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Case Study/DELL - Steve Reeves
The document outlines Dell's history and evolution in social media services, highlighting key milestones and initiatives since 2006. It emphasizes the importance of segmentation in transforming social data into actionable insights for varied business objectives across sales, marketing, and customer service. Ultimately, Dell aims to drive data-driven decision-making and enhance personalized marketing through integrated social insights.
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Case Study/DELL - Steve Reeves
- 1. Steve Reeves |Sr. Solutions Architect | Dell Digital Business Services Segmentation’s Critical Role in Uncovering Insights from Social Data
- 2. 2 Dell - Restricted- Confidential A Little about Me… • I’m a Sneakerhead • Live in Maine with my fam • Dark roast, black, to the top please • Most interesting Twitter follower…
- 3. Social Media Services DellDigital Business Services
- 4. Social Media Services ABrief History
- 5. Social Media Services 10year history of social media excellence at Dell August 2006 Blog outreach expanded beyond tech Support March 2008 Accepted Solutions launched on Community Dell France begins online community outreach December 2006 Ratings and reviews launched on Dell.com July 2006 Direct2Dell launched Today Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese. February 2006 Michael Dell asks Why don’t we reach out and help bloggers with tech support issues? February 2007 IdeaStorm launched A voting-based site allowing customers and others to submit ideas for Dell June 2007 Dell joins Twitter Sells millions in the first year October 2007 Community VIP program launched Dell launches recognition program for our most active community members, with private groups and escalated access June 2006 Dell TechCenter launched March 2010 Dell joins Sina Weibo in China March 2012 Dell and Red Cross launch Digital Operations Center Dell solutions provide the Red Cross with innovative ways to help Americans impacted by disaster August 2010 Social Media & Community University (SMaC U) launched 5,000 team members trained by end of year June 2010 CAP Days launched In-person events for vocal online customers December 2010 Social Media Listening Command Center launched June 2007 EmployeeStorm launched IdeaStorm for employees August 2009 Swarm Canada launches Group buying program goes live in Canada May 2009 Swarm launches Group buying program goes live, in Singapore Feb 2009 Social Innovation Competition Built on IdeaStorm rewarding global social innovation July 2011 Michael Dell joins Google+ Jumps to #50 in followers, holds first Dell Hangout July 2010 Michael Dell on Dell Chatter Rolls out company wide July 2011 Dell launches global G+ site Feb 2012 Dell joins Pinterest October 2012 Dell launches Subject Matter Expert social media program January 2013 Dell Launches Social Net Advocacy Real-time social sentiment tool December 2012 Dell launches Social Media Services Group January 2011 Think Tank program launched October 2011 Dell launches phase two of VIP program Brings enhanced advocacy relationship to our most passionate community members October 2009 Dell joins Renren September 2008 Dell launches Yammer First enterprise social network October 2009 SMaC organization launched Cross-functional central organization January 2010 Social Outreach Services team formed @DellCares launched three months later 2006 2007 2008 2009 2010 2011 20132012 March 2014 1000th Milestone Social Media Command Center tours reached 1,000 with slightly >50% being external visitors 2014 August 2013 Dell launches Internal Social Media Executive Program November 2014 $1 Millionth Milestone Dell Social Media Services lands its first contract to exceed $1M
- 6. Social Media Services HowDell uses social media: 69% y/y sales increase via social media at Dell Product development 18,000 new customer ideas Marketing 183% increase in traffic to Dell.com Talent acquisition 40,000 fans for the Americas Careers at Dell Facebook Sales 69% year-over-year sales increase via social media Customer service 98% first-time resolution rate on approx. 4,000 issues/week Communications 45% year-over-year influencer coverage increase at Dell events
- 7. 7 Confidential Services Dell- Restricted - Confidential Comprehensive Digital portfolio Mobility & UX • Social Insights & Analytics • Digital marketing • CRM • Advanced analytics • Social intelligence • ECM/e Commerce • Omni -channel • Mobility app development • User experience • Customer Journey mapping • Cloud Integration • Cloud Migration,Cloud App Dev and Managed Services • Customer facing Webapps • Digital API • Business Intelligence • Big Data • Information management • Enterprise / Financial Performance Management Digital Application Developmen t BI and Information Mgmt • Digital Process Orchestration(BPM) • Internet of Things Digital process orchestration & IoT Customer Engagement Digital Business Consulting • Digital Transformation Consulting • High speed IT Advanced Analytics & Omni commerce
- 8. 8 Confidential Services Dell- Restricted - Confidential These are not the insights you’re looking for Insights!
- 9. Dell Services• Dell- Internal Use - Confidential Basic Approach Insights that are truly actionable are seldom if ever found at the surface. Turning social data into intelligence is the result of well thought out, intentional segmentation. Each of our engagements are rooted in a set of key business questions, assumptions or target outcomes that will drive each program. Because business problems are different across industry verticals and use cases, our engagements are highly customized. Why Clients Choose Us • Well-defined target outcomes • Specific business questions/problems defined • Ability to feed data into marketing stack to drive campaigns and personalization • Highly accurate and relevant datasets • Well-engineered data segmentations • Repeatable insights reporting and analysis/scoring of key metrics and development of custom KPIs • Proprietary customer 360 mapping framework
- 10. Dell Services• Dell- Internal Use - Confidential Let’s Start with a Business Question… “What are some of the key factors that drive laptop purchases for college students when price is the main consideration point?
