Customer Centered Marketing: The Social Media
Journey
Allison Dew, Executive Director, Social Media, Community & Insights
Austin American Marketing Association, August 2011
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From appeal to….
…authentic customer connectivity
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Marketing Origins:
Name recognition & product placement
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Marketing gains mass appeal
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Marketing mass appeal
Gets more appeal
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Marketing:
Powerful, Loud and Every Where
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Marketing and the Customer?
Source: Marketing Wikipedia: Tag Cloud
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Marketing;
Time for renewal and evolution?
Image thanks to Hugh McLeod @Gapingvoid
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Marketing before it became formal
Intimate, customer connections
Global Marketing10Source: Shanghai Web designers via Neville Hobson
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Authority Changes
How we learn of news and form impressions does too
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Attention shifts
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Love your product/service
Need help using it
Helping someone else
with your product
Where to find you
Share an idea with you
Share with others how & why you have great products/services
Conversations are
conversations
not Business segments
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Customer Centricity
Online, Offline and all that marketing touches
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Five years of experiments and experience
August 2006Blog outreach expands beyond tech Support
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 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 expanded
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
January 2009Dell Organizes in to4 customer focused business units
Spring 2009Some Members 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 2010China Micro-Blogging
2006 2007 2008 2009 2010 2011
Altimeter recognizes Dell with “Open Leadership Award for Innovation and Execution”
(Oct.)
Dell Social Media and Community University launched/5,000 teammembers trained byend of year(Aug.)
DelllaunchesB2B pagesFacebook(Jun.)
Dell named #1 most social brand in ranking of 100 top brands
Social Media Listening
Command Center
Rishi Dave | Inside Out
Lesson 1: Opportunity of a powerful ecosystem
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Dell.com
External Communities Our Communities
Team Members
Rishi Dave | Inside Out17 Confidential
04/10/2023
Lesson 2: starts with listening to Be A Better Business, across the Business
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Lesson #3: Integrate where Customer & Business Value are realized across all business functionsProduct
Development
• Feedback Loop• Early Warning• New Product
Ideation
Marketing
• Demand Forecast• Lead Generation• Message Reach
Online Presence
• Ratings & Reviews• Communities• Customer Stories
Sales
• Collaboration• Thought
Leadership• Blogs
Customer Service
• Listening• Support Widgets• Outreach
Communication
• Rich Media• Brand Reputation• Influence• Reputation
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Think of it as a tool, not a channel
Lesson 4: Listen + Engage = Act. It’s at the heart of all strategies…
But How to Scale?
Rishi Dave | Inside Out
Lesson 5: Empowering Employees: Social Media & Community University
Principles
Policy
Governance
Training & tools
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Lesson 5: EmpoweringDell Team Members
Certified: 2357
Unique Team Members Trained: 5254
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Lesson 6:
The quest for a single ROI?
Business Value across the full customer lifecycle
Rishi Dave | Inside Out
Lesson 7: It is a journey not simply “marketing campaigns”
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Planting Seeds across Business and Functions
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Stronger and Better Business
Doing More for Customers
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Thank You
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