Building brands builds relationships


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Director of Dell Global Social Media, Richard Margetic's presentation at the Marketing Science Institute covers the four types of engagement and four ways to develop relationships that can help build business.

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  • Dell’s use of social media really goes to the roots of who we are as a company: the power and value of direct connections with customers, as well as using the Web as a tool to be a better business. Our teams have been exchanging information with customers online since the late 1980s with listservs, and by 1996 we had our own Dell Community forums at (other examples include: early leadership of e-commerce, the Web infrastructure to drive our supply chain, Premier Pages, etc)Today, we see social media as tool to be used across the fabric/functions of our businesses to build better business and be more connected with customers (i.e. the social web is not just about marketing or a customer support channel, rather it is a tool to be used to collaborate, connect and constantly do more with customers, from quality, to innovation, to building better business processes, to connecting and sharing real time, as well as solving technical or customer care issues) Highlights to pick out:Started with technical support (Customer service delivery)Just over 5 years ago became an early adopter using social media to connect with customers and build a better business.  In March 2006 we established the Online Community Outreach team, a group of tech support experts that reached out to bloggers around the world who had questions or required assistance. Later that year we expanded blog outreach beyond tech support to include any conversations about Dell.  2006 was also the year we launched our blog, Direct2Dell.Moved into communications – using as a channel to tell our story – Direct to DellDeveloped into crowd sourced product and service development with IdeaStormGone multi-lingual – multi-platforms – from our own .com/blog out to those customers select for themselves – no good just listening to the conversations in English, in your own frontroom - got to get out into the street to hear what customers really thinkInternal and external – agent for collaboration and innovation within the organisation e.g. Employee Storm; ChatterDirect sales (or facilitation) channel – lot made of our sales on platforms like twitter with @delloutlet but also important to realise that buying behaviours for products and services are also now heavily influenced by the social web – the opinions of trusted friends often first port of call (social web friends; bloggers)…so bringing those views into the buying process is impactful – so brings reviews/ratings front and centre with customersPower of advocates/ambassadors not to be underestimated – your team members are powerful voices for your brand/products and services… SMaC training and open access to all the tools they need at work to both LISTEN and ENGAGENote: Google+Dell team members from around the around the world are early adopters and users of social media, most recently on Google+ and Pinterest.
  • The building blocks of social mirror is based on developing trust: Sincerity, transparency, openness…Everyone makes mistakes. It’s how you respond that determines how/if the relationship moves forward.
  • "Today, 66% of online Americans are actively using social networking, but only 16% of companies use social media to engage with customers.“You cannot have credibility saying you are customer-centric if you ignore your customers in social media channels.“ Charlene Li
  • Aggregate all conversations pertaining to Dell / industry / competitorsFilter, categorize and determine sentiment using best-in class NLP and Text Analytics engineCalculate SNA -which represents overall brand advocacy and the advocacy behind individual contributing facets of the product / businessReal-time tool for tracking and monitoring SNA and actionable insights for business managers
  • The fundamental reasons people look to community relationships don’t change.
  • Recognizing the focus on resolution, where and when a customer needed it, Dell brought together a unified team of professionals covering both technical support and customer care on the Web for both business to business and consumer customers. Traditionally separate business units, the social media outreach services (SOS) team merged customer care and technical support into one effort. The team established its own “outbound” approaches, listening and hearing a customer in need and proactively reaching out to solve the issue, rather than waiting for the customer to call. Unlike the traditional phone queues, identity of the customer is not always clear, which means the team must operate without always having the benefit of the traditional “case management” information in the Dell systems. Another unique factor impacting this operation is given Dell’s privacy and protection of customer data policies, the Web, unlike a phone call, is public. Therefore the SOS team works in a non-traditional manner to solve issues without the usual confirmation of names, addresses and service tags.
  • Customer Advisory Panel (CAP) Days:The goal for these events is to hold open, honest and collaborative dialogues in person with up to 20 customers at a time who are ranters or ravers online about Dell products.  It provides an opportunity for Dell and participants to build relationships and learn from each other, bring their collective communities and feedback together and have an engaging conversation.  CAP Days is a time for Dell to listen to customers’ feedback first-hand, show off the latest and greatest products, discuss improvements they’ve made to the business and foster a relationship with the group and their social communities. Dell has hosted CAP Days events in the U.S., Canada, Germany, UK and China on topics ranging from laptops to customer support to its enterprise storage offerings.The original CAP Days event had more than 128 million impressions on Twitter. That original group was brought back to Round Rock one year after the first event for a reunion event where Dell shared the progress it had made implementing the suggested changes.  Social Think Tanks:Dell’s Social Think Tanks evolved out of the CAP Days program. However, rather than a dialogue with customers, these are in-person conversations with online influencers covering a particular industry or technology. And rather than a discussion about Dell solutions, the discussion centers on the challenges, opportunities and the future of a particular industry or technology.These events are in person for a group of up to 20 influencers and are moderated by a 3rd party expert such as an analyst or professorDell has held social think tank events on topics such as healthcare, education, small business, cloud computing, and customer support.These events provide an opportunity for Dell to listen and understand key priorities and needs of potential customer base and build relationships with important influencers in the given industry.Dell’s CAP Day & Social Think Tank program has grown from 2 events in 2010 to 5 events in 2011, 20 events in 2012, and 8 events so far in 2013. 
