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Giovanni Tavani, Social Media & Communities Senior Manager EMEA, Dell, talks about Enabling Social Customer Experience - How did Dell become recognized as a global leader in the social aspect of business? How do you enable social customer experience? This was a presentation he conducted at the Building Social Business event in London on Oct. 10th, 2012.
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Dell
Social Media Outreach & Online Solutions
Giovanni Tavani,
Teleperformance: Building Social Business, London 10th of October 2012.
Global Marketing
January
2008 Dell aligns
organization
for success
6 years: Social media strengthening direct customer connections:
August 2006
Blog outreach
expands beyond
tech Support
December 2006
Ratings and
reviews on
Dell.com
July 2006
Direct2Dell launched Today Direct2Dell exists in
English, Spanish, Norwegian,
Japanese and Chinese.
February 2006
Michael Dell Asks Why don’t we reach out and help bloggers
with tech support issues?
January 2007
StudioDell launched Dell’s video and podcast site,
with helpful tips and tricks.
Eventually expanding this into
the YouTube channel making
sharing easier.
February 2007
IdeaStorm Launched A voting based site allowing
customers and others to submit
ideas for Dell.
June 2007
Dell joins Twitter
Dell launches
EmployeeStorm Internal Blogs Launched
for Employees.
October 2007
Michael Dell quote in Business Week In response to Jeff Jarvis question around whether
companies want to be part of the online
conversation: ”My argument is you absolutely do.
You can learn from them. You can improve your
reaction time. And you can be a better company
by listening and being involved in that
conversation.”
November 2007
DellShares launched The first investor relations blog by
a public company.
March 2008
Accepted Solutions
launched on
Community Dell France begins Online
Community Outreach
May 2008
Dell Outlet achieves
$0.5M in sales via Twitter
April 2008
Inside IT launched Blog focused on business
customers, and Cloud
Computing.
June 2008
Channel blog
launched
January 2009 Dell Organizes in to
4 customer focused
business units
Spring 2009 Members of Community
and Conversations
deployed within each of
the new Dell Business
units
June 2009
$2M+ Sales
via Twitter
2009
Dell TechCenter
June 2009
Global
revenues
of $6.5 M
March 2010
Dell join Sina
Weibo in
China
2006 2007 2008 2009 2010 2011
Altimeter recognizes Dell
with “Open Leadership Award for Innovation and
Execution”
Social Media & Communities University Launched 5,000 team members trained by end of year
B2B pages on
Dell named #1 most social brand
6 Awards for Social Media Command Center
June 2010 CAP Days Launched In-person events for vocal online customers
December 2010 Social Media Command
Center Launch
2
December 2010
EMEA launches in 11
languages across all
main SMaC platforms
Global Marketing
Listening: The Heart of our Social Strategy
Listen, Learn, Engage & Act
in 2006: 4000 discussions/day Today: 25,000 ! 3
Global Marketing 4 Graphic thanks to @Gapingvoid
Where to find you
Share with others how & why you have great products/services
Conversations are conversations
not
Business segments
Global CSMB
Social Media Engagement Model
Confidential 5
LISTENING
“Here’s what we should talk about”
CONTENT DEVELOPMENT
Here’s what we are sharing…”
ENGAGEMENT “Here’s how we are
engaging, & responding…”
MEASURING “Here’s which
content is driving engagement…”
Battery
Gift
Flip
Convertible Consumption vs Creation
Dell Tablet Review
Video Surface Win8
Tablet iPad Alternative
Design
Q1 QTD QTD Week1 Week2 Week3 Week4 FM01 Week5 Week6 Week7 Week8 FM02
Act 3,560 4,569 4,102 4,171 4,259 4,330 4,330 4,407 4,488 4,569 4,569
Fcst 28.3% 4,431 4,078 4,127 4,179 4,236 4,236 4,296 4,359 4,431 4,431
Act / plan 103% 101% 101% 102% 102% 102% 103% 103% 103% 103%
Act 704 548 73 69 88 79 309 77 82 81 240
Fcst -22.1% 401 49 49 53 56 206 60 64 71 195
Act / plan 137% 150% 141% 167% 141% 150% 128% 128% 114% 123%
Q1 QTD QTD Week1 Week2 Week3 Week4 FM01 Week5 Week6 Week7 Week8 FM02
Act 0.07% 0.05% 0.15% 0.05% 0.02% 0.05% 0.07% 0.04% 0.03% 0.02% 0.03%
Fcst -28.6% 0.09% 0.09% 0.09% 0.09% 0.09% 0.09% 0.09% 0.09% 0.09% 0.09%
Act / plan 58% 171% 55% 21% 53% 75% 41% 37% 22% 33%
Act 277 172 74 24 9 23 131 17 15 9 41
Fcst -38.1% 364 46 51 51 52 201 53 54 56 163
Act / L4W 47% 160% 48% 18% 43% 65% 32% 28% 16% 25%
Act 0.17% 0.13% 0.20% 0.17% 0.09% 0.12% 0.15% 0.12% 0.11% 0.08% 0.10%
Fcst -24.7% 0.20% 0.20% 0.20% 0.20% 0.20% 0.20% 0.20% 0.20% 0.20% 0.20%
Act / plan 63% 98% 84% 45% 62% 73% 59% 56% 39% 51%
