Dell - Intimacy and Scale in Social Media


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Presentation by Dell's Manish Mehta at Marketing 2.0 Conference in Paris on March 22 - 23 discussing how to scale social media while maintaining intimacy.

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  • total $600 billion global advertising market (
  • Intimate = a relationship and real connections, not implied brand vallues.
  • Not going to take it anymoreIn 1980, more than 90% of television viewers were tuned in to one of these three networks during prime time. By 2005, the season ending average prime-time share of the Big Three networks had fallen to 32%. This means that during the 2004-2005 television season, fewer than one in three households using television during prime time were tuned to ABC, CBS, or NBC (Head, Sterling, & Schofield, 1984, p. 105; Nielsen Media Research, 2005; Owen & Wildman, 1992).’s unlikely that a broadcast network is ever again going to create a megahit like The Cosby Show, which at its mid-’80s peak drew as many as 50 million viewers an episode. For several years now, TV’s top event has been Fox’s American Idol. Last season, it drew 28.8 million viewers a week.
  • significance of changes in communications since cyberspace opened its doors in 1991. Current estimates put the worldwide online population at a staggering 580 million*
  • How to manage that moving blob
  • How to manage that moving blob
  • Dell - Intimacy and Scale in Social Media

    1. 1. Intimacy and Scale: Using Social Media to Manage Your Brand<br />Manish Mehta, Vice President, Social Media and Community<br />Marketing 2 Conference, Paris – March 22, 2010<br />
    2. 2. History<br />2<br />
    3. 3. Enabling Scale thru Technology<br />Fundamentals<br />3<br />
    4. 4. Conversations<br />4<br />
    5. 5. The pinnacle of mass media:Intimate to watch …… produced on huge scale<br />5<br />
    6. 6. Extensive reach… but no real connections or interactions <br />6<br />
    7. 7. Over time, more sophisticated smarter & appealing<br />7<br />
    8. 8. Soon, a television in every room, a station for everyone, advertising for all. Scale not intimate …<br />
    9. 9. THE CONNECTED EFFECT<br />Short Attention Span<br />Media Overload<br />Proactive Avoidance<br />Aversion To Intrusion<br />
    10. 10. Along comes the interactive Web.Fragmented targets,interactive & engaging, more choice, more niches than broadcast<br />
    11. 11. Users begin engaging with content, sharing links, moving around, connecting widely across the web.Scalable, right?<br />11<br />
    12. 12. Think in clusters.Conversation clusters can scale.Find the clusters that matter to your business.You can create remarkable intimacy if you engage in relevant conversations that matter.<br />12<br />Customer <br />Support<br />Marketing<br />Product quality & suggestions<br />Sustainability, green products<br />Purchase <br />decisions<br />
    13. 13. Criteria For Scaling Success<br />Listen<br />Value what you hear<br />Segment (cluster)<br />Areas of expertise (cluster)<br />Open to continuous improvement<br />Enable and empower your people<br />Trust them<br />Provide tools to do the job<br />People connect with people<br />13<br />Confidential<br />
    14. 14. Inside an Enterprise<br />Empower Heroes<br />Create a hub & spoke governance model<br />Embed across the fabric of the Enterprise<br />Find passionate clusters<br />Tops down support<br />14<br />Confidential<br />Scalable <br />
    15. 15. Scalable?<br />15<br />
    16. 16. 16<br />Scaling is an evolution.<br />Business fundamentals do not change.<br />
    17. 17. Enabling Scale thru Technology<br />Fundamentals<br />17<br />
    18. 18. Journey back in time …<br />
    19. 19. The Neighborhood Business<br />Great Business Fundamentals<br /><ul><li> Think back 50+ years ago
    20. 20. What made the best small businesses thrive?
    21. 21. Think about your favorite family restaurant – local to where you lived and grew up
    22. 22. What practical and pragmatic approaches did they take to satisfy and build loyal customers?
    23. 23. Can we achieve the same customer intimacy and success today?</li></li></ul><li>Business Best Practices to Build Brand Intimacy<br />Neighborhood <br />Web-Enabled<br />Convenience<br />Comfort of home , anywhere else<br />Great Product & Experience<br />Broad product choices, experience <br />Recognition, Personal Service, Attention<br /> CRM, tracking history, personalized<br />Thank you & Appreciation<br />Surprise & delight fans<br />Interactions: expert answers, ratings reviews<br />Listening & Conversations<br />Suggestions & Action<br />Ideas, voted by crowd, response<br />
    24. 24. Convenience<br />More convenient every day to more people in more ways<br />More welcoming?<br />Feel special?<br />
    25. 25. Products & Services<br />Richly showcase products; can also be powerfully “efficient & effective”<br />Deliver delightful and personal service?<br />
    26. 26. Recognize & Personalize<br />Recognize returning visitors, offer recommendations based on behavior<br />Good at context –<br />adjust our approach?<br />
    27. 27. Thank You & Appreciation<br />Acknowledgement, follow-up emails, coupons and offers<br />Surprise and delight? Turn promoters into ravers?<br />
    28. 28. Start simple<br />
    29. 29. Listening and Conversations<br />Web conversations (forums, blogs, social networks). Ratings & reviews<br />Actively listening & responding?<br />
    30. 30. Everywhere?<br />
    31. 31. Suggestions & Action<br />Online feedback and surveys<br />Ask for ideas? Take timely action?<br />
    32. 32. Business grew and succeeded based on word of mouth<br />… and they still do …<br />… more so with the social Web<br />
    33. 33. Conversations matter …<br />
    34. 34. Applying these lessons to any business or brand of any size, to any channel, including online… and we learn the fundamentals don’t change. <br />… intimacy has value and brings a brand to life<br />
    35. 35. Lessons Learned<br />At Dell: We’re learning and engaging daily to build a better business<br />Connect directly with customers … like the neighborhood restaurant<br />Many opportunities to thank, appreciate and delight <br />Listen and respond, bring the experience with the brand to life<br />Welcome suggestions, focus on business and customer value<br />
    36. 36. Being Human<br />33<br />Successful <br />Neighborhood<br /> Business<br />Biz<br />Social Web<br />
    37. 37. It’s not about shiny objects<br />It’s about pragmatic approaches that the best businesses take to continuously improve<br />Smart business fundamentals never change<br />
    38. 38. Enabling Scale thru Technology<br />Fundamentals<br />35<br />
    39. 39. Connecting Around the Web<br /><br /><br /><br /><br /><br /><br /><br /><br />Thank You<br />
    40. 40. 37<br />Slide 2:<br />Slide 5:<br />Slide 6:<br />Slide 7:<br />Fridge:<br />Channel:<br />Slide 8:<br />Slide 11 and 12:<br />Slide 19:;<br />Slide 21:<br />Slide 22:<br />Slide 24:<br />Slide 25:<br />Slide 26:<br />Slide 27:<br />Slide 28:<br />Slide 29:<br />Slide 30:<br />Slide 34:<br />