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Karen Quintos, Dell CMO, and Adam Brown, Dell Executive Director SMaC, present Winning in the Social Media Space at the Radian6 Conference, April 2011.
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Global Marketing 5 Confidential
We are all pioneers
Global Marketing 2 Confidential 4/1/2011 Listen. Engage. Act.
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VIDEO #1
Global Marketing 5 Confidential
We are all pioneers
Global Marketing 6 Confidential
We wear a lot of different hats
Global Marketing 7 Confidential
Demonstrable ROI is the new norm
So, how did we get here?
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Global Marketing
One of the first to launch online
discussion forums
First company to hit $1M a day in online revenue
One of the first companies to launch
online support
First to sell complex configurable items
Dell’s Heritage
Global Marketing
Four years of experiments and experience
Blog outreach expands beyond tech support
Blog outreach expands beyond tech support
Ratings and reviews on Dell.com
Direct2Dell launched
Michael Dell Asks
IdeaStorm launched
Dell joins Twitter Dell launches EmployeeStorm
Michael Dell quote in Business Week
Dell aligns organization for success
Twitter expanded
Accepted solutions launched on community
Dell Outlet achieves $0.5M in sales via Twitter Small Business blog launched
Inside IT launched
Channel Blog launched
Dell Organizes
Deployment
$2M+ Sales via Twitter
Dell TechCenter
Global Twitter revenues of $6.5 M
China Micro-Blogging
Huffington Post Blog
StudioDell launched
DellShares launched
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2006 2007 2008 2009 2010 2011
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Dell opens the social media listening and command center
to aggregate, monitor and report on social media conversations around
the world
Dell named #1 most social brand in ranking of 100
top brands
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Global Marketing
The road forward
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Global Marketing
35 hours of video are uploaded to YouTube every minute
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300,000+ new users join Twitter every day
11.5% of the world’s population is now on Facebook (51% of U.S. pop)
300 million users log into Facebook every day (about half of all users)
The average US home will have 5 to 10 web-enabled devices by 2014
The average teenager spends 26 minutes a day on Facebook alone
50% of TV viewers around the world watch Internet TV every week
30,000,000,000 number of items shared by Facebook users every month
Global Marketing
It all starts with listening.
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Global Marketing 14
25,000
Global Marketing
It’s about taking action on those conversations, engaging in them. 15
Global Marketing 16
Thru the eyes of our audience…
Our home page is not dell.com, it is google.com
Global Marketing 17
Thru the eyes of our audience…
Our home page is not dell.com, it is google.com & youtube.com & twitter.com & qq.com & renren.com & facebook.com & linkedin.com…
Global Marketing
Social Media & Community At Dell…
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Dell.com
Our Communities
External Communities
Ratings & Reviews Voice of the Customer Syndicated Content
Support Forums TechCenter Direct2Dell
Facebook Twitter LinkedIn YouTube Blogs
Global Marketing
If you don’t have effective & efficient ways of dealing with social media interactions…
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Authenticity.
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Authenticity. Genuineness.
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Authenticity. Genuineness.
Dialogue.
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Empower the subject-matter experts in your organization
Global Marketing
1. Protect Information
2. Be Transparent and Disclose
3. Follow the Law, Follow the Code of Conduct
4. Be Responsible
5. Be Nice, Have Fun and Connect
The Five Principles
Global Marketing 27
Product Group
Marketing Services Solutions
Online Sales Customer
Service Comms PR & HR
QUALITY DEMAND CREDIBILITY CONVERSION CYCLE TIME RESOLUTION LOYALTY
REPUTATION
Social Media Across the Fabric…
INNOVATION THOUGHT LEADERSHIP
Global Marketing
Leverage social media to drive various business functions…
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Product Development
• Feedback Loop • Early Warning • New Product Ideation
Marketing
• Demand Forecast • Lead Generation • Message Reach
Online Presence
• Ratings & Reviews • Communities • Customer Stories
Sales
• Collaboration • Thought Leadership • Blogs
Customer Service
• Listening • Support Widgets • Outreach
Communication
• Rich Media • Brand Reputation • Influence • Reputation
Global Marketing
Leverage social media to drive various business functions…
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Product Development
• Feedback Loop • Early Warning • New Product Ideation
Marketing
• Demand Forecast • Lead Generation • Message Reach
Online Presence
• Ratings & Reviews • Communities • Customer Stories
Sales
• Collaboration • Thought Leadership • Blogs
Customer Service
• Listening • Support Widgets • Outreach
Communication
• Rich Media • Brand Reputation • Influence • Reputation
Global Marketing
Leverage social media to drive various business functions…
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Product Development
• Feedback Loop • Early Warning • New Product Ideation
Marketing
• Demand Forecast • Lead Generation • Message Reach
Online Presence
• Ratings & Reviews • Communities • Customer Stories
Sales
• Collaboration • Thought Leadership • Blogs
Customer Service
• Listening • Support Widgets • Outreach
Communication
• Rich Media • Brand Reputation • Influence • Reputation
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VIDEO #2
Global Marketing 33
Global Marketing
Takeaways for today…
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Fish where the fish are…
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Be a storyteller
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Global Marketing
Traditional campaign tactics won’t work in social media
37 Confidential 4/1/2011
Global Marketing
Experts will become our best marketers (inside and out)
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The power to do more
Thank you [email protected]
Executive Director, Social Media @adamcb
[email protected] CMO & SVP
@KarenDellCMO
