1. Social media:
Gasoline or water during a crisis?
Julie Rosendal, PR & Communications Manager, Dell Denmark
@julieratDell
#SMWcommsDell
Global Marketing

2. Crisis Communications 101
Crises happen
explosively but
are resolved
incrementally
Global Marketing

3. Crisis Communications 101
A crisis requires:
• Prompt, incremental
response
• Quickly-defined roles
and responsibilities
Global Marketing

4. Historically, a
company has
been able to
direct the
conversation and
messaging around
a crisis. Not
anymore…
Global Marketing

5. Social media
allows the
audience to
direct the story
Global Marketing

6. Comparing crises
Then Now
2010 Oil Spill
1989 Oil Spill Estimated 4x oil spilled
Reputation management efforts Brand hijacked via social media
limited primarily to broadcast Lack of social media preparedness
and print media
Misalignment: advertising
and reality
Unfortunately for ExxonMobil it returned
to media spotlight 21 years after its crisis
Global Marketing

7. Journalists are Using Social Media
Journalists consult blogs for story ideas, angles and insights:
Over 75% of reporters see blogs as helpful in giving them story ideas, story angles and insight
into the tone of an issue
70% of reporters check a blog list on a regular basis
21% of reporters spend over an hour per day reading blogs
57% of reporters read blogs at least two to three times a week
Journalists are getting more savvy, not only utilizing social media,
but as participants:
16% have their own social networking page
48% say they are “lurkers” – in that they read but rarely comment on blogs
4 out of 5 journalists say they read blogs at least two to three
times a week
Almost 30% have their own blog
Brodeur and MarketWire
7 Global Marketing

8. Social media: Gasoline or water during a crisis
8 Global Marketing

9. “The social web
amplifies our
opportunity to listen
and learn and invest
ourselves in two-way
dialogue, enabling us
to become a better
company with more
to offer the people
who depend on us.”
– Michael Dell Global Marketing

10. Over six years of social media experience
Altimeter
March 2008 June 2009 Dell
February 2007 recognized Dell
Accepted Solutions Global Twitter with “Open named
February 2006 IdeaStorm launched launched on Community revenues of Leadership Award the No.
A voting based site allowing for Innovation and
Michael Dell asked Dell France begins Online May 2008 $6.5 M 1 most
customers and others to Community Outreach Execution”
Why don‖ we reach out and help
t submit ideas for Dell. Dell Outlet achieved social
bloggers with tech support issues? October 2007 $0.5M in sales via Twitter brand
Michael Dell quoted in Business March
December 2006 Week 2010
Ratings and In response to Jeff Jarvis question around Dell
whether companies want to be part of the January 2009 joins
reviews launched online conversation: ”My argument is you December 2010
Dell Organizes June 2009 Sina
on Dell.com absolutely do. You can learn from them. You Social Media
can improve your reaction time. And you can into four $2M+ Sales Weibo Listening
be a better company by listening and being customer via Twitter in Command
involved in that conversation.” focused China Center launched
business units
2006 2007 2008 2009 2010 2011
Social Media &
July 2006 Direct2Dell Community
June 2007 2009 University (SMaC U)
launched Today
Direct2Dell exists in English, Dell joined Twitter June 2008 Dell TechCenter launched
Spanish, Norwegian, Channel 5,000 team
Japanese and Chinese. EmployeeStorm January Spring 2009 members trained by 6 Awards for the Social
blog December
launched 2008 Members of end of year Media Listening
launched 2009
Internal Blogs Launched Dell aligns Community Command Center
Huffington
January 2007
for Employees.
organization and
Post Blog
StudioDell launched November 2007 for success Conversations B2B pages on
Dell‖ video and podcast site, with
s DellShares deployed Facebook
August 2006 helpful tips and tricks. Eventually
launched within each of
expanding this into the YouTube April 2008
Blog outreach The first investor the new Dell
channel making sharing easier. Inside IT launched June 2010
expanded beyond relations blog by a Blog focused on business Business units
public company. CAP Days launched
tech Support customers, and Cloud In-person events for vocal
Computing. online customers
10

11. Listen, Learn, Engage & Act
Dell’s Social Media Listening Command Center
25,000 posts a day
Global Marketing

12. Social media listening • Social Outreach Service (SOS):
• Listening Command Center: • @DellCares team engaging 1,000+
• Accountable for the timely and customers per week
accurate resolution and public • Positive impact on customer
response for high severity issues satisfaction: 35 percent
• Global Listening across 11 conversion of demoters to
languages and all Business Units promoters
• Monitoring 25,000 conversations • Negative sentiment on FB wall
about Dell each day
from 27 % to 13 % in few months
• What does it give us?
• Intelligence across the business
• Actionable insights
• Incident monitoring
• Knowledge about our customers
Global Marketing

13. Empowering employees: Social Media &
Community University
Policy
Principles
Governance
Training & tools
13 Confidential Global Marketing

14. Customers in
need are critical
opportunities
Social Media
gives them voice
& you…
Opportunities
14 Global Marketing

15. Front Runner or Big Brother?
Global Marketing

16. Crisis time is too late to build the footprint
Global Marketing

17. Addressing future
crisis is all about
having a plan
and engaging
continually with
our customer
base
Global Marketing

18. Make Sure You Can Answer
These Questions…
Where do your customers and prospects spend time online?
What are they saying about your brand, products, industry
and competitors?
Who are the digital influencers in your industry?
How would you learn about a crisis that is developing online?
How quickly would you be alerted?
How would you rapidly communicate with your customers if a
crisis escalated online?
18 Global Marketing

19. Thank you!
Julie Rosendal, PR & Communications Manager, Dell Denmark
@julieratDell
#SMWcommsDell
Global Marketing