Social Media Services from Dell


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Built on experience, Dell Social Media Services are for customers across many industries, including Fortune 500, public and education, non-profit and healthcare. They’re also relevant for those just starting out or for those who are further along in their journey and looking to scale their efforts. The suite of offers ranges from listening and insights to best practice seminars and from advisory services to command center build-outs. For more information, visit

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Social Media Services from Dell

  1. 1. Social Media Overview1 Social Media Services Group
  2. 2. The 2000 Source: PEW Internet Reports internet 46% of adults use internet 5% with broadband at home ―then‖… 0% connect to internet wirelessly <10% use “cloud” = slow, stationary connections built around my computer The rapid pace of change is changing the game. 2012 80% of adults use internet 65% with broadband at home 88% own a cell phone 63% connect to internet wirelessly … and the >two-thirds use “cloud”= fast, mobile connections built internet ―now‖. around outside servers and storage2 Social Media Services Group
  3. 3. How social media is changing our world - 2012If Facebook were a country, it “We don‖t have a choice on whether we DO social media, thewould be the world‖s 3rd largest. question is how well we DO it.” – Erik Qualman, 1B 140M+ 187M+ Users on Facebook active Twitter users Professionals on LinkedIn 34,722 every minute of the day 100K every minute of the day 2 new members tweets sent by users “likes” for brands on Facebook per second on LinkedIn 600M 3,600 every minute of the day 3.7B Facebook users accessing via mobile New photos shared via Instagram Worldwide IM accounts 465M+ 48 hrs every minute of the day 2M every minute of the day Twitter accounts new video uploaded to YouTube Google search inquiries Sources: Facebook, Twitter, LinkedIn,, www.radicati.com3 Social Media Services Group
  4. 4. Bringing with it challenges of culture vs. adoption• Should I have a • I don‖t know where to start. dedicated social Skilled Customer • Who are my influencers? media team?• Which social media resources feedback • What do customers say about us? channels would be most relevant for my business? The areas of challenge• How do I manage the • How do I build a inflow of information? training program? Too much Tools and• I can‖t determine the ROI. • What tools do I use? information processes• I don‖t know how to • Are there any standard scale a social media processes that I can solution. follow? 4 Social Media Services Group
  5. 5. Social is here to stay. Engage or be ”These conversations are going to occur whether you left behind. like it or not. Do you want to be part of that or not? My argument is you absolutely do.” – Michael Dell5 Social Media Services Group
  6. 6. Dell’s Social Media Journey6 Social Media Services Group
  7. 7. “Engaging in honest, direct conversationswith customers and stakeholders is a partof who we are, who we‖ve always been. Thesocial web amplifies our opportunity to listenand learn and invest ourselves in two-waydialogue, enabling us to become a bettercompany with more to offer the peoplewho depend on us.”–Michael Dell7 Social Media Services Group
  8. 8. Over six years of social media experience Altimeter March 2008 June 2009 Dell February 2007 recognized Dell Accepted Solutions Global Twitter with “Open namedFebruary 2006 IdeaStorm launched launched on Community revenues of Leadership Award the No. A voting based site allowing for Innovation andMichael Dell asked Dell France begins Online May 2008 $6.5 M 1 most customers and others to Community Outreach Execution”Why don‖t we reach out and help submit ideas for Dell. Dell Outlet achieved socialbloggers with tech support issues? October 2007 $0.5M in sales via Twitter brand Michael Dell quoted in Business March December 2006 Week 2010 Ratings and In response to Jeff Jarvis question around Dell whether companies want to be part of the January 2009 joins reviews launched online conversation: ”My argument is you December 2010 Dell Organizes June 2009 Sina on absolutely do. You can learn from them. You Social Media can improve your reaction time. And you can into four $2M+ Sales Weibo Listening be a better company by listening and being customer via Twitter in Command involved in that conversation.” focused China Center launched business units 2006 2007 2008 2009 2010 2011 Social Media & July 2006 Community June 2007 2009 University (SMaC U) Direct2Dell launched Today Direct2Dell exists in Dell joined Twitter June 2008 Dell TechCenter launched English, Spanish, Norwegian, Channel 5,000 team EmployeeStorm January Spring 2009 members trained by 6 Awards for the Japanese and Chinese. blog December launched 2008 Members of end of year Social Media Listening launched 2009 Internal Blogs Launched Dell aligns Community Command Center Huffington January 2007 for Employees. organization and Post Blog StudioDell launched November 2007 for success Conversations B2B pages on Dell‖s video and podcast site, with DellShares deployed FacebookAugust 2006 helpful tips and tricks. Eventually launched within each of expanding this into the YouTube April 2008Blog outreach The first investor the new Dell channel making sharing easier. Inside IT launched June 2010expanded beyond relations blog by a Blog focused on business Business units public company. CAP Days launchedtech Support customers, and Cloud In-person events for vocal Computing. online customers 8 Social Media Services Group
