SlideShare une entreprise Scribd logo
1  sur  36
Télécharger pour lire hors ligne
Julien Ferla
Head of Digital - jferla@bgcom.ch
StarbucksThird brand on Facebook
25 millions Fans
Dell HellHow and Why Listen !
What others do
You love it or you hate it
you can discuss it
What others do
and someone
will answer you
What others do
What others do
My Starbucks idea
Crowdsourcing website
ww.mystarbucksidea.force.com
What others do
What others do
What others do
What others do
What about
Starbucks on Facebook ?
What others do
The ads turn around
customers, they hire them
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
What others do
The customer becomes
the ambassador of the brand
Extend
The Network
What others do
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."
What others do
What others do
What others do
Today they reduce bad comments from 58% to 20%.
How?
What others do
They listened and encouraged
people to express themselves
What others do
Opening in 2007 of
www.ideastorm.com
What others do
Based on the
Crowdsourcing concept
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!
What others do
Dell has received more than 170,000 customer ratings and
reviews on Dell.com across 62 countries.
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
They have blogs, a lot of
blogs = lots of contents
They have blogs, a lot of
blogs = lots of contents
They tweet = they’ve
generated $6.5 million
since 2008 in revenue from
their Twitter presence.
Facebook pages:
Dell for Business
Dell for Social Media
Dell for Gamers
Dell Outlet
etc...
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.
What others do
For Dell B2B does not exist anymore
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.
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.

Contenu connexe

Tendances

How to be a high performing distributed agile team - brazil dec 2018
How to be a high performing distributed agile team - brazil dec 2018How to be a high performing distributed agile team - brazil dec 2018
How to be a high performing distributed agile team - brazil dec 2018Lisette Sutherland
 
The Power of Enterprise Social and Gamification to Boost User Adoption
The Power of Enterprise Social and Gamification to Boost User AdoptionThe Power of Enterprise Social and Gamification to Boost User Adoption
The Power of Enterprise Social and Gamification to Boost User AdoptionChristian Buckley
 
Fip lezing Istanbul deel 3
Fip lezing Istanbul deel 3Fip lezing Istanbul deel 3
Fip lezing Istanbul deel 3Sjef Kerkhofs
 
The Power of Social Media: An Opportunity to Build Better Businesses
The Power of Social Media: An Opportunity to Build Better BusinessesThe Power of Social Media: An Opportunity to Build Better Businesses
The Power of Social Media: An Opportunity to Build Better BusinessesAllisonDew
 
The Core Model: Getting to business while making friends
The Core Model: Getting to business while making friendsThe Core Model: Getting to business while making friends
The Core Model: Getting to business while making friendsAudun Rundberg
 
The Rise of the Digital Workplace Champion -- #ARMA2019 Keynote
The Rise of the Digital Workplace Champion -- #ARMA2019 KeynoteThe Rise of the Digital Workplace Champion -- #ARMA2019 Keynote
The Rise of the Digital Workplace Champion -- #ARMA2019 KeynoteChristian Buckley
 
The Core Model: Getting to business while making friends
The Core Model: Getting to business while making friendsThe Core Model: Getting to business while making friends
The Core Model: Getting to business while making friendsAudun Rundberg
 
A banks nightmare competitor is Google
A banks nightmare competitor is GoogleA banks nightmare competitor is Google
A banks nightmare competitor is GooglePaul Brink
 
No single vendor can own the future of work
No single vendor can own the future of workNo single vendor can own the future of work
No single vendor can own the future of workLetsConnect
 
Evntr Pitch Deck Design
Evntr Pitch Deck DesignEvntr Pitch Deck Design
Evntr Pitch Deck DesignTara Urso
 
Knowledge work is broken - can social fix it?
Knowledge work is broken - can social fix it?Knowledge work is broken - can social fix it?
Knowledge work is broken - can social fix it?Oscar Berg
 
User Experience Design For Non Designers
User Experience Design For Non DesignersUser Experience Design For Non Designers
User Experience Design For Non DesignersAmanda W
 
Tomorrow's workplace jboye 2017
Tomorrow's workplace jboye 2017Tomorrow's workplace jboye 2017
Tomorrow's workplace jboye 2017Jonathan Phillips
 
Pair writing: better content, more customer-focused
Pair writing: better content, more customer-focusedPair writing: better content, more customer-focused
Pair writing: better content, more customer-focusedAudun Rundberg
 
