social interactivity strategy - listen + engage = opportunity
DESCRIPTION
Presentation given on Nov 18, 2011 at Dublin City University Conference Go Social!TRANSCRIPT
Dell - Social Interactive Strategy listening & engaging = opportunity
Stephen Jio - @stephenjatdell
18 Nov, 2011 - Dublin City University
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Dell - Social Interactive Strategy
• Framework to Social Strategy
• Key Principles
• Planning the Infrastructure
• Case Studies
• Rationalising the Strategy
@stephenjatdell
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Dell - Social Interactive Strategy
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Framework: Social Strategy
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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 Interactive Strategy
@stephenjatdell
8,868 tweets per second
Over a half BILLION view
Social Media: Impact
Facebook: Over a TRILLION page views monthly
15 million followers on Twitter
Twitter: estimates of 150 million accounts
3.2 million followers
40,000 views in 1st 4 hours
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Dell - Social Interactive Strategy
@stephenjatdell
Social Media: Brand Adoption
Likes
Followers
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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 • Leads • Collaboration • Thought Leadership • Blogs
Customer Service
• Listening • Support Widgets • Outreach
Communication
• Rich Media • Brand Reputation • Influence • Reputation
Dell - Social Interactive Strategy
Product Lifecycle
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The Key Principles
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Dell - Social Interactive Strategy
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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Dell - Social Interactive Strategy
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Brand Reputation
Product Evaluation Customer Experience
Instant Feedback
Transparent Conversations
Support
Viral Marketing Peer to Peer Influence
Information Alerts
Sales Lead Generation
Listening: 26,000 posts daily about Dell
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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 and Conversation
Mass Social Media
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Dell - Social Interactive Strategy
– Engagement doesn’t mean responding to everything!
– Providing training to employees for listening and engaging
– Identify engagement champions within your company
– Engage in conversations that are already happening, BUT KNOW THE FACTS BEFORE
– When possible connect the virtual world with the real (Tweetups, etc)
@stephenjatdell
Engagement: Key points
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Infrastructure: Execution and Sustainability
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What are the greatest internal challenges preventing your deployment or expansion of listening and engagement initiatives?
Based on 200 US Marketers Source commissioned study conducted by Forrester for Dell 06/11
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Dell - Social Interactive Strategy • Create a playbook that will deliver your social
strategy
• Get Executive sponsorship
• Budget for scalability
• Empower employees to listen and engage
• Invest in tools to monitor
• Integrate fully into the entire business
@stephenjatdell
Infrastructure: Key recommendations
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Dell - Social Interactive Strategy • Employees are your best social advocates
• Define/publish the principles of your Social strategy
• Train and certify employees, even to listen only
• Reinforce transparency in all engagement even personal
• Provide internal social network as sandbox
• Coordinate closely with external communications
@stephenjatdell
Empower Employees: Provide Staff training
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Dell - Social Interactive Strategy
• Listening tools
– Customise criteria
– follow conversations
– Track trends
– Monitor key influencers
• Publishing tools
– Allows multiple users
• Workflow integration
@stephenjatdell
Tools: Listening, publishing and work flow
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Case Studies: Social Integration in the Business
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Dell - Social Interactive Strategy
Shareable Rich Content
• Product launch teasers, customer stories, product reviews, interviews, press conferences
• Dell Duo teaser 250K views in the first 72 hours
• Dell Vlog channel has generated over 9.7 million views since launch in 2006
• Additional social properties
– Flickr
– Slideshare
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Dell - Social Interactive Strategy
Customer Engagement
• 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
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Dell - Social Interactive Strategy
Crowdsourcing
• IdeaStorm introduced 2007
• Over 16,000 idea submitted
• >470 implemented
• EmployeeStorm for staff
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Dell - Social Interactive Strategy
Social Offers
• 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
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Dell - Social Interactive Strategy
Key Influencers
• Reach out to influential Social engagers
– Customer Advisory Panel
• Identifying key Influencers in Social Media to partner with
• Help with understanding the brand view in the community and help improve
• They become brand voices of the community
• 10,000 Dell Social Influencers globally
@stephenjatdell
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Dell - Social Interactive Strategy
Product / Social Integration
• 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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Rationalizing: Measuring the benefit
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Direct Sales
Support Improved Communications Increased Attention
The Cost of NOT participating
Loyalty
Purchase Influence Presence
Market Insight
Content Creation
ROI: Value is multi-dimensional
Brand Health
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Dell - Social Interactive Strategy
Major KPIs
• Brand Health – Net Promoter Scores, Social Net Advocacy
• Improved Support – Response time improved, community responses
• Enhanced Content – Customer reviews, user generated content
• Increased consideration – Do you effectively drive more traffic to your site
• Revenue – ‘Social’ associated purchases, indirect and direct attributed
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Dell - Social Interactive Strategy Summary - Build and Execute your strategy
1. Define what you want to achieve with your strategy
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
6. Engage and be part of the conversation and the solution
7. Opportunity is there in the entire customer lifecycle
@stephenjatdell
BUILD
EXECUTE
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Thank you! @stephenjatdell
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