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How Dell is using social media to
deepen relationships & build trust Liz Bullock, Director Social Media & Marketing
Liz Brown Bullock (LinkedIn)
@lizbbullock
#MSITMtg
Global Marketing
Power of social media:
More than ever – a company’s brand is influenced by what consumers are saying about the brand
How companies market, sell to and support their customers is changing…
25% of search results for the world’s top 20 largest brands are links to user-generated content
(Socialnomics, ’09)
A professor or person like you is trusted 2x as much as a chief executive or government official
(Edelman Trust Barometer, ‘13)
Confidential 2
90% trust recommendations from people they know. 70% trust consumer opinions posted online. 14% trust advertising (Nielsen, 2009)
Global Marketing
Engage or Die…
Customers expect more. • In 5 years trust attributes have shifted
from operational excellence to more engaging, external facing behaviors
– Listens to customer needs and feedback
– Takes responsible actions to address an issue or crisis
Tops down message won’t cut it alone anymore. • Action consumers, social activists,
employees involved in real-time, peer to peer dialogues
Confidential 3 4/18/2013 • Edelman Trust Barometer 2013
Global Marketing
Dell’s Social Media Journey
4 Confidential 4/18/2013
Global Marketing
January 2008 Dell aligns organization for success
August 2006 Blog outreach expanded beyond tech Support
December 2006 Ratings and reviews launched on Dell.com
July 2006 Direct2Dell launched Today Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese.
February 2006 Michael Dell asked 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 joined Twitter
EmployeeStorm launched Internal Blogs Launched for Employees.
October 2007 Michael Dell quoted 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 achieved $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 into four 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
December 2009 Huffington Post Blog
March 2010 Dell joins Sina Weibo in China
2006 2007 2008 2009 2010 2011
Altimeter recognized Dell
with “Open Leadership Award for Innovation and
Execution”
Social Media & Community University (SMaC U) launched 5,000 team members trained by end of year
B2B pages on Facebook
Dell named the No. 1 most social brand
6 Awards for the Social Media Listening Command Center
June 2010 CAP Days launched In-person events for vocal online customers
December 2010 Social Media
Listening Command
Center launched
Seven years journey of embedding social to be a better business
5
2012
Global Marketing
Listen, Engage, Act
Confidential 6 4/18/2013
Customer
Listen to customer conversations across online
Customer Needs Brand Reputation Ideas
• Tech & care support • Sales support
• IdeaStorm • Collaboration • Providing communities
• Thank you & delight • Employee advocacy
Sales Marketing Product Group
HR Online
Global Marketing 7 Confidential
Listening to Be A Better Business, across the Business
Global Marketing
Dell’s CAP Days & Social Think Tanks
Customers giving feedback on Dell’s business Dell facilitating topic-based discussions & brainstorms with influencers not customers
Outside In Inside Out Customer Feedback
Customer Feedback
Customer Feedback
Customer Feedback
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Influencer Dialogue
Global Marketing
IdeaStorm & Storm Sessions
Launched in 2007 to provide customers with avenue to share ideas on products, services and operations • 60,000+ User Accounts • 18,000+ Ideas • 739,000+ Votes • 97,000+ Comments • 520 Ideas Implemented Most recently supported new product launch (Project Sputnik) to address new target audience (developers) • Ideastorm members 50% higher in
revenue vs. non members • Purchase Frequency 33% higher
Confidential 9 4/18/2013
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Customer Experience
Social Outreach team formed in 2006 • Tech support experts were then hand-
selected for their tech problem-solving expertise and superior interpersonal skills
• On average team addresses 3,000 posts a week in 11 languages
– 98% resolution rate – 45% ranters to ravers conversion – Team proactively developing helpful
content based listening and engagements
Confidential 10 4/18/2013
Global Marketing
Thanking Customers #DellLove
Surprise & delight our customers to create memorable experiences • Weekly videos created to thank customers • Ability to answer questions or offer Product Recommendations • 200+ videos created to date with 4MM+ reach • http://www.youtube.com/watch?v=En5putiBDTg
Confidential 11 4/18/2013
“By creating this video to thank me, Dell has successfully evangelized itself … I will go on and on about this incident anytime someone talks to me about Dell or seeks my advice while buying a computer. And so I act as an evangelist for Dell which can possibly get them more business.” – Social Paparazzi, HappyMarketer.com
Global Marketing
Drive cultural change: Training, enablement & customer-connection
12 Confidential 4/18/2013
Global Marketing 13 Confidential
Empowering employees: Social Media & Community University
4/18/2013
Policy
Principles
Governance
Training & Tools
Global Marketing
SocialSME (Subject Matter Experts)
Train SME’s to be social thought leaders, develop key influencer and customer relationships and thrive in relevant online communities Value: Impact Dell’s share of voice, sentiment, SEO, solutions and ultimately sales Individual scorecards: Revenue, share of voice, earned media value, SEO and engagement
Confidential 14 4/18/2013 Credibility Sees Dramatic Changes: Edelman Trust Barometer 2012
Global Marketing
Closing with final thoughts…
• #1 Trust is not a commodity. It cannot be bought, it must be earned • #2 Embrace all channels of communication both offline and online and
actively listen
• #3 Provide opportunities for your consumers, advocates and employees to co-create and be part of your process
• #4 Engagement and Integrity are critical for success in building Trust
• #5 Train your employees – and even offer a class on listening for insights and how to bring into the business
Confidential 15 4/18/2013
Global Marketing Confidential 16 4/18/2013
Global Marketing 17 Confidential
Thank You Q&A