  9. 9. Recognition for Dell social leadership We’ve received industry recognition for engagement and listening Dell‖s Listening Dell‖s Social Command Center Media and won the CeBIT Community Australia Innovation The Bees Awards for Social Media The American Business Award for Customer team won Award for 2011. Marketing. Dell won for Best Use of Service Team of the Year presented to Dell for Presented in May award for best Social CRM Analytic Tools for our Listening the Listening Command Center in June 2011. 2011. Strategy. Command Center. Dell Listening Command Dell‖s Listening Command Dell Ranked as #1 Social Brand Center wins @PRNews 2011 Center receives Forrester followed by NIKE, Starbucks, Best Buy Digital PR Award for “Best Groundswell Award Presented UK, BBC, Nokia, Amazon, Sony Listening Campaign” and “Best in October 2011. PlayStation, Adidas, Coca-Cola and Website Marketing”. others. Our leadership is regularly cited by authors and is helping customers win awards Red Cross co-won the 2012 Clemson University won Digital PR Team of the Year the 2012 Innovation in from the PR News Digital PR Education Award from the Awards for their social media InnoVision Technology humanitarian and digital Awards for their Social fundraising efforts. Media Listening Center.9 Social Media Services Group
  10. 10. Dell’s direct and online heritage First to sell complex First company to hit $1M a day Leader in online frictionless configurable items in online revenue commerce from order to delivery One of the first to launch online One of the first companies to Early adopter of discussion forums launch online support social media10 Social Media Services Group
  11. 11. Our point of view on social business valueTo embed social media inthe fabric of the company Listen Engage ActOver 25,000 daily Closing the loop with Thousands of Powerful communities Customer ideationglobal conversations our customers and employees influencers trained and growing Services Products Marketing Online Solutions Customer Comms Sales HR Service and PR Broad social networks Embedding across all business functions11 Social Media Services Group
  12. 12. How social media is embedded throughout DellListening impacts NPS, OpInc and BrandProduct development Marketing Online presence• Feedback loop • Demand forecast • Ratings and reviews• Early warning • Lead generation • Communities• New product ideation • Message reach • Customer storiesSales Customer service Communication• Collaboration • Listening • Rich media• Thought leadership • Support widgets • Brand reputation• Blogs • Outreach • Influence • Reputation 12 Social Media Services Group
  13. 13. Listening From 4,000 to 25,000 mentions per day13 Social Media Services Group
  14. 14. Social Media & Community University (SMaC U) Principles Policy Governance Training, Certification and Tools14 Social Media Services Group
  15. 15. Social Media Services Group15 Social Media Services Group
  16. 16. Dell’s Social Media Services Group (SMSG)• The Social Media Services Group (SMSG) is a trusted advisor to those interested in: – Understanding what is being said about their brand, industry, competitors, products, etc. – Improving customer relationships via social media. – Building their social media strategy.• This is a unique collaborative approach between Marketing and Services, which allows customers to leverage Dell‖s thought leadership, intellectual capital and innovative ideas.• The group can extend Dell‖s social media experience and expertise to customers across various industry segments and sizes.• The offers are designed to support nascent to mature customers along their social media journey.16 Social Media Services Group
  17. 17. Social Media Services17 Social Media Services Group
  18. 18. Social media services–what do you need?I want to … • build a training program. Best Practices • know what tools to use. • find standard processes that I can follow. Seminars • strategize and efficiently drive awareness, demand, leads and message reach. Advisory Service • know when and how to scale a social media solution. • effectively track business and market intelligence to understand my customers‖ wants and needs. Listening and Insights • utilize analytics to improve customer support, enhance product Service offerings or inform investor relations for strategy development. • manage the inflow of information. Listening Command • understand what is being said about my brand and be a part of those conversations. Center Build-outs18 Social Media Services Group
  19. 19. Social media servicesExperience to transform and lead Best Practices Seminars Advisory Service Listening and Insights Listening Command Service Center Build-outs … enable customers to:• Learn best practices from • Optimize the tactical • Get daily, weekly, • Benefit from Dell‖s Dell case studies and elements of their social monthly reports that experience building their scenario role-playing. media strategy. capture social media own listening command• Get social media • Understand the conversations and center. strategies for their effectiveness of their provide insights. • Discuss best practices for specific corporate and current strategy and • Gain a deeper staffing, running and industry needs. initiatives. understanding of their integrating the command• Find out how they can • Establish a strategic plan customers, competitors center into their business. use social media in alignment with and industry market effectively. business goals, culture needs. and ROI.19 Social Media Services Group
