The document provides an overview of the evolution and significance of social media, highlighting its growth from 2000 to 2012, with key statistics about user engagement and mobile access. It discusses the challenges businesses face in adopting social media, stresses the importance of engaging with customers, and details Dell's successful strategies and experiences in social media management. Additionally, it showcases case studies on how Dell has assisted companies like Kraft Foods, Aetna, and the American Red Cross in enhancing their social media practices.

1. Social Media
Overview
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2. The 2000 Source: PEW Internet Reports
internet 46% of adults use internet
5% with broadband at home
―then‖… 0% connect to internet wirelessly
<10% use “cloud” = slow, stationary
connections built around my computer
The rapid pace of change is
changing the game. 2012
80% of adults use internet
65% with broadband at home
88% own a cell phone
63% connect to internet wirelessly
… and the >two-thirds use “cloud”=
fast, mobile connections built
internet ―now‖. around outside servers and storage
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3. How social media is changing our world - 2012
If Facebook were a country, it “We don‖t have a choice on whether we DO social media, the
would be the world‖s 3rd largest. question is how well we DO it.” – Erik Qualman, Socialnomics.net
1B 140M+ 187M+
Users on Facebook active Twitter users Professionals on LinkedIn
34,722 every minute of the day 100K every minute of the day 2 new members
tweets sent by users
“likes” for brands on Facebook per second on LinkedIn
600M 3,600 every minute of the day 3.7B
Facebook users accessing via mobile New photos shared via Instagram Worldwide IM accounts
465M+ 48 hrs every minute of the day 2M every minute of the day
Twitter accounts new video uploaded to YouTube Google search inquiries
Sources: Facebook, Twitter, LinkedIn, www.domo.com/social, www.radicati.com
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4. Bringing with it challenges of culture vs. adoption
• Should I have a • I don‖t know where to start.
dedicated social
Skilled Customer • Who are my influencers?
media team?
• Which social media resources feedback • What do customers say
about us?
channels would be
most relevant for my
business?
The areas of
challenge
• How do I manage the • How do I build a
inflow of information? training program?
Too much Tools and
• I can‖t determine the ROI. • What tools do I use?
information processes
• I don‖t know how to • Are there any standard
scale a social media processes that I can
solution. follow?
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5. Social is
here to stay.
Engage or be ”These conversations are
going to occur whether you
left behind. like it or not. Do you want to
be part of that or not? My
argument is you absolutely do.”
– Michael Dell
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6. Dell’s Social
Media Journey
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7. “Engaging in honest, direct conversations
with customers and stakeholders is a part
of who we are, who we‖ve always been. The
social web amplifies our opportunity to listen
and learn and invest ourselves in two-way
dialogue, enabling us to become a better
company with more to offer the people
who depend on us.”
–Michael Dell
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8. Over six years of social media experience
Altimeter
March 2008 June 2009 Dell
February 2007 recognized Dell
Accepted Solutions Global Twitter with “Open named
February 2006 IdeaStorm launched launched on Community revenues of Leadership Award the No.
A voting based site allowing for Innovation and
Michael Dell asked Dell France begins Online May 2008 $6.5 M 1 most
customers and others to Community Outreach Execution”
Why don‖t we reach out and help submit ideas for Dell. Dell Outlet achieved social
bloggers with tech support issues? October 2007 $0.5M in sales via Twitter brand
Michael Dell quoted in Business March
December 2006 Week 2010
Ratings and In response to Jeff Jarvis question around Dell
whether companies want to be part of the January 2009 joins
reviews launched online conversation: ”My argument is you December 2010
Dell Organizes June 2009 Sina
on Dell.com absolutely do. You can learn from them. You Social Media
can improve your reaction time. And you can into four $2M+ Sales Weibo Listening
be a better company by listening and being customer via Twitter in Command
involved in that conversation.” focused China Center launched
business units
2006 2007 2008 2009 2010 2011
Social Media &
July 2006 Community
June 2007 2009 University (SMaC U)
Direct2Dell launched
Today Direct2Dell exists in Dell joined Twitter June 2008 Dell TechCenter launched
English, Spanish, Norwegian, Channel 5,000 team
EmployeeStorm January Spring 2009 members trained by 6 Awards for the
Japanese and Chinese. blog December
launched 2008 Members of end of year Social Media Listening
launched 2009
Internal Blogs Launched Dell aligns Community Command Center
Huffington
January 2007
for Employees.
