Marketing 2 conference hamburg march 2012


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a quick look at the journey of building a social business, business value and importance of social for customer connectednesss

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  • Entering another period of rapid innovation and change in the role technology plays in how we run our business; the products and services we offer and how we communicate, collaborate and respond to our customers – in a b2c or b2b contextRecent report released by Dell and Intel – entitled the Evolving Workforce we have explored some of the ways technology is changing the workplace again. And some of the social, technological and economic factors that are influencing that – gen Y entering our workforces (the first fully Internet generation); consumerisation of business technology; expectations of corporate transparency in the social era etc.Focus here on how we have changed as a business with the emergence of the social web – or social media. But this is just one of the ways our relationships and dialogue with customers of all types have changedCustomers are using the social web throughout their personal and business life.  They increasingly expect their financial service provider to engage directly with them or provide services and information there too.  Clearly in retail banking but increasingly in the b2b world too.Transparency/access and online reputaiton is a dominant factor in who we choose to buy from or work with.We also expect to be asked for feedback and to see the company respond with improvements or new products and services.We turn to the social web to assess the quality not just of the company’s products and services; but to see what customers think of them – and to ask for advice.We have too much choice so we turn to trusted intermediaries to help us navigate – and we don’t need deep relationships with these ‘advisors’ to trust what they say.Your brand exists not on your website or in your advertising alone – it is not only defined (and certainly not controlled) by you…it is defined by what comes up on a search engine or is said in Twitter. It is not within your 100% control…but this is not always a bad thing.As well as helping your run your businesses more efficiently – the change technology is bringing and developments like social media have the ability to turn that heavy investment to your commercial advantage.Even in regulated sectors like finance the same opportunities and threats hold true. A bad rating for service on an influential blog or a recommendation for a product on an online financial community can make the difference between success or failure.Companies or brands that ‘get it’ or embrace social web will succeed. Those that don’t – won’t.
  • August 2006Blog Outreach Expands Beyond Tech SupportEngagement with anyone who commented about the company. Business model and other issues considered.August 2006Blog Outreach Expands Beyond Tech SupportEngagement with anyone who commented about the company. Business model and other issues considered.June 2007Dell joins TwitterWhy don’t we reach out and help bloggers with tech support issues?February 2008Twitter ExpandedStart experimenting with Twitter for business– another venue to help customers, but also thanking Dell customers. Outreach leads to some Twitters asking for help on purchases.May 2008Dell Outlet Achieves $0.5M in Sales via TwitterCommunity team active on TwitterJune 2009 $2M+ Sales via TwitterDell outlet on Twitter surpasses $2 million in sales with another $1 million dollars in sales at 2009Dell TechCenterA Collaborative Community for Datacenter pros grows by 400%December 2009Huffington Post BlogDell’s VP of Social Media and Community, Manish Mehta, begins blogging at Huffington PostJune 2009Global Twitter Revenues of $6.5 M Community across the social web =3.5 million direct customer connections
  • Our current daily listening reports are circulated widely across the company; We also have incident-specific reports that are generated at the BU level or through our central ground control.Driven deeper understanding of customers, brand, industry and technology trends through social, research, and analytics• Strengthen listening and the use/action related to Data (ENGAGEMENT), through:o Improved data quality (through natural language processing)o Consolidated and improved set of reports – optimize for insights and leadership vs. volume of reportso Content and audience strategy o Solved dis-connects with other key data sources (brand, NPS, etc) to tell a consolidated story
  • we have established new policies and governance so that our social media efforts are methodical, logical and coherent and resonate across our business in a meaningful manner….When we convened the Facebook Reinvention project in October 2009, there were more than 100 Dell brand pages and scores of Dell groups. The majority of these were abandoned, redundant, off brand and/or mis-managed. We defined Dell’s Facebook strategy, guidelines, best practices and processes, bringing the total pages down to 37 organized, structured and managed communities. The core team then expanded into all social media properties, like Twitter, leveraging our social media strategy, processes and guidelines to ensure adherence to FTC and other local policies, alignment to the brand, tracking, analytics, operating efficiencies and more. The dozen people on the original global, cross-segment core team now has 39 representatives from the company all contributing to Dell’s continued effective use of social.
  • Fundamentally we see ourselves as doing the hard work of building on momentum of past 18 months to make social media a key driver of business results and customer-centricity across Dell. We also are focused on driving deeper understanding of customers, brand, industry and technology trends through social, research, and analytics
  • Marketing 2 conference hamburg march 2012

