1. The Power of Social Media:
proof in the journey
October 2013
2. 7 years ago:
4000 posts per day
Today:
25,000 posts per day
(in English alone)
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Social Media Services Group
3. About your presenter
• Highest ranked Social Media SME at Dell
• Social Media Nerd, Process Engineer,
Product Development, Management Consultant
• Passionate about using social media to create connections…
– for companies and their customers,
– for personal brand, and
– to make a difference in the world (charities)
• Digital Footprints and Passions
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@knoxkeith (twitter)
http://instacanv.as/knoxknox
www.linkedin.com/in/keithknox
#Movember
www.veteransadventure.org
Confidential
11/1/2013
Social Media Services Group
4. Starting down a new
road, in a vehicle, yet
to be proven
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Even today, the
infrastructure is
evolving
Social Media Services Group
5. Our Customers Are Talking About Dell
• Our customers are talking about Dell.
– 25K conversations daily 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
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6. Our Customers Want Us Engaged
• 93% of social media users believe a company should have a presence in social
media
• 85% of users believe a company should not only be present but also interact
with its consumers via social media
• 56% of users feel they have a stronger connection with and are better served
by companies when they can interact with them in a social media
environment
• 60% of B2B technology decision-makers rely on technical support forums to
inform and validate their purchase decisions
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Social Media Services Group
8. Social media practitioner
March 2008
Accepted Solutions launched on
Community
February 2007
IdeaStorm launched
February 2006
Michael Dell asked
Why don’t we reach out and help bloggers with tech
support issues?
A voting based site allowing customers and
others to submit ideas for Dell.
Dell France begins Online Community Outreach
crawl.
walk.
run.
October 2007
Michael Dell quoted in Business Week
December 2006
Ratings and reviews
launched on Dell.com
2007
July 2006
Direct2Dell launched
Today Direct2Dell exists in English, Spanish,
Norwegian, Japanese and Chinese.
January 2007
StudioDell launched
January 2009
Dell Organizes into four
customer focused
business units
2008
EmployeeStorm launched
Dell’s video and podcast site, with helpful tips and
tricks. Eventually expanding this into the YouTube
channel making sharing easier.
November 2007
DellShares launched
The first investor relations blog by
a public company.
June 2009
$2M+ Sales
via Twitter
January 2008
Dell aligns
organization
for success
April 2008
Inside IT launched
June 2008
Channel blog
launched
Blog focused on business customers, and
Cloud Computing.
Spring 2009
Members of Community
and Conversations
deployed within each of
the new Dell Business
units
Altimeter recognized Dell
December 2010
Social Media Listening
Command Center launched
2011
2010
2009
Dell TechCenter
Dell named
the No. 1
most social
brand
with “Open Leadership Award
for Innovation and Execution”
March
2010
Dell joins
Sina
Weibo in
China
2009
June 2007
Dell joined Twitter
Internal Blogs Launched for Employees.
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May 2008
Dell Outlet achieved
$0.5M in sales via Twitter
In response to Jeff Jarvis question around whether companies want to be
part of the online conversation: ”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.”
2006
August 2006
Blog outreach expanded
beyond tech Support
June 2009
Global Twitter revenues
of $6.5 M
Social Media & Community
University (SMaC U) launched
5,000 team
members trained by
December 2009
end of year
Huffington Post Blog
6 Awards for the Social Media
Listening Command Center
B2B pages on
Facebook
June 2010
CAP Days launched In-person events
for vocal online customers
Social Media Services Group
9. Empowering employees:
Social Media & Community University
Principles
Policy
Governance
Training, Certification & Tools
Social Media Services Group
13. Innovating in the future:
A social radio for all
employees
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Social Media Services Group
14. Transforming reputation via social
Dell CAP Days
Dell Social Think Tanks
Inside Out
Outside In
Customer
Feedback
Customer
Feedback
Customers giving feedback on Dell’s business
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Customer
Feedback
Customer
Feedback
Influencer
Dialogue
Influencer
Dialogue
Influencer
Dialogue
Influencer
Dialogue
Dell facilitating topic-based discussions & brainstorms with influencers
not customers
Social Media Services Group
15. Customers in need
are critical
opportunities
Social Media gives
them a voice …
& us…
opportunities
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Social Media Services Group
16. How social listening provides value
Key Use Cases
Stakeholder
Benefits
Competitive Intelligence – Understand competitor messaging
and share of voice
Product Group
Opex Savings
SOS Support – Improve prioritization and coverage of Support
issues
Customer Support
Marketing / Merchandising – Improve messaging and offers
based on customer feedback
Call Reduction,
Improve NPS
Marketing
Improve MarComm
Efficiency, Upsells
Listening for Leads – Identify new leads
Listening for M&A - Research on potential acquisitions;
Customer reaction on upcoming acquisitions
Listening for Governmental Issues– Better understanding of
potential issues
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Sales
Qualified Leads,
Increased Revenue
Corporate Strategy
Opex Savings
Government Relations
Enabler
Social Media Services Group