cette présentation a été réalisée pour B+G & Partners SA - www.bgcom.ch elle n'est pas complète,... mais permet d'explorer les best practices d'écoute des clients

1. Julien Ferla
Head of Digital - jferla@bgcom.ch
StarbucksThird brand on Facebook
25 millions Fans
Dell HellHow and Why Listen !

2. What others do
You love it or you hate it
you can discuss it

3. What others do
and someone
will answer you

4. What others do

5. What others do
My Starbucks idea
Crowdsourcing website
ww.mystarbucksidea.force.com

6. What others do

7. What others do

8. What others do

9. What others do
What about
Starbucks on Facebook ?

10. What others do

12. The ads turn around
customers, they hire them

13. 25’000’000 fans
1% participate at the App «Curve your Pumpkin Pic»
= 250’000 send a pictures to their friends 130 average friends
= 32’500’000 persons see that
1% click to see the pictures
= 325’000 will see the brand !
virality estimation

14. What others do
The customer becomes
the ambassador of the brand

15. Extend
The Network

16. What others do

17. What others do
" Dell lies. Dell sucks
I just got a new Dell laptop and paid a fortune for the four-
year, in-home service. The machine is a lemon and the
service is a lie. I'm having all kinds of trouble with the
hardware: overheats, network doesn't work, maxes out on
CPU usage. It's a lemon."

18. What others do

19. What others do

21. What others do
Today they reduce bad comments from 58% to 20%.
How?

22. What others do
They listened and encouraged
people to express themselves

23. What others do
Opening in 2007 of
www.ideastorm.com

24. What others do
Based on the
Crowdsourcing concept

25. What others do
By doing that, they contained negative comments in one
place, not all over the internet and Google results page.
With this tool they listen and engage
the customers for solutions.
= Crowdsourcing concept
I did it!

26. What others do
Dell has received more than 170,000 customer ratings and
reviews on Dell.com across 62 countries.

27. What others doThe Dell Timeline
2005: Dell Hell
2006: Dell starts listening
2007: Gather product requirements via ideastorm.com
improves monitoring and engagement.
2008: Add Customer Support via Facebook and advanced
Social Media Monitoring
2009: Consolidation
2010: Leadership and Innovation
Opening of The Listening Command Center

29. They have blogs, a lot of
blogs = lots of contents

30. They have blogs, a lot of
blogs = lots of contents

31. They tweet = they’ve
generated $6.5 million
since 2008 in revenue from
their Twitter presence.

32. Facebook pages:
Dell for Business
Dell for Social Media
Dell for Gamers
Dell Outlet
etc...

33. What others do
on ideastorm.com
If you are a Dell “FAN”,
tell us why. Then tell us what you would like to see in a Dell page.
If you are NOT a Dell “FAN”,
tell us what you would like to see to make it worth becoming a FAN.

34. What others do
For Dell B2B does not exist anymore

35. What others do
«B2B becomes P2P(person 2 person)
you are no longer talking to business,
your are talking to people»
Laura Thomas, Senior Consultant of Digital Media at Dell.

36. What can we learn ?
• Content is king and customers Heroes
• The word of mouth is global
• Do it yourself
• Create content, share your experiences, your stories.