Ideation</li></ul>Marketing<br /><ul><li>Demand Forecast
    54. 54. Lead Generation
    55. 55. Message Reach</li></ul>Online Presence<br /><ul><li>Ratings & Reviews
    56. 56. Communities
    57. 57. Customer Stories</li></ul>Sales<br /><ul><li>Collaboration
    58. 58. Thought Leadership
    59. 59. Blogs</li></ul>Customer Service<br /><ul><li>Listening
    60. 60. Support Widgets
    61. 61. Outreach</li></ul>Communication<br /><ul><li>Rich Media
    62. 62. Brand Reputation
    63. 63. Influence
    64. 64. Reputation</li></li></ul><li>Leverage social media to drive various business functions…<br />16<br />Product Development<br /><ul><li>Feedback Loop
    65. 65. Early Warning
    66. 66. New Product Ideation</li></ul>Marketing<br /><ul><li>Demand Forecast
    67. 67. Lead Generation
    68. 68. Message Reach</li></ul>Online Presence<br /><ul><li>Ratings & Reviews
    69. 69. Communities
    70. 70. Customer Stories</li></ul>Sales<br /><ul><li>Collaboration
    71. 71. Thought Leadership
    72. 72. Blogs</li></ul>Customer Service<br /><ul><li>Listening
    73. 73. Support Widgets
    74. 74. Outreach</li></ul>Communication<br /><ul><li>Rich Media
    75. 75. Brand Reputation
    76. 76. Influence
    77. 77. Reputation</li></li></ul><li>SMaC Listening Command Center<br />17<br />Confidential<br />
    78. 78. The Five Principles<br />1. Protect Information<br />2. Be Transparent and Disclose<br />3. Follow the Law, Follow the Code of Conduct<br />5. Be Nice, Have Fun and Connect<br />4. Be Responsible<br />
    79. 79. Social Media Training<br />Fantastic success to date<br />Awesome numbers & tremendous feedback…<br />From 101 basics to themore complex…<br />Social Media Principles<br />Get Started SMaCing<br />Brand on SMaC<br />Building CustomerRelationships via Twitter<br />Building CustomerRelationships via Facebook<br />Opportunity for all of usto become stronger &smarter marketers<br />Confidential<br />19<br />
    80. 80. But what are our takeaways?<br />Don’t just look for ROI via NPS scores and attributable sales (although these are awesome)<br />Embedding awareness & enthusiasm for social media needs to take place throughout your organization (starting with EVERYONE in marketing)<br />Listening is absolutely critical, but you will fail if all you’re using it for is pretty reports<br />Confidential<br />20<br />
    81. 81. … and much more coming …<br />
    82. 82. Thank you.<br /><ul><li>Adam Brown, Executive Director, Social Media
    83. 83. tw: @adamcbfb: adamcb@facebook.com</li></li></ul><li>23<br />Confidential<br />

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