Spoke at Econsultancies Online Marketing Marterclasses - http://econsultancy.com/events/masterclasses and shared this shortened version of Dell's social media journey.

1. DELL’S SOCIAL MEDIA JOURNEY Kerry Bridge, Communications, Dell Inc. Econsultancy – Online Marketing Masterclasses November 17, 2009

2. KEY LESSONS ALONG OUR JOURNEY

3. 1. CUSTOMERS Are Discussing and Defining your brand every day… BOTH ON AND OFF YOUR SITE

4. 4,000 mentions a day 4

6. VERY positive customer responses

7. Negative sentiment online quickly cut in half

10. 5K - 10K posts a week

11. Topics range from support pre-purchase enthusiast

12. 15,000 accepted solutions7

13. EMPOWERED OUR CUSTOMERS TO SHARE THEIR KNOWLEDGE Solved button added to Original Post; clicking it will take user to Accepted Solution Accepted Solution Post Turns Green and logo added 8

14. 2. TRANSPARENCY AND AUTHENTICITY ARE KEY

15. how credible is a company? DELL CONFIDENTIAL 10 Source: http://www.edelman.co.uk/trustbarometer

16. DIRECT2DELL NETWORK OBJECTIVE: Transparent, candid and timely communication RESULTS: Millions page views/week Available in Chinese, English, Spanish and Japanese Blogs cover areas of Dell business in more detail – Enterprise IT, Small Business, Education, Investors etc Guest influencers join the conversation www.direct2dell.com 11

17. 3. BE WHERE YOUR CUSTOMERS ARE & PROVIDE SOMETHING USEFUL

19. Sold more than $2M in merchandise since 2007, $1M browsing.

20. Now 35 official Dell accounts + many more personal accountswww.dell.com/twitterDell OutletUK

21. 4. OPEN SOURCE IDEAS TRANSFORMED THE WAY WE OPERATE

23. ~700,000 promotions of ideas

24. >87,000 comments

25. ~400 ideas Implemented by Dell

26. Created a Facebook App and ability to post ideas directly to a Facebook profilewww.ideastorm.com 15

27. CUSTOMER-INSPIRED LAPTOP COLOR OPTIONS A LITTLE ZING TO BUSINESS LAPTOPS 13.3-INCH DISPLAY COMPACT, BUT BIG ENOUGH TO FIT A FULL-SIZED KEYBOARD UNDERNEATH BETTER BATTERY LIFE UP TO 19 HOURS ON A SINGLE CHARGE FINGERPRINT READER EXTRA SECURITY APPEASES JITTERY MANAGERS eSATA PORT LETS USERS CONNECT EXTERNAL HARD DRIVES AT FAST SPEEDS BACKLIT KEYBOARD FOR WORKING IN THE DARK 16

28. 5. DEFINING A MEASUREMENT SYSTEM IS CRITICAL TO INTERNAL BUY-IN

29. Blogs Technorati ranking, Guest bloggers, Traffic, Conversation index, cost per sale Forums Posts and views, Accepted Solutions, VIP engagement, Opex savings Social Media Online Sentiment (positive, neutral, negative), net promoter score, issue prevention Opex savings IdeaStorm Site participation, Ideas implemented Twitter Followers, conversation index, cost per sale A. MEASUREMENTS SHOULD REFLECT OBJECTIVES DELL CONFIDENTIAL 18

30. Investment actionreaction non-financial financial cost of impact gain B. FINANCIAL and Non-financial impact DELL CONFIDENTIAL YouTube views Impressions Opex savings Customer complaints Social mention Paid search savings Support savings Website visitors Positive press Issue prevention Online Sentiment (positive, neutral, negative) Facebook friends Traffic to purchase path Ideas implemented Cost per sale Increased call volume Blog comment ratio Cost per membership Re-tweets Discount codes used SEO Cost per visit Cost per call Technorati ranking Click-throughs members Customer Loyalty Competition entries Twitter followers traffic Net promoter score Positive WOM Competitor comparisons 19

31. 6. SOCIAL MEDIA IS NO LONGER THE JOB OF JUST THE SOCIAL MEDIA TEAM

32. SOCIAL MEDIA IS NOW PART OF EVERYONE’S JOB Central Team TODAY DISTRIBUTED MODEL EARLY DAYS INCUBATION Embedded in the business Incubated all social media activity in Public Relations DELL CONFIDENTIAL 21

33. FINAL THOUGHTS Be transparent about your companies origin Be where your customers are Add something of value Set time parameters Be clear about your objectives Measure both financial and non-financial benefits Be a person – have fun! 22