organization and
Post Blog
StudioDell launched November 2007 for success Conversations B2B pages on
Dell‖s video and podcast site, with DellShares deployed Facebook
August 2006 helpful tips and tricks. Eventually
launched within each of
expanding this into the YouTube April 2008
Blog outreach The first investor the new Dell
channel making sharing easier. Inside IT launched June 2010
expanded beyond relations blog by a Blog focused on business Business units
public company. CAP Days launched
tech Support customers, and Cloud In-person events for vocal
Computing. online customers
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9. Recognition for Dell social leadership
We’ve received industry recognition for engagement and listening
Dell‖s Listening
Dell‖s Social
Command Center
Media and
won the CeBIT
Community
Australia Innovation The Bees Awards for Social Media The American Business Award for Customer team won
Award for 2011. Marketing. Dell won for Best Use of Service Team of the Year presented to Dell for
Presented in May award for best Social CRM
Analytic Tools for our Listening the Listening Command Center in June 2011.
2011. Strategy.
Command Center.
Dell Listening Command Dell‖s Listening Command Dell Ranked as #1 Social Brand
Center wins @PRNews 2011 Center receives Forrester followed by NIKE, Starbucks, Best Buy
Digital PR Award for “Best Groundswell Award Presented UK, BBC, Nokia, Amazon, Sony
Listening Campaign” and “Best in October 2011. PlayStation, Adidas, Coca-Cola and
Website Marketing”. others.
Our leadership is regularly cited by authors and is helping customers win awards
Red Cross co-won the 2012 Clemson University won
Digital PR Team of the Year the 2012 Innovation in
from the PR News Digital PR Education Award from the
Awards for their social media InnoVision Technology
humanitarian and digital Awards for their Social
fundraising efforts. Media Listening Center.
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10. Dell’s direct and online heritage
First to sell complex First company to hit $1M a day Leader in online frictionless
configurable items in online revenue commerce from order to delivery
One of the first to launch online One of the first companies to Early adopter of
discussion forums launch online support social media
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11. Our point of view on social business value
To embed social media in
the fabric of the company Listen Engage Act
Over 25,000 daily Closing the loop with Thousands of Powerful communities Customer ideation
global conversations our customers and employees
influencers trained and
growing Services
Products Marketing Online
Solutions
Customer Comms
Sales HR
Service and PR
Broad social networks Embedding across all business functions
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12. How social media is embedded throughout Dell
Listening impacts NPS, OpInc and Brand
Product development Marketing Online presence
• Feedback loop • Demand forecast • Ratings and reviews
• Early warning • Lead generation • Communities
• New product ideation • Message reach • Customer stories
Sales Customer service Communication
• Collaboration • Listening • Rich media
• Thought leadership • Support widgets • Brand reputation
• Blogs • Outreach • Influence
• Reputation
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13. Listening From 4,000 to 25,000 mentions per day
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14. Social Media & Community University (SMaC U)
Principles
Policy
Governance
Training, Certification and Tools
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15. Social Media
Services Group
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16. Dell’s Social Media Services Group (SMSG)
• The Social Media Services Group (SMSG) is a trusted advisor to those interested in:
– Understanding what is being said about their brand, industry, competitors, products, etc.
– Improving customer relationships via social media.
– Building their social media strategy.
• This is a unique collaborative approach between Marketing and Services, which allows customers
to leverage Dell‖s thought leadership, intellectual capital and innovative ideas.
• The group can extend Dell‖s social media experience and expertise to customers across various
industry segments and sizes.
• The offers are designed to support nascent to mature customers along their social media journey.
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17. Social Media
Services
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18. Social media services–what do you need?
I want to …
• build a training program.
Best Practices
• know what tools to use.
• find standard processes that I can follow. Seminars
• strategize and efficiently drive awareness, demand, leads and
message reach. Advisory Service
• know when and how to scale a social media solution.
• effectively track business and market intelligence to understand my
customers‖ wants and needs. Listening and Insights
• utilize analytics to improve customer support, enhance product Service
offerings or inform investor relations for strategy development.
• manage the inflow of information. Listening Command
• understand what is being said about my brand and be a part of those
conversations. Center Build-outs
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19. Social media services
Experience to transform and lead
Best Practices Seminars Advisory Service Listening and Insights Listening Command
Service Center Build-outs
… enable customers to:
• Learn best practices from • Optimize the tactical • Get daily, weekly, • Benefit from Dell‖s
Dell case studies and elements of their social monthly reports that experience building their
scenario role-playing. media strategy. capture social media own listening command
• Get social media • Understand the conversations and center.
strategies for their effectiveness of their provide insights. • Discuss best practices for
specific corporate and current strategy and • Gain a deeper staffing, running and
industry needs. initiatives. understanding of their integrating the command
• Find out how they can • Establish a strategic plan customers, competitors center into their business.
use social media in alignment with and industry market
effectively. business goals, culture needs.
and ROI.
