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Manish Mehta, Dell VP Social Media and Community, presented at the Altimeter Rise of Social Commerce Conference in October 2010 his vision of the impact of Social Commerce Business and Customer Value.
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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
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2008
March 2006 Community Outreach Team Formed Team 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 2006 Blog Outreach Expands Beyond Tech Support Engagement with anyone who commented about the company. Business model and other issues considered.
December 2006 Ratings and Reviews on Dell.com
2007 July 2006 Direct2Dell Launched Today Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese.
February 2006 Michael Dell Asks 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.
2006 February 2007 IdeaStorm Launched A voting based site allowing customers and others to submit ideas for Dell.
June 2007 Dell joins Twitter Why don’t we reach out and help bloggers with tech support issues?
Dell Launches EmployeeStorm Internal Blogs Launched for Employees.
October 2007 Michael Dell quote in Business Week Jeff 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 2007 DellShares Launched The first investor relations blog by a public company.
January 2008 Dell Aligns Organization for Success
February 2008 Twitter Expanded Start 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 2008 Accepted Solutions launched on Community Dell France begins Online Community Outreach
May 2008 Dell Outlet Achieves $0.5M in Sales via Twitter Community team active on Twitter
Small Business blog launched
April 2008 Inside IT Launched Blog focused on business customers, and Cloud Computing.
June 2008 Channel Blog Launched
2009
2010 January 2009 Dell Organizes in to 4 customer focused business units
Spring 2009 Some Members of Community and Conversations deployed within each of the new Dell Business units
June 2009 $2M+ Sales via Twitter Dell outlet on Twitter surpasses $2 million in sales with another $1 million dollars in sales at dell.com
2009 Dell TechCenter A Collaborative Community for Datacenter pros grows by 400%
June 2009 Global Twitter Revenues of $6.5 M Community across the social web =3.5 million direct customer connections
December 2009 Huffington Post Blog Dell’s VP of Social Media and Community, Manish Mehta, begins blogging at Huffington Post
March 2010 China Micro-Blogging
We have a great heritage
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RECOMMEND ENGAGEMENT ROI
AMPLIFY ACTIVATE PASSIONATES
SYNDICATE LISTEN TECHNOLOGY
DELIGHT EMPATHY INTIMACY
THRIVE DEEPEN ROOTS
EXTERNALLY INTERNALLY
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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 globally 66 countries, 15 languages
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62 Countries 14 Languages
Over 170,000 Reviews Submitted 14,461 Different Products Reviewed
75% 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
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Five Star Program Brand Insights
Delivers Insights, Changes Behavior
Messaging
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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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Capture insights
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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
Customer Service
Comms PR & 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/9GVcAy Slide 4: http://bit.ly/dtfoCX Slide 5: http://www.hclib.org/pub/search/mplsphotos/mphotosaction.cfm?subject=stagecoaches Slide 6: http://bit.ly/a0JAZu Slide 8: http://www.jalopyjournal.com/forum/showthread.php?t=446547&page=37 Slide 9: http://harryallen.info/wp-content/uploads/2008/10/1912-ford-model-t-2-lg.jpg Slide 10: http://www.alternativeservice.ca/service/camps/work/road.htm
Slide 11: flickr.com/photos/24838881@N00/185953182 Slide 12: http://bit.ly/bFwfLz
Slide 13: http://bit.ly/cvDIsg
Slide 14: http://www.flickr.com/photos/calebkerr/4303990434/ Slide 15: http://blogs.suntimes.com/scanners/fog.jpg Slide 16: http://www.worldinterestingfacts.com/infrastructure/top-10-most-amazing-bridges-in-the-world.html Slide 17: http://www.wide-eyed.org/images/articles/london1.jpg Slide 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.jpg Slide 20: http://www.uea.ac.uk/polopoly_fs/1.3518.1160398920!music%20scroll.jpg Slide 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+Gone Slide 25: http://www.dailycognition.com/index.php/2009/12/27/10-most-extraordinary-trees-in-the-world.html Slide 24: http://www.udidahan.com/wp-content/uploads/roots.jpg
Slide 28:www.themeadteagardens.co.uk/
Slide 29:http://www.gettyimages.com/detail/10091911/The-Image-Bank Slide 34, 35: http://Facebook.com/Dell Slide 36: http://bit.ly/cZMEZ7 Slide 37:
http://www.communitywealth.com/Newsletter/December%202008/Images/light%20bulb%20in%20hand.jpg
Slide 42: http://bit.ly/aPQBvk
Slide 43: flickr.com/photos/10368062@N02/2506514023 Slide 44: http://13.media.tumblr.com/tumblr_kqs1fnJUzV1qzpdjwo1_500.jpg Slide 45:http://images.chron.com/blogs/40yearsafter/beatles-houston-500.jpg
Slide 46: http://www.behindthehype.com/wp-
content/gallery/robert_knight/Robert_Knight_Photo_Rolling_Stones.jpg
Slide 47: Dell Flickr Site, http://www.flickr.com/photos/dellphotos/ Slide 52: http://farm1.static.flickr.com/163/343982934_5610d4fddf.jpg?v=0 Slide 53: http://www.iptv.org/iowapathways/artifact_detail_large.cfm?aid=a_000285&oid=ob_000253
