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Tackling Corporate Reputation with Social Media<br />Cory Edwards, Director of Social Media & Reputation Team (SMART)Twitt...
Reputation Drivers<br />Social media impact across all drivers<br />2<br />
Harmony across the fabric of a company<br />Product <br />Group<br />QUALITY<br />DEMAND<br />Marketing<br />Services <br ...
Building Blocks <br />4<br />Programs<br />Programs<br />Programs<br />Programs<br />Programs<br />Programs<br />Programs<...
Listening & Engagement<br />
Our Customers Are Talking About Dell<br />6<br />“Engaging in honest, directconversations with customers and stakeholders ...
<ul><li> Dell Social Media Listening Command Center
 6 wall monitors tracking:
 Dell customers (influential)
 Dell conversations
 Priority topics including SOV and tonality
 Trending successes
 22K+ posts monitored daily by our Ground Control Team
 Monitoring in 11 languages
5 types of reports issued</li></li></ul><li><ul><li>Tightly integrated with our @DellCares Twitter team
Engaging 1000+ customers   per week
 Converting ranters to ravers at a rate of nearly 30%.
30% decline in negative commentary since engagement</li></li></ul><li>Working with Influencers <br />
Building an Online Influencer Relations Program<br />Influencer identification project  by BU, region or topic area (lever...
Dell Customer Advisory Panel (CAP) Days<br />11<br />How it Works<br />After: Follow-up and Action<br />Before: Identifica...
Success of CAP Days<br />US:<br />One of our leading reputation drivers in June<br />138M Twitter reach<br />Coverage in o...
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Dell Social Media Presentation - Tackling Corporate Reputation with Social Media - #nmaSES

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Cory Edwards, Director of Social Media at Dell shared a presentation to Reputation Online and New Media Ages' event today about Tackling Corporate Reputation with Social Media. #nmaSES

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Dell Social Media Presentation - Tackling Corporate Reputation with Social Media - #nmaSES

