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DELL CONFIDENTIAL<br />1<br />SOCIAL MEDIA STRATEGY<br />Lionel Menchaca, Richard Binhammer<br />Social South<br />Birmingham, Alabama<br />August 2009<br />

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AN OVERVIEW<br />Social Media<br />Traditional Communications<br />Mass media and Regions<br />Customization and Global<br />Control and Push Message<br />Conversation and Collaboration<br />Institutions (print, broadcast, ad-buys)<br />People and Relationships<br />80:20 media relations<br />20:80 media relations<br />Issues Management<br />Rapid Response<br />Deadlines<br />Real time<br />Just the Facts<br />Facts and Feelings<br />Powerful Media (who matters)<br />Powerful Networks<br />Target Audience<br />Communities<br />Announce-All Answers<br />Listen, Collaborate, Input, Act<br />

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The WORLD THAT WAS…<br />DELL CONFIDENTIAL<br />3<br />

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Lionel’s World<br />Pre-Direct2Dell<br />

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DELL CONFIDENTIAL<br />5<br />Richard’s World, Pre-Lionel<br />Graphic thanks to Kathy Sierra at “Creating Passionate Users”<br />

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…And the World Was Good…<br />6<br />…Except for background rumblings<br />

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OUR WORLD IS CHANGING<br />The online population will double in 4-5 years from 1bn to 2bn<br />Fast growing and emerging markets are leading the way<br />120 MM people online in China…less than 10% of the population<br />Media<br />Transformation<br /><ul><li>Customer communication can start from anywhere today

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Single blog posts can have as much power as major news stories

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Citizens are now publishers and content providers</li></ul>Content is exploding<br /><ul><li>More content on YouTube in 2006 than on the web in 2000</li></li></ul><li>Lionel said: “YOU CARE<br />ABOUT <br />SOCIAL MEDIA because….<br />

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DELL’S DIRECT MODEL, ONLINE HERITAGE, CEO said:<br />2 billion conversations/day<br />“With respect to 2005 and 2006, I don’t think there was a single event but rather a series of events that came together. The marketplace changed, global markets expanded and there was tremendous growth in the blogosphere. What’s most important, in the long run, is how we learn from any situation and improve for our customers…”<br />Michael Dell Q & A with Shel Israel,<br />January 19, 2008<br />

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THE CONNECTED EFFECT<br />Short Attention Span<br />Media Overload<br />Proactive Avoidance<br />Aversion To Intrusion<br />And RichardatDell thought: <br />Networked , Direct Connections<br />

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THE DELL STRATEGY<br />DELL CONFIDENTIAL<br />11<br />

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4000 + CONVERSATIONS<br />DAILY <br />ROLL ON BY<br />LISTEN, LEARN ANDPARTICIPATE<br />

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CHANGING HOW WE DEFINE and ENGAGE<br />Tell Our Story <br />Resolve Dissatisfaction <br />Share Content & Collect Ideas<br />Join Conversations<br />

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Direct2Dell<br />OBJECTIVE:<br />Engage customers by sharing information that matters to them<br />RESULTS:<br />Direct2Dell exists in 5 languages<br />About 200K page views per month<br />Almost 1,000 posts since July 2006<br />Over 25,000 comments <br />More than 100 contributors<br />

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Lesson 1: Plan, but go where conversations takes you<br />15<br />

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LESSON 2: MULTI-PRONGED STRATEGY: JOIN CONVERSATIONS AND PARTICIPATE<br />Customer support<br />Blog Response<br />Direct2Dell<br />Dell Tech Center <br />IdeaStorm<br />StudioDell<br />Facebook<br />(both Consumer <br />and SMB)<br />Internal Blogs<br />EmployeeStorm<br />Dell on Twitter @DellOutlet, employees<br />Ratings & Reviews<br />Inside IT, Dell Tech Center, DellShares, Edu4u <br />Digital Nomads<br />Dell on Flickrand YouTube<br />

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LESSON 3: IT’S A BIG WORLD OUT THERE<br />Content Syndication = go where the conversations are happening<br />Dell Community<br />600,000 users per quarter<br />Dell.com<br />Over 100 million users per quarter<br />Total online population = more than 1.5 billion<br />

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LESSON 4: ONLINE & OFFLINE INTERACT TOGETHER <br />18<br />

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19<br />LESSON 5<br />NEW CUSTOMERS<br />75% TRUST THEIR PEERS, NOT ADVERTISING<br />FIND YOUR FANS!<br />PREFERENCE- BASED CONTACT<br />1.45 BILLION REASONS <br />TOENGAGE<br />HUMANIZE YOUR <br />COMPANY<br />PARTNERS<br />BECOME PART OF YOUR CUSTOMER’S WORLD, <br />NOT REVERSE<br />YOUR KNOWLEDGE<br />

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A LOOK AHEAD… ….althOUGHstrategy is one thing, but there’s no substitute for action<br />DELL CONFIDENTIAL<br />20<br />

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HOW TO START?<br />Rule #1 about social media content: You do not own the content you create… your customers do<br />In many cases, a blog is not the place to start; Sounds cliché, but start by listening… then decide where/ how to engage first<br /><ul><li>Producing content via the same social media tools your customers use allows 3 things: </li></ul>Makes your content sharable<br />Gets your content to customers where they are<br />Gives you a reason to connect with fans<br />

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SOCIAL WEB STARTING TO EVOLVE<br />How do we reach customers in different social networks?<br />We’re still in the early stages of the social web<br />Shared ID options<br />Dell on other sites<br />Forrester’s Five Eras of the Social Web - Jeremiah Owyang<br />

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23<br />THE STUMBLING <br />BLOCKS<br />COMMITTEES RULES<br />A MILLION REASONS <br />NOT TO ENGAGE<br />GOOD IDEA, DO IT NEXT YEAR<br />OUR CURRENT MODEL WORKS FINE, WHY CHANGE?<br />WE DON’T WANT NEGATIVITY<br />WHAT’S OUR STRATEGY?<br />WE DON’T HAVE THE EXPERIENCE<br />WHAT IF CUSTOMERS ASK FOR SOMETHING WE CAN’T DELIVER?<br />FEAR<br />“WE’RE B2B”<br />

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THE POTENTIAL OF SOCIAL MEDIA<br />From telling and selling Engagement<br />One-way messaging Conversation <br />Reliance on “others” Direct connections Results<br />Better products and services meeting customer needs<br />Long-term, honest and authentic customer relationships<br />Provide value for customers<br />Activate vocal fans and employees <br />Competitive differentiation<br />Affinity, loyalty and trust<br />

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“These conversations are going to occur whether you like it or not. Do you want to be part of that or not? My argument is you absolutely do. <br />You can learn from them. You can improve your reaction time. And you can be a better company by listening and being involved in that conversation.” <br />Michael Dell,<br />BusinessWeek<br />

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Key Coordinates:<br />www.dell.com/conversations<br />www.direct2dell.com<br />http://richardatDELL.blogspot.com<br />del.icio.us<br />Richard_Binhammer@dell.com<br />Lionel MenchacaDell on SlideShare: www.slideshare.net/Dell_IncDell on Flickr: www.flickr.com/photos/dellphotosDell on YouTube: www.youtube.com/dellvlogDell & Twitter: Dell.com/TwitterMe on Twitter: @LionelatDell<br />