Dell's VP of Social Media and Community presents on Intimacy and Scale: Using Social Media to Manage Your Brand. Marketing 2 Conference, Paris. March 22, 2010
1. Intimacy and Scale: Using Social Media to Manage Your Brand Manish Mehta, Vice President, Social Media and Community Marketing 2 Conference, Paris – March 22, 2010
8. Soon, a television in every room, a station for everyone, advertising for all. Scale not intimate …
9. THE CONNECTED EFFECT Short Attention Span Media Overload Proactive Avoidance Aversion To Intrusion
10. Along comes the interactive Web.Fragmented targets,interactive & engaging, more choice, more niches than broadcast
11. Users begin engaging with content, sharing links, moving around, connecting widely across the web.Scalable, right? 11
12. Think in clusters.Conversation clusters can scale.Find the clusters that matter to your business.You can create remarkable intimacy if you engage in relevant conversations that matter. 12 Customer Support Marketing Product quality & suggestions Sustainability, green products Purchase decisions
13. Criteria For Scaling Success Listen Value what you hear Segment (cluster) Areas of expertise (cluster) Open to continuous improvement Enable and empower your people Trust them Provide tools to do the job People connect with people 13 Confidential
14. Inside an Enterprise Empower Heroes Create a hub & spoke governance model Embed across the fabric of the Enterprise Find passionate clusters Tops down support 14 Confidential Scalable
34. Applying these lessons to any business or brand of any size, to any channel, including online… and we learn the fundamentals don’t change. … intimacy has value and brings a brand to life
35. Lessons Learned At Dell: We’re learning and engaging daily to build a better business Connect directly with customers … like the neighborhood restaurant Many opportunities to thank, appreciate and delight Listen and respond, bring the experience with the brand to life Welcome suggestions, focus on business and customer value
36. Being Human 33 Successful Neighborhood Business Biz Social Web
37. It’s not about shiny objects It’s about pragmatic approaches that the best businesses take to continuously improve Smart business fundamentals never change
39. Connecting Around the Web www.dell.com www.dell.com/conversations www.direct2dell.com www.dell.com/twitter http://www.slideshare.net/dell_inc http://www.youtube.com/user/DellVlog http://www.flickr.com/photos/dellphotos/ http://www.facebook.com/dell Thank You
total $600 billion global advertising market (http://techcrunch.com/2008/02/26/estimates-put-internet-advertising-at-21-billion-in-us-45-billion-globally/)
Intimate = a relationship and real connections, not implied brand vallues.
Not going to take it anymoreIn 1980, more than 90% of television viewers were tuned in to one of these three networks during prime time. By 2005, the season ending average prime-time share of the Big Three networks had fallen to 32%. This means that during the 2004-2005 television season, fewer than one in three households using television during prime time were tuned to ABC, CBS, or NBC (Head, Sterling, & Schofield, 1984, p. 105; Nielsen Media Research, 2005; Owen & Wildman, 1992). http://findarticles.com/p/articles/mi_m6836/is_1_52/ai_n25130645/It’s unlikely that a broadcast network is ever again going to create a megahit like The Cosby Show, which at its mid-’80s peak drew as many as 50 million viewers an episode. For several years now, TV’s top event has been Fox’s American Idol. Last season, it drew 28.8 million viewers a week. http://www.portfolio.com/culture-lifestyle/culture-inc/arts/2008/08/13/Tracing-the-Decline-of-Network-TV/
significance of changes in communications since cyberspace opened its doors in 1991. Current estimates put the worldwide online population at a staggering 580 million*