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Leverage Social Media
to drive business



Simone Versteeg
PR & Corporate Communications Manager EMEA Dell Services – @simoneversteeg
Dell, Simone Versteeg
Dell, Simone Versteeg
Dell, Simone Versteeg
Dell, Simone Versteeg
Dell, Simone Versteeg
Dell, Simone Versteeg
Dell, Simone Versteeg
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
June 2005 – August 2006: Several Online
Issues = Offline too
Five years of experiments and experience
    February 2006                          December 2006                   October 2007                                                 May 2008                                             June 2009
                                                                                                                                                                                                                Dell named #1 most
    Michael Dell Asks                      Ratings and                     Michael Dell quote in Business Week                          Dell Outlet achieves                                 Global Twitter
    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 want                                                                                  ranking of 100 top
                                           Dell.com                                                                                     Community team active on Twitter
                                                                           to be part of that or not? My argument is you                                                                                           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
                                                                                                           March 2008                                                                                   March 2010
                 tech support                         February 2007
                                                                                                           Accepted Solutions                                                                           China Micro-
                                                      IdeaStorm Launched                                                                        January 2009                June 2009                   Blogging
                                                      A voting based site allowing                         launched on Community
                                                      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
                                                                          Dell joins Twitter                                   Inside IT launched                               Dell TechCenter       members trained by
              English, Spanish, Norwegian,
                                                                                                                               Blog focused on business                                               end of year
              Japanese and Chinese.                                                                         January            customers, and Cloud                                                   (Aug.)
                                                                          Dell launches
                                                                                                            2008               Computing.
                                                                          EmployeeStorm                     Dell aligns
                                                                          Internal Blogs Launched
                                                                                                            organization                                       Spring 2009            December 2009
                                                                          for Employees.                                                                                                                Altimeter recognizes Dell with
                                                                                                            for success
                                                                                                                                                               Some Members of        Huffington Post Blog
                                                                                                                                                                                                         “Open Leadership Award for
                                                                                                                                                               Community and                                 Innovation and Execution”
                                                                                                                                                               Conversations                                           (Oct.)
                                                                                                                                                               deployed within each                        Dell
August 2006                              January 2007                                                                                                          of the new Dell                             launches
                                                                                                                                                               Business units                              B2B pages
Blog outreach                            StudioDell launched                                                                                                                                               Facebook
expands beyond                           Dell’s video and podcast site,                                                                                                                                    (Jun.)
                                         with helpful tips and tricks.
tech Support                                                                                                    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
    11                                                                                                                                                                                               Global Marketing
Lesson 1: Opportunity of a powerful
ecosystem

                            Dell.com




         External Communities            Our Communities




                          Team Members
12
                                                     Rishi Dave | Inside Out
Lesson 2: starts with listening
                to Be A Better Business, across the
                             Business




13   Confidential                            Rishi Dave | Inside Out
                    10/1
Lesson #3: Integrate where Customer & Business
Value are realized across all business functions


                                Marketing         Online Presence
Product Development
                          •  Demand Forecast   •  Ratings & Reviews
•  Feedback Loop
                          •  Lead Generation   •  Communities
•  Early Warning
                          •  Message Reach     •  Customer Stories
•  New Product Ideation




        Sales               Customer Service      Communication

•  Collaboration          •  Listening         •  Rich Media
•  Thought Leadership     •  Support Widgets   •  Brand Reputation
•  Blogs                  •  Outreach          •  Influence
                                               •  Reputation
                                                         Global Marketing
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
Lesson 5: Empowering Employees:
Social Media & Community University


             Principles

               Policy

            Governance




           Training & tools




                              Rishi Dave | Inside Out
Lesson 6:

     The quest for
     a single ROI?

