6. CHANGING HOW WE DEFINE and ENGAGE Tell Our Story Resolve Dissatisfaction Share Content & Collect Ideas Join Conversations 4 Engage customers by sharing information that matters to them
7. “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.” Michael Dell, Business Week 5
12. A network for early warnings Affinity, loyalty and trust 6
13. The Age of the “Informed Consumer”* 4 of 5 people use relationships and peerswhile making a purchasing decision. 69% 62% Research Products online before going to a store to make a purchase 61% Have looked at least once at an online peer review before making a purchase 39% Want to be able to scan bar codes and access information on other stores’ prices 9% Compared a product’s feature and price across retail outlets online before buying Used a cell phone to text-message a friend or relation about a product while shopping *Source: Business week “Wholesale Changes in the Way we Shop”
14. Major country viewSocial Media & Communities 9/15 9/8 12/89/8 9/159/15 11/14 11/14 9/19 11/14 9/15 11/14 11/14 Ratings/Reviews Forums 9/15 Blogs Wikis IdeaStorm Twitter 11/14 Facebook Flickr YouTube Orkut Only English version available Slide Share In social media conversations, Dell is mentioned 4-5000 times a day
17. June 2006 we added blogs, then IdeaStorm, then videos, podcasts, RSS, wikis, ratings and reviews, Twitter, YouTube, Facebook, Flickr, Slideshare...Listen RSS StudioDell Podcasts
18. Tweeting on Dell Dell now has 39 official business accounts across the globe plus over 40 employees. Dell heard on Twitter that customers thought the apostrophe and return keys were too close together on the Dell Mini 9 laptop and fixed the problem on the Dell Mini 10. Now, the Dell Mini product development team is asking around on Twitter for new ideas for the next generation of the computer.
19. A LOOK AHEAD…strategy is one thing, but there’s no substitute for action DELL CONFIDENTIAL 11
20. Web 2.0 User Generated Content Social Media Online video RSS Blogs Interoperability Crowd sourcing Cloud computing
21. Web 3.0? Mobile Commerce Personalization Customization Behavioral Targeting Crowdsourcing and Friendsourcing Predictive modeling Collective CRM RFID tags & UPCs Augmented Reality The Semantic Web ??
22. eCRM & Personalization Move beyond basic utilization Repeat visitors stay longer and buy more Create engagement Personalization builds relevance Quality experience over quantity Understand visitors vs. customers Give the right message at the right time at the right place to the right people
23. Utility Relevancy Ecosystem $ Interaction Advocate Online Customer Data N $ $ Relevance Engagement Offline $$$ $$
24. Utility Relevancy Ecosystem – Ideal State $ Interaction Advocate Online Customer Data N $ $ Relevance Engagement Offline $$$ $$ Drive
25. Read! Know what’s going on! NYTimes.com, your local metro.com, FastCompany.com Online Mediapost.com-OMMA ReadWriteWeb.com internetretailer.com Clickz.com Books Made to Stick Chip Heath Good to Great Jim Collins Nudge Richard Thaler Freakonomics Stephen Levitt Art of Client Service Robert Solomon Now, Discover Your Strengths Marcus Buckingham Anything by Malcolm Gladwell, Seth Godin, Thomas Friedman, Paul Krugman Ted.com
31. Manage your persona online Remember you live in “Wiki-ality” Cultivate your network Your professional is not your personal life You are what you tweet
32. Go to the job Get the most from your internship Spend a day doing what you want to do Network! Get on LinkedIn and build your network Collect experiences Work for free Work on campus Get Involved with organizations Get a holistic view where ever you are
35. You are a Brand! Give Thanks Thrive Create persevere Innovate Do what you love Grow Move forward with purpose Have grace
36.
37. Coordinates brennandell@gmail.com Twitter: @atxpm LinkedIn: Send me an invitation and say where I met you. Network with other K-Staters Dell Online www.Ideastorm.com www.dell.com/conversations www.direct2dell.com Dell on SlideShare: www.slideshare.net/Dell_IncDell on Flickr: www.flickr.com/photos/dellphotosDell on YouTube: www.youtube.com/dellvlogDell & Twitter: Dell.com/Twitter
Notas del editor
WelcomeTopics:Social MediaPersonalizationCareer adviceSlides will be posted on Slideshare
Our overall strategy is to enter into relevant conversations with our customers wherever they are occurring 24/7 throughout the world in all languages. This guides our development of tools and services.
IdeaStorm: Our commitment is to listen to your input and ideas to improve our products and services, and the way we do business. We will do our best to keep you posted on how Dell brings customer ideas to life.”Direct2Dell: Direct2Dell is Dell’s corporate blog; it’s a wire service about Dell to the world. Dell Forums: As the name suggests, it’s the community forum where users share their thoughts and experiences with others. Studio Dell: Dell uses videos and podcasts to educate users on various emerging technologies and also offers tips, tricks and support to get the best out of a Dell product. Studio Dell is an interactive communication tool, which also encourages users to post videos of them using Dell products. Smart Business 360: A resource center for small businesses offering product support and advice ReGeneration & Dell Earth: Websites on sustainable living to emphasize Dell’s environmental commitment, identified as a key strategy to future growth. Direct2Dell exists in 5 languagesAbout 200K page views per monthAlmost 1,000 posts since July 2006Over 25,000 comments More than 100 contributorsRegarding customer dissatisfaction, 2,864 customer complaints have been handled by Tech Support/Customer Care out of 4,097 they deemed as resolvable for a 70% success rate. And, an additional, 350 from Direct2Dell, 200 from internal sources (PR, testimonial site, etc) and 450 from people finding our posts and emailing us have been handled. Direct2Dell is now as powerful as a wire service in delivering news about Dell to influencers online and offline. Important to note that we post everyday in other folks blogs, up to 100x per day, depending on the topic.
Dell now has 39 official business accounts across the globe plus over 100 employees. 18 Promotional Accounts9 Community Accounts12 Blogs and News11 Countries100+ EmployeesEach one offers communications targeted to specific company goals and user needs, each with different measurements.Promotion AccountsUnique offersOne per country segmentNow in US, UK, France, India, Brazil, Australia, Canada, Japan, New Zealand, Mexico and Irelandoverall brand and corporate reputation benefits …when we started outreach 50% negative and early on with engagement we saw that decline by nearly 30% = 20%average daily social mentions is between 4000-5000….but in that is a lot of link baiting and garbage SEO tricks because Dell is among the most referenced brands and search names on the web/coupon affiliates….still end up with several thousand decent conversations everydayConversations team is about 40 people strong……..morphed with time as we see social media become part of everyone’s job or a tool to be used throughout the businesses…pushing into our 4 BUs with a small innovation and governance core….
Move beyond basic utilizationRepeat visitors stay longer and buy morePersonalization builds relevanceQuality over quantityCreate engagementUnderstand visitors vs. customersGive the right message at the right time to the right people
Hone your e-mail writing skills. Every e-mail is just like a news story. Have a Lead and back it up. Answer first. You are what and how you communicate. Be formal. Conciseness wins the days.Study how others communicate, both written and verbal. Understand tone, conciseness, and message.
Be familiar with financial terms. Revenue vs. sales vs. margins, etc.Understand analytics and it’s terminology. Nothing more than +-x/ and %. Analytics are your friend. Know the basic terms like conversion, order value, leakage, funnels, etc.
Linked in vs. Facebook
Don’t stop learning!If 90% of life is about showing up, then once your there add value to whatever you are doing.
