Global Marketing

Driving Business & Customer Value via Social MediaCIC IWOM PANEL SHANGHAI

Jacqui Zhou

Nov 2010

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The wheel

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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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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 thechasm

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Untapped potential

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Outcome: sustainably interconnected

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Dell’s Key Social Media Milestones

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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

2007July 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 Twitter

Dell 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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Broad set of properties & tools across all BU’s Extensive global reach

Dell conversations and reach

Significant depth, breadth and reach

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Dell Overall CSMB Public Large Enterprise

Average number of daily posts

12,500 3,300 500 200

Average number of weekly posts

90,000 28,000 3,500 1,350

Average Twitter reach per day

5,500,000 1,200,000 64,000 95,000

Average Twitter reach per week

38,000,000 7,900,000 450,000 680,000

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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 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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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 gonnamiss the old

horses?

Thank You

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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.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/aPQBvk

Slide 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.jpg

Slide 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