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20. Comments from our customers
Clemson The American Red
Kraft Foods Aetna Cross
University
Kraft participated in a one-day A listening command center built with Aetna participated in a two-day The American Red Cross and Dell
seminar on listening and Dell and Radian 6 is incorporated into seminar on building a training launched a new Digital Operations
experiencing a day in a command their Creative Inquiry program. program. Center, the first social media-based
center. “In academia, what are we all competing “This course (building training) really operation devoted to humanitarian
“Dell is a social media leader … a peek for? The best and the brightest. This helped me wrap my mind around relief, demonstrating the growing
inside showed why!” center can give us a leg up. It‖s the architecture of a social media importance of social media in
unexplored space.” education program and how to emergency situations.
Kraft told Dell: –Jim Bottum, chief information officer think through the course design for The American Red Cross at the
“Access to Executives and SMEs is very and vice provost different audiences.” command center launch said,
valuable.” The most valuable element of the “The use of social media during disasters
“Personalization is highly valued and This “forces students to recognize a) you Building Training seminar was the has grown exponentially in recent years,
differentiates the seminar in the can‖t catch everything, b) you can catch ability to see and discuss a tangible and this partnership with Dell will enable
marketplace.” too much, and c) you have to prioritize framework. The certification packet us to better understand and anticipate
“Seeing” where everything happens is what you‖re listening for.” –Jason alone added a ton of value.“–Dan disaster needs and help connect people
part of the value of the seminar. Thatcher, assoc. professor, department Brostek, head of member and with the resources they need during
of management consumer engagement emergencies.”
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21. Best practices seminars at a glance
These rich, interactive sessions are customized for your needs and go beyond traditional, slide-based
lectures. You‖ll experience best practices for application in your own corporate culture. Leadership
fundamentals are shared and key take-aways will provide starting points for operationalizing your strategy.
Social Media for the • Impact and Urgency of Social Media • Social Customers and Employees
Executive • Models of Social Maturity • Listening/Engagement Importance
The Roles of Social • Intimacy of Social Media • Governance
Media Listening and
Use of Its Data • Listening Efficiencies • Set Up and Processes for Scaling
Experience a Day in
• Highly Personalized and Interactive • Understanding Critical Decision Making
the Listening
Experience on Command Center Functions During Viral Situations
Command Center
Developing a Social
Media Training • Where to Start/Training Journey • Logistics and Deployment
Roadmap • Curriculum Design Options • Certification and Governance
Create a Social • Continuation of the Developing Social • Leverage Dell’s Curriculum and Class
Media Training
Course Media Training Roadmap Seminar Development Methodology
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22. Advisory Service framework and approach
This can assist with:
Social Operations - Influencer/Advocacy
(Building and - Competitors
optimizing a social - Governance
media practice) - Tools/Reporting
Determine Your - Content Strategy
Intended Social
Media Focus Area This can assist with:
Social Business - Culture/Adoption
(Integrating social - Organizational Alignment
media across the
- Funding
enterprise)
- Social Data Integration
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23. Listening and insights service
Actionable Insights Amplify Your Message
Insights from social Identify key influencers
conversations lead to and channels with
actionable decisions. whom to engage.
Leverage
Understand Customer intellectual Gauge Sentiment
Use direct, unbiased capital and Identify actions to
feedback to improve capabilities improve customer
products and services. from the No. 1 perceptions and your Net
social brand Promoter Score.
Market Intelligence Protect Your Brand
Keep a pulse on brand Enable viral warning,
versus competitor risk mitigation and crisis
conversations. management for the
social sphere.
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24. Build a social media listening command center
Design Build Integrate Run
Consultation on Project management Creation of daily Post-deployment
hardware, software for vendor operational and hot consultation on
vendor selection, as coordination, as well issues processes, as integration with
well as the space‖s as the launch event well as the business strategy,
look, feel and identification and culture, ongoing
construction training resources, support, etc.
etc.
A suite of offers ranging from the basics to a full solution
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25. For sales inquiries, contact:
Eric Nystrom
Director Social Media & Community
eric_nystrom@dell.com
+1 (408) 348-9779
Thank you
Social Media Services Group

26. Appendix
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27. What Dell did for Kraft Foods
Challenge
As a company with experience and strong
knowledge in social media, Kraft was interested in
learning from Dell how to push the social
programs they had to the next level, as well as to
understand how to spread listening across the
organization and the value/role that a Listening Kraft Foods
Command Center can play in that evolution.