University of Zurich Ready to share knowledge (students welcome) with IBM Con...
University of Zurich Ready to share knowledge (students welcome) with IBM Con...University of Zurich Ready to share knowledge (students welcome) with IBM Con...
University of Zurich Ready to share knowledge (students welcome) with IBM Con...Roberto Mazzoni
 
Fight them or join them? Surviving and thriving with IBM Collaboration in an ...
Fight them or join them? Surviving and thriving with IBM Collaboration in an ...Fight them or join them? Surviving and thriving with IBM Collaboration in an ...
Fight them or join them? Surviving and thriving with IBM Collaboration in an ...LetsConnect
 
The Great Promise
The Great PromiseThe Great Promise
The Great PromiseOscar Berg
 
The Infrastructure For Innovation
The Infrastructure For Innovation The Infrastructure For Innovation
The Infrastructure For Innovation Oscar Berg
 

Tendances (20)

How to be a high performing distributed agile team - brazil dec 2018
How to be a high performing distributed agile team - brazil dec 2018How to be a high performing distributed agile team - brazil dec 2018
How to be a high performing distributed agile team - brazil dec 2018
 
The Power of Enterprise Social and Gamification to Boost User Adoption
The Power of Enterprise Social and Gamification to Boost User AdoptionThe Power of Enterprise Social and Gamification to Boost User Adoption
The Power of Enterprise Social and Gamification to Boost User Adoption
 
Fip lezing Istanbul deel 3
Fip lezing Istanbul deel 3Fip lezing Istanbul deel 3
Fip lezing Istanbul deel 3
 
The Power of Social Media: An Opportunity to Build Better Businesses
The Power of Social Media: An Opportunity to Build Better BusinessesThe Power of Social Media: An Opportunity to Build Better Businesses
The Power of Social Media: An Opportunity to Build Better Businesses
 
The Core Model: Getting to business while making friends
The Core Model: Getting to business while making friendsThe Core Model: Getting to business while making friends
The Core Model: Getting to business while making friends
 
The Rise of the Digital Workplace Champion -- #ARMA2019 Keynote
The Rise of the Digital Workplace Champion -- #ARMA2019 KeynoteThe Rise of the Digital Workplace Champion -- #ARMA2019 Keynote
The Rise of the Digital Workplace Champion -- #ARMA2019 Keynote
 
The Core Model: Getting to business while making friends
The Core Model: Getting to business while making friendsThe Core Model: Getting to business while making friends
The Core Model: Getting to business while making friends
 
A banks nightmare competitor is Google
A banks nightmare competitor is GoogleA banks nightmare competitor is Google
A banks nightmare competitor is Google
 
No single vendor can own the future of work
No single vendor can own the future of workNo single vendor can own the future of work
No single vendor can own the future of work
 
Evntr Pitch Deck Design
Evntr Pitch Deck DesignEvntr Pitch Deck Design
Evntr Pitch Deck Design
 
Knowledge work is broken - can social fix it?
Knowledge work is broken - can social fix it?Knowledge work is broken - can social fix it?
Knowledge work is broken - can social fix it?
 
User Experience Design For Non Designers
User Experience Design For Non DesignersUser Experience Design For Non Designers
User Experience Design For Non Designers
 
Tomorrow's workplace jboye 2017
Tomorrow's workplace jboye 2017Tomorrow's workplace jboye 2017
Tomorrow's workplace jboye 2017
 
Pair writing: better content, more customer-focused
Pair writing: better content, more customer-focusedPair writing: better content, more customer-focused
Pair writing: better content, more customer-focused
 
University of Zurich Ready to share knowledge (students welcome) with IBM Con...
University of Zurich Ready to share knowledge (students welcome) with IBM Con...University of Zurich Ready to share knowledge (students welcome) with IBM Con...
University of Zurich Ready to share knowledge (students welcome) with IBM Con...
 
Fight them or join them? Surviving and thriving with IBM Collaboration in an ...
Fight them or join them? Surviving and thriving with IBM Collaboration in an ...Fight them or join them? Surviving and thriving with IBM Collaboration in an ...
Fight them or join them? Surviving and thriving with IBM Collaboration in an ...
 
