blogwell austin social media case study: dell, presented by adam brown
TRANSCRIPT
Global Marketing1 Confidential
Winning in the Social Media Space
Global Marketing3 Confidential
We are pioneers.
Global Marketing4 Confidential
We wear a lot of different hats.
Global Marketing5 Confidential
Money trees are few & far between.
Global Marketing6 Confidential
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
Global Marketing
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…
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
Global Marketing
Leverage social media to drive various business functions…
14
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…
15
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…
16
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 …
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