blogwell cincinnati social media case study: dell, presented by lionel menchaca
TRANSCRIPT
Dell’s Next Step: Listening & Engaging 2.0
Lionel Menchaca
Chief Blogger
BlogWell Cincinnati (April 7, 2010)
Social Media3
Dell Online Activity Timeline
SDC/ DCF
Direct2Dell
Blog Outreach
Corp. Rep. IdeaStor
m
1996/ 1997
August 2006
April 2006
July 2006 February 1997
• Support.dell.com preceded Dell.com
• Dell Community Forum rooted in
break/ fix activity
• Humble beginnings• Established
foundation for Direct2Dell content
• Extended DCF and Direct2Dell’s reach
• Also humble beginnings
• Helped grow Dell’s credibility and grow Direct2Dell’s readership organically
• Community-driven concept that caught on quickly
• Was among the first crowdsourcing experiments by a brand
• Extended two-way communication with customers
• Content influenced by online conversations helped build our credibility
Outreach
Social Media4
What We Learned
Dell must be part of the
conversation ecosystem
Centralizing Dell’s social
media efforts only gets us so
far
Engaging in brand
reputation and topic
discussions is worthwhile
4000 – 5000 conversations
happen around the Web about
Dell every day
Social Media6
Listening & Response 2.0 Structure
Listening Process
Social Media Responder Team
Listening Czar
Segment SME discussions
Brand/ Reputation discussions
External Blogs/ Forums
Support.Dell.com
External Blogs/ ForumsDell Community
SitesDell Community Sites
Dell Community Sites
Social Media7
Listening & Response Engine
Listen to customer conversations across the web
Listen and Engage Customers Who…
Have Suggestions Are loyal fans (our community + external social networks)
Need Help (internal and external forums, blogs,
other external social networks )
Closed Loop Response Engine
Early Warning System
Drive for Root Cause ID
Storm Sessions / IdeaStorm
Closed Loop Process
Implement Changes
Thank / Surprise / Delight
Create Movement
Brand Ambassadors
Customer Service& Tech Support
Product Group & Professional Services
Communications Marketing & Online
Sales
Embed Responders and SMEs across critical parts of the organization to close loop with customers
Hone the listening process (top to bottom), be willing to take action and drive change in the business
Social Media8
www.dell.com
www.dell.com/forums
www.direct2dell.com
www.ideastorm.com
www.dell.com/twitter
www.slideshare.net/dell_inc
www.youtube.com/user/DellVlog
www.flickr.com/photos/dellphotos
www.dell.com/facebook
Where to Find us On the Web