Driving Both Engagement& Sales Through Social MediaA Case Study of Dell in AsiaDecember 2010Damien Cummings
About Today’s Workshop:How.Getting Started.Making Money.                          Global Marketing
What isSocialMedia?          Global Marketing
4   Confidential   Global CSMB Social Media
5   Confidential   Global CSMB Social Media
Listening &                                      Engaging                Your Website                                     ...
Global CSMB Social Media
8   Confidential   Global Marketing
First company to                 First to sell complex      hit $1M a day in                  configurable items        on...
Dell Online Today                                        Online:                         Dell.com + Premier + Global Porta...
Online is a research tool95% of first timevisitors do not buyfrom Dell.com. The“sweet spot” isaround 8 – 10 visits.
Dell’s Vision of Social Media1. The future of Dell.2. Solid strategy is in place, grounded in business and   customer valu...
Dell’s Key Learnings in Social Media1. This is a long-term play. No company has cracked the code on ROI   measurement. But...
Dell’s SocialMediaHeritage                Global Marketing
Consumer                Public  Dell’s Social Media Heritage                                                              ...
Global Reach (As of Jan 2010)         Global reach is good, globalization strategy needs to be                  focused an...
Global CSMB Social Media
1.   Social Media policy in place.Social Transformation   2.   Robust training program in place:Training all of           ...
Social MediaEngagement& SocialCommercePlatforms               Global Marketing
Dell Swarm:SocialCommerce &Group Buying               Global CSMB Social Media
YouTube Live“Town Halls”and Webinars   Global CSMB Social Media
Twitter:@DellOutlet1,570,397followers$10m+ revenue                Global CSMB Social Media
Dell.com Website Evolution                                               ? Dell.com 1996    Dell.com 2010       Dell.com 2...
Ratings &Reviews:3.5 Star+On Dell.comand in SocialMedia.                Global CSMB Social Media
Ask A Friend:FacebookConnect /Social Plugins    Global CSMB Social Media
Levi’s Store (US)26   Confidential   Global CSMB Social Media
Developing aCommercialSocial MediaStrategy               Global Marketing
We Wanted Two Things:     1              A “Territory” or Proposition we can                    own (as Business-to-Busine...
We Looked At Many Options:                           E-commerce                            outside of                     ...
Dell will Grow                    and Mentor SMBs30   Confidential                 Global CSMB Social Media
Customer Pain Points                     Key SMB Pain Points     Sales & marketing     HR, Hiring &      IT & Technology  ...
WorkshopProject           Global Marketing
Workshop Project (40 minutes)1. Identify Industry, Segment & Location (i.e. IT, Small & Medium   Business in Asia Pacific)...
Questions?          Damien Cummings  Global Social Media Director (Consumer & SMB)Email: damien_cummings@dell.comTwitter: ...
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Driving Both Engagement and Sales Through Social Media | Damien Cummings, Dell | iStrategy Singapore 2010

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Driving Both Engagement & Sales Through Social Media. A Case Study of Dell in Asia.

Presented by Damien Cummings, Online Director (APAC) for Dell during iStrategy Singapore 2010.

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Driving Both Engagement and Sales Through Social Media | Damien Cummings, Dell | iStrategy Singapore 2010

