Brennan Dell


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Brennan Dell, Manager of eCRM and personalization at Dell, shares his current and previous professional experiences.

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  • WelcomeTopics:Social MediaPersonalizationCareer adviceSlides will be posted on Slideshare
  • 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.
  • IdeaStorm: Our commitment is to listen to your input and ideas to improve our products and services, and the way we do business. We will do our best to keep you posted on how Dell brings customer ideas to life.”Direct2Dell: Direct2Dell is Dell’s corporate blog; it’s a wire service about Dell to the world. Dell Forums: As the name suggests, it’s the community forum where users share their thoughts and experiences with others. Studio Dell: Dell uses videos and podcasts to educate users on various emerging technologies and also offers tips, tricks and support to get the best out of a Dell product. Studio Dell is an interactive communication tool, which also encourages users to post videos of them using Dell products. Smart Business 360: A resource center for small businesses offering product support and advice ReGeneration & Dell Earth: Websites on sustainable living to emphasize Dell’s environmental commitment, identified as a key strategy to future growth. Direct2Dell exists in 5 languagesAbout 200K page views per monthAlmost 1,000 posts since July 2006Over 25,000 comments More than 100 contributorsRegarding 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. Direct2Dell 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.
  • Dell now has 39 official business accounts across the globe plus over 100 employees. 18 Promotional Accounts9 Community Accounts12 Blogs and News11 Countries100+ EmployeesEach one offers communications targeted to specific company goals and user needs, each with different measurements.Promotion AccountsUnique offersOne per country segmentNow in US, UK, France, India, Brazil, Australia, Canada, Japan, New Zealand, Mexico and Irelandoverall brand and corporate reputation benefits …when we started outreach 50% negative and early on with engagement we saw that decline by nearly 30% = 20%average daily social mentions is between 4000-5000….but in that is a lot of link baiting and garbage SEO tricks because Dell is among the most referenced brands and search names on the web/coupon affiliates….still end up with several thousand decent conversations everydayConversations team is about 40 people strong……..morphed with time as we see social media become part of everyone’s job or a tool to be used throughout the businesses…pushing into our 4 BUs with a small innovation and governance core….
  • Move beyond basic utilizationRepeat visitors stay longer and buy morePersonalization builds relevanceQuality over quantityCreate engagementUnderstand visitors vs. customersGive the right message at the right time to the right people
  • Hone your e-mail writing skills. Every e-mail is just like a news story. Have a Lead and back it up. Answer first. You are what and how you communicate. Be formal. Conciseness wins the days.Study how others communicate, both written and verbal. Understand tone, conciseness, and message.
  • Be familiar with financial terms. Revenue vs. sales vs. margins, etc.Understand analytics and it’s terminology. Nothing more than +-x/ and %. Analytics are your friend. Know the basic terms like conversion, order value, leakage, funnels, etc.
  • Linked in vs. Facebook
  • Don’t stop learning!If 90% of life is about showing up, then once your there add value to whatever you are doing.
  • Brennan Dell