During a full-day session, Kraft participated in the
Approach Roles of Social Media Listening and Use of Its
Data and Experience a Day in the Command
Dell spent quite a bit of time researching the Kraft Center seminars.
brands to analyze conversational content found
within social media. That insight was incorporated Benefits
into two seminars, which involved discussion- Both Dell and Kraft exchanged ideas during the
based learning, as well as role-playing scenarios. seminar and obtained valuable learning. Kraft was able
The result was a customized, interactive and to see first-hand how Dell leverages and is organized
engaging day for the customer. around listening and how they act with this data.
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28. What Dell did for Aetna
Challenge
Aetna was ready to ramp their social media efforts
and knew they had to get their employees on
board, but they weren‖t sure how to set up a
training program, especially on a broad scale.
They needed help focusing their efforts into a
solid and easily approachable roadmap.
Aetna
During a full-day session, Aetna participated in
Approach the Building a Training Program and Building a
Training Program+.
At the beginning of the course, Dell consulted
with Aetna to understand their training vision and
needs, such as the scope of training desired. Benefits
Prepared with a social media policy, Dell was able Aetna relied on Dell to ask them pertinent questions for
to not only provide recommendation on their desired outcome and keep them on track. They also
approaches, but also curriculum discussions to walked away with a team understanding next steps and a
aide in the creation of their own training materials. curriculum to provide to their employees.
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29. What Dell did for the American Red Cross
Challenge
The American Red Cross has been a leader in the social
media space for some time, but looked to Dell for help
with how to scale their social media operations during
major disasters. They were in need of assistance scaling
to the efforts required of an organization with such
worldwide exposure and direct effect on human life.
The American Red Cross
Approach This is the first social media command center devoted to
Dell was brought in to construct the project—and they humanitarian relief and demonstrates the power social
media can lend during emergency and crisis situations.
modeled it on their own Social Media Listening Command
Center, which is used to track brand sentiment and Benefits
chatter. They consulted not only on the space - Improved sourcing of data and identification of trends in
configuration and build, but they also helped the disaster-affected areas
American Red Cross establish processes for the successful - Significantly improved ability to anticipate and respond to the
public‖s needs
training and operation of their command center.
- Ability to more quickly connect people with the resources they
The DigiDoc Command Center enabled the American Red Cross to “listen” to need during a disaster, such as food, water, shelter or even
more than 542,947 social conversations during Hurricane Sandy. emotional support
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30. What Dell did for Clemson University
Challenge
Dell uses social media listening to enhance customer relationships
and for marketing and business development, but Clemson wanted
to explore how it could be used in academia. Clemson saw how
corporations have adapted to new business and economic realities
and they wanted to ensure their faculty and students had access to
this same technology. Both Dell and Clemson had to figure out how
to work together to advance each other without taking their eyes off
their own respective missions. Clemson University
This space will be used for alternate academic research
Approach methods, as well as innovative learning environments, putting
Clemson at the forefront of a new education technology
The build of this command center required collaboration: Dell frontier.
brought first-hand experience for it‖s successful set-up and operation
Benefits
and Clemson shared insight for the development of an effective Clemson University decided to incorporate social media listening
learning environment, which now includes a teaching area where into the university‖s successful Creative Inquiry program
By building a command center and understanding key
faculty can hold classes and provide training on the tools. It was
processes, an organization is well prepared to successfully
through this collaboration that Dell and Clemson discovered several The University envisions rich partnerships between the university
handle day-to-day conversations, as well as quickly
parallels how social media listening can favorably impact business, and other industries to study the power and application of social
address and manage crisis events.
academia, and various other industries. media listening in business, academia, non-profit and all types of
entities.
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31. What Dell did for AMD
Challenge
AMD sought help from the Dell Social Media Services Group to
assess and refine their overall social media strategy.
AMD (Advanced Micro Devices)
Approach To help assess and improve their current social media
activities and prepare for their future efforts, Dell
Dell leveraged its social media capability maturity framework provided Advisory Services to AMD.
and results of stakeholder interviews to assess AMD‖s existing
social media strategy and current capability maturity. The
scope of analysis included assessment of existing social eco- Benefits
systems, including tool and technology deployment, social AMD received a framework to drive and mature its social
media governance, engagement methodologies, advocate capabilities. The analysis helped to provide a view across
strategies, social platform consolidation, branding initiatives, multiple stakeholder groups of the current state and identify
organizational models to drive adoption and the timing and future improvements in the areas of governance, people,
priority of ongoing and planned investments. processes and technology.
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