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Dell's Social Media Journey - econsultancy Masterclasses, November 2009

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Spoke at Econsultancies Online Marketing Marterclasses - http://econsultancy.com/events/masterclasses
and shared this shortened version of Dell's social media journey.

Published in: Technology

Dell's Social Media Journey - econsultancy Masterclasses, November 2009

  1. 1. DELL’S SOCIAL MEDIA JOURNEY<br />Kerry Bridge, Communications, Dell Inc.<br />Econsultancy – Online Marketing Masterclasses<br />November 17, 2009<br />
  2. 2. KEY LESSONS ALONG OUR JOURNEY<br />
  3. 3. 1. CUSTOMERS Are Discussing and Defining your brand every day… BOTH ON AND OFF YOUR SITE<br />
  4. 4. 4,000 mentions <br />a day<br />4<br />
  5. 5. ONLINE OUTREACH<br />OBJECTIVES:<br />Listen to customers<br />Insert Dell’s Point of view<br />Resolve issues. Engage.<br />RESULTS:<br /><ul><li>Responses on hundreds of blogs
  6. 6. VERY positive customer responses
  7. 7. Negative sentiment online quickly cut in half
  8. 8. > Invite customers to useful content on Dell site. </li></li></ul><li>ONLINE OUTREACH ASSESSMENT<br />NEW BLOG POST FOUND<br />Is the post positive?<br />FINAL EVALUATION<br />You can agree with <br />post, let it stand or <br />provide a positive review.<br />Will you respond?<br />YES<br />MONITOR ONLY<br />Avoid flame wars. Monitor the<br />site for relevant information <br />and comments.<br />NO<br />AGGRESSIVE<br />Is the site overly negative and dedicated to <br />ridiculing others?<br />YES<br />NO<br />YES<br />NO<br />CORRECT THE FACTS<br />Comment with <br />factual information in <br />comment field. <br />MISGUIDED<br />Does the post have the facts wrong?<br />NO RESPONSE<br />Let the post <br />stand.<br />YES<br />NO<br />ACTIONABLE ISSUE<br />Does the post detail an unresolved customer issue? <br />SUPPORT<br />Rectify the situation.<br />Respond and act upon <br />a reasonable solution.<br />e.g. Escalate the <br />issue internally.<br />YES<br />NO<br />FINAL EVALUATION<br />Base response on present circumstances, <br />site influence and stakeholder prominence. <br />Will you respond? <br />NO RESPONSE<br />Let the post <br />stand.<br />NO<br />YES<br />BLOG RESPONSE CHECKLIST<br />TRANSPARENCY<br />OF ORIGIN<br />Your association <br />with Dell is clear. <br />e.g. KerryatDell<br />A CLEAR GOAL<br />Your response aims to<br /> achieve a desired goal.<br />Inform/Guide/<br />Document/Thank <br />PERSONALISED<br />Your response is<br />not generic. You have<br />thoroughly read the blog<br />and all related entries. <br />TONE<br />Your response <br />is conversational and<br />makes a positive<br />statement.<br />CUSTOMER FOCUSED<br />Your response <br />positions you <br />as a true customer <br />advocate. <br />6<br />
  9. 9. COMMUNITY FORUMS<br />OBJECTIVE:<br />Peer to peer communications. Unleash Dell fans<br />RESULTS:<br /><ul><li>More than 1.5 M members engaged in user-to-user dialogue
  10. 10. 5K - 10K posts a week
  11. 11. Topics range from support pre-purchase enthusiast
  12. 12. 15,000 accepted solutions</li></ul>7<br />
  13. 13. EMPOWERED OUR CUSTOMERS TO SHARE THEIR KNOWLEDGE <br />Solved button added to Original Post; clicking it will take user to Accepted Solution<br />Accepted Solution Post Turns Green and logo added <br />8<br />
  14. 14. 2. TRANSPARENCY AND AUTHENTICITY ARE KEY<br />
  15. 15. how credible is a company?<br />DELL CONFIDENTIAL<br />10<br />Source: http://www.edelman.co.uk/trustbarometer<br />
