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Interacting with Social Media to Strengthen Communication Strategies


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Aberdeen Group research firm is one of the premier analyst firms covering the social media landscape, and Dell is highly regarded as a world-class leader in social media strategy. Don't miss this rare opportunity to hear from both organizations in a live PRWeek/Visible Technologies webcast Interacting with Social Media to Strengthen Communication Strategies, featuring Jeff Zabin, Aberdeen Group research analyst and an industry case study from Bob Pearson, Dell VP of communities and conversations.

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Interacting with Social Media to Strengthen Communication Strategies

  1. 1. Blake Cahill SVP of Marketing
  2. 2. Why Social Media Matters Consumers are increasingly turning to online communities and Social Media to form opinions of brands and to make purchasing decisions • A study by The Society for New Communications Research found: – 81% of consumers believe that blogs, online rating systems and discussion forums give them a greater voice regarding customer care, but less than 33% believe that businesses take customers’ opinions seriously – 74% of respondents based their purchase intent of brands on others’ experiences shared online – 59% of respondents use social media to “vent” about a customer care experience • BusinessWeek recently reissued their 2005 cover story on blogs to emphasize the importance of social media and the need for social networking 2
  3. 3. It’s Chaos Out There! HEALTHCARE Newsgroups Social Media Challenges Uncontrollable environment Where do I get started? What can I glean? Where is the ROI?
  4. 4. PR and Social Media Currently the PR and Communications industry are primarily focused on: • Listening for mentions about clients’ brand • Using Social Media for outreach and campaign publicity • Monitoring and mitigating in the event of a crisis Tomorrow - communications and PR need to evolve and focus on: • Real-time social media engagement to monitor and manage brands effectively • Influencer identification 4
  5. 5. Social Media PR Benefits…and risks? • Speed - instantaneous dissemination of not just news, but images, audio, video, and other multimedia content as well • Reach - widespread coverage, enabling breaking news to reach a much larger and broader reader base than standard media outlets alone • Perception - enhances both brand awareness and image • Insight - gather input and feedback directly from target audiences, for more effective reputation management, products and services, campaigns, etc. • Influence – identify key brand advocates and influencers to engage with 5
  6. 6. Social Media Monitoring and Analysis: Generating Consumer Insights from Online Conversations Jeff Zabin Research Fellow Aberdeen Group June 19, 2008 © AberdeenGroup 2008
  7. 7. Research focus 7 • © AberdeenGroup 2008
  8. 8. What companies are saying We monitor social media because it provides unsolicited and unbiased consumer Inherent in the power of Web 2.0, the Both the customer you opinions about our products emergence of online communities, and serve well and the and brands in real time. the transfer of power from big, customer you underserve centralized command-and-control have the loudest voices in structures like corporations to large social media. groups of disseminated individuals like Christine Stasiw Lazarchuk customers is the need to move from Director, Global Market push information to pull information. Research Sean O'Driscoll, General Manager of Community A lot of social media tools Matt Smith, Vice Support Services do a great job of telling you President, Customer what’s being said and who’s Insight Online dialog is a good way to saying it. What we really get feedback and understand want to know is who’s how consumers feel about our listening to the Social media monitoring enables brand and to get suggestions conversation and how does us to track how our company is for our business. it permeate outwards. being portrayed. It’s a barometer we use to determine the viral spread of our messages and if our tactics are working. Cathy Halligan, Chief Adam Brown Ed Garsten, Marketing Officer Director, Digital Communications Manager, Electronic Media Communications 8 • © AberdeenGroup 2008
  9. 9. What PR agencies are saying The blogosphere came along and completely We understand what people get out of obliterated the models we a conversation from both an emotional had for knowing when our Using the capabilities of a and utilitarian perspective, That way, clients were being talked monitoring service, we’re we’re better able to give people what about. But it also created a able to build confidence they’re asking for. It’s hardly a passive lot of new opportunities. In with our own marketing exercise. Participation is important the last two years, clients team, to show them what’s from a PR perspective. It’s not just a have been asking happening on a positive, matter of listening to what people say, proactively about neutral, and negative tone. but of giving them what they need and monitoring social media That kind of data really motivating them to participate in this and that's when we started helps them feel comfortable system of feedback even more turning to vendors for best- going into this arena. strongly and passionately. of-breed solutions. Bryan Senser, Vice Davina Gruenstein, David Bradfield, Senior President of Planning Management Supervisor Vice President and Partner 9 • © AberdeenGroup 2008
  10. 10. Birth of a benchmark 10 • © AberdeenGroup 2008
  11. 11. Top pressures 11 • © AberdeenGroup 2008
  12. 12. Top actions 12 • © AberdeenGroup 2008
  13. 13. Who uses social media insights 13 • © AberdeenGroup 2008
  14. 14. Metrics for determining Best-in-Class Time to marketing information. Customer satisfaction. Actionable insights derived from social media monitoring and analysis. Ability to identify and reduce risk. 14 • © AberdeenGroup 2008
  15. 15. Year-over-year improvement in other metrics 15 • © AberdeenGroup 2008
  16. 16. Top capabilities – and where PR agencies can help! 16 • © AberdeenGroup 2008
