Dell swarm adtech_june2011

Leveraging Group Buying with Dell Swarm

17th June 2011

Damien CummingsOnline & Social Media Director

CSMB Online & Social Media

We revolutionizedthe industry once, andwe’ll doit again

One of the firstto launch online

discussion forums

First company tohit $1M a day inonline revenue

One of the first companies to launch online

support

First to sell complex configurable items


Dell Online TodayOnline:

Dell.com + Premier + Global Portal + B2B + Channel Portal + eSupport + Community

An online orderis placed

every 2 seconds

$10Bonline revenue

34 languages supported

Googled 1M times per day

58KChannel partnersonline

150M online resolutionsvia eSupport per day

170M visitsto community properties

190kPremier pages

725K B2Btransactions per year

166 countries

13Bpage views in FY’09

1Bvisits per year to

Dell.com

CSMB Online & Social Media 4

Dell’s Social Media and Community Journey


Consumer

Early AdopterSMBLE

Public

1995 2006 2007 2008 2009 2010

Social RelationshipsUsers find each

other online

Social FunctionalityUsers interact innew ways online

Social ColonizationSocial not limitedto “social sites”

IndustryEvolution1

Strong brands, but nearly 90% YoY traffic decline

2K ideas in first 2 weeks

Moved to segment-specific blogs

1.3M Followers on Twitter today; $6.5M revenue

Premier, Health Storms launched

10K+ ‘accepted solutions’

Shown to improve conversion by as much as

176%

Recent implemented ideas include backlit keyboards,

Linux OS

7 core blogs, 100+ contributors, 4-5 posts/week

Decreased ability to respond due to resourcing

1 Forrester, “Future of Social Web” * Data as of October 2009

SocialNetwork Platforms

GlobalOffsite Properties

IdeaStorm

Blogs

Forums

Blogosphere Outreach

Ratings & Reviews

Dell’s Social Media Heritage


Dell’s Social Media Marketing & CommercialStrategy

CSMB Online & Social Media7

4 Steps To Social Media Leadership

Dell.comDell Swarm

Best Practice: Best Practice: Best Practice: Best Practice:

1 2 3 4Online Video & Viral Marketing:New Product Launch& Key Brand Campaigns

Social Commerce: Including Dell.com Improvements & Dell Swarm Group Buying

Social Media Training for all Employees

Build Fans & FollowersThrough Social Networks

Content & Listening:SNSBlogs & Twitter

CSMB Online & Social Media8

Social Commerce & Group Buying


Social Commerce Models

9

• Group Buy

• Big discounts (50%+)

• All about coupon redemption.

• Drives foot traffic and site visits.

• Auction

• Inherently social

• Rating & Review driven

• Community rules

• Facebook e-commerce (F-Commerce)

• Pulls personal data from your Facebook profile

• Knows your birthday

• Suggests gifts based on personal data


Group Buying For Small & Big Business

10

The Good

• Drives foot traffic and site visits.

The Bad

• One-off nature of Groupons.

• “Strip mining” of small business.

And For Big Business?

• Margin, customer engagement and longevity are all concerns.


Social Commerce: Group Buying via the Dell Swarm brand


Dell Swarm Platform Positioning

Dell.com

• Premium, New and Full Range of Products

• Customisation & everything you’d expect of Dell.com

Purchase, Delivery and Help all leverage Dell.com platform

Dell Swarm

• Group Buy• Focus: S&P and End-of-life• Large discount expectation• Social, WOM and Buzz generation• Upsell/traffic drive to Dell.com


Dell Swarm in Australia

1hr 11min10hr 5min2hr 23min 33min 22min19hrs 12minSold Out Sold OutSold OutSold OutSold OutSold Out

Success due to a number of factors:- Business Partners able to

offer steep discounts- Affiliate Marketing partners- Growing WOM (now 50% of

traffic), +19% more likely to Buy than average

- Simplified Discount approach (modeled on Groupon)


Next Steps for Dell Swarm

Geo Expansion Partnerships

Mobile & Social

Integration

Now:- Singapore & Malaysia,

Australia, UK & Brazil.

Coming Soon:- The World!


Twitter:@DellOutlet1,570,397 followers$5m+ revenue


Questions? Damien Cummings

Online & Social Media Director

Email: [email protected]

@damiencummings

http://www.linkedin.com/in/damiencummings

Blog: “Digital Future” http://www.digitalfuture.asia

mailto:[email protected]



http://www.digitalfuture.asia/

http://www.digitalfuture.asia/