Social Brands

Liz Bullock, Director Social Media & Marketing

@lizbbullock

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The world around us is changing

How companies market, sell to and support their customers is changing

Connections between the customer and the expert is happening already

Users spending more time across the web engaging – beyond companies own website

Customers trust their peers more than anyone else

Traditional methods are not scalingCompanies that get there the fastest will win

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The Social Media Revolution

• Video Link: http://www.youtube.com/watch?v=nPYrbSUqr2k

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Social Media = opportunity to engage customers directly around our brand• Any tool or service that uses Internet to

facilitate conversations

• Words, pictures, video, audio, experiences, observations, opinions, news and insights

• Connections and collaborations between friends, peers, and influencers

• The redistribution of influence

• An opportunity and privilege- Brian Solis, “Engage!”

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Social Media has reached Mass Maturity

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SM B2C & B2B

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Five years journey of embedding social to be a better business

August 2006Blog outreach expands beyond tech Support

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 WeekJeff 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 2007DellShares launchedThe first investor relations blog by a public company.

January 2008Dell aligns organization

for success

February 2008Twitter expanded

March 2008Accepted Solutions launched on Community Dell France begins Online Community Outreach

May 2008Dell Outlet achieves $0.5M in sales via TwitterCommunity team active on Twitter

Small Business blog launched

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 2009Some Members 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 2010China Micro-Blogging

2006 2007 2008 2009 2010 2011

Altimeter recognizes Dell with “Open Leadership Award for Innovation and Execution”

(Oct.)

Dell Social Media and Community University launched/5,000 teammembers trained byend of year(Aug.)

DelllaunchesB2B pagesFacebook(Jun.)

Dell named #1 most social brand in ranking of 100 top brands

Social Media Listening

Command Center

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Listen, Learn, Engage & Act5 years: 4,000 posts a day to 25,000 posts a

day

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• Measure, monitor and report on 25K+ conversations a day

• Alert team members of systemic issues and contain negative conversations

• Provide access to listening tools/training

• Support local language tool set up and listening reports

• Ensure compliance with Dell brand standards and governance guidelines

Heart of Listening Operations at DellSocial Media Command Center & Ground Control Team

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Social Outreach Services (SOS)Building a culture of listening & engagement to deliver the best customer experience possible in social media and online communities.

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A tool to be leveraged across the fabric of the company: different functions, uses and values

Product Development

• Feedback Loop• Early Warning• New Product

Ideation

Marketing

• Demand Forecast• Lead Generation• Message Reach

Online Presence

• Ratings & Reviews• Communities• Customer Stories

Sales• Leads• Collaboration• Thought

Leadership• Blogs

Customer Service

• Listening• Support Widgets• Outreach

Communication

• Rich Media• Brand Reputation• Influence• Reputation

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Awareness

Research and Consideration

Demand / Lead Gen and

SalesSupport

CLV (loyalty) Dell.com

External Communities

Our Communities

Social Media Impact: Business Value throughout the customer lifecycle.

• Insight: Social media improves Dell’s reach and share of voice

• Insight: Social Media provides high value in terms of demand gen

• 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

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Building powerful enablers

Listening

Empowered Teams

Building Robust Communities

• 25,000 conversations daily• Listening command center• Outreach team

• Employees certified to engage with customers

• Chatter (internal tool)

• Build rich customer connections across communities & dell.com

Strategy/Governance• Clear and consistent

strategy for our Brand

Social Media & Community (SMaC) Global Leadership CouncilManish Mehta

CSMB

Commercial Channel Cecy Correa

LE PUB

CSG Roger Bjork (Enterprise) Amy Miller

Support (SOS) Vikram Doddi (LEP), Heath J ohnson, J ason Duty (CSMB)

PG J ennifer G. (LEP), Brian P., Andrew D. (CSMB), Stacy L. (Biz Client)

Services Kevin Curry

Brand Karthik Iyer (Monique Bonner)

Corp. Comm. Cory Edwards (Marc Bien)

Legal Ryan Garcia (Dean Blackwood)

IT / OPE Brian Koster, Liz Kreller

Online Marketing Rishi Dave J ohn Dalton Michael Buck, Damien C.

GL

OB

AL

F

UN

CT

IO

NS

Customers/Partners on Social Media

Ground Control (NPS) Michelle Brigman

= Sub-council

eDell Stuart WallockDELL CONFIDENTIAL

1

SMaC:LE Priorities Work Stream RYG SMaC LE Q2/Q3 Collaboration Goal StatusDetails & Upcoming Milestones Help

CO

MM

UN

ITY

CommunityPlatform

J ohnston Colin Telligentplatform migration readiness in Q2. TechCenterEnglish launch in Q3 (Oct).

8/13- Minor text/design improvements to community SSO8/27- Telligent 5.0 upgrade for Spanish, Chinese, and J apanese.8/27- TechCenter"Phase 0" - LaunchOctober- TechCenter"Phase 1" - LaunchOctober- Moderate flow improvements to community SSO

CIO Community Strategy

J ohnston, Margetic

Bonilla Consult on overall community strategy to engage CIOs (on and off domain communities, LinkedIn professional network)

7/1 – to use Ningfor 15-person CXO group, Prototype larger community on Telligent. Enterpriseefficiency.com/ likely factor in to larger community presence.Ongoing - Bill collaborating with Liz on engagement planning.

