Social Media presentation by Richard Binhammer and Lionel Menchaca from Dell at Social South Conference.

1. DELL CONFIDENTIAL 1 SOCIAL MEDIA STRATEGY Lionel Menchaca, Richard Binhammer Social South Birmingham, Alabama August 2009

2. AN OVERVIEW Social Media Traditional Communications Mass media and Regions Customization and Global Control and Push Message Conversation and Collaboration Institutions (print, broadcast, ad-buys) People and Relationships 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

3. The WORLD THAT WAS… DELL CONFIDENTIAL 3

4. Lionel’s World Pre-Direct2Dell

5. DELL CONFIDENTIAL 5 Richard’s World, Pre-Lionel Graphic thanks to Kathy Sierra at “Creating Passionate Users”

6. …And the World Was Good… 6 …Except for background rumblings

8. Single blog posts can have as much power as major news stories

10. 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

11. THE CONNECTED EFFECT Short Attention Span Media Overload Proactive Avoidance Aversion To Intrusion And RichardatDell thought: Networked , Direct Connections

12. THE DELL STRATEGY DELL CONFIDENTIAL 11

13. 4000 + CONVERSATIONS DAILY ROLL ON BY LISTEN, LEARN ANDPARTICIPATE

14. CHANGING HOW WE DEFINE and ENGAGE Tell Our Story Resolve Dissatisfaction Share Content & Collect Ideas Join Conversations

15. 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 1: Plan, but go where conversations takes you 15

17. LESSON 2: MULTI-PRONGED STRATEGY: JOIN CONVERSATIONS AND PARTICIPATE Customer support Blog Response Direct2Dell Dell Tech Center IdeaStorm StudioDell Facebook (both Consumer and SMB) Internal Blogs EmployeeStorm Dell on Twitter @DellOutlet, employees Ratings & Reviews Inside IT, Dell Tech Center, DellShares, Edu4u Digital Nomads Dell on Flickrand YouTube

18. 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 4: ONLINE & OFFLINE INTERACT TOGETHER 18

20. 19 LESSON 5 NEW CUSTOMERS 75% TRUST THEIR PEERS, NOT ADVERTISING FIND YOUR FANS! PREFERENCE- BASED CONTACT 1.45 BILLION REASONS TOENGAGE HUMANIZE YOUR COMPANY PARTNERS BECOME PART OF YOUR CUSTOMER’S WORLD, NOT REVERSE YOUR KNOWLEDGE

21. A LOOK AHEAD… ….althOUGHstrategy is one thing, but there’s no substitute for action DELL CONFIDENTIAL 20

23. SOCIAL WEB STARTING TO EVOLVE How do we reach customers in different social networks? We’re still in the early stages of the social web Shared ID options Dell on other sites Forrester’s Five Eras of the Social Web - Jeremiah Owyang

24. 23 THE STUMBLING BLOCKS COMMITTEES RULES A MILLION REASONS NOT TO ENGAGE GOOD IDEA, DO IT NEXT YEAR OUR CURRENT MODEL WORKS FINE, WHY CHANGE? WE DON’T WANT NEGATIVITY WHAT’S OUR STRATEGY? WE DON’T HAVE THE EXPERIENCE WHAT IF CUSTOMERS ASK FOR SOMETHING WE CAN’T DELIVER? FEAR “WE’RE B2B”

25. 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

26. “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

27. Key Coordinates: www.dell.com/conversations www.direct2dell.com http://richardatDELL.blogspot.com del.icio.us Richard_Binhammer@dell.com Lionel MenchacaDell on SlideShare: www.slideshare.net/Dell_IncDell on Flickr: www.flickr.com/photos/dellphotosDell on YouTube: www.youtube.com/dellvlogDell & Twitter: Dell.com/TwitterMe on Twitter: @LionelatDell