Confidential

How to Engage in Social Media What we have learned at Dell

• Rishi Dave | @RishiAtDell | rishi_dave@dell.com | Executive Director, Online

Global Marketing Confidential

Send client

Search network

Stream cloud

Welcome to the Virtual Era

Andrew Lark | Inside Out Confidential

A shift in how we communicate

Visiting social sites is 4th most popular online activity – ahead of email2

300,000+ new users join Twitter every day 3

The average US home will have 5 to 10 web-enabled devices by 2014 5

86,400+ people join LinkedIn every day – half are outside the US 6

U.S. users spend 23% of time online on social networks – and only 8% on email 7

50% of TV viewers around the world watch Internet TV every week 4 More than 2/3 of the global internet population

visit social networks 8

35 hours of video are uploaded to YouTube every minute 1

Andrew Lark | Inside Out Confidential

A shift in where we connect 420,000,000 Facebook users are outside the US 10

300,000,000 users log in to Facebook every day 11

30,000,000,000: number of items shared by Facebook users every month 12

130: number of friends the average Facebook user is connected to 13

80: number of community pages, groups and events the average Facebook user is connected to 14

600,000,000 people on Facebook – 11.5% of the world’s population 9

Andrew Lark | Inside Out Confidential

A shift in who speaks for your brand

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66% OF BRAND TOUCHPOINTS ARE NOW GENERATED BY CUSTOMERS

34% OF BLOGGERS POST OPINIONS ABOUT PRODUCTS

Andrew Lark | Inside Out Confidential

A shift in purchase behavior

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50% OF PEOPLE ARE MORE LIKELY TO BUY IF ENGAGED VIA SOCIAL SITES

Andrew Lark | Inside Out Confidential

A Shift in Identities: Personal and Business Brand

It’s the same thing…good luck separating the two

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Personal Brand

Business Brand

Andrew Lark | Inside Out Confidential

It’s not about shiny objects or catchy slogans

Andrew Lark | Inside Out Confidential

It’s The Neighborhood Business Back to the Future

Andrew Lark | Inside Out Confidential

Businesses grew and succeeded based on word of mouth…

…and they still do

… more so with the social Web

Andrew Lark | Inside Out Confidential

Dell embraced the “New Web” to its core

• Identified value drivers

– Leveraged insights into leading social commerce strategies (Best Buy, Wal-Mart, Nike, etc…. ) to validate strategic direction

– Evaluated over 21 social commerce categories and 71 vendors

• Built business case

– Captured social commerce innovation requirements across Dell

– 181 use cases developed with input across the businesses

• Aligned Dell departments and resources around this strategy

– Investment categories and their scope

– Social commerce information architecture

– Dedicated central team and interdepartmental resourcing model

• Built core competencies –

– Listening

– Community administration & reputation management

– External engagement and evangelism best practices

– Metrics

• Controlled what needed to be controlled, freed the rest

Andrew Lark | Inside Out Confidential 12

An approach…

1. Start with your goal – it will define your strategy.

2. Identify and listen to existing conversations.

3. Empower and encourage your internal organizations to participate.

4. Create and cultivate conversations and communities where your customers (and employees!) are.

5. Incent participants to create – and share – great content.

6. Measure your success and adjust your strategy.

7. Engage IT as an enabler of social media

Andrew Lark | Inside Out Confidential 13

What are your goals?

• What are your business goals? Do you want to drive

– Awareness? Consideration? Conversion?

– Customer satisfaction? Brand perception?

– Cost savings? ROI?

– Innovation?

• Once you have identified a clear goal, you have a few more questions to answer:

– Who are you targeting?

– Where does that audience go for information?

– What type of content does that audience want?

– Who in your company can provide that content?

– Where are the biggest opportunities for engagement?

Confidential

Andrew Lark | Inside Out Confidential 14

An approach…

Confidential

1. Start with your goal – it will define your strategy.

2. Identify and listen to existing conversations.

3. Empower and encourage your internal organizations to participate.

4. Create and cultivate conversations and communities where your customers (and employees!) are.

5. Incent participants to create – and share – great content.

6. Measure your success and adjust your strategy.

7. Engage IT as an enabler of social media

Andrew Lark | Inside Out Confidential

Listening & Engagement

Andrew Lark | Inside Out Confidential

Dell’s Social Media Command Center

Andrew Lark | Inside Out Confidential

Top executives actively engage via Twitter

Customer voices frustration… … Dell Listens, Engages and

Resolves issue…

… delighting the Customer whose following retweets to

150k+ users

You're very welcome! @MichaelDell Thank you for the fantastic service - and for the reminder of things still to do! x0x 7:43 PM May 25th via web