  16. 16. DIRECT2DELL NETWORK<br />OBJECTIVE:<br />Transparent, candid and timely communication<br />RESULTS:<br />Millions page views/week <br />Available in Chinese, English, Spanish and Japanese<br />Blogs cover areas of Dell business in more detail – Enterprise IT, Small Business, Education, Investors etc<br />Guest influencers join the conversation<br />www.direct2dell.com<br />11<br />
  17. 17. 3. BE WHERE YOUR CUSTOMERS ARE & PROVIDE SOMETHING USEFUL<br />
  18. 18. TWITTER<br />OBJECTIVES:<br /> - Direct conversations<br /> - Share Dell News<br /> - Share Dell Offers<br />RESULTS:<br /><ul><li>@DellOutlet 80th most popular Twitter account with over 1.4M followers.
  19. 19. Sold more than $2M in merchandise since 2007, $1M browsing.
  20. 20. Now 35 official Dell accounts + many more personal accounts</li></ul>www.dell.com/twitterDell OutletUK<br />
  21. 21. 4. OPEN SOURCE IDEAS TRANSFORMED THE WAY WE OPERATE<br />
  22. 22. IDEASTORM<br />OBJECTIVES:<br />Encourage ideas,feedback, innovation<br />and dialogue <br />RESULTS:<br /><ul><li>>12,000 ideas generated by the community
  23. 23. ~700,000 promotions of ideas
  24. 24. >87,000 comments
  25. 25. ~400 ideas Implemented by Dell
  26. 26. Created a Facebook App and ability to post ideas directly to a Facebook profile</li></ul>www.ideastorm.com<br />15<br />
  27. 27. CUSTOMER-INSPIRED LAPTOP<br />COLOR OPTIONS<br />A LITTLE ZING TO BUSINESS LAPTOPS<br />13.3-INCH DISPLAY COMPACT, BUT BIG ENOUGH TO FIT A FULL-SIZED KEYBOARD UNDERNEATH<br />BETTER BATTERY LIFE<br />UP TO 19 HOURS ON A SINGLE CHARGE<br />FINGERPRINT READER<br />EXTRA SECURITY APPEASES JITTERY MANAGERS<br />eSATA PORT <br />LETS USERS CONNECT EXTERNAL HARD DRIVES AT FAST SPEEDS <br />BACKLIT KEYBOARD<br />FOR WORKING IN THE DARK<br />16<br />
  28. 28. 5. DEFINING A MEASUREMENT SYSTEM IS CRITICAL TO INTERNAL BUY-IN<br />
  29. 29. Blogs<br />Technorati ranking, Guest bloggers, Traffic, Conversation index, cost per sale<br />Forums <br />Posts and views, Accepted Solutions, VIP engagement, Opex savings<br />Social Media<br />Online Sentiment (positive, neutral, negative), net promoter score, issue prevention Opex savings<br />IdeaStorm<br />Site participation, Ideas implemented<br />Twitter<br />Followers, conversation index, cost per sale<br />A. MEASUREMENTS SHOULD REFLECT OBJECTIVES<br />DELL CONFIDENTIAL<br />18<br />
  30. 30. Investment actionreaction non-financial financial<br />cost of impact gain<br />B. FINANCIAL and Non-financial impact<br />DELL CONFIDENTIAL<br />YouTube views<br />Impressions<br />Opex savings<br />Customer complaints<br />Social mention<br />Paid search savings<br />Support savings <br />Website visitors<br />Positive press<br />Issue prevention<br />Online Sentiment (positive, neutral, negative)<br />Facebook friends<br />Traffic to purchase path<br />Ideas implemented<br />Cost per sale<br />Increased call volume<br />Blog comment ratio<br />Cost per membership<br />Re-tweets<br />Discount codes used<br />SEO<br />Cost per visit<br />Cost per call<br />Technorati ranking<br />Click-throughs<br />members<br />Customer Loyalty<br />Competition entries<br />Twitter followers<br />traffic<br />Net promoter score<br />Positive WOM<br />Competitor comparisons<br />19<br />
  31. 31. 6. SOCIAL MEDIA IS NO LONGER THE JOB OF JUST THE SOCIAL MEDIA TEAM<br />
  32. 32. SOCIAL MEDIA IS NOW PART OF EVERYONE’S JOB<br />Central <br />Team<br />TODAY<br />DISTRIBUTED MODEL<br />EARLY DAYS<br />INCUBATION<br />Embedded in the business<br />Incubated all social media activity in Public Relations<br />DELL CONFIDENTIAL<br />21<br />
  33. 33. FINAL THOUGHTS<br />Be transparent about your companies origin<br />Be where your customers are<br />Add something of value<br />Set time parameters<br />Be clear about your objectives<br />Measure both financial and non-financial benefits<br />Be a person – have fun!<br />22<br />

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