This document discusses the transformative impact of social media on global marketing and corporate social responsibility, emphasizing the necessity for companies to engage in authentic conversations with customers. It highlights Dell's role in enhancing social media strategies for organizations like the American Red Cross and Clemson University, particularly in disaster response and academic collaboration. Furthermore, it outlines the importance of social media listening in improving customer relationships, operational efficiency, and marketing effectiveness.

1. Powering the Possible through
Social Media
Anja Monrad, Executive Director, Global Marcom Operation
@anjamonrad
#SMWpoweringthepossible
Feedback: http://speakerscore.com/51RX
Global Marketing

2. Social media is changing our world - 2012
”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.” – Michael Dell
“We don't have a choice on whether we DO social media, the 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 465M+ 3.7B
Facebook users accessing via mobile Worldwide IM accounts
Twitter accounts
3rd largest 3,600 every minute of the day 48 hrs every minute of the day
”country” in the world New photos shared via Instagram new video uploaded to YouTube
Sources: Facebook, Twitter, LinkedIn, www.domo.com/social, www.radicati.com
2 Global Marketing

3. The new reality
I’ve never been so
scared about a tornado.
Home alone sitting on
the bathroom floor.
Wendy Harman
Dir. of Social Strategy for American Red Cross,
3 Social Media Services Group
2/20/2013 Global Marketing

4. Social Media and Corporate Social Responsibility
Social media and CSR should be a particularly powerful combination given that both are
rooted in the principles of authenticity, transparency, collaboration and community.
- The Guardian
Share the word of your causes
@dell4good, @poweringthepossible
Mobilizing your employees – sharing your CSR engagement story
Share expertise and skills to empower a NGO to utilize their full potential
4 Global Marketing

5. “Engaging in honest, direct
conversations with customers and
stakeholders is a part of who we
are, who we always has 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
Successful, innovative companies
the people who depend on us.”
tend to aspire to a greater
purpose that goes beyond the
- Michael Dell bottom line.
At Dell, we have always believed
that technology should be about
enabling human potential.
- Michael Dell
5 Global Marketing

6. Dell’s 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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7. 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‖ we reach out and help
t 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 Direct2Dell Community
June 2007 2009 University (SMaC U)
launched Today
Direct2Dell exists in English, Dell joined Twitter June 2008 Dell TechCenter launched
Spanish, Norwegian, Channel 5,000 team
Japanese and Chinese. EmployeeStorm January Spring 2009 members trained by 6 Awards for the Social
blog December
launched 2008 Members of end of year 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‖ video and podcast site, with
s 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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8. Listen, Learn, Engage & Act
Dell’s Social Media Listening Command Center
25,000 posts a day
Global Marketing

9. Empowering employees: Social Media & Community
University
Policy
Principles
Governance
Training & tools
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10. Social Media is changing the landscape for
humanitarian work
Increased need to be able to
• respond immediately to disasters using information gathered by monitoring the
social Web.
• more quickly connect people with the resources they need during a disaster,
such as food, water, shelter or even emotional support
Global Marketing

11. “What Dell has given us is an elevated view of the social media
conversation so that we can see more of it.”
- Laura Howe, Vice President of Public Relations, American Red Cross, United States

12. Enabling communication throughout emergencies
The DigiDoc Command Center enabled the American Red Cross to “listen” to more
than 542,947 social conversations during Hurricane Sandy.
Global Marketing

13. 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 its 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
faculty can hold classes and provide training on the tools. It was
through this collaboration that Dell and Clemson discovered several The University envisions rich partnerships between the university
parallels how social media listening can favorably impact business, and other industries to study the power and application of social
academia, and various other industries. media listening in business, academia, non-profit and all types of
entities.
30 Social Media Services Group

15. Social media services–what do you need?
I want to …
• build a training program.
• know what tools to use.
Best Practices • Strategies for specific
• find standard processes that I can follow. Seminars corporate & industry needs.
• strategize and efficiently drive awareness, demand, • Understand effectiveness of current
leads and message reach. initiatives.
• know when and how to scale a social media
Advisory Service • Establish strategic plan aligned with
solution. business goals, culture & ROI.
• track business & market intelligence to understand my
• Get daily/weekly/monthly reports
customers wants and needs. Listening and Gain a deeper understanding of their
• utilize analytics to improve customer support,
enhance product offerings or inform investor relations
Insights Service customers, competitors and industry
market needs.
for strategy development.
• manage the inflow of information. Listening • Benefit from Dells experience building
• understand what is being said about my brand and be a listening command center.
part of those conversations.
Command Center • Discuss best practices for running &
Build-outs integrating into their business.
15 Global Marketing

16. Thank you
Anja Monrad, Executive Director, Global Marcom Operation
@anjamonrad
#SMWpoweringthepossible
Global Marketing

17. 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
training and operation of their command center. public‖ needs
s
-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
17 Social Media Services Group

18. 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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