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Reputation and Brand In an Instantly
Connected World
Richard Binhammer, Social Media and Community
Amplify Festival, Sydney, Australia, June 6-10, 2011
Traditionally,
    Business and
    Technology:
    aimed to deliver
    efficient organization
    of work through
    specialization of
    labor
    1776, Adam Smith, Wealth of Nations




2                                         Global Marketing
Dell’s Direct & Online Heritage: Critical Enabler
                                               Leader in online
                            First company to     frictionless
    First to sell complex
                            hit $1M a day in   commerce from
     configurable items
                             online revenue    order to delivery




      One of the first      One of the first
                            companies to       Early adopter of
     to launch online                           social media
    discussion forums       launch online
                               support
Before the Social Web: Our Online Perspective




              Dell.com     Our
                         Communities




 4
                                       Global Marketing
Internet:

    Unlike other
    technologies, the Web
    was unpredictable;
    opened more
    opportunities to
    change perspectives
    anywhere it reached




5                           Global Marketing
Interactive Web:
First time in history,
technology at home has
evolved faster than for
business becoming so
pervasive that business is
catching up to consumer
expectations about
connectivity, ease of use
and how to use




Source: Mary Meeker, 2010 Internet Trends   Global Marketing
June 2005 – August 2006: Several Online Issues = Offline
too




  7                                              Global Marketing
Five years of experiments and experience
                                           December 2006                   October 2007                                                May 2008                                            June 2009
    February 2006                                                                                                                                                                                             Dell named #1 most
                                           Ratings and                     Michael Dell quote in Business Week                         Dell Outlet achieves                                Global Twitter     social brand in
    Michael Dell Asks                      reviews on                      Jeff Jarvis story quote, “These conversations are           $0.5M in sales via Twitter                          revenues of $6.5 M ranking of 100 top
    Why don’t we reach out and help                                        going to occur whether you like it or not. Do you
    bloggers with tech support issues?
                                           Dell.com                        want to be part of that or not? My argument is you
                                                                                                                                       Community team active on Twitter                                         brands
                                                                           absolutely do. You can learn from them. You can             Small Business
                                                                           improve your reaction time. And you can be a                blog launched
                  August 2006                                              better company by listening and being involved in
                  Blog outreach                                            that conversation.”
                  expands beyond                      February 2007                                        March 2008                                                                                March 2010
                  tech support                                                                             Accepted Solutions                                                                        China Micro-
                                                      IdeaStorm Launched                                                                        January 2009              June 2009
                                                                                                           launched on Community                                                                     Blogging
                                                      A voting based site allowing                                                              Dell Organizes in to      $2M+ Sales
                                                      customers and others to submit                       Dell France begins Online            4 customer focused
                                                      ideas for Dell.                                      Community Outreach                                             via Twitter                       Social Media Listening
                                                                                                                                                business units
                                                                                                                                                                                                            Command Center



 2006                                         2007                                                         2008                                           2009                                   2010         2011
                                                                                                                                                                                                    Dell Social Media and
                                                                                                                                                                                                    Community University
               July 2006                                                                                                                                                                            launched/5,000 team
               Direct2Dell launched                                       June 2007                                            April 2008                                     2009                  members trained by
                                                                                                                                                                                                    end of year
               Today Direct2Dell exists in                                Dell joins Twitter                                   Inside IT launched                             Dell TechCenter
               English, Spanish, Norwegian,                                                                 January                                                                                 (Aug.)
                                                                                                                               Blog focused on business
               Japanese and Chinese.
                                                                          Dell launches                     2008               customers, and Cloud
                                                                                                            Dell aligns        Computing.                                                              Altimeter recognizes Dell with
                                                                          EmployeeStorm                                                                      Spring 2009            December 2009      “Open Leadership Award for
                                                                          Internal Blogs                    organization
                                                                          Launched for                      for success
                                                                                                                                                             Some Members of        Huffington Post BlogInnovation and Execution”
                                                                                                                                                             Community and                                          (Oct.)
                                                                          Employees.
                                                                                                                                                             Conversations                              Dell
April 2006                               January 2007                                                                                                        deployed within each                       launches
Tech support                             StudioDell launched                                                                                                 of the new Dell                            B2B pages
                                                                                                                                                                                                        Facebook
outreach to blogs                        Dell’s video and podcast site,
                                                                                                               February 2008                                 Business units
                                                                                                                                                                                                        (Jun.)
                                         with helpful tips and tricks.
                                         Eventually expanding this into       November 2007                    Twitter expanded
                                         the YouTube channel making           DellShares launched
                                         sharing easier.                      The first investor relations blog by
                                                                                                                                           June 2008
                                                                              a public company.                                            Channel blog
     8                                                                                                                                     launched                                               Global Marketing
Starting Down a
    New Road, in a
    Vehicle, yet to
    be proven

