SlideShare a Scribd company logo
The Journey of Building a Social
Business: Corporate Culture, Employees
& Creating Powerful Social Connections
Richard Binhammer, Dell, Social Media
M2C, March 26, 2012, Hamburg, Germany
Technology is
changing business
again…social web is
at forefront
                      Global Marketing
Conversations
            are
       conversations
            not
          Business
         segments
                                           Where to find you
                                    Share with others how & why
                                    you have great products/services

                                         …………….and more

3                                                        Global Marketing
    Graphic thanks to @Gapingvoid
4   Confidential   Global Marketing
River Boat
    Business?




5                Global Marketing
Radio
    Business?




6               Global Marketing
Phone
    Business?




7   Confidential   3/26/2012   Global Marketing
This Is What Business Has Always Been About…Social brings
new dynamics to continuing to grow the intersection




           Business           Customer
            Value              Value



8
           Making Business Better              Global Marketing
Scaling????
                Listen, Learn, Engage & Act
9
    5 years: 4000 posts per day to 25,000 post per day
                                                Global Marketing
A Tool to be Leveraged Across the Fabric of a
Company: different functions, uses and values
Product Development           Marketing            Online Presence

• Feedback Loop          • Demand Forecast    • Ratings & Reviews
• Early Warning          • Lead Generation    • Communities
• New Product            • Message Reach      • Customer Stories
  Ideation
          Sales            Customer Service        Communication
•   Leads
•   Collaboration        • Listening          •   Rich Media
•   Thought Leadership   • Support Widgets    •   Brand Reputation
•   Blogs                • Outreach           •   Influence
                                              •   ReputationMarketing
                                                          Global
Six years of experiments and experience
    February 2006                          December 2006                   October 2007                                                May 2008                                            June 2009
                                                                                                                                                                                                              Dell named #1 most
    Michael Dell Asks                      Ratings and                     Michael Dell quote in Business Week                         Dell Outlet achieves                                Global Twitter     social brand in
    Why don’t we reach out and help        reviews on                      Jeff Jarvis story quote, “These conversations are           $0.5M in sales via Twitter                          revenues of $6.5 M ranking of 100 top
    bloggers with tech support issues?                                     going to occur whether you like it or not. Do you
                                           Dell.com                        want to be part of that or not? My argument is you
                                                                                                                                       Community team active on Twitter                                         brands
                                                                           absolutely do. You can learn from them. You can             Small Business
                                                                           improve your reaction time. And you can be a                blog launched
                 August 2006                                               better company by listening and being involved in
                 Blog outreach                                             that conversation.”
                 expands beyond                       February 2007                                        March 2008                                                                                March 2010
                 tech support                                                                              Accepted Solutions                                                                        China Micro-
                                                      IdeaStorm Launched                                                                        January 2009              June 2009
                                                                                                           launched on Community                                                                     Blogging
                                                      A voting based site allowing                                                              Dell Organizes in to      $2M+ Sales
                                                      customers and others to submit                       Dell France begins Online            4 customer focused
                                                      ideas for Dell.                                      Community Outreach                                             via Twitter                       Social Media Listening
                                                                                                                                                business units
                                                                                                                                                                                                            Command Center



