Jeroen M. Verdonk, Marketing Manager, Dell

5

6

EVERY SECOND…

4 BABIES ARE BORN

>4 NEW BROADBANDSUBSCRIBERS

2 NEW BLOGSCREATED

1.4 MILLION SPAM E-MAILS

3.6MOBILE PHONESSOLD

>8 PCs SOLD

10 MINUTES OF VIDEO UPLOADED TO YOUTUBE

2,970GOOGLE SEARCHES

>1 NEW DOMAINREGISTERED

>5 PEOPLE LOG ON FOR THE 1st TIME

11,574TEXT MESSAGES

8 EUROPEANS VISIT AN ONLINE DATING SITE

56 MILLION READERS DAILY

MEET XU JING LEI

MESSENGERMESSENGER

YOUTUBEYOUTUBE

SKYPESKYPE

DIGITALDIGITAL

EMAILEMAIL

TVTV

PHONEPHONE

CDCD

CHANGING GENERATIONS

COMMUNICATING

33%CONTENT

47%COMMERCE

15%

SEARCH

5%

Source: OPA and Nielsen/NetRatings, May 2007

THEIR DOMAIN

SHARE

ENGAGEENGAGEEVANGELIZEEVANGELIZE

TORRENTS

VIDEOMUSIC

PHOTOS

MIX

MASH

DECONSTRUCTDECONSTRUCTPERSONALIZEPERSONALIZERECONSTRUCTRECONSTRUCTBLOG

TAG

RSS

DEL.ICIO.US

MAPS

NETWORK

WIKI

COMMUNITY

THEIR MOTIVATION

THEIR INFLUENCE

Business New Website

Celebrity Endorsements

Family/Friends

Videocast

Social Networking Sites

Ketchum & USC Annenberg Strategic Public Relations Center, Dec-06

NE

W M

ED

IAW

OR

D-O

FM

OU

TH

WE

B S

ITE

S

Age 18-34 Age 35+

Source: eMarketer 2008

66US ADULTS REGULARLY GIVE

ONLINE ADVICE ABOUT PRODUCTS OR SERVICES

THEIR INFLUENCER

MILLION

THE TRADITIONAL MARKETING MODEL IS BEING CHALLENGED... CMOs FORESEE A DAY WHEN IT WILL NO LONGER WORK.

MCKINSEY QUARTERLY, 2005, NUMBER 2

21Source: Maritz Dialogue Marketing Group, March 2007

NETWORK EFFECT

5PRINCIPLES OF PRINCIPLES OF MARKETING IN THE MARKETING IN THE CONNECTED AGECONNECTED AGE

1EVERYTHING EVERYTHING ONLINE, ONLINE,

REAL-TIMEREAL-TIME

DIGITAL DNA

19

FEMALEPREFERS

TECHNO MUSIC

SEARCHING FOR STUDIO APARTMENT

REALITY TV ADDICT

SPENDS 46 MINUTES A DAY ON HYVES

ELLE MAGAZINE SUBSCRIBER

LIVES IN THE CITY

BUYS CLOTHES ONLINEBUT NOT SHOES

OFFLINE ONLINE

HOOKED ON GREY’S ANATOMY

THE FUTURE OF SEARCH

80% of mobile

customersonline

201187% of mobile

customers not online

2007

THE FUTURE OF SEARCH

2LOCATION LOCATION LOCATIONLOCATIONLOCATIONLOCATION

29

30

BRAND TAGS

31

aspartame bad bad coke black

breakfast cancer cocaine coke

crack diet drink fake female fizzy good

gross half ass nasty piss poison

soda suck tasty trendy women

yuck yum

32

Limerick, IE

GOOGLE : GLOBAL, BUT VERY LOCAL

Amsterdam, NL

3MARKET MARKET TO AN TO AN

AUDIENCE AUDIENCE OF OF ONEONE

TO THEIR LIFESTYLES…

TO THEIR PERSONALITIES…

35

TO THEIR NEEDS…

36

TO THEIR CAUSES…

37

TO THEIR FUNDAMENTALS…

38

www.regeneration.org

4DON’T DON’T

TRANSMITTRANSMIT

PARTICIPATEPARTICIPATE

RANK RANK CONSUMER CONSUMER

RECOMMENDATIONS RECOMMENDATIONS AS THE AS THE

MOST MOST CREDIBLE CREDIBLE

FORM OF FORM OF ADVERTISING.ADVERTISING.

-NIELSEN

AWARDS & RATINGS

41

FROM EXPERTS…

42

…AND CUSTOMERS.

43

WWhat is the online community saying about you?

ONLY 11.4% OF THE

FORTUNE 500 IS BLOGGING

5LISTEN

FORUMSBLOGS IDEAS

VIDEOS RSS FEEDS OTHERS

NINE OBSERVATIONS

• Listen, actively. Know that look, but don’t touch is not a successful strategy.

• Think like a customer (again!)

• Understand that social media tools enable real conversations and empower customers.

• When negative issues arise, deal with them head-on as quickly as possible.

• Enter the conversation! Ideasourcing allows the customer to walk your hallways every day. Become their advocate!

NINE OBSERVATIONS

• When one billion new people enter a market in 4-5 years, they change it… get ready for change!

• Never underestimate the value of a sincere “I’m sorry…” or a “thank you” with no strings attached.

• Don’t try to bury the negatives. You can’t.• Remember that real conversations are two-way.

Answer the tough questions, and do so with honesty and transparency

THANK YOU!

CONTACT DETAILS:www.dell.nl/conversationslinkedin.com/in/jeroenverdonkjeroen_verdonk@dell.com