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Presentation by Manish Mehta, Dell's VP of Social Media and Community, at the Altimeter Social Commerce Summit
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Global Marketing
Driving Business & Customer Value
Altimeter’s Rise of Social Commerce
Conference
Manish Mehta
Vice President, Social Media and Community
October 6, 2010
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The wheel
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The family dog
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Progress
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Broad reach impact & comfort
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The environment was ripe for change
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Inspired to dream
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small innovations
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Big change
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foundation accelerated change
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Broader industry developed
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Citizens were
empowered
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governance
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guideposts
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bridging the chasm
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untapped potential
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Outcome: sustainably interconnected
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Our fabric is changing
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Voice Brand
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What notes must be written …
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… that will start a revolution?
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That will rock the world
inside & out
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Dell’s Key Social Media Milestones
2008
March 2006Community Outreach Team FormedTeam begins by just listening and monitoring conversations to see what’s being said. The tech support experts are hand-selected for their tech problem-solving expertise and superior interpersonal skills.
August 2006Blog Outreach Expands Beyond Tech SupportEngagement with anyone who commented about the company. Business model and other issues considered.
December 2006Ratings and Reviews on Dell.com
2007
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.
2006 February 2007IdeaStorm LaunchedA voting based site allowing customers and others to submit ideas for Dell.
June 2007Dell joins TwitterWhy don’t we reach out and help bloggers with tech support issues?
Dell LaunchesEmployeeStormInternal Blogs Launched for Employees.
October 2007Michael Dell quote in Business WeekJeff Jarvis story quote, “These conversations are going to occur whether you like it or not. Do you want to be part of that or not? 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.
January 2008Dell Aligns Organization for Success
February 2008Twitter ExpandedStart experimenting with Twitter for business– another venue to help customers, but also thanking Dell customers. Outreach leads to some Twitters asking for help on purchases.
March 2008Accepted Solutions launched on Community Dell France begins Online Community Outreach
May 2008Dell Outlet Achieves $0.5M in Sales via TwitterCommunity team active on Twitter
Small Business blog launched
April 2008Inside IT LaunchedBlog focused on business customers, and Cloud Computing.
June 2008Channel Blog Launched
2009
2010January 2009Dell Organizes in to 4 customer focused business units
Spring 2009Some Members of Community and Conversations deployed within each of the new Dell Business units
June 2009 $2M+ Sales via TwitterDell outlet on Twitter surpasses $2 million in sales with another $1 million dollars in sales at dell.com
2009Dell TechCenterA Collaborative Community for Datacenter pros grows by 400%
June 2009Global Twitter Revenues of $6.5 M Community across the social web =3.5 million direct customer connections
December 2009Huffington Post BlogDell’s VP of Social Media and Community, Manish Mehta, begins blogging at Huffington Post
March 2010China Micro-Blogging
We have a great heritage
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RECOMMENDENGAGEMENT ROI
AMPLIFYACTIVATE PASSIONATES
SYNDICATELISTEN TECHNOLOGY
DELIGHTEMPATHY INTIMACY
THRIVEDEEPEN ROOTS
EXTERNALLYINTERNALLY
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Tree of Tenere
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Listening & Engagement
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Command Center
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The Neighborhood Business
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Business grew and succeeded based on word of mouth
and they still do
… more so with the
social Web
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Social Content in Path
175K reviews globally66 countries, 15 languages
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62 Countries14 Languages
Over 170,000 Reviews Submitted14,461 Different Products
Reviewed75% of All Ratings 4 or 5 Stars
conversion & margin lift revenue/visitor is 3X higher in Japan; 134% higher in US
Application Generates Business Benefit
31
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Five Star Program Brand Insights
Delivers Insights, Changes Behavior
Messaging
32
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Sina integration with dell.com
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User generated Marketing
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… and much more coming …
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Captureinsights
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Revenue
Views & clicks to dell.com
Community size, Connections
Lower cost, faster hires
Issue tracking, Sentiment,
Share of voice
Myriad of Metrics
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Fancy Reporting
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Distillate
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Social Commerce
Product
Application
Connected and Scaling
Build Out
Experiment
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Becoming a Social Business
Beyond Commerce
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Not just a campaign, but in harmony across the fabric of a company
Product Group
Marketing
Services Solutions
Online
Sales
CustomerService
CommsPR & HR
QUALITY
DEMAND
CREDIBILITY
CONVERSION
CYCLE TIME
RESOLUTION
REPUTATION
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Tap into the great spirit and energy
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Customers and businesses are in this together
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Employees are your company’s rock stars
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SMaC Talk
• Austin - July• London - Sept• Xiamen - Nov
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Social Media & Community University
Principles
Policy
Governance
Training & tools
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Aligning a powerful ecosystem
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Dell.com
External Communities Our Communities
Team Members
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Is the ecosystem merging into one?
