Transcript
Page 1: B2B Social Media Strategy - From Silos to Scale

1 NA Commercial Confidential

Dell - Internal Use - Confidential

B2B Social Media Strategy – From Silos to Scale Ana Villegas Marketing Director at Dell @anavillegas

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US MB Marketing

Agenda

• Dell and Social Media

• Social Media out of the Silo

• The Question of ROI

• The Role of Agencies

• Case Studies

• Lessons learned

Confidential 2

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North America Commercial Marketing 3

Dell’s Social Business Journey

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Social Media out of the Silo

Social is just ONE piece of the puzzle, need to plan holistically

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5 NA Commercial Confidential

Dell - Internal Use - Confidential

- Demonstrate value : Measure, measure, measure

The ROI question

* Collaboration and Social Media @ Work Insights from The Corporate Executive Board’s 2011 Summit for IT Leaders

Investments in social media is on the rise by ITDMs and CIOs

- Reverse engineering

the customer journey

- Critical to measure: cycle to purchase, leads, pipeline, revenue, margin

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The Role of Agencies

Provide real time knowledge , critical to staying innovative for an enterprise company.

BUT agencies will never know your business as well as you do

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Case Study| IDG/LinkedIn Program

45% higher vs market average, number

of discussions started per member

2X Lead quality vs Dell

average

6X Vs market average

membership growth

8.25X Vs market average engagements per

discussion

Develop engaging Dell presence where customers are

KPIs Membership, engagement

Leads, pipeline, revenue, margin

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Case Study| Tech page one

Strong CTV, Reads, engagement

Well above industry average

Media coverage Social, Content Syndication, News

aggregator

Tech Page One Strong thought leadership

content

Pipeline growth

+167% exp.

Provide right content at the right time

Increase visits to dell.com

Beyond TPO

Connect Thought leadership content to the right

audience

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Lessons Learned

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Global Marketing

Go where the customer is, don’t try creating additional forums/blogs/micro sites/social sites*

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* The future of social commerce probably isn’t on dell.com

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Global Marketing

Listen to the customer when developing your marketing, forget about your internal organization structure.

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Global Marketing

Demonstrable ROI is the new norm.

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Global Marketing

You need internal Subject Matter Expert Champions (sales, product) – sell, sell , sell inside your organization.

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Global Marketing

You need to keep experimenting in order to find the best fit for the customers.

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Global Marketing

Marcom investment needs to include paid digital to amplify and generate reach (this is your new “Print/OOH/TV”)

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The Future of Social Media for Marketing

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Thank You


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