    Even today, the
    Infrastructure is
    evolving




9                       Global Marketing
Recognizing & Aligning a Powerful Ecosystem


                                        Dell.com




                     External Communities          Our Communities




                                     Team Members
 10   Confidential
                                                                     Global Marketing
Listening to Be A Better Business,
                           Across the Business




11   Confidential   From 4,000 posts/day to 26,000 posts/day
                    3/21/2011                             Global Marketing
Two-way dialogue: Innovation and Suggestions




        2007
     IdeaStorm changes the conversation.
12                                     Global Marketing
Dell.com becomes
social


                   Global Marketing
This is a global development:
Sina integration with Dell.com




                                 Global Marketing
New opportunities

     Further our Direct
     connections with               Quality Interaction: No tricks or gimmicks
     customers


                     Relationship Marketing:
Link Online:
Behavioral Targeting and Deal Posting




15                                                               Global Marketing
User generated
  Marketing
        Global Marketing
Fans: B2C or B2B

    Its all about

Business and People



                      Special
                      Thanks to
                       BlaM4C &
                       Marshalus & more
                      than 4000 customers   Global Marketing
Customers in
need are critical
opportunities

Social Media gives
them voice & you
opportunities




                     Global Marketing
@DellCares Across the Web Generates Positive Connections
The Customer: Model Supplies Sales, Followers: 60,000+
Issue/Resolution: The customer tweeted in regards to an LCD issue w/her PC on 4/18 to her friends.
@DellCares identified the customer was in need of assistance and responded on 4/19, The issue was resolved
on 4/29. MSD tweets her a thank you on 5/25, which she responds to immediately.
                                                                         … delighting the Customer
  Customer voices                       … Dell Listens,                  whose following retweets
    frustration…                        Engages and                            to 150k+ users

                                       Resolves issue…


      Michael Dell jumps in…                                 Model Supplies raves
 @ModelSupplies Thanks for contacting            You're very welcome! @MichaelDell Thank you
 @dellcares and for positive feedback too.       for the fantastic service - and for the reminder of
 Thrilled to hear you are a happy Dell customer! things still to do! x0x 7:43 PM May 25th via web
 6:14 Confidential 25th via web
  19
       PM May
                                                                                      Global Marketing
Aggregation of Web
Content, Rich Media

                      Global Marketing
Internal Social Networks

                           • Dell is using Chatter to increase
                             cross-departmental team
                             collaboration
                           • Over 90,000 Dell employees quickly
                             and easily collaborate around
                             documents and information like
                             sales opportunities, team projects
                             and campaigns
                           • Fosters relationships
                           • A hybrid of Twitter, Facebook, Sina,
                             Ren-Ren, Orkut




21                                                   Global Marketing
Our fabric is
                    changing




22   Confidential            Global Marketing
Key Learnings




                Global Marketing
SM  B2C & B2B
24          Global Marketing
The world around us is changing

                              Control
                               is not as successful
                                          as influence


              companies that embrace this the fastest will win

     •   Disintermediation between the customer and the expert is happening already

     •   Users spending more time across the web engaging – beyond company’s website

     •   Customers trust their peers more than anyone else

     •   Traditional methods are not scaling; Does Social Media?
25                                                                           Global Marketing
Don’t Look,
Listen or
Touch

 This is not a
strategy that
works.




26               Global Marketing
Listen, Engage, Act. It’s at the heart of all
strategies…But How to Scale?




                  Think of it as a tool,
                    not a channel
                                                Global Marketing
Campaigns are
capital intensive.