    1. 1. Brennan Dell<br />eCRM & Personalization<br />Global Online<br />
    3. 3. OUR WORLD IS CHANGING<br />The online population will double in 4-5 years from 1bn to 2bn<br />Fast growing and emerging markets are leading the way<br />120 MM people online in China…less than 10% of the population<br />Media<br />Transformation<br /><ul><li>Customer communication can start from anywhere today
    4. 4. Single blog posts can have as much power as major news stories
    5. 5. Citizens are now publishers and content providers</li></ul>Content is exploding<br /><ul><li>More content on YouTube in 2006 than on the web in 2000</li></ul>3<br />
    6. 6. CHANGING HOW WE DEFINE and ENGAGE<br />Tell Our Story <br />Resolve Dissatisfaction <br />Share Content & Collect Ideas<br />Join Conversations<br />4<br />Engage customers by sharing information that matters to them<br />
    7. 7. “These conversations are going to occur whether you like it or not. Do you want to be part of that or not? My argument is you absolutely do. <br />You can learn from them. You can improve your reaction time. And you can be a better company by listening and being involved in that conversation.” <br />Michael Dell,<br />Business Week<br />5<br />
    8. 8. THE POTENTIAL OF SOCIAL MEDIA<br />From telling and selling Engagement<br />One-way messaging Conversation <br />Reliance on “others” Direct connections Results<br /><ul><li>Better products and services meeting customer needs
    9. 9. Long-term, honest and authentic customer relationships
    10. 10. Revenue (@DellOutlet leads to new system sales)
    11. 11. A conduit to vocal fans and employees
    12. 12. A network for early warnings </li></ul>Affinity, loyalty and trust<br />6<br />
    13. 13. The Age of the “Informed Consumer”*<br />4 of 5 people<br />use relationships and peerswhile making a purchasing decision.<br />69%<br />62%<br />Research Products online before going to a store to make a purchase<br />61%<br />Have looked at least once at an online peer review before making a purchase<br />39%<br />Want to be able to scan bar codes and access information on other stores’ prices<br />9%<br />Compared a product’s feature and price across retail outlets online before buying<br />Used a cell phone to text-message a friend or relation about a product while shopping<br />*Source: Business week “Wholesale Changes in the Way we Shop”<br />
    14. 14. Major country viewSocial Media & Communities<br />9/15<br />9/8<br />12/89/8<br />9/159/15<br />11/14<br />11/14<br />9/19<br />11/14<br />9/15<br />11/14<br />11/14<br />Ratings/Reviews<br />Forums<br />9/15<br />Blogs<br />Wikis<br />IdeaStorm<br />Twitter<br />11/14<br />Facebook<br />Flickr<br />YouTube<br />Orkut<br />Only English version available<br />Slide Share<br />In social media conversations, Dell is mentioned 4-5000 times a day<br />
    15. 15. Socializing @ Dell<br /><ul><li>Dell had support forums online since June 1997
    16. 16. In early 2006, we expanded our listening program
    17. 17. June 2006 we added blogs, then IdeaStorm, then videos, podcasts, RSS, wikis, ratings and reviews, Twitter, YouTube, Facebook, Flickr, Slideshare...</li></ul>Listen<br />RSS<br />StudioDell<br />Podcasts<br />
    18. 18. Tweeting on Dell<br />Dell now has 39 official business accounts across the globe plus over 40 employees. <br />Dell heard on Twitter that customers thought the apostrophe and return keys were too close together on the Dell Mini 9 laptop and fixed the problem on the Dell Mini 10. Now, the Dell Mini product development team is asking around on Twitter for new ideas for the next generation of the computer.<br />
    19. 19. A LOOK AHEAD…strategy is one thing, but there’s no substitute for action<br />DELL CONFIDENTIAL<br />11<br />
    20. 20. Web 2.0<br />User Generated Content<br />Social Media<br />Online video<br />RSS<br />Blogs<br />Interoperability<br />Crowd sourcing<br />Cloud computing<br />
    21. 21. Web 3.0?<br />Mobile Commerce<br />Personalization<br />Customization <br />Behavioral Targeting<br />Crowdsourcing and Friendsourcing <br />Predictive modeling<br />Collective CRM<br />RFID tags & UPCs<br />Augmented Reality<br />The Semantic Web<br />??<br />
    22. 22. eCRM & Personalization<br />Move beyond basic utilization<br />Repeat visitors stay longer and buy more<br />Create engagement<br />Personalization builds relevance<br />Quality experience over quantity<br />Understand visitors vs. customers<br />Give the right message at the right time at the right place to the right people<br />
    23. 23. Utility<br />Relevancy Ecosystem<br />$<br />Interaction<br />Advocate<br />Online<br />Customer <br />Data<br />N<br />$<br />$<br />Relevance<br />Engagement<br />Offline<br />$$$<br />$$<br />
    24. 24. Utility<br />Relevancy Ecosystem – Ideal State<br />$<br />Interaction<br />Advocate<br />Online<br />Customer <br />Data<br />N<br />$<br />$<br />Relevance<br />Engagement<br />Offline<br />$$$<br />$$<br />Drive<br />
    25. 25. Read!<br />Know what’s going on!<br />, your local,<br />Online<br /><br /><br /><br /><br />Books<br />Made to Stick Chip Heath<br />Good to Great Jim Collins<br />Nudge Richard Thaler<br />Freakonomics Stephen Levitt<br />Art of Client Service Robert Solomon<br />Now, Discover Your Strengths Marcus Buckingham<br />Anything by Malcolm Gladwell, Seth Godin, Thomas Friedman, Paul Krugman<br /><br />
    26. 26. Write<br /><ul><li>Hone your e-mail writing skills.
    27. 27. Your e-mail self
    28. 28. Study others</li></li></ul><li>‘Rithmatic<br />Numbers…<br /><ul><li>Be familiar with financial terms
    29. 29. Understand analytics and it’s terminology
    30. 30. Analytics are your friend </li></li></ul><li>odds & ends<br />Understand Project Management principles<br />Don’t let technology scare you<br />SEO and SEM<br />Usability/Design and Information Architecture<br />Be knowledgeable of broad trends in the business<br />Be a software and MS Office Wizard<br />Capitalize on what you know!<br />
    31. 31. Manage your persona online<br />Remember you live in “Wiki-ality”<br />Cultivate your network<br />Your professional is not your personal life <br />You are what you tweet<br />
    32. 32. Go to the job<br />Get the most from your internship<br />Spend a day doing what you want to do<br />Network! Get on LinkedIn and build your network<br />Collect experiences<br />Work for free<br />Work on campus<br />Get Involved with organizations<br />Get a holistic view where ever you are<br />
    33. 33. Patience<br />
    34. 34. Don’t stop <br />learning!<br />Add Value!<br />
    35. 35. You are a Brand!<br />Give Thanks<br />Thrive<br />Create<br />persevere<br />Innovate<br />Do what you love<br />Grow<br />Move forward with purpose<br />Have grace<br />
    36. 36.
    37. 37. Coordinates<br /><br />Twitter: @atxpm<br />LinkedIn: Send me an invitation and say where I met you. <br />Network with other K-Staters<br />Dell Online<br /><br /><br /><br />Dell on SlideShare: on Flickr: on YouTube: & Twitter:<br />