Dell’s Next Step: Listening & Engaging 2.0

Lionel Menchaca

Chief Blogger

BlogWell Cincinnati (April 7, 2010)

Social Media

Dell Online Activity Timeline

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SDC/ DCF Direct2DellBlog OutreachCorp. Rep.

IdeaStorm

1996/ 1997 August 2006April 2006 July 2006 February 2007

•Support.dell.com preceded Dell.com•Dell Community Forum

rooted in break/ fix

activity

•Humble beginnings•Established foundation for Direct2Dell content•Extended DCF and Direct2Dell’s reach

• Also humble beginnings•Helped grow Dell’s credibility and grow Direct2Dell’s readership organically

•Community-driven concept that caught on quickly•Was among the first crowdsourcing experiments by a brand

•Extended two-way communication with customers•Content influenced by online conversations helped build our credibility

Outreach

Social Media

What We Learned

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Dell must be part of the

conversation ecosystem

Centralizing Dell’s social media

efforts only gets us so far

Engaging in brand reputation and

topic discussions is worthwhile

4000 – 5000 conversations

happen around the Web about Dell every day

Social Media

Fundamental Challenges

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How to make sense of the firehose

How to scale

Social Media

Listening & Response 2.0 Structure

5

Listening Process

Social Media Responder Team

Listening Czar

Segment SME discussions

Brand/ Reputation discussions

External Blogs/ Forums

Support.Dell.com

External Blogs/ Forums

Dell Community SitesDell Community Sites

Dell Community Sites

Social Media

Listening & Response Engine

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Listen to customer conversations across the web

Listen and Engage Customers Who…

Have Suggestions Are loyal fans

(our community + external social networks)

Need Help (internal and external forums, blogs,

other external social networks )

Closed Loop Response Engine

Early Warning System

Drive for Root Cause ID

Storm Sessions / IdeaStorm

Closed Loop Process

Implement Changes

Thank / Surprise / Delight

Create Movement

Brand Ambassadors

Customer Service& Tech Support

Product Group & Professional Services

Communications Marketing& Online

Sales

Embed Responders and SMEs across critical parts of the organization to close loop with customers

Hone the listening process (top to bottom), be willing to take action and drive change in the business

Social Media

www.dell.com

www.dell.com/forums

www.direct2dell.com

www.ideastorm.com

www.dell.com/twitter

www.slideshare.net/dell_inc

www.youtube.com/user/DellVlog

www.flickr.com/photos/dellphotos

www.dell.com/facebook

Where to Find us On the Web

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