  • Lesson 5 relates to giving employees the tools to do their job…that means training.At Dell, We have put in place a robust social media and community curriculum that covers everything from our policies about transparency and protecting company and customer information to how to best use tools like Twitter, Facebook, LinkedIn, and blogging
  • Not everyone necessarily needs to be active on the Web. However, as the social Web emerges as a key marketing tool, every marketing leader needs to understand how to think about challenges, opportunities, costs, and how the social Web may or may not be a part of a marketing campaign or program. The Dell Social Media Playbook is a 105 page internal guide for planning and executing social strategy for the world’s largest social platforms including social networks, microblogs, video blogs, professional nets, as well as photo sharing, presentation, and publishing sites. Dell CMO, Karen Quintos introduces the guide saying, “Success in marketing means recognizing that experts in the social universe have the power to become some of our most authoritative advocates. Exceling as a social business means embracing these relationships and incorporating the feedback we get across the entire fabric of Dell so that we can continue to delights our customers with every touch point.” The innovative guide teaches marketers to build, engage, promote and track successful social media campaigns on behalf of the company. It also talks about tracking listening data before a market launch and how to factor this into messaging development.
  • Building brands builds relationships

    1. 1. Building Brands Builds Relationships Dell, Director Global Social Richard Margetic @ByJove
    2. 2. Eight years of social business February 2006 Michael Dell asks Why don’t we reach out and help bloggers with tech support issues? February 2007 IdeaStorm launched A voting based site allowing customers and others to submit ideas for Dell. 2006 June 2006 Dell TechCenter launched Feb 2009 Social Innovation Competition Built on IdeaStorm rewarding global social innovation Sells millions in the first year 2007 2008 August 2006 Blog outreach June 2007 expanded beyond tech EmployeeStorm launched Support First enterprise social network Today Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese. March 2008 Accepted Solutions launched on Community Dell France begins Online Community Outreach Feb 2012 Dell joins Pinterest August 2010 Social Media & Community University (SMaC U) launched 5,000 team members trained by end of year March 2010 Dell joins Sina Weibo in China October 2009 Dell joins Renren 2009 January 2011 Think Tank program launched July 2010 Michael Dell on Dell Chatter Rolls it out company-wide 2010 September 2008 Dell launches Yammer IdeaStorm for employees July 2006 Direct2Dell launched Group buying program goes live throughout Canada Dell launches recognition program for our most active community members, with private groups and escalated access. June 2007 Dell joins Twitter December 2006 Ratings and reviews launched on August 2009 Swarm Canada launches October 2007 Community VIP program launched July 2011 Michael Dell joins Google+ Jumps to #50 in followers, holds first Dell Hangout 2011 March 2012 Dell and Red Cross launch Digital Operations Center Dell solutions provide the Red Cross with innovative ways to help Americans impacted by disaster person events for vocal online customers Group buying program goes live, in Singapore January 2010 Social Outreach Services team formed @DellCares launched 3 months later October 2009 SMaC organization launched Cross-functional central organization July 2011 Dell launches October 2011 global G+ site Dell launches phase two of VIP program December 2010 Social Media Listening Command Center launched March 2013 Dell launches on Instagram 2012 June 2010 CAP Days launched InMay 2009 Swarm launches December 2012 Dell launches Social Media Services Group Brings enhanced advocacy relationship to our most passionate community members 2013 January 2013 Dell Launches Social Net Advocacy Real time social sentiment tool October 2012 Dell launches Subject Matter Expert social media program Global Marketing
    3. 3. Global Marketing
    4. 4. Relationships are the building blocks of both social networks and business Trust Transparency Sincerity Credibility Care Openness Global Marketing
    5. 5. Listening to Be A Better Business, across the Business Listen, Engage & Act 5 Confidential 3/21/2 8 years ago: 4000 posts per day (English) Today: 25,000 posts per day (English) - Listening in 14 languages Global Marketing
    6. 6. Multiple Initiatives at Dell to harness insights from Social and integrate into business Listen & Engage Harness Insights Social Net Advocacy Pulse (SNAP) Social Targeting Social CRM Integrate into existing processes Generate Business Value  Empower employees  Generate leads  Optimize sales process  Improve NPS  Increase Marcomm ROI  Lower support costs Social Dashboards 6 Global Marketing
    7. 7. Aggregate Enrich Collate Deliver Global Marketing
    8. 8. Dashboard shows the SNA metric and customizable daily/weekly/monthly trending chart Dell SNA for Nov Detailed Post metrics Weekly SNA and Post Trend 8 Global Marketing
    9. 9. Topics Tab: Provides SNA by different Topic groups – Products, Components, Customer Journey - in a sortable list Displaying SNA for all Product Categories Drill down a specific product 9 Global Marketing
    10. 10. SNA by Authors Global Marketing
