Fully Engaged – Getting the Most Out of Social Media

Richard Binhammer, Social Media & Communities December 2010 San Francisco CIO Executive Summit

Global Marketing

Fully Engaged – Getting the Most Out of Social Media

• Using social media to address business needs – developing a focused strategy

• Creating the right infrastructure – understanding available tools and applications

• Driving cultural change in management – effectively integrating social media in the business

• Gauging effectiveness – hard and soft measurements

2

Global Marketing

Honoured, BUT I’m just an IT “user” …so I am also intimidated !

Global Marketing

Traditional IT:

Build/support business IT

infrastructure

Employee systems safe &

secure & functioning

Global Marketing

Rapid Pace of Change, Changing the Game,

5

Source: PEW Internet Reports

Global Marketing

Did you know?

6

25% of the search results for the World’s Top 20 largest brands are links to user-generated content

Facebook overtakes Google for Web traffic and secures the top ranking globally with 570,000,000,000 page views and 540,000,000 unique visitors.

Visitors to Facebook and Twitter spend more money on the Web than other Internet users,

Twitter users are more likely than Facebook users to respond to brand recommendations from friends.

“… IT decision-makers trust user-generated content (and each other) more than they do vendor Web sites, trade magazines and editorial Web sites …”

YouTube is the 2nd largest search engine in the world

Social Media Users Aim to Influence Others: 34 percent indicate they have used social media as an outlet to share and experience or complain about a company, brand or product.

More business Internet traffic goes to Facebook than to any other website,

Companies that were deeply and broadly engaged in social media last year recognized an 18% growth in revenue. Those that did not saw a 6% decline

Dell has >1 million fans on Facebook

Dell has 1.5M+ followers on Twitter and 3.5M+ connections on the social web

Global Marketing

IT Today:

Quality of home based computing evolving at

faster pace than enterprise computing

Employees & Customers expect Easy-to-Use 24x7 connectivity at Work and

Home

Listen. Engage. Act

Source: Morgan Stanley, Mary Meeker Annual Tech report

Global Marketing

2006 smart filter blogs streaming media Dell IT enabled experiments

Global Marketing

Dell’s Key Social Media Milestones

9

2008

March 2006 Community Outreach Team Formed Team begins by just listening and monitoring conversations to see what’s being said. The tech support experts are hand-selected for their tech problem-solving expertise and superior interpersonal skills.

August 2006 Blog Outreach Expands Beyond Tech Support Engagement with anyone who commented about the company. Business model and other issues considered.

December 2006 Ratings and Reviews on Dell.com

2007 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.

2006 February 2007 IdeaStorm Launched A voting based site allowing customers and others to submit ideas for Dell.

June 2007 Dell joins Twitter Why don’t we reach out and help bloggers with tech support issues?

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 Start experimenting with Twitter for business– another venue to help customers, but also thanking Dell customers. Outreach leads to some Twitters asking for help on purchases.

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

2009

2010 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 Dell outlet on Twitter surpasses $2 million in sales with another $1 million dollars in sales at dell.com

2009 Dell TechCenter A Collaborative Community for Datacenter pros grows by 400%

June 2009 Global Twitter Revenues of $6.5 M Community across the social web =3.5 million direct customer connections

December 2009 Huffington Post Blog Dell’s VP of Social Media and Community, Manish Mehta, begins blogging at Huffington Post

March 2010 China Micro-Blogging

Global Marketing

Customers in need are critical opportunities Social Media gives them voice & you opportunities

Global Marketing

Fans: B2C or B2B

Its all about

Business and People

Special Thanks to BlaM4C and Marshalus

& more than 4000 customers

Global Marketing

The world around us is changing

12

• 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

Global Marketing 13

Conversations are happening …whether you are listening or not

Global Marketing

Listen, Learn and Engage IT Partnership to Facilitate Access, Applications

14

Global Marketing

A powerful ecosystem

15 Confidential

Dell.com

External Communities Our Communities

Team Members

Global Marketing

New opportunities Direct connections with customers

16

Link Online: Behavioral Targeting and Deal Posting

Quality Interaction: No tricks or gimmicks

Relationship Marketing:

Global Marketing

Leverage social media to drive various business functions

17

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

Meanwhile

Back at the Office

Global Marketing

Internal collaboration & communication is social too

19

Global Marketing

Empowering Employees: Social Media & Community

University

Principles

Policy

Governance

Training & tools

Global Marketing

Dell.com becomes social

Global Marketing

Aggregation of Web Content, Rich Media

Global Marketing

Where is the ROI of Social Media

23

Global Marketing

Revenue

Views & clicks to dell.com

Community size, Connections

Lower cost, faster hires

Issue tracking, Sentiment,

Share of voice

Myriad of Metrics

Global Marketing 25

• Where customers are • Do they like/love you? • What are they saying • They recommend you • Share links with friends • Rating & Reviews • Publicly complaining • Going to your website

• Primary social media focus • Sentiment • Listen, learn and improve business • Your fans deserve appreciation • Advocates deserve attention too • Inform your products • Showing you care about customer • Purchase or deeper interest

The Savvy IT Department Brings Value

Identify business objectives Understand the Web and Data analytics

Choose the metrics to measure Help Collect the data

& Evolve

Global Marketing

Application,

build-out, scaling

Ultimate challenge:

value of relationships, networks and connections

26

Relationship value

Awareness

Consideration Conversion

Cost Savings

Innovation

ROI Evolution: putting together the pieces

Analysts are saying…

“Companies of all types are struggling with increasing infrastructure demands and changing business practices while often being constrained by smaller IT budgets.”

“CIOs and IT leaders have realized that ‘business as usual’ is no longer applicable, and they must deliver changes to stay competitive.”

“Dynamics of the IT infrastructure and datacenter market [are changing], including the need for more secure, flexible and cost-effective delivery of IT services.”

“Organizations are increasingly relying on external resources to help align IT capabilities with IT needs.”

27

Global Marketing

Getting There

28

Enable the Efficient Enterprise

Invest Strategically: Social Media is an Opportunity

Improve Continuously

Global Marketing

Three steps to unlocking enterprise efficiency.

29

STANDARDIZE SIMPLIFY AUTOMATE

+ Achieve uniformity

+ Reduce number of moving parts

+ Slash costs

+ Eliminate. Unify.

+ Consolidate

+ Virtualization

+ Reduce touch points

+ Shrink risk

+ Boost productivity

+ Reduce manual interaction

+ Manage growth

STRATEGIZE PLAN IMPLEMENT MANAGE MONITOR

ITIL GOVERNANCE / SERVICES-ENABLED

Global Marketing

Invest Efficiency Savings Strategically: Social Media

30

• Relationship Marketing

• Customer Connections

• Innovative Communities

• Collaboration

• Collaborative Selling

Global Marketing

Summary

• Build efficient enterprise

• Invest in social media

• Enhance your brand

• Engage your customers

• Develop active communities

• Improve continuously through feedback loops

31

Global Marketing

Business and People People are empowered. Technology enables. Humanity rules.

Global Marketing

I’m just an IT “user.” My ask: Please make it - Easy - Keep me connected - Sharing, inside & out - Across all platforms - Wherever I am

33

Listen. Engage. Act

Global Marketing

Connecting Around the Web

www.dell.com 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

Thank You