Dell Social Media Strategy
- 1. SOCIAL MEDIA STRATEGY DELL CONFIDENTIAL 1
- 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
- 3. THE WORLD THAT WAS… DELL CONFIDENTIAL 3
- 5. Richard’s World, Pre-Lionel Graphic thanks to Kathy Sierra at “Creating Passionate Users” DELL CONFIDENTIAL 5
- 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
- 8. Lionel said: “YOU CARE ABOUT SOCIAL MEDIA because….
- 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
- 10. THE CONNECTED EFFECT And RichardatDell thought: Networked , Direct Connections
- 11. THE DELL STRATEGY DELL CONFIDENTIAL 11
- 12. 4000 + CONVERSATIONS DAILY ROLL ON BY LISTEN, LEARN AND PARTICIPATE
- 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
- 15. Lesson 1: Plan, but go where conversations takes you 15
- 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
- 18. LESSON 4: ONLINE & OFFLINE INTERACT TOGETHER 18
- 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
- 26. Key Coordinates: www.dell.com/conversations www.direct2dell.com http://richardatDELL.blogspot.com del.icio.us [email protected] Lionel Menchaca Dell on SlideShare: www.slideshare.net/Dell_Inc Dell on Flickr: www.flickr.com/photos/dellphotos Dell on YouTube: www.youtube.com/dellvlog Dell & Twitter: Dell.com/Twitter Me on Twitter: @LionelatDell
Editor's Notes
- #14: 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.
- #16: So much for a soft launch