Manish Mehta, Dell VP Social Media and Community, presented at the Altimeter Rise of Social Commerce Conference in October 2010 his vision of the impact of Social Commerce Business and Customer Value.

1. Driving Business &
Customer Value
Altimeter’s Rise of Social Commerce Conference
Manish Mehta
Vice President, Social Media and Community
October 6, 2010 Global Marketing

2. The
wheel
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3. The
family
dog
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4. Progress
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5. Broad
reach
impact &
comfort
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6. The
environment
was ripe for
change
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7. Inspired to
dream
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8. small innovations
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9. Big change
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10. foundation
accelerated
change
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11. Broader industry
developed
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12. Citizens were
empowered
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13. governance
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14. guideposts
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15. bridging the
chasm
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16. untapped
potential
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17. Outcome:
sustainably
interconnected
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18. Our fabric is
changing
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19. Voice  Brand
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20. What notes must
be written …
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21. … that will start
a revolution?
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22. That will rock
the world
inside & out
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23. We have a great heritage
Dell’s Key Social Media Milestones
February 2006 December 2006 October 2007 May 2008
June 2009
Michael Dell Asks Ratings and Reviews Michael Dell quote in Business Week Dell Outlet Achieves
Global Twitter
Why don’t we reach out and help on Dell.com Jeff Jarvis story quote, “These conversations are $0.5M in Sales via Twitter
bloggers with tech support issues? going to occur whether you like it or not. Do you Community team active on Twitter
Revenues of $6.5 M
want to be part of that or not? My argument is you Community across the social
absolutely do. You can learn from them. You can Small Business web =3.5 million direct
improve your reaction time. And you can be a blog launched customer connections
better company by listening and being involved in
that conversation.”
August 2006
Blog Outreach Expands
Beyond Tech Support June 2009
Engagement with anyone who March 2008
February 2007 $2M+ Sales via Twitter
2006 commented about the company.
Business model and other issues IdeaStorm Launched
2008 Accepted Solutions Dell outlet on Twitter surpasses
considered. launched on Community $2 million in sales with another
A voting based site allowing customers
Dell France begins Online $1 million dollars in sales at dell.com March 2010
and others to submit ideas for Dell.
Community Outreach China Micro-
Blogging
July 2006
2007 2009 2009
Direct2Dell Launched April 2008 Dell TechCenter
June 2007 Inside IT Launched A Collaborative
Today Direct2Dell exists in
Dell joins Twitter Community for
English, Spanish, Norwegian,
Japanese and Chinese. Why don’t we reach out
Blog focused on business
customers, and Cloud Datacenter pros 2010
and help bloggers with January 2008 Computing. January 2009 grows by 400%
tech support issues? Dell Aligns Dell Organizes in to
Organization 4 customer focused
Dell Launches for Success business units
EmployeeStorm
Internal Blogs Launched
for Employees.
June 2008 December 2009
Channel Blog Huffington Post Blog
Dell’s VP of Social Media and
March 2006 Launched Community, Manish Mehta, begins
January 2007 February 2008 blogging at Huffington Post
Community Outreach Team Formed StudioDell Launched
Team begins by just listening and monitoring Dell’s video and podcast site,
Twitter Expanded
conversations to see what’s being said. The tech Start experimenting with Twitter
with helpful tips and tricks.
November 2007 for business– another venue to Spring 2009
support experts are hand-selected for their tech Eventually expanding this into
problem-solving expertise and superior help customers, but also thanking Some Members of Community and
the YouTube channel making DellShares Launched Dell customers. Outreach leads Conversations deployed within each
interpersonal skills. sharing easier. The first investor relations blog
by a public company.
to some Twitters asking for help of the new Dell Business units
on purchases.
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24. INTERNALLY EXTERNALLY
ENGAGEMENT ROI RECOMMEND
ACTIVATE PASSIONATES AMPLIFY
LISTEN TECHNOLOGY SYNDICATE
EMPATHY INTIMACY DELIGHT
DEEPEN ROOTS THRIVE
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25. Tree of
Tenere
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26. Listening & Engagement
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27. Command Center
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28. The Neighborhood Business
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29. Business
grew and
succeeded
based on word
of mouth
and they still do
… more so with
the social Web
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30. Social Content in Path
175K reviews globally
66 countries, 15
languages
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31. Application Generates Business Benefit
conversion & margin lift revenue/visitor is 3X higher in Japan; 134% higher in US
62 Countries
14 Languages
Over 170,000 Reviews Submitted
14,461 Different Products Reviewed
75% of All Ratings 4 or 5 Stars
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31

32. Delivers Insights, Changes Behavior
Five Star Program Brand Insights
Messaging
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32

33. Sina integration
with dell.com
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34. User generated
Marketing
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35. Global Marketing

36. … and much more coming …
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37. Capture
insights
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38. Views &
Community size, clicks to
Myriad of Connections dell.com
Metrics
Revenue
Lower cost,
faster hires
Issue tracking, Sentiment,
Share of voice
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39. Fancy
Reporting
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40. Distillate
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41. Social Commerce
Experiment
Product
Application
Build Out
Connected and Scaling
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42. Beyond Commerce
Becoming
a Social
Business
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43. Not just a Product
Group QUALITY
campaign, but in
harmony across Marketing DEMAND
the fabric of a
company Services
Solutions
CREDIBILITY
Online CONVERSION
Sales CYCLE TIME
Customer
Service RESOLUTION
Comms
PR & HR REPUTATION
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44. Tap into the
great spirit and
energy
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45. Customers and
businesses are in
this together
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46. Employees are your
company’s rock stars
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47. SMaC Talk
• Austin - July
• London - Sept
• Xiamen - Nov
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48. Social Media & Community
University
Principles
Policy
Governance
Training & tools
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49. Aligning a powerful ecosystem
Dell.com
External Communities Our Communities
Team Members
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50. Is the ecosystem merging into one?
Dell.com
External Communities Our Communities
Team Members
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51. New ecosystem forming?
Dell.com
Real World + Digital
External Communities Our Communities
Team Members
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52. It’s not about shiny objects
Smart business
fundamentals never change
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53. Global Marketing

54. you gonna
miss the old
horses?
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55. Thank You

56. Slide 2: http://www.flickr.com/photos/jerneedog/3985549312/
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57. Slide 22:
http://www.zimbio.com/Live+Earth+concerts/articles/52/Woodstock+Live+Aid+Monster+Concerts+Gone
Slide 25: http://www.dailycognition.com/index.php/2009/12/27/10-most-extraordinary-trees-in-the-
world.html
Slide 24: http://www.udidahan.com/wp-content/uploads/roots.jpg
Slide 28:www.themeadteagardens.co.uk/
Slide 29:http://www.gettyimages.com/detail/10091911/The-Image-Bank
Slide 34, 35: http://Facebook.com/Dell
Slide 36: http://bit.ly/cZMEZ7
Slide 37:
http://www.communitywealth.com/Newsletter/December%202008/Images/light%20bulb%20in%20hand.jpg
Slide 42: http://bit.ly/aPQBvk
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Slide 45:http://images.chron.com/blogs/40yearsafter/beatles-houston-500.jpg
Slide 46: http://www.behindthehype.com/wp-
content/gallery/robert_knight/Robert_Knight_Photo_Rolling_Stones.jpg
Slide 47: Dell Flickr Site, http://www.flickr.com/photos/dellphotos/
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