Social Interactivity Strategy - Listen + Engage = Opportunity

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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Dell - Social Interactive Strategy

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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

@stephenjatdell

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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

@stephenjatdell

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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

@stephenjatdell

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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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Dell - Social Interactive Strategy

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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

@stephenjatdell

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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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