Shifting Storefronts Richard Margetic, Director, Global Social Media @ByJove
Shifting storefronts: How social is impacting business
Jan 13, 2015
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Shifting Storefronts
Richard Margetic, Director, Global Social Media
@ByJove
Global Marketing
Early Shopping
Global Marketing
Main Street Shopping 1920s
Global Marketing
Interstate System
Global Marketing
Suburban Shopping Mall
Global Marketing
Mobile Today
Global Marketing
Shopping at Home
Global MarketingHome Shopping: Catalogues
Global MarketingHome Shopping: TV
Global Marketing
Home Shopping: eCommerce
• Dell launches eCommerce in 1996. Hits $1 million a day in 1997.
Global Marketing
Social Impact
Global Marketing
Technology is changing business again…the social web is the new storefront
Global Marketing
Shopping Has Always Been Social
Global Marketing
Business grew and succeeded based on word of mouth
and they still do
… more so with the
social Web
Global Marketing
Shopping Triangle
Product /BrandSu
bjec
t Mat
ter E
xper
ts Third Party Reviews
Family/Friends
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Surprising Sometimes!
Where your fans are…
…and what they share
Special Thanks to BlaM4C and Marshalus
& more than 4000 customers before Dell was on Flickr
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Social Speed
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Social Growth
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• Projected to hit 1 Billion in August
• Asia has overtaken North America for second largest market, w/o China
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• Tweets per day
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Dell Social Growth
80%
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Social’s Impact
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Proof Points• We found that customers who engage with companies
over social media spend 20 percent to 40 percent more money with those companies than other customers. They also demonstrate a deeper emotional commitment to the companies, granting them an average 33 points higher Net Promoter® score (NPS®)Bain
• More than 60 percent of Internet-connected indi-viduals in the US now en-gage on social media platforms every day. IBID
Connecting social behavior to purchasing
WeeklyRevenue
WeeklyVisits
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The Social Continuum
>200K reviews globally66 countries, 15 languages
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62 Countries14 Languages
Over 170,000 Reviews Submitted14,461 Different Products
Reviewed75% of All Ratings 4 or 5 Stars
conversion & margin lift revenue/visitor is 3X higher in Japan; 134% higher in US
Application Generates Business Benefit
27
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Five Star Program Brand Insights
Delivers Insights, Changes Behavior
Messaging
28
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User generated Marketing
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Global Marketing31
ROI?
Business Value across the full customer lifecycle
Global Marketing
Social Media Conversations: Not Just Marketing.
• People are speaking to each other in a powerful new way
• These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge.
• As a result, markets are getting smarter, more informed, more organized.
• Participation in a networked market changes people fundamentally.
Global Marketing
Social commerce transcends transactions
• Insight: Social media improves Dell’s reach and share of voice
• Insight: Social Media provides high Business Value and contributes to demand gen vehicle
• 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
Awareness
Research and Consideration
Demand / Lead Gen and SalesSupport
CLV (loyalty)
Dell.com
External Communities
Our Communities
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The world around us is changing
34
• Disintermediation between the customer and the expert is happening already
• Users spending more time across the web engaging – beyond company’s website
• Customers trust their peers more than anyone else
• Traditional methods are not scaling; Does Social Media?
companies that embrace this the fastest will win
Control is not as successful as influence
First company tohit $1M a day inonline 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
Dell’s Direct & Online Heritage: Critical Enablers
One of the firstto launch online
discussion forums
Early adopter of social media
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Six years of experiments and experience
April 2006Tech support outreach to blogs
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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B2B Storefront• Social media has a huge impact on Dell’s sales funnel,
from SMB to Enterprise. Just as consumers are spending more time in social channels, so are B2B customers.
Analyst firm SiriusDecisions
estimates that by 2015, more than 75% of leads will
be sourced through inbound
channels like social media.
This chart shows where social
platforms and content types
typically reside in the sales funnel.
Global Marketing
Slideshare
Google+ LinkedIn
TwitterBlog
Dell.com
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Today’s Storefront
Every where
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Today’s Storefront
Every whereEvery when
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Today’s Storefront
Every whereEvery timeEvery one
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Are you minding the store?
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Questions?
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