Understanding Web Design - Jeffrey Zeldman
Understanding Web Design - Jeffrey ZeldmanUnderstanding Web Design - Jeffrey Zeldman
Understanding Web Design - Jeffrey Zeldman
 
How to Create & Maintain The Paperless Law Office
How to Create & Maintain The Paperless Law OfficeHow to Create & Maintain The Paperless Law Office
How to Create & Maintain The Paperless Law Office
 
The Great Promise
The Great PromiseThe Great Promise
The Great Promise
 
The Infrastructure For Innovation
The Infrastructure For Innovation The Infrastructure For Innovation
The Infrastructure For Innovation
 

Similaire à Starbuck, Dell hell - Why and How Listen - 2012

Using Community Initiatives to Drive Brand Results
Using Community Initiatives to Drive Brand ResultsUsing Community Initiatives to Drive Brand Results
Using Community Initiatives to Drive Brand ResultsDylan Thomas
 
Dell Social Media Strategy
Dell Social Media StrategyDell Social Media Strategy
Dell Social Media Strategyrgainor
 
Dell Hell – A Social Media Learning
Dell Hell – A Social Media LearningDell Hell – A Social Media Learning
Dell Hell – A Social Media Learningadverteaze.com
 
How 'You' are changing the marketing paradigm!
How 'You' are changing the marketing paradigm!How 'You' are changing the marketing paradigm!
How 'You' are changing the marketing paradigm!Saurabh Pandey
 
Nine Observations, Barcelona, November 2008
Nine Observations, Barcelona, November 2008Nine Observations, Barcelona, November 2008
Nine Observations, Barcelona, November 2008Kerry Bridge
 
E.Forst Presentation
E.Forst PresentationE.Forst Presentation
E.Forst PresentationAndy Reynolds
 
Social media monitoring - from diy to mission control
Social media monitoring - from diy to mission controlSocial media monitoring - from diy to mission control
Social media monitoring - from diy to mission controlDavid Terrar
 
in-cosmetics 2014 hamburg
in-cosmetics 2014 hamburgin-cosmetics 2014 hamburg
in-cosmetics 2014 hamburgRichard Stacy
 
Albion's New Model Agency presentation
Albion's New Model Agency presentationAlbion's New Model Agency presentation
Albion's New Model Agency presentationGlyn Britton
 
Final digital space & strategy ppt april 2010
Final digital space & strategy ppt april 2010Final digital space & strategy ppt april 2010
Final digital space & strategy ppt april 2010Jimit Shah
 
Building a Social Business: It all Starts with Listening
Building a Social Business: It all Starts with ListeningBuilding a Social Business: It all Starts with Listening
Building a Social Business: It all Starts with ListeningDell Social Media
 
Social Media For Small Businesses
Social Media For Small BusinessesSocial Media For Small Businesses
Social Media For Small BusinessesCatherine Tryon
 
Binghamton Public
Binghamton PublicBinghamton Public
Binghamton PublicMatt Hames
 
Social media case studies
Social media case studiesSocial media case studies
Social media case studiesJaimi Beckerman
 
Social Media Strategy
Social Media StrategySocial Media Strategy
Social Media StrategySocial South
 
iMedia Brand Summit 2010 - Digital Marketing Innovations from Dell
iMedia Brand Summit 2010 - Digital Marketing Innovations from DelliMedia Brand Summit 2010 - Digital Marketing Innovations from Dell
iMedia Brand Summit 2010 - Digital Marketing Innovations from DellMartusia11
 
Dell - Marta Obrebska - Online Business Manager, CSMB
Dell - Marta Obrebska - Online Business Manager, CSMBDell - Marta Obrebska - Online Business Manager, CSMB
Dell - Marta Obrebska - Online Business Manager, CSMBiMedia UK
 
A Practical Guide To Marketing & Making Money Through Social Media: Dell Case...
A Practical Guide To Marketing & Making Money Through Social Media: Dell Case...A Practical Guide To Marketing & Making Money Through Social Media: Dell Case...
A Practical Guide To Marketing & Making Money Through Social Media: Dell Case...Damien Cummings
 

Similaire à Starbuck, Dell hell - Why and How Listen - 2012 (20)

Using Community Initiatives to Drive Brand Results
Using Community Initiatives to Drive Brand ResultsUsing Community Initiatives to Drive Brand Results
Using Community Initiatives to Drive Brand Results
 
Dell Social Media Strategy
Dell Social Media StrategyDell Social Media Strategy
Dell Social Media Strategy
 
Dell Hell – A Social Media Learning
Dell Hell – A Social Media LearningDell Hell – A Social Media Learning
Dell Hell – A Social Media Learning
 
How 'You' are changing the marketing paradigm!
How 'You' are changing the marketing paradigm!How 'You' are changing the marketing paradigm!
How 'You' are changing the marketing paradigm!
 
