Dell

Social Media Outreach & Online Solutions

Giovanni Tavani,

Teleperformance: Building Social Business, London 10th of October 2012.

Global Marketing

January

2008 Dell aligns

organization

for success

6 years: Social media strengthening direct customer connections:

August 2006

Blog outreach

expands beyond

tech Support

December 2006

Ratings and

reviews on

Dell.com

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.

February 2007

IdeaStorm Launched A voting based site allowing

customers and others to submit

ideas for Dell.

June 2007

Dell joins Twitter

Dell launches

EmployeeStorm Internal Blogs Launched

for Employees.

October 2007

Michael Dell quote in Business Week In response to Jeff Jarvis question around whether

companies want to be part of the online

conversation: ”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.

March 2008

Accepted Solutions

launched on

Community Dell France begins Online

Community Outreach

May 2008

Dell Outlet achieves

$0.5M in sales via Twitter

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 Members of Community

and Conversations

deployed within each of

the new Dell Business

units

June 2009

$2M+ Sales

via Twitter

2009

Dell TechCenter

June 2009

Global

Twitter

revenues

of $6.5 M

March 2010

Dell join Sina

Weibo in

China

2006 2007 2008 2009 2010 2011

Altimeter recognizes Dell

with “Open Leadership Award for Innovation and

Execution”

Social Media & Communities University Launched 5,000 team members trained by end of year

B2B pages on

Dell named #1 most social brand

6 Awards for Social Media Command Center

June 2010 CAP Days Launched In-person events for vocal online customers

December 2010 Social Media Command

Center Launch

2

December 2010

EMEA launches in 11

languages across all

main SMaC platforms

Global Marketing

Listening: The Heart of our Social Strategy

Listen, Learn, Engage & Act

in 2006: 4000 discussions/day Today: 25,000 ! 3

Global Marketing 4 Graphic thanks to @Gapingvoid

Where to find you

Share with others how & why you have great products/services

Conversations are conversations

not

Business segments

Global CSMB

Social Media Engagement Model

Confidential 5

LISTENING

“Here’s what we should talk about”

CONTENT DEVELOPMENT

Here’s what we are sharing…”

ENGAGEMENT “Here’s how we are

engaging, & responding…”

MEASURING “Here’s which

content is driving engagement…”

Battery

Gift

Flip

Convertible Consumption vs Creation

Dell Tablet Review

Video Surface Win8

Tablet iPad Alternative

Design

Q1 QTD QTD Week1 Week2 Week3 Week4 FM01 Week5 Week6 Week7 Week8 FM02

Act 3,560 4,569 4,102 4,171 4,259 4,330 4,330 4,407 4,488 4,569 4,569

Fcst 28.3% 4,431 4,078 4,127 4,179 4,236 4,236 4,296 4,359 4,431 4,431

Act / plan 103% 101% 101% 102% 102% 102% 103% 103% 103% 103%

Act 704 548 73 69 88 79 309 77 82 81 240

Fcst -22.1% 401 49 49 53 56 206 60 64 71 195

Act / plan 137% 150% 141% 167% 141% 150% 128% 128% 114% 123%

Q1 QTD QTD Week1 Week2 Week3 Week4 FM01 Week5 Week6 Week7 Week8 FM02

Act 0.07% 0.05% 0.15% 0.05% 0.02% 0.05% 0.07% 0.04% 0.03% 0.02% 0.03%

Fcst -28.6% 0.09% 0.09% 0.09% 0.09% 0.09% 0.09% 0.09% 0.09% 0.09% 0.09%

Act / plan 58% 171% 55% 21% 53% 75% 41% 37% 22% 33%

Act 277 172 74 24 9 23 131 17 15 9 41

Fcst -38.1% 364 46 51 51 52 201 53 54 56 163

Act / L4W 47% 160% 48% 18% 43% 65% 32% 28% 16% 25%

Act 0.17% 0.13% 0.20% 0.17% 0.09% 0.12% 0.15% 0.12% 0.11% 0.08% 0.10%

Fcst -24.7% 0.20% 0.20% 0.20% 0.20% 0.20% 0.20% 0.20% 0.20% 0.20% 0.20%

Act / plan 63% 98% 84% 45% 62% 73% 59% 56% 39% 51%

Act 335 156 34 29 14 20 97 22 20 17 59

Fcst -53.4% 306 41 42 42 44 125 45 46 46 137

Act / L4W 51% 83% 70% 33% 45% 78% 49% 44% 37% 43%

Q1 QTD QTD Week1 Week2 Week3 Week4 FM01 Week5 Week6 Week7 Week8 FM02

Act 113,768 71,854 13,677 9,417 8,087 9,283 40,464 8,844 8,923 13,624 31,390

Fcst -36.8% 83,173 11,418 11,555 11,702 11,859 46,535 12,027 12,206 12,405 36,639

