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Brennan Dell
- 1. Brennan DelleCRM &PersonalizationGlobal Online
- 2. SOCIAL MEDIA FORBUSINESS
- 3. OUR WORLD ISCHANGINGThe online population will double in 4-5 years from 1bn to 2bnFast growing and emerging markets are leading the way120 MM people online in China…less than 10% of the populationMediaTransformationCustomer communication can start from anywhere today
- 4. Single blog postscan have as much power as major news stories
- 5. Citizens are now publishers and content providersContent is explodingMore content on YouTube in 2006 than on the web in 20003
- 6. CHANGING HOW WEDEFINE and ENGAGETell Our Story Resolve Dissatisfaction Share Content & Collect IdeasJoin Conversations4Engage customers by sharing information that matters to them
- 7. “These conversations aregoing to occur whether you like it or not. Do you want to be part of that or not? 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.” Michael Dell,Business Week5
- 8. THE POTENTIAL OFSOCIAL MEDIAFrom telling and selling EngagementOne-way messaging Conversation Reliance on “others” Direct connections ResultsBetter products and services meeting customer needs
- 9. Long-term, honest andauthentic customer relationships
- 10. Revenue (@DellOutlet leadsto new system sales)
- 11. A conduit tovocal fans and employees
- 12. A network forearly warnings Affinity, loyalty and trust6
- 13. The Age ofthe “Informed Consumer”*4 of 5 peopleuse relationships and peerswhile making a purchasing decision.69%62%Research Products online before going to a store to make a purchase61%Have looked at least once at an online peer review before making a purchase39%Want to be able to scan bar codes and access information on other stores’ prices9%Compared a product’s feature and price across retail outlets online before buyingUsed a cell phone to text-message a friend or relation about a product while shopping*Source: Business week “Wholesale Changes in the Way we Shop”
- 14. Major country viewSocialMedia & Communities9/159/812/89/89/159/1511/1411/149/1911/149/1511/1411/14Ratings/ReviewsForums9/15BlogsWikisIdeaStormTwitter11/14FacebookFlickrYouTubeOrkutOnly English version availableSlide ShareIn social media conversations, Dell is mentioned 4-5000 times a day
- 15. Socializing @ DellDellhad support forums online since June 1997
- 16. In early 2006,we expanded our listening program
- 17. June 2006 weadded blogs, then IdeaStorm, then videos, podcasts, RSS, wikis, ratings and reviews, Twitter, YouTube, Facebook, Flickr, Slideshare...ListenRSSStudioDellPodcasts
- 18. Tweeting on DellDellnow has 39 official business accounts across the globe plus over 40 employees. Dell heard on Twitter that customers thought the apostrophe and return keys were too close together on the Dell Mini 9 laptop and fixed the problem on the Dell Mini 10. Now, the Dell Mini product development team is asking around on Twitter for new ideas for the next generation of the computer.
- 19. A LOOK AHEAD…strategyis one thing, but there’s no substitute for actionDELL CONFIDENTIAL11
- 20. Web 2.0User GeneratedContentSocial MediaOnline videoRSSBlogsInteroperabilityCrowd sourcingCloud computing
- 21. Web 3.0?Mobile CommercePersonalizationCustomizationBehavioral TargetingCrowdsourcing and Friendsourcing Predictive modelingCollective CRMRFID tags & UPCsAugmented RealityThe Semantic Web??
- 22. eCRM & PersonalizationMovebeyond basic utilizationRepeat visitors stay longer and buy moreCreate engagementPersonalization builds relevanceQuality experience over quantityUnderstand visitors vs. customersGive the right message at the right time at the right place to the right people
- 23.
