George Sadler, Director, Social Media Insights at Dell discusses how effectively listening to customer conversations leads to valuable and actionable information that enables businesses to achieve success in today's "social" era.

1. Just the Facts: From Social to Funnel:
Connecting Social Buyers to the Customer
Creation Process
George Sadler, Director, Social Media Insights
IDC CMO Advisory Board, Best Practices in Channel Marketing, Social
Media Monitoring & Metrics, San Jose, CA, February 28, 2012

2. Marketing:
Powerful, Loud,
Reach &
Awareness
2

3. Web Marketing = Traffic and Clicks
3

4. CRM for Tracking & Maybe Some Insights
Traditional CRM and Case Management Systems
Physical
persona
• B2C
• Name
• Home address • B2B
• Employer
• Job role (ITDM?)
• Work address
• Email
• Ecommerce: Dell account
• Support Documentation
CRM
4 Global Marketing

5. More Than Traffic/Clicks: People Sharing
5
Source: Shanghai Web designers via Neville Hobson

6. Value of
Customer
Conversations
Real time, unaided,
personalized experiences
Where to find you
But not organized by Share with others how & why
business functions or you have great products/services
segments
6
Graphic thanks to @Gapingvoid
Global Marketing

7. Listening is a full-time commitment
Application of Analytics + Modeling:
Making for Meaningful, Measurable Business Actions
7 Confidential Global Marketing

8. Social Media commentary contains valuable and
actionable information
• Identified 27 new product search • Product use issues identified and
terms based on how customers talk addressed in social media earlier
about products than other feedback channels
– Increased SEM campaign
impressions by 27%
• Preliminary analysis of customer
sentiment trends have shown
potential correlation with NPS
8 Confidential Global Marketing

9. This is a New
Road,
The Infrastructure
is evolving
Experiment and
Fail Fast…LEARN
9 Global Marketing

10. The Journey of Social Business Metrics
Experiment & Pilot
Application
Build Out
Operationalize & Scaling
Global Marketing

11. Challenge: Social CRM is Currently not a
reality, but critical to unlocking key insights
Technology and connection of these dots from social profiles and data to traditional
CRM systems
Physical • B2C
persona • B2B
• Name
• Home address
• Employer
• Job role (ITDM?)
• Work address
• Email CRM
• Dell.com account
Social persona • Support case info
+ Commentary
11 Global Marketing

12. Improving Social
Data’s Usability &
Application
+ Merging with
traditional
marketing data
Delivering uniform and actionable data:
More value to business functions
12 Global Marketing

13. Sizzle? or The Hard Work of Getting it Done for
Better Business
13 Global Marketing

14. Thank You