Michael Dell jumps in…

@ModelSupplies Thanks for contacting @dellcares and for positive feedback too. Thrilled to hear you are a happy Dell customer! 6:14 PM May 25th via web

Model Supplies raves

Andrew Lark | Inside Out Confidential 18

An approach…

Confidential

1. Start with your goal – it will define your strategy.

2. Identify and listen to existing conversations.

3. Empower and encourage your internal organizations to participate.

4. Create and cultivate conversations and communities where your customers (and employees!) are.

5. Incent participants to create – and share – great content.

6. Measure your success and adjust your strategy.

7. Engage IT as an enabler of social media

Andrew Lark | Inside Out Confidential

Employees are your company’s rock stars 19

Andrew Lark | Inside Out Confidential

Not just a campaign, but in harmony across the fabric of a company

Product Group

Marketing

Services Solutions

Online

Sales

Customer Service

Comms PR & HR

QUALITY

DEMAND

CREDIBILITY

CONVERSION

CYCLE TIME

RESOLUTION

REPUTATION

Andrew Lark | Inside Out Confidential

Own strategy

Lead programs

Tools & Processes

Partner to embed across the company

Marketing Sales

IT Tech Support

Brand Global Communications Product Development

R&D Legal

Dedicated Team < 20 Social Media & Community

Leadership Council

Function Specific Leadership Councils

by program company-wide global by function

How do we engage?

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Social Across the Fabric

Sales

Mktg

Products

Support

HR

multiple points of engagement unique measures

unique ROI

Andrew Lark | Inside Out Confidential

…but with a shared set of principles:

Social Media & Community University

Principles

Policy

Governance

Training & tools

Andrew Lark | Inside Out Confidential

Internal conferences

Andrew Lark | Inside Out Confidential 25

An approach…

Confidential

1. Start with your goal – it will define your strategy.

2. Identify and listen to existing conversations.

3. Empower and encourage your internal organizations to participate.

4. Create and cultivate conversations and communities where your customers (and employees!) are.

5. Incent participants to create – and share – great content.

6. Measure your success and adjust your strategy.

7. Engage IT as an enabler of social media

Andrew Lark | Inside Out Confidential 26

Who’s ready to talk?

• Choose your audience:

– Which sub-segments of your audience are most likely to engage in social media?

• Go where they go: What types of social media do they use?

– Blogging? Micro-blogging?

– Reviewing? Commenting?

– Research?

• Stand out in the crowd

– What other players are already chasing this audience?

– Is your audience’s attention already saturated with identifiable, best-in-class social content that will be hard to compete against?

– Are there places your target audience is underserved?

Confidential

Andrew Lark | Inside Out Confidential

Where to engage?

27 Confidential

Your site

External Communities Your Communities

Team Members

• Why build a page on this particular site?

• Will the community benefit customers?

• Have you resourced the project?

Andrew Lark | Inside Out Confidential

Brain-stormers

Andrew Lark | Inside Out Confidential 29

Trusted advisors

Andrew Lark | Inside Out Confidential 30

An approach…

Confidential

1. Start with your goal – it will define your strategy.

2. Identify and listen to existing conversations.

3. Empower and encourage your internal organizations to participate.

4. Create and cultivate conversations and communities where your customers (and employees!) are.

5. Incent participants to create – and share – great content.

6. Measure your success and adjust your strategy.

7. Engage IT as an enabler of social media

Andrew Lark | Inside Out Confidential

Your fans are often

the unofficial leaders of their

communities treat them like family

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Andrew Lark | Inside Out Confidential 32

Reward and recognize

Andrew Lark | Inside Out Confidential

Reuse the content they create

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How can a great community post become a great whitepaper and a great email blast and a great banner and a great newsletter, and a great sales presentation, and a great…

Andrew Lark | Inside Out Confidential

Syndicate with scale

Andrew Lark | Inside Out Confidential

Great content creators, curators, and architects are the new celebrities.

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Drudge

Huffington

Ebert

Kawasaki

Brogen

Get them to amplify your content.

Andrew Lark | Inside Out Confidential 36

Andrew Lark | Inside Out Confidential 37

An approach…

Confidential

1. Start with your goal – it will define your strategy.

2. Identify and listen to existing conversations.

3. Empower and encourage your internal organizations to participate.

4. Create and cultivate conversations and communities where your customers (and employees!) are.

5. Incent participants to create – and share – great content.

6. Measure your success and adjust your strategy.

7. Engage IT as an enabler of social media

Andrew Lark | Inside Out Confidential

McKinsey Research:

The promise of the social media

is being delivered

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1. Of those surveyed, 69 percent of respondents report their companies have gained measurable business benefits

2. Benefits include: innovative products and services, more effective marketing, better access to knowledge, lower cost of doing business, and higher revenues.