     Business
     Value across
     the full
     customer
     lifecycle




17                   Global Marketing
Lesson 7:
It is a
journey not
simply
“marketing
campaigns”




              Rishi Dave | Inside Out
Planting
     Seeds across
     Business and
     Functions




19                  Global Marketing
Stronger and
     Better
     Business

     Doing More
     for Customers




20                   Global Marketing
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


21
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 and
 •    Insight: Social media based                                                                 purchase
      support improves sentiment
      and correlates with higher
      revenue
                                                                 Demand / Lead           •    Insight: Social Media provides high
                                          Support                                             Business Value and contributes to
                                                                 Gen and Sales
                                                                                              demand gen vehicle
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
6 Simple Takeaways

1.  Consider social media impact across 6 key reputation
    drivers
2.  If content is king, then listening is queen
3.  Why are you listening? Listen for the sake of making
    changes
4.  Return and report
5.  Online influencers make for powerful advocates
6.  When building relationships. In-person > Virtual
www.dell.com
www.dell.com/conversations

www.direct2dell.com
www.dell.com/twitter
www.ideastorm.com
http://www.slideshare.net/dell_inc

http://www.youtube.com/user/DellVlog
http://www.flickr.com/photos/dellphotos/
http://www.facebook.com/dell
Thanks
          &
Join the conversation


      @simoneversteeg

                        Global Marketing

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Dell, Simone Versteeg

  • 1. Leverage Social Media to drive business Simone Versteeg PR & Corporate Communications Manager EMEA Dell Services – @simoneversteeg
  • 9. 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
  • 10. June 2005 – August 2006: Several Online Issues = Offline too
  • 11. Five years of experiments and experience February 2006 December 2006 October 2007 May 2008 June 2009 Dell named #1 most Michael Dell Asks Ratings and Michael Dell quote in Business Week Dell Outlet achieves Global Twitter 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 want ranking of 100 top Dell.com Community team active on Twitter to be part of that or not? My argument is you 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 March 2008 March 2010 tech support February 2007 Accepted Solutions China Micro- IdeaStorm Launched January 2009 June 2009 Blogging A voting based site allowing launched on Community 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 Dell joins Twitter Inside IT launched Dell TechCenter members trained by English, Spanish, Norwegian, Blog focused on business end of year Japanese and Chinese. January customers, and Cloud (Aug.) Dell launches 2008 Computing. EmployeeStorm Dell aligns Internal Blogs Launched organization Spring 2009 December 2009 for Employees. Altimeter recognizes Dell with for success Some Members of Huffington Post Blog “Open Leadership Award for Community and Innovation and Execution” Conversations (Oct.) deployed within each Dell August 2006 January 2007 of the new Dell launches Business units B2B pages Blog outreach StudioDell launched Facebook expands beyond Dell’s video and podcast site, (Jun.) with helpful tips and tricks. tech Support 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 11 Global Marketing
  • 12. Lesson 1: Opportunity of a powerful ecosystem Dell.com External Communities Our Communities Team Members 12 Rishi Dave | Inside Out
  • 13. Lesson 2: starts with listening to Be A Better Business, across the Business 13 Confidential Rishi Dave | Inside Out 10/1
  • 14. Lesson #3: Integrate where Customer & Business Value are realized across all business functions Marketing Online Presence Product Development •  Demand Forecast •  Ratings & Reviews •  Feedback Loop •  Lead Generation •  Communities •  Early Warning •  Message Reach •  Customer Stories •  New Product Ideation Sales Customer Service Communication •  Collaboration •  Listening •  Rich Media •  Thought Leadership •  Support Widgets •  Brand Reputation •  Blogs •  Outreach •  Influence •  Reputation Global Marketing
  • 15. 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
  • 16. Lesson 5: Empowering Employees: Social Media & Community University Principles Policy Governance Training & tools Rishi Dave | Inside Out
  • 17. Lesson 6: The quest for a single ROI? Business Value across the full customer lifecycle 17 Global Marketing
  • 18. Lesson 7: It is a journey not simply “marketing campaigns” Rishi Dave | Inside Out
  • 19. Planting Seeds across Business and Functions 19 Global Marketing
  • 20. Stronger and Better Business Doing More for Customers 20 Global Marketing
  • 21. 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 21
  • 22. 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 and •  Insight: Social media based purchase support improves sentiment and correlates with higher revenue Demand / Lead •  Insight: Social Media provides high Support Business Value and contributes to Gen and Sales demand gen vehicle
  • 23. 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
  • 24. 6 Simple Takeaways 1.  Consider social media impact across 6 key reputation drivers 2.  If content is king, then listening is queen 3.  Why are you listening? Listen for the sake of making changes 4.  Return and report 5.  Online influencers make for powerful advocates 6.  When building relationships. In-person > Virtual
  • 26. Thanks & Join the conversation @simoneversteeg Global Marketing