Digital marketing innovations that
enhance consumer engagement
Marta Obrebska
CSMB Online Programs & Innovation
iMedia Brand Summit 2010
Global Marketing
OBJECTIVES:
Source ideas,feedback, innovationand dialogue
RESULTS:• > 13,500 ideas generated
• ~ 715,000 votes
• ~ 88,000 comments
• ~ 400 ideas Implemented by Dell
• Created a Facebook App and ability to post ideas directly to a Facebook profile
• Regularly running Storm Sessions, short-lived focus groups/discussions
www.ideastorm.com
1. Engage Your Customers: IDEASTORM
2
Global Marketing
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 growing
• Now 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
OBJECTIVES:
Test the concept of social & collaborative shopping
HOW IT WORKS:• The more people commit to a Swarm, the better
the price gets
• Encourages collaboration and sharing
• Pilot first launched in Singapore, going live in US/CA in 2010
• Tested 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
Visit us around the Web
www.dell.com
www.dell.com/conversations
www.direct2dell.com
www.dell.com/twitter
www.slideshare.net/dell_inc
www.youtube.com/user/DellVlog
www.flickr.com/photos/dellphotos/
www.facebook.com/dell
Global Marketing
BACKUP
Global Marketing
• Blogs
– Technorati ranking, Guest bloggers, Traffic, Conversation index, cost per sale
• Forums
– Posts and views, Accepted Solutions, VIP engagement, Opex savings
• Social Media
– Online Sentiment (positive, neutral, negative), net promoter score, issue prevention Opex savings
• IdeaStorm
– Site participation, Ideas implemented
– Followers, conversation index, cost per sale
MEASUREMENTS SHOULD REFLECT OBJECTIVES
7
Global Marketing
SOCIAL MEDIA IS NOW PART OF EVERYONE’S JOB
8
EARLY DAYSINCUBATION
TODAYDISTRIBUTED MODEL
Incubated all social media activity in Public Relations
Embedded in the businessMarketing & Com
munications
Support
Sales Product
Group
Central strategy
Central Team
DELL CONFIDENTIAL
Global Marketing
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 ORIGIN
Your association with Dell is clear. e.g. KerryatDell
A CLEAR GOALYour response aims to
achieve a desired goal.Inform/Guide/
Document/Thank
PERSONALISEDYour response is
not generic. You havethoroughly read the blogand all related entries.
TONEYour response
is conversational andmakes a positive
statement.
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 ORIGIN
Your 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.
