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Dell, Simone Versteeg


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LEVERAGING SOCIAL MEDIA TO DRIVE VARIOUS BUSINESS FUNCTIONS - presentation at Enterprise Marketing 2.0 conference

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Dell, Simone Versteeg

  1. 1. Leverage Social Mediato drive businessSimone VersteegPR & Corporate Communications Manager EMEA Dell Services – @simoneversteeg
  2. 2. Dell’s Direct & Online Heritage: Critical Enabler Leader in online First to sell complex First company to frictionless configurable items hit $1M a day in commerce from 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
  3. 3. June 2005 – August 2006: Several OnlineIssues = Offline too
  4. 4. Five years of experiments and experience February 2006 December 2006 October 2007 May 2008 June 2009 Dell named #1 most Michael Dell Asks Ratings and Michael Dell quote in Business Week Dell Outlet achieves Global Twitter Why don’t we reach out and help Jeff Jarvis story quote, “These conversations are social brand in reviews on $0.5M in sales via Twitter revenues of $6.5 M bloggers with tech support issues? going to occur whether you like it or not. Do you want ranking of 100 top Community team active on Twitter to be part of that or not? My argument is you brands absolutely do. You can learn from them. You can Small Business improve your reaction time. And you can be a blog launched better company by listening and being involved in that conversation.” August 2006 Blog outreach expands beyond March 2008 March 2010 tech support February 2007 Accepted Solutions China Micro- IdeaStorm Launched January 2009 June 2009 Blogging A voting based site allowing launched on Community customers and others to submit Dell France begins Online Dell Organizes in to $2M+ Sales ideas for Dell. Community Outreach 4 customer focused via Twitter business units Social Media Listening Command Center2006 2007 2008 2009 2010 2011 July 2006 Dell Social Media and Community University Direct2Dell launched June 2007 April 2008 2009 launched/5,000 team Today Direct2Dell exists in Dell joins Twitter Inside IT launched Dell TechCenter members trained by English, Spanish, Norwegian, Blog focused on business end of year Japanese and Chinese. January customers, and Cloud (Aug.) Dell launches 2008 Computing. EmployeeStorm Dell aligns Internal Blogs Launched organization Spring 2009 December 2009 for Employees. Altimeter recognizes Dell with for success Some Members of Huffington Post Blog “Open Leadership Award for Community and Innovation and Execution” Conversations (Oct.) deployed within each DellAugust 2006 January 2007 of the new Dell launches Business units B2B pagesBlog outreach StudioDell launched Facebookexpands beyond Dell’s video and podcast site, (Jun.) with helpful tips and Support February 2008 Eventually expanding this into the YouTube channel making Twitter expanded November 2007 sharing easier. DellShares launched The first investor relations blog by June 2008 a public company. Channel blog launched 11 Global Marketing
  5. 5. Lesson 1: Opportunity of a powerfulecosystem External Communities Our Communities Team Members12 Rishi Dave | Inside Out
  6. 6. Lesson 2: starts with listening to Be A Better Business, across the Business13 Confidential Rishi Dave | Inside Out 10/1
  7. 7. Lesson #3: Integrate where Customer & BusinessValue are realized across all business functions Marketing Online PresenceProduct Development •  Demand Forecast •  Ratings & Reviews•  Feedback Loop •  Lead Generation •  Communities•  Early Warning •  Message Reach •  Customer Stories•  New Product Ideation Sales Customer Service Communication•  Collaboration •  Listening •  Rich Media•  Thought Leadership •  Support Widgets •  Brand Reputation•  Blogs •  Outreach •  Influence •  Reputation Global Marketing
  8. 8. Lesson 4: Listen + Engage = Act.It’s at the heart of all strategies…But How to Scale? Think of it as a tool, not a channel Global Marketing
  9. 9. Lesson 5: Empowering Employees:Social Media & Community University Principles Policy Governance Training & tools Rishi Dave | Inside Out
  10. 10. Lesson 6: The quest for a single ROI? Business Value across the full customer lifecycle17 Global Marketing
  11. 11. Lesson 7:It is ajourney notsimply“marketingcampaigns” Rishi Dave | Inside Out
  12. 12. Planting Seeds across Business and Functions19 Global Marketing
  13. 13. Stronger and Better Business Doing More for Customers20 Global Marketing
  14. 14. 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
  15. 15. Look across the entire customer lifecycle. It can be used everywhere … •  Insight: Social media improves Dell’s reach and share of voice Awareness•  Insight: SM keeps customers engaged, provides solutions and improves loyalty. Research and CLV (loyalty) Consideration Our External •  Insight: Established causality Communities Communities between social media activity and •  Insight: Social media based purchase support improves sentiment and correlates with higher revenue Demand / Lead •  Insight: Social Media provides high Support Business Value and contributes to Gen and Sales demand gen vehicle
  16. 16. Summary tips / insights•  Listen: –  Listen first- Listen and learn before jumping in –  Continue to listen – rapidly evolving•  Engage: –  Find your employee champions and involve them –  Train and protect your employees –  Figure out your business objectives, identify the appropriate data to use for measurement•  Act: –  Engage in conversations that are already happening –  Look for opportunities to build relationships with influencers –  When building relationships, In-Person > Virtual
  17. 17. 6 Simple Takeaways1.  Consider social media impact across 6 key reputation drivers2.  If content is king, then listening is queen3.  Why are you listening? Listen for the sake of making changes4.  Return and report5.  Online influencers make for powerful advocates6.  When building relationships. In-person > Virtual
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  19. 19. Thanks &Join the conversation @simoneversteeg Global Marketing