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Dell.com
External Communities Our Communities
Team Members
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New ecosystem forming?
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Dell.com
External Communities Our Communities
Team Members
Real World + Digital
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It’s not about shiny objects
Smart business fundamentals never change
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you gonna miss the old horses?
Thank You
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Slide 2: http://www.flickr.com/photos/jerneedog/3985549312/Slide 3: http://bit.ly/9GVcAySlide 4: http://bit.ly/dtfoCXSlide 5: http://www.hclib.org/pub/search/mplsphotos/mphotosaction.cfm?subject=stagecoachesSlide 6: http://bit.ly/a0JAZu Slide 8: http://www.jalopyjournal.com/forum/showthread.php?t=446547&page=37Slide 9: http://harryallen.info/wp-content/uploads/2008/10/1912-ford-model-t-2-lg.jpgSlide 10: http://www.alternativeservice.ca/service/camps/work/road.htmSlide 11: flickr.com/photos/24838881@N00/185953182Slide 12: http://bit.ly/bFwfLzSlide 13: http://bit.ly/cvDIsgSlide 14: http://www.flickr.com/photos/calebkerr/4303990434/Slide 15: http://blogs.suntimes.com/scanners/fog.jpgSlide 16: http://www.worldinterestingfacts.com/infrastructure/top-10-most-amazing-bridges-in-the-world.htmlSlide 17: http://www.wide-eyed.org/images/articles/london1.jpgSlide 18: http://blog.designchair.co.uk/wp-content/uploads/2010/03/road.jpg Slide 19: http://www.grpl.org/wiki/images/thumb/f/f4/Guitar_grass.jpg/410px-Guitar_grass.jpgSlide 20: http://www.uea.ac.uk/polopoly_fs/1.3518.1160398920!music%20scroll.jpgSlide 21: http://edibleapple.com/wp-content/uploads/2009/09/the-beatles-color-wallpaper.jpg
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Slide 22: http://www.zimbio.com/Live+Earth+concerts/articles/52/Woodstock+Live+Aid+Monster+Concerts+GoneSlide 25: http://www.dailycognition.com/index.php/2009/12/27/10-most-extraordinary-trees-in-the-world.htmlSlide 24: http://www.udidahan.com/wp-content/uploads/roots.jpgSlide 28:www.themeadteagardens.co.uk/ Slide 29:http://www.gettyimages.com/detail/10091911/The-Image-BankSlide 34, 35: http://Facebook.com/DellSlide 36: http://bit.ly/cZMEZ7Slide 37:http://www.communitywealth.com/Newsletter/December%202008/Images/light%20bulb%20in%20hand.jpgSlide 42: http://bit.ly/aPQBvkSlide 43: flickr.com/photos/10368062@N02/2506514023Slide 44: http://13.media.tumblr.com/tumblr_kqs1fnJUzV1qzpdjwo1_500.jpgSlide 45:http://images.chron.com/blogs/40yearsafter/beatles-houston-500.jpgSlide 46: http://www.behindthehype.com/wp-content/gallery/robert_knight/Robert_Knight_Photo_Rolling_Stones.jpgSlide 47: Dell Flickr Site, http://www.flickr.com/photos/dellphotos/Slide 52: http://farm1.static.flickr.com/163/343982934_5610d4fddf.jpg?v=0Slide 53: http://www.iptv.org/iowapathways/artifact_detail_large.cfm?aid=a_000285&oid=ob_000253