  17. 17. Take the current survey:
  18. 18. Chapter One – what we have learned so far… Bob Pearson PR WEEK June 19, 2008
  19. 19. #1 – the online world is undergoing its most significant transformation ever in our history
  20. 20. GROWTH EVERY SECOND 2 Million 2 New Blogs e-mails Sent 7 PCs Sold Created 7 People Logon For 11,000 Songs 1,157 Videos the First Time Shared Viewed on YouTube
  21. 21. #2 – Customers want to speak with us in their first language English reaches 1/3 of the world in a good day
  22. 22. Internet Usage by Language Internet Usage by Language English Chinese Spanish Japanese French German Portuguese Arabic Hindi Korean Italian Russian Dutch Swedish Norweigen Danish Rest of world Swedish Norweigen Danish 1% 0.5% 0.3% Dutch Russian 2% 2% Rest of Italian world 3% 8% Korean English 3% Hindi 30% 3% Arabic 4% Portuguese 4% German 5% Chinese 15% French Spanish 5% 9% Japanese 7%
  23. 23. #3 – new countries have formed that are not being treated with the full respect that their nation’s population deserves…..
  24. 24. #4 – your new home page is really cool…….but do you know where it is? AND DID YOU REALIZE YOU HAVE HELP IN MAINTAINING IT?
  25. 25. Today’s Home Page
  26. 26. #5) Less than 1% of a person’s time online will be spent buying a product.
  27. 27. THE REAL WORLD OF OUR CUSTOMERS ONLINE Opinions are formed during the 99% of time outside of purchase path THE BROWSING EXPERIENCE The Purchase Experience You poke around for information when <1% of a person’s interested and you go time is spent actually to what you know (e.g., purchasing our ratings and reviews, products special reports) Broadband users spend more than an hour and 40 minutes (48% of their spare time) online, and more than half of this is spent accessing entertainment and
  28. 28. Our Key Learning’s & Actions
  29. 29. #1 – The most important thing you can do is help customers with their technology problems
  30. 30. DIGITAL MEDIA STRATEGY: ENGAGE IN RELEVANT CONVERSATIONS WITH OUR CUSTOMERS ONLINE 24/7 WORLDWIDE IN ALL MAJOR LANGUAGES Resolve Dissatisfaction Tell Our Story • Identify online & resolve CE issues • Direct2Dell now leading blog & serves • New monitoring system tracks 99% of as “Dell wire service” online • One of top corporate blogs • 6MM page views per month • 65MM page views for all community in first quarter Join Conversations Share Content & Participate • Enter conversations via blog posts (up • StudioDell – 127 videos produced in to 100 per day) last three months • Pay attention regardless of size of blog • IdeaStorm (9,100 ideas & 130 business • Negative sentiment has dropped from improvements) 48% to 21% since August ‘06 • 173k members of ReGeneration • Communities in 7 languages and growing
  31. 31. #2 – Blogging is global…..blogging is multi -lingual…blogging is by community of passion….blogging is not “one blog”
  32. 32. Outreach OBJECTIVE: Transparent, candid and quick communication RESULTS: 6 million views last month Available in English, Spanish, Chinese, Japanese, Norwegian... New blogs for small business, consumer, IT, cloud computing and more….. DELL CONFIDENTIAL
  33. 33. #3 – would you rather do a focus group with 10 people or listen to 100,000 people debate ideas for a few months and ask them questions throughout the process?
  34. 34. Listen OBJECTIVE: Encourage ideas, feedback, input and dialogue RESULTS: 13,000 ideas (external and internal) 130 ideas in action externally DELL CONFIDENTIAL
  35. 35. #4 – Customers are partners and partners join together to make a difference
  36. 36. Partnering with Customers Free Recycling add $0 Support Reforestation: “Plant A Tree for Me” [add $2] Recycling Kit and “Plant A Tree for Me” [add $2]
  37. 37. ReGeneration -- 173k members DELL CONFIDENTIAL 38
  38. 38. #5 – Communities are more powerful than individuals. Communities want to help each other improve
  39. 39. Community solutions will decrease calls and empower our customers
  40. 40. #6 – the online experience at work should be similar to the online experience at home Web access for all…. Wikis, blogs and forums….. Ratings and reviews….. And more….
  41. 41. facebook meets Dellbook DELL CONFIDENTIAL 42
  42. 42. #7– Join your customer’s communities and become part of the solution
  43. 43. Direct to customer Q&A
  44. 44. #8 – you can see in real time if you are relevant to a conversation or topic…’s easy and free to see
  45. 45. From Dell Outlet to Friends Lists…..
  46. 46. #9 – if you are dealing with an issue, be truthful, transparent and diligent in updating your customers
  47. 47. “We believe that the video Dell produced, as well as other creative notification measures companies have pursued, are a positive for consumers and for the impression customers have of a recalling firm. “ – Scott Wolfson, Consumer Product Safety Commission 48
  48. 48. #10 – Measurement requires thinking outside the box. Don’t try to measure with yesterday’s thinking
  49. 49. A New Set of Metrics Awareness & Activity – SOV, visits, downloads and more Conversations – comment to post/ratio; screen penetration; raw word increase/decrease; google screen analysis Community – frequency of return visits; frequency of comments within visitors; idea generation
  52. 52. Ten Digital Media Observations 1) Messages are co-created in the marketplace. What you announce is the start. The community completes your message. 2) Customers don’t care about LOB’s. They gravitate to their “community of passion”. 3) If you focus on english, you are not reaching 65% of the audience. Ten languages = global. 4) When one billion new people enter a market in 4-5 years, they change it…….get ready for change 5) Great companies will excel in transparency. Others will find you cannot hide.
  53. 53. Ten Digital Media Observations 6) Ideasourcing allows the customer to walk our hallways every day. Become their advocate. 7) Response to issues must happen in minutes and hours, not days and weeks. 8) Language is no longer a barrier for news to travel 9) Your digital experience should be similar at work and at home. 10) Gut feel and common sense matter more than ever, despite the overwhelming feeling that it is all about technology
  54. 54. Key Coordinates