The changing role of social media in customer experience
Allison Dew, Vice President, Global Brand & Consumer Marketing
4th annual Customer Response Summit, Austin, TX, May 9th, 2012
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Marketing:
Powerful, Loud and Every Where
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Web Marketing = Traffic and Clicks
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Meanwhile …
Back at the office
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Meanwhile…
Also back at the office
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Love your product/service
Need help using it
Helping someone else
with your product
Where to find you
Share an idea with you
Share with others how & why you have great products/services
Conversations are conversations
not Business segments
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People using the Web to connect
Different than our Businesses?
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Our journey
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January 2008Dell aligns organization for success
6 years: Social media strengthening direct customer connections:
August 2006Blog outreach expands beyond tech Support
December 2006Ratings and reviews on Dell.com
July 2006Direct2Dell launchedToday Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese.
February 2006Michael Dell AsksWhy don’t we reach out and help bloggers with tech support issues?
January 2007StudioDell launchedDell’s video and podcast site, with helpful tips and tricks. Eventually expanding this into the YouTube channel making sharing easier.
February 2007IdeaStorm LaunchedA voting based site allowing customers and others to submit ideas for Dell.
June 2007Dell joins Twitter
Dell launchesEmployeeStormInternal Blogs Launched for Employees.
October 2007Michael Dell quote in Business WeekIn response to Jeff Jarvis question around whether companies want to be part of the online conversation: ”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 2007DellShares launchedThe first investor relations blog by a public company.
March 2008Accepted Solutions launched on Community Dell France begins Online Community Outreach
May 2008Dell Outlet achieves $0.5M in sales via Twitter
April 2008Inside IT launchedBlog focused on business customers, and Cloud Computing.
June 2008Channel blog launched
January 2009Dell Organizes in to4 customer focused business units
Spring 2009Members of Community and Conversations deployed within each of the new Dell Business units
June 2009$2M+ Salesvia Twitter
2009Dell TechCenter
June 2009Global Twitter revenues of $6.5 M
December 2009Huffington Post Blog
March 2010Dell join Sina Weibo in China
2006 2007 2008 2009 2010 2011
Altimeter recognizes
Dell with “Open Leadership Award for Innovation and
Execution”
Social Media & Communities University Launched5,000 teammembers trained byend of year
B2B pages on Facebook
Dell named #1 most social brand
6 Awards for Social Media Command Center
June 2010CAP Days Launched In-person events for vocal online customers
December 2010Social Media
Command Center Launch
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Stays true to our unique Dell personality
Defines the Dell Difference that customers value
Focuses on customers and their outcomes
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Our brand strategy
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Transformation at Dell: It’s an inter-related puzzle
Dell as Solution
s Provide
r
Brand ------------
Existing & potential
customers
Reputation------------Media.
AnalystsITDMs,
BDMs, Elites
Products & Services-----------
NPS, Cust
Experience,
Quality
Business Performanc
e------------
Investors & Employees
Customer Messages • Enterprise solutions
provider, brand
Customer Experience
• Quality products • Positive CE
Investor Messages
• Solutions provider, Dell transformation
Team Member Messages • Purpose & customer
experience
Stakeholder Messages• Enterprise
solutions provider, Dell transformation
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Lesson 1:Listen, Learn, Engage & Act
6 years ago: 4000 posts/day Today: 25,000 post per day14
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Lesson #2: 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
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Lesson 3: Best Practices and Coherence across different sites
for Different Engagement and Results
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Customers in need are critical opportunities
Social Media gives them voice
& you…Opportunities
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Lesson 4: Empower Employees: Social Media & Community University
Principles
Policy
Governance
Training & tools
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Lesson 5: The quest for a single ROI?
Business Value across the full customer lifecycle
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Lesson 6: Time to rethink our customer connectivity
Working together across the business to be a better business
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Starting Down a New Road
In a Recently Invented Vehicle
Even today, the Infrastructure is evolving
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Improving Social Data’s Usability & Application + Merging with traditional marketing data
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Delivering uniform and actionable data: More value to business functions
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Listening is an ongoing commitment
Application of analytics + modeling: making for meaningful, measurable business actions
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Community Platform
HostedCommunities
SupportAffinity
Ideation
External Network
External Network
Mass Social Media
Collaboration
External Network
Analytics & Insights
Content
User Hub / Social Profile
Heart of a customer centric brandEngaging with customers on their terms
Investments and programs buildListening + community + content enable social lead mining
Rapidly evolving landscape Tools, processes and platforms changing rapidly. Infrastructure still immature.
Cultural change key Focus on training, enablement, customer-connection.
Competitors are innovating Increasing their focus on social
Community experience & social data tie together via social profile & social fabric.
Winning the next digital waveMaintaining our digital leadership requires accelerated focus on social.
Extranets
Sales CAP
Rockstars
Social CRM
Community
The social business
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Thank you