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Global Marketing
January 2008Dell aligns organization
for success
Dell’s 6 Year Journey
August 2006Blog outreach expands beyond tech Support
December 2006Ratings and reviews on Dell.com
July 2006Direct2Dell launchedToday Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese.
February 2006Michael Dell AsksWhy don’t we reach out and help bloggers with tech support issues?
January 2007StudioDell launchedDell’s video and podcast site, with helpful tips and tricks. Eventually expanding this into the YouTube channel making sharing easier.
February 2007IdeaStorm LaunchedA voting based site allowing customers and others to submit ideas for Dell.
June 2007Dell joins Twitter
Dell launchesEmployeeStormInternal Blogs Launched for Employees.
October 2007Michael Dell quote in Business WeekIn 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 2007DellShares launchedThe first investor relations blog by a public company.
March 2008Accepted Solutions launched on Community Dell France begins Online Community Outreach
May 2008Dell Outlet achieves $0.5M in sales via Twitter
April 2008Inside IT launchedBlog focused on business customers, and Cloud Computing.
June 2008Channel blog launched
January 2009Dell Organizes in to4 customer focused business units
Spring 2009Members of Community and Conversations deployed within each of the new Dell Business units
June 2009$2M+ Salesvia Twitter
2009Dell TechCenter
June 2009Global Twitter revenues of $6.5 M
December 2009Huffington Post Blog
March 2010Dell 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 Launched5,000 teammembers trained byend of year
B2B pages on Facebook
Dell named #1 most social brand
6 Awards for Social Media Command Center
June 2010CAP Days Launched In-person events for vocal online customers
December 2010
Social Media Command
Center Launch
3
Global Marketing4
Listen, Engage, Act
CUSTOMER NEEDS HAVE SUGGESTIONS BRAND REPUTATION
Customer
Listen to customer conversations across the web to address…
Customer Service & Fulfillment
Product Group & Professional
ServicesCommunications Marketing & Online Sales
Give the company bigger ears , be willing to take action and drive (top to bottom)
Tech and Care SupportSales Assistance
Storm Sessions / Idea StormSubject Matter Experts
Thank / Surprise / Delight PromotersEngage w DemotersBrand Ambassadors
Social MediaPlaybook
InsightsSupport Influence Marcom NPS
LISTENING
Radian 6(Blogs, Facebook,
Twitter, etc.)Ratings and
reviews
Screen share
Improve social outreach• Better customer
support• Track sentiment• Convert ranters to
ravers• Drive high repeat
purchases
Identify promoters• Thank promoters,
influencers directly• Improve customer
loyalty and advocacy
Improve products• Incorporate
feedback into product group• Cost avoidance• Product
development lifecycle improvement• Usage models
Grow earned media• Optimize ODG
vehicles• Build traffic to
Dell.com• Improve SEO• UGC• Improve campaign
effectiveness
Improve sentiment• Identify 22k daily
conversations within NPS categories• Track real-time NPS
with actionable insights
BENEFITS
Chat, sales Q’s
Q&A
Improves brand health | Drives high revenue | Improves CSAT and loyalty | Monitor competition
OUTCOMES
Listening has a major impact on nearly every aspect of Dell’s operation, from marketing to product development. Here’s a look at how listening is woven throughout the enterprise with the various components scaled to show how much data they contribute to the listening operation.
Big picture social listening
Global Marketing
Who, What, Where
Who Listening to who’s talking tells you who your advocates are, your influencers, your ranters and your ravers. This forms the basis of all relationship marketing
What What users are talking about gives you your marketing keywords, conversations, messaging points, identifies customer pain points, impacts search results. This is the basis of content marketing.
Where Where customers are talking tells you which platforms you need to create a presence in, market to, amplify messages in and where to put your ad dollars
6
Relationship Marketing
Content Marketing
Paid Marketing
Global Marketing
Robust Communities• Social is about
more than listening, it’s about building relationships
• Robust communities form around shared interests, value-add content and engaging conversations
• Platform functionality and culture help define relationships and community strategy
Global Marketing
Where in the world…
There are more people online in China than the next three countries combined.
Yet, they don’t even make the top 50 countries of Internet penetration. Only 26% of their population today is online.
Top three countries:Iceland 97.8%
Norway 97.2%
Sweden 92.9%