BlogWell is the only conference where social media executives from large companies come together to share their case studies, offer practical how-to advice, and answer your questions. To learn more about BlogWell, visit http://gaspedal.com/blogwell In the BlogWell San Francisco case study presentation, "Blending Community and E-Commerce," Digital Media Manager Lionel Menchaca describes some of the challenges involved with building blogs and community sites that are independent of a main corporate website, and how Dell is starting to deal with them. Measuring ROI, managing teams, legal issues, B-to-B, working with agencies and creating great content are central themes at BlogWell. This event is the best opportunity available for anyone looking to get started or improve their corporate social media efforts. Learn more at http://gaspedal.com/blogwell

1. How Big Companies Use Social Media
San Francisco | June 23, 2009
Lionel Menchaca
Dell
“Blending Community and E-Commerce”

2. BLENDING COMMUNITY &
E-COMMERCE
Lionel Menchaca
Chief Blogger, Dell Inc.
Blogwell – San Francisco
June 23, 2009

3. 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

4. CONTENT SYNDICATION
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

5. 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

6. CHANGE STARTS WITH CONTENT
 All content you produce needs to be flexible
and modular (shareable, embeddable, syndicatible)
 How to Modularize Content?
1. Tags
2. Widgets
3. RSS Feeds
 Where to use modular content:
1. Populate specific areas on destination sites like
Direct2Dell.com and IdeaStorm.com
2. Use modular content to populate topic-based Activity
Streams

7. HOW THE FUTURE LOOKS
Relevant content fed into Activity Streams like
Linux, Gaming, Environment, Dell Mini Club, etc.
Comment
Forum
into
Thread
stream
Flickr
images/
Twitterstream
YouTube
videos
Blog posts Delicious
Real-time
Ideas Activity Podcasts
Stream
Content from Dell + the community being pulled in and
syndicated through tags, aggregated via RSS

8. Thank You
Lionel Menchaca
www.direct2dell.com
Twitter: @LionelatDell
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9. How Big Companies Use Social Media
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