EMEA Intranet Awards & Reviews Database EMEA Intranet Awards & Reviews Database

Trip ReportTrip Report

(July 10-13, 2000)(July 10-13, 2000)

Lucy Rich, Relationship Product PR, EMEALucy Rich, Relationship Product PR, EMEA

Marisa Manheimer, Dimension Product Marketing, AmericasMarisa Manheimer, Dimension Product Marketing, Americas

Dell Confidential - For Internal Use OnlyDell Confidential - For Internal Use Only

ContentsContents

Key observationsKey observations– PR climate in each region/countryPR climate in each region/country– BU database pitch, feedback and next stepsBU database pitch, feedback and next steps

FindingsFindings– Recommendations and actionsRecommendations and actions

BackupBackup– Feedback by country Feedback by country – Pitch delivered to BU marketing teamsPitch delivered to BU marketing teams

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Current ClimateCurrent Climate

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Local OrganisationLocal Organisation– Opex # 1 priority at expense of activities perceived less effective in enhancing sales Opex # 1 priority at expense of activities perceived less effective in enhancing sales – Recently reduced marketing teamsRecently reduced marketing teams

• NE team reduced from 57-37NE team reduced from 57-37

– Officially no PR head in most countriesOfficially no PR head in most countries• now requesting centralised EMEA supportnow requesting centralised EMEA support• UK and Germany have robust PR processUK and Germany have robust PR process

Agency RelationshipAgency Relationship– Managed by marketing head PRManaged by marketing head PR

• Product managers responsible for relationship with product press (UK and Germany only Product managers responsible for relationship with product press (UK and Germany only exceptions)exceptions)

– Press toursPress tours• agency and appropriate PM co-ordinateagency and appropriate PM co-ordinate

– ClippingsClippings• agency provides (UK and Germany only exceptions)agency provides (UK and Germany only exceptions)

– ReportingReporting• All countries desire reportingAll countries desire reporting

Database pitchDatabase pitch Presentation goalPresentation goal

– Increase awareness Increase awareness – Encourage usage of tool and cascade to sales and marketingEncourage usage of tool and cascade to sales and marketing– Attain BU feedback on necessity for enhanced functionality (Direct entry model)Attain BU feedback on necessity for enhanced functionality (Direct entry model)

Current processCurrent process– Minimal BU input/workMinimal BU input/work– Managed centrally - reliant on clippings and EMEA PRManaged centrally - reliant on clippings and EMEA PR

Broad BU acceptance!!!Broad BU acceptance!!!– HSBHSB

• More relevant/high support More relevant/high support • UK and Germany HSB teams ready for immediate transition to direct entry model UK and Germany HSB teams ready for immediate transition to direct entry model • Other countries need EMEA support (clippings)Other countries need EMEA support (clippings)

– Relationship: Relationship: • relevant and useful - less emphasis on sales generation (except Germany)relevant and useful - less emphasis on sales generation (except Germany)

Countries Countries Send clips Send clips to EMEA PRto EMEA PR

EMEA PR EMEA PR Sends to Sends to agency agency

for translationfor translation

Agency inputsAgency inputsEnglish English

translationstranslations

into Excelinto Excel

EMEA PR reviews EMEA PR reviews and imports intoand imports into Access Dbase Access Dbase then uploads then uploads

to intranet web toolto intranet web tool

Day 1Day 1 +4-5 days+4-5 days +2-4 days+2-4 days+4-5 days+4-5 days

Database Phase 2Database Phase 2

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GoalsGoals– Revise tool to increase efficiency at EMEA and BU levelRevise tool to increase efficiency at EMEA and BU level

• Move to direct data entry into Oracle tool asap to enable UK and Central Europe to use fully functional tool immediatelyMove to direct data entry into Oracle tool asap to enable UK and Central Europe to use fully functional tool immediately– Investigate security/ability/costs associated with translation agency entering data directly into tool for smaller BUs or hosting on own site Investigate security/ability/costs associated with translation agency entering data directly into tool for smaller BUs or hosting on own site

