1. Leverage Social Media
to drive your business
Simone Versteeg
PR & Corporate Communications Manager Dell – @simoneversteeg

2. A leading global
provider of
technology solutions

3. Founded
by CEO
Michael
Dell for
$1,000 in
1984

4. Over $60bn
revenue

5. 103,000 team
members in
64 countries

6. 25,000 online posts about Dell
each day
98% resolution rate on Social
Outreach Services (like
@DellCares @DellLuistert)
8,000 Dell employees
participated Social Media trainings
of which 3,000 are certified

8. Dell’s Direct & Online Heritage: Critical Enabler
Leader in online
First to sell complex First company to frictionless
configurable items hit $1M a day in commerce from
online revenue order to delivery
One of the first One of the first
companies to Early adopter of
to launch online social media
discussion forums launch online
support

9. June 2005 – August 2006: Several Online
Issues = Offline too

10. Five years of experiments and experience
February 2006 December 2006 October 2007 May 2008 June 2009
Michael Dell Asks Ratings and Michael Dell quote in Business Week Dell Outlet achieves Global Twitter Dell named #1 most
Why don’t we reach out and help Jeff Jarvis story quote, “These conversations are social brand in
reviews on $0.5M in sales via Twitter revenues of $6.5 M
bloggers with tech support issues? going to occur whether you like it or not. Do you ranking of 100 top
Dell.com want to be part of that or not? My argument is you
Community team active on Twitter
brands
absolutely do. You can learn from them. You can Small Business
improve your reaction time. And you can be a blog launched
better company by listening and being involved in
that conversation.”
August 2006
Blog outreach
expands beyond
tech support February 2007 March 2008 March 2010
Accepted Solutions China Micro-
IdeaStorm Launched
A voting based site allowing launched on Community January 2009 June 2009 Blogging
customers and others to submit Dell France begins Online Dell Organizes in to $2M+ Sales
ideas for Dell. Community Outreach 4 customer focused via Twitter
business units Social Media Listening
Command Center
2006 2007 2008 2009 2010 2011
July 2006 Dell Social Media and
Community University
Direct2Dell launched June 2007 April 2008 2009 launched/5,000 team
Today Direct2Dell exists in members trained by
English, Spanish, Norwegian,
Dell joins Twitter Inside IT launched Dell TechCenter
Blog focused on business end of year
Japanese and Chinese. January (Aug.)
Dell launches 2008
customers, and Cloud
Computing.
EmployeeStorm Dell aligns
Internal Blogs
organization Spring 2009 December 2009 Altimeter recognizes Dell with
Launched for
for success
Employees. Some Members of Huffington Post Blog
“Open Leadership Award for
Community and Innovation and Execution”
Conversations (Oct.)
deployed within each Dell
August 2006 of the new Dell launches
January 2007 B2B pages
Blog outreach StudioDell launched Business units
Facebook
expands beyond Dell’s video and podcast site, (Jun.)
tech Support with helpful tips and tricks. February 2008
Eventually expanding this into
the YouTube channel making Twitter expanded
November 2007
sharing easier.
DellShares launched
The first investor relations blog by June 2008
a public company.
Channel blog
launched
10 Global Marketing

11. 11 Confidential 9/26/2012 Global Marketing

12. Before the Social Web: Our Online Perspective
Our
Dell.com
Communities
12
Global Marketing

13. Lesson #1: Opportunity of a Powerful Ecosystem
Dell.com
External Communities Our Communities
Team Members
13 Confidential
Global Marketing

14. Lesson #2: starts with listening
to Be A Better Business, across the Business
14 Confidential Rishi Dave | Inside Out
3/21/

15. Lesson #3: Integrate where Customer & Business
Value are realized across all business functions
Product Development Marketing Online Presence
• Feedback Loop • Demand Forecast • Ratings & Reviews
• Early Warning • Lead Generation • Communities
• New Product • Message Reach • Customer Stories
Ideation
Sales Customer Service Communication
• Collaboration • Listening • Rich Media
• Thought Leadership • Support Widgets • Brand Reputation
• Blogs • Outreach • Influence
• Reputation
Global Marketing

16. Lesson #4: Listen + Engage = Act.
It’s at the heart of all strategies…
But How to Scale?
Think of it as a tool, not a channel
Global Marketing

17. Lesson #5: Empowering Employees:
Social Media & Community University
Principles
Policy
Governance
Training & tools
Rishi Dave | Inside Out

18. Lesson #6:
The quest for
a single ROI?
Business
Value across
the full
customer
lifecycle
18 Global Marketing

19. Look across the entire customer lifecycle. It can
be used everywhere …
• Insight: Social media improves
Dell’s reach and share of voice
Awareness
• Insight: SM keeps customers
engaged, provides solutions
and improves loyalty.
Research and
CLV (loyalty) Dell.com Consideration
Our External • Insight: Established causality
Communities Communities between social media activity
• Insight: Social media based and purchase
support improves sentiment
and correlates with higher
revenue
Demand / Lead • Insight: Social Media provides
Support high Business Value and
Gen and Sales
contributes to demand gen
vehicle

20. Lesson #7:
It is a
journey not
simply
“marketing
campaigns”
Rishi Dave | Inside Out

21. SM  B2C & B2B
21

22. Marketing;
Time for
renewal and
evolution?
Image thanks to Hugh McLeod @Gapingvoid
22

23. The world around us is changing
Control
is not as successful
as influence
companies that embrace this the fastest will win
• Disintermediation between the customer and the expert is happening already
• Users spending more time across the web engaging – beyond company’s website
• Customers trust their peers more than anyone else
• Traditional methods are not scaling; Does Social Media?
23

24. Dell’s Social Grid on Facebook (Consumer)
• Content to increase favorability
• Profile of your Social Life
• Discover new things through the
passion of your friends
• No ongoing conversations

25. Alienware on Facebook (Gaming)
• Dell’s Gaming brand
• Separate from Dell NL
• Active (gamers) community
• Ongoing conversations
• Daily content

26. CSR: American Red Cross Disaster Operations
Center – Powered by Dell

27. CAP days / Think Tank is….
• First and foremost, it’s a LISTENING event.
• Agenda/objectives/attendees determined based on
existing conversation online
• A discussion with customers, experts or bloggers who
are particularly vocal / influential in social media
• Open/honest face-to-face dialogue
• Forum for feedback that is funnelled back to the
business for action.
• An opportunity to build relationships with key
influencers.
Looking for…
• Positive buzz about Dell in social media
• Increase in positive coverage across social/traditional
media (measured via Communications Pulse Tracker)
• Key learning and feedback to help drive improvements
to our business
• Ongoing relationships with influencers who can help
tell the Dell Story and become brand advocates

28. Dell Social Biz Community
• Share social media best practices
• Discuss how online engagement meets business objectives
• Explore the journey to become a social business
http://dell.com/socialbiz
28

29. Connecting Around the Web
www.dell.com / www.dell.nl
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

30. Thanks
&
Join the conversation
@DellNederland @simoneversteeg @DellLuistert
Global Marketing