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Anja monrad mediadagen

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  1. 1. The Power of Social Media: An Opportunity to Build Better Businesses Anja Monrad, Executive Director Global Consumer & SMB Marcom Operations and Global Consumer Brand & Creative Mediadagen Årets Rambuk 2011, Copenhagen, September
  2. 2. Agenda The Dell Story Our Marketing Social Media The Outcome Heritage Pioneer 2 Global Marketing
  3. 3. 100K+ employees The Dell story $61.5 billion in revenue First to sell complex First company to hit $1M a day in configurable items online revenue One of the first to launch Founded on 1:1 relationships online discussion forums & with customers online support 3 Global Marketing
  4. 4. Delivering technology solutions that enable people everywhere to grow and thrive 4 Global Marketing
  5. 5. The Dell Heritage – 1:1 Customer Centric Conversations CallCenter Social Online Catalog Data & Insights 5 Global Marketing
  6. 6. The Dell Heritage – Analytic data driven approach Behavior targeting, scoring and propensity models BI Online Offline Social Sales & Media Service DM / Email Catalog Customer identity, ODG profiling, segmentation Adaptive Learning and Real Relevant Communication, Time decisions Messaging, and Offer Generation Global Marketing
  7. 7. Other Digital is at the heart 11% OA, Mobile, Print of everything we do ! 18% Social 34% 49% of spend is on digital Search media TV 15% 22% Constantly pushing the new media envelope across affiliates, search, social, and mobile Global Marketing
  8. 8. Transforming Digital Now Media Spend Owned Last 5 years evolution of paid, Paid owned and earned media Earned Owned Owned - Dell.com is the 2nd largest ecommerce shopping site Paid 2006 globally Earned Earned - Dell named #1 most social brand in ranking of 100 top brands Global Marketing
  9. 9. 9 Confidential 9/9/2011 Global Marketing
  10. 10. Behavioural Targetting Increasing competitive environment leads Right message at the right time for the to increasing acquisition costs and each person – 1:1 Conversations decreasing conversion rates • More premium rates • More advertisers -> Cluttered space • Consumer tune out the clutter • Standard OA approach - one message fits all 30 mill cookied users globally BT provides a cost-effective way to increase conversions through relevant and personalization messaging BT makes up about 20% of total impressions delivered and is driving about 60% of revenue Global Marketing
  11. 11. Dell’s Dynamic Product Name Savings Content Solution Product Picture Call Out 40% of Dell’s BT program uses creative that is automated and dynamic for both banner and email • Personalization and increased Alternative relevancy to the user Dynamic Versions • Unlimited versioning • Drives much higher conversion rates Personlized content also done for CRM Life Cycle Management printed pieces. Global Marketing
  12. 12. 12 Global Marketing Source: Shanghai Web designers via Neville Hobson
  13. 13. 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 August 2006 January 2007 deployed within each launches Blog outreach StudioDell launched of the new Dell B2B pages Facebook expands beyond Dell’s video and podcast site, February 2008 Business units (Jun.) tech Support 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 13 launched Global Marketing
  14. 14. DELL Social Media – Focus coming from the very top It is not about marketing – not “just a channel” – it’s a business strategy Global Marketing
  15. 15. Listening to Be A Better Business, Across the Business Monitors 26,000+ online mentions of Dell every day Conversations analyzed by topic, sentiment, share of voice, geography. & 15 routed to the right people - wherever they are in Dell- for response, insight,Marketing Global or action.
  16. 16. Leverage social media across business functions 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 • Collaboration • Listening • Rich Media • Thought Leadership • Support Widgets • Brand Reputation • Blogs • Outreach • Influence • Reputation 16 Global Marketing
  17. 17. Customers in need are critical opportunities Social Media gives them voice & you opportunities Global Marketing
  18. 18. Don’t forget the happy  customers A shift in who speaks for your brand 66% OF BRAND TOUCHPOINTS ARE NOW GENERATED BY CUSTOMERS 34% OF BLOGGERS POST OPINIONS ABOUT PRODUCTS 18 Global Marketing
  19. 19. Dell’s Social Marketing & Listening Innovative and focused approach to social monitoring, interaction and activation Principles Policy Governance 19 Training & tools Marketing Global
  20. 20. So what is the value of a “Fan”, a “Like” or a “+” – 688,000+ posts in Google search over the last week asking that very question – constant press about the ROI of social media – every day several new “surveys” › value of a Facebook fan for business › whether Twitter followers are more likely to purchase from company they follow or NOT? – You name the headline or survey result – it has been claimed or made… or will be shortly  Scorecards Social Presence Map Influence Global Marketing
  21. 21. Social Media Business Value: Blogging / engagement resulted in a decline of negative commentary about 30 throughout the customer percentage points (manual tracking) lifecycle Vocal Dell critics surprised and “taken a Awareness back” when we connected with them – turn negative conversations into more balanced discussions Research and CLV (loyalty) Dell.com Consideration Unpredictable…. “Fun” video that was supposed to go viral, never did. It did not connect or generate conversations. Our Communities External Thousands of Server Images on Flickr was Communities not expected Support Demand / Lead Gen Product quality issues emerged up to three and Sales weeks sooner in social media than other media – early warnings Global Marketing
  22. 22. If remembering nothing else……….. • Social media gives us more opportunities to listen, connect and engage than ever before • If you are not listening, you will go no where • Our vision and business strategy is embedding social media throughout the company to become a leader in connecting with customers • Empower, and if needed, train your employees • Dell’s heritage of direct customer connections and online leadership are the seeds of our social media success • It is a journey…the Web evolves every day, so will the journey 22 9/9/2011 Global Marketing
  23. 23. 23 9/9/2011 Global Marketing
  24. 24. Thank You & Stay in Touch www.dell.com/socialmedia anja_monrad@dell.com

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