(see PDF eg)(see PDF eg)– Investigate security/ability/costs associated with country PR agencies entering data directly into databaseInvestigate security/ability/costs associated with country PR agencies entering data directly into database

– Incorporate BU suggestions when possibleIncorporate BU suggestions when possible• Add country filterAdd country filter• Local language Local language • Scanning facility (support existing sites)Scanning facility (support existing sites)• Enable marketing to use for externalEnable marketing to use for external

Challenges Challenges – Timing of Phase 2 is dependent on resolving issues below:Timing of Phase 2 is dependent on resolving issues below:

• EMEA IT support (tbc)EMEA IT support (tbc)• EMEA HSB PR contact to help drive goalsEMEA HSB PR contact to help drive goals• Agency costs/accessAgency costs/access• BandwidthBandwidth

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Back upBack up

Feedback by countryFeedback by country

Pitch delivered to BU marketing teamsPitch delivered to BU marketing teams

Dell Confidential - For Internal Use Only

Feedback by countryFeedback by country

Monday July 10, Limerick - EMF 3Monday July 10, Limerick - EMF 3

Attendees:

PR/Communications: Caroline Stephens, Annette Condon Perf Lab: Neil Ryans, Tom Kelly, Gary Casey, Olive O’Sullivan, Kevin Fay

Yes/No: Very high level of support Want to start using asap Current PR Process: Easy to adjust existing Excel

reporting to data entry into tool Can be maintained by Caroline Stephens

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Tuesday July 11, AmsterdamTuesday July 11, Amsterdam

Attendees:

Marketing: Peter Blampied, Toon Diependaele, Nelleke Jacobs PMs: Marcel Leenhouts, Diederick Zijlstra, Daan van Wijk, Robin Kuepers

xxxx xxxx xxx xxx xxx

Dell Confidential - For Internal Use Only

Wednesday July 12, Paris/MontpellierWednesday July 12, Paris/Montpellier

Attendees (Relationship):

Regional PMs: Emmanuel Mouquet, Alain Raison PMs: Alain Marx, Pascal Nuger Marketing Support: Christelle Pontaut

xxxx xxxx xxxAttendees (HSB):

Marketing: Loic Martinelli, Cyrille Comole

Very supportive xxx

Dell Confidential - For Internal Use Only

Thursday July 13, LangenThursday July 13, Langen Attendees (Langen):

PR: Nerses Chopurian Markus Schuetz, Tobias Fichter and Uta Friedrichsen

xxxx xxxx xxxAttendees (Nordic):

Michael Chaconas

xxxx

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Dell Confidential - For Internal Use Only

Presentation delivered to BUsPresentation delivered to BUs

AgendaAgenda

IntrosIntros

Story of creationStory of creation– US DatabaseUS Database– EMEA DatabaseEMEA Database

Current Process?Current Process?

Database functionalityDatabase functionality– Current version - is/is notCurrent version - is/is not

EMEA SpecificsEMEA Specifics

DemoDemo

Next PhaseNext Phase

Dell Confidential - For Internal Use Only

Why?Why?

Currently no Currently no common common mechanism for globally recording and communicating Awards mechanism for globally recording and communicating Awards

and Reviews achievementsand Reviews achievements

– The tracking and disseminating of this information The tracking and disseminating of this information extremely tactical and time consuming.extremely tactical and time consuming.

– Reporting is not consistent.Reporting is not consistent.

Timely, easy access to product media coverage is needed company-wideTimely, easy access to product media coverage is needed company-wide

– Sales: Sales: Helps close the sale, bids, external customer presentationsHelps close the sale, bids, external customer presentations

– MarCom: MarCom: Direct mail, advertising, and on-lineDirect mail, advertising, and on-line

– Product Group: Product Group: Global external coverage required to feed back into the product Global external coverage required to feed back into the product

development processdevelopment process

– Raising internal awarenessRaising internal awareness

– Executive Presentations: Executive Presentations: Operational Reviews, Product Line Reviews, etc..Operational Reviews, Product Line Reviews, etc..