3. Companies making greatest use of the technologies report even greater benefits. Successful companies integrate Web 2.0 technologies with work flows to create a “networked company,” linking themselves with customers and suppliers

Web 2.0: McKinsey Global Survey Results, September 2009

Andrew Lark | Inside Out Confidential

Myriad of Metrics

“Incidental Value” of Social Media

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Revenue

Views & clicks to dell.com

Community size, Connections

Lower cost, faster hires

Issue tracking, Sentiment,

Share of voice

Social Today

Andrew Lark | Inside Out Confidential 41

Evolution always happens in phases

Experiment

Product

Application

Connected and Scaling

Build Out

Andrew Lark | Inside Out Confidential

62 Countries 14 Languages

Over 140,000 Reviews Submitted 14,461 Different Products Reviewed

75% of All Ratings 4 or 5 Stars

conversion & margin lift revenue/visitor is 3X higher in Japan; 134% higher in US

Generate Business Benefit

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Andrew Lark | Inside Out Confidential

Five Star Program Brand Insights

Deliver Insights, Change Behavior

Messaging

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Andrew Lark | Inside Out Confidential 44

An approach…

Confidential

1. Start with your goal – it will define your strategy.

2. Identify and listen to existing conversations.

3. Empower and encourage your internal organizations to participate.

4. Create and cultivate conversations and communities where your customers (and employees!) are.

5. Incent participants to create – and share – great content.

6. Measure your success and adjust your strategy.

7. Engage IT as an enabler of social media

Andrew Lark | Inside Out Confidential

Welcome to the Virtual Era Application and workload efficiency being redefined

45 Confidential

• Enterprise apps migrate to public, private and hybrid clouds

• Tiered storage embraces the cloud

• Flexible services runs remaining infrastructure

• Billions of end-points

• Millennials challenging IT

• New form factors redefine apps

• Intense collaboration

• Exponential growth of unstructured data

• Custom & Enterprise workloads redefined by hyperscale economics

• Highly-scaled, x86, virtualized environments

• Rapid consolidation

Andrew Lark | Inside Out Confidential

How will you redefine IT Economics?

2010 Dell Analyst Meeting

Andrew Lark | Inside Out Confidential

Sources 1. 35 hours of video are uploaded to YouTube every minute (November 2010, YouTube corporate blog - http://youtube-global.blogspot.com/2010/11/great-scott-over-35-hours-of-

video.html)

2. “Visiting social sites is the 4th most popular online activity – ahead of email” (Nielsen, Global Faces & Networked Places, 2009)

3. 300,000+ new users join Twitter daily (Business Insider, "Twitter Finally Reveals All Its Secret Stats." http://www.businessinsider.com/twitter-stats-2010-4#. April 14, 2010.)

4. Multi Screen Media Consumption 2010." (Ericsson ConsumerLab, http://www.slideshare.net/skripnikov/ericsson-co)

5. The average US household will own five to 10 web-enabled devices by 2014 ("Web-enabled TVs present an e-commerce opportunity." Internet Retailer, November 23, 2010)

6. 86,400+ people join LinkedIn daily – half are outside the US (Official LinkedIn Stats. January 15, 2011. http://press.linkedin.com/)

7. U.S. users spend 23% of online time on social networks – and only 8% on email ("Social Networking Dominates U.S. Web Use; Facebook Leads The Way." CRN. August 2, 2010)

8. More than 2/3 of the global internet population visit social networks ("Global Faces and Networked Places: A Nielsen report on Social Networking’s New Global Footprint." The Nielsen Company, March 2009)

9. 600,000,000+ people on Facebook ("Goldman to clients: Facebook has 600 million users." MSCNBC, January 5, 2011)

10. 420,000,000 Facebook users are outside the US (Official Facebook statistics. http://www.facebook.com/press/info.php?statistics. January 15, 2011)

11. 300,000,000 users log in to Facebook every day (Official Facebook statistics. http://www.facebook.com/press/info.php?statistics. January 15, 2011; US and World Population Clock. 7:14 a.m., January 15, 2011. http://www.census.gov/main/www/popclock.html)

12. 30,000,000,000: number of items shared by Facebook users every month (Official Facebook statistics. http://www.facebook.com/press/info.php?statistics. January 15, 2011)

13. 130: number of friends the average Facebook user is connected to (Official Facebook statistics. http://www.facebook.com/press/info.php?statistics. January 15, 2011)

14. 80: number of community pages, groups and events the average Facebook user is connected to (Official Facebook statistics. http://www.facebook.com/press/info.php?statistics. January 15, 2011)

Confidential

Thank you!

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