Simon Hall, country head of marketing, Dell

1. How Digital can build
your Brand
Simon Hall
UK CMO

2. Global Marketing
60 %
of customers are
doing research before
engaging a sales rep
15 %
Search leads have a
15% close rate, while
outbound have 2%93 %
B2B customers do digital
research – mostly via
search
B2B Customer Digital Habits
91% Search on mobile
devices
Digital is the backbone of customer lives,
and where our audience goes, marketing must follow.
60%search/read
peer reviews
TECH B2B DIGITAL SEARCH TRENDS
…
57%
Increase in content
spend to keep up
with demand
Marketing has changed more in the past two years than in the past 50.

3. 3
Dell - Internal Use - Confidential
Beyond Swim-lane advertising & Funnels

4. 4
Dell - Internal Use - Confidential
Media Consumption changed in B2B world
1in3B2B customers
turn to video to
learn about
products they’re
interested in
1B2B customers
purchase
products or
services for their
business on
mobile devices
in4

5. Global Marketing
Transactional Shopping, Affiliates StrategicMedia, Digital Partnerships
Search Search, Paid, Earned
Email, New formats, video RMF
Display Placements, Paid
ROAS/Revenue PROMs, ROAS, Brand metrics
Social shopping Social ecosystems/ funnel
Transactional Digital - CSB Relationship – B2B
Dell Digital evolution

6. Global MarketingConfidential6
Global Marketing
Our heritage
3/19/2015
Today, we are harnessing the forces of cloud, mobile, big data and security
to put more power in the hands of more people than ever before.
A change agent
from day one
• Brand perception
• Brand awareness
• Brand affinity

7. Changing Perceptions
Case examples

8. Global Marketing
CWG2014 Sponsorship
Confidential8 3/19/2015
Objectives
• Increase Brand Awareness & Affinity for Dell
• Position Dell as an IT Solutions provider
• Showcase Technology
• Generate excitement and winning culture
Light Touch
Q1-Q2
2013
Build Up
Q3-Q4 2013
Intensive
Q1-Q2 2014

9. Global Marketing
Audience Targeting
9
0
50
100
150
200
250
300
350
400
450
500
Index
TV
Radio
Magazines/Newspapers
Internet
Social Media
OOH
Pre work social media
activity
Office
Office
Source: TGI Premier

10. Global Marketing
Media targeting to audience
Social/business
networking sites
Business-related
websites
Business-related
print publications
Technology-related
print publications
Technology
web sites
Tech-related blogs
Video-sharing sites
Source: TGI Premier

11. Dell - Internal Use - Confidential
Target Content Assets
Content Creation
Content
Running the athletes’ village
Activities scheduled: Sam and Ollie 5Dec office
visit and charity
Use tech to improve performance – how Dell
solutions improve performance
Product launches
Solutions provider: Better together
Better insights for competitive advantage
Small gains add up to alot
Blog posts on Direct2Dell, Dell UK
website
Videos
Behind the scene photos
Blog posts on
Direct2Dell, Dell UK
website
Infographic
Brian video
Events - photos
Connected
Workplace
Spirit of the
Games
Design to
Scale
Athletes
Volunteers
50 years of Games and Tech
News
Baton Relay
Dell employees
Topics tbc
Tweets,
Links
Caroline video
Events
IT Decision Makers
IT Decision Makers
Consumers
IT Decision Makers
& consumers
IT Decision Makers
& consumers
BDMs
Running the athletes’ village
Product launches
Solutions provider: Better together
Better insights for competitive advantage
Small gains add up to alot
Infographic
Brian video
Events - photos
Connected
Workplace
Design to
Scale
Caroline video
Events
IT Decision Makers
IT Decision MakersBDMs
BDMs
BDMs
BDMs

12. Dell - Internal Use - Confidential
Social Planning to support Brand
Plan/Concept
#1 Social Sponsor
One plan for all to unify
Create cadence- bi-weekly
review
Ambassadors/Stakeholders
/Influencers to support
Create content calendar
Governance for content
sharing
Organize content under key
themes
Monitor earned social
media for engagement
opportunities

13. Dell - Internal Use - Confidential
The results
13
No. 1 Social Sponsor from CWG2014
Twitter reach >19m
Posts 2500
(vs. 1000)
PR 38 articles/
+55m reach
>60k
YouTube Views
>500 customers
at CWG2014
Site visits 57k

14. Dell - Internal Use - Confidential
Sponsorship Impact on Dell Perceptions
28% 29% 32% 31% 30%
46% 48% 51% 49% 47%
My overall favourability toward Dell as a
technology provider
My likelihood to consider Dell's
enterprise products, IT services or
solutions for my organisation
Dell's credibility as an enterprise-level
services and solutions provider
Dell's credibility as an infrastructure-
level services and solutions provider
My likelihood to seek out information
about Dell's enterprise products, IT
services or solutions for my
organisation
All Decision Makers Commonwealth Games Campaign-aware
Perceptions of Dell
Q23. For each of the statements below, please indicate the impact this advertising had on your personal perceptions of Dell. You may choose any number in between 9 (“Very Positive Impact) and 1 (Very Negative Impact), depending
on how strongly you feel. Showing 8+9
X / X = Significantly higher/lower than All Decision Makers chart at the 95% confidence level

15. Global Marketing
Harness Dell
15
#SocialExec
#SocialSME
#SocialSelling UK SMAC
“If one voice can reach thousands, imagine what
an entire workforce can achieve “

16. Global Marketing
E2E Solutions Program – Content Creation
16
+ =

17. Global Marketing
E2E Solutions Program – Content Atomisation
17
1x CIO/CTO
2 page i-
Paper
1x CEO 2 page
i-Paper
1x CFO 2
page i-Paper
1x CSO 2
page i-Paper
1x Dynamic
info wall
1x Social snap
stat
1x Social
endorsement
piece
+ other key publishers

18. Global Marketing
Considerations summarised
1
Budgets compressed =targeting is key –
regional, media
2
Great planning will lead to success
3
Talent invest in
4
Capitalise on your workforce
5
Technology platforms
6
Sales are key
7
Customer language
8
Content quality vs. quantity
9
Partnerships with direct feedback loops
10
Test it

19. THANK YOU!