    1. 1. The Journey of Building a SocialBusiness: Corporate Culture, Employees& Creating Powerful Social ConnectionsRichard Binhammer, Dell, Social MediaM2C, March 26, 2012, Hamburg, Germany
    2. 2. Technology ischanging businessagain…social web isat forefront Global Marketing
    3. 3. Conversations are conversations not Business segments Where to find you Share with others how & why you have great products/services …………….and more3 Global Marketing Graphic thanks to @Gapingvoid
    4. 4. 4 Confidential Global Marketing
    5. 5. River Boat Business?5 Global Marketing
    6. 6. Radio Business?6 Global Marketing
    7. 7. Phone Business?7 Confidential 3/26/2012 Global Marketing
    8. 8. This Is What Business Has Always Been About…Social bringsnew dynamics to continuing to grow the intersection Business Customer Value Value8 Making Business Better Global Marketing
    9. 9. Scaling???? Listen, Learn, Engage & Act9 5 years: 4000 posts per day to 25,000 post per day Global Marketing
    10. 10. A Tool to be Leveraged Across the Fabric of aCompany: different functions, uses and valuesProduct 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• Leads• Collaboration • Listening • Rich Media• Thought Leadership • Support Widgets • Brand Reputation• Blogs • Outreach • Influence • ReputationMarketing Global
    11. 11. Six years of experiments and experience February 2006 December 2006 October 2007 May 2008 June 2009 Dell named #1 most Michael Dell Asks Ratings and Michael Dell quote in Business Week Dell Outlet achieves Global Twitter social brand in Why don’t we reach out and help reviews on Jeff Jarvis story quote, “These conversations are $0.5M in sales via Twitter revenues of $6.5 M ranking of 100 top bloggers with tech support issues? going to occur whether you like it or not. Do you want to be part of that or not? My argument is you Community team active on Twitter brands absolutely do. You can learn from them. You can Small Business improve your reaction time. And you can be a blog launched August 2006 better company by listening and being involved in Blog outreach that conversation.” expands beyond February 2007 March 2008 March 2010 tech support Accepted Solutions China Micro- IdeaStorm Launched January 2009 June 2009 launched on Community Blogging A voting based site allowing Dell Organizes in to $2M+ Sales customers and others to submit Dell France begins Online 4 customer focused ideas for Dell. Community Outreach via Twitter Social Media Listening business units Command Center2006 2007 2008 2009 2010 2011 Dell Social Media and Community University July 2006 launched/5,000 team Direct2Dell launched June 2007 April 2008 2009 members trained by end of year Today Direct2Dell exists in Dell joins Twitter Inside IT launched Dell TechCenter English, Spanish, Norwegian, January (Aug.) Blog focused on business Japanese and Chinese. Dell launches 2008 customers, and Cloud Dell aligns Computing. Altimeter recognizes Dell with EmployeeStorm Spring 2009 December 2009 “Open Leadership Award for Internal Blogs organization Launched for for success Some Members of Huffington Post BlogInnovation and Execution” Community and (Oct.) Employees. Conversations DellAugust 2006 January 2007 deployed within each launchesBlog outreach StudioDell launched of the new Dell B2B pages Facebookexpands beyond Dell’s video and podcast site, February 2008 Business units (Jun.)tech Support with helpful tips and tricks. Eventually expanding this into November 2007 Twitter expanded the YouTube channel making DellShares launched sharing easier. The first investor relations blog by June 2008 a public company. Channel blog 11 Confidential launched Global Marketing
    12. 12. Improve Data Quality Usability & Application From Incident to Aggregation and Meaning12 > Business ApplicationMarketing Global
    13. 13. ROI? Business Value across the full customer lifecycle13 Global Marketing
    14. 14. Yes Virginia, there is ROI Business Value: It ismeasurable in many forms, there is not 1 number … Global Marketing
    15. 15. Social media improves Dell’s reach and share of voice Social media keeps customers Established AWARENESS causality engaged, provides between social solutions and media activity and purchase improves loyalty RESEARCH LOYALTY AND AND ADVOCACY CONSIDERAT IONSocial media based Social Mediasupport improves provides highsentiment and CUSTOMER DEMAND AND business value andcorrelates with SERVICE/ contributes to LEAD demand genhigher revenue GEN/SALES SUPPORT vehicle Global Marketing
    16. 16. Governance16 Global Marketing
    17. 17. Customer Connected Employeesare your company’s rock stars17 Global Marketing
    18. 18. Fundamental Changes to Organizations and Operations• Mass Media • Individualized Information• Control and Push Messaged • Conversation, Collaborate, Connect• Institutions to distribute and • People and Relationships to connect connect and build• Issue Management • Rapid Response/Agility• Deadlines • Real Time• Just the Facts • Facts and Feelings• Powerful Media • Powerful Networks• Target Audiences • Communities• Announce/All answers • Listen and Collaborate• Top Down • Leadership and Bottoms Up too18 Confidential 3/26/2012 Global Marketing
    19. 19. Sizzle? or The Hard Work of Getting it Done forBetter Business 19 Confidential 11/29/2011 Global Marketing