Act 335 156 34 29 14 20 97 22 20 17 59
Fcst -53.4% 306 41 42 42 44 125 45 46 46 137
Act / L4W 51% 83% 70% 33% 45% 78% 49% 44% 37% 43%
Q1 QTD QTD Week1 Week2 Week3 Week4 FM01 Week5 Week6 Week7 Week8 FM02
Act 113,768 71,854 13,677 9,417 8,087 9,283 40,464 8,844 8,923 13,624 31,390
Fcst -36.8% 83,173 11,418 11,555 11,702 11,859 46,535 12,027 12,206 12,405 36,639
Act / plan 86% 120% 81% 69% 78% 87% 74% 73% 110% 86%
Act 896 704 103 94 91 84 372 107 112 113 332
Fcst -21.4% 888 120 122 124 127 494 129 131 134 394
Act / plan 79% 86% 77% 73% 66% 75% 83% 85% 84% 84%
Weekly Total Reach
SOCIAL MEDIA
Fans metrics
Fans since inception (k)
New Fans (k)
Revenue share
Conversion Metrics
Conversion %
Engagement Metrics
People Talking (k)
Revenue $
Number of orders
Radian6 Engagement Console
EXPECTED OUTCOMES
Sentiment
increases across key SM platforms
Engagementincreases, even with reduction of paid
Attributable sales/clicks increase
+
Global Marketing
Online lifecycle: Integrate where customer & business value are realized, across all business functions
Product Development
• Feedback Loop • Early Warning • New Product
Ideation
Marketing
• Demand Forecast
• 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
Empower Employees: Social Media & Community University
Principles
Policy
Governance
Training & tools
Global Marketing 9
Listening is an ongoing commitment
Our Command Center is the way: making for meaningful, measurable business actions
Global Marketing 10 Confidential
Social Media Outreach Team (aka SOS)
Our net-culture approach : Offer the best customer experience on social medias and forums!
Listen
• Discussions on Dell products and solutions
• Focus on Dell property platforms but be present on all forums!
• Focus on customers queries and comments
Engage
• Direct contact
• Build a relation of trust
• Discuss with customers and network with influencers
Solve
• Give real and useful answers to customers
• Offer information on our products, services and solutions
• Turn negative into positive!
Global Marketing DELL Confidential
11
Customer Journey
• Net Promoter Score is much higher when customer is solved online vs. offline
• 30% of customers will go offline in general
• 70% of customers will try online • 78% are solved online • 98% are satisfied about their
online experience with Dell
Global Marketing
Customers in need are critical opportunities Social Media gives them voice & you… Opportunities
12
Global Marketing
1°Publication of « Astuces du Jour »
36 « likers » et 45 comments
Reaction from « Astuces du Jour »
43 « likers » and 12 comments
« likers » engage into a discussion with us on how to remove IE9!
Global Marketing
• 184 Million • Total social/traditional/in-person reach of
across all activations
Dell Confidential 14
• Blogger Outreach • Influencer Relations • Seeding & Reviews • Direct2Dell and One Dell Way
blog posts
Social Marketing • Social conversation calendar • Amplification via Paid Social Media • XPS Marks the Spot game on
Facebook • Combined efforts drove:
− 500 posts on Twitter with a reach of over 350K
− Facebook reach of 181.4M with 9,000 engaged users
− Videos produced post-event have generated over 5,000 views
• Touch & Feel via Ultrabook Experience booths in busy London locations • XPS Hunt, challenge to find Dell-branded supercars through clues tweeted via @dellhomeuk; entrants asked tweet a photo of themselves with a reason they liked the XPS 13 in return for a chance to win one of three XPS 13 systems. Generated 145 entires
XPS 13 Launch 360 Activation
• 500 • Hands-on Interactions with the XPS 13 across
all activities
Global Marketing
Fans engagement: Positive
Fans rallied around to help each other with clues and posted positive messages about Dell and XPS
Global Marketing
Fans engagement: Beyond Facebook
‘Patrick the nomad’ helped XPS treasure hunters with clues and tips on his YouTube channel
Even Microsoft got in on the action by tweeting about XPS Marks the Spot
Global Marketing
Social Think Tanks: live, real-time dialogue with social industry leaders on tech topics
Confidential 19
• * Listen and connect • with vocal social influencers
online and in person
• * Capture meaningful insights to improve relevancy of Dell products and services
• * 11 events since 2011
Global Marketing
Dell online experience in 2012…
Dell Confidential 20
• 80% known solutions available online
• Target: merge social medias into standard communication channels for customer support
• Guide our customers to discover and share online solutions
• We engage with +3000 customers every week!
• 11 languages in EMEA
• 98% resolve rate
• 40% detractors turned into promoters