The changing role of social media in customer experience

Allison Dew, Vice President, Global Brand & Consumer Marketing

4th annual Customer Response Summit, Austin, TX, May 9th, 2012

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Marketing:

Powerful, Loud and Every Where

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Web Marketing = Traffic and Clicks

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Meanwhile …

Back at the office

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Meanwhile…

Also back at the office

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Love your product/service

Need help using it

Helping someone else

with your product

Where to find you

Share an idea with you

Share with others how & why you have great products/services

Conversations are conversations

not Business segments

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People using the Web to connect

Different than our Businesses?

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Our journey

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January 2008Dell aligns organization for success

6 years: Social media strengthening direct customer connections:

August 2006Blog outreach expands beyond tech Support

December 2006Ratings and reviews on Dell.com

July 2006Direct2Dell launchedToday Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese.

February 2006Michael Dell AsksWhy don’t we reach out and help bloggers with tech support issues?

January 2007StudioDell launchedDell’s video and podcast site, with helpful tips and tricks. Eventually expanding this into the YouTube channel making sharing easier.

February 2007IdeaStorm LaunchedA voting based site allowing customers and others to submit ideas for Dell.

June 2007Dell joins Twitter

Dell launchesEmployeeStormInternal Blogs Launched for Employees.

October 2007Michael Dell quote in Business WeekIn 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 2007DellShares launchedThe first investor relations blog by a public company.

March 2008Accepted Solutions launched on Community Dell France begins Online Community Outreach

May 2008Dell Outlet achieves $0.5M in sales via Twitter

April 2008Inside IT launchedBlog focused on business customers, and Cloud Computing.

June 2008Channel blog launched

January 2009Dell Organizes in to4 customer focused business units

Spring 2009Members of Community and Conversations deployed within each of the new Dell Business units

June 2009$2M+ Salesvia Twitter

2009Dell TechCenter

June 2009Global Twitter revenues of $6.5 M

December 2009Huffington Post Blog

March 2010Dell 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 Launched5,000 teammembers trained byend of year

B2B pages on Facebook

Dell named #1 most social brand

6 Awards for Social Media Command Center

June 2010CAP Days Launched In-person events for vocal online customers

December 2010Social Media

Command Center Launch

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Stays true to our unique Dell personality

Defines the Dell Difference that customers value

Focuses on customers and their outcomes

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Our brand strategy

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Transformation at Dell: It’s an inter-related puzzle

Dell as Solution

s Provide

r

Brand ------------

Existing & potential

customers

Reputation------------Media.

AnalystsITDMs,

BDMs, Elites

Products & Services-----------

NPS, Cust

Experience,

Quality

Business Performanc

e------------

Investors & Employees

Customer Messages • Enterprise solutions

provider, brand

Customer Experience

• Quality products • Positive CE

Investor Messages

• Solutions provider, Dell transformation

Team Member Messages • Purpose & customer

experience

Stakeholder Messages• Enterprise

solutions provider, Dell transformation

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Lesson 1:Listen, Learn, Engage & Act

6 years ago: 4000 posts/day Today: 25,000 post per day14

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Lesson #2: Integrate where customer & business value are realized, across all business functions

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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Lesson 3: Best Practices and Coherence across different sites

for Different Engagement and Results

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Customers in need are critical opportunities

Social Media gives them voice

& you…Opportunities

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Lesson 4: Empower Employees: Social Media & Community University

Principles

Policy

Governance

Training & tools

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Lesson 5: The quest for a single ROI?

Business Value across the full customer lifecycle

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Lesson 6: Time to rethink our customer connectivity

Working together across the business to be a better business

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Starting Down a New Road

In a Recently Invented Vehicle

Even today, the Infrastructure is evolving

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Improving Social Data’s Usability & Application + Merging with traditional marketing data

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Delivering uniform and actionable data: More value to business functions

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Listening is an ongoing commitment

Application of analytics + modeling: making for meaningful, measurable business actions

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Community Platform

HostedCommunities

SupportAffinity

Ideation

External Network

External Network

Mass Social Media

Collaboration

External Network

Analytics & Insights

Content

User Hub / Social Profile

Heart of a customer centric brandEngaging with customers on their terms

Investments and programs buildListening + community + content enable social lead mining

Rapidly evolving landscape Tools, processes and platforms changing rapidly. Infrastructure still immature.

Cultural change key Focus on training, enablement, customer-connection.

Competitors are innovating Increasing their focus on social

Community experience & social data tie together via social profile & social fabric.

Winning the next digital waveMaintaining our digital leadership requires accelerated focus on social.

Extranets

Sales CAP

Rockstars

Social CRM

Community

The social business

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Thank you