Driving Business & Customer Value Altimeter Social Commerce


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Manish Mehta, Dell VP Social Media and Community, presented at the Altimeter Rise of Social Commerce Conference in October 2010 his vision of the impact of Social Commerce Business and Customer Value.

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Driving Business & Customer Value Altimeter Social Commerce

  1. 1. Driving Business &Customer ValueAltimeter’s Rise of Social Commerce ConferenceManish MehtaVice President, Social Media and CommunityOctober 6, 2010 Global Marketing
  2. 2. The wheel2 Global Marketing
  3. 3. The family dog3 Global Marketing
  4. 4. Progress Global Marketing
  5. 5. Broad reachimpact & comfort Global Marketing
  6. 6. Theenvironmentwas ripe forchange Global Marketing
  7. 7. Inspired to dream7 Global Marketing
  8. 8. small innovations Global Marketing
  9. 9. Big change Global Marketing
  10. 10. foundationaccelerated change Global Marketing
  11. 11. Broader industry developed11 Confidential Global Marketing
  12. 12. Citizens were empowered12 Global Marketing
  13. 13. governance13 Confidential Global Marketing
  14. 14. guideposts14 Global Marketing
  15. 15. bridging the chasm Global Marketing
  16. 16. untappedpotential Global Marketing
  17. 17. Outcome: sustainably interconnected17 Confidential Global Marketing
  18. 18. Our fabric is changing18 Confidential Global Marketing
  19. 19. Voice  Brand19 Confidential Global Marketing
  20. 20. What notes must be written …20 Global Marketing
  21. 21. … that will start a revolution?21 Global Marketing
  22. 22. That will rock the world inside & out Global Marketing
  23. 23. We have a great heritageDell’s Key Social Media Milestones February 2006 December 2006 October 2007 May 2008 June 2009 Michael Dell Asks Ratings and Reviews Michael Dell quote in Business Week Dell Outlet Achieves Global Twitter Why don’t we reach out and help on Dell.com Jeff Jarvis story quote, “These conversations are $0.5M in Sales via Twitter bloggers with tech support issues? going to occur whether you like it or not. Do you Community team active on Twitter Revenues of $6.5 M want to be part of that or not? My argument is you Community across the social absolutely do. You can learn from them. You can Small Business web =3.5 million direct improve your reaction time. And you can be a blog launched customer connections better company by listening and being involved in that conversation.” August 2006 Blog Outreach Expands Beyond Tech Support June 2009 Engagement with anyone who March 2008 February 2007 $2M+ Sales via Twitter2006 commented about the company. Business model and other issues IdeaStorm Launched 2008 Accepted Solutions Dell outlet on Twitter surpasses considered. launched on Community $2 million in sales with another A voting based site allowing customers Dell France begins Online $1 million dollars in sales at dell.com March 2010 and others to submit ideas for Dell. Community Outreach China Micro- Blogging July 2006 2007 2009 2009 Direct2Dell Launched April 2008 Dell TechCenter June 2007 Inside IT Launched A Collaborative Today Direct2Dell exists in Dell joins Twitter Community for English, Spanish, Norwegian, Japanese and Chinese. Why don’t we reach out Blog focused on business customers, and Cloud Datacenter pros 2010 and help bloggers with January 2008 Computing. January 2009 grows by 400% tech support issues? Dell Aligns Dell Organizes in to Organization 4 customer focused Dell Launches for Success business units EmployeeStorm Internal Blogs Launched for Employees. June 2008 December 2009 Channel Blog Huffington Post Blog Dell’s VP of Social Media andMarch 2006 Launched Community, Manish Mehta, begins January 2007 February 2008 blogging at Huffington PostCommunity Outreach Team Formed StudioDell LaunchedTeam begins by just listening and monitoring Dell’s video and podcast site, Twitter Expandedconversations to see what’s being said. The tech Start experimenting with Twitter with helpful tips and tricks. November 2007 for business– another venue to Spring 2009support experts are hand-selected for their tech Eventually expanding this intoproblem-solving expertise and superior help customers, but also thanking Some Members of Community and the YouTube channel making DellShares Launched Dell customers. Outreach leads Conversations deployed within eachinterpersonal skills. sharing easier. The first investor relations blog by a public company. to some Twitters asking for help of the new Dell Business units on purchases. 23 Confidential Global Marketing
  25. 25. Tree of Tenere25 Global Marketing
  26. 26. Listening & Engagement Global Marketing
  27. 27. Command Center Global Marketing
  28. 28. The Neighborhood Business Global Marketing
