The Power of Social Media: proof in the journey October 2013
Dell's Journey into Social Media by Knox 10 31-13
Aug 27, 2014
Learn about how Dell got started in social media and how Dell has embedded social media into the fabric of the company
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The Power of Social Media:
proof in the journeyOctober 2013
Confidential2 Social Media Services Group04/07/2023
7 years ago: 4000 posts per day
Today: 25,000 posts per day(in English alone)
Social Media Services Group
About your presenter• Highest ranked Social Media SME at Dell• Social Media Nerd, Process Engineer, Product Development, Management Consultant • Passionate about using social media to
create connections…– for companies and their customers, – for personal brand, and– to make a difference in the world (charities)
• Digital Footprints and Passions– @knoxkeith (twitter)– http://instacanv.as/knoxknox– www.linkedin.com/in/keithknox– #Movember– www.veteransadventure.org
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Social Media Services Group4
Starting down a new road, in a
vehicle, yet to be proven
Even today, the infrastructure is
evolving
Social Media Services GroupConfidential5
Our Customers Are Talking About Dell• Our customers are talking about Dell.
– 25K conversations daily about Dell
“Engaging in honest, direct conversations with customers and stakeholders is a part of who we are, who we’ve always been. The social web amplifies our opportunity to listen and learn and invest ourselves in two-way dialogue, enabling us to become a better company with more to offer the people who depend on us.”
-Michael Dell
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Our Customers Want Us Engaged• 93% of social media users believe a company should have a presence in social media• 85% of users believe a company should not only be
present but also interact with its consumers via social media• 56% of users feel they have a stronger connection
with and are better served by companies when they can interact with them in a social media environment• 60% of B2B technology decision-makers rely on technical support forums to inform and validate their purchase decisions
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Social Media Services Group
January 2008Dell aligns organization for success
August 2006Blog outreach expanded beyond tech Support
December 2006Ratings and reviews launched on Dell.com
July 2006Direct2Dell launchedToday Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese.
February 2006Michael Dell askedWhy 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 joined Twitter
EmployeeStorm launchedInternal Blogs Launched for Employees.
October 2007Michael Dell quoted 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 achieved$0.5M in sales via Twitter
April 2008Inside IT launchedBlog focused on business customers, and Cloud Computing.
June 2008Channel blog launched
January 2009Dell Organizes into four 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 joins Sina Weibo in China
2006 2007 2008 2009 2010 2011
Altimeter recognized
Dell with “Open Leadership Award for Innovation and
Execution”
Social Media & Community University (SMaC U) launched5,000 teammembers trained byend of year
B2B pages on Facebook
Dell named the No. 1 most social brand
6 Awards for the Social Media Listening Command Center
June 2010CAP Days launched In-person events for vocal online customers
December 2010
Social Media Listening Command
Center launched
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Social media practitioner
crawl.walk.run.
Social Media Services Group
Empowering employees:Social Media & Community University
Principles Policy
Governance
Training, Certification & Tools
Social Media Services Group
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Social Media Services Group
Listening to the conversations….
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Innovating in the future:
A social radio for all employees
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Customers giving feedback on Dell’s business
Dell facilitating topic-based discussions & brainstorms with influencers not customers
Outside In Inside OutCustomer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer
DialogueInfluence
r Dialogue
Influencer
Dialogue
Influencer
Dialogue
Transforming reputation via social Dell CAP Days Dell Social Think Tanks
Social Media Services Group
Customers in need are critical opportunities
Social Media gives them a voice …
& us…opportunities
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50% Demoter to
Promoter Conversion
Social Media Services Group
Key Use CasesHow social listening provides value BenefitsStakehold
er
Listening for Governmental Issues– Better understanding of potential issues
Government Relations
Enabler
Competitive Intelligence – Understand competitor messaging and share of voice
Product Group
Opex SavingsSOS Support – Improve
prioritization and coverage of Support issues
Customer Support
Call Reduction,
Improve NPS
Marketing / Merchandising – Improve messaging and offers based on customer feedback
Marketing Improve MarComm Efficiency,
UpsellsListening for Leads – Identify new leads Sales Qualified
Leads, Increased Revenue
Listening for M&A - Research on potential acquisitions; Customer reaction on upcoming acquisitions
Corporate Strategy
Opex Savings
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