you brand is being discussed, are you listening?
Post on 21-Oct-2014
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DESCRIPTION
Sean McDonald, Director of Communities and Conversations at Dell, about the strategies, viewpoints and initiatives Dell has undertaken to give both customers and employees a voice in the brand. Through the effective use of Web 2.0 technologies, Dell has enabled interactions that result in direct consumer feedback and decreased support costs.TRANSCRIPT
YOUR CUSTOMERS ARE
TALKING ABOUT YOU
Sean McDonaldDirector, Communities and ConversationsGlobal Communications
Twitter: smcdonaldatdell1
DELL CONFIDENTIAL 2
Real Life?
COMMUNICATION IS
DIFFERENT NOW
– Human beings talk with each other – a conversation
– Traditional corporate communication is a one way communication – easy to ignore
– Web 2.0 opens up ability to have conversations
3
© Hugh McLeod
IT HAS ALWAYS BEEN
ABOUT RELATIONSHIPS
DELL CONFIDENTIAL 4
The Break Up
SO WHY SHOULD A
COMPANY CARE?
You have an online presence
You sell or service customers
You spend $ on advertising
You spend $ on branding
You want customers to be your marketing force
Your customer know how to use Search (Google anyone?)
DELL CONFIDENTIAL 5
DELL CONFIDENTIAL 6
WHAT HAS CHANGED?
Trends that are quietly
changing our world
EVERY SECOND…
8 million
text messages
3 new DSL
subscribers
2 new blogs
are created
2 million
e-mails
25
Mobile phones
sold
7 PCs sold
1400 videos
viewed on
YouTube
1200
searches
23 new
domains
registered
7 people logon
for the
first time
17000 IMs
sent on Yahoo
18000
songs illegally
shared
The number of text messages sent and received
every day ……exceeds the population of the planet.
OUR WORLD IS
CHANGING…People - the online population will double in 4-5 years from 1bn to 2bn
– Fast growing and emerging markets are leading the way
– 120 MM people online in China…less than 10% of the population
Content – it is exploding
– More content on YouTube in 2006 than on the web in 2000
Media Transformation
– Customer communication can start from anywhere today
– Single blog posts can have as much power as major news stories
– Citizens are now publishers and content providers
DELL CONFIDENTIAL
Digital Data Explosion
Amount Of
Digital
Data Online
Six-fold increase in digital data in four years
2006 2010
2006:
161 Exabytes
2010:
988 Exabytes
200920082007
•95% of data unstructured
•Average F1000 company has
1 petabyte (50x increase
in 3 years)
Source: IDC, March 2007
DELL CONFIDENTIAL 16
CITIZENS ARE NOW
CREATING AND
PUBLISHING
Why has this happened?
Customers, Employees, Shareholders get information from more trusted sources
– Pervasive use on internet as a communication tool
– Content creation, information sharing, and publishing have shifted
– We get our messages from variety of sources
– Web 2.0 technologies move content faster than ever before and across languages
17
Enterprise is no longer in control of
information/communication
WHAT HASN’T CHANGED?
HUMAN BEINGS
DELL CONFIDENTIAL 19
TRUSTED OPINIONS
STILL MATTER
78%RANK
CONSUMER
RECOMMENDATIONS
AS THE
MOST CREDIBLE
FORM OF
ADVERTISING.
-NIELSEN
THESE EXTERNAL CHANGES
ULTIMATELY DRIVE
CHANGES IN YOUR
BUSINESS
AND IN YOUR LIVES
DELL CONFIDENTIAL 22
1•Listen
2•Join Conversations
3•Tell YOUR Story
4
• Collaborate with Stakeholders
WHAT CAN A COMPANY
DO?
HOW DOES DELL
LISTEN AND ENGAGE?
DELL CONFIDENTIAL 24
IT IS 10% TECHNOLOGY
+
90% PEOPLE & PROCESS
DELL CONFIDENTIAL 25
BUT GREAT TECHNOLOGY
FACILITATES BETTER
PROCESSES AND WAYS
FOR HUMAN BEINGS TO
CONNECT
DELL CONFIDENTIAL 26
SOME TOOLS
DELL CONFIDENTIAL 27
PEOPLE & PROCESS
Give people a place to have a discussion and join them
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“A company this size is
not going to be about a
couple of people
coming up with ideas.
It’s going to be about
millions of people and
harnessing the power
of those ideas.”
Michael Dell
ROI
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ROI
DEPENDS ON YOUR
OBJECTIVE
DELL CONFIDENTIAL 31
OPEX $
– Volume and views of AS yield answers to benefit all forum users and saves Support OPEX $
– Challenge – make user generated content easier to find and use
– Quickly identify solved Q&A for content creation
– Rewards and encourages users to generate answers
DELL CONFIDENTIAL 32
1381
2656
4318
February March April
Accepted Solutions OPEX $ Savings
CUSTOMER ENGAGEMENT
DELL CONFIDENTIAL 33
“Dell's come a long way since the Dell Hell days on the community front, but this is the first time I've seen some press on the email
front. Love them or hate them, there's definitely some great content in email
…Injecting website ratings and reviews into Dell's email channel. Bold, direct, and much
more effective than generic customer testimonials”
“I got all my research done while on Dell.com. The ratings from other
customers helped me so much in deciding what computer/laptop I want
to purchase.”
“That you think enough about your customers to care what they think of
your product.”
“…customer reviews. Very informative”
1,000,000 votes on 7900 Entries
CUSTOMER ENGAGEMENT
DELL CONFIDENTIAL
EXTERNAL VALIDATION
- GOOD FOR BRAND
DELL CONFIDENTIAL 35
Questions for you…
1. Do you know where your company is mentioned?
2. How many times your company is mentioned (online)?
3. How many times your competitors are mentioned (online)?
4. Who are influencers for your company and your competitors?
5. What are the ideas that your customers and employees have that can help prioritize your business?
6. Do you want your customers to be discussing your brand and products on your site or elsewhere?
DELL CONFIDENTIAL 36
LEADERS WILL ENTER & BECOME RELEVANT
IN CONVERSATIONS THAT OCCUR
EVERY DAY
IN EVERY LANGUAGE
ALL AROUND THE WORLD
ABOUT THEIR COMPANY OR PRODUCT
Companies that cling to the past may not realize it, but they will lose relevance.
PARTNERS AND TOOLS
Blogs, Forums, Wikis, Groups, Galleries
Product Ratings & Reviews
IdeaStorm
Social Media Monitoring
DELL CONFIDENTIAL 38
One last thought…
SMILE MORE
makes your customers happy and your competition worried
DELL CONFIDENTIAL 39