This document summarizes Dell's social media strategy and efforts over time: 1) Dell formed a community outreach team in 2006 to listen to online conversations about the brand. Over time, Dell expanded its social media presence across platforms like Twitter, YouTube, and blogs. 2) Dell established a social media command center to monitor 22,000+ daily posts in 11 languages. It also built an influencer relations program to identify and build relationships with key online influencers. 3) Dell held in-person Customer Advisory Panel events to get feedback from influential social media users it had identified. These events were well-received and generated positive coverage and advocacy.

1. THE DIGITAL MARKETING FORUM16TH MARCH 2011Is your business bold enough for social culture? – customer centric relations in a new eraNeville Hobson, Head of Social Media Europe, WCGKerry Bridge, Social Media Communications Manager, Dell EMEA

2. Let’s Start With a Conclusion This is your customer You know how, where and when she discusses your brand online With whom With precision From awareness to ambassador Join peer network Form a trusted partnership http://picasaweb.google.com/lh/photo/ymWsJfDtfBl08zzMMxAkkg

3. What Social Media Is and Isn’t 3

4. It’s A New Game 4

5. It’s A New Game

6. The “Big 4”

7. Facebook (social network) 600 million users Over 50% log in daily Average user spends 55 minutes per day on site Other social networks Orkut RenRen SinaWeibo

9. http://yfrog.com/h3g76hj 9

10. LinkedIn (business network) Business networking LinkedIn Groups and company pages By the numbers: 90 million users 65 million unique visitors 5.5 billion page views Other business networks Xing Viadeo

12. YouTube (video sharing) 12 100 million monthly visitors 4th most visited site on the Web 2nd most popular search engine 20 hours of new video uploaded every minute

13. Twitter (micro blog) 200 million users About 25% are active

15. Why Social Media Matters Social media is changing how marketing and communication works It’s an affordable way to get results It’s rapidly growing Customers turn to you and their peers for answers Source: http://www.socialbrands100.com/ (March 11, 2011)

16. Customers Like To Do 3 Things Online Share Ideas – “Let’s improve the next product or service together” Share Product Knowledge– “Here is what I know…hope it helps you” Help Peers With Problems – “I had the same problem, here is what I did”

17. Steps… Listen  Plan  Engage 17

18. Step 1 - Listen Who the influencers are, with precision “Share of conversation” vs “share of voice” Where conversations are occurring that matter How news is shared and by whom Keywords that drive search What content your customers care about Who is defining your brand, pro+ or con- Know which conversations are defining your brand

19. Listen – Tools and Tactics Listening audit: Discover where people are talking about your brand and your industry online. Uncover key influencers Free and paid tools. Share insights and take action.

20. Step 2 - Plan and measure For example, an objective might be to: increase positive brand mentions online by 25 percent; or drive a 10 percent increase in traffic to the company Web site in a given timeframe; or to get people to share their e-mail addresses. Establish measurable objectives

21. Plan before you get started Example planning template:

22. Step 3 - Engage and join the conversation Build relationships with digital influencers. Generate positive word of mouth. Share thought leadership to demonstrate that your business is innovative. Manage issues and crisis situations by responding quickly. Influence mainstream media coverage. Expose brand evangelists within your own company. Put a human face on your brand

23. Engage rules of the road: Example rules of the road : Intel, Coca-Cola Are you adding value? Write what you know Be transparent Respect proprietary information Encourage comments Create some excitement 23