2006                                          2007                                                         2008                                           2009                                   2010         2011
                                                                                                                                                                                                    Dell Social Media and
                                                                                                                                                                                                    Community University
              July 2006                                                                                                                                                                             launched/5,000 team
              Direct2Dell launched                                        June 2007                                            April 2008                                     2009                  members trained by
                                                                                                                                                                                                    end of year
              Today Direct2Dell exists in                                 Dell joins Twitter                                   Inside IT launched                             Dell TechCenter
              English, Spanish, Norwegian,                                                                  January                                                                                 (Aug.)
                                                                                                                               Blog focused on business
              Japanese and Chinese.
                                                                          Dell launches                     2008               customers, and Cloud
                                                                                                            Dell aligns        Computing.                                                              Altimeter recognizes Dell with
                                                                          EmployeeStorm                                                                      Spring 2009            December 2009      “Open Leadership Award for
                                                                          Internal Blogs                    organization
                                                                          Launched for                      for success
                                                                                                                                                             Some Members of        Huffington Post BlogInnovation and Execution”
                                                                                                                                                             Community and                                          (Oct.)
                                                                          Employees.
                                                                                                                                                             Conversations                              Dell
August 2006                              January 2007                                                                                                        deployed within each                       launches
Blog outreach                            StudioDell launched                                                                                                 of the new Dell                            B2B pages
                                                                                                                                                                                                        Facebook
expands beyond                           Dell’s video and podcast site,
                                                                                                               February 2008                                 Business units
                                                                                                                                                                                                        (Jun.)
tech Support                             with helpful tips and tricks.
                                         Eventually expanding this into       November 2007                    Twitter expanded
                                         the YouTube channel making           DellShares launched
                                         sharing easier.                      The first investor relations blog by
                                                                                                                                           June 2008
                                                                              a public company.                                            Channel blog
    11      Confidential                                                                                                                   launched                                               Global Marketing
Improve Data
     Quality

     Usability &
     Application




                        From Incident to
                    Aggregation and Meaning
12                   > Business ApplicationMarketing
                                         Global
ROI?

     Business Value
     across the full
     customer
     lifecycle




13                     Global Marketing
Yes Virginia, there is ROI Business Value: It is
measurable in many forms, there is not 1 number …




                                          Global Marketing
Social media
                               improves Dell’s reach
                               and share of voice
 Social media
 keeps
 customers                                                      Established
                                    AWARENESS                   causality
 engaged,
 provides                                                       between social
 solutions and                                                  media activity
                                                                and purchase
 improves loyalty                                   RESEARCH
                     LOYALTY AND                      AND
                      ADVOCACY                     CONSIDERAT
                                                       ION

Social media based                                              Social Media
support improves                                                provides high
sentiment and           CUSTOMER               DEMAND AND       business value and
correlates with          SERVICE/                               contributes to
                                                  LEAD          demand gen
higher revenue                                  GEN/SALES
                         SUPPORT                                vehicle



                                                                  Global Marketing
Governance




16            Global Marketing
Customer Connected Employees
are your company’s rock stars
17                              Global Marketing
Fundamental Changes to Organizations and Operations

• Mass Media                       • Individualized Information
• Control and Push Messaged        • Conversation, Collaborate, Connect
• Institutions to distribute and   • People and Relationships to
  connect                            connect and build
• Issue Management                 • Rapid Response/Agility
• Deadlines                        • Real Time
• Just the Facts                   • Facts and Feelings
• Powerful Media                   • Powerful Networks
• Target Audiences                 • Communities
• Announce/All answers             • Listen and Collaborate
• Top Down                         • Leadership and Bottoms Up too


18   Confidential   3/26/2012                               Global Marketing
Sizzle? or The Hard Work of Getting it Done for
Better Business




 19   Confidential   11/29/2011       Global Marketing

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Marketing 2 conference hamburg march 2012

