Dell's Journey into Social Media by Knox 10 31-13
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Learn about how Dell got started in social media and how Dell has embedded social media into the fabric of the company
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Dell's Journey into Social Media by Knox 10 31-13
- 1. The Power of Social Media: proof in the journey October 2013
- 2. 7 years ago: 4000 posts per day Today: 25,000 posts per day (in English alone) 2 Confidential 11/17/2013 Social Media Services Group
- 3. About your presenter • Highest ranked Social Media SME at Dell • Social Media Nerd, Process Engineer, Product Development, Management Consultant • Passionate about using social media to create connections… – for companies and their customers, – for personal brand, and – to make a difference in the world (charities) • Digital Footprints and Passions 3 Confidential 11/17/2013 – @knoxkeith (twitter) Social Media Services Group
- 4. Starting down a new road, in a vehicle, yet to be proven 4 Even today, the infrastructu re is evolving Social Media Services Group
- 5. Our Customers Are Talking About Dell • Our customers are talking about Dell. – 25K conversations daily about Dell 5 Confidential “Engaging in honest, direct conversations with customers and stakeholders is a part of who we are, who we’ve always been. The social web amplifies our opportunity to listen and learn and invest ourselves in two-way dialogue, enabling us to become a better company with more to offer the people who depend on us.” Social Media Services Group -Michael Dell
- 6. Our Customers Want Us Engaged • 93% of social media users believe a company should have a presence in social media • 85% of users believe a company should not only be present but also interact with its consumers via social media • 56% of users feel they have a stronger connection with and are better served by companies when they can interact with them in a social media environment 6 Confidential Social Media Services Group
- 7. 7 Confidential 11/17/2013 Social Media Services Group
- 8. Social media practitioner March 2008 Accepted Solutions launched on Community February 2006 Dell France begins Online May 2008 Michael Dell asked A voting based site Community Outreach Why don’t we reach out and Dell Outlet achieved allowing customers and October 2007 help bloggers with tech $0.5M in sales via others to submit ideas support issues? Michael Dell quoted in for Dell. Twitter Business Week December 2006 In response to Jeff Jarvis question Ratings and January 2009 around whether companies want to be reviews part of the online conversation: ”My Dell launched on argument is you absolutely do. You can Organizes learn from them. You can improve your Dell.com into four reaction time. And you can be a better company by listening and being involved customer in that conversation.” focused business units June 2009 Global Twitter revenues of $6.5 M February 2007 IdeaStorm launched 2006 crawl. walk. run. 2007 July 2006 Direct2Dell launched Today Direct2Dell exists in English, Spanish, Norwegi an, Japanese and Chinese. August 2006 Blog outreach expanded beyond tech Support 8 2008 June 2007 Dell joined Twitter EmployeeStorm launched Internal Blogs January 2007 Launched for November StudioDell launched Employees. Dell’s video and podcast site, 2007 with helpful tips and tricks. DellShares Eventually expanding this into launched the YouTube channel making sharing easier. The first investor relations blog by a public company. June 2009 $2M+ Sales via Twitter 2009 June 2008 Channel blog launched January 2008 Dell aligns organizatio n for success April 2008 Inside IT launched Blog focused on business customers, and Cloud Computing. Marc h 2010 Dell joins Sina Weibo in China Altimeter recognized Dell Dell named the No. 1 most social brand with “Open Leadership Award for Innovation and Execution” December 2010 Social Media Listening Command Center launched 2011 2010 Social Media & Community University (SMaC U) launched Spring 2009 Members of Community and Conversation s deployed within each of the new Dell Business units 2009 Dell 5,000 team TechCenter December members trained by end of year 2009 Huffington Post Blog B2B pages on Facebook 6 Awards for the Social Media Listening Command Center June 2010 CAP Days launched In-person events for vocal online customers Social Media Services Group
- 9. Empowering employees: Social Media & Community University Principles Policy Governance Training, Certification & Tools Social Media Services Group
- 10. Social Media Services Group
- 11. 11 Confidential 11/17/2013 Social Media Services Group
- 12. Listening to the conversations…. Social Media Services Group
- 13. Innovating in the future: A social radio for all employees 13 Social Media Services Group
- 14. Transforming reputation via social Dell CAP Days Dell Social Think Tanks Inside Out Outside In Customer Feedback Customer Feedback Custome r Feedbac Customers giving feedback on Dell’s business k Custome r Feedback 14 Confidential Influenc er Dialogue Influenc er Dialogue Influenc er Dialogue Influenc er Dialogue Dell facilitating topic-based discussions & brainstorms with influencers not customers Social Media Services Group
- 15. Customers in need are critical opportunities Social Media gives them a voice … & us… 15 Social Media Services Group
- 16. How social listening provides value Key Use Cases Competitive Intelligence – Understand competitor messaging and share of voice SOS Support – Improve prioritization and coverage of Support issues Marketing / Merchandising – Improve messaging and offers based on customer feedback Listening for Leads – Identify new leads Listening for M&A - Research on potential acquisitions; Customer reaction on upcoming acquisitions Listening for Governmental Issues– Better understanding of potential issues 16 Stakeholder Benefits Product Group Opex Savings Customer Support Marketing Sales Corporate Strategy Government Relations Call Reduction, Im prove NPS Improve MarComm Efficiency, Up Qualified sells Leads, Increa sed Revenue Opex Savings Enabler Social Media Services Group
Hinweis der Redaktion
- The great new is that our customers are already talking about Dell. There are over 22K conversations daily. And as a company we are invested in listening and engaging in those conversations. Let’s read this quick quote from Michael Dell: “Engaging in honest, direct conversations with customers and stakeholders is a part of who we are, who we’ve always been. The social web amplifies our opportunity to listen and learn and invest ourselves in two-way dialogue, enabling us to become a better company with more to offer the people who depend on us.”