Act / plan 86% 120% 81% 69% 78% 87% 74% 73% 110% 86%

Act 896 704 103 94 91 84 372 107 112 113 332

Fcst -21.4% 888 120 122 124 127 494 129 131 134 394

Act / plan 79% 86% 77% 73% 66% 75% 83% 85% 84% 84%

Weekly Total Reach

SOCIAL MEDIA

Fans metrics

Fans since inception (k)

New Fans (k)

Revenue share

Conversion Metrics

Conversion %

Engagement Metrics

People Talking (k)

Revenue $

Number of orders

Radian6 Engagement Console

EXPECTED OUTCOMES

Sentiment

increases across key SM platforms

Engagementincreases, even with reduction of paid

Attributable sales/clicks increase

+

Global Marketing

Online lifecycle: Integrate where customer & business value are realized, across all business functions

Product Development

• Feedback Loop • Early Warning • New Product

Ideation

Marketing

• Demand Forecast

• Message Reach

Online Presence

• Ratings & Reviews • Communities • Customer Stories

Sales

• Collaboration • Thought Leadership • Blogs

Customer Service

• Listening • Support Widgets • Outreach

Communication

• Rich Media • Brand Reputation • Influence • Reputation

Global Marketing 7 Image thanks to Hugh McLeod @Gapingvoid

Global Marketing

Empower Employees: Social Media & Community University

Principles

Policy

Governance

Training & tools

Global Marketing 9

Listening is an ongoing commitment

Our Command Center is the way: making for meaningful, measurable business actions

Global Marketing 10 Confidential

Social Media Outreach Team (aka SOS)

Our net-culture approach : Offer the best customer experience on social medias and forums!

Listen

• Discussions on Dell products and solutions

• Focus on Dell property platforms but be present on all forums!

• Focus on customers queries and comments

Engage

• Direct contact

• Build a relation of trust

• Discuss with customers and network with influencers

Solve

• Give real and useful answers to customers

• Offer information on our products, services and solutions

• Turn negative into positive!

Global Marketing DELL Confidential

11

Customer Journey

• Net Promoter Score is much higher when customer is solved online vs. offline

• 30% of customers will go offline in general

• 70% of customers will try online • 78% are solved online • 98% are satisfied about their

online experience with Dell

Global Marketing

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

12

Global Marketing

1°Publication of « Astuces du Jour »

36 « likers » et 45 comments

Reaction from « Astuces du Jour »

43 « likers » and 12 comments

« likers » engage into a discussion with us on how to remove IE9!

Global Marketing

• 184 Million • Total social/traditional/in-person reach of

across all activations

Dell Confidential 14

• Blogger Outreach • Influencer Relations • Seeding & Reviews • Direct2Dell and One Dell Way

blog posts

Social Marketing • Social conversation calendar • Amplification via Paid Social Media • XPS Marks the Spot game on

Facebook • Combined efforts drove:

− 500 posts on Twitter with a reach of over 350K

− Facebook reach of 181.4M with 9,000 engaged users

− Videos produced post-event have generated over 5,000 views

• Touch & Feel via Ultrabook Experience booths in busy London locations • XPS Hunt, challenge to find Dell-branded supercars through clues tweeted via @dellhomeuk; entrants asked tweet a photo of themselves with a reason they liked the XPS 13 in return for a chance to win one of three XPS 13 systems. Generated 145 entires

XPS 13 Launch 360 Activation

• 500 • Hands-on Interactions with the XPS 13 across

all activities

Global Marketing Dell Confidential 15

#XPSHunt

Global Marketing

Fans engagement: Positive

Fans rallied around to help each other with clues and posted positive messages about Dell and XPS

Global Marketing

Fans engagement: Beyond Facebook

‘Patrick the nomad’ helped XPS treasure hunters with clues and tips on his YouTube channel

Even Microsoft got in on the action by tweeting about XPS Marks the Spot

Global Marketing

Fans engagement: Blogs and competition sites

Global Marketing

Social Think Tanks: live, real-time dialogue with social industry leaders on tech topics

Confidential 19

• * Listen and connect • with vocal social influencers

online and in person

• * Capture meaningful insights to improve relevancy of Dell products and services

• * 11 events since 2011

Global Marketing

Dell online experience in 2012…

Dell Confidential 20

• 80% known solutions available online

• Target: merge social medias into standard communication channels for customer support

• Guide our customers to discover and share online solutions

• We engage with +3000 customers every week!

• 11 languages in EMEA

• 98% resolve rate

• 40% detractors turned into promoters

Thank you

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