- 11. Dell Services• Dell- Internal Use - Confidential First, how do we define what’s actionable? • Ability to initiate a change • Improve a process • Expose a unique or competitive position • Relevant across the business • Not a vanity metric or top-level KPI
- 12. 12 ServicesRoom fortext Answering the business question requires thoughtful segmentation Consideration + unbranded College Students IT Decision Makers RetireesMillennials Purchase Intent Recommend Switching Price Quality Performance Durability Speed Value 2nd Level Audience 1st Level “N Value” 3rd Level Purchase path 4th Level Purchase Drivers
- 13. 13 Dell - Restricted- Confidential These are not the insights you’re looking for
- 14. 14 Dell - Restricted- Confidential We’re headed in the right direction
- 15. 15 Dell - Restricted- Confidential These are not the insights you’re looking for Are we there yet?Almost there!
- 16. 16 Dell - Restricted- Confidential These are not the insights you’re looking for Are we there yet? We’ve Arrived Insights!
- 17. 17 Dell - Restricted- Confidential These are not the insights you’re looking for We’ve Arrived Insights!
- 18. 18 Dell - Restricted- Confidential These are not the insights you’re looking for
- 19. 19 Dell - Restricted- Confidential
- 20. Social Media Services Loremipsum dolor sit amet
- 21. Social Media Services Loremipsum dolor sit amet But to build the social enterprise, where social data is leveraged across multiple parts of the business, you must have the proper level of segmentation.
- 22. Social Media Services Loremipsum dolor sit amet And it is this process that enables Dell to deliver critical insights to our customers within custom frameworks.
- 23. Social Media Services Loremipsum dolor sit amet But most importantly, what does it mean for our customers? • More data-driven decision making • Ability to scale social data across the enterprise • Early indication of behavioral shifts • Augments traditional market research • Drives personalization within marketing technology stack • Integrate social with enterprise data for customer 360 view
- 24.
Editor's Notes
- #3 Make joke about The Hoff. Casting me for the Baywatch movie…1 minute
- #4 Insert Joke, who here knew that Dell has a digital business services group? Well, to borrow the tagline from the event, Now You Know. 1 minute
- #5 1 minute
- #6 1 minute
- #7 1 minute – Talk about how Dell has built a social enterprise, and used social data to improve many parts of the business
- #8 On this slide, make the joke about…Did you know Dell has a digital business services group? Well if you didn’t, and to borrow the tagline for the event…Now You Know! 1 minute. Talk about how we initiate digital transformation using social data, and how we fit into the larger DBS picture.
- #9 Talk briefly about Dell/Brandwatch partnership – 30 seconds
- #10 2 minutes
- #11 Let’s start with a business question, and let’s use PCs as an example. 1 minute
- #12 Tell them what insights are and what they are not. Outline how we define actionable insights. 2 minutes
- #13 1st level – N value, critical to build properly or your heaps and outliers will skew 2nd level – Ex. Audience segmentation – college students, IT Decision Makers (B2B), Millennials, Retirees) 3rd level – Puchase path, consideration, purchase intent, recommendation, switching. 4th Level – Product attributes or behavioral/attitudinal trends from target custeomer groups. 4 minutes
- #14 So the first level, which is really developing the baseline or N value is critical, but it’s not where the insights are actually found. And, If Obi-Wan Kenobi were my data analyst, I expect he would likely state the following, and that is, “these are not the insights you’re looking for. 30 seconds But again, building the N value is critical to eventually being able to score and substantiate the trends you will find in your sub-segments.
- #15 But once we introduce a defining segmentation, like a 2nd level audience segmentation, we’ve effectively compartmentalized our data to reflect our target customer groups, for which we can then drive deeper into each of these segments, and score various behavioral/attitudinal trends amongst these groups. And, it reminds me of that scene in The Goonies, where they have a map, they set a course, and they now know which direction to head. 30 seconds
- #16 If you haven’t guessed it yet, I am a child of the 80’s and have an appreciation for the many great films that were created in this era. And yes, I do realize that Star Wars was released in 1977, but couldn’t pass on an Obi Wan Kenobi quote. 30 seconds The third level of segmentation is where we’re able to further define for our customers,
- #17 This is how we should all feel when we discover insights. Joke – “Oh, I think we have the wrong city here…next slide please” 30 seconds
- #18 Alright, that’s more like it! 30 seconds
- #19 1 minute
- #20 3 minutes
- #21 Reference Zach’s quote, and tie to segmentation being the catalyst for creating the social enterprise, scaling social data across the business. 1 minute
- #22 Reference Zach’s quote, and tie to segmentation being the catalyst for creating the social enterprise, scaling social data across the business. 1 minute
- #23 Reference Zach’s quote, and tie to segmentation being the catalyst for creating the social enterprise, scaling social data across the business. 1 Minute
- #24 Reference Zach’s quote, and tie to segmentation being the catalyst for creating the social enterprise, scaling social data across the business. 1 Minute