Digital marketing innovations that enhance consumer engagement discusses three initiatives by Dell to engage customers: 1) Ideastorm, a website where customers generate and vote on ideas with over 13,500 ideas and 400 implemented, 2) Twitter, where Dell has over 1 million followers and generates $9M in revenue, 3) Dell Swarm, a social shopping experiment where prices decrease based on group commitments, currently piloted in Singapore. The document advocates for social media being integrated across business functions and outlines frameworks for evaluating online conversations and responding to blogs.

1. Digital marketing innovations that enhance consumer engagement Marta Obrebska CSMB Online Programs & Innovation iMedia Brand Summit 2010

3. ~ 715,000 votes

4. ~ 88,000 comments

5. ~ 400 ideas Implemented by Dell

6. Created a Facebook App and ability to post ideas directly to a Facebook profile

7. Regularly running Storm Sessions, short-lived focus groups/discussionswww.ideastorm.com 2

9. Over one million followers, now live in 12 countries and growing

10. Now 35 official Dell accounts + many more personal accounts

11. One of five brands that are within the 100 most followed Twitter users. (Wholefoods, Zappos, JetBlue, and Woot are the other four). www.dell.com/twitter

13. Encourages collaboration and sharing

14. Pilot first launched in Singapore, going live in US/CA in 2010

15. Tested on university students first, now working on making it more appealing for the mainstream

16. No results to share yet. www.dellswarm.com/sg 4

17. Visit us around the Web www.dell.com www.dell.com/conversations www.direct2dell.com www.dell.com/twitter www.slideshare.net/dell_inc www.youtube.com/user/DellVlog www.flickr.com/photos/dellphotos/ www.facebook.com/dell

18. BACKUP

19. MEASUREMENTS SHOULD REFLECT OBJECTIVES Blogs Technorati ranking, Guest bloggers, Traffic, Conversation index, cost per sale Forums Posts and views, Accepted Solutions, VIP engagement, Opex savings Social Media Online Sentiment (positive, neutral, negative), net promoter score, issue prevention Opex savings IdeaStorm Site participation, Ideas implemented Twitter Followers, conversation index, cost per sale 7

20. SOCIAL MEDIA IS NOW PART OF EVERYONE’S JOB Central Team TODAY DISTRIBUTED MODEL EARLY DAYS INCUBATION Embedded in the business Incubated all social media activity in Public Relations DELL CONFIDENTIAL 8

21. ONLINE OUTREACH ASSESSMENT NEW BLOG POST FOUND Is the post positive? FINAL EVALUATION You can agree with post, let it stand or provide a positive review. Will you respond? YES MONITOR ONLY Avoid flame wars. Monitor the site for relevant information and comments. MONITOR ONLY Avoid flame wars. Monitor the site for relevant information and comments. NO AGGRESSIVE Is the site overly negative and dedicated to ridiculing others? YES NO YES NO CORRECT THE FACTS Comment with factual information in comment field. CORRECT THE FACTS Comment with factual information in comment field. MISGUIDED Does the post have the facts wrong? MISGUIDED Does the post have the facts wrong? MISGUIDED Does the post have the facts wrong? NO RESPONSE Let the post stand. NO RESPONSE Let the post stand. NO RESPONSE Let the post stand. YES NO ACTIONABLE ISSUE Does the post detail an unresolved customer issue? ACTIONABLE ISSUE Does the post detail an unresolved customer issue? SUPPORT Rectify the situation. Respond and act upon a reasonable solution. e.g. Escalate the issue internally. SUPPORT Rectify the situation. Respond and act upon a reasonable solution. e.g. Escalate the issue internally. YES NO FINAL EVALUATION Base response on present circumstances, site influence and stakeholder prominence. Will you respond? FINAL EVALUATION Base response on present circumstances, site influence and stakeholder prominence. Will you respond? FINAL EVALUATION Base response on present circumstances, site influence and stakeholder prominence. Will you respond? NO RESPONSE Let the post stand. NO RESPONSE Let the post stand. NO RESPONSE Let the post stand. NO YES BLOG RESPONSE CHECKLIST TRANSPARENCY OF ORIGIN Your association with Dell is clear. e.g. KerryatDell A CLEAR GOAL Your response aims to achieve a desired goal. Inform/Guide/ Document/Thank PERSONALISED Your response is not generic. You have thoroughly read the blog and all related entries. TONE Your response is conversational and makes a positive statement. CUSTOMER FOCUSED Your response positions you as a true customer advocate. TRANSPARENCY OF ORIGIN Your association with Dell is clear. e.g. MartaatDell A CLEAR GOAL Your response aims to achieve a desired goal. Inform/Guide/ Document/Thank 9