blogwell austin social media case study: dell, presented by adam brown

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Winning in the Social Media Space

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We are pioneers.

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We wear a lot of different hats.

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Money trees are few & far between.

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Demonstrable ROI is the new norm.

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Social Media & Community At Dell…

Dell.com

Our Communitie

s

External Communitie

s

Ratings & ReviewsVoice of the CustomerSyndicated Content

Support ForumsTechCenterDirect2Dell

FacebookTwitterLinkedInYouTubeBlogs

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SM B2C & B2B

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Exhibit A

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Surprise!Popular Notions About Social Media

Some Preliminary Findings

Social Media is just for Consumer businesses

B2B customers use Communities for research and validation; 4000+ Flickr photos of Dell servers by customers sharing

Relevant only for “top of the funnel” – good for awareness, not effective at acquisition

Impacts every part of the marketing funnel. Can be harnessed for lead gen, driving conversion, as well as across other business functions

Cannot impact Brand building Social listening, support and research content establishes brand credibility.Impact is real time and measurable

Social Media cannot be measured as a direct business metric –can “assist”, but cannot be tied to revenue

Run-the-business metrics can be applied to Social Media and integrated into business operations.

Facebook is not as effective as email in driving retention / repeat visits

Facebook pages are effective for business

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Product Group Marketing Services

SolutionsOnline Sales

CustomerService

CommsPR & HR

QUALITY DEMAND CREDIBILITYCONVERSIONCYCLE TIME RESOLUTIONREPUTATION

Social Media Across the Fabric…

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Leverage social media to drive various business functions…

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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

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Leverage social media to drive various business functions…

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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

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Leverage social media to drive various business functions…

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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

Leverage social media to drive various business functions…

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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

Leverage social media to drive various business functions…

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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

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SMaC Listening Command Center

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1. Protect Information

2. Be Transparent and Disclose

3. Follow the Law, Follow the Code of Conduct

4. Be Responsible

5. Be Nice, Have Fun and Connect

The Five Principles

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Social Media Training• Fantastic success to date

– Awesome numbers & tremendous feedback…

• From 101 basics to themore complex…– Social Media Principles

– Get Started SMaCing

– Brand on SMaC

– Building CustomerRelationships via Twitter

– Building CustomerRelationships via Facebook

• Opportunity for all of usto become stronger &smarter marketers

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But what are our takeaways?

• Don’t just look for ROI via NPS scores and attributable sales (although these are awesome)

• Embedding awareness & enthusiasm for social media needs to take place throughout your organization (starting with EVERYONE in marketing)

• Listening is absolutely critical, but you will fail if all you’re using it for is pretty reports

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… and much more coming …

Thank you.

• Adam Brown, Executive Director, Social Media

• tw: @adamcb fb: adamcb@facebook.com

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