Leverage Social Media to drive business

Simone Versteeg PR & Corporate Communications Manager EMEA Dell Services – @simoneversteeg

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

11

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

Rishi Dave | Inside Out

Lesson 1: Opportunity of a powerful ecosystem

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Dell.com

External Communities Our Communities

Team Members

Rishi Dave | Inside Out 13 Confidential 10/16/11

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

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Lesson 6:

The quest for a single ROI?

Business Value across the full customer lifecycle

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Rishi Dave | Inside Out

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

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Planting Seeds across Business and Functions

19

Global Marketing

Stronger and Better Business

Doing More for Customers

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Internal Social Networks

•  Dell is using Chatter to increase cross-departmental team collaboration

•  Over 90,000 Dell employees quickly and easily collaborate around documents and information like sales opportunities, team projects and campaigns

•  Fosters relationships

•  A hybrid of Twitter, Facebook, Sina, Ren-Ren, Orkut

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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

Summary tips / insights •  Listen:

–  Listen first- Listen and learn before jumping in –  Continue to listen – rapidly evolving

•  Engage: –  Find your employee champions and involve them –  Train and protect your employees –  Figure out your business objectives, identify the appropriate data

to use for measurement

•  Act: –  Engage in conversations that are already happening –  Look for opportunities to build relationships with influencers –  When building relationships, In-Person > Virtual

6 Simple Takeaways

1.  Consider social media impact across 6 key reputation drivers

2.  If content is king, then listening is queen

3.  Why are you listening? Listen for the sake of making changes

4.  Return and report

5.  Online influencers make for powerful advocates

6.  When building relationships. In-person > Virtual

www.dell.com

www.dell.com/conversations

www.direct2dell.com

www.dell.com/twitter

www.ideastorm.com

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