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Dell's Journey into Social Media by Knox 10 31-13


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Learn about how Dell got started in social media and how Dell has embedded social media into the fabric of the company

Published in: Social Media, Business, Technology
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Dell's Journey into Social Media by Knox 10 31-13

  1. 1. The Power of Social Media: proof in the journey October 2013
  2. 2. 7 years ago: 4000 posts per day Today: 25,000 posts per day (in English alone) 2 Confidential 11/17/2013 Social Media Services Group
  3. 3. About your presenter • Highest ranked Social Media SME at Dell • Social Media Nerd, Process Engineer, Product Development, Management Consultant • Passionate about using social media to create connections… – for companies and their customers, – for personal brand, and – to make a difference in the world (charities) • Digital Footprints and Passions 3 Confidential 11/17/2013 – @knoxkeith (twitter) Social Media Services Group
  4. 4. Starting down a new road, in a vehicle, yet to be proven 4 Even today, the infrastructu re is evolving Social Media Services Group
  5. 5. Our Customers Are Talking About Dell • Our customers are talking about Dell. – 25K conversations daily about Dell 5 Confidential “Engaging in honest, direct conversations with customers and stakeholders is a part of who we are, who we’ve always been. The social web amplifies our opportunity to listen and learn and invest ourselves in two-way dialogue, enabling us to become a better company with more to offer the people who depend on us.” Social Media Services Group -Michael Dell
  6. 6. Our Customers Want Us Engaged • 93% of social media users believe a company should have a presence in social media • 85% of users believe a company should not only be present but also interact with its consumers via social media • 56% of users feel they have a stronger connection with and are better served by companies when they can interact with them in a social media environment 6 Confidential Social Media Services Group
  7. 7. 7 Confidential 11/17/2013 Social Media Services Group
  8. 8. Social media practitioner March 2008 Accepted Solutions launched on Community February 2006 Dell France begins Online May 2008 Michael Dell asked A voting based site Community Outreach Why don’t we reach out and Dell Outlet achieved allowing customers and October 2007 help bloggers with tech $0.5M in sales via others to submit ideas support issues? Michael Dell quoted in for Dell. Twitter Business Week December 2006 In response to Jeff Jarvis question Ratings and January 2009 around whether companies want to be reviews part of the online conversation: ”My Dell launched on argument is you absolutely do. You can Organizes learn from them. You can improve your into four reaction time. And you can be a better company by listening and being involved customer in that conversation.” focused business units June 2009 Global Twitter revenues of $6.5 M February 2007 IdeaStorm launched 2006 crawl. walk. run. 2007 July 2006 Direct2Dell launched Today Direct2Dell exists in English, Spanish, Norwegi an, Japanese and Chinese. August 2006 Blog outreach expanded beyond tech Support 8 2008 June 2007 Dell joined Twitter EmployeeStorm launched Internal Blogs January 2007 Launched for November StudioDell launched Employees. Dell’s video and podcast site, 2007 with helpful tips and tricks. DellShares Eventually expanding this into launched the YouTube channel making sharing easier. The first investor relations blog by a public company. June 2009 $2M+ Sales via Twitter 2009 June 2008 Channel blog launched January 2008 Dell aligns organizatio n for success April 2008 Inside IT launched Blog focused on business customers, and Cloud Computing. Marc h 2010 Dell joins Sina Weibo in China Altimeter recognized Dell Dell named the No. 1 most social brand with “Open Leadership Award for Innovation and Execution” December 2010 Social Media Listening Command Center launched 2011 2010 Social Media & Community University (SMaC U) launched Spring 2009 Members of Community and Conversation s deployed within each of the new Dell Business units 2009 Dell 5,000 team TechCenter December members trained by end of year 2009 Huffington Post Blog B2B pages on Facebook 6 Awards for the Social Media Listening Command Center June 2010 CAP Days launched In-person events for vocal online customers Social Media Services Group
  9. 9. Empowering employees: Social Media & Community University Principles Policy Governance Training, Certification & Tools Social Media Services Group
  10. 10. Social Media Services Group
  11. 11. 11 Confidential 11/17/2013 Social Media Services Group
  12. 12. Listening to the conversations…. Social Media Services Group
  13. 13. Innovating in the future: A social radio for all employees 13 Social Media Services Group
  14. 14. Transforming reputation via social Dell CAP Days Dell Social Think Tanks Inside Out Outside In Customer Feedback Customer Feedback Custome r Feedbac Customers giving feedback on Dell’s business k Custome r Feedback 14 Confidential Influenc er Dialogue Influenc er Dialogue Influenc er Dialogue Influenc er Dialogue Dell facilitating topic-based discussions & brainstorms with influencers not customers Social Media Services Group
  15. 15. Customers in need are critical opportunities Social Media gives them a voice … & us… 15 Social Media Services Group
  16. 16. How social listening provides value Key Use Cases Competitive Intelligence – Understand competitor messaging and share of voice SOS Support – Improve prioritization and coverage of Support issues Marketing / Merchandising – Improve messaging and offers based on customer feedback Listening for Leads – Identify new leads Listening for M&A - Research on potential acquisitions; Customer reaction on upcoming acquisitions Listening for Governmental Issues– Better understanding of potential issues 16 Stakeholder Benefits Product Group Opex Savings Customer Support Marketing Sales Corporate Strategy Government Relations Call Reduction, Im prove NPS Improve MarComm Efficiency, Up Qualified sells Leads, Increa sed Revenue Opex Savings Enabler Social Media Services Group
  17. 17. 17 Confidential 11/17/2013 Social Media Services Group
  18. 18. 18 Confidential 11/17/2013 Social Media Services Group