Nine Observations, Barcelona, November 2008

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Nine Observations deck presented at the New Media Conference in Barcelona, 2008.
http://www.iconeventsinternational.com/conferences/newmedia/

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Nine Observations, Barcelona, November 2008

  1. 1. NINE OBSERVATIONS Kerry Bridge EMEA Communications, Dell Inc. November, 2008
  2. 2. OBSERVATION #1 <ul><li>The online world is undergoing its most significant transformation ever </li></ul>
  3. 4. DIGITAL DATA EXPLOSION SIX-FOLD INCREASE IN DIGITAL DATA IN FOUR YEARS 2006 2010 2006: 161 Exabytes 2010: 988 Exabytes 2009 2008 2007 Source: IDC, March 2007
  4. 5. OBSERVATION #2 <ul><li>Your customers are discussing and defining your brand every day </li></ul>
  5. 6. “ These conversations are going to occur whether you like it or not. Do you want to be part of that or not? My argument is you absolutely do. You can learn from them. You can improve your reaction time . And you can be a better company by listening and being involved in that conversation.” Michael Dell, BusinessWeek
  6. 7. OUTREACH <ul><ul><li>Join conversations on hundreds of blogs </li></ul></ul><ul><ul><li>VERY positive customer responses </li></ul></ul><ul><ul><li>Pay attention regardless of size of blog </li></ul></ul><ul><ul><li>Negative sentiment has dropped nearly 30% since August ’06 </li></ul></ul>DELL CONFIDENTIAL OBJECTIVE: Transparent, candid and quick communication RESULTS: DELL CONFIDENTIAL
  7. 8. OBSERVATION #3 <ul><li>The world is full of those who will do it tomorrow… the online world is not waiting </li></ul>
  8. 9. MANY REASONS NOT TO BLOG WE’RE B2B FEAR COMMITTEES RULES GOOD IDEA, DO IT NEXT YEAR OUR CURRENT MODEL WORKS FINE, WHY CHANGE? WE DON’T HAVE THE EXPERIENCE WHAT IF CUSTOMERS ASK FOR WHAT WE DON’T HAVE? BANDWITH LEGAL CONCERNS
  9. 10. NEW CUSTOMERS BECOME PART OF YOUR CUSTOMER’S WORLD, NOT REVERSE FIND YOUR FANS! PREFERENCE- BASED CONTACT 78% TRUST THEIR PEERS, NOT ADVERTISING YOUR KNOWLEDGE HUMANIZE YOUR COMPANY PARTNERS OVER 1 BILLION REASONS TO BLOG SEO LEVERAGE CONTENT HAVE YOUR SAY SHARE NEWS
  10. 11. DIRECT 2 DELL <ul><ul><li>Over 4 million page views/week in last few months </li></ul></ul><ul><ul><li>It’s expanding… now available in Chinese, English, Spanish and Japanese; new group blogs cover areas of Dell business in more detail </li></ul></ul><ul><ul><li>Over 400,000 unique visitors worldwide every month </li></ul></ul><ul><ul><li>100 – 200 comments per week </li></ul></ul>DELL CONFIDENTIAL OBJECTIVE: Transparent, candid and timely communication RESULTS: DELL CONFIDENTIAL www.direct2dell.com
  11. 12. OBSERVATION #4 <ul><li>Your customers value highly what their peers have to say </li></ul>
  12. 13. 78% RANK CONSUMER RECOMMENDATIONS AS THE MOST CREDIBLE FORM OF ADVERTISING. -NIELSEN
  13. 14. FORUMS <ul><ul><li>More than a 1.5 M members </li></ul></ul><ul><ul><li>10K posts a week </li></ul></ul><ul><ul><li>Topics range from support  pre-purchase  enthusiast </li></ul></ul><ul><ul><li>5758 Accepted Answers since Feb 1 </li></ul></ul>DELL CONFIDENTIAL OBJECTIVE: Dialogue among community members RESULTS: DELL CONFIDENTIAL www.dellcommunity.com