  29. 29. Businessgrew andsucceededbased on wordof mouthand they still do… more so withthe social Web Global Marketing
  30. 30. Social Content in Path175K reviews globally66 countries, 15languages Global Marketing
  31. 31. Application Generates Business Benefit conversion & margin lift revenue/visitor is 3X higher in Japan; 134% higher in US 62 Countries 14 Languages Over 170,000 Reviews Submitted 14,461 Different Products Reviewed 75% of All Ratings 4 or 5 Stars Global Marketing31
  32. 32. Delivers Insights, Changes Behavior Five Star Program Brand Insights Messaging Global Marketing32
  33. 33. Sina integration with dell.com Global Marketing
  34. 34. User generated Marketing Global Marketing
  35. 35. Global Marketing
  36. 36. … and much more coming … Global Marketing
  37. 37. Captureinsights Global Marketing
  38. 38. Views & Community size, clicks toMyriad of Connections dell.com Metrics Revenue Lower cost, faster hires Issue tracking, Sentiment, Share of voice Global Marketing
  39. 39. FancyReporting Global Marketing
  40. 40. Distillate Global Marketing
  41. 41. Social Commerce Experiment Product Application Build Out Connected and Scaling Global Marketing
  42. 42. Beyond Commerce Becoming a Social Business Global Marketing
  43. 43. Not just a Product Group QUALITYcampaign, but inharmony across Marketing DEMANDthe fabric of acompany Services Solutions CREDIBILITY Online CONVERSION Sales CYCLE TIME Customer Service RESOLUTION Comms PR & HR REPUTATION Global Marketing
  44. 44. Tap into the great spirit and energy44 Confidential Global Marketing
  45. 45. Customers and businesses are in this together45 Global Marketing
  46. 46. Employees are your company’s rock stars46 Global Marketing
  47. 47. SMaC Talk• Austin - July• London - Sept• Xiamen - Nov Global Marketing
  48. 48. Social Media & Community University Principles Policy Governance Training & tools Global Marketing
  49. 49. Aligning a powerful ecosystem Dell.com External Communities Our Communities Team Members49 Confidential Global Marketing
  50. 50. Is the ecosystem merging into one? Dell.com External Communities Our Communities Team Members50 Confidential Global Marketing
  51. 51. New ecosystem forming? Dell.com Real World + Digital External Communities Our Communities Team Members51 Confidential Global Marketing
  52. 52. It’s not about shiny objects Smart business fundamentals never change52 Confidential Global Marketing
  53. 53. Global Marketing
  54. 54. you gonnamiss the old horses? Global Marketing
  55. 55. Thank You
  56. 56. Slide 2: http://www.flickr.com/photos/jerneedog/3985549312/Slide 3: http://bit.ly/9GVcAySlide 4: http://bit.ly/dtfoCXSlide 5: http://www.hclib.org/pub/search/mplsphotos/mphotosaction.cfm?subject=stagecoachesSlide 6: http://bit.ly/a0JAZuSlide 8: http://www.jalopyjournal.com/forum/showthread.php?t=446547&page=37Slide 9: http://harryallen.info/wp-content/uploads/2008/10/1912-ford-model-t-2-lg.jpgSlide 10: http://www.alternativeservice.ca/service/camps/work/road.htmSlide 11: flickr.com/photos/24838881@N00/185953182Slide 12: http://bit.ly/bFwfLzSlide 13: http://bit.ly/cvDIsgSlide 14: http://www.flickr.com/photos/calebkerr/4303990434/Slide 15: http://blogs.suntimes.com/scanners/fog.jpgSlide 16: http://www.worldinterestingfacts.com/infrastructure/top-10-most-amazing-bridges-in-the-world.htmlSlide 17: http://www.wide-eyed.org/images/articles/london1.jpgSlide 18: http://blog.designchair.co.uk/wp-content/uploads/2010/03/road.jpg Slide 19: http://www.grpl.org/wiki/images/thumb/f/f4/Guitar_grass.jpg/410px-Guitar_grass.jpgSlide 20: http://www.uea.ac.uk/polopoly_fs/1.3518.1160398920!music%20scroll.jpgSlide 21: http://edibleapple.com/wp-content/uploads/2009/09/the-beatles-color-wallpaper.jpg 56 Global Marketing
  57. 57. Slide 22:http://www.zimbio.com/Live+Earth+concerts/articles/52/Woodstock+Live+Aid+Monster+Concerts+GoneSlide 25: http://www.dailycognition.com/index.php/2009/12/27/10-most-extraordinary-trees-in-the-world.htmlSlide 24: http://www.udidahan.com/wp-content/uploads/roots.jpgSlide 28:www.themeadteagardens.co.uk/Slide 29:http://www.gettyimages.com/detail/10091911/The-Image-BankSlide 34, 35: http://Facebook.com/DellSlide 36: http://bit.ly/cZMEZ7Slide 37:http://www.communitywealth.com/Newsletter/December%202008/Images/light%20bulb%20in%20hand.jpgSlide 42: http://bit.ly/aPQBvkSlide 43: flickr.com/photos/10368062@N02/2506514023Slide 44: http://13.media.tumblr.com/tumblr_kqs1fnJUzV1qzpdjwo1_500.jpgSlide 45:http://images.chron.com/blogs/40yearsafter/beatles-houston-500.jpgSlide 46: http://www.behindthehype.com/wp-content/gallery/robert_knight/Robert_Knight_Photo_Rolling_Stones.jpgSlide 47: Dell Flickr Site, http://www.flickr.com/photos/dellphotos/Slide 52: http://farm1.static.flickr.com/163/343982934_5610d4fddf.jpg?v=0Slide 53: http://www.iptv.org/iowapathways/artifact_detail_large.cfm?aid=a_000285&oid=ob_000253 57 Global Marketing