“rumor has it you need a ”
Post on 11-Feb-2016
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“Rumor Has It You Need A ”
Group 5Eric Hyde, Ryan Jech, Brooks Keller,
Mary Reichert, & Bryant Taylor
Background Facebook (5,404,906 likes) Twitter (1,487,955
followers) LinkedIn (88,414
employees on LinkedIn) Google+ (312,019) Slideshare (161
slideshares, 464 followers) YouTube (13,749
subscribers, 17,636,629 video views)
Flickr (15,003 items, 66 contacts)
Storify (53 stories, 101 followers, following 74)
Pinterest (651 followers, 157 pins)
Xing (German) Orkut (Brazilian) RenRen (Chinese) Weibo (Chinese)
ToolsFocus group of 12 college studentsInterview with Dell’s Social Media DirectorOnline survey of over 50 college students
What benefits does a college student wish to
receive by liking or following Dell on social
media?
Secondary Research¼ people on Facebook
follow companies for a benefitUpdatesDiscountsShow interest to others Increase social status
Primary Research Focus Group
Special deals, discounts, and funny updates
Campus events: Hackathon, sweepstakes
Dell’s philanthropy Interview
Promote events: Webinars, Google Plus Hangouts, tweetchats
Survey 40% Helpful posts 63% Interesting posts 52% special offers or deals 29% Exclusive udates
How do consumers want Dell to respond to a problem using social
media (i.e. blogs, twitter)?
Secondary ResearchQuick and timely responseConvenient SolutionHelpful advice on postsHumorous and enjoyable
interactions with Dell employees
Primary Research Focus Group Quick and timely response Someone that is American
and not outsourced
Interview Convenient problem solving
Survey Facebook responses 23% and
updates 27% Twitter responses 18% and
updates 14% YouTube Tutorials 49% Over the phone help 72%
Conclusions & Suggestions
Quick and timely response to customer problems
Friendly interactions with Dell Employees
Advertise and make a name for quality service on social media sites
What variety of media does Dell use that retains consumers on their social
media outlets?
Secondary ResearchDell IdeaStorm is a website launched in 2007
to allow Dell "to gauge which ideas are most important and most relevant to" the public
Dell's Social Media Command Center
Monitor & Respond: You need to protect your brand. Educate and Inform
Establish Thought Leadership
Primary Research Focus Group
Students prefer more interesting posts that are funny in balance with promotions
They feel Dell could sponsor an event or sport to increase brand awareness and popularity
Interview Employees are able to becoming SMaC (Social Media and
Community) certified Survey
93% log on to Facebook ‘often’ 45% said they spent 2-3 hours a day on social media site Humorous and interesting posts were the top two answers for 85% of respondents said they haven’t been on any Dell social media
website
Conclusions and Suggestions
Dell has shown with the launch and implementation of consumer ideas that IdeaStorm is beneficial and especially with the Command Center how dedicated Dell is to interacting with consumers by the integration of social media into their brand
Suggest that Dell should generate more followers and likes on websites and buzz in general with posts relating to contests, giveaways, and funny stories through pictures/video
Target more younger adults ages 18-24 who use social media every hour to further expand their brand
What innovations is Dell creating to stay
competitive in their industry?
Secondary ResearchDell has realized that Apple and H.P. are taking
the lead in innovationFinally, an all-in-one that's ready to move.
Introducing the world’s thinnest and lightest portable all-in-one featuring an 18.4" Full HD touch display and the best battery life in its class.
New XPS 12 convertible ultrabook- more gearedcollege students
Competes on price and quality
Primary Research Focus Group
Students want to carry around a functional laptop/tablet which is lightweight and user friendly all around
They felt that Dell’s commercials could feature the products’ capabilities that set them apart more than just focusing on the quality of animation
Interview Claudville, Virginia, has never had wireless broadband internet service, until
now! Due to Dell piloting the first wireless white space network Converging the IT Fabric With 10-Gigabit Ethernet- Dell is laying the
foundation for customers to evolve their IT infrastructure from multiple topologies to a unified fabric based on Ethernet technology.
Survey 3.8 for music/video editing and 5 out of 10 for being trendy to have a Dell Agree Dell is innovative and value for the most part, but mediocre in popularity Majority of participants rated Dell a 4 on average from a scale from 1-7 71% said that haven’t seen any XPS ads from Dell (not a good sign)
Conclusions and Suggestions
By unleashing the XPS laptop, ultrabook, and convertible tablet, Dell’s lineup of products are not only innovative, but fluid and functional
Dell needs to figure out ways using social media to grab attention of students and show them Dell has changed through innovation for the better
We also suggest that even though Dell’s mainly a business company, they need to engage with their younger adult target market with their new trendy products, by making their presence felt on mediums and campuses where students can get the message
What efforts does Dell use that attracts the consumer to Dell’s Facebook page?
