The Journey of Business Adoption to Realize Benefits of Social Media


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The Journey of Business Adoption to Realize Benefits of Social Media as presented by Manish Mehta, Dell's VP of Social Media at the BazaarVoice Social Commerce Summit April 6, 2011.

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The Journey of Business Adoption to Realize Benefits of Social Media

  1. The Journey of Business Adoption to Realize Benefits of Social Media: Lessons LearnedManish Mehta, Vice President, Social Media and CommunityApril 6, 2011, Bazaarvoice Social Commerce Summit.
  2. Early Dell 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 Jeff Jarvis story quote, “These conversations are $0.5M in Sales via Twitter Revenues of $6.5 M bloggers with tech support issues? going to occur whether you like it or not. Do you Community team active on Twitter 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 customer connections August 2006 improve your reaction time. And you can be a blog launched better company by listening and being involved in Blog Outreach Expands that conversation.” Beyond Tech Support March 2008 June 2009 February 20072006 Engagement with anyone who commented about the company. IdeaStorm Launched 2008 Accepted Solutions $2M+ Sales via Twitter Dell outlet on Twitter surpasses Business model and other issues A voting based site allowing customers launched on Community $2 million in sales with another March 2010 considered. and others to submit ideas for Dell. Dell France begins Online $1 million dollars in sales at China Micro- Community Outreach Blogging July 2006 2007 2009 2009 April 2008 Dell TechCenter Direct2Dell Launched June 2007 Inside IT Launched A Collaborative Today Direct2Dell exists in English, Spanish, Norwegian, Dell joins Twitter Why don’t we reach out January 2008 Blog focused on business January 2009 Community for 2010 Japanese and Chinese. customers, and Cloud Datacenter pros and help bloggers with Dell Aligns Computing. Dell Organizes in to grows by 400% tech support issues? Organization 4 customer focused for Success business units Dell Launches EmployeeStorm June 2008 December 2009 Internal Blogs Launched Huffington Post Blog for Employees. Channel BlogMarch 2006 Dell’s VP of Social Media and January 2007 February 2008 Launched Community, Manish Mehta, beginsCommunity Outreach Team Formed StudioDell Launched blogging at Huffington PostTeam begins by just listening and monitoring Twitter Expandedconversations to see what’s being said. The tech Dell’s video and podcast site, November 2007 Start experimenting with Twitter Spring 2009 with helpful tips and tricks. for business– another venue to Some Members of Community andsupport experts are hand-selected for their tech Eventually expanding this into DellShares Launched help customers, but also thankingproblem-solving expertise and superior the YouTube channel making The first investor relations blog Conversations deployed within eachinterpersonal skills. Dell customers. Outreach leads of the new Dell Business units sharing easier. by a public company. to some Twitters asking for help on purchases. 2 Confidential Global Marketing
  3. 7 Key Lessons Learned3 Confidential Global Marketing
  4. Lesson #1: Integrate where Customer & BusinessValue are realizedProduct Development Marketing Online Presence• Feedback Loop • Demand Forecast • Ratings & Reviews• Early Warning • Lead Generation • Communities• New Product • Message Reach • Customer Stories Ideation Sales Customer Service Communication• Collaboration • Listening • Rich Media• Thought Leadership • Support Widgets • Brand Reputation• Blogs • Outreach • Influence • ReputationMarketing Global
  5. Lesson #2: Chasing shiny objects is a formula forridicule. You will not be taken seriously … • Don’t chase every trend • Find a willing business sponsor, but not a radical one • Understand the expected outcome(s) • Be willing to turn things off quickly Take risks, but rapidly and iteratively align to above Global Marketing
  6. It’s about pragmatic approachesSmart business fundamentals never change Global Marketing
  7. Lesson #3: Make your IT organization a partner,play Freaky Friday often … Global Marketing
  8. Lesson #4: Never stop innovating … ever Global Marketing
  9. Innovating in thefuture:A social radio for allemployees9 Global Marketing
  10. Lesson #5: Yes Virginia, there is ROI. It ismeasurable in many forms, there is not 1 number … Global Marketing
  11. Lesson #6: Campaigns are capital intensive. Youcan not buy fans & followers for life … Global Marketing
  12. Social Media & Community University Principles Policy Governance Training & tools Global Marketing
  13. Lesson #7: Look across the entire customerlifecycle. It can be used everywhere … • Insight: Social media improves Dell’s reach and share of voice • Insight: SM keeps customers Awareness engaged, provides solutions and improves loyalty. Research and • Insight: Established causality CLV (loyalty) Consideration between social media activity and purchase• Insight: Social media based Our External support improves sentiment Communities Communities and correlates with higher revenue • Insight: Social Media provides Demand / high Business Value and Support Lead Gen and contributes to demand gen Sales vehicle Global Marketing
  14. +1: Listen, Engage, Act. It’s at the heart of allstrategies … Global Marketing
  15. 15 Global Marketing
  16. Thank You
  17. Slide 7: 8: 10: Trauma/THOR Advanced Crash TestDummy/Figure12THOR_Alpha_Instrumentation.gif 11: 14: