how dell is using social media to deepen customer relationships and build trust
DESCRIPTION
Liz Brown Bullock, Director of Social Media and Community, Dell, presents how Dell has used social media to build trust and deepen customer relationships by listening, engaging and acting. Presentation at Marketing Science Institute Board of Trustees Meeting April 2013 with the topic, Building Trust in a Digital Age.TRANSCRIPT
How Dell is using social media to deepen relationships & build trustLiz Bullock, Director Social Media & Marketing
Liz Brown Bullock (LinkedIn)
@lizbbullock
#MSITMtg
Global Marketing
Power of social media:
More than ever – a company’s brand is influenced by what consumers are saying about the brand
How companies market, sell to and support their customers is changing…
25% of search results for the world’s top 20 largest brands are links to user-generated content
(Socialnomics, ’09)
A professor or person like you is trusted 2x as much as a chief executive or government official
(Edelman Trust Barometer, ‘13)Confidential2
90% trust recommendations from people they know. 70% trust consumer opinions posted online. 14% trust advertising (Nielsen, 2009)
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Engage or Die…
Customers expect more. • In 5 years trust attributes have
shifted from operational excellence to more engaging, external facing behaviors– Listens to customer needs and
feedback– Takes responsible actions to
address an issue or crisis
Tops down message won’t cut it alone anymore. • Action consumers, social
activists, employees involved in real-time, peer to peer dialogues
• Edelman Trust Barometer 2013
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Dell’s Social Media Journey
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January 2008Dell aligns organization for success
August 2006Blog outreach expanded beyond tech Support
December 2006Ratings and reviews launched on Dell.com
July 2006Direct2Dell launchedToday Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese.
February 2006Michael Dell askedWhy don’t we reach out and help bloggers with tech support issues?
January 2007StudioDell launchedDell’s video and podcast site, with helpful tips and tricks. Eventually expanding this into the YouTube channel making sharing easier.
February 2007IdeaStorm launchedA voting based site allowing customers and others to submit ideas for Dell.
June 2007Dell joined Twitter
EmployeeStorm launchedInternal Blogs Launched for Employees.
October 2007Michael Dell quoted in Business WeekIn response to Jeff Jarvis question around whether companies want to be part of the online conversation: ”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.”
November 2007DellShares launchedThe first investor relations blog by a public company.
March 2008Accepted Solutions launched on Community Dell France begins Online Community Outreach
May 2008Dell Outlet achieved$0.5M in sales via Twitter
April 2008Inside IT launchedBlog focused on business customers, and Cloud Computing.
June 2008Channel blog launched
January 2009Dell Organizes into four customer focused business units
Spring 2009Members of Community and Conversations deployed within each of the new Dell Business units
June 2009$2M+ Salesvia Twitter
2009Dell TechCenter
June 2009Global Twitter revenues of $6.5 M
December 2009Huffington Post Blog
March 2010Dell joins Sina Weibo in China
2006 2007 2008 2009 2010 2011
Altimeter recognized
Dell with “Open Leadership Award for Innovation and
Execution”
Social Media & Community University (SMaC U) launched5,000 teammembers trained byend of year
B2B pages on Facebook
Dell named the No. 1 most social brand
6 Awards for the Social Media Listening Command Center
June 2010CAP Days launched In-person events for vocal online customers
December 2010
Social Media Listening Command
Center launched
Seven years journey of embedding social to be a better business
5
2012
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Listen, Engage, Act
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Customer
Listen to customer conversations across online
Customer Needs Brand ReputationIdeas
• Tech & care support• Sales support
• IdeaStorm• Collaboration• Providing communities
• Thank you & delight• Employee advocacy
Sales Marketing Product Group HR Online
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Listening to Be A Better Business, across the Business
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Dell’s CAP Days & Social Think Tanks
Customers giving feedback on Dell’s business
Dell facilitating topic-based discussions & brainstorms with influencers not customers
Outside In Inside OutCustomer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer
Dialogue
Influencer
Dialogue
Influencer
Dialogue
Influencer
Dialogue
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IdeaStorm & Storm Sessions
Launched in 2007 to provide customers with avenue to share ideas on products, services and operations
• 60,000+ User Accounts• 18,000+ Ideas• 739,000+ Votes• 97,000+ Comments• 520 Ideas Implemented
Most recently supported new product launch (Project Sputnik) to address new target audience (developers)
• Ideastorm members 50% higher in revenue vs. non members
• Purchase Frequency 33% higher
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Customer Experience
Social Outreach team formed in 2006 • Tech support experts were then
hand-selected for their tech problem-solving expertise and superior interpersonal skills
• On average team addresses 3,000 posts a week in 11 languages– 98% resolution rate– 45% ranters to ravers conversion– Team proactively developing helpful
content based listening and engagements
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Thanking Customers #DellLove
Surprise & delight our customers to create memorable experiences• Weekly videos created to thank customers• Ability to answer questions or offer Product Recommendations• 200+ videos created to date with 4MM+ reach• http://www.youtube.com/watch?v=En5putiBDTg
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“By creating this video to thank me, Dell has successfully evangelized itself … I will go on and on about this incident anytime someone talks to me about Dell or seeks my advice while buying a computer. And so I act as an evangelist for Dell which can possibly get them more business.” – Social Paparazzi, HappyMarketer.com
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Drive cultural change: Training, enablement & customer-connection
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Empowering employees: Social Media & Community University
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Policy
Principles
Governance
Training & Tools
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SocialSME (Subject Matter Experts)
Train SME’s to be social thought leaders, develop key influencer and customer relationships and thrive in relevant online communities
Value: Impact Dell’s share of voice, sentiment, SEO, solutions and ultimately sales
Individual scorecards: Revenue, share of voice, earned media value, SEO and engagement
Confidential14 04/11/2023Credibility Sees Dramatic Changes: Edelman Trust Barometer 2012
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Closing with final thoughts…
• #1 Trust is not a commodity. It cannot be bought, it must be earned
• #2 Embrace all channels of communication both offline and online and actively listen
• #3 Provide opportunities for your consumers, advocates and employees to co-create and be part of your process
• #4 Engagement and Integrity are critical for success in building Trust
• #5 Train your employees – and even offer a class on listening for insights and how to bring into the business
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Thank You
Q&A