  1. 1. Tackling Corporate Reputation with Social Media<br />Cory Edwards, Director of Social Media & Reputation Team (SMART)Twitter: @coryedwards<br />February 23, 2011<br />
  2. 2. Reputation Drivers<br />Social media impact across all drivers<br />2<br />
  3. 3. Harmony across the fabric of a company<br />Product <br />Group<br />QUALITY<br />DEMAND<br />Marketing<br />Services <br />Solutions<br />CREDIBILITY<br />CONVERSION<br />Online<br />Sales<br />CYCLE TIME<br />Customer<br />Service<br />RESOLUTION<br />Comms<br />PR & HR<br />REPUTATION<br />
  4. 4. Building Blocks <br />4<br />Programs<br />Programs<br />Programs<br />Programs<br />Programs<br />Programs<br />Programs<br />Customer<br />Service<br />Comms<br />PR & HR<br />Product <br />Group<br />Services <br />Solutions<br />Marketing<br />Online<br />Sales<br />1. Listening & Engagement<br />2. Online influencer Relations<br />
  5. 5. Listening & Engagement<br />
  6. 6. Our Customers Are Talking About Dell<br />6<br />“Engaging in honest, directconversations with customers and stakeholders is a part of who we are, who we’ve always been.  The social web amplifies our opportunity to listen and learn and invest ourselves in two-way dialogue, enabling us to become a better company with more to offer the people who depend on us.”  <br />-Michael Dell<br />
  7. 7. <ul><li> Dell Social Media Listening Command Center
  8. 8. 6 wall monitors tracking:
  9. 9. Dell customers (influential)
  10. 10. Dell conversations
  11. 11. Priority topics including SOV and tonality
  12. 12. Trending successes
  13. 13. 22K+ posts monitored daily by our Ground Control Team
  14. 14. Monitoring in 11 languages
  15. 15. 5 types of reports issued</li></li></ul><li><ul><li>Tightly integrated with our @DellCares Twitter team
  16. 16. Engaging 1000+ customers per week
  17. 17. Converting ranters to ravers at a rate of nearly 30%.
  18. 18. 30% decline in negative commentary since engagement</li></li></ul><li>Working with Influencers <br />
  19. 19. Building an Online Influencer Relations Program<br />Influencer identification project by BU, region or topic area (leveraging a tiering system)<br />Conversation tracker (Radian6 Engagement Console lists)<br />Interactions database (Vocus-type system)<br />Adding key online influencers to goldlist for reputation dashboard (measurement)<br />Going beyond virtual relationships<br />Introducing Dell CAP Days (a ranters and ravers event)<br />10<br />
  20. 20. Dell Customer Advisory Panel (CAP) Days<br />11<br />How it Works<br />After: Follow-up and Action<br />Before: Identification & Buzz<br />CAP Days: In-person Event<br />Build relationships with identified attendees online<br />Gauge tone and interests through survey <br />Set agenda based on results – Ranters & Ravers<br />Invitees prioritized based on size of social media reach<br />Listen, Listen, Listen!<br />Collect feedback via artist <br />3rd party moderator who is well-known in the community<br />Measure the frequency of comments around key business areas (positive and negative<br />Gauge value to attendees through survey<br />Monthly updates to attendees<br />Designate relationship owners for ongoing efforts to build advocates<br />
  21. 21. Success of CAP Days<br />US:<br />One of our leading reputation drivers in June<br />138M Twitter reach<br />Coverage in outlets including Mashable, Fast Company, others.<br />Germany:<br />200+ tweets from attendees<br />200+ posts to XPS Forum<br />100% of attendees said that event “Exceeded expectations”<br />China:<br />Over 1200 posts on Sina<br />90% positive tonality<br />Coverage highlights (across Sina, RenRen, microblogs and forums)<br />12<br />
  22. 22. Ongoing Relationship Management <br />Monthly e-mail updates to attendees / stakeholders with progress against feedback <br />Buddy-system between attendees and Dell attendees <br />One-on-one communications via twitter e-mail<br />Identifying ongoing opportunities to partner (guest blogs on Direct2Dell & The power to do more site, ongoing sharing of positive company news)<br />13<br />
  23. 23. Implementing CAP Feedback<br />We heard: Make it easier to find the system or accessories that will meet a specific set of needs.<br />Dell: The newTag Team application on Facebook allows you to browse reviews and products by usage scenario in a tag cloud.<br />
  24. 24.
  25. 25. 6 Simple Takeaways<br />Consider social media impact across 6 key reputation drivers<br />If content is king, then listening is queen<br />Why are you listening? Listen for the sake of making changes <br />Return and report<br />Online influencers make for powerful advocates<br />When building relationships, In-Person > Virtual<br />Confidential<br />16<br />
  26. 26. Thank You<br />
  27. 27. Implementing CAP Feedback<br />We Heard:  Dell needs to be helping more customers in social media with product and support issues.<br />Dell:  We’ve staffed a global support team for social media that covers 11 languages and have assisted more than 10k Dell customers in the last six months.  We’ve also launched additional Twitter support accounts for Japanese, @Dell_SupportJP, and for Spanish, @AyudaDell.<br />
  28. 28. Implementing CAP Feedback<br />We heard: Too many dropped calls and unnecessary transfers.<br />Dell: ePhone software is being launched across sites, which will improve reporting capability to track telecom Issues. Other multiple transfer reduction initiatives have been launched including queue mergers to eliminate certain types of transfers. HIP (Handle in place) capability is being developed to handle simple issues for other businesses without a transfer.<br />
  29. 29. Implementing CAP Feedback<br />We heard:  Why don’t we hear more about the good work Dell is doing around the world?<br />Dell:  Dell has put a new Communications team together whose sole focus is to tell you about our Goodwill Reconnect and Bamboo Packaging programs that help our planet and communities around the world.<br />
  30. 30. Implementing feedback<br /><ul><li>More Linux availability
  31. 31. Our line of Product (RED)
  32. 32. FastTrack PC shipment
  33. 33. removal of bloatware
  34. 34. redesign of the keyboard on one of Dell’s best selling laptops, the Mini 10, when customers specified that the apostrophe was positioned awkwardly and needed to be moved. </li>

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