Presentation on 15/02/12 at National College of Ireland, Dublin for Measurements.ie. Stephen Jio - Dell

1. The Qualitative Rewards of
Social Media - Dell
Stephen Jio - @stephenjatdell
15 Feb, 2012 – National College of Ireland - Dublin

2. Social Media:
Where do you start in
rationalizing your
efforts?
2 @stephenjatdell © 2011 - Dell

3. KPIs:
• Brand Health – How we measure up
Net Promoter Scores, Social Net Advocacy
our Social efforts
• Customer Satisfaction (Social Support) –
Within the Social environment, community responses
• Conversion (User Content) –
Customer reviews, user generated content
• Consideration –
Effectively driving traffic to dell.com
• Revenue –
‘Social’ associated purchases, indirect and direct attributed
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4. Survey:
The most important
metrics in assessing
Social Media
…But wait, there’s more!
Resource: Econsultancy -The State of Social Report 2011
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5. Purchase Influence Rewards:
Presence Social Media provides
Shareable Content you with insight from
Content Impact the Customer
Loyalty
Trending
Consumer Confidence
Market Insight Regional Impact
Competitive Buzz Market Approach
The Cost of NOT participating
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6. …a paradigm shift is needed
Survey:
What companies are
using Social Media for
Resource: Econsultancy -The State of Social Report 2011
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7. Where Dell uses Social Media
Product Development Marketing Communication
• Feedback Loop • Demand Forecast • Rich Media
• Early Warning • Lead Generation • Brand Reputation
• New Product • Message Reach • Influence
Ideation • Reputation
Sales Customer Service Online Presence
• Leads
• Collaboration • Listening • Ratings & Reviews
• Thought Leadership • Support Widgets • Communities
• Blogs • Outreach • Customer Stories
© 2011 - Dell

8. Social Media:
Where we’ve come
from and where we’re
going
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9. Dell’s Social Media & Community History
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10. Social Media:
The exchanging of ideas
between dynamic
communities enabled
through the technology of
ever-evolving tools
Direct2Dell
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11. Dell - Social Media Strategy
Summary - Build and Execute your strategy
1. Define what you want to achieve with Social Media
2. Sponsorship from Executives is key
3. Budget for scalability
BUILD
4. Train your employees for best practise engagement
5. Listen first to what is being said, understand your Customer
6. Engage and be part of the conversation and the solution EXECUTE
7. Opportunity is there in all elements of your business
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12. The 3 Touch Points
to Social Media:
Listen,
Listening Engage,
Opportunity
Engaging
“Engaging in honest, direct conversations with
Opportunity 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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13. Touch Point:
Listening to the
Community
13 @stephenjatdell Dell Global Listening Command Centre
© 2011 - Dell

14. Why You NEED to Listen
Customer Stories
Listening:
Peer to Peer Influence
26,000 posts daily
Sales Lead Generation about Dell
Support
Brand Reputation
Comments
Instant Feedback
Product Evaluation Potential Issues
Queries on Product/Services
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15. Listening Tools:
• Helps you hone in on Listening, publishing
subject matter that you and work flow
want to focus on
• Can perform
intelligence in
understanding the tone
of the conversation
• Provides workflow
integration
• Reporting capabilities
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16. Touch Point:
Engaging - reaching
out to Customers
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17. Mass Social Media
Engaging:
Market
Collaboration at
multiple levels External
Community
External
Community
Direct2Dell Community
Hosted
External Communities External
Community Support Community
Mastery & Use
Affinity
Ideation
Extranets External
Topical
Experts
Internal
Internal
Networks /
Enterprise
Workgroups
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Collaboration

18. • Engagement doesn’t mean Engagement:
responding to everything! Food for thought
• Do not use to neutralise or argue a
dissenting opinion
• Let the community respond; trust the
community
• Engage in conversations that are
already happening, BUT LOOK FOR
LANDMINES
• Be prompt, Social Media moves
quicker than any other channel of
communication
…and don’t Tweet when you’re in a bad
mood
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19. #FAIL:
Think before Tweet
• When you tweet for
a company you are
the company
#&@&ing
• Why training is so
important
• Forget the delete
button – once its
posted, its
permanent
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20. Engagement:
Empower your
employees in Social
Media
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21. Employees are your best social advocates Empower Employees:
• Make your Social strategy available to all Employees Provide Social Media
• Train and certify Employees (and Agencies), to engage
training
• Reinforce transparency in all engagement even personal
• Provide internal social network as sandbox
• Coordinate closely with external communications
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22. Touch Point:
Opportunity - Social
Integration in the
Business
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23. Product
Development:
Crowdsourcing
• IdeaStorm introduced 2007
• Over 16,000 idea submitted
• >470 implemented
• EmployeeStorm for staff
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24. Marketing:
Social Product
Integration
• MTV EMA Awards – Red Carpet
• Over 1,000 fans had their picture taken on
the red carpet
• Photographs taken with Dell Streak and
instantly uploaded to Facebook page
• Allow fans to comment on their images and
have a virtual ‘keepsake’ of the event
• Combined marketing campaign with
advertising and features at Awards provided
additional media goodness
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25. Communication:
Shareable Rich
Content
• Product launch teasers, customer stories,
product reviews, interviews, press
conferences
• Dell Ultrabook Challenge had a million
views in first 48 hours
• Dell Vlog channel has generated over 12
million views since launch
• Additional social properties
– Flickr
– Slideshare
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26. Customer Service:
Reaches beyond the
‘one to one’
• Proactively reach out to customers
• Integrating efforts with support.dell.com
• Team engages with 1,000+ customers per
week
• Positive impact on customer satisfaction:
35% conversion of ‘demoters’ to
‘promoters’
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27. Sales:
Social Offers
• Creating compelling offers – based on
engagement with community
• 1.5 million followers on Dell Outlet ‘Deals’
Twitter page
• @DellHomeUK averages over 30
engagement on a daily basis proactively
reaching out for sales opportunities
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28. Final Words:
Sometimes you can’t
put a number on the
benefits of Social
Media…
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29. Thank you!
@stephenjatdell
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