  20. 20. Comments from our customers Clemson The American Red Kraft Foods Aetna Cross University Kraft participated in a one-day A listening command center built with Aetna participated in a two-day The American Red Cross and Dell seminar on listening and Dell and Radian 6 is incorporated into seminar on building a training launched a new Digital Operations experiencing a day in a command their Creative Inquiry program. program. Center, the first social media-based center. “In academia, what are we all competing “This course (building training) really operation devoted to humanitarian “Dell is a social media leader … a peek for? The best and the brightest. This helped me wrap my mind around relief, demonstrating the growing inside showed why!” center can give us a leg up. It‖s the architecture of a social media importance of social media in unexplored space.” education program and how to emergency situations. Kraft told Dell: –Jim Bottum, chief information officer think through the course design for The American Red Cross at the “Access to Executives and SMEs is very and vice provost different audiences.” command center launch said, valuable.” The most valuable element of the “The use of social media during disasters “Personalization is highly valued and This “forces students to recognize a) you Building Training seminar was the has grown exponentially in recent years, differentiates the seminar in the can‖t catch everything, b) you can catch ability to see and discuss a tangible and this partnership with Dell will enable marketplace.” too much, and c) you have to prioritize framework. The certification packet us to better understand and anticipate “Seeing” where everything happens is what you‖re listening for.” –Jason alone added a ton of value.“–Dan disaster needs and help connect people part of the value of the seminar. Thatcher, assoc. professor, department Brostek, head of member and with the resources they need during of management consumer engagement emergencies.”20 Social Media Services Group
  21. 21. Best practices seminars at a glanceThese rich, interactive sessions are customized for your needs and go beyond traditional, slide-basedlectures. You‖ll experience best practices for application in your own corporate culture. Leadershipfundamentals are shared and key take-aways will provide starting points for operationalizing your strategy. Social Media for the • Impact and Urgency of Social Media • Social Customers and Employees Executive • Models of Social Maturity • Listening/Engagement Importance The Roles of Social • Intimacy of Social Media • Governance Media Listening and Use of Its Data • Listening Efficiencies • Set Up and Processes for Scaling Experience a Day in • Highly Personalized and Interactive • Understanding Critical Decision Making the Listening Experience on Command Center Functions During Viral Situations Command Center Developing a Social Media Training • Where to Start/Training Journey • Logistics and Deployment Roadmap • Curriculum Design Options • Certification and Governance Create a Social • Continuation of the Developing Social • Leverage Dell’s Curriculum and Class Media Training Course Media Training Roadmap Seminar Development Methodology21 Social Media Services Group
  22. 22. Advisory Service framework and approach This can assist with: Social Operations - Influencer/Advocacy (Building and - Competitors optimizing a social - Governance media practice) - Tools/Reporting Determine Your - Content Strategy Intended Social Media Focus Area This can assist with: Social Business - Culture/Adoption (Integrating social - Organizational Alignment media across the - Funding enterprise) - Social Data Integration22 Social Media Services Group
  23. 23. Listening and insights serviceActionable Insights Amplify Your MessageInsights from social Identify key influencersconversations lead to and channels withactionable decisions. whom to engage. LeverageUnderstand Customer intellectual Gauge SentimentUse direct, unbiased capital and Identify actions tofeedback to improve capabilities improve customerproducts and services. from the No. 1 perceptions and your Net social brand Promoter Score.Market Intelligence Protect Your BrandKeep a pulse on brand Enable viral warning,versus competitor risk mitigation and crisisconversations. management for the social sphere.23 Social Media Services Group
  24. 24. Build a social media listening command centerDesign Build Integrate RunConsultation on Project management Creation of daily Post-deploymenthardware, software for vendor operational and hot consultation onvendor selection, as coordination, as well issues processes, as integration withwell as the space‖s as the launch event well as the business strategy,look, feel and identification and culture, ongoingconstruction training resources, support, etc. etc. A suite of offers ranging from the basics to a full solution24 Social Media Services Group
  25. 25. For sales inquiries, contact:Eric NystromDirector Social Media & (408) 348-9779Thank you Social Media Services Group
  26. 26. Appendix26 Social Media Services Group
  27. 27. What Dell did for Kraft FoodsChallengeAs a company with experience and strongknowledge in social media, Kraft was interested inlearning from Dell how to push the socialprograms they had to the next level, as well as tounderstand how to spread listening across theorganization and the value/role that a Listening Kraft FoodsCommand Center can play in that evolution. During a full-day session, Kraft participated in theApproach Roles of Social Media Listening and Use of Its Data and Experience a Day in the CommandDell spent quite a bit of time researching the Kraft Center seminars.brands to analyze conversational content foundwithin social media. That insight was incorporated Benefitsinto two seminars, which involved discussion- Both Dell and Kraft exchanged ideas during thebased learning, as well as role-playing scenarios. seminar and obtained valuable learning. Kraft was ableThe result was a customized, interactive and to see first-hand how Dell leverages and is organizedengaging day for the customer. around listening and how they act with this data.27 Social Media Services Group
