The Qualitative Rewards of Social Media - Dell

Stephen Jio - @stephenjatdell

15 Feb, 2012 – National College of Ireland - Dublin

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Social Media: Where do you start in rationalizing your efforts?

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• Brand Health – Net Promoter Scores, Social Net Advocacy

• Customer Satisfaction (Social Support) – Within the Social environment, community responses

• Conversion (User Content) – Customer reviews, user generated content

• Consideration – Effectively driving traffic to dell.com

• Revenue – ‘Social’ associated purchases, indirect and direct attributed

KPIs: How we measure up our Social efforts

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Survey: The most important metrics in assessing Social Media

Resource: Econsultancy -The State of Social Report 2011

…But wait, there’s more!

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Consumer Confidence

Competitive Buzz Market Approach

Regional Impact

The Cost of NOT participating

Loyalty

Purchase Influence Presence

Market Insight

Content Impact

Rewards: Social Media provides you with insight from the Customer

Shareable Content

Trending

© 2011 - Dell Resource: Econsultancy -The State of Social Report 2011

Survey: What companies are using Social Media for

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…a paradigm shift is needed

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Communication

• Rich Media • Brand Reputation • Influence • Reputation

Product Development

• Feedback Loop • Early Warning • New Product

Ideation

Marketing

• Demand Forecast • Lead Generation • Message Reach

Online Presence

• Ratings & Reviews • Communities • Customer Stories

Sales • Leads • Collaboration • Thought Leadership • Blogs

Customer Service

• Listening • Support Widgets • Outreach

Where Dell uses Social Media

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Social Media: Where we’ve come from and where we’re going

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Dell’s Social Media & Community History

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Social Media: The exchanging of ideas between dynamic communities enabled through the technology of ever-evolving tools

Direct2Dell

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Dell - Social Media Strategy Summary - Build and Execute your strategy

1. Define what you want to achieve with Social Media

2. Sponsorship from Executives is key

3. Budget for scalability

4. Train your employees for best practise engagement

5. Listen first to what is being said, understand your Customer

6. Engage and be part of the conversation and the solution

7. Opportunity is there in all elements of your business

@stephenjatdell

BUILD

EXECUTE

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Listening

Engaging

Opportunity

“Engaging in honest, direct conversations with customers and stakeholders is a part of who we are, who we’ve always been. The social web amplifies our opportunity to listen and learn and invest ourselves in two-way dialogue, enabling us to become a better company with more to offer the people who depend on us.”

- Michael Dell

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The 3 Touch Points to Social Media: Listen, Engage, Opportunity

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Touch Point: Listening to the Community

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Why You NEED to Listen

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Brand Reputation

Product Evaluation Potential Issues

Instant Feedback

Queries on Product/Services

Support

Customer Stories Peer to Peer Influence

Comments

Sales Lead Generation

Listening: 26,000 posts daily about Dell

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• Helps you hone in on subject matter that you want to focus on

• Can perform intelligence in understanding the tone of the conversation

• Provides workflow integration

• Reporting capabilities

Listening Tools: Listening, publishing and work flow

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Touch Point: Engaging - reaching out to Customers

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Hosted

Communities

Support

Mastery & Use

Affinity

Ideation

External Community

External Community

External Community

External Community

Extranets

Internal Networks /

Workgroups

Internal

External

Enterprise

Topical Experts

Community

Collaboration

Market

Direct2Dell

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Engaging: Collaboration at multiple levels

Mass Social Media

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• Engagement doesn’t mean responding to everything!

• Do not use to neutralise or argue a dissenting opinion

• Let the community respond; trust the community

• Engage in conversations that are already happening, BUT LOOK FOR LANDMINES

• Be prompt, Social Media moves quicker than any other channel of communication

…and don’t Tweet when you’re in a bad mood

Engagement: Food for thought

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#&@&ing

#FAIL: Think before Tweet

• When you tweet for a company you are the company

• Why training is so important

• Forget the delete button – once its posted, its permanent

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Engagement: Empower your employees in Social Media

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Employees are your best social advocates

• Make your Social strategy available to all Employees

• Train and certify Employees (and Agencies), to engage

• Reinforce transparency in all engagement even personal

• Provide internal social network as sandbox

• Coordinate closely with external communications

Empower Employees: Provide Social Media training

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Touch Point: Opportunity - Social Integration in the Business

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• IdeaStorm introduced 2007

• Over 16,000 idea submitted

• >470 implemented

• EmployeeStorm for staff

@stephenjatdell

Product Development: Crowdsourcing

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Marketing: Social Product Integration

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• MTV EMA Awards – Red Carpet

• Over 1,000 fans had their picture taken on the red carpet

• Photographs taken with Dell Streak and instantly uploaded to Facebook page

• Allow fans to comment on their images and have a virtual ‘keepsake’ of the event

• Combined marketing campaign with advertising and features at Awards provided additional media goodness

@stephenjatdell

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Communication: Shareable Rich Content

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• Product launch teasers, customer stories, product reviews, interviews, press conferences

• Dell Ultrabook Challenge had a million views in first 48 hours

• Dell Vlog channel has generated over 12 million views since launch

• Additional social properties

– Flickr

– Slideshare

@stephenjatdell

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• Proactively reach out to customers

• Integrating efforts with support.dell.com

• Team engages with 1,000+ customers per week

• Positive impact on customer satisfaction: 35% conversion of ‘demoters’ to ‘promoters’

@stephenjatdell

Customer Service: Reaches beyond the ‘one to one’

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Sales: Social Offers

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• Creating compelling offers – based on engagement with community

• 1.5 million followers on Dell Outlet ‘Deals’ Twitter page

• @DellHomeUK averages over 30 engagement on a daily basis proactively reaching out for sales opportunities

@stephenjatdell

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Final Words: Sometimes you can’t put a number on the benefits of Social Media…

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Thank you! @stephenjatdell

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