2. AN OVERVIEW
Traditional Communications Social Media
Mass media and Regions Customization and Global
Control and Push Message Conversation and Collaboration
Institutions (print, broadcast, People and Relationships
ad-buys)
80:20 media relations 20:80 media relations
Issues Management Rapid Response
Deadlines Real time
Just the Facts Facts and Feelings
Powerful Media (who matters) Powerful Networks
Target Audience Communities
Announce-All Answers Listen, Collaborate, Input, Act
6. …And the World Was
Good…
…Except for background rumblings 6
7. OUR WORLD IS
CHANGING
The online population will double in
4-5 years from 1bn to 2bn
– Fast growing and emerging markets are leading the way
– 120 MM people online in China…less than 10% of the
population
Media
Transformation
– Customer communication can
start from anywhere today
– Single blog posts can have as Content is
much power as major news
stories exploding
– Citizens are now – More content on YouTube
publishers and in 2006 than on the web in
content providers 2000
9. DELL’S DIRECT MODEL,
ONLINE HERITAGE, CEO
said:
2 billion conversations/day
“With respect to 2005 and 2006, I don’t think there
was a single event but rather a series of events that
came together. The marketplace
changed, global markets expanded and
there was tremendous growth in the
blogosphere. What’s most important, in the
long run, is how we learn from any situation
and improve for our customers…”
Michael Dell Q & A with Shel Israel,
January 19, 2008
13. CHANGING HOW WE DEFINE
and ENGAGE
Resolve Tell Our Story
Dissatisfaction
Join Share Content &
Conversations Collect Ideas
14. Direct2Dell
OBJECTIVE:
Engage customers by
sharing information
that matters to them
RESULTS:
– Direct2Dell exists in 5 languages
– About 200K page views per month
– Almost 1,000 posts since July 2006
– Over 25,000 comments
– More than 100 contributors
16. LESSON 2: MULTI-PRONGED
STRATEGY: JOIN CONVERSATIONS
AND PARTICIPATE
Blog Response Direct2Dell Customer
support
StudioDell IdeaStorm Dell Tech
Center
Facebook EmployeeStorm Internal
(both Consumer Blogs
and SMB) Dell on Twitter
@DellOutlet, employ
Ratings & Reviews ees
Dell on Flickr Inside IT, Dell Tech Center,
and YouTube DellShares, Edu4u
Digital Nomads
17. LESSON 3: IT’S A BIG
WORLD OUT THERE
Content Syndication = go where the
conversations are happening
Dell Community
600,000 users per
quarter
Dell.com
Over 100 million
users per quarter
Total online population
= more than 1.5 billion
19. LESSON 5
NEW
75% TRUST CUSTOMERS
THEIR PEERS, FIND YOUR
NOT FANS!
ADVERTISING
1.45 BILLION PREFERENCE-
BASED
REASONS CONTACT
HUMANIZE TO ENGAGE
YOUR
COMPANY
PARTNERS
BECOME PART
OF YOUR
CUSTOMER’S YOUR
WORLD, KNOWLEDGE
NOT REVERSE
19
20. A LOOK AHEAD…
….ALTHOUGH
STRATEGY IS ONE THING,
BUT THERE’S NO
SUBSTITUTE FOR ACTION
DELL CONFIDENTIAL 20
21. HOW TO START?
Rule #1 about social media content: You do not own the
content you create… your customers do
In many cases, a blog is not the place to start; Sounds
cliché, but start by listening… then decide where/ how to
engage first
Producing content via the same social media tools
your customers use allows 3 things:
1) Makes your content sharable
2) Gets your content to customers where they are
3) Gives you a reason to connect with fans
22. SOCIAL WEB STARTING
TO EVOLVE How do we
We’re still in reach
the early customers in
stages of the different social
social web networks?
Shared ID options Dell on other sites
Forrester’s Five Eras of the Social Web
- Jeremiah Owyang
23. THE STUMBLING
BLOCKS COMMITTEES
RULES
A MILLION REASONS
OUR CURRENT
NOT TO ENGAGE GOOD IDEA,
MODEL WORKS DO IT NEXT
FINE, WHY YEAR
CHANGE?
WE DON’T WANT
WHAT’S OUR
NEGATIVITY
STRATEGY?
WE DON’T HAVE
THE
FEAR WHAT IF
EXPERIENCE
CUSTOMERS ASK
FOR SOMETHING
“WE’RE B2B” WE CAN’T
DELIVER?
23
24. THE POTENTIAL OF
SOCIAL MEDIA
From telling and selling Engagement
One-way messaging Conversation
Reliance on “others” Direct connections
Results
Better products and services meeting customer needs
Long-term, honest and authentic customer relationships
Provide value for customers
Activate vocal fans and employees
Competitive differentiation
Affinity, loyalty and trust
25. “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
Our overall strategy is to enter into relevant conversations with our customers wherever they are occurring 24/7 throughout the world in all languages. This guides our development of tools and services. Regarding customer dissatisfaction, 2,864 customer complaints have been handled by Tech Support/Customer Care out of 4,097 they deemed as resolvable for a 70% success rate. And, an additional, 350 from Direct2Dell, 200 from internal sources (PR, testimonial site, etc) and 450 from people finding our posts and emailing us have been handled. Regarding Direct2Dell, this is now as powerful as a wire service in delivering news about Dell to influencers online and offline. Important to note that we post everyday in other folks blogs, up to 100x per day, depending on the topic.