You can not buy
fans & followers
for life …




                     Global Marketing
A Tool to be Leveraged Across the Fabric of a
Company: different functions, uses and values
Product Development           Marketing            Online Presence

• Feedback Loop          • Demand Forecast    • Ratings & Reviews
• Early Warning          • Lead Generation    • Communities
• New Product            • Message Reach      • Customer Stories
  Ideation
          Sales            Customer Service        Communication
•   Leads
•   Collaboration        • Listening          •   Rich Media
•   Thought Leadership   • Support Widgets    •   Brand Reputation
•   Blogs                • Outreach           •   Influence
                                              •   ReputationMarketing
                                                          Global
Customer
Centricity:

Inform and Drive
Every Part of the
Business

The Social Radio for
All Employees



30                     Global Marketing
Empowering Employees:
Social Media & Community
        University

          Principles
           Policy
        Governance



       Training & tools



                           Global Marketing
Customer Connected Employees
are your company’s rock stars
32                              Global Marketing
Authority               Exchange
            Community




 33                      Global Marketing
The Nature of the Connections Changes: from Business &
Marketing as Broadcasting to People Having Conversations
and Connecting




                      “The Miracle of the Web”
                      push and publish, Barry Diller




                                                       Global Marketing
Business and People

People are empowered.

Technology enables.

Humanity rules.




                        Global Marketing
Are Businesses
     Less Machine
     and more
     Networked
     Organism?

     Human
     Organizations




36                    Global Marketing
Meanwhile …

Back at the
  Office




              Global Marketing
They are asking about
the social web
infrastructure

             Global Marketing
Where is
     the ROI
     Business
     Value of
     Social
     Media



39              Global Marketing
Yes Virginia, there is ROI Business Value: It is
measurable in many forms, there is not 1 number …




                                          Global Marketing
Look across the entire customer lifecycle. It can be
      used everywhere …
                                                                •   Insight: Social media improves
                                                                    Dell’s reach and share of voice
    • Insight: SM keeps customers
      engaged, provides solutions
      and improves loyalty.
                                            Dell.com
                                                                                   • Insight: Established causality
                                                                                     between social media activity
                                                                                     and purchase
                                       Our          External
                                    Communities   Communities
•     Insight: Social media based
      support improves sentiment                                             •   Insight: Social Media provides
      and correlates with higher                                                 high Business Value and
      revenue                                                                    contributes to demand gen
                                                                                 vehicle




                                                                                               Global Marketing
Connected and Lit Up




42   Confidential           Global Marketing
you gonna
miss the old
  car?




               Global Marketing
Thank You

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Reputation and Brand in an Instantly Connected World