    11. 11. Listening: Who, What, Where Who Listening to who’s talking tells you who your advocates are, your influencers, your ranters and your ravers. This forms the basis of all relationship marketing What What users are talking about gives you your marketing keywords, conversations, messaging points, identifies customer pain points, impacts search results. This is the basis of content marketing. Where Where customers are talking tells you which platforms you need to create a presence in, market to, amplify messages in and where to put your ad dollars Paid Marketing Content Marketing Relationship Marketing 11 Global Marketing
    12. 12. Always on vs. campaigns • Today’s customers are asking brands to engage them more directly, more often, and more deeply. • Customers also want more benefits, value and relevancy that comes from twoway communication. 12 DELL CONFIDENTIAL Global Marketing
    13. 13. Five Social Drivers 1. Make meaningful connections based on shared interests 2. Express themselves 3. Recognition / rewards valued by the community 4. Get advice, validation, and assurance about decisions 5. Solve a specific problem (their own or someone else’s) Global Marketing
    14. 14. Types of Relationships Global Marketing
    15. 15. Four Priority Engagements Influencers Ranters Ravers Experts Global Marketing
    16. 16. Ranter Engagement Global Marketing
    17. 17. Social Outreach Social Outreach Team Formed March 2006 Team begins by just listening and monitoring earned social. Tech support experts were then hand-selected for their tech problem-solving expertise and superior interpersonal skills. When pointed at owned social, our negative sentiment in Facebook was halved in the first two months Today On average, the team addresses 3,000 posts a week in 14 languages – 98% resolution rate – 45% ranters to ravers Global Marketing
    18. 18. Ravers Engagement Global Marketing
    19. 19. Thanking Customers #DellLove Surprise & delight our customers to create memorable experiences – Weekly videos created to thank customers – Ability to answer questions or offer Product Recommendations – 200+ videos created to date with 4MM+ reach – “By creating this video to thank me, Dell has successfully evangelized itself … I will go on and on about this incident anytime someone talks to me about Dell or seeks my advice while buying a computer. And so I act as an evangelist for Dell which can possibly get them more business.” – Social Paparazzi, 19 Global Marketing
    20. 20. Expert Engagement Global Marketing
    21. 21. Subject Matter Experts Results Program Timing Participant Counts Topics Pilot Launch Class (October) 25 Window s8, Cloud Computing Class # 2 (November - Jan) 76 Enterprise Class # 3 (Feb - April) 50 M&A • Twitter reach: +1.5M (Second month results) • Increased SOV: Cloud Computing SOV Window s 8 SOV September October November December 12% 13.6% 17.6% 29.2% 10.7% 12.6% 12.3% 14.7% • Integrated SEO to improve key word ranking & traffic to Dell: – Incremental 17.6K visitors to – 47 more keywords ranking in top 10, 22 which hadn’t been on the first page • Active SME’s: – Cody Norris, 2 Win8 blogs posts on D2D with+5K views – Scott Evans, working on 9 part blog series on Virtualization 21 Confidential Global Marketing
    22. 22. SME Program Global Marketing
    23. 23. Influencer Engagement Global Marketing
    24. 24. A word about influence Global Marketing
    25. 25. We lead discussions with customers in social media, through technical forums, industry groups, and with our major partners We work with industry experts and analysts, to develop practical innovation that solves real customer problems in a unique way Global Marketing
    26. 26. Dell’s CAP Days & Social Think Tanks Inside Out Outside In Customer Feedback Customer Feedback Customer Feedback Customer Feedback Customers giving feedback on Dell’s business Influencer Dialogue Influencer Dialogue Influencer Dialogue Influencer Dialogue Dell facilitating topic-based discussions & brainstorms with influencers not customers Global Marketing
    27. 27. Four Priority Engagements Influencers Ranters Ravers Experts Global Marketing
    28. 28. Goal Influencers Ranters Ravers Experts Sweet Spot Global Marketing
    29. 29. Scaling Global Marketing
    30. 30. Educating Employees: Social Media & Community University Principles Policy Processes Training & tools Global Marketing
    31. 31. SMaC U Today • > 18,000 employees trained • > 10,000 employees certified • We train globally in 55+ countries – Focus on regions where our largest marketing, sales and product teams exist • Launched a Training Ambassador program, where certified employees may apply to teach on behalf of the University. • SMaC Champions: Certified employees given a list of social activities that they can participate in. One is crowdsourced translations of social media content. Global Marketing
    32. 32. Social Media Playbook • Designed for Dell Marketers & individuals responsible for planning & operationalizing social media • Helps plan, build, execute, measure & syndicate social media strategies Social Media Playbook • Provides tools for creating KPI’s & measuring business value • Includes helpful templates, checklists and worksheets 32 Confidential Global Marketing
    33. 33. Employee vs. Brand Relationships • Only 12% overlap • Employees share 8.6 times more tweets and 1.7 times more company URLs than corporate accounts • Engagement/tweet/ follower for employees accounts is 47 times higher than corporate Global Marketing
    34. 34. Listen Prioritize Engage Scale Global Marketing