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Steve Reeves | Sr. Solutions Architect | Dell Digital Business Services
Segmentation’s Critical Role in Uncovering Insights from Social Data
2 Dell - Restricted - Confidential
A Little about Me…• I’m a Sneakerhead• Live in Maine with my fam
• Dark roast, black, to the top please• Most interesting Twitter follower…
Social Media Services
Dell Digital Business Services
Social Media Services
A Brief History
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10 year history of social media excellence at Dell
August 2006Blog outreach expanded beyond tech Support
March 2008Accepted Solutions launched on Community Dell France begins online community outreach
December 2006Ratings and reviews launched 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?
February 2007IdeaStorm launchedA voting-based site allowing customers and others to submit ideas for Dell
June 2007Dell joins TwitterSells millions in the first year
October 2007Community VIP program launchedDell launches recognition program for our most active community members, with private groups and escalated access
June 2006Dell TechCenter launched
March 2010Dell joins Sina Weibo in China
March 2012Dell and Red Cross launch Digital Operations CenterDell solutions provide the Red Cross with innovative ways to help Americans impacted by disaster
August 2010Social Media & Community University (SMaC U) launched5,000 team members trained by end of year
June 2010CAP Days launched In-person events for vocal online customers
December 2010Social Media Listening Command Center launched
June 2007EmployeeStorm launchedIdeaStorm for employees
August 2009Swarm Canada launchesGroup buying program goes live in Canada
May 2009Swarm launches Group buying program goes live, in Singapore
Feb 2009Social Innovation CompetitionBuilt on IdeaStorm rewarding global social innovation
July 2011Michael Dell joins Google+Jumps to #50 in followers, holds first Dell Hangout
July 2010Michael Dell on Dell ChatterRolls out company wide
July 2011Dell launches global G+ site
Feb 2012Dell joins Pinterest
October 2012Dell launches Subject Matter Expert social media program
January 2013Dell Launches Social Net AdvocacyReal-time social sentiment tool
December 2012Dell launches Social Media Services Group
January 2011Think Tank program launched
October 2011Dell launches phase two of VIP programBrings enhanced advocacy relationship to our most passionate community members
October 2009Dell joins Renren
September 2008Dell launches YammerFirst enterprisesocial network
October 2009SMaC organization launchedCross-functional central organization
January 2010Social Outreach Services team formed@DellCares launched three months later
2006 2007 2008 2009 2010 2011 20132012
March 20141000th MilestoneSocial Media Command Center tours reached 1,000 with slightly >50% being external visitors
2014
August 2013Dell launches Internal Social Media Executive Program
November 2014$1 Millionth MilestoneDell Social Media Services lands its first contract to exceed $1M
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How Dell uses social media: 69% y/y sales increase via social media at Dell
Product development
18,000new customer ideas
Marketing
183% increase in traffic to Dell.com
Talent acquisition
40,000 fans for the Americas Careers at Dell Facebook
Sales
69% year-over-year sales increase via social media
Customer service
98% first-time resolution rate on approx. 4,000 issues/week
Communications
45% year-over-year influencer coverage increase at Dell events
7 Confidential Services
Dell - Restricted - Confidential
Comprehensive Digital portfolio
Mobility & UX
• Social Insights & Analytics• Digital marketing• CRM
• Advanced analytics• Social intelligence• ECM/e Commerce• Omni -channel
• Mobility app development
• User experience• Customer Journey
mapping
• Cloud Integration• Cloud Migration,Cloud
App Dev and Managed Services
• Customer facing Webapps
• Digital API
• Business Intelligence• Big Data• Information management• Enterprise / Financial
Performance Management
Digital Applicatio
n Developm
ent
BI and Informatio
n Mgmt
• Digital Process Orchestration(BPM)
• Internet of Things
Digital process
orchestration & IoT
CustomerEngagement
Digital Business Consulting
• Digital Transformation Consulting
• High speed IT
Advanced
Analytics & Omni
commerce
8 Confidential Services
Dell - Restricted - Confidential
These are not the insights you’re looking for
Insights!
Dell Services• Dell - Internal Use - Confidential
Basic Approach
Insights that are truly actionable are seldom if ever found at the surface. Turning social data into intelligence is the result of well thought out, intentional segmentation.
Each of our engagements are rooted in a set of key business questions, assumptions or target outcomes that will drive each program. Because business problems are different across industry verticals and use cases, our engagements are highly customized.Why Clients Choose Us• Well-defined target outcomes • Specific business questions/problems defined• Ability to feed data into marketing stack to drive
campaigns and personalization• Highly accurate and relevant datasets• Well-engineered data segmentations• Repeatable insights reporting and analysis/scoring of
key metrics and development of custom KPIs• Proprietary customer 360 mapping framework
Dell Services• Dell - Internal Use - Confidential
Let’s Start with a Business Question…
“What are some of the key factors that drive laptop purchases for college students when price is the main consideration point?
Dell Services• Dell - Internal Use - Confidential
First, how do we define what’s actionable?
• Ability to initiate a change• Improve a process• Expose a unique or competitive
position• Relevant across the business• Not a vanity metric or top-level
KPI
12 ServicesRoom for text
Answering the business question requires thoughtful segmentation
Consideration
+ unbranded
College Students
IT Decision Makers
Retirees
Millennials
Purchase Intent Recommend Switching
Price Quality
Performance
Durability Speed Value
2nd LevelAudience
1st Level“N Value”
3rd LevelPurchase
path4th Level
Purchase Drivers
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These are not the insights you’re looking for
1st
Level
14 Dell - Restricted - Confidential
2nd
LevelWe’re headed in the right direction
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These are not the insights you’re looking for
3rd Level
Are we there yet?Almost there!
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These are not the insights you’re looking for
4th Level
Are we there yet?
We’ve Arrived
Insights!
17 Dell - Restricted - Confidential
These are not the insights you’re looking for
We’ve Arrived
Insights!
18 Dell - Restricted - Confidential
These are not the insights you’re looking for
So…about those college students
19 Dell - Restricted - Confidential
Top 3 Factors that Drive Purchase Decisions when price is the main consideration point…
#3 #2 #1
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“Companies today with single channel presences, or even vast social presences across all social networks, still doesn't mean it's a social enterprise,” “the ‘enterprise’ extends far beyond marketing.”
Zach Hofer-ShallFormer Forrester Analyst, Current Head of Twitter’s EcosystemLorem ipsum dolor sit amet
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But to build the social enterprise, where social data is leveraged across multiple parts of the business, you must have the proper level of segmentation.
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And it is this process that enables Dell to deliver critical insights to our customers within custom frameworks.
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But most importantly, what does it mean for our customers? • More data-driven decision making• Ability to scale social data across the enterprise• Early indication of behavioral shifts• Augments traditional market research• Drives personalization within marketing technology stack• Integrate social with enterprise data for customer 360
view
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Thank You
