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How Dell is using social media to deepen customer relationships and build trust


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Liz Brown Bullock, Director of Social Media and Community, Dell, presents how Dell has used social media to build trust and deepen customer relationships by listening, engaging and acting. Presentation at Marketing Science Institute Board of Trustees Meeting April 2013 with the topic, Building Trust in a Digital Age.

Published in: Business, Technology

How Dell is using social media to deepen customer relationships and build trust

  1. 1. How Dell is using social media todeepen relationships & build trustLiz Bullock, Director Social Media & MarketingLiz Brown Bullock (LinkedIn)@lizbbullock#MSITMtg
  2. 2. Power of social media: More than ever – a company’s 90% trust recommendations from brand is influenced by what people they know. 70% trust consumers are saying about the consumer opinions posted online. brand 14% trust advertising (Nielsen, 2009) A professor or person like you is 25% of search results How companies trusted 2x as much for the world’s top market, sell to and as a chief executive 20 largest brands are support their or government links to user- customers is official generated content changing… (Socialnomics, ’09) (Edelman Trust Barometer, ‘13)2 Confidential Global Marketing
  3. 3. Engage or Die…Customers expect more.• In 5 years trust attributes have shifted from operational excellence to more engaging, external facing behaviors – Listens to customer needs and feedback – Takes responsible actions to address an issue or crisisTops down message won’t cut it aloneanymore.• Action consumers, social activists, employees involved in real-time, peer to peer dialogues3 Confidential 4/16/2013 • Edelman Trust Barometer 2013 Global Marketing
  4. 4. Dell’s Social Media Journey4 Confidential 4/16/2013 Global Marketing
  5. 5. Seven years journey of embedding social to be a better business AltimeterFebruary 2006 March 2008 June 2009 Dell February 2007 recognized DellMichael Dell asked Accepted Solutions Global Twitter with “Open namedWhy don’t we reach out and help IdeaStorm launched launched on Community revenues of Leadership Award the No.bloggers with tech support issues? A voting based site allowing $6.5 M for Innovation and customers and others to Dell France begins Online May 2008 1 most Community Outreach Execution” submit ideas for Dell. Dell Outlet achieved social October 2007 $0.5M in sales via Twitter brand Michael Dell quoted in Business March December 2006 Week 2010 Ratings and In response to Jeff Jarvis question around Dell whether companies want to be part of the January 2009 joins reviews launched online conversation: ”My argument is you December 2010 Dell Organizes June 2009 Sina on absolutely do. You can learn from them. You Social Media can improve your reaction time. And you can into four $2M+ Sales Weibo Listening be a better company by listening and being customer via Twitter in Command involved in that conversation.” focused China Center launched business units 2006 2007 2008 2009 2010 2011 2012 Social Media & July 2006 Community June 2007 2009 University (SMaC U) Direct2Dell launched Today Direct2Dell exists in Dell joined Twitter June 2008 Dell TechCenter launched English, Spanish, Norwegian, Channel 5,000 team EmployeeStorm January Spring 2009 members trained by 6 Awards for the Japanese and Chinese. blog December launched 2008 Members of end of year Social Media Listening launched 2009 Internal Blogs Launched Dell aligns Community Command Center Huffington January 2007 for Employees. organization and Post Blog StudioDell launched November 2007 for success Conversations B2B pages on Dell’s video and podcast site, with DellShares deployed FacebookAugust 2006 helpful tips and tricks. Eventually launched within each of expanding this into the YouTube April 2008Blog outreach The first investor the new Dell channel making sharing easier. Inside IT launched June 2010expanded beyond relations blog by a Blog focused on business Business units public company. CAP Days launchedtech Support customers, and Cloud In-person events for vocal Computing. online customers 5 Global Marketing
  6. 6. Listen, Engage, Act Customer Listen to customer conversations across online Ideas Customer Needs Brand Reputation • IdeaStorm • Tech & care support • Thank you & delight • Collaboration • Sales support • Employee advocacy • Providing communities Product Sales Marketing HR Online Group6 Confidential 4/16/2013 Global Marketing
  7. 7. Listening to Be A Better Business, across the Business7 Confidential Global Marketing
  8. 8. Dell’s CAP Days & Social Think Tanks Outside In Inside OutCustomer Customer Influencer InfluencerFeedback Feedback Dialogue DialogueCustomer Customer Influencer InfluencerFeedback Feedback Dialogue DialogueCustomers giving feedback on Dell’s business Dell facilitating topic-based discussions & brainstorms with influencers not customers Global Marketing
  9. 9. IdeaStorm & Storm SessionsLaunched in 2007 to provide customers withavenue to share ideas on products, servicesand operations• 60,000+ User Accounts• 18,000+ Ideas• 739,000+ Votes• 97,000+ Comments• 520 Ideas ImplementedMost recently supported new productlaunch (Project Sputnik) to address newtarget audience (developers)• Ideastorm members 50% higher in revenue vs. non members• Purchase Frequency 33% higher9 Confidential 4/16/2013 Global Marketing
  10. 10. Customer ExperienceSocial Outreach team formed in 2006• Tech support experts were then hand- selected for their tech problem-solving expertise and superior interpersonal skills• On average team addresses 3,000 posts a week in 11 languages – 98% resolution rate – 45% ranters to ravers conversion – Team proactively developing helpful content based listening and engagements10 Confidential 4/16/2013 Global Marketing
  11. 11. Thanking Customers #DellLoveSurprise & 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, HappyMarketer.com11 Confidential 4/16/2013 Global Marketing
  12. 12. Drive cultural change: Training, enablement & customer- connection12 Confidential 4/16/2013 Global Marketing
  13. 13. Empowering employees: Social Media & CommunityUniversity Policy Principles Governance Training & Tools13 Confidential 4/16/2013 Global Marketing
  14. 14. SocialSME (Subject Matter Experts)Train SME’s to be social thoughtleaders, develop key influencer andcustomer relationships and thrive inrelevant online communitiesValue: Impact Dell’s share of voice,sentiment, SEO, solutions andultimately salesIndividual scorecards: Revenue,share of voice, earned media value,SEO and engagement14 Confidential 4/16/2013 Credibility Sees Dramatic Changes: Edelman Trust Barometer 2012 Global Marketing
  15. 15. Closing with final thoughts…• #1 Trust is not a commodity. It cannot be bought, it must be earned• #2 Embrace all channels of communication both offline and online and actively listen• #3 Provide opportunities for your consumers, advocates and employees to co-create and be part of your process• #4 Engagement and Integrity are critical for success in building Trust• #5 Train your employees – and even offer a class on listening for insights and how to bring into the business15 Confidential 4/16/2013 Global Marketing
  16. 16. 16 Confidential 4/16/2013 Global Marketing
  17. 17. Thank You Q&A17 Confidential Global Marketing