Nine Observations, Barcelona, November 2008
Nine Observations, Barcelona, November 2008Nine Observations, Barcelona, November 2008
Nine Observations, Barcelona, November 2008
 
Visible Technologies
Visible TechnologiesVisible Technologies
Visible Technologies
 
E.Forst Presentation
E.Forst PresentationE.Forst Presentation
E.Forst Presentation
 
Social media monitoring - from diy to mission control
Social media monitoring - from diy to mission controlSocial media monitoring - from diy to mission control
Social media monitoring - from diy to mission control
 
in-cosmetics 2014 hamburg
in-cosmetics 2014 hamburgin-cosmetics 2014 hamburg
in-cosmetics 2014 hamburg
 
Albion's New Model Agency presentation
Albion's New Model Agency presentationAlbion's New Model Agency presentation
Albion's New Model Agency presentation
 
Final digital space & strategy ppt april 2010
Final digital space & strategy ppt april 2010Final digital space & strategy ppt april 2010
Final digital space & strategy ppt april 2010
 
Building a Social Business: It all Starts with Listening
Building a Social Business: It all Starts with ListeningBuilding a Social Business: It all Starts with Listening
Building a Social Business: It all Starts with Listening
 
Social Media For Small Businesses
Social Media For Small BusinessesSocial Media For Small Businesses
Social Media For Small Businesses
 
Binghamton Public
Binghamton PublicBinghamton Public
Binghamton Public
 
Social media case studies
Social media case studiesSocial media case studies
Social media case studies
 
What People Talk About You Online
What People Talk About You OnlineWhat People Talk About You Online
What People Talk About You Online
 
Social Media Strategy
Social Media StrategySocial Media Strategy
Social Media Strategy
 
iMedia Brand Summit 2010 - Digital Marketing Innovations from Dell
iMedia Brand Summit 2010 - Digital Marketing Innovations from DelliMedia Brand Summit 2010 - Digital Marketing Innovations from Dell
iMedia Brand Summit 2010 - Digital Marketing Innovations from Dell
 
Dell - Marta Obrebska - Online Business Manager, CSMB
Dell - Marta Obrebska - Online Business Manager, CSMBDell - Marta Obrebska - Online Business Manager, CSMB
Dell - Marta Obrebska - Online Business Manager, CSMB
 
A Practical Guide To Marketing & Making Money Through Social Media: Dell Case...
A Practical Guide To Marketing & Making Money Through Social Media: Dell Case...A Practical Guide To Marketing & Making Money Through Social Media: Dell Case...
A Practical Guide To Marketing & Making Money Through Social Media: Dell Case...
 

Plus de Julien Ferla

Certificat de travail b+g
Certificat de travail   b+gCertificat de travail   b+g
Certificat de travail b+gJulien Ferla
 
World wide what ? - 2013
World wide what ? - 2013 World wide what ? - 2013
World wide what ? - 2013 Julien Ferla
 
ONG and crowdfunding case - 2012
ONG and crowdfunding case - 2012ONG and crowdfunding case - 2012
ONG and crowdfunding case - 2012Julien Ferla
 
Julien ferla profil insights - Discovery
Julien ferla   profil insights - DiscoveryJulien ferla   profil insights - Discovery
Julien ferla profil insights - DiscoveryJulien Ferla
 
Le digital dans le marketing aujourd'hui
Le digital dans le marketing aujourd'huiLe digital dans le marketing aujourd'hui
Le digital dans le marketing aujourd'huiJulien Ferla
 
Designers et developers a love story
Designers et developers a love storyDesigners et developers a love story
Designers et developers a love storyJulien Ferla
 

Plus de Julien Ferla (7)

We Are Dgtl.it
We Are Dgtl.itWe Are Dgtl.it
We Are Dgtl.it
 
Certificat de travail b+g
Certificat de travail   b+gCertificat de travail   b+g
Certificat de travail b+g
 