24. May 2008Dell Outlet Achieves $0.5M in Sales via TwitterCommunity team active on TwitterSmall Business blog launched October 2007Michael Dell quote in Business Week Jeff Jarvis story quote, “These conversations are going 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.” December 2006Ratings and Reviews on Dell.com June 2009Global Twitter Revenues of $6.5 M Community across the social web =3.5 million direct customer connections February 2006Michael Dell Asks Why don’t we reach out and help bloggers with tech support issues? August 2006Blog Outreach Expands Beyond Tech Support Engagement with anyone who commented about the company. Business model and other issues considered. February 2007IdeaStorm Launched A voting based site allowing customers and others to submit ideas for Dell. June 2009 $2M+ Sales via Twitter Dell outlet on Twitter surpasses $2 million in sales with another $1 million dollars in sales at dell.com March 2008Accepted Solutions launched on Community Dell France begins Online Community Outreach 2006 2008 March 2010China Micro-Blogging July 2006Direct2Dell LaunchedToday Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese. 2009 2007 2009Dell TechCenter A Collaborative Community for Datacenter pros grows by 400% April 2008Inside IT LaunchedBlog focused on business customers, and Cloud Computing. June 2007Dell joins Twitter Why don’t we reach out and help bloggers with tech support issues?Dell LaunchesEmployeeStormInternal Blogs Launched for Employees. January 2007StudioDell Launched Dell’s video and podcast site, with helpful tips and tricks. Eventually expanding this into the YouTube channel making sharing easier. 2010 January 2008Dell Aligns Organization for Success January 2009Dell Organizes in to 4 customer focused business units November 2007DellShares Launched The first investor relations blog by a public company. December 2009Huffington Post Blog Dell’s VP of Social Media and Community, Manish Mehta, begins blogging at Huffington Post June 2008Channel Blog Launched March 2006Community Outreach Team Formed Team begins by just listening and monitoring conversations to see what’s being said. The tech support experts are hand-selected for their tech problem-solving expertise and superior interpersonal skills. February 2008Twitter ExpandedStart experimenting with Twitter for business– another venue to help customers, but also thanking Dell customers. Outreach leads to some Twitters asking for help on purchases. Spring 2009Some Members of Community and Conversations deployed within each of the new Dell Business units

25. #1 Social media listening command centre 22K+ posts monitored daily by our Ground Control Team Monitoring in 11 languages 5 types of reports issued Integrated @DellCares Twitter team Engaging 1000+ customers per week 30% decline in negative commentary

26. Introducing Dell's Social Media Command Center http://www.youtube.com/watch?v=w4ooKojHMkA

27. # 2 Building an Online Influencer Relations Program Influencer identification project by BU, region or topic area Identify relationship owners Training Conversation tracker and tools Measure as part of communications monitoring - adding key online influencers to goldlist for reputation dashboard Going beyond virtual relationships Introducing Dell CAP Days (a ranters and ravers event) 27

28. Dell Customer Advisory Panel (CAP) Days After: Follow-up and Action Before: Identification & Buzz CAP Days: In-person Event Build relationships with identified attendees online Gauge tone and interests through survey Set agenda based on results – Ranters & Ravers Invitees prioritized based on size of social media reach Listen, Listen, Listen! Collect feedback via artist Third party moderator – part of community Measure the comments around key business areas (positive and negative Gauge value to attendees through survey Monthly updates to attendees Designate relationship owners for ongoing efforts to build advocates

29. Success of CAP Days US: One of our leading reputation drivers in June 138M Twitter reach Coverage in outlets including Mashable, Fast Company, others. Germany: 200+ tweets from attendees 200+ posts to XPS Forum 100% of attendees said that event “Exceeded expectations” China: Over 1200 posts on Sina 90% positive tonality Coverage highlights (across Sina, RenRen, microblogs and forums)

30. Principles Policy Governance Training & tools #3 Social Media & Community University

31. Austin - July London - Sept Xiamen - Nov Social Media unconferences

32. Key: Integrated Communication Social media is not stand-alone or a separate activity Long-term activity and resource commitment Integral to your marketing and communication mix Integral to the success of your efforts

33. Understand Who to Pay Attention to 33

34. Where Do You Look? Blogs Wikis Audio Images Social Networks Data/ Slides Micro-blogging Video Search Forums

35. There Are a Lot of Tools… Monitoring Tactical Strategic Listening

36. Getting It Right - Tips Listen  Plan  Engage Why are you listening? Listen for the sake of making changes Online influencers make for powerful advocates When building relationships, In-person > Virtual

37. Thank you @KerryatDell kerry_bridge@dell.com @Jangles nevillehobson@gmail.com