- Customers also want us engaged. 93% of social media users believe a company should have a presence in social media and 56% feel they have a stronger connection with and are better served by companies when they can interact with them in a social media environment.We aren’t just talking about B2C (business to consumer) customers. 60% of B2B technology decision-makers rely on technical support forums to inform and validate their purchase decisions.
- Dell’s use of social media really goes to the roots of who we are as a company: the power and value of direct connections with customers, as well as using the Web as a tool to be a better business. Our teams have been exchanging information with customers online since the late 1980s with listservs, and by 1996 we had our own Dell Community forums at Dell.com (other examples include: early leadership of e-commerce, the Web infrastructure to drive our supply chain, Premier Pages, etc)Today, we see social media as tool to be used across the fabric/functions of our businesses to build better business and be more connected with customers (i.e. the social web is not just about marketing or a customer support channel, rather it is a tool to be used to collaborate, connect and constantly do more with customers, from quality, to innovation, to building better business processes, to connecting and sharing real time, as well as solving technical or customer care issues) Highlights to pick out:Started with technical support (Customer service delivery)Just over 5 years ago became an early adopter using social media to connect with customers and build a better business. In March 2006 we established the Online Community Outreach team, a group of tech support experts that reached out to bloggers around the world who had questions or required assistance. Later that year we expanded blog outreach beyond tech support to include any conversations about Dell. 2006 was also the year we launched our blog, Direct2Dell.Moved into communications – using as a channel to tell our story – Direct to DellDeveloped into crowd sourced product and service development with IdeaStormGone multi-lingual – multi-platforms – from our own .com/blog out to those customers select for themselves – no good just listening to the conversations in English, in your own frontroom - got to get out into the street to hear what customers really thinkInternal and external – agent for collaboration and innovation within the organisation e.g. Employee Storm; ChatterDirect sales (or facilitation) channel – lot made of our sales on platforms like twitter with @delloutlet but also important to realise that buying behaviours for products and services are also now heavily influenced by the social web – the opinions of trusted friends often first port of call (social web friends; bloggers)…so bringing those views into the buying process is impactful – so dell.com brings reviews/ratings front and centre with customersPower of advocates/ambassadors not to be underestimated – your team members are powerful voices for your brand/products and services… SMaC training and open access to all the tools they need at work to both LISTEN and ENGAGENote: Google+Dell team members from around the around the world are early adopters and users of social media, most recently on Google+ and Pinterest.
- Nearly 8,000 employees have participated in trainings• 3400 employees have completed 8 hours of coursework and are ‘certified’
- 30,000 posts a day about Dell. We follow the influencers, where the conversations are happening, how we compare with our competitors, and what our sentiment is in social.
- Taking online conversations offline – outside in approachCustomer Advisory Panel (CAP) Days Opportunity to engage in open honest discussion and build relationships with 12-15 influential ranters and ravers in a particular segment actively talking about DellDell does not run the event – 3rd party moderator (analysts, blogger, etc)Defined agenda about Dell built on pre-event customer surveyFirst and foremost, it’s a LISTENING eventRavers help answer/defend so Dell doesn’t have toDell participants – usually VPs and above with BU ownershipHolding 15 from May-SeptDriven and funded by BusSuccess is…Positive buzz about Dell in social mediaIncrease in positive coverage across social and traditional media (measured via Communications Pulse Tracker)Key learnings and feedback to help drive improvements in our businessOngoing relationships with influencers who can help tell the Dell story and become brand advocatesEvents in U.S., China, Germany and on topics ranging from support to green ITThink Tank Program – Inside out approachDell facilitating topic-based (industry trends) discussions and brainstorms with influencers not customers.Brings together online influencers to brainstorm and discuss collaborative ways an industry can better its stakeholder outcomesProgressively focused thought leadership discussions about key industry issues, trends and direction enabled, not controlled, by DellAgenda created in partnership with attendeesDell takes a proactive roleForum for ideas/potential customers to funnel back to the business for actionIn person AND online dialogue simultaneously – Livestream eventsOpen for promotion – encourage to blog, tweet and be transparent and share publically A relationship with key social media influencers kick started by in person dialogue Opportunity for Dell to listen and understand key priorities and needs of potential customer baseCreate group of loyal advocates and 3rd party story tellersCapture customer stories, ideas on how Dell can best service this influential audience and understand priorities of these customers or potential customersPositive buzz about Dell as an active enabler and a brand that listens to the needs of the industry