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Presentation by Dell's Manish Mehta at Marketing 2.0 Conference in Paris on March 22 - 23 discussing how to scale social media while maintaining intimacy.
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Intimacy and Scale: Using Social Media to Manage Your Brand
Manish Mehta, Vice President, Social Media and Community
Marketing 2 Conference, Paris – March 22, 2010
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History
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Fundamentals
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Enabling Scale thru Technology
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Conversations
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The pinnacle of mass media:
Intimate to watch …
… produced on huge scale
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Extensive reach
… but no real connections or interactions
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Over time, more sophisticated smarter & appealing
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Soon, a television in every room, a station for everyone, advertising for all.
Scale not intimate …
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THE CONNECTED EFFECT
Short Attention SpanMedia Overload
Proactive AvoidanceAversion To Intrusion
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Along comes the interactive Web.
Fragmented targets,interactive & engaging, more choice, more niches than broadcast
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Users begin engaging with content, sharing links, moving around, connecting widely across the web.
Scalable, right?
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Think in clusters.
Conversation clusters can scale.
Find the clusters that matter to your business.
You can create remarkable intimacy if you engage in relevant conversations that matter.
Product quality & suggestions
Customer Support
Purchase decisions
Marketing
Sustainability, green products
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Criteria For Scaling Success
• Listen
• Value what you hear
• Segment (cluster)
• Areas of expertise (cluster)
• Open to continuous improvement
• Enable and empower your people
• Trust them
• Provide tools to do the job
• People connect with people
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Inside an Enterprise
• Empower Heroes
• Create a hub & spoke governance model
• Embed across the fabric of the Enterprise
• Find passionate clusters
• Tops down support
Scalable
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Scalable?
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Scaling is an evolution.
Business fundamentals do not change.
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Fundamentals
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Enabling Scale thru Technology
Journey back in time …
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The Neighborhood BusinessGreat Business Fundamentals• Think back 50+ years ago
• What made the best small businesses thrive?
• Think about your favorite family restaurant – local to where you lived and grew up
• What practical and pragmatic approaches did they take to satisfy and build loyal customers?
• Can we achieve the same customer intimacy and success today?
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Business Best Practices to Build Brand Intimacy
Neighborhood Web-Enabled
Convenience
Great Product & ExperienceRecognition, Personal Service, Attention
Thank you & Appreciation
Listening & Conversations
Suggestions & Action
Comfort of home , anywhere elseBroad product choices, experience CRM, tracking history, personalized
Surprise & delight fans
Interactions: expert answers, ratings reviews
Ideas, voted by crowd, response
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Convenience
More convenient every day to more people in more ways
More welcoming?Feel special?
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Products & Services
Richly showcase products; can also be powerfully “efficient & effective”
Deliver delightful and personal service?
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Recognize & Personalize
Recognize returning visitors, offer recommendations based on behavior
Good at context –adjust our approach?
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Thank You & Appreciation
Acknowledgement, follow-up emails, coupons and offers
Surprise and delight? Turn promoters into ravers?
Start simple
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Listening and Conversations
Web conversations (forums, blogs, social networks). Ratings & reviews
Actively listening & responding?
Everywhere?
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Suggestions & Action
Online feedback and surveys
Ask for ideas? Take timely action?
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Business grew and succeeded based on word of mouth
… and they still do …
… more so with the social Web
Conversations matter …
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Applying these lessons to any business or brand of any size, to any channel, including online… and we learn the fundamentals don’t change.
… intimacy has value and brings a brand to life
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Lessons Learned
• At Dell: We’re learning and engaging daily to build a better business
• Connect directly with customers … like the neighborhood restaurant
• Many opportunities to thank, appreciate and delight
• Listen and respond, bring the experience with the brand to life
• Welcome suggestions, focus on business and customer value
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Being Human
Successful Neighborhood
Business
Social Web
Biz
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It’s not about shiny objects
It’s about pragmatic approaches that the best businesses take to continuously improve
Smart business fundamentals never change
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Fundamentals
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Enabling Scale thru Technology
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Connecting Around the Web
www.dell.com
www.dell.com/conversations
www.direct2dell.com
www.dell.com/twitter
http://www.slideshare.net/dell_inc
http://www.youtube.com/user/DellVlog
http://www.flickr.com/photos/dellphotos/
http://www.facebook.com/dell
Thank You
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Slide 2: http://www.flickr.com/photos/chavals/3045853162/ Slide 5: http://www.hdtvonthedish.com/Images/645px-Family_Watching_TV_in_the_1950s.jpgSlide 6: http://farm1.static.flickr.com/204/517780061_f67004efd4.jpg?v=0Slide 7: http://mediaxstream.tv/wp-content/uploads/2009/04/istock_000006091595xsmall.jpgFridge: http://taxine.com/fullerspicer/tds_furness.jpgChannel:http://4.bp.blogspot.com/_RHZ80ROtQ6k/SeWK8Vl79MI/AAAAAAAADUM/jIgFJV1QaI8/s400/ChanelNo22a.jpgSlide 8: http://retrothing.typepad.com/photos/uncategorized/2008/06/23/consumerreports.jpgSlide 11 and 12: http://datamining.typepad.com/gallery/blog-map-gallery.htmlSlide 19: http://www.flickr.com/photos/lawatt/2668593958/; http://www.flickr.com/photos/calhobbes74/2115741812Slide 21: www.themeadteagardens.co.uk/Slide 22: http://www.flickr.com/photos/yeungkeefu/218541818 Slide 24: http://img.dailymail.co.uk/i/pix/2008/03_01/smileDM0403_468x484.jpgSlide 25: http://www.cherylmouchette.com/images/handshake.jpgSlide 26: www.chapelhillmemories.com/cat/8/118Slide 27: http://images.easyart.com/i/prints/rw/en_easyart/lg/8/7/Couple-enjoy-a-cuddle-on-a-park-bench-MirrorPix-87883.jpgSlide 28: http://farm3.static.flickr.com/2201/2089058279_19e60328a4.jpgSlide 29: http://www.gettyimages.com/detail/10091911/The-Image-BankSlide 30: www.nycgovparks.org/.../restaurant.html Slide 34: http://farm1.static.flickr.com/163/343982934_5610d4fddf.jpg?v=0