Final history of_social_mediaatdell

The History of Social Media @Dell

Anja Monrad, Executive Director Global Marketing

@anjamonrad

#SMWSMhistoryDell

Feedback: http://speakerscore.com/SP62

1

Global Marketing 2 Confidential 2/19/2013

Power of social media

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

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

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

80% of consumers research products online every week

(2012 Consumer Views of Live Help Online, A Global Perspective, Oracle)

CEO’s predict social media will become #2 way to engage with customers, pushing past websites and call centers.. (IBM CEO Study 2012)

Global Marketing

Sources: Facebook, Twitter, LinkedIn, www.domo.com/social, www.radicati.com

Social media is changing our world - 2012

1B Users on Facebook

34,722 every minute of the day

“likes” for brands on Facebook

600M Facebook users accessing via mobile

140M+ active Twitter users

100K every minute of the day

tweets sent by users

3.7B Worldwide IM accounts

“We don't have a choice on whether we DO social media, the question is how well we DO it.” – Erik Qualman, Socialnomics.net

48 hrs every minute of the day

new video uploaded to YouTube

2 new members per second on LinkedIn

187M+ Professionals on LinkedIn

3,600 every minute of the day

New photos shared via Instagram

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”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.” – Michael Dell

465M+ Twitter accounts

3rd largest ”country” in the world

Global Marketing

“Engaging in honest, direct conversations with customers and stakeholders is a part of who we are, who we always has 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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Global Marketing

Dell’s heritage

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

Early adopter of social media

One of the first to launch online discussion forums

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Global Marketing

January 2008 Dell aligns organization for success

August 2006 Blog outreach expanded beyond tech Support

December 2006 Ratings and reviews launched on Dell.com

July 2006 Direct2Dell launched Today

Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese.

February 2006 Michael Dell asked 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 joined Twitter

EmployeeStorm launched Internal Blogs Launched for Employees.

October 2007 Michael Dell quoted in Business Week In 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 2007 DellShares launched The first investor relations blog by a public company.

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

May 2008 Dell Outlet achieved $0.5M in sales via Twitter

April 2008 Inside IT launched Blog focused on business customers, and Cloud Computing.

June 2008 Channel blog launched

January 2009 Dell Organizes into four customer focused business units

2009

Spring 2009 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 Dell joins Sina Weibo in China

2006 2007 2008 2010

Social Media & Community University (SMaC U) launched

2011

Altimeter recognized Dell

with “Open Leadership Award for Innovation and

Execution”

5,000 team members trained by end of year

B2B pages on Facebook

Dell named the No. 1 most social brand

6 Awards for the Social Media Listening Command Center

June 2010 CAP Days launched In-person events for vocal online customers

December 2010 Social Media

Listening Command

Center launched

Over six years of social media experience

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Global Marketing

Dell‖s Listening

Command Center won the CeBIT Australia Innovation Award for 2011. Presented in May 2011.

The American Business Award for Customer Service Team of the Year presented to Dell for the Listening Command Center in June 2011.

The Bees Awards for Social Media Marketing. Dell won for Best Use of Analytic Tools for our Listening Command Center.

Dell‖s Listening Command

Center receives Forrester Groundswell Award Presented in October 2011.

Dell Listening Command Center wins @PRNews 2011 Digital PR Award for “Best

Listening Campaign” and “Best

Website Marketing”.

Dell Ranked as #1 Social Brand followed by NIKE, Starbucks, Best Buy UK, BBC, Nokia, Amazon, Sony PlayStation, Adidas, Coca-Cola and others.

Dell‖s Social

Media and Community team won

award for best Social CRM Strategy.

Red Cross co-won the 2012 Digital PR Team of the Year from the PR News Digital PR Awards for their social media humanitarian and digital fundraising efforts.

Clemson University won the 2012 Innovation in Education Award from the InnoVision Technology Awards for their Social Media Listening Center.

Recognition for Dell social leadership We’ve received industry recognition for engagement and listening

Our leadership is regularly cited by authors and is helping customers win awards

Social Media Services Group 7

Global Marketing

Listen, Learn, Engage & Act

Dell’s Social Media Listening Command Center 25,000 posts a day

@DellCares team engaging 1,000+ customers per week Positive impact on customer satisfaction: 35% conversion of demoters to promoters

Global Marketing

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

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Global Marketing

Social media is embedded throughout Dell Listening impacts NPS, OpInc and Brand

Product development • Feedback loop • Early warning • New product ideation

Marketing • Demand forecast • Lead generation • Message reach

Online presence • Ratings and reviews • Communities • Customer stories

Sales • Collaboration • Thought leadership • Blogs

Customer service • Listening • Support widgets • Outreach

Communication • Rich media • Brand reputation • Influence

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Global Marketing

Empowering employees: Social Media & Community University

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Policy

Principles

Governance

Training & tools

Global Marketing

It’s a place to capture feedback and conversation on our business (live)…

Dell Community Advisory Panel (CAP) Days

Global Marketing

• I don't know where to start.

• Who are my influencers? • What do customers say

about us?

• How do I build a training program?

• What tools do I use? • Are there any

standard processes that I can follow?

• Should I have a dedicated social media team?

• Which social media

channels would be most relevant for my business?

• How do I manage the inflow of information?

• I can't determine the ROI. • I don't know how

to scale a social media solution.

Bringing with it challenges of culture vs. adoption

Skilled resources

Customer feedback

Too much information

Tools and processes

The areas of

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challenge

Global Marketing

Best Practices Seminars

Listening and Insights Service

Listening Command Center Build-outs

Advisory Service

Social media services–what do you need?

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• build a training program. • know what tools to use. • find standard processes that I can follow.

• track business & market intelligence to understand my customers wants and needs.

• utilize analytics to improve customer support, enhance product offerings or inform investor relations for strategy development.

• manage the inflow of information. • understand what is being said about my brand and be a

part of those conversations.

• strategize and efficiently drive awareness, demand,

leads and message reach.

• know when and how to scale a social media

solution.

I want to …

• Strategies for specific corporate & industry needs.

• Benefit from Dells experience building listening command center.

• Discuss best practices for running & integrating into their business.

• Understand effectiveness of current initiatives.

• Establish strategic plan aligned with business goals, culture & ROI.

• Get daily/weekly/monthly reports Gain a deeper understanding of their customers, competitors and industry market needs.

Global Marketing 15 10/9/2012

• Social media gives us more opportunities to listen, connect and engage than ever before

• If you are not listening, you will go no where

• Our vision and business strategy is embedding social media throughout the company to become a leader in connecting with customers

• Empower, and train your employees

• Dell’s heritage of direct customer connections and online leadership are the seeds of our social media success • It is a journey…the Web evolves every day, so will the journey

Global Marketing

Thank you

@anjamonrad #SMWSMhistoryDell Feedback: http://speakerscore.com/SP62