Dell is harvesting insights from social media conversations to better understand customers, markets, and competitors. Dell listens to over 25,000 social media posts per day in 11 languages using various tools to derive insights. Dell analyzes both structured and unstructured social data using Dell Software tools to go beyond sentiment analysis and quantify customer advocacy. Dell is developing new methods of customer research by analyzing online conversations without direct customer outreach. Dell's social media listening has provided successes such as identifying new product search terms and addressing customer issues earlier.

1. Harvesting insights from
the social web at Dell
George Sadler
Director – BI, Analytics, and Integration Solutions
George_Sadler@Dell.com

2. Conversations
are happening…
…whether you
are listening
or not
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3. Some “Predictions” Regarding
Market Intelligence of Tomorrow
1. Market Intelligence is quickly coming under the same
Transformational pressure that is sweeping through
IT marketing organizations.
2. The New Buyer is the catalyst and will create a more demanding
New Client for Market Intelligence teams.
3. Weekly or Daily intelligence demands will add to your Quarterly or
Monthly demands.
4. The best Marketing organizations will integrate their MI assets into a
single apparatus:
today’s “traditional” MI with tomorrow’s Social Marketing Intelligence.
5. Disintermediation…MI organizations who do not seize this opportunity
risk being bypassed by their internal clients.
Copyright 2012 IDC Used with permission from IDC – Rich Vancil, Group Vice President – Executive Advisory Strategies 3

4. How Mature is YOUR Social Marketing
Intelligence ? (IDC’s 2012 Social Marketing Maturity Model)
Optimizing
HIGH
Formal People
Formal Listening  Knowledge sharing culture
Communicating
 Distributed, Centers of
First Listen…. …then Communicate Excellence org structure
 Continued investment in
Developing  Intelligence is gathered  Communication via
training and staff
from listening with planned campaigns
socialytics (social data strengthened by listening Process
analytics applications)  Socialytics embedded to
People
Market Impact
Experimenting support executive decisions
 Enthusiasts evolve into People  Social marketing is
evangelists embedded in mktg/sales
 Investment in Social Marketing staff
 Collaboration difficult strategies
People  Investment in training
Process Technology
 Enthusiasts emerge  Greater movement towards widespread use
 Pockets of strategy  Predictive analytics in use
 No formal Social Process
Marketing staff  Little or no formal  Continued investment in
 Corporate level executive sponsorship
processes tools
Process  Policies and guidelines are in place
Technology Impact
 No strategy
Technology  Social Marketing increases
 No policies/guidelines  Small budgets
 IT is engaged awareness, provides value
 No executive sponsorship  Some automation tools
 Investment in socialytics (creating loyalty), and
Technology  Rarely supported by IT drives leads
Impact
 No formal investment Impact  Message amplification
 Inbound Social Marketing offers intelligence on markets,
Impact  Initial successes help  Social Marketing ROI is
prospects, and customers; and assists in product
drive adoption within reach
LOW
 Low impact development
 Outbound communications elevate awareness, have
increased impact, and begin to influence buyers
LOW Social Marketing Maturity HIGH
Copyright 2012 IDC Used with permission from IDC – Rich Vancil, Group Vice President – Executive Advisory Strategies 4

5. Leading social listening at Dell
• Currently Global Business Manager for Dell Software’s
BI, Analytics, and Integration solutions
• Previously Chief Listening Officer (CLO) and
Director of Social Media and Customer Insights
• 20+ years in intelligence, customer research, and
large-scale data analytics spanning national defense,
law enforcement, manufacturing, and technology
George Sadler industries.
Dir – BI, Analytics and Integration
Dell Software Group (DSG)
Email: George_Sadler@Dell.com • CLO mission:
– Own Dell’s global social listening strategy
– Manage Dell’s Global Insight Group
– Develop innovative methods to derive customer,
competitive, and market insights from social media
– Combine Social insights with other traditional
research methods to build a more holistic view of
customers and markets
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6. Listening is a full-time
commitment at Dell
Listen, Learn, Engage & Act
6 years ago: 4000 posts per day (English)
Today: 25,000 posts per day (English)
- Listening in 11 languages 24/7 -
6

7. Listening is applicable to all of our business
Market/Industry
Insights
• Macroeconomics
• Market prediction
• Evaluation of
companies
Competitors Customers
• Brand affinity • Segment current
• Strengths and customers
Weaknesses of • Acquire new
competitors customers
• New products or • Improve customer
services Products service
• Competitor trends • Product
improvement
• Product
development
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8. Tools we use…currently
Listening, Publishing,
Engaging, and Analytics
Dell Software – our
analytic foundation Crimson Hexagon
Sprinklr
Kitenga Vitrue Radian 6
analytics and visualization Appinions
Brandwatch
Toad BI Suite Standard BI tools
Self-serve BI (Excel, SQL, SAS)
SNA NodeXL
Quantifying Advocacy
Visible
Data Processing
Data Providers Clarabridge
Kred Whit.li
DataSift
FlipTop
Experian
LexisNexis
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9. Analytic foundation built on Dell Software
• Enabling self-service BI and analytical collaboration
• Leveraging both structured and unstructured content for discovery, analysis and visualization
• Going beyond sentiment to quantify advocacy in ways meaningful to Dell’s business
Kitenga Analytics Social Net Advocacy (SNA)
Toad BI Suite
9

10. Creating new tools for measuring marketing
impact and driving business outcomes
• Using advanced statistical models to measure the impact of our business decisions on our brand
• Working with academia to extend these models to new Dell use cases (e.g. NPS)
• Identifying actionable intelligence on customer purchase intent
Brand Health Model Lead Scoring
Revenue ($M)
Site visits
Week
Dell Patent Pending
10

11. Developing new methods to conduct
customer research
• Answering questions without asking them and segmenting the responses in ways meaningful to us
• Listening to special communities (medium businesses, manufacturing, Fast Forwards)
• Developing comparable methodologies to traditional customer research approaches
Segmenting customer conversations in social… …to do unaided research
11

12. Customer insights without social
is only half the picture
How is social listening integrated with market,
competitive and customer research at Dell
Traditional research only
gives you half the picture and Listening to segmented “communities
social alone isn’t enough of interest” for insights, leads, and
influencers
Passive segmentation of social
signals for ethnographic and
unaided customer research
Quantifying social signals to
improve brand health
statistical models
Benchmarking social research against
more traditional methods
12

13. Some of our first-year successes…
 Identified 27 new product search terms based on how customers talk about products
– Increased SEM impressions by 27%
 Product use issues identified and addressed in social media earlier than other
feedback channels
 Embedding social media sentiment analysis into our business management system
 Listening to Win8 conversations to influence our product naming, launch and
GTM strategy (English, German, French, Spanish, and Chinese)
 Value of a Facebook fan is…pick one!
 Direct / indirect attribution
 Econometric models
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 Simple DM comparison

14. What are we doing today?
Segmenting and understanding our fans
• Combining self-report and unprompted behavioral data
• Passive segmentation via psychographic profiling
Listening to special groups
• Filter voices to align with Dell segmentation models
• Combining insights with CRM analysis
Enhancing market research with social insights
• Using social media for root cause analysis
• Allows business analysts to better predict the future
Monitoring CE and the competition
• Aligning social insights with NPS methodologies
• Looking for emerging technology, plans, and actions
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15. What is a social profile?
An aggregated summary of a customer’s or potential
customer’s social activity on social networks, both inside
and outside of your company.
TechCenter
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16. Thank you