- 24. UtilityRelevancy Ecosystem –Ideal State$InteractionAdvocateOnlineCustomer DataN$$RelevanceEngagementOffline$$$$$Drive
- 25. Read!Know what’s goingon!NYTimes.com, your local metro.com, FastCompany.comOnlineMediapost.com-OMMAReadWriteWeb.cominternetretailer.comClickz.comBooksMade to Stick Chip HeathGood to Great Jim CollinsNudge Richard ThalerFreakonomics Stephen LevittArt of Client Service Robert SolomonNow, Discover Your Strengths Marcus BuckinghamAnything by Malcolm Gladwell, Seth Godin, Thomas Friedman, Paul KrugmanTed.com
- 26. WriteHone your e-mailwriting skills.
- 27.
Editor's Notes
- #2 WelcomeTopics:Social MediaPersonalizationCareer adviceSlides will be posted on Slideshare
- #5 Our overall strategy is to enter into relevant conversations with our customers wherever they are occurring 24/7 throughout the world in all languages. This guides our development of tools and services.
- #10 IdeaStorm: Our commitment is to listen to your input and ideas to improve our products and services, and the way we do business. We will do our best to keep you posted on how Dell brings customer ideas to life.”Direct2Dell: Direct2Dell is Dell’s corporate blog; it’s a wire service about Dell to the world. Dell Forums: As the name suggests, it’s the community forum where users share their thoughts and experiences with others. Studio Dell: Dell uses videos and podcasts to educate users on various emerging technologies and also offers tips, tricks and support to get the best out of a Dell product. Studio Dell is an interactive communication tool, which also encourages users to post videos of them using Dell products. Smart Business 360: A resource center for small businesses offering product support and advice ReGeneration & Dell Earth: Websites on sustainable living to emphasize Dell’s environmental commitment, identified as a key strategy to future growth. Direct2Dell exists in 5 languagesAbout 200K page views per monthAlmost 1,000 posts since July 2006Over 25,000 comments More than 100 contributorsRegarding customer dissatisfaction, 2,864 customer complaints have been handled by Tech Support/Customer Care out of 4,097 they deemed as resolvable for a 70% success rate. And, an additional, 350 from Direct2Dell, 200 from internal sources (PR, testimonial site, etc) and 450 from people finding our posts and emailing us have been handled. Direct2Dell is now as powerful as a wire service in delivering news about Dell to influencers online and offline. Important to note that we post everyday in other folks blogs, up to 100x per day, depending on the topic.
- #11 Dell now has 39 official business accounts across the globe plus over 100 employees. 18 Promotional Accounts9 Community Accounts12 Blogs and News11 Countries100+ EmployeesEach one offers communications targeted to specific company goals and user needs, each with different measurements.Promotion AccountsUnique offersOne per country segmentNow in US, UK, France, India, Brazil, Australia, Canada, Japan, New Zealand, Mexico and Irelandoverall brand and corporate reputation benefits …when we started outreach 50% negative and early on with engagement we saw that decline by nearly 30% = 20%average daily social mentions is between 4000-5000….but in that is a lot of link baiting and garbage SEO tricks because Dell is among the most referenced brands and search names on the web/coupon affiliates….still end up with several thousand decent conversations everydayConversations team is about 40 people strong……..morphed with time as we see social media become part of everyone’s job or a tool to be used throughout the businesses…pushing into our 4 BUs with a small innovation and governance core….
- #15 Move beyond basic utilizationRepeat visitors stay longer and buy morePersonalization builds relevanceQuality over quantityCreate engagementUnderstand visitors vs. customersGive the right message at the right time to the right people
- #19 Hone your e-mail writing skills. Every e-mail is just like a news story. Have a Lead and back it up. Answer first. You are what and how you communicate. Be formal. Conciseness wins the days.Study how others communicate, both written and verbal. Understand tone, conciseness, and message.
- #20 Be familiar with financial terms. Revenue vs. sales vs. margins, etc.Understand analytics and it’s terminology. Nothing more than +-x/ and %. Analytics are your friend. Know the basic terms like conversion, order value, leakage, funnels, etc.
- #22 Linked in vs. Facebook
- #25 Don’t stop learning!If 90% of life is about showing up, then once your there add value to whatever you are doing.