Dell's VP of Social Media and Community presents on Intimacy and Scale: Using Social Media to Manage Your Brand. Marketing 2 Conference, Paris. March 22, 2010

1. Intimacy and Scale: Using Social Media to Manage Your Brand Manish Mehta, Vice President, Social Media and Community Marketing 2 Conference, Paris – March 22, 2010

2. History 2

3. Enabling Scale thru Technology Fundamentals 3

4. Conversations 4

5. The pinnacle of mass media:Intimate to watch …… produced on huge scale 5

6. Extensive reach… but no real connections or interactions 6

7. Over time, more sophisticated smarter & appealing 7

8. Soon, a television in every room, a station for everyone, advertising for all. Scale not intimate …

9. THE CONNECTED EFFECT Short Attention Span Media Overload Proactive Avoidance Aversion To Intrusion

10. Along comes the interactive Web.Fragmented targets,interactive & engaging, more choice, more niches than broadcast

11. Users begin engaging with content, sharing links, moving around, connecting widely across the web.Scalable, right? 11

12. Think in clusters.Conversation clusters can scale.Find the clusters that matter to your business.You can create remarkable intimacy if you engage in relevant conversations that matter. 12 Customer Support Marketing Product quality & suggestions Sustainability, green products Purchase decisions

13. Criteria For Scaling Success Listen Value what you hear Segment (cluster) Areas of expertise (cluster) Open to continuous improvement Enable and empower your people Trust them Provide tools to do the job People connect with people 13 Confidential

14. Inside an Enterprise Empower Heroes Create a hub & spoke governance model Embed across the fabric of the Enterprise Find passionate clusters Tops down support 14 Confidential Scalable

15. Scalable? 15

16. 16 Scaling is an evolution. Business fundamentals do not change.

17. Enabling Scale thru Technology Fundamentals 17

18. Journey back in time …

20. What made the best small businesses thrive?

21. Think about your favorite family restaurant – local to where you lived and grew up

22. What practical and pragmatic approaches did they take to satisfy and build loyal customers?

24. Convenience More convenient every day to more people in more ways More welcoming? Feel special?

25. Products & Services Richly showcase products; can also be powerfully “efficient & effective” Deliver delightful and personal service?

26. Recognize & Personalize Recognize returning visitors, offer recommendations based on behavior Good at context – adjust our approach?

27. Thank You & Appreciation Acknowledgement, follow-up emails, coupons and offers Surprise and delight? Turn promoters into ravers?

28. Start simple

29. Listening and Conversations Web conversations (forums, blogs, social networks). Ratings & reviews Actively listening & responding?

30. Everywhere?

31. Suggestions & Action Online feedback and surveys Ask for ideas? Take timely action?

32. Business grew and succeeded based on word of mouth … and they still do … … more so with the social Web

33. Conversations matter …

34. Applying these lessons to any business or brand of any size, to any channel, including online… and we learn the fundamentals don’t change. … intimacy has value and brings a brand to life

35. Lessons Learned At Dell: We’re learning and engaging daily to build a better business Connect directly with customers … like the neighborhood restaurant Many opportunities to thank, appreciate and delight Listen and respond, bring the experience with the brand to life Welcome suggestions, focus on business and customer value

36. Being Human 33 Successful Neighborhood Business Biz Social Web

37. It’s not about shiny objects It’s about pragmatic approaches that the best businesses take to continuously improve Smart business fundamentals never change

38. Enabling Scale thru Technology Fundamentals 35

39. Connecting Around the Web www.dell.com 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 Thank You

40. 37 Slide 2: http://www.flickr.com/photos/chavals/3045853162/ Slide 5: http://www.hdtvonthedish.com/Images/645px-Family_Watching_TV_in_the_1950s.jpg Slide 6: http://farm1.static.flickr.com/204/517780061_f67004efd4.jpg?v=0 Slide 7: http://mediaxstream.tv/wp-content/uploads/2009/04/istock_000006091595xsmall.jpg Fridge: http://taxine.com/fullerspicer/tds_furness.jpg Channel:http://4.bp.blogspot.com/_RHZ80ROtQ6k/SeWK8Vl79MI/AAAAAAAADUM/jIgFJV1QaI8/s400/ChanelNo22a.jpg Slide 8: http://retrothing.typepad.com/photos/uncategorized/2008/06/23/consumerreports.jpg Slide 11 and 12: http://datamining.typepad.com/gallery/blog-map-gallery.html Slide 19: http://www.flickr.com/photos/lawatt/2668593958/; http://www.flickr.com/photos/calhobbes74/2115741812 Slide 21: www.themeadteagardens.co.uk/ Slide 22:http://www.flickr.com/photos/yeungkeefu/218541818 Slide 24: http://img.dailymail.co.uk/i/pix/2008/03_01/smileDM0403_468x484.jpg Slide 25: http://www.cherylmouchette.com/images/handshake.jpg Slide 26: www.chapelhillmemories.com/cat/8/118 Slide 27: http://images.easyart.com/i/prints/rw/en_easyart/lg/8/7/Couple-enjoy-a-cuddle-on-a-park-bench-MirrorPix-87883.jpg Slide 28: http://farm3.static.flickr.com/2201/2089058279_19e60328a4.jpg Slide 29: http://www.gettyimages.com/detail/10091911/The-Image-Bank Slide 30: www.nycgovparks.org/.../restaurant.html Slide 34: http://farm1.static.flickr.com/163/343982934_5610d4fddf.jpg?v=0