World wide what ? - 2013
World wide what ? - 2013 World wide what ? - 2013
World wide what ? - 2013
 
ONG and crowdfunding case - 2012
ONG and crowdfunding case - 2012ONG and crowdfunding case - 2012
ONG and crowdfunding case - 2012
 
Julien ferla profil insights - Discovery
Julien ferla   profil insights - DiscoveryJulien ferla   profil insights - Discovery
Julien ferla profil insights - Discovery
 
Le digital dans le marketing aujourd'hui
Le digital dans le marketing aujourd'huiLe digital dans le marketing aujourd'hui
Le digital dans le marketing aujourd'hui
 
Designers et developers a love story
Designers et developers a love storyDesigners et developers a love story
Designers et developers a love story
 

Dernier

Welcome to the Future: New Digital Marketing Trends Shaking Up 2024
Welcome to the Future: New Digital Marketing Trends Shaking Up 2024Welcome to the Future: New Digital Marketing Trends Shaking Up 2024
Welcome to the Future: New Digital Marketing Trends Shaking Up 2024rabboniseo
 
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...Associazione Digital Days
 
Social Media Marketing Lecture for Advanced Digital & Social Media Strategy a...
Social Media Marketing Lecture for Advanced Digital & Social Media Strategy a...Social Media Marketing Lecture for Advanced Digital & Social Media Strategy a...
Social Media Marketing Lecture for Advanced Digital & Social Media Strategy a...Valters Lauzums
 
AMAZON Copywriting Portfolio by Cielo Evangelista
AMAZON Copywriting Portfolio by Cielo EvangelistaAMAZON Copywriting Portfolio by Cielo Evangelista
AMAZON Copywriting Portfolio by Cielo Evangelistacrevangelista
 
leveraging digital excellence with digital upward.pptx
leveraging digital excellence with digital upward.pptxleveraging digital excellence with digital upward.pptx
leveraging digital excellence with digital upward.pptxDigital Upward
 
Content Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing FunnelContent Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing FunnelSearch Engine Journal
 
Catálogo HYD 2024 gama completa Hydrapak
Catálogo HYD 2024 gama completa HydrapakCatálogo HYD 2024 gama completa Hydrapak
Catálogo HYD 2024 gama completa HydrapakEsteller
 
20 Top Social Media Tips for Peer Specialists
20 Top Social Media Tips for Peer Specialists20 Top Social Media Tips for Peer Specialists
20 Top Social Media Tips for Peer Specialistsmlicam615
 
Master the art of Social Selling to increase sales by fostering relationships...
Master the art of Social Selling to increase sales by fostering relationships...Master the art of Social Selling to increase sales by fostering relationships...
Master the art of Social Selling to increase sales by fostering relationships...VereigenMedia1
 
2024 WTF - what's working in mobile user acquisition
2024 WTF - what's working in mobile user acquisition2024 WTF - what's working in mobile user acquisition
2024 WTF - what's working in mobile user acquisitionJohn Koetsier
 
Krisantec Digital Marketing Services.pdf
Krisantec Digital Marketing Services.pdfKrisantec Digital Marketing Services.pdf
Krisantec Digital Marketing Services.pdfkrisantecsolutions
 
Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...
Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...
Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...Nugget Global
 
The Fall of Social Media Marketing :- Global brand magazine
The Fall of Social Media Marketing :- Global brand magazineThe Fall of Social Media Marketing :- Global brand magazine
The Fall of Social Media Marketing :- Global brand magazineglobalbrandmagazines1
 
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...Associazione Digital Days
 
Fritschi Collection 2022/23 EN gama completa
Fritschi Collection 2022/23 EN gama completaFritschi Collection 2022/23 EN gama completa
Fritschi Collection 2022/23 EN gama completaEsteller
 
Gen Z and Millennial Debit Card Use Survey.pdf
Gen Z and Millennial Debit Card Use Survey.pdfGen Z and Millennial Debit Card Use Survey.pdf
Gen Z and Millennial Debit Card Use Survey.pdfMedia Logic
 
The Ultimate Guide to Financial Advertising Strategies.pdf
The Ultimate Guide to Financial Advertising Strategies.pdfThe Ultimate Guide to Financial Advertising Strategies.pdf
The Ultimate Guide to Financial Advertising Strategies.pdfFinance Advertising Network
 
