Presentation given on Nov 18, 2011 at Dublin City University Conference Go Social!

1. Dell -
Social Interactive Strategy
listening & engaging = opportunity
Stephen Jio - @stephenjatdell
18 Nov, 2011 - Dublin City University

2. Dell - Social Interactive Strategy
• Framework to Social Strategy
• Key Principles
• Planning the Infrastructure
• Case Studies
• Rationalising the Strategy
2 @stephenjatdell © 2011 - Dell

3. Dell - Social Interactive Strategy
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4. Framework:
Social Strategy
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5. Social Media:
The exchanging of ideas
between dynamic
communities enabled
through the technology of
ever-evolving tools
Direct2Dell
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6. Dell - Social Interactive Strategy
Facebook: Over
Social Media: a TRILLION page
views monthly 40,000 views in
Impact 1st 4 hours
3.2 million followers
Over a half BILLION view
8,868 tweets
per second
Twitter:
15 million followers estimates of 150
on Twitter million accounts
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7. Dell - Social Interactive Strategy
Social Media:
Brand Adoption
Likes
Followers
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8. Dell - Social Interactive Strategy
Product Development Marketing Online Presence
• Feedback Loop • Demand Forecast • Ratings & Reviews
• Early Warning • Lead Generation • Communities
• New Product
Ideation Product
• Message Reach • Customer Stories
• Leads
Sales
Lifecycle
Customer Service Communication
• Collaboration • Listening • Rich Media
• Thought Leadership • Support Widgets • Brand Reputation
• Blogs • Outreach • Influence
• Reputation - Dell
© 2011

9. The Key
Principles
9 @stephenjatdell Dell Global Listening Command Centre
© 2011 - Dell

10. Dell - Social Interactive Strategy
Listening “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
Engaging ourselves in two-way dialogue, enabling us to
become a better company with more to offer the
people who depend on us.”
- Michael Dell
Opportunity
10 @stephenjatdell © 2011 - Dell

11. Dell - Social Interactive Strategy
Viral Marketing
Listening:
Peer to Peer Influence
26,000 posts daily
Sales Lead Generation about Dell
Support
Brand Reputation
Information Alerts
Instant Feedback
Product Evaluation Customer Experience
Transparent Conversations
11 @stephenjatdell © 2011 - Dell

12. Mass Social Media
Engaging:
Market
Collaboration and
Conversation External
Community
External
Community
Direct2Dell Community
Hosted
External Communities External
Community Support Community
Mastery & Use
Affinity
Ideation
Extranets External
Topical
Experts
Internal
Internal
Networks /
Enterprise
Workgroups
12 @stephenjatdell © 2011 - Dell
Collaboration

13. Dell - Social Interactive Strategy
– Engagement doesn’t mean
responding to everything! Engagement:
– Providing training to employees for Key points
listening and engaging
– Identify engagement champions
within your company
– Engage in conversations that are
already happening, BUT KNOW THE
FACTS BEFORE
– When possible connect the virtual
world with the real (Tweetups, etc)
13 @stephenjatdell © 2011 - Dell

14. Infrastructure:
Execution and
Sustainability
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15. Dell - Social Interactive Strategy
What are the greatest internal challenges preventing your deployment or
expansion of listening and engagement initiatives?
Based on 200 US Marketers
Source commissioned study
conducted by Forrester for Dell 06/11
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16. Dell - Social Interactive Strategy
• Create a playbook that will deliver your social
strategy
Infrastructure:
• Get Executive sponsorship Key
• Budget for scalability recommendations
• Empower employees to listen and engage
• Invest in tools to monitor
• Integrate fully into the entire business
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17. Dell - Social Interactive Strategy
• Employees are your best social advocates
• Define/publish the principles of your Social strategy Empower Employees:
• Train and certify employees, even to listen only Provide Staff training
• Reinforce transparency in all engagement even personal
• Provide internal social network as sandbox
• Coordinate closely with external communications
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18. Dell - Social Interactive Strategy
• Listening tools
– Customise criteria Tools:
– follow conversations Listening, publishing
– Track trends and work flow
– Monitor key influencers
• Publishing tools
– Allows multiple users
• Workflow integration
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19. Case Studies:
Social Integration in
the Business
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20. Dell - Social Interactive Strategy
Shareable Rich Content
• Product launch teasers, customer stories,
product reviews, interviews, press
conferences
• Dell Duo teaser 250K views in the first 72
hours
• Dell Vlog channel has generated over 9.7
million views since launch in 2006
• Additional social properties
– Flickr
– Slideshare
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21. Dell - Social Interactive Strategy
Customer Engagement
• Proactively reach out to customers
• Integrating efforts with support.dell.com
• Team engages with 1,000+ customers per
week
• Positive impact on customer satisfaction:
35% conversion of ‘demoters’ to
‘promoters’
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22. Dell - Social Interactive Strategy
Crowdsourcing
• IdeaStorm introduced 2007
• Over 16,000 idea submitted
• >470 implemented
• EmployeeStorm for staff
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23. Dell - Social Interactive Strategy
Social Offers
• Creating compelling offers – based on
engagement with community
• 1.5 million followers on Dell Outlet ‘Deals’
Twitter page
• @DellHomeUK averages over 30
engagement on a daily basis proactively
reaching out for sales opportunities
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24. Dell - Social Interactive Strategy
Key Influencers
• Reach out to influential Social engagers
– Customer Advisory Panel
• Identifying key Influencers in Social Media to
partner with
• Help with understanding the brand view in the
community and help improve
• They become brand voices of the community
• 10,000 Dell Social Influencers globally
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25. Dell - Social Interactive Strategy
Product / Social Integration
• MTV EMA Awards – Red Carpet
• Over 1,000 fans had their picture taken on
the red carpet
• Photographs taken with Dell Streak and
instantly uploaded to Facebook page
• Allow fans to comment on their images and
have a virtual ‘keepsake’ of the event
• Combined marketing campaign with
advertising and features at Awards provided
additional media goodness
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26. Rationalizing:
Measuring the benefit
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27. Dell - Social Interactive Strategy
Purchase Influence
ROI:
Presence Brand Health Value is multi-
Content Creation dimensional
Loyalty
Direct Sales
Market Insight Increased Attention
Support Improved Communications
The Cost of NOT participating
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28. Dell - Social Interactive Strategy
Major KPIs
• Brand Health – Net Promoter Scores, Social Net Advocacy
• Improved Support – Response time improved, community responses
• Enhanced Content – Customer reviews, user generated content
• Increased consideration – Do you effectively drive more traffic to your site
• Revenue – ‘Social’ associated purchases, indirect and direct attributed
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29. Dell - Social Interactive Strategy
Summary - Build and Execute your strategy
1. Define what you want to achieve with your strategy
2. Sponsorship from Executives is key BUILD
3. Budget for scalability
4. Train your employees for best practise engagement
5. Listen first to what is being said
6. Engage and be part of the conversation and the solution EXECUTE
7. Opportunity is there in the entire customer lifecycle
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30. Thank you!
@stephenjatdell
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