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Starbuck, Dell hell - Why and How Listen - 2012

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Starbuck, Dell hell - Why and How Listen - 2012

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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

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

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Starbuck, Dell hell - Why and How Listen - 2012

  1. 1. Julien Ferla Head of Digital - jferla@bgcom.ch StarbucksThird brand on Facebook 25 millions Fans Dell HellHow and Why Listen !
  2. 2. What others do You love it or you hate it you can discuss it
  3. 3. What others do and someone will answer you
  4. 4. What others do
  5. 5. What others do My Starbucks idea Crowdsourcing website ww.mystarbucksidea.force.com
  6. 6. What others do
  7. 7. What others do
  8. 8. What others do
  9. 9. What others do What about Starbucks on Facebook ?
  10. 10. What others do
  11. 11. The ads turn around customers, they hire them
  12. 12. 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
  13. 13. What others do The customer becomes the ambassador of the brand
  14. 14. Extend The Network
  15. 15. What others do
  16. 16. 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."
  17. 17. What others do
  18. 18. What others do
  19. 19. What others do Today they reduce bad comments from 58% to 20%. How?
  20. 20. What others do They listened and encouraged people to express themselves
  21. 21. What others do Opening in 2007 of www.ideastorm.com
  22. 22. What others do Based on the Crowdsourcing concept
  23. 23. 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!
  24. 24. What others do Dell has received more than 170,000 customer ratings and reviews on Dell.com across 62 countries.
  25. 25. 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
  26. 26. They have blogs, a lot of blogs = lots of contents
  27. 27. They have blogs, a lot of blogs = lots of contents
  28. 28. They tweet = they’ve generated $6.5 million since 2008 in revenue from their Twitter presence.
  29. 29. Facebook pages: Dell for Business Dell for Social Media Dell for Gamers Dell Outlet etc...
  30. 30. 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.
  31. 31. What others do For Dell B2B does not exist anymore
  32. 32. 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.
  33. 33. 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.

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