Equal Logic Community onTechCenter

J ohnston Sullivan, Palatine

Consult on growth strategiestowards turbo chargingthe Equal Logic communityon TechCenter.

6/30– SMaC Team Brainstormed initial list of tactics with J eff S.Ongoing- J eff S. implementing some of these (newsletter, vanity URL)

Client Communityon TechCenter

J ohnston TBH Consult on strategy for building theClient community on TechCenter.

6/30 – To reschedule kickoff J uly– Initial discussion

EN

GAG

E &

DELIG

HT

Listening & EngagementInfluencers,Promoters

Sierra, Dietz

Palatine Build LE listening & engagement engine: (1) build infrastructure for listening (2) then build influencer component, (3) finally incorporate promoter program (focus on storage/EqualLogic)

Ongoing - Report validation and qualityWK 8/2 - Pilot training to be completed for some site editors.WK 8/9 – Engagement Console advanced training session WK 8/9– Top 6 R6 influencer profiles received, to be validated and Gold list profile will be created.Oct 4 - EqualLogic promoter event. WK 8/9 – Plan to be discussed in deep dive next week. Caroline working w/ George on approach.

GlobalizationChina

Zhou Sullivan, Ha, Palatine

LE China listening/ engagement/ influencer program. Consult on globalizing TechCenterwith China focus.

Wk 8/2 - Language Weaver demo and define project scope WK8/2- Raymond to validate influencer list in order to build profile, August- Raymond to kick off Chinese blogger program in storage and virtualization - - begin with 1-2 influencers. WK 8/29 Chinese TechCenterlaunch

EN

ABLE

Social CRM Narang Palatine Enable understanding of community behavior and impact of visitors on Tech Center

WK 6/28 - Mid-project update from Mu Sigma reviewed with the team. Good progress and on schedule.8/6- TechCenterphase 1 read-out planned

SMaCUniversity Bullock Palatine LE inclusion in training development and pilots. Modules to be launched in Q3.

7/8 onwards– SMaC-U pilots being kicked off 7/28– SMaC Talk sponsored by SMaC-U. Official kick offWK 8/2– Training courses kick off

*Incubation workstream being worked as part of eDell

G Y ROn track for hitting committed launch date, and key milestones

At risk/possible risk of not hitting committed launch date, or milestones.(Have recovery plan)

Committed launch date and/or milestone will be missed. Issue or risk will impact schedule or viability/success of the program.

Effective Analytics • Make data actionable

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Empowering employees: Social Media & Community University

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Policy

Principles

Governance

Training & Tools

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Connections with 50+ thought leaders

2010 Customer Oxygen AwardSocial Commerce Summit

Ranked #1 of top 100 most social brands in 2011 by Headstream -

www.socialbrands100.com

“…Dell gets social…” “…Dell engages like no other brand …”

“… Dell is really ahead of the curve when it comes to communicating with customers …”

“…Dell is the social leader…”

2010 Forrester Voice of Customer Awardcustomer facing social media programs

Dell is recognized as a leader in Social Media

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Customers are driving the conversations about brands…

Graphic thanks to Gapingvoid.com Hugh MacLeod

Love your product/service

Need help using it

Where & how do I find you?

I have an idea for you

I am helping someone else useyour product/service

And many, many more…

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Power of a social brand

More than ever – a company’s brand is influenced by what consumers are saying about the brand

A negative customer review on YouTube, Twitter or Facebook can cost a company about 30 customers (Convergys Corp.)

25% of search results for the world’s top 20 largest brands are links to user-generated content (Socialnomics, ’09)

People are more likely to buy from brands they follow (51% more likely to buy following brands on Facebook. 67% Twitter) (iModerate research)

Visitors to Facebook and Twitter spend more money on the Web than other Internet users (eMarketer, June 2010)

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My Starbucks Idea: Crowdsourcing products

• Share, vote & discuss ideas in actions• Twitter page: 35K+ followers

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Burberry: true digital company through and through…• +6,000 employees working in 200+ locations

• Integrated end-to-end vision with workforce collaboration, CRM, social branding, marketing and online experience all working together

• 10MM+ Facebook fans, Chatter internal tool for workers to engage with each other and drive better results

• 21% profit increase 4th quarter 2011

“You have to be totally connected with everyone who touches your brand."

—Angela AhrendtsCEO

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Best Buy: Twelpforce

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Oreo Daily Twist: Celebrate 100th year Anniversary• Effectively reach +28MM fans

• June 25th – October 2nd

• 100 individual pieces of content:– Incorporated the product– Real time take into account events– Final image crowdsourced

http://www.scottmonty.com/2012/10/a-new-twist-on-content.html

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Old Spice: integrated campaign & engagement plans• http://www.youtube.com/watch?v=Kg0booW1uOQ

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Connected and Lit Up

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Thank You