Leverage Social Media to drive your business
Simone VersteegPR & Corporate Communications Manager Dell – @simoneversteeg
A leading global provider of technology solutions
Founded by CEO
Michael Dell for
$1,000 in 1984
Over $60bn revenue
103,000 team members in 64 countries
8,000 Dell employees participated Social Media
trainings of which 3,000 are certified
25,000 online posts about Dell each day
98% resolution rate on Social Outreach Services (like @DellCares @DellLuistert)
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 Enabler
One of the firstto launch online
discussion forums
Early adopter of social media
June 2005 – August 2006: Several Online Issues = Offline too
Global Marketing
Five years of experiments and experience
August 2006Blog outreach expands beyond tech Support
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
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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
Global Marketing11 Confidential 04/11/2023
Global Marketing
Before the Social Web: Our Online Perspective
12
Dell.comOur
Communities
Global Marketing
Lesson #1: Opportunity of a Powerful Ecosystem
Confidential13
Dell.com
External Communities Our Communities
Team Members
Rishi Dave | Inside Out14 Confidential
04/11/2023
Lesson #2: starts with listening to Be A Better Business, across the Business
Global Marketing
Lesson #3: Integrate where Customer & Business Value are realized across all business functions
Product Development
• Feedback Loop• Early Warning• New Product
Ideation
Marketing
• Demand Forecast• Lead Generation• Message Reach
Online Presence
• Ratings & Reviews• Communities• Customer Stories
Sales
• Collaboration• Thought
Leadership• Blogs
Customer Service
• Listening• Support Widgets• Outreach
Communication
• Rich Media• Brand Reputation• Influence• Reputation
Global Marketing
Think of it as a tool, not a channel
Lesson #4: Listen + Engage = Act. It’s at the heart of all strategies…
But How to Scale?
Rishi Dave | Inside Out
Lesson #5: Empowering Employees: Social Media & Community University
Principles
Policy
Governance
Training & tools
Global Marketing
Lesson #6:
The quest for a single ROI?
Business Value across the full customer lifecycle
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Look across the entire customer lifecycle. It can be used everywhere …
• 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
Rishi Dave | Inside Out
Lesson #7: It is a journey not simply “marketing campaigns”
21
SM B2C & B2B
22
Marketing;
Time for renewal and evolution?
Image thanks to Hugh McLeod @Gapingvoid
The world around us is changing
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• 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
Dell’s Social Grid on Facebook (Consumer)
• Content to increase favorability• Profile of your Social Life• Discover new things through the
passion of your friends• No ongoing conversations
Alienware on Facebook (Gaming)
• Dell’s Gaming brand• Separate from Dell NL• Active (gamers) community• Ongoing conversations• Daily content
CSR: American Red Cross Disaster Operations Center – Powered by Dell
Looking for…
• Positive buzz about Dell in social media
• Increase in positive coverage across social/traditional media (measured via Communications Pulse Tracker)
• Key learning and feedback to help drive improvements to our business
• Ongoing relationships with influencers who can help tell the Dell Story and become brand advocates
• First and foremost, it’s a LISTENING event.• Agenda/objectives/attendees determined based
on existing conversation online• A discussion with customers, experts or bloggers
who are particularly vocal / influential in social media
• Open/honest face-to-face dialogue• Forum for feedback that is funnelled back to the
business for action.• An opportunity to build relationships with key
influencers.
CAP days / Think Tank is….
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Dell Social Biz Community
• Share social media best practices
• Discuss how online engagement meets business objectives
• Explore the journey to become a social business
http://dell.com/socialbiz
Global Marketing
Connecting Around the Web
www.dell.com / www.dell.nl
www.dell.com/conversations
www.direct2dell.com
www.dell.com/twitter
http://www.slideshare.net/dell_inc
http://www.youtube.com/user/DellVlog
http://www.flickr.com/photos/dellphotos/
http://www.facebook.com/dell
Global Marketing
Thanks&
Join the conversation
@simoneversteeg@DellNederland @DellLuistert