Leverage Social Media to drive your business

Simone Versteeg PR & Corporate Communications Manager Dell – @simoneversteeg

A leading global provider of technology solutions

Founded by CEO Michael Dell for

$1,000 in 1984

Over $60bn revenue

103,000 team members in

64 countries

8,000 Dell employees participated Social Media trainings

of which 3,000 are certified

25,000 online posts about Dell each day

98% resolution rate on Social Outreach Services (like @DellCares @DellLuistert)

First company to hit $1M a day in online revenue

One of the first companies to launch online

support

First to sell complex configurable items

Leader in online frictionless

commerce from order to delivery

Dell’s Direct & Online Heritage: Critical Enabler

One of the first to launch online

discussion forums

Early adopter of social media

June 2005 – August 2006: Several Online Issues = Offline too

Global Marketing

Five years of experiments and experience

August 2006 Blog outreach expands beyond tech Support

August 2006 Blog outreach expands beyond tech support

December 2006 Ratings and reviews on Dell.com

July 2006 Direct2Dell launched Today Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese.

February 2006 Michael Dell Asks Why don’t we reach out and help bloggers with tech support issues?

January 2007 StudioDell launched Dell’s video and podcast site, with helpful tips and tricks. Eventually expanding this into the YouTube channel making sharing easier.

February 2007 IdeaStorm Launched A voting based site allowing customers and others to submit ideas for Dell.

June 2007 Dell joins Twitter

Dell launches EmployeeStorm Internal Blogs Launched for Employees.

October 2007 Michael 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.”

November 2007 DellShares launched The first investor relations blog by a public company.

January 2008 Dell aligns organization for success

February 2008 Twitter expanded

March 2008 Accepted Solutions launched on Community Dell France begins Online Community Outreach

May 2008 Dell Outlet achieves $0.5M in sales via Twitter Community team active on Twitter

Small Business blog launched

April 2008 Inside IT launched Blog focused on business customers, and Cloud Computing.

June 2008 Channel blog launched

January 2009 Dell Organizes in to 4 customer focused business units

Spring 2009 Some Members of Community and Conversations deployed within each of the new Dell Business units

June 2009 $2M+ Sales via Twitter

2009 Dell TechCenter

June 2009 Global Twitter revenues of $6.5 M

December 2009 Huffington Post Blog

March 2010 China Micro-Blogging

2006 2007 2008 2009 2010 2011

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Altimeter recognizes Dell with “Open Leadership Award for Innovation and Execution”

(Oct.)

Dell Social Media and Community University launched/5,000 team members trained by end of year (Aug.)

Dell launches B2B pages Facebook (Jun.)

Dell named #1 most social brand in ranking of 100 top brands

Social Media Listening

Command Center

Global Marketing 11 Confidential 9/26/2012

Global Marketing

Before the Social Web: Our Online Perspective

12

Dell.com Our

Communities

Global Marketing

Lesson #1: Opportunity of a Powerful Ecosystem

Confidential 13

Dell.com

External Communities Our Communities

Team Members

Rishi Dave | Inside Out 14 Confidential

3/21/

2011

Lesson #2: starts with listening to Be A Better Business, across the Business

Global Marketing

Lesson #3: Integrate where Customer & Business Value are realized across all business functions

Product Development

• Feedback Loop • Early Warning • New Product

Ideation

Marketing

• Demand Forecast • Lead Generation • Message Reach

Online Presence

• Ratings & Reviews • Communities • Customer Stories

Sales

• Collaboration • Thought Leadership • Blogs

Customer Service

• Listening • Support Widgets • Outreach

Communication

• Rich Media • Brand Reputation • Influence • Reputation

Global Marketing

Think of it as a tool, not a channel

Lesson #4: Listen + Engage = Act. It’s at the heart of all strategies… But How to Scale?

Rishi Dave | Inside Out

Lesson #5: Empowering Employees: Social Media & Community University

Principles

Policy

Governance

Training & tools

Global Marketing

Lesson #6: The quest for a single ROI? Business Value across the full customer lifecycle

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Look across the entire customer lifecycle. It can be used everywhere …

• Insight: Social media improves Dell’s reach and share of voice

• Insight: Social Media provides high Business Value and contributes to demand gen vehicle

• Insight: SM keeps customers engaged, provides solutions and improves loyalty.

• Insight: Social media based support improves sentiment and correlates with higher revenue

• Insight: Established causality between social media activity and purchase

Awareness

Research and Consideration

Demand / Lead Gen and Sales

Support

CLV (loyalty) Dell.com

External Communities

Our Communities

Rishi Dave | Inside Out

Lesson #7: It is a journey not simply “marketing campaigns”

21

SM B2C & B2B

Marketing; Time for renewal and evolution?

22 Image thanks to Hugh McLeod @Gapingvoid

The world around us is changing

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• Disintermediation between the customer and the expert is happening already

• Users spending more time across the web engaging – beyond company’s website

• Customers trust their peers more than anyone else

• Traditional methods are not scaling; Does Social Media?

companies that embrace this the fastest will win

Control is not as successful as influence

Dell’s Social Grid on Facebook (Consumer)

• Content to increase favorability

• Profile of your Social Life

• Discover new things through the passion of your friends

• No ongoing conversations

Alienware on Facebook (Gaming)

• Dell’s Gaming brand

• Separate from Dell NL

• Active (gamers) community

• Ongoing conversations

• Daily content

CSR: American Red Cross Disaster Operations Center – Powered by Dell

Looking for…

• Positive buzz about Dell in social media

• Increase in positive coverage across social/traditional media (measured via Communications Pulse Tracker)

• Key learning and feedback to help drive improvements to our business

• Ongoing relationships with influencers who can help tell the Dell Story and become brand advocates

• First and foremost, it’s a LISTENING event.

• Agenda/objectives/attendees determined based on existing conversation online

• A discussion with customers, experts or bloggers who are particularly vocal / influential in social media

• Open/honest face-to-face dialogue

• Forum for feedback that is funnelled back to the business for action.

• An opportunity to build relationships with key influencers.

CAP days / Think Tank is….

Dell Social Biz Community

• Share social media best practices

• Discuss how online engagement meets business objectives

• Explore the journey to become a social business

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http://dell.com/socialbiz

Global Marketing

Connecting Around the Web

www.dell.com / www.dell.nl www.dell.com/conversations www.direct2dell.com www.dell.com/twitter http://www.slideshare.net/dell_inc http://www.youtube.com/user/DellVlog http://www.flickr.com/photos/dellphotos/ http://www.facebook.com/dell

Global Marketing

Thanks &

Join the conversation

@simoneversteeg @DellNederland @DellLuistert