dell's journey into social media
DESCRIPTION
Knox presented the story of Dell's journey into social media and how Dell now has social media embedded into the fabric of its company.TRANSCRIPT
The Power of Social Media: proof in the journey October 2013
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7 years ago: 4000 posts per day Today: 25,000 posts per day (in English alone)
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About your presenter • Highest ranked Social Media SME at Dell • Social Media Nerd, Process Engineer, Product Development, Management Consultant • Passionate about using social media to create connections…
– for companies and their customers, – for personal brand, and – to make a difference in the world (charities)
• Digital Footprints and Passions – @knoxkeith (twitter) – http://instacanv.as/knoxknox – www.linkedin.com/in/keithknox – #Movember – www.veteransadventure.org
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Starting down a new road, in a vehicle, yet
to be proven
Even today, the infrastructure is
evolving
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Our Customers Are Talking About Dell
• Our customers are talking about Dell. – 25K conversations daily about Dell
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“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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Our Customers Want Us Engaged
• 93% of social media users believe a company should have a presence in social media
• 85% of users believe a company should not only be present but also interact with its consumers via social media
• 56% of users feel they have a stronger connection with and are better served by companies when they can interact with them in a social media environment
• 60% of B2B technology decision-makers rely on technical support forums to inform and validate their purchase decisions
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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
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 2009 2010 2011
Altimeter recognized Dell with “Open Leadership Award for Innovation and Execution”
Social Media & Community University (SMaC U) launched 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
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Social media practitioner
crawl. walk. run.
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Empowering employees: Social Media & Community University
Principles
Policy Governance
Training, Certification & Tools
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Listening to the conversations….
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Innovating in the future: A social radio for all employees
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Customers giving feedback on Dell’s business Dell facilitating topic-based discussions & brainstorms with influencers not customers
Outside In Inside Out
Customer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Transforming reputation via social Dell CAP Days Dell Social Think Tanks
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Customers in need are critical opportunities Social Media gives them a voice … & us… opportunities
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Key Use Cases
How social listening provides value Benefits Stakeholder
Listening for Governmental Issues– Better understanding of potential issues
Government Relations Enabler
Competitive Intelligence – Understand competitor messaging and share of voice Product Group Opex Savings
SOS Support – Improve prioritization and coverage of Support issues Customer Support Call Reduction,
Improve NPS Marketing / Merchandising – Improve messaging and offers based on customer feedback Marketing Improve MarComm
Efficiency, Upsells
Listening for Leads – Identify new leads Sales Qualified Leads, Increased Revenue Listening for M&A - Research on potential acquisitions;
Customer reaction on upcoming acquisitions Corporate Strategy Opex Savings
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