Secondary Research5.3 million followersHumorous videos with over 1000 likesPollsSeasonal promotionsVideo game contestsSpecial promotions are the
most successful
Primary ResearchFocus Group
None had been to Dell’s FacebookInterview
“Nerd” humor and updatesSurvey
72% said very unlikely to visit Dell’s Facebook65% said humorous post attract them to company
pages
Conclusions & Suggestions
Dell is focusing too much of their Facebook posts towards the “nerd” demographic and not towards the target market
We suggest posting more things that theaverage college student will be interested in:
Exclusive discounts & promotionsHumorous videos & pictures
Campaign following humorous college student in entertaining scenarios
Extreme videos or videos with celebrity sponsorsPicture sharing
What are college students looking for as far as
technical support on Dell’s different social media pages?
Secondary Research Many users that post on the Dell Facebook page are
asking for help with a computer problem or complaining about the poor costumer service they have received-- Most of these posts do not receive responses
There is a support tab that takes you to different support links
The @DellCares Twitter has a 4 member “Social Media Outreach Team” which responds to tweets complaining about problems and directmessages these users forassistance
@DellCares also tweets helpfultips and solutions to commonDell problems
Primary ResearchFocus Group
Students are looking for interaction from the company They want links and helpful tips posted about Dell
products Interview
Links on the Facebook page that offer technical support The support tab goes directly to the Social Media Support
TeamSurvey
71% said customer support meets their standards 49% said they were looking for YouTube tutorials Dell’s customer support was rated an average of 2.49/5
Conclusions & Suggestions
Dell has been doing a pretty good job with their social media customer support as far as being responsive on Twitter and using links on their Facebook page
We suggest that they spend some time addressing the issues that people post on their Facebook page so that it is not overwhelmingly negative and these users find the support they’re looking for
We also suggest that they use their YouTube page to create how-to support videos that can be posted on their other sites
What relation do college students observe between Dell and different seasonal
holidays?
Secondary ResearchAccounts for 12.1% of marketYears end“Back-to-School”Increases advertisements Increases coupons
Primary ResearchFocus Group
College Students are brokeReceive computers for graduation Receive computers for holidays
Survey – How often is Dell seen for advertising during seasonal holidays?” 13 responded “never” (16%)14 responded “less than once a month” (17%) 11 responded “once a month” (13%) 13 responded “2-3 times a month” (16%) 13 responded “once a week” (16%) 5 responded with “daily” (6%).
Conclusions & Suggestions
Buying happens in the winter holiday months Buying happens during “back-to-school”Continue advertising strategy Increase social media blitz Create more dealsEmphasize price
What are college students’ perceptions on Dell’s YouTube promotional
videos?
Secondary ResearchSuper Bowl 2013
108 million viewersThomas: Creator of an Alternate Universe
5.1 Million viewsDell total 13.5M views15,631 subscribers5/thousands/50Apple total 29.3M views1.1M subscribers
Primary ResearchFocus Group
Interesting looking commercialProduct ambiguity
“[He/She] think they should have focused on the computer a lot more. [He/She] is really interested in the idea of a tablet and computer, but [he/she] didn’t learn about it because the commercial was not really focused on the actual product.”
Did it catch your attention?Price
Primary ResearchSurvey
1 billion people watch YouTube per month84% are on YouTube7/79 viewed Dell’s YouTube85% - Never been on Dell’s social mediaReaction to Super Bowl commercial
Conclusions & Suggestions
Super Bowl CommercialToo many videosToo complex
What kind of updates is the Dell consumer wish
to find by liking or following Dell on different Social Media Networks?
Secondary Research Facebook
Functionality Issue Recommendations $50 off new Dell XPS 10 Tablet Adobe January 2013 security bulletin update
Twitter (@DellOutlet) Savings on refurbished Dell products Coupon offers Price cut notifications
Consumers respond to software updates, product discounts, and coupon/gift card opportunities
Primary Research None of our focus group respondents have visited any of Dell’s
social media sites
85% of survey respondents have never visited a Dell social media site
Survey 52% looking for special offers or deals 29% looking for exclusive updates
Respondents thoughts on company status updates: Interesting 30% Informative 51% Boring 27%
Conclusions & Suggestions
Advertise discounted products, software updates, and other exclusive deals through most popular social media channels (YouTube, Twitter, Facebook)
Make exclusive offers or trials available only by liking or following their sites
Advertise hidden features that aren’t well known
What efforts does Dell use to maintain Facebook
participation?
Secondary ResearchPost pictures, videos, questions, riddles, etc… to
invoke consumer participation
Primary Research Survey
11% of survey respondents have visited Dell’s Facebook page
Focus Group Deals & promotions, humor, sponsorship, and events would
help Dell maintain participation
Conclusions & Suggestions
Focus on gaining more followers Use earlier suggestions
Balanced mix of funny, interesting, and informative posts that appeal to 18-24 year old demographic More interactive posts that appeal to college students Contests and coupons with sharing pictures
ConclusionAlthough Dell has been staying current with
social media marketing they have not yet successfully appealed to the college student demographic
Millennials are the largest age segment in the US so there is a lot of opportunity here
With our suggestions they will be able to take over this market
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