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Global Marketing
Social media: Gasoline or water during a crisis?
Julie Rosendal, PR & Communications Manager, Dell Denmark
@julieratDell
#SMWcommsDell
Global Marketing
Crisis Communications 101
Crises happen explosively but are resolved incrementally
Global Marketing
Crisis Communications 101
A crisis requires: • Prompt, incremental
response
• Quickly-defined roles and responsibilities
Global Marketing
Historically, a company has been able to direct the conversation and messaging around a crisis. Not anymore…
Global Marketing
Social media allows the audience to direct the story
Global Marketing
Comparing crises
Then 1989 Oil Spill
Reputation management efforts limited primarily to broadcast and print media
Now 2010 Oil Spill
Estimated 4x oil spilled
Brand hijacked via social media
Lack of social media preparedness
Misalignment: advertising and reality
Unfortunately for ExxonMobil it returned to media spotlight 21 years after its crisis
Global Marketing
Journalists consult blogs for story ideas, angles and insights: Over 75% of reporters see blogs as helpful in giving them story ideas, story angles and insight into the tone of an issue 70% of reporters check a blog list on a regular basis 21% of reporters spend over an hour per day reading blogs 57% of reporters read blogs at least two to three times a week
Journalists are getting more savvy, not only utilizing social media, but as participants: 16% have their own social networking page 48% say they are “lurkers” – in that they read but rarely comment on blogs
4 out of 5 journalists say they read blogs at least two to three times a week Almost 30% have their own blog
Brodeur and MarketWire
Journalists are Using Social Media
7
Global Marketing 8
Social media: Gasoline or water during a crisis
Global Marketing
“The social web amplifies our opportunity to listen and learn and invest ourselves in two-way dialogue, enabling us to become a better company with more to offer the people who depend on us.”
– Michael Dell
January 2008 Dell aligns organization for success
August 2006 Blog outreach expanded beyond tech Support
December 2006 Ratings and reviews launched on Dell.com
July 2006 Direct2Dell launched Today
Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese.
February 2006 Michael Dell asked 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 joined Twitter
EmployeeStorm launched Internal Blogs Launched for Employees.
October 2007 Michael Dell quoted 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 achieved $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 into four customer focused business units
2009
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 Twitter revenues of $6.5 M
December 2009 Huffington Post Blog
March 2010 Dell joins Sina Weibo in China
2006 2007 2008 2010
Social Media & Community University (SMaC U) launched
2011
Altimeter recognized Dell
with “Open Leadership Award for Innovation and
Execution”
5,000 team members trained by end of year
B2B pages on Facebook
Dell named the No. 1 most social brand
6 Awards for the Social Media Listening Command Center
June 2010 CAP Days launched In-person events for vocal online customers
December 2010 Social Media
Listening Command
Center launched
Over six years of social media experience
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Global Marketing
Listen, Learn, Engage & Act
Dell’s Social Media Listening Command Center 25,000 posts a day
Global Marketing
• Social Outreach Service (SOS): • @DellCares team engaging 1,000+
customers per week • Positive impact on customer
satisfaction: 35 percent conversion of demoters to promoters
• Negative sentiment on FB wall from 27 % to 13 % in few months
• Listening Command Center: • Accountable for the timely and
accurate resolution and public response for high severity issues
• Global Listening across 11 languages and all Business Units
• Monitoring 25,000 conversations about Dell each day
• What does it give us? • Intelligence across the business • Actionable insights • Incident monitoring • Knowledge about our customers
Social media listening
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Empowering employees: Social Media & Community University
Confidential
Policy
Principles
Governance
Training & tools
Global Marketing
Customers in need are critical opportunities Social Media gives them voice & you… Opportunities
14
Global Marketing
Front Runner or Big Brother?
Global Marketing
Crisis time is too late to build the footprint
Global Marketing
Addressing future crisis is all about having a plan and engaging continually with our customer base
Global Marketing
Make Sure You Can Answer These Questions…
18
Where do your customers and prospects spend time online?
What are they saying about your brand, products, industry and competitors?
Who are the digital influencers in your industry?
How would you learn about a crisis that is developing online? How quickly would you be alerted?
How would you rapidly communicate with your customers if a crisis escalated online?
Global Marketing
Thank you!
Julie Rosendal, PR & Communications Manager, Dell Denmark
@julieratDell
#SMWcommsDell
