Dell's Journey Into Social Media


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Knox presented the story of Dell's journey into social media and how Dell now has social media embedded into the fabric of its company.

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Dell's Journey Into Social Media

  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 11/1/2013 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 @knoxkeith (twitter) #Movember Confidential 11/1/2013 Social Media Services Group
  4. 4. Starting down a new road, in a vehicle, yet to be proven 4 Even today, the infrastructure 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 “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.” -Michael Dell 5 Confidential Social Media Services Group
  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 • 60% of B2B technology decision-makers rely on technical support forums to inform and validate their purchase decisions 6 Confidential Social Media Services Group
  7. 7. 7 Confidential 11/1/2013 Social Media Services Group
  8. 8. Social media practitioner March 2008 Accepted Solutions launched on Community February 2007 IdeaStorm launched February 2006 Michael Dell asked Why don’t we reach out and help bloggers with tech support issues? A voting based site allowing customers and others to submit ideas for Dell. Dell France begins Online Community Outreach crawl. walk. run. October 2007 Michael Dell quoted in Business Week December 2006 Ratings and reviews launched on 2007 July 2006 Direct2Dell launched Today Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese. January 2007 StudioDell launched January 2009 Dell Organizes into four customer focused business units 2008 EmployeeStorm launched Dell’s video and podcast site, with helpful tips and tricks. Eventually expanding this into the YouTube channel making sharing easier. November 2007 DellShares launched The first investor relations blog by a public company. June 2009 $2M+ Sales via Twitter January 2008 Dell aligns organization for success April 2008 Inside IT launched June 2008 Channel blog launched Blog focused on business customers, and Cloud Computing. Spring 2009 Members of Community and Conversations deployed within each of the new Dell Business units Altimeter recognized Dell December 2010 Social Media Listening Command Center launched 2011 2010 2009 Dell TechCenter Dell named the No. 1 most social brand with “Open Leadership Award for Innovation and Execution” March 2010 Dell joins Sina Weibo in China 2009 June 2007 Dell joined Twitter Internal Blogs Launched for Employees. 8 May 2008 Dell Outlet achieved $0.5M in sales via Twitter In response to Jeff Jarvis question around whether companies want to be part of the online conversation: ”My argument is you absolutely do. You can learn from them. You can improve your reaction time. And you can be a better company by listening and being involved in that conversation.” 2006 August 2006 Blog outreach expanded beyond tech Support June 2009 Global Twitter revenues of $6.5 M Social Media & Community University (SMaC U) launched 5,000 team members trained by December 2009 end of year Huffington Post Blog 6 Awards for the Social Media Listening Command Center B2B pages on Facebook 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 11/1/2013 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 Customers giving feedback on Dell’s business 14 Confidential Customer Feedback Customer Feedback Influencer Dialogue Influencer Dialogue Influencer Dialogue Influencer 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… opportunities 15 Social Media Services Group
  16. 16. How social listening provides value Key Use Cases Stakeholder Benefits Competitive Intelligence – Understand competitor messaging and share of voice Product Group Opex Savings SOS Support – Improve prioritization and coverage of Support issues Customer Support Marketing / Merchandising – Improve messaging and offers based on customer feedback Call Reduction, Improve NPS Marketing Improve MarComm Efficiency, Upsells 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 Sales Qualified Leads, Increased Revenue Corporate Strategy Opex Savings Government Relations Enabler Social Media Services Group
  17. 17. 17 Confidential 11/1/2013 Social Media Services Group
  18. 18. 18 Confidential 11/1/2013 Social Media Services Group