Leverage Social Media to drive business

Simone Versteeg PR & Corporate Communications Manager EMEA Dell Services – @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

“The world’s most social company” - Business Insider, Jun 2011

“Dell #1 Socialbrands100” - March 2011

Dell ranked No.1 out of 100 social brands in

recent study by headstream

Today we will have connected with more than 5.4 million customers

More than 3.5 million people belong to our social media community

Direct2Dell one of the

most recognised company

blogs

Quick Dell facts

First company to hit $1M a day in online 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 first to launch online

discussion forums

Early adopter of social media

June 2005 – August 2006: Several Online Issues = Offline too

2008

March 2006 Community Outreach Team Formed Team begins by just listening and monitoring conversations to see what’s being said. The tech support experts are hand-selected for their tech problem-solving expertise and superior interpersonal skills.

August 2006 Blog Outreach Expands Beyond Tech Support Engagement with anyone who commented about the company. Business model and other issues considered.

December 2006 Ratings and Reviews on Dell.com

2007

July 2006 Direct2Dell Launched Today Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese.

February 2006 Michael Dell Asks 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.

2006 February 2007 IdeaStorm Launched A voting based site allowing customers and others to submit ideas for Dell.

June 2007 Dell joins Twitter Why don’t we reach out and help bloggers with tech support issues?

Dell Launches EmployeeStorm Internal Blogs Launched for Employees.

October 2007 Michael Dell quote in Business Week Jeff 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 2007 DellShares Launched The first investor relations blog by a public company.

January 2008 Dell Aligns Organization for Success

February 2008 Twitter Expanded Start experimenting with Twitter for business– another venue to help customers, but also thanking Dell customers. Outreach leads to some Twitters asking for help on purchases.

March 2008 Accepted Solutions launched on Community Dell France begins Online Community Outreach

May 2008 Dell Outlet Achieves $0.5M in Sales via Twitter Community team active on Twitter

Small Business blog launched

April 2008 Inside IT Launched Blog focused on business customers, and Cloud Computing.

June 2008 Channel Blog Launched

January 2009 Dell Organizes in to 4 customer focused business units

Spring 2009 Some Members of Community and Conversations deployed within each of the new Dell Business units

June 2009 $2M+ Sales via Twitter Dell outlet on Twitter surpasses $2 million in sales with another $1 million dollars in sales at dell.com

2009 Dell TechCenter A Collaborative Community for Datacenter pros grows by 400%

June 2009 Global Twitter Revenues of $6.5 M Community across the social web =3.5 million direct customer connections

December 2009 Huffington Post Blog Dell’s VP of Social Media and Community, Manish Mehta, begins blogging at Huffington Post

March 2010 China Micro-Blogging

2006 2008 2009 2010

April 2010 @DellCares launched Twitter account to support 24/7 global coverage in English

March 2010 Customer Support offered on Facebook

December 2010 Social Media Listening Command Centre Launched tracks on average more than 22,000 daily topic posts related to Dell, , as well as the mentions of Dell on Twitter that have a reach greater than the circulation of the top 12 daily newspapers in the United States

Nov. 2010 Chatter Dell extends enterprise social collaboration to 90,000+ employees

Nov. 2010 Linkedin products and services tab launched

Leverage social media to drive various business functions

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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 • Resolution

Communication

• Rich Media • Brand Reputation • Influence • Reputation

Listen & continuing listening Engage your team Act in conversations already taking place

How you can benefit

Social media listening:

• Support Outreach Service:

– @DellCares team engaging 1000+ customers per week

– Positive impact on customer satisfaction: 35% conversion of demoters to promoters

• Listening Command Center:

– Accountable for the timely & accurate resolution and public response for high sev issues

– Global Listening across 11 languages and all Bus

– Supports listeners and responders across Dell

• Subject Matter Experts:

– Listeners across all functions and business units who keep real time pulse of their customers

– Building brand advocates

– Engaging with influencers

Customers in need are critical opportunities Social Media gives them voice & you opportunities

Principles

Policy

Governance

Training & tools

Social media & community university

Internal Social Networks

• Dell is using Chatter to increase cross-departmental team collaboration

• Over 90,000 Dell employees quickly and easily collaborate around documents and information like sales opportunities, team projects and campaigns

• Fosters relationships

• A hybrid of Twitter, Facebook, Sina, Ren-Ren, Orkut

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Where is the ROI Business Value of Social Media

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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 Sales

Support

CLV (loyalty) Dell.com

External Communities

Our Communities

Summary tips / insights

• Listen:

– Listen first- Listen and learn before jumping in

– Continue to listen – rapidly evolving

• Engage:

– Find your employee champions and involve them

– Train and protect your employees

– Figure out your business objectives, identify the appropriate data to use for measurement

• Act:

– Engage in conversations that are already happening

– Look for opportunities to build relationships with influencers

– When building relationships, In-Person > Virtual

Connecting with Dell

www.dell.com

www.dell.com/conversations

www.direct2dell.com

www.dell.com/twitter

www.ideastorm.com

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