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Leverage social media to drive business the case sept 2012


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Leverage social media to drive business the case sept 2012

  1. 1. Leverage Social Mediato drive your businessSimone VersteegPR & Corporate Communications Manager Dell – @simoneversteeg
  2. 2. A leading globalprovider oftechnology solutions
  3. 3. Founded by CEO Michael Dell for$1,000 in 1984
  4. 4. Over $60bnrevenue
  5. 5. 103,000 team members in 64 countries
  6. 6. 25,000 online posts about Dell each day98% resolution rate on SocialOutreach Services (like@DellCares @DellLuistert) 8,000 Dell employees participated Social Media trainings of which 3,000 are certified
  7. 7. Dell’s Direct & Online Heritage: Critical Enabler Leader in online First to sell complex First company to frictionless configurable items hit $1M a day in commerce from online revenue order to delivery One of the first One of the first companies to Early adopter of to launch online social media discussion forums launch online support
  8. 8. June 2005 – August 2006: Several OnlineIssues = Offline too
  9. 9. Five years of experiments and experience February 2006 December 2006 October 2007 May 2008 June 2009 Michael Dell Asks Ratings and Michael Dell quote in Business Week Dell Outlet achieves Global Twitter Dell named #1 most Why don’t we reach out and help Jeff Jarvis story quote, “These conversations are social brand in reviews on $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 ranking of 100 top 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 better company by listening and being involved in that conversation.” August 2006 Blog outreach expands beyond tech support February 2007 March 2008 March 2010 Accepted Solutions China Micro- IdeaStorm Launched A voting based site allowing launched on Community January 2009 June 2009 Blogging customers and others to submit Dell France begins Online Dell Organizes in to $2M+ Sales ideas for Dell. Community Outreach 4 customer focused via Twitter business units Social Media Listening Command Center2006 2007 2008 2009 2010 2011 July 2006 Dell Social Media and Community University Direct2Dell launched June 2007 April 2008 2009 launched/5,000 team Today Direct2Dell exists in members trained by English, Spanish, Norwegian, Dell joins Twitter Inside IT launched Dell TechCenter Blog focused on business end of year Japanese and Chinese. January (Aug.) Dell launches 2008 customers, and Cloud Computing. EmployeeStorm Dell aligns Internal Blogs organization Spring 2009 December 2009 Altimeter recognizes Dell with Launched for for success Employees. Some Members of Huffington Post Blog “Open Leadership Award for Community and Innovation and Execution” Conversations (Oct.) deployed within each DellAugust 2006 of the new Dell launches January 2007 B2B pagesBlog outreach StudioDell launched Business units Facebookexpands beyond Dell’s video and podcast site, (Jun.)tech Support with helpful tips and tricks. February 2008 Eventually expanding this into the YouTube channel making Twitter expanded November 2007 sharing easier. DellShares launched The first investor relations blog by June 2008 a public company. Channel blog launched 10 Global Marketing
  10. 10. 11 Confidential 9/26/2012 Global Marketing
  11. 11. Before the Social Web: Our Online Perspective Our Communities12 Global Marketing
  12. 12. Lesson #1: Opportunity of a Powerful Ecosystem External Communities Our Communities Team Members 13 Confidential Global Marketing
  13. 13. Lesson #2: starts with listening to Be A Better Business, across the Business14 Confidential Rishi Dave | Inside Out 3/21/
  14. 14. Lesson #3: Integrate where Customer & BusinessValue are realized across all business functionsProduct 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 • Reputation Global Marketing
  15. 15. Lesson #4: Listen + Engage = Act.It’s at the heart of all strategies…But How to Scale? Think of it as a tool, not a channel Global Marketing
  16. 16. Lesson #5: Empowering Employees:Social Media & Community University Principles Policy Governance Training & tools Rishi Dave | Inside Out
  17. 17. Lesson #6: The quest for a single ROI? Business Value across the full customer lifecycle18 Global Marketing
  18. 18. Look across the entire customer lifecycle. It can be used everywhere … • Insight: Social media improves Dell’s reach and share of voice Awareness• Insight: SM keeps customers engaged, provides solutions and improves loyalty. Research and CLV (loyalty) Consideration Our External • Insight: Established causality Communities Communities between social media activity • Insight: Social media based and purchase support improves sentiment and correlates with higher revenue Demand / Lead • Insight: Social Media provides Support high Business Value and Gen and Sales contributes to demand gen vehicle
  19. 19. Lesson #7:It is ajourney notsimply“marketingcampaigns” Rishi Dave | Inside Out
  20. 20. SM  B2C & B2B21
  21. 21. Marketing; Time for renewal and evolution? Image thanks to Hugh McLeod @Gapingvoid22
  22. 22. The world around us is changing Control is not as successful as influence companies that embrace this the fastest will win • Disintermediation between the customer and the expert is happening already • Users spending more time across the web engaging – beyond company’s website • Customers trust their peers more than anyone else • Traditional methods are not scaling; Does Social Media?23
  23. 23. Dell’s Social Grid on Facebook (Consumer) • Content to increase favorability • Profile of your Social Life • Discover new things through the passion of your friends • No ongoing conversations
  24. 24. Alienware on Facebook (Gaming) • Dell’s Gaming brand • Separate from Dell NL • Active (gamers) community • Ongoing conversations • Daily content
  25. 25. CSR: American Red Cross Disaster OperationsCenter – Powered by Dell
  26. 26. CAP days / Think Tank is…. • First and foremost, it’s a LISTENING event. • Agenda/objectives/attendees determined based on existing conversation online • A discussion with customers, experts or bloggers who are particularly vocal / influential in social media • Open/honest face-to-face dialogue • Forum for feedback that is funnelled back to the business for action. • An opportunity to build relationships with key influencers. Looking for…• Positive buzz about Dell in social media• Increase in positive coverage across social/traditional media (measured via Communications Pulse Tracker)• Key learning and feedback to help drive improvements to our business• Ongoing relationships with influencers who can help tell the Dell Story and become brand advocates
  27. 27. Dell Social Biz Community • Share social media best practices • Discuss how online engagement meets business objectives • Explore the journey to become a social business
  28. 28. Connecting Around the Web / Global Marketing
  29. 29. Thanks & Join the conversation@DellNederland @simoneversteeg @DellLuistert Global Marketing