The Qualitative Rewards of Social Media - Dell Stephen Jio - @stephenjatdell 15 Feb, 2012 – National College of Ireland - Dublin
Oct 21, 2014
The Qualitative Rewards of Social Media - Dell
Stephen Jio - @stephenjatdell
15 Feb, 2012 – National College of Ireland - Dublin
© 2011 - Dell 2 @stephenjatdell
Social Media: Where do you start in rationalizing your efforts?
© 2011 - Dell 3 @stephenjatdell
• Brand Health – Net Promoter Scores, Social Net Advocacy
• Customer Satisfaction (Social Support) – Within the Social environment, community responses
• Conversion (User Content) – Customer reviews, user generated content
• Consideration – Effectively driving traffic to dell.com
• Revenue – ‘Social’ associated purchases, indirect and direct attributed
KPIs: How we measure up our Social efforts
© 2011 - Dell 4 @stephenjatdell
Survey: The most important metrics in assessing Social Media
Resource: Econsultancy -The State of Social Report 2011
…But wait, there’s more!
© 2011 - Dell 5 @stephenjatdell
Consumer Confidence
Competitive Buzz Market Approach
Regional Impact
The Cost of NOT participating
Loyalty
Purchase Influence Presence
Market Insight
Content Impact
Rewards: Social Media provides you with insight from the Customer
Shareable Content
Trending
© 2011 - Dell Resource: Econsultancy -The State of Social Report 2011
Survey: What companies are using Social Media for
6 @stephenjatdell
…a paradigm shift is needed
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Communication
• Rich Media • Brand Reputation • Influence • Reputation
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
Where Dell uses Social Media
© 2011 - Dell 8 @stephenjatdell
Social Media: Where we’ve come from and where we’re going
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Dell’s Social Media & Community History
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© 2011 - Dell 10 @stephenjatdell
Social Media: The exchanging of ideas between dynamic communities enabled through the technology of ever-evolving tools
Direct2Dell
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Dell - Social Media Strategy Summary - Build and Execute your strategy
1. Define what you want to achieve with Social Media
2. Sponsorship from Executives is key
3. Budget for scalability
4. Train your employees for best practise engagement
5. Listen first to what is being said, understand your Customer
6. Engage and be part of the conversation and the solution
7. Opportunity is there in all elements of your business
@stephenjatdell
BUILD
EXECUTE
© 2011 - Dell
Listening
Engaging
Opportunity
“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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The 3 Touch Points to Social Media: Listen, Engage, Opportunity
© 2011 - Dell 13 @stephenjatdell Dell Global Listening Command Centre
Touch Point: Listening to the Community
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Why You NEED to Listen
14 @stephenjatdell
Brand Reputation
Product Evaluation Potential Issues
Instant Feedback
Queries on Product/Services
Support
Customer Stories Peer to Peer Influence
Comments
Sales Lead Generation
Listening: 26,000 posts daily about Dell
© 2011 - Dell 15 @stephenjatdell
• Helps you hone in on subject matter that you want to focus on
• Can perform intelligence in understanding the tone of the conversation
• Provides workflow integration
• Reporting capabilities
Listening Tools: Listening, publishing and work flow
© 2011 - Dell 16 @stephenjatdell
Touch Point: Engaging - reaching out to Customers
© 2011 - Dell
Hosted
Communities
Support
Mastery & Use
Affinity
Ideation
External Community
External Community
External Community
External Community
Extranets
Internal Networks /
Workgroups
Internal
External
Enterprise
Topical Experts
Community
Collaboration
Market
Direct2Dell
17 @stephenjatdell
Engaging: Collaboration at multiple levels
Mass Social Media
© 2011 - Dell 18 @stephenjatdell
• Engagement doesn’t mean responding to everything!
• Do not use to neutralise or argue a dissenting opinion
• Let the community respond; trust the community
• Engage in conversations that are already happening, BUT LOOK FOR LANDMINES
• Be prompt, Social Media moves quicker than any other channel of communication
…and don’t Tweet when you’re in a bad mood
Engagement: Food for thought
© 2011 - Dell 19 @stephenjatdell
#&@&ing
#FAIL: Think before Tweet
• When you tweet for a company you are the company
• Why training is so important
• Forget the delete button – once its posted, its permanent
© 2011 - Dell 20 @stephenjatdell
Engagement: Empower your employees in Social Media
© 2011 - Dell 21 @stephenjatdell
Employees are your best social advocates
• Make your Social strategy available to all Employees
• Train and certify Employees (and Agencies), to engage
• Reinforce transparency in all engagement even personal
• Provide internal social network as sandbox
• Coordinate closely with external communications
Empower Employees: Provide Social Media training
© 2011 - Dell 22 @stephenjatdell
Touch Point: Opportunity - Social Integration in the Business
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• IdeaStorm introduced 2007
• Over 16,000 idea submitted
• >470 implemented
• EmployeeStorm for staff
@stephenjatdell
Product Development: Crowdsourcing
© 2011 - Dell
Marketing: Social Product Integration
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• MTV EMA Awards – Red Carpet
• Over 1,000 fans had their picture taken on the red carpet
• Photographs taken with Dell Streak and instantly uploaded to Facebook page
• Allow fans to comment on their images and have a virtual ‘keepsake’ of the event
• Combined marketing campaign with advertising and features at Awards provided additional media goodness
@stephenjatdell
© 2011 - Dell
Communication: Shareable Rich Content
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• Product launch teasers, customer stories, product reviews, interviews, press conferences
• Dell Ultrabook Challenge had a million views in first 48 hours
• Dell Vlog channel has generated over 12 million views since launch
• Additional social properties
– Flickr
– Slideshare
@stephenjatdell
© 2011 - Dell 26
• Proactively reach out to customers
• Integrating efforts with support.dell.com
• Team engages with 1,000+ customers per week
• Positive impact on customer satisfaction: 35% conversion of ‘demoters’ to ‘promoters’
@stephenjatdell
Customer Service: Reaches beyond the ‘one to one’
© 2011 - Dell
Sales: Social Offers
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• Creating compelling offers – based on engagement with community
• 1.5 million followers on Dell Outlet ‘Deals’ Twitter page
• @DellHomeUK averages over 30 engagement on a daily basis proactively reaching out for sales opportunities
@stephenjatdell
© 2011 - Dell 28 @stephenjatdell
Final Words: Sometimes you can’t put a number on the benefits of Social Media…
© 2011 - Dell 29 @stephenjatdell
Thank you! @stephenjatdell
© 2011 - Dell 30 @stephenjatdell