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Reputation & Brand In An Instantly Connected World

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  1. 1. Reputation and Brand In an InstantlyConnected WorldRichard Binhammer, Social Media and CommunityAmplify Festival, Sydney, Australia, June 6-10, 2011
  2. 2. Traditionally, Busines s and Technology: aimed to deliver efficient organization of work through specialization of labor 1776, Adam Smith, Wealth of Nations2 Global Marketing
  3. 3. Dell’s Direct & Online Heritage: Critical Enabler Leader in online First company to frictionless First to sell complex hit $1M a day in commerce from configurable items online revenue order to delivery One of the first One of the first companies to Early adopter of to launch online social media discussion forums launch online support
  4. 4. Before the Social Web: Our Online Perspective Our Communities 4 Global Marketing
  5. 5. Internet: Unlike other technologies, the Web was unpredictable; opened more opportunities to change perspectives anywhere it reached5 Global Marketing
  6. 6. Interactive Web:First time in history,technology at home hasevolved faster than forbusiness becoming sopervasive that business iscatching up to consumerexpectations aboutconnectivity, ease of useand how to useSource: Mary Meeker, 2010 Internet Trends Global Marketing
  7. 7. June 2005 – August 2006: Several Online Issues = Offlinetoo 7 Global Marketing
  8. 8. Five years of experiments and experience December 2006 October 2007 May 2008 June 2009 February 2006 Dell named #1 most Ratings and Michael Dell quote in Business Week Dell Outlet achieves Global Twitter social brand in Michael Dell Asks reviews on Jeff Jarvis story quote, “These conversations are $0.5M in sales via Twitter revenues of $6.5 M ranking of 100 top Why don’t we reach out and help going to occur whether you like it or not. Do you bloggers with tech support issues? want to be part of that or not? My argument is you Community team active on Twitter brands absolutely do. You can learn from them. You can Small Business improve your reaction time. And you can be a blog launched August 2006 better company by listening and being involved in Blog outreach that conversation.” expands beyond February 2007 March 2008 March 2010 tech support Accepted Solutions China Micro- IdeaStorm Launched January 2009 June 2009 launched on Community Blogging A voting based site allowing Dell Organizes in to $2M+ Sales customers and others to submit Dell France begins Online 4 customer focused ideas for Dell. Community Outreach via Twitter Social Media Listening business units Command Center 2006 2007 2008 2009 2010 2011 Dell Social Media and Community University July 2006 launched/5,000 team Direct2Dell launched June 2007 April 2008 2009 members trained by end of year Today Direct2Dell exists in Dell joins Twitter Inside IT launched Dell TechCenter English, Spanish, Norwegian, January (Aug.) Blog focused on business Japanese and Chinese. Dell launches 2008 customers, and Cloud Dell aligns Computing. Altimeter recognizes Dell with EmployeeStorm Spring 2009 December 2009 “Open Leadership Award for Internal Blogs organization Launched for for success Some Members of Huffington Post BlogInnovation and Execution” Community and (Oct.) Employees. Conversations DellApril 2006 January 2007 deployed within each launchesTech support StudioDell launched of the new Dell B2B pages Facebookoutreach to blogs Dell’s video and podcast February 2008 Business units (Jun.) site, with helpful tips and tricks. Eventually expanding November 2007 Twitter expanded this into the YouTube channel DellShares launched making sharing easier. The first investor relations blog by June 2008 a public company. Channel blog 8 launched Global Marketing
  9. 9. Starting Down a New Road, in a Vehicle, yet to be proven Even today, the Infrastructure is evolving9 Global Marketing
  10. 10. Recognizing & Aligning a Powerful Ecosystem External Communities Our Communities Team Members 10 Confidential Global Marketing
  11. 11. Listening to Be A Better Business, Across the Business11 Confidential From 4,000 posts/day to 26,000 posts/day 3/21/2011 Global Marketing
  12. 12. Two-way dialogue: Innovation and Suggestions 2007 IdeaStorm changes the conversation.12 Global Marketing
  13. 13. becomessocial Global Marketing
  14. 14. This is a global development:Sina integration with Global Marketing
  15. 15. New opportunities Further our Direct connections with Quality Interaction: No tricks or gimmicks customers Relationship Marketing:Link Online:Behavioral Targeting and Deal Posting15 Global Marketing
  16. 16. User generated Marketing Global Marketing