  • 1. Reputation and Brand In an Instantly Connected World Richard Binhammer, Social Media and Community Amplify Festival, Sydney, Australia, June 6-10, 2011
  • 2. Traditionally, Business and Technology: aimed to deliver efficient organization of work through specialization of labor 1776, Adam Smith, Wealth of Nations 2 Global Marketing
  • 3. Dell’s Direct & Online Heritage: Critical Enabler Leader in online First company to frictionless First to sell complex hit $1M a day in commerce from configurable items online revenue order to delivery One of the first One of the first companies to Early adopter of to launch online social media discussion forums launch online support
  • 4. Before the Social Web: Our Online Perspective Dell.com Our Communities 4 Global Marketing
  • 5. Internet: Unlike other technologies, the Web was unpredictable; opened more opportunities to change perspectives anywhere it reached 5 Global Marketing
  • 6. Interactive Web: First time in history, technology at home has evolved faster than for business becoming so pervasive that business is catching up to consumer expectations about connectivity, ease of use and how to use Source: Mary Meeker, 2010 Internet Trends Global Marketing
  • 7. June 2005 – August 2006: Several Online Issues = Offline too 7 Global Marketing
  • 8. Five years of experiments and experience December 2006 October 2007 May 2008 June 2009 February 2006 Dell named #1 most Ratings and Michael Dell quote in Business Week Dell Outlet achieves Global Twitter social brand in Michael Dell Asks reviews on Jeff Jarvis story quote, “These conversations are $0.5M in sales via Twitter revenues of $6.5 M ranking of 100 top Why don’t we reach out and help going to occur whether you like it or not. Do you bloggers with tech support issues? Dell.com want to be part of that or not? My argument is you Community team active on Twitter brands absolutely do. You can learn from them. You can Small Business improve your reaction time. And you can be a blog launched August 2006 better company by listening and being involved in Blog outreach that conversation.” expands beyond February 2007 March 2008 March 2010 tech support Accepted Solutions China Micro- IdeaStorm Launched January 2009 June 2009 launched on Community Blogging A voting based site allowing Dell Organizes in to $2M+ Sales customers and others to submit Dell France begins Online 4 customer focused ideas for Dell. Community Outreach via Twitter Social Media Listening business units Command Center 2006 2007 2008 2009 2010 2011 Dell Social Media and Community University July 2006 launched/5,000 team Direct2Dell launched June 2007 April 2008 2009 members trained by end of year Today Direct2Dell exists in Dell joins Twitter Inside IT launched Dell TechCenter English, Spanish, Norwegian, January (Aug.) Blog focused on business Japanese and Chinese. Dell launches 2008 customers, and Cloud Dell aligns Computing. Altimeter recognizes Dell with EmployeeStorm Spring 2009 December 2009 “Open Leadership Award for Internal Blogs organization Launched for for success Some Members of Huffington Post BlogInnovation and Execution” Community and (Oct.) Employees. Conversations Dell April 2006 January 2007 deployed within each launches Tech support StudioDell launched of the new Dell B2B pages Facebook outreach to blogs Dell’s video and podcast site, February 2008 Business units (Jun.) with helpful tips and tricks. Eventually expanding this into November 2007 Twitter expanded the YouTube channel making DellShares launched sharing easier. The first investor relations blog by June 2008 a public company. Channel blog 8 launched Global Marketing
  • 9. Starting Down a New Road, in a Vehicle, yet to be proven Even today, the Infrastructure is evolving 9 Global Marketing
  • 10. Recognizing & Aligning a Powerful Ecosystem Dell.com External Communities Our Communities Team Members 10 Confidential Global Marketing
  • 11. Listening to Be A Better Business, Across the Business 11 Confidential From 4,000 posts/day to 26,000 posts/day 3/21/2011 Global Marketing
  • 12. Two-way dialogue: Innovation and Suggestions 2007 IdeaStorm changes the conversation. 12 Global Marketing
  • 13. Dell.com becomes social Global Marketing
  • 14. This is a global development: Sina integration with Dell.com Global Marketing
  • 15. New opportunities Further our Direct connections with Quality Interaction: No tricks or gimmicks customers Relationship Marketing: Link Online: Behavioral Targeting and Deal Posting 15 Global Marketing
  • 16. User generated Marketing Global Marketing
  • 17. Fans: B2C or B2B Its all about Business and People Special Thanks to BlaM4C & Marshalus & more than 4000 customers Global Marketing
  • 18. Customers in need are critical opportunities Social Media gives them voice & you opportunities Global Marketing
  • 19. @DellCares Across the Web Generates Positive Connections The Customer: Model Supplies Sales, Followers: 60,000+ Issue/Resolution: The customer tweeted in regards to an LCD issue w/her PC on 4/18 to her friends. @DellCares identified the customer was in need of assistance and responded on 4/19, The issue was resolved on 4/29. MSD tweets her a thank you on 5/25, which she responds to immediately. … delighting the Customer Customer voices … Dell Listens, whose following retweets frustration… Engages and to 150k+ users Resolves issue… Michael Dell jumps in… Model Supplies raves @ModelSupplies Thanks for contacting You're very welcome! @MichaelDell Thank you @dellcares and for positive feedback too. for the fantastic service - and for the reminder of Thrilled to hear you are a happy Dell customer! things still to do! x0x 7:43 PM May 25th via web 6:14 Confidential 25th via web 19 PM May Global Marketing
  • 20. Aggregation of Web Content, Rich Media Global Marketing
  • 21. Internal Social Networks • Dell is using Chatter to increase cross-departmental team collaboration • Over 90,000 Dell employees quickly and easily collaborate around documents and information like sales opportunities, team projects and campaigns • Fosters relationships • A hybrid of Twitter, Facebook, Sina, Ren-Ren, Orkut 21 Global Marketing
  • 22. Our fabric is changing 22 Confidential Global Marketing
  • 23. Key Learnings Global Marketing
  • 24. SM  B2C & B2B 24 Global Marketing
  • 25. The world around us is changing Control is not as successful as influence companies that embrace this the fastest will win • Disintermediation between the customer and the expert is happening already • Users spending more time across the web engaging – beyond company’s website • Customers trust their peers more than anyone else • Traditional methods are not scaling; Does Social Media? 25 Global Marketing
  • 26. Don’t Look, Listen or Touch This is not a strategy that works. 26 Global Marketing
  • 27. Listen, Engage, Act. It’s at the heart of all strategies…But How to Scale? Think of it as a tool, not a channel Global Marketing
  • 28. Campaigns are capital intensive. You can not buy fans & followers for life … Global Marketing
  • 29. A Tool to be Leveraged Across the Fabric of a Company: different functions, uses and values Product Development Marketing Online Presence • Feedback Loop • Demand Forecast • Ratings & Reviews • Early Warning • Lead Generation • Communities • New Product • Message Reach • Customer Stories Ideation Sales Customer Service Communication • Leads • Collaboration • Listening • Rich Media • Thought Leadership • Support Widgets • Brand Reputation • Blogs • Outreach • Influence • ReputationMarketing Global
  • 30. Customer Centricity: Inform and Drive Every Part of the Business The Social Radio for All Employees 30 Global Marketing
  • 31. Empowering Employees: Social Media & Community University Principles Policy Governance Training & tools Global Marketing
  • 32. Customer Connected Employees are your company’s rock stars 32 Global Marketing
  • 33. Authority Exchange Community 33 Global Marketing
  • 34. The Nature of the Connections Changes: from Business & Marketing as Broadcasting to People Having Conversations and Connecting “The Miracle of the Web” push and publish, Barry Diller Global Marketing
  • 35. Business and People People are empowered. Technology enables. Humanity rules. Global Marketing
  • 36. Are Businesses Less Machine and more Networked Organism? Human Organizations 36 Global Marketing
  • 37. Meanwhile … Back at the Office Global Marketing
  • 38. They are asking about the social web infrastructure Global Marketing
  • 39. Where is the ROI Business Value of Social Media 39 Global Marketing
  • 40. Yes Virginia, there is ROI Business Value: It is measurable in many forms, there is not 1 number … Global Marketing
  • 41. Look across the entire customer lifecycle. It can be used everywhere … • Insight: Social media improves Dell’s reach and share of voice • Insight: SM keeps customers engaged, provides solutions and improves loyalty. Dell.com • Insight: Established causality between social media activity and purchase Our External Communities Communities • Insight: Social media based support improves sentiment • Insight: Social Media provides and correlates with higher high Business Value and revenue contributes to demand gen vehicle Global Marketing
  • 42. Connected and Lit Up 42 Confidential Global Marketing
  • 43. you gonna miss the old car? Global Marketing