  28. 28. What Dell did for AetnaChallengeAetna was ready to ramp their social media effortsand knew they had to get their employees onboard, but they weren‖t sure how to set up atraining program, especially on a broad scale.They needed help focusing their efforts into asolid and easily approachable roadmap. Aetna During a full-day session, Aetna participated inApproach the Building a Training Program and Building a Training Program+.At the beginning of the course, Dell consultedwith Aetna to understand their training vision andneeds, such as the scope of training desired. BenefitsPrepared with a social media policy, Dell was able Aetna relied on Dell to ask them pertinent questions forto not only provide recommendation on their desired outcome and keep them on track. They alsoapproaches, but also curriculum discussions to walked away with a team understanding next steps and aaide in the creation of their own training materials. curriculum to provide to their employees.28 Social Media Services Group
  29. 29. What Dell did for the American Red CrossChallengeThe American Red Cross has been a leader in the socialmedia space for some time, but looked to Dell for helpwith how to scale their social media operations duringmajor disasters. They were in need of assistance scalingto the efforts required of an organization with suchworldwide exposure and direct effect on human life. The American Red CrossApproach This is the first social media command center devoted toDell was brought in to construct the project—and they humanitarian relief and demonstrates the power social media can lend during emergency and crisis situations.modeled it on their own Social Media Listening CommandCenter, which is used to track brand sentiment and Benefitschatter. They consulted not only on the space - Improved sourcing of data and identification of trends inconfiguration and build, but they also helped the disaster-affected areasAmerican Red Cross establish processes for the successful - Significantly improved ability to anticipate and respond to the public‖s needstraining and operation of their command center. - Ability to more quickly connect people with the resources theyThe DigiDoc Command Center enabled the American Red Cross to “listen” to need during a disaster, such as food, water, shelter or evenmore than 542,947 social conversations during Hurricane Sandy. emotional support29 Social Media Services Group
  30. 30. What Dell did for Clemson UniversityChallengeDell uses social media listening to enhance customer relationshipsand for marketing and business development, but Clemson wantedto explore how it could be used in academia. Clemson saw howcorporations have adapted to new business and economic realitiesand they wanted to ensure their faculty and students had access tothis same technology. Both Dell and Clemson had to figure out howto work together to advance each other without taking their eyes offtheir own respective missions. Clemson University This space will be used for alternate academic researchApproach methods, as well as innovative learning environments, putting Clemson at the forefront of a new education technologyThe build of this command center required collaboration: Dell frontier.brought first-hand experience for it‖s successful set-up and operation Benefitsand Clemson shared insight for the development of an effective Clemson University decided to incorporate social media listeninglearning environment, which now includes a teaching area where into the university‖s successful Creative Inquiry program By building a command center and understanding keyfaculty can hold classes and provide training on the tools. It was processes, an organization is well prepared to successfullythrough this collaboration that Dell and Clemson discovered several The University envisions rich partnerships between the university handle day-to-day conversations, as well as quicklyparallels how social media listening can favorably impact business, and other industries to study the power and application of social address and manage crisis events.academia, and various other industries. media listening in business, academia, non-profit and all types of entities. 30 Social Media Services Group
  31. 31. What Dell did for AMDChallengeAMD sought help from the Dell Social Media Services Group toassess and refine their overall social media strategy. AMD (Advanced Micro Devices)Approach To help assess and improve their current social media activities and prepare for their future efforts, DellDell leveraged its social media capability maturity framework provided Advisory Services to AMD.and results of stakeholder interviews to assess AMD‖s existingsocial media strategy and current capability maturity. Thescope of analysis included assessment of existing social eco- Benefitssystems, including tool and technology deployment, social AMD received a framework to drive and mature its socialmedia governance, engagement methodologies, advocate capabilities. The analysis helped to provide a view acrossstrategies, social platform consolidation, branding initiatives, multiple stakeholder groups of the current state and identifyorganizational models to drive adoption and the timing and future improvements in the areas of governance, people,priority of ongoing and planned investments. processes and technology.31 Social Media Services Group