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The History of Social Media at Dell

Presentation on Dell’s Social Media journey from IdeaStorm to the launch of Dell’s Social Media Services, at Social Media Week Copenhagen, February 2013. Learn more about Dell Social Media here: http://dell.to/11DoZIp

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The History of Social Media at Dell

  1. 1. The History of Social Media @DellAnja Monrad, Executive Director Global Marketing@anjamonrad#SMWSMhistoryDellFeedback: http://speakerscore.com/SP621
  2. 2. Power of social media More than ever – a company’s CEO’s predict social media will brand is influenced by what become #2 way to engage with consumers are saying about the customers, pushing past websites and call centers.. (IBM CEO Study 2012) brand 25% of search results How companies 80% of consumers for the world’s top market, sell to and research products 20 largest brands are support their online every week links to user- customers is generated content (2012 Consumer Views of Live changing… Help Online, A Global (Socialnomics, ’09) Perspective, Oracle)2 Confidential 2/19/2013 Global Marketing
  3. 3. Social media is changing our world - 2012”These conversations are going to occur whether you like it or not. Do you want to be part ofthat or not? My argument is you absolutely do.” – Michael Dell“We dont have a choice on whether we DO social media, the question is how well we DO it.” – Erik Qualman, Socialnomics.net 1B 140M+ 187M+ Users on Facebook active Twitter users Professionals on LinkedIn 34,722 every minute of the day 100K every minute of the day 2 new members tweets sent by users “likes” for brands on Facebook per second on LinkedIn 600M 465M+ 3.7B Facebook users accessing via mobile Worldwide IM accounts Twitter accounts 3rd largest 3,600 every minute of the day 48 hrs every minute of the day ”country” in the world New photos shared via Instagram new video uploaded to YouTube Sources: Facebook, Twitter, LinkedIn, www.domo.com/social, www.radicati.com3 Global Marketing
  4. 4. “Engaging in honest, direct conversations with customers and stakeholders is a part of who we are, who we always has been. 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 Dell4 Global Marketing
  5. 5. Dell’s heritage First to sell complex First company to hit $1M a day Leader in online frictionless configurable items in online revenue commerce from order to delivery One of the first to launch online One of the first companies to Early adopter of discussion forums launch online support social media10 Global Marketing
  6. 6. Over six years of social media experience Altimeter March 2008 June 2009 Dell February 2007 recognized Dell Accepted Solutions Global Twitter with “Open namedFebruary 2006 IdeaStorm launched launched on Community revenues of Leadership Award the No. A voting based site allowing for Innovation andMichael 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 socialbloggers 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 FacebookAugust 2006 helpful tips and tricks. Eventually launched within each of expanding this into the YouTube April 2008Blog outreach The first investor the new Dell channel making sharing easier. Inside IT launched June 2010expanded beyond relations blog by a Blog focused on business Business units public company. CAP Days launchedtech Support customers, and Cloud In-person events for vocal Computing. online customers 6 Global Marketing
  7. 7. Recognition for Dell social leadership We’ve received industry recognition for engagement and listening Dell‖ Listening s Command Center Dell‖ Social s Media and won the CeBIT Community Australia Innovation The Bees Awards for Social Media The American Business Award for Customer team won Award for 2011. Marketing. Dell won for Best Use of Service Team of the Year presented to Dell for Presented in May award for best Social CRM Analytic Tools for our Listening the Listening Command Center in June 2011. 2011. Strategy. Command Center. Dell Listening Command Dell‖ Listening Command s Dell Ranked as #1 Social Brand Center wins @PRNews 2011 Center receives Forrester followed by NIKE, Starbucks, Best Buy Digital PR Award for “Best Groundswell Award Presented UK, BBC, Nokia, Amazon, Sony Listening Campaign” and “Best in October 2011. PlayStation, Adidas, Coca-Cola and Website Marketing”. others. Our leadership is regularly cited by authors and is helping customers win awards Red Cross co-won the 2012 Clemson University won Digital PR Team of the Year the 2012 Innovation in from the PR News Digital PR Education Award from the Awards for their social media InnoVision Technology humanitarian and digital Awards for their Social fundraising efforts. Media Listening Center.7 Social Media Services Group Global Marketing
  8. 8. Listen, Learn, Engage & Act Dell’s Social Media Listening Command Center 25,000 posts a day@DellCares team engaging 1,000+ customers per weekPositive impact on customer satisfaction: 35% conversion of demoters to promoters Global Marketing
  9. 9. Customers inneed are criticalopportunitiesSocial Mediagives them voice& you…Opportunities9 Global Marketing
  10. 10. Social media is embedded throughout Dell Listening impacts NPS, OpInc and BrandProduct development Marketing Online presence• Feedback loop • Demand forecast • Ratings and reviews• Early warning • Lead generation • Communities• New product ideation • Message reach • Customer storiesSales Customer service Communication• Collaboration • Listening • Rich media• Thought leadership • Support widgets • Brand reputation• Blogs • Outreach • Influence 10 Global Marketing
  11. 11. Empowering employees: Social Media & CommunityUniversity Policy Principles Governance Training & tools11 Global Marketing
  12. 12. Dell Community Advisory Panel (CAP) DaysIt’s a place to capture feedback and conversation on our business(live)… Global Marketing
  13. 13. Bringing with it challenges of culture vs. adoption• Should I have a • I dont know where to dedicated social start. media team? Skilled Customer • Who are my influencers?• Which social media resources feedback • What do customers say channels would be about us? most relevant for my business? The areas of challenge• How do I manage the • How do I build a inflow of information? training program? Too much Tools and• I cant determine the ROI. information • What tools do I use? processes• I dont know how • Are there any to scale a social standard processes media solution. that I can follow? 13 Global Marketing
  14. 14. Social media services–what do you need?I want to … • build a training program. • know what tools to use. Best Practices • Strategies for specific • find standard processes that I can follow. Seminars corporate & industry needs. • strategize and efficiently drive awareness, demand, • Understand effectiveness of current leads and message reach. initiatives. • know when and how to scale a social media Advisory Service • Establish strategic plan aligned with solution. business goals, culture & ROI. • track business & market intelligence to understand my • Get daily/weekly/monthly reports customers wants and needs. Listening and Gain a deeper understanding of their • utilize analytics to improve customer support, enhance product offerings or inform investor relations Insights Service customers, competitors and industry market needs. for strategy development. • manage the inflow of information. Listening • Benefit from Dells experience building • understand what is being said about my brand and be a listening command center. part of those conversations. Command Center • Discuss best practices for running & Build-outs integrating into their business.14 Global Marketing
  15. 15. • 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 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 journey15 10/9/2012 Global Marketing
  16. 16. Thank you@anjamonrad#SMWSMhistoryDellFeedback: http://speakerscore.com/SP62 Global Marketing