Going Where Our Customers Are

Richard Margetic

Director, Global Social Media

Global Marketing

Our journey

Global Marketing

January 2008Dell aligns organization

for success

Dell’s 6 Year Journey

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 2010

Social Media Command

Center Launch

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Global Marketing4

Listen, Engage, Act

CUSTOMER NEEDS HAVE SUGGESTIONS BRAND REPUTATION

Customer

Listen to customer conversations across the web to address…

Customer Service & Fulfillment

Product Group & Professional

ServicesCommunications Marketing & Online Sales

Give the company bigger ears , be willing to take action and drive (top to bottom)

Tech and Care SupportSales Assistance

Storm Sessions / Idea StormSubject Matter Experts

Thank / Surprise / Delight PromotersEngage w DemotersBrand Ambassadors

Social MediaPlaybook

InsightsSupport Influence Marcom NPS

LISTENING

Radian 6(Blogs, Facebook,

Twitter, etc.)Ratings and

reviews

Screen share

Improve social outreach• Better customer

support• Track sentiment• Convert ranters to

ravers• Drive high repeat

purchases

Identify promoters• Thank promoters,

influencers directly• Improve customer

loyalty and advocacy

Improve products• Incorporate

feedback into product group• Cost avoidance• Product

development lifecycle improvement• Usage models

Grow earned media• Optimize ODG

vehicles• Build traffic to

Dell.com• Improve SEO• UGC• Improve campaign

effectiveness

Improve sentiment• Identify 22k daily

conversations within NPS categories• Track real-time NPS

with actionable insights

BENEFITS

Chat, sales Q’s

Q&A

Improves brand health | Drives high revenue | Improves CSAT and loyalty | Monitor competition

OUTCOMES

Listening has a major impact on nearly every aspect of Dell’s operation, from marketing to product development. Here’s a look at how listening is woven throughout the enterprise with the various components scaled to show how much data they contribute to the listening operation.

Big picture social listening

Global Marketing

Who, What, Where

Who Listening to who’s talking tells you who your advocates are, your influencers, your ranters and your ravers. This forms the basis of all relationship marketing

What What users are talking about gives you your marketing keywords, conversations, messaging points, identifies customer pain points, impacts search results. This is the basis of content marketing.

Where Where customers are talking tells you which platforms you need to create a presence in, market to, amplify messages in and where to put your ad dollars

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Relationship Marketing

Content Marketing

Paid Marketing

Global Marketing

Robust Communities• Social is about

more than listening, it’s about building relationships

• Robust communities form around shared interests, value-add content and engaging conversations

• Platform functionality and culture help define relationships and community strategy

Global Marketing

Global Marketing

Global Marketing

Where in the world…

There are more people online in China than the next three countries combined.

Yet, they don’t even make the top 50 countries of Internet penetration. Only 26% of their population today is online.

Top three countries:Iceland 97.8%

Norway 97.2%

Sweden 92.9%

Thank you

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