Professional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptxProfessional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptxSahil Srivastava
 
BLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational Gazzett
BLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational GazzettBLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational Gazzett
BLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational GazzettBalmerLawrie
 
Digital Marketing complete introduction.
Digital Marketing complete introduction.Digital Marketing complete introduction.
Digital Marketing complete introduction.Kashish Bindra
 

Dernier (20)

Welcome to the Future: New Digital Marketing Trends Shaking Up 2024
Welcome to the Future: New Digital Marketing Trends Shaking Up 2024Welcome to the Future: New Digital Marketing Trends Shaking Up 2024
Welcome to the Future: New Digital Marketing Trends Shaking Up 2024
 
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...
 
Social Media Marketing Lecture for Advanced Digital & Social Media Strategy a...
Social Media Marketing Lecture for Advanced Digital & Social Media Strategy a...Social Media Marketing Lecture for Advanced Digital & Social Media Strategy a...
Social Media Marketing Lecture for Advanced Digital & Social Media Strategy a...
 
AMAZON Copywriting Portfolio by Cielo Evangelista
AMAZON Copywriting Portfolio by Cielo EvangelistaAMAZON Copywriting Portfolio by Cielo Evangelista
AMAZON Copywriting Portfolio by Cielo Evangelista
 
leveraging digital excellence with digital upward.pptx
leveraging digital excellence with digital upward.pptxleveraging digital excellence with digital upward.pptx
leveraging digital excellence with digital upward.pptx
 
Content Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing FunnelContent Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing Funnel
 
Catálogo HYD 2024 gama completa Hydrapak
Catálogo HYD 2024 gama completa HydrapakCatálogo HYD 2024 gama completa Hydrapak
Catálogo HYD 2024 gama completa Hydrapak
 
20 Top Social Media Tips for Peer Specialists
20 Top Social Media Tips for Peer Specialists20 Top Social Media Tips for Peer Specialists
20 Top Social Media Tips for Peer Specialists
 
Master the art of Social Selling to increase sales by fostering relationships...
Master the art of Social Selling to increase sales by fostering relationships...Master the art of Social Selling to increase sales by fostering relationships...
Master the art of Social Selling to increase sales by fostering relationships...
 
2024 WTF - what's working in mobile user acquisition
2024 WTF - what's working in mobile user acquisition2024 WTF - what's working in mobile user acquisition
2024 WTF - what's working in mobile user acquisition
 
Krisantec Digital Marketing Services.pdf
Krisantec Digital Marketing Services.pdfKrisantec Digital Marketing Services.pdf
Krisantec Digital Marketing Services.pdf
 
Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...
Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...
Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...
 
The Fall of Social Media Marketing :- Global brand magazine
The Fall of Social Media Marketing :- Global brand magazineThe Fall of Social Media Marketing :- Global brand magazine
The Fall of Social Media Marketing :- Global brand magazine
 
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...
 
Fritschi Collection 2022/23 EN gama completa
Fritschi Collection 2022/23 EN gama completaFritschi Collection 2022/23 EN gama completa
Fritschi Collection 2022/23 EN gama completa
 
Gen Z and Millennial Debit Card Use Survey.pdf
Gen Z and Millennial Debit Card Use Survey.pdfGen Z and Millennial Debit Card Use Survey.pdf
Gen Z and Millennial Debit Card Use Survey.pdf
 
The Ultimate Guide to Financial Advertising Strategies.pdf
The Ultimate Guide to Financial Advertising Strategies.pdfThe Ultimate Guide to Financial Advertising Strategies.pdf
The Ultimate Guide to Financial Advertising Strategies.pdf
 
Professional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptxProfessional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptx
 
BLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational Gazzett
BLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational GazzettBLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational Gazzett
BLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational Gazzett
 
Digital Marketing complete introduction.
Digital Marketing complete introduction.Digital Marketing complete introduction.
Digital Marketing complete introduction.
 

Starbuck, Dell hell - Why and How Listen - 2012

  • 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
  • 5. What others do My Starbucks idea Crowdsourcing website ww.mystarbucksidea.force.com
  • 9. What others do What about Starbucks on Facebook ?
  • 11.
  • 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
  • 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."
  • 20.
  • 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
  • 28.
  • 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.