social media leadership forum - dell case study
Post on 21-Oct-2014
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Presentation shared by @StuartHatDell and @Kerryatdell in a London Social Media Leadership Forum event. A very interactive session held in London today.TRANSCRIPT
Global Marketing
Dell’s journey in the social webApril 5 #smlf
Stuart Handley, Director of Communications - @StuartHatDellKerry Bridge, Social Media Communications - @KerryatDell
Global Marketing
benevolence
made easier
b2b
humanise
Just do it
control
where its at
ambassadors
social business
old skool
Global Marketing
Why social media matters
• Increasing importance of word-of-mouth on purchasing behaviour
• Social media amplifies and accelerates word-of-mouth, rapidly shaping and influencing opinion
• Social media can help foster a genuine connection between a company and its customers
• A fifth of journalists access Twitter at least once a day as part of their story sourcing.
The ranking image source: http://www.socialbrands100.com/ (March 11, 2011)Source for journalist stat http://uk.cision.com/News-room/Press-releases/European-survey-highlights-journalists-increasing-dependency-on-social-media/
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Our customers are talking about Dell
“Engaging in honest, direct conversations with customers and stakeholders is a part of who we are, who we’ve always been. The social web amplifies our opportunity to listen and learn and invest ourselves in two-way dialogue, enabling us to become a better company with more to offer the people who depend on us.”
-Michael Dell
cc Dell
Global Marketing
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
2007
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.
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
January 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 TwitterDell 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
2006
2008
2009
2010
April 2010@DellCares launchedTwitter account to support 24/7 global coverage in English
March 2010Customer Support offered on Facebook
December 2010Social Media Listening Command Centre Launchedtracks on average more than 22,000 daily topic posts related to Dell, , as well as the mentions of Dell on Twitter that have a reach greater than the circulation of the top 12 daily newspapers in the United States
Nov. 2010ChatterDell extends enterprise social collaboration to 90,000+ employees
Nov. 2010Linkedin products and services tab launched
cc Dell
Global Marketing
Leverage social media to drive various business functions
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Product 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• Resolution
Communication
• Rich Media• Brand Reputation• Influence• Reputation
cc Dell
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Listening to be A better business, across the business
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Introducing Dell's Social Media Command Center http://www.youtube.com/watch?v=w4ooKojHMkA
cc Dell
Global Marketing
Social media listening:
• Support Outreach Service:– @DellCares team engaging
1000+ customers per week
– Positive impact on customer satisfaction: 35% conversion of demoters to promoters
• Listening Command Center:– Accountable for the timely &
accurate resolution and public response for high sev issues
– Global Listening across 11 languages and all Bus
– Supports listeners and responders across Dell
• Subject Matter Experts:– Listeners across all functions
and business units who keep real time pulse of their customers
– Building brand advocates
– Engaging with influencers
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Building an Online Influencer Relations Programme
• Influencer identification project by BU, region or topic area
• Identify relationship owners
• Training
• Conversation tracker and tools
• Measure as part of communications monitoring - adding key online influencers to goldlist for reputation dashboard
• Going beyond virtual relationships
• Introducing Dell CAP Days (a ranters and ravers event)
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cc Dell
Global Marketing
Dell customer advisory panel (CAP) days
Build relationships with identified attendees onlineGauge tone and interests through survey Set agenda based on results – Ranters & RaversInvitees prioritized based on size of social media reach
Before: Identify & begin buzz
CAP Days: In-person event
After: Follow-up and action
Listen, Listen, Listen!Collect feedback via artist Third party moderator – part of communityMeasure the comments around key business areas (positive and negative
Gauge value to attendees through surveyMonthly updates to attendeesDesignate relationship owners for ongoing efforts to build advocates
cc Dell
Global Marketing
Success of CAP daysUS:
• One of our leading reputation drivers in June
• 138M Twitter reach• Coverage in outlets including
Mashable, Fast Company, others.
Germany:
• 200+ tweets from attendees• 200+ posts to XPS Forum• 100% of attendees said that
event “Exceeded expectations”
China:
• Over 1200 posts on Sina• 90% positive tonality• Coverage highlights (across Sina,
RenRen, microblogs and forums)
cc Dell
Global Marketing
Principles
Policy Governance
Training & tools
Social media & community university
cc Dell
Global Marketing
Social media unconferences
• Austin - July• London - September• Xiamen - November
cc Dell
Global Marketing
Social media business measurement: popular assertions/beliefs vs. Dell findings to date
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Popular notions about Social Media
Our Findings
Works only for Consumer Impacts each of the Dell Businesses: Consumer, Public, SMB, LE and Services
Relevant only for “top of the funnel” – good for brand awareness, not effective at acquisition
Impacts every part of the marketing funnel. Being harnessed for lead gen and driving conversion
Cannot impact Brand building Social listening, support and research content establishes brand credibility.Can be measured (Social Net Advocacy)
Social Media ROI cannot be measured as a business metric – is more like PR – can “assist”, but cannot be tied to revenue
Run-the-business metrics can be applied on Social Media and integrated into business operations. Has been tied to Consideration and Revenue
Facebook is not as effective as email in driving retention / repeat visits
Facebook pages are effective for doing business
cc Dell
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Internal Social Networks
• Dell is using Chatter to increase cross-departmental team collaboration
• Over 90,000 Dell employees quickly and easily collaborate around documents and information like sales opportunities, team projects and campaigns
• Fosters relationships
• A hybrid of Twitter, Facebook, Sina, Ren-Ren, Orkut
cc Dell
Global Marketing17 Cartoon from Gaping Void
“In a competitive world, organizations are realizing that only people can brand products or services – that we are not just selling a branded product, but a mass of branded people who support and deliver.”
Helena Rubinstein, Founder and Managing Director
of The Lab
cc Dell
Global Marketing
Summary tips / insights
• Listen:– Listen first- Listen and learn before jumping in – Continue to listen – rapidly evolving
• Engage:– Find your employee champions and involve them– Train and protect your employees– Figure out your business objectives, identify the
appropriate data to use for measurement
• Act:– Engage in conversations that are already happening– Look for opportunities to build relationships with
influencers– When building relationships, In-Person > Virtual
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cc Dell
Global Marketing
Connecting around the Web
www.dell.com
www.dell.com/conversations
www.direct2dell.com
www.dell.com/twitter
http://www.slideshare.net/dell_inc
http://www.youtube.com/user/DellVlog
http://www.flickr.com/photos/dellphotos/
http://www.facebook.com/dell
Global Marketing
Thank you
@StuartHatDell @KerryatDell