  17. 17. Fans: B2C or B2B Its all aboutBusiness and People Special Thanks to BlaM4C & Marshalus & more than 4000 customers Global Marketing
  18. 18. Customers inneed are criticalopportunitiesSocial Media givesthem voice & youopportunities Global Marketing
  19. 19. @DellCares Across the Web Generates Positive ConnectionsThe Customer: Model Supplies Sales, Followers: 60,000+Issue/Resolution: The customer tweeted in regards to an LCD issue w/her PC on 4/18 to her friends.@DellCares identified the customer was in need of assistance and responded on 4/19, The issue was resolvedon 4/29. MSD tweets her a thank you on 5/25, which she responds to immediately. … Dell … delighting the Customer Customer voices Listens, Engages whose following retweets to 150k+ users frustration… and Resolves issue… Michael Dell jumps in… Model Supplies raves @ModelSupplies Thanks for contacting Youre very welcome! @MichaelDell Thank you @dellcares and for positive feedback too. for the fantastic service - and for the reminder of Thrilled to hear you are a happy Dell customer! things still to do! x0x 7:43 PM May 25th via web 6:14 Confidential 25th via web 19 PM May Global Marketing
  20. 20. Aggregation of WebContent, Rich Media Global Marketing
  21. 21. Internal Social Networks • Dell is using Chatter to increase cross-departmental team collaboration • Over 90,000 Dell employees quickly and easily collaborate around documents and information like sales opportunities, team projects and campaigns • Fosters relationships • A hybrid of Twitter, Facebook, Sina, Ren-Ren, Orkut21 Global Marketing
  22. 22. Our fabric is changing22 Confidential Global Marketing
  23. 23. Key Learnings Global Marketing
  24. 24. SM  B2C & B2B24 Global Marketing
  25. 25. The world around us is changing Control is not as successful as influence companies that embrace this the fastest will win • Disintermediation between the customer and the expert is happening already • Users spending more time across the web engaging – beyond company’s website • Customers trust their peers more than anyone else • Traditional methods are not scaling; Does Social Media?25 Global Marketing
  26. 26. Don’tLook, Listen orTouch This is not astrategy thatworks.26 Global Marketing
  27. 27. Listen, Engage, Act. It’s at the heart of allstrategies…But How to Scale? Think of it as a tool, not a channel Global Marketing
  28. 28. Campaigns arecapital intensive.You can not buyfans & followersfor life … Global Marketing
  29. 29. A Tool to be Leveraged Across the Fabric of aCompany: different functions, uses and valuesProduct Development Marketing Online Presence• Feedback Loop • Demand Forecast • Ratings & Reviews• Early Warning • Lead Generation • Communities• New Product • Message Reach • Customer Stories Ideation Sales Customer Service Communication• Leads• Collaboration • Listening • Rich Media• Thought Leadership • Support Widgets • Brand Reputation• Blogs • Outreach • Influence • ReputationMarketing Global
  30. 30. CustomerCentricity:Inform and DriveEvery Part of theBusinessThe Social Radio forAll Employees30 Global Marketing
  31. 31. Empowering Employees:Social Media & Community University Principles Policy Governance Training & tools Global Marketing
  32. 32. Customer Connected Employeesare your company’s rock stars32 Global Marketing
  33. 33. Authority Exchange Community 33 Global Marketing
  34. 34. The Nature of the Connections Changes: from Business &Marketing as Broadcasting to People Having Conversationsand Connecting “The Miracle of the Web” push and publish, Barry Diller Global Marketing
  35. 35. Business and PeoplePeople are empowered.Technology enables.Humanity rules. Global Marketing
  36. 36. Are Businesses Less Machine and more Networked Organism? Human Organizations36 Global Marketing
  37. 37. Meanwhile …Back at the Office Global Marketing
  38. 38. They are asking aboutthe social webinfrastructure Global Marketing
  39. 39. Where is the ROI Business Value of Social Media39 Global Marketing
  40. 40. Yes Virginia, there is ROI Business Value: It ismeasurable in many forms, there is not 1 number … Global Marketing
  41. 41. Look across the entire customer lifecycle. It can be used everywhere … • Insight: Social media improves Dell’s reach and share of voice • Insight: SM keeps customers engaged, provides solutions and improves loyalty. • Insight: Established causality between social media activity and purchase Our External Communities Communities• Insight: Social media based support improves sentiment • Insight: Social Media provides and correlates with higher high Business Value and revenue contributes to demand gen vehicle Global Marketing
  42. 42. Connected and Lit Up42 Confidential Global Marketing
  43. 43. you gonnamiss the old car? Global Marketing
  44. 44. Thank You