Significant US and EMEA dedication, resource, man-hours, $$ and effort to date has Significant US and EMEA dedication, resource, man-hours, $$ and effort to date has

led to development of a led to development of a global intranet-based Awards and Reviews database.global intranet-based Awards and Reviews database.

Dell Confidential - For Internal Use Only

Your Current Process?Your Current Process?

What happens when a product wins an award or is What happens when a product wins an award or is reviewed positively or negatively in the media?reviewed positively or negatively in the media?

– Nothing, no resources… Nothing, no resources… – Sales message?Sales message?– Alert Marketing managers to include in ads/direct mail?Alert Marketing managers to include in ads/direct mail?– Summary in English to COC?Summary in English to COC?– Photocopies posted on walls?Photocopies posted on walls?

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Current VersionCurrent Version

What it isWhat it is– ALL countriesALL countries– ALL products ALL products

• Including services, internet, monitorsIncluding services, internet, monitors

– In EnglishIn English– Based on the Americas ToolBased on the Americas Tool– Easy to useEasy to use– FlexibleFlexible

What it is NOTWhat it is NOT– External. This is for inside.dell.com use only not dell.com*External. This is for inside.dell.com use only not dell.com*– Local Language*Local Language*– No place to scan in reviews*No place to scan in reviews*– Same as Americas ToolSame as Americas Tool

* * Next StepsNext Steps

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Intranet Awards Tool Launch SpecificsIntranet Awards Tool Launch Specifics

Americas launched early JuneAmericas launched early June

EMEA launched July 7 EMEA launched July 7 – EMEA All Staff email (~9K+ employees)EMEA All Staff email (~9K+ employees)

APAC/JapanAPAC/Japan– Launching this autumnLaunching this autumn

Current Information in databaseCurrent Information in database– Sourced from clippings provided by country PR managers and Sourced from clippings provided by country PR managers and

agenciesagencies

~ 2-3 weeks from when review hits until posted~ 2-3 weeks from when review hits until posted

Countries Countries Send clips Send clips to EMEA PRto EMEA PR

EMEA PR EMEA PR Sends to Sends to agency agency

for translationfor translation

Agency inputsAgency inputsEnglish English

translationstranslations into Excel into Excel

EMEA PR reviews EMEA PR reviews and imports intoand imports into Access Dbase Access Dbase then uploads then uploads

to intranet web toolto intranet web tool

Day 1Day 1 +4-5 days+4-5 days+4-5 days+4-5 days +2-4 days+2-4 days

Dell Confidential - For Internal Use OnlyDell Confidential - For Internal Use Only

DemoDemo

Demo #1- Reporting toolDemo #1- Reporting tool– 30 minutes end-user view30 minutes end-user view

• OverviewOverview• SearchSearch• Refined searchRefined search• TallyTally• ArchivedArchived• ViewsViews• RegionsRegions

– 25 minutes admin view25 minutes admin view• Add reviewAdd review• Describe all fields, spend time on award types, logosDescribe all fields, spend time on award types, logos• How to keep processors, logos, publications updatedHow to keep processors, logos, publications updated• Ongoing supportOngoing support

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Next PhaseNext Phase

LimitationsLimitations– Information posted is not timelyInformation posted is not timely– Not fully functional without direct inputNot fully functional without direct input

Potential ImprovementsPotential Improvements– View/Input in native languageView/Input in native language– Make external (dell.com)Make external (dell.com)– Scan in articlesScan in articles– Country PR, marketing or agency to own data inputsCountry PR, marketing or agency to own data inputs

Your suggestions?Your suggestions?

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