  • 1. The Journey of Building a Social Business: Corporate Culture, Employees & Creating Powerful Social Connections Richard Binhammer, Dell, Social Media M2C, March 26, 2012, Hamburg, Germany
  • 2. Technology is changing business again…social web is at forefront Global Marketing
  • 3. Conversations are conversations not Business segments Where to find you Share with others how & why you have great products/services …………….and more 3 Global Marketing Graphic thanks to @Gapingvoid
  • 4. 4 Confidential Global Marketing
  • 5. River Boat Business? 5 Global Marketing
  • 6. Radio Business? 6 Global Marketing
  • 7. Phone Business? 7 Confidential 3/26/2012 Global Marketing
  • 8. This Is What Business Has Always Been About…Social brings new dynamics to continuing to grow the intersection Business Customer Value Value 8 Making Business Better Global Marketing
  • 9. Scaling???? Listen, Learn, Engage & Act 9 5 years: 4000 posts per day to 25,000 post per day Global Marketing
  • 10. A Tool to be Leveraged Across the Fabric of a Company: different functions, uses and values Product Development Marketing Online Presence • Feedback Loop • Demand Forecast • Ratings & Reviews • Early Warning • Lead Generation • Communities • New Product • Message Reach • Customer Stories Ideation Sales Customer Service Communication • Leads • Collaboration • Listening • Rich Media • Thought Leadership • Support Widgets • Brand Reputation • Blogs • Outreach • Influence • ReputationMarketing Global
  • 11. Six years of experiments and experience February 2006 December 2006 October 2007 May 2008 June 2009 Dell named #1 most Michael Dell Asks Ratings and Michael Dell quote in Business Week Dell Outlet achieves Global Twitter social brand in Why don’t we reach out and help reviews on Jeff Jarvis story quote, “These conversations are $0.5M in sales via Twitter revenues of $6.5 M ranking of 100 top bloggers with tech support issues? going to occur whether you like it or not. Do you Dell.com want to be part of that or not? My argument is you Community team active on Twitter brands absolutely do. You can learn from them. You can Small Business improve your reaction time. And you can be a blog launched August 2006 better company by listening and being involved in Blog outreach that conversation.” expands beyond February 2007 March 2008 March 2010 tech support Accepted Solutions China Micro- IdeaStorm Launched January 2009 June 2009 launched on Community Blogging A voting based site allowing Dell Organizes in to $2M+ Sales customers and others to submit Dell France begins Online 4 customer focused ideas for Dell. Community Outreach via Twitter Social Media Listening business units Command Center 2006 2007 2008 2009 2010 2011 Dell Social Media and Community University July 2006 launched/5,000 team Direct2Dell launched June 2007 April 2008 2009 members trained by end of year Today Direct2Dell exists in Dell joins Twitter Inside IT launched Dell TechCenter English, Spanish, Norwegian, January (Aug.) Blog focused on business Japanese and Chinese. Dell launches 2008 customers, and Cloud Dell aligns Computing. Altimeter recognizes Dell with EmployeeStorm Spring 2009 December 2009 “Open Leadership Award for Internal Blogs organization Launched for for success Some Members of Huffington Post BlogInnovation and Execution” Community and (Oct.) Employees. Conversations Dell August 2006 January 2007 deployed within each launches Blog outreach StudioDell launched of the new Dell B2B pages Facebook expands beyond Dell’s video and podcast site, February 2008 Business units (Jun.) tech Support with helpful tips and tricks. Eventually expanding this into November 2007 Twitter expanded the YouTube channel making DellShares launched sharing easier. The first investor relations blog by June 2008 a public company. Channel blog 11 Confidential launched Global Marketing
  • 12. Improve Data Quality Usability & Application From Incident to Aggregation and Meaning 12 > Business ApplicationMarketing Global
  • 13. ROI? Business Value across the full customer lifecycle 13 Global Marketing
  • 14. Yes Virginia, there is ROI Business Value: It is measurable in many forms, there is not 1 number … Global Marketing
  • 15. Social media improves Dell’s reach and share of voice Social media keeps customers Established AWARENESS causality engaged, provides between social solutions and media activity and purchase improves loyalty RESEARCH LOYALTY AND AND ADVOCACY CONSIDERAT ION Social media based Social Media support improves provides high sentiment and CUSTOMER DEMAND AND business value and correlates with SERVICE/ contributes to LEAD demand gen higher revenue GEN/SALES SUPPORT vehicle Global Marketing
  • 16. Governance 16 Global Marketing
  • 17. Customer Connected Employees are your company’s rock stars 17 Global Marketing
  • 18. Fundamental Changes to Organizations and Operations • Mass Media • Individualized Information • Control and Push Messaged • Conversation, Collaborate, Connect • Institutions to distribute and • People and Relationships to connect connect and build • Issue Management • Rapid Response/Agility • Deadlines • Real Time • Just the Facts • Facts and Feelings • Powerful Media • Powerful Networks • Target Audiences • Communities • Announce/All answers • Listen and Collaborate • Top Down • Leadership and Bottoms Up too 18 Confidential 3/26/2012 Global Marketing
  • 19. Sizzle? or The Hard Work of Getting it Done for Better Business 19 Confidential 11/29/2011 Global Marketing