  14. 15. ACCEPTED SOLUTIONS EMPOWER OUR CUSTOMERS TO SHARE THEIR KNOWLEDGE TO BENEFIT THE WORLD Solved button added to Original Post; clicking it will take user to AS AS Post Turns Green and logo added
  15. 16. CUSTOMER REVIEWS
  16. 17. OBSERVATION #5 <ul><li>Customers don’t care about business units. They gravitate to their “community of passion” </li></ul>
  17. 18. SMALL BUSINESS <ul><ul><li>Facebook group </li></ul></ul><ul><ul><li>Small Business Blog </li></ul></ul><ul><ul><li>Small Business Advice TV </li></ul></ul><ul><ul><li>StudioDell </li></ul></ul>DELL CONFIDENTIAL OBJECTIVE: Dialogue among community members Channels: DELL CONFIDENTIAL www.Smallbusinessadvice.tv direct2dell.com/smallbusiness facebook.com/dellsocialmedia
  18. 19. REGENERATION <ul><ul><li>259K members </li></ul></ul><ul><ul><li>Graffiti Contest </li></ul></ul><ul><ul><li>Live chat for members </li></ul></ul>DELL CONFIDENTIAL OBJECTIVE: Dialogue around environmental concerns/efforts RESULTS: DELL CONFIDENTIAL www.regeneration.org
  19. 20. Forums Customer support Direct2Dell Blog Response Ideastorm StudioDell D2D Spanish, D2DMandarin, D2DNorwegian SecondLife Ratings & Reviews FaceBook, Dell Embassy Dell Outlet, Twitter Twitter Network Internal Blogs ReGeneration.org Group Blogs Dellshares, IT, Cloud Your Blog Japanese D2D Tagging Accepted Solutions Digital nomads Small Biz Facebook Small biz advice TV YouTube
  20. 21. OBSERVATION #6 <ul><li>Customers want to speak with us in their language of choice </li></ul>
  21. 22. INTERNET USAGE BY LANGUAGE
  22. 23. OBSERVATION #7 <ul><li>Countries are being formed that are not being treated with the full respect that their population deserves </li></ul>
  23. 24. WWW.FACEBOOK.COM/DELLSOCIALMEDIA
  24. 25. OBSERVATION #8 <ul><li>Less than 1% of a person’s time online will be spent buying a product </li></ul>
  25. 26. THE REAL WORLD OF OUR CUSTOMERS ONLINE The Purchase Experience < 1% of a person’s time is spent actually purchasing our products <ul><ul><li>Broadband users spend 1 hour, 40 minutes (48% of their spare time) online, and more than half of this is spent accessing entertainment and communication </li></ul></ul>
  26. 27. OBSERVATION #9 <ul><li>The world’s greatest brain is ready to be utilized </li></ul>
  27. 28. IDEASTORM <ul><ul><li>>10,000 ideas generated by the community </li></ul></ul><ul><ul><li>615,000 promotions of ideas </li></ul></ul><ul><ul><li>82,000 comments </li></ul></ul><ul><ul><li>>215 ideas Implemented by Dell </li></ul></ul><ul><ul><li>Average 10,000 unique visitors/day </li></ul></ul>OBJECTIVE: Encourage ideas, feedback, input and dialogue RESULTS: www.ideastorm.com
  28. 29. COLOR OPTIONS A LITTLE ZING TO BUSINESS LAPTOPS 13.3-INCH DISPLAY COMPACT, BUT BIG ENOUGH TO FIT A FULL-SIZED KEYBOARD UNDERNEATH eSATA PORT LETS USERS CONNECT EXTERNAL HARD DRIVES AT FAST SPEEDS BACKLIT KEYBOARD FOR WORKING IN THE DARK FINGERPRINT READER EXTRA SECURITY APPEASES JITTERY MANAGERS BETTER BATTERY LIFE UP TO 19 HOURS ON A SINGLE CHARGE
  29. 30. MESSAGE EXPERIENCE CONVERSATION RELATIONSHIPS AFFINITY & TRUST
  30. 31. QUESTIONS? <ul><li>CONTACT DETAILS: </li></ul><ul><li>www.dell.co.uk/conversations </li></ul><ul><li>[email_address] </li></ul><ul><li>www.twitter.com/KerryatDell </li></ul>

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