dell - marta obrebska - online business manager, csmb

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AN INSIDE LOOK: Social Media at Dell

Digital marketing innovations that enhance consumer engagement

Marta ObrebskaCSMB Online Programs & InnovationiMedia Brand Summit 2010

Global Marketing

1

OBJECTIVES:

Source ideas,feedback, innovationand dialogue

RESULTS:

> 13,500 ideas generated~ 715,000 votes~ 88,000 comments~ 400 ideas Implemented by DellCreated a Facebook App and ability to post ideas directly to a Facebook profileRegularly running Storm Sessions, short-lived focus groups/discussions

www.ideastorm.com

1. Engage Your Customers: IDEASTORM

2

Global Marketing

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OBJECTIVES:

Direct conversations, share Dell news and offers

RESULTS:

2. Provide Something Relevant:TWITTER

Surpassed $9M in revenue since launch in 2007 Over one million followers, now live in 12 countries and growingNow 35 official Dell accounts + many more personal accounts One of five brands that are within the 100 most followed Twitter users. (Wholefoods, Zappos, JetBlue, and Woot are the other four).

www.dell.com/twitter

Global Marketing

3

OBJECTIVES:

Test the concept of social & collaborative shopping

HOW IT WORKS:

The more people commit to a Swarm, the better the price getsEncourages collaboration and sharingPilot first launched in Singapore, going live in US/CA in 2010Tested on university students first, now working on making it more appealing for the mainstream No results to share yet.

www.dellswarm.com/sg

3. Experiment & Innovate: DELL SWARM

4

Global Marketing

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Visit us around the Web

www.dell.comwww.dell.com/conversationswww.direct2dell.comwww.dell.com/twitterwww.slideshare.net/dell_incwww.youtube.com/user/DellVlogwww.flickr.com/photos/dellphotos/www.facebook.com/dell

Global Marketing

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BACKUP

Global Marketing

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BlogsTechnorati ranking, Guest bloggers, Traffic, Conversation index, cost per saleForums Posts and views, Accepted Solutions, VIP engagement, Opex savingsSocial MediaOnline Sentiment (positive, neutral, negative), net promoter score, issue prevention Opex savingsIdeaStormSite participation, Ideas implementedTwitterFollowers, conversation index, cost per sale

MEASUREMENTS SHOULD REFLECT OBJECTIVES

7

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SOCIAL MEDIA IS NOW PART OF EVERYONES JOB

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EARLY DAYSINCUBATION

TODAYDISTRIBUTED MODEL

Incubated all social media activity in Public Relations

Embedded in the business

Central Team

DELL CONFIDENTIAL

Global Marketing

8

NO

ONLINE OUTREACH ASSESSMENT

AGGRESSIVEIs the site overly negative and dedicated to ridiculing others?

NEW BLOG POST FOUNDIs the post positive?

MISGUIDEDDoes the post have the facts wrong?

ACTIONABLE ISSUEDoes the post detail an unresolved customer issue?

NO

MONITOR ONLYAvoid flame wars. Monitor thesite for relevant information and comments.

BLOG RESPONSE CHECKLIST

TRANSPARENCY OF ORIGINYour association with Dell is clear. e.g. KerryatDell

A CLEAR GOALYour response aims to achieve a desired goal.Inform/Guide/Document/Thank

PERSONALISEDYour response isnot generic. You havethoroughly read the blogand all related entries.

TONEYour response is conversational andmakes a positivestatement.

CUSTOMER FOCUSEDYour response positions you as a true customer advocate.

FINAL EVALUATIONBase response on present circumstances, site influence and stakeholder prominence. Will you respond?

YES

YES

NO

NO

FINAL EVALUATIONYou can agree with post, let it stand or provide a positive review.Will you respond?

YES

NO

NO RESPONSELet the post stand.

NO

YES

CORRECT THE FACTSComment with factual information in comment field.

SUPPORTRectify the situation.Respond and act upon a reasonable solution.e.g. Escalate the issue internally.

YES

YES

NO RESPONSELet the post stand.

9

MISGUIDEDDoes the post have the facts wrong?

FINAL EVALUATIONBase response on present circumstances, site influence and stakeholder prominence. Will you respond?

NO RESPONSELet the post stand.

NO RESPONSELet the post stand.

ACTIONABLE ISSUEDoes the post detail an unresolved customer issue?

MONITOR ONLYAvoid flame wars. Monitor thesite for relevant information and comments.

TRANSPARENCY OF ORIGINYour association with Dell is clear. e.g. MartaatDell

A CLEAR GOALYour response aims to achieve a desired goal.Inform/Guide/Document/Thank

CORRECT THE FACTSComment with factual information in comment field.

SUPPORTRectify the situation.Respond and act upon a reasonable solution.e.g. Escalate the issue internally.

MISGUIDEDDoes the post have the facts wrong?

FINAL EVALUATIONBase response on present circumstances, site influence and stakeholder prominence. Will you respond?

NO RESPONSELet the post stand.

NO RESPONSELet the post stand.

Global Marketing

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