Editor's Notes

  1. Entering another period of rapid innovation and change in the role technology plays in how we run our business; the products and services we offer and how we communicate, collaborate and respond to our customers – in a b2c or b2b contextRecent report released by Dell and Intel – entitled the Evolving Workforce we have explored some of the ways technology is changing the workplace again. And some of the social, technological and economic factors that are influencing that – gen Y entering our workforces (the first fully Internet generation); consumerisation of business technology; expectations of corporate transparency in the social era etc.Focus here on how we have changed as a business with the emergence of the social web – or social media. But this is just one of the ways our relationships and dialogue with customers of all types have changedCustomers are using the social web throughout their personal and business life.  They increasingly expect their financial service provider to engage directly with them or provide services and information there too.  Clearly in retail banking but increasingly in the b2b world too.Transparency/access and online reputaiton is a dominant factor in who we choose to buy from or work with.We also expect to be asked for feedback and to see the company respond with improvements or new products and services.We turn to the social web to assess the quality not just of the company’s products and services; but to see what customers think of them – and to ask for advice.We have too much choice so we turn to trusted intermediaries to help us navigate – and we don’t need deep relationships with these ‘advisors’ to trust what they say.Your brand exists not on your website or in your advertising alone – it is not only defined (and certainly not controlled) by you…it is defined by what comes up on a search engine or is said in Twitter. It is not within your 100% control…but this is not always a bad thing.As well as helping your run your businesses more efficiently – the change technology is bringing and developments like social media have the ability to turn that heavy investment to your commercial advantage.Even in regulated sectors like finance the same opportunities and threats hold true. A bad rating for service on an influential blog or a recommendation for a product on an online financial community can make the difference between success or failure.Companies or brands that ‘get it’ or embrace social web will succeed. Those that don’t – won’t.
  2. August 2006Blog Outreach Expands Beyond Tech SupportEngagement with anyone who commented about the company. Business model and other issues considered.August 2006Blog Outreach Expands Beyond Tech SupportEngagement with anyone who commented about the company. Business model and other issues considered.June 2007Dell joins TwitterWhy don’t we reach out and help bloggers with tech support issues?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.May 2008Dell Outlet Achieves $0.5M in Sales via TwitterCommunity team active on TwitterJune 2009 $2M+ Sales via TwitterDell outlet on Twitter surpasses $2 million in sales with another $1 million dollars in sales at dell.com 2009Dell TechCenterA Collaborative Community for Datacenter pros grows by 400%December 2009Huffington Post BlogDell’s VP of Social Media and Community, Manish Mehta, begins blogging at Huffington PostJune 2009Global Twitter Revenues of $6.5 M Community across the social web =3.5 million direct customer connections
  3. Our current daily listening reports are circulated widely across the company; We also have incident-specific reports that are generated at the BU level or through our central ground control.Driven deeper understanding of customers, brand, industry and technology trends through social, research, and analytics• Strengthen listening and the use/action related to Data (ENGAGEMENT), through:o Improved data quality (through natural language processing)o Consolidated and improved set of reports – optimize for insights and leadership vs. volume of reportso Content and audience strategy o Solved dis-connects with other key data sources (brand, NPS, etc) to tell a consolidated story
  4. we have established new policies and governance so that our social media efforts are methodical, logical and coherent and resonate across our business in a meaningful manner….When we convened the Facebook Reinvention project in October 2009, there were more than 100 Dell brand pages and scores of Dell groups. The majority of these were abandoned, redundant, off brand and/or mis-managed. We defined Dell’s Facebook strategy, guidelines, best practices and processes, bringing the total pages down to 37 organized, structured and managed communities. The core team then expanded into all social media properties, like Twitter, leveraging our social media strategy, processes and guidelines to ensure adherence to FTC and other local policies, alignment to the brand, tracking, analytics, operating efficiencies and more. The dozen people on the original global, cross-segment core team now has 39 representatives from the company all contributing to Dell’s continued effective use of social.
  5. Fundamentally we see ourselves as doing the hard work of building on momentum of past 18 months to make social media a key driver of business results and customer-centricity across Dell. We also are focused on driving deeper understanding of customers, brand, industry and technology trends through social, research, and analytics