Hinweis der Redaktion

  1. The shape of the online universe. This image shows the hierarchical structure of the Internet, based on the connections between individual nodes (such as service providers). Three distinct regions are apparent: an inner core of highly connected nodes, an outer periphery of isolated networks, and a mantle-like mass of peer-connected nodes. The bigger the node, the more connections it has. Those nodes that are closest to the center are connected to more well-connected nodes than are those on the periphery. The core: At the center of the Internet are about 80 core nodes through which most traffic flows. Remove the core, and 70 percent of the other nodes are still able to function through peer-to-peer connections.
  2. August 2006Blog Outreach Expands Beyond Tech SupportEngagement with anyone who commented about the company. Business model and other issues considered.August 2006Blog Outreach Expands Beyond Tech SupportEngagement with anyone who commented about the company. Business model and other issues considered.June 2007Dell joins TwitterWhy don’t we reach out and help bloggers with tech support issues?February 2008Twitter ExpandedStart experimenting with Twitter for business– another venue to help customers, but also thanking Dell customers. Outreach leads to some Twitters asking for help on purchases.May 2008Dell Outlet Achieves $0.5M in Sales via TwitterCommunity team active on TwitterJune 2009 $2M+ Sales via TwitterDell outlet on Twitter surpasses $2 million in sales with another $1 million dollars in sales at dell.com 2009Dell TechCenterA Collaborative Community for Datacenter pros grows by 400%December 2009Huffington Post BlogDell’s VP of Social Media and Community, Manish Mehta, begins blogging at Huffington PostJune 2009Global Twitter Revenues of $6.5 M Community across the social web =3.5 million direct customer connections