1. Harnessing the Power of Online Communities with Salesforce Ideas Vida Killian, Dell Matthew Guiste, Starbucks Aurore Wu, salesforce.com Track: Marketing Executives
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3. The Influence of Online Community is Growing The Web Provides a New Platform for Customers and Employees to Voice Ideas and Relay Experiences Reviews of Consumer Products Personal Blogs and Twitter Conversations Reviews of Local Services
4. How do take action and deliver measurable business impact? How do I expose this wealth of insight back to employees? Companies See Both Opportunity and Challenges How do we engage in the conversation and channel this energy?
5. Dell and Starbucks Have Paved the Way Engaging Customers, Partners, and Employees Building loyalty and focusing the energy of the community Gaining Valuable Customer Insight Hundreds of thousands of records being written to their CRM database Created a Closed Loop Process for Innovation Found a scalable way of capturing ideas and seeing them through to fruition
7. Engage All Your Communities Online Bubble the Best Ideas to the Top Spark Conversations Around Ideas Deliver on Ideas from the Community Introducing Salesforce CRM Ideas
8. Provides Community in a Box A Killer Online Community App Salesforce Ideas provides an intuitive, engaging experience so it’s easy to drive participation and grow your community. Full UI Customization Customize the User Interface to match the look and feel of you website or intranet site. Self-Registration and Single Sign-On Leverage Salesforce’s out-of-the-box self-registration or setup single sign-on authentication. Reporting and Dashboards Salesforce dashboards give you a birds-eye view of your community activity Idea in Action App Turn your top ideas into projects and track things like owners, status, and estimated completion date CRM Integration Create one consolidated view of your customer so that you can run rich reports and follow up with customers based on their online activity
16. LEADERS will enter and become RELEVANT in conversations that occur EVERY DAY in EVERY LANGUAGE all around THE WORLD about their company or product Companies that cling to the past may not realize it, but they will lose relevance.
17. “ These conversations are going to occur whether you like it or not. Do you want to be part of that or not? My argument is you absolutely do. You can learn from them. You can improve your reaction time. And you can be a better company by listening and being involved in that conversation.” Michael Dell, BusinessWeek
18. DELL’S DIGITAL MEDIA vision : Engage in relevant conversations with our customers online 24/7, worldwide in all major languages.
21. “ A company this size is not going to be about a couple of people coming up with ideas. It’s going to be about millions of people and harnessing the power of those ideas.” -Michael Dell
26. Case Study – Latitude (August 2008 ) COLOR OPTIONS A LITTLE ZING TO BUSINESS LAPTOPS BACKLIT KEYBOARD FOR WORKING IN THE DARK DELL CONFIDENTIAL 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
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28. Understand expectations Customers DELL CONFIDENTIAL Customers and Employees Positive Experience Action taken on Ideas Recognition WHO WHAT HOW Timely Feedback Dell (SME) Participation Idea Status Explanation Updated Site Business Review PR Support Onsite Events “ Thank You”
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30. Understand expectations business partners DELL CONFIDENTIAL Internal Business Partners Positive Experience Executive Support Defined Process WHO WHAT HOW Timely Accurate Reporting Access to Data Alignment with Strategic Plans Informed Execs Business Champions Professional Development Communication Support
37. MSI Was Established to Fill a Need for Dialogue Customer Contact Center Online Surveys Passion Panel Customer Voice Focus Groups PartnerView Survey Promotional Websites (e.g., itsredagain.com) Mission Review External Websites (e.g., StarbucksGossip.com) Partners Customer s Both Current communications Customer Comment Cards Starbucks.com Partner Portal In-Store Experience Before MSI: many touch points, no meaningful dialogue
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39. Initial Marketing Efforts and Results NY Times Homepage Dual Marquis The “bug” on Starbucks.com Starbucks Cardholder email blast and banner 99% of lifetime traffic is unpaid Banner Ads Launch Only (the only paid marketing) Email Blast Starbucks.com Bug on every page In-Store Signage from 3/20-5/12 Shareholder Meeting 6,000 mouse pads, interactive booth, part of the transformational agenda Headquarters Signage
40. Philosophy: How we think about engagement Today we’ll talk mostly about 1 and 2
41. Ideas In Action Process MSI is a way of doing business, Not a one-time event Idea Partners Gather Information Ideas are vetted Shared with Leads Leads help build Business case Presented to Executive Team for approval Blog post announcing decision
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47. Further Discussion Contact: Matthew Guiste Email: [email_address] Website: www.MyStarbucksIdea.com , Facebook, LinkedIn Twitter: twitter.com/MyStarbucksIdea Don’t be shy.