  1. 1. Driving Both Engagement& Sales Through Social MediaA Case Study of Dell in AsiaDecember 2010Damien Cummings
  2. 2. About Today’s Workshop:How.Getting Started.Making Money. Global Marketing
  3. 3. What isSocialMedia? Global Marketing
  4. 4. 4 Confidential Global CSMB Social Media
  5. 5. 5 Confidential Global CSMB Social Media
  6. 6. Listening & Engaging Your Website Online Video (make it social!)“Social” experience gets better when more people use it. Platforms (Twitter, Applications Facebook, etc.) Group Buying & Social Commerce6 Global CSMB Social Media
  7. 7. Global CSMB Social Media
  8. 8. 8 Confidential Global Marketing
  9. 9. First company to First to sell complex hit $1M a day in configurable items online revenueWerevolutionizedthe industryonce, and One of the first One of the firstwe’ll do to launch online discussion forums companies to launch online supportit again Global CSMB Social Media
  10. 10. Dell Online Today Online: Dell.com + Premier + Global Portal + B2B + 725K B2B Channel Portal + eSupport + Community 34 languages transactions per year supported Googled 1M 170M visits times per day to community properties 150M 1B online resolutions visits per year to via eSupport per day Dell.com 58K 13B Channel partners 166 countries page views in FY’09 online $10B An online order 190k online revenue is placed Premier pages every 2 seconds Global CSMB Social Media
  11. 11. Online is a research tool95% of first timevisitors do not buyfrom Dell.com. The“sweet spot” isaround 8 – 10 visits.
  12. 12. Dell’s Vision of Social Media1. The future of Dell.2. Solid strategy is in place, grounded in business and customer value drivers.3. Benefits are real, tangible – will strengthen insights in coming years.12 Confidential Global CSMB Social Media
  13. 13. Dell’s Key Learnings in Social Media1. This is a long-term play. No company has cracked the code on ROI measurement. But all results are modest. – Most “campaigns” have at best 1:3 ROI – Best efforts so far (in China) have 1:10 ROI2. Listening and engaging with frustrated customers works great – Question remains: is it financially scalable?3. Listening and engaging to business conversations is a challenge – Customers only talk about IT when they have a problem (“buy it” or “break it”) – Only techies talk about IT but they will not tolerate hard selling13 Confidential Global CSMB Social Media
  14. 14. Dell’s SocialMediaHeritage Global Marketing
  15. 15. Consumer Public Dell’s Social Media Heritage SMB LE Early Adopter Industry Social Relationships Social Functionality Social Colonization Users find each Users interact in Social not limited Evolution1 other online new ways online to “social sites” Blogosphere Decreased ability to respond Outreach due to resourcing Social 1.3M Followers on TwitterNetwork Platforms today; $6.5M revenue Global Strong brands, but nearlyOffsite Properties 90% YoY traffic decline Premier, Health Recent implemented ideas IdeaStorm 2K ideas in first 2 Storms launched include backlit keyboards, weeks Linux OS Shown to improveRatings & Reviews conversion by as much as 176% Moved to segment- Blogs specific blogs 7 core blogs, 100+ contributors, 4-5 posts/week Forums 10K+ ‘accepted solutions’ 1995 2006 2007 2008 2009 2010 1 Forrester, “Future of Social Web” Global CSMB Social Media * Data as of October 2009 1
  16. 16. Global Reach (As of Jan 2010) Global reach is good, globalization strategy needs to be focused and more thoughtfully executed Global CSMB Social Media
  17. 17. Global CSMB Social Media
  18. 18. 1. Social Media policy in place.Social Transformation 2. Robust training program in place:Training all of • Getting Started in Social Media • Brand Mgmt in Social MedaiDell’s 100,000 • Twitteremployees in • • Facebook RenRen & Sina (China)social media. • Blogging & Community • Internal Social Media 3. 5,000 employees already trained. 4. Will fundamentally transform Dell. Global CSMB Social Media
  19. 19. Social MediaEngagement& SocialCommercePlatforms Global Marketing
  20. 20. Dell Swarm:SocialCommerce &Group Buying Global CSMB Social Media
  21. 21. YouTube Live“Town Halls”and Webinars Global CSMB Social Media
  22. 22. Twitter:@DellOutlet1,570,397followers$10m+ revenue Global CSMB Social Media
  23. 23. Dell.com Website Evolution ? Dell.com 1996 Dell.com 2010 Dell.com 2011+ Global CSMB Social Media
  24. 24. Ratings &Reviews:3.5 Star+On Dell.comand in SocialMedia. Global CSMB Social Media
  25. 25. Ask A Friend:FacebookConnect /Social Plugins Global CSMB Social Media
  26. 26. Levi’s Store (US)26 Confidential Global CSMB Social Media
  27. 27. Developing aCommercialSocial MediaStrategy Global Marketing
  28. 28. We Wanted Two Things: 1 A “Territory” or Proposition we can own (as Business-to-Business). 2 Ideas on how to make this an executable plan in-country in Asia.28 Confidential Global CSMB Social Media
  29. 29. We Looked At Many Options: E-commerce outside of Dell.com Software “Vertical” as a industry Service specialist Aggregator29 Confidential Global CSMB Social Media
  30. 30. Dell will Grow and Mentor SMBs30 Confidential Global CSMB Social Media
  31. 31. Customer Pain Points Key SMB Pain Points Sales & marketing HR, Hiring & IT & Technology Nurturing Talent “How Do I “How “How Do I Grow My Attract/Hire Scale My Business?” New Talent?” Business?”31 Confidential Global CSMB Social Media
  32. 32. WorkshopProject Global Marketing
  33. 33. Workshop Project (40 minutes)1. Identify Industry, Segment & Location (i.e. IT, Small & Medium Business in Asia Pacific).2. Develop your Proposition/Strategy (i.e. Grow & mentor SMBs).3. Identify top 3 customer segment “pain points”(i.e. Grow my business, staff turnover, IT to support growth).4. Write down 3 social media engagement ideas.5. Describe in detail one social media idea: content / platform / marketing / sales – such as Group Buying, Online Video, Facebook, Twitter, Social Media Applications.6. Is it Social Media Engagement? Sales/Commercialization? Both?7. Present to the group.33 Confidential Global CSMB Social Media
  34. 34. Questions? Damien Cummings Global Social Media Director (Consumer & SMB)Email: damien_cummings@dell.comTwitter: @damiencummingsLinkedIn:http://www.linkedin.com/in/damiencummingsBlog: “Digital Future”http://damiencummings.blogspot.com Global CSMB Social Media

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