presentation on Dell and Social Media for Webbstrategidagarna 2011 in Stockholm, Sweden

1. Dell & Social Media –listen, engage, learn Stephen Jio - @stephenjatdell Webbstrategidagarna 2011, Stockholm 14 April 2011

2. 2 Dell & Social Media - listen, engage, learn The 3 essential elements to be successful in Social Media Listenconnecting directly with customers Engagebuilding trusted relationships Learnproviding value and opportunity Webbstrategidagarna 2011, Stockholm - 14 April 2011

3. 3 Dell & Social Media - who we are Dell is Global… 110,000 Employees globally 2 Billion Interactions Annually Dell.com in 166 countries and 34 languages Service Team members in 90 countries Webbstrategidagarna 2011, Stockholm - 14 April 2011

4. Dell is Responsible… Perfect score in Corporate Equality Index (6th year in a row) Greenest company in America 2010 (Newsweek) Proud Corporate supporter of (PRODUCT)RED™ 200,000 hours of Volunteer time by Employees 4 Dell & Social Media - who we are Webbstrategidagarna 2011, Stockholm - 14 April 2011

5. Dell is Social… 3,500,000 Community connections 22,000 Conversations every day 100,000 Customer generated reviews $6,500,000 in revenue for Dell Twitter globally 5 Dell & Social Media - who we are Webbstrategidagarna 2011, Stockholm - 14 April 2011

6. 6 Confidential Dell’s Social Landscape

7. 7 Dell & Social Media - listen Listen Webbstrategidagarna 2011, Stockholm - 14 April 2011

8. 8 Dell & Social Media - listen Listen Why we do it What kind of commit it will take from the business Why we do it ourselves How we prepare employees How tools will make listening possible Webbstrategidagarna 2011, Stockholm - 14 April 2011

9. 9 Dell & Social Media – listen: Why Social Media helps Dell in achieving their purpose of: “Delivering technology solutions that enable people everywhere to grow and thrive.” Webbstrategidagarna 2011, Stockholm - 14 April 2011

10. 10 Dell & Social Media – listen: Commit Commit to Social Media Dedicated listeners in our global Listening Command Centre Regional listening teams on the ground in each region Over 10,000 Dell Employees trained to listen (so far!) Webbstrategidagarna 2011, Stockholm - 14 April 2011

11. 11 Dell & Social Media – listen: Ourselves Do it internally Internally done ensures the integrity of the context of the message Allows immediate action or engagement Gives direct feedback to the business unit Webbstrategidagarna 2011, Stockholm - 14 April 2011

12. 12 Dell & Social Media – listen: Employee Focus Train employees Training and certification for listening and engaging Internal social media property, Chatter accessible to every single employee Multitude of employee communities that encourage engagement Webbstrategidagarna 2011, Stockholm - 14 April 2011

13. 13 Dell & Social Media – listen: Tools Use tools Tools help you hone in on subject matter that you want to focus on Tools can filter out noise Some tools can perform intelligence in understanding the tone of the conversation Some tools offer workflow capabilities Webbstrategidagarna 2011, Stockholm - 14 April 2011

14. 14 Dell & Social Media – listen, engage Engage Webbstrategidagarna 2011, Stockholm - 14 April 2011

15. 15 Dell & Social Media – engage Engage When to engage and when not to engage Be consistent in your engagement How different properties require different engagement Escalate using existing tried and true channels Webbstrategidagarna 2011, Stockholm - 14 April 2011

16. 16 Dell & Social Media – engage: When and When Not Engagement Do not use to neutralise or argue a dissenting opinion Let the community respond; trust the community When the conversation is peer to community and not the company Engage if asked a question or to provide greater detail Webbstrategidagarna 2011, Stockholm - 14 April 2011

17. 17 Dell & Social Media – engage: consistent When you do engage Always display total transparency – never mask you identity Be honest, consistent and clear Be prompt, Social Media moves quicker than any other channel of communication Webbstrategidagarna 2011, Stockholm - 14 April 2011

18. 18 Dell & Social Media – engage: Twitter Twitter listening & engaging Listening to social media properties and engaging with customers @dellhomeuk averaging 80 engagements daily Capturing trends on customer behaviour Webbstrategidagarna 2011, Stockholm - 14 April 2011

19. 19 Dell & Social Media – engage: Facebook Facebook listening & engaging Listening to threads and engaging when appropriate Two-way engagement on Facebook Fans are fully engaged with other fans and Dell Webbstrategidagarna 2011, Stockholm - 14 April 2011

20. 20 Dell & Social Media – engage: escalation Support and escalation Dell Cares is a global team: Providing support for Social Media queries across all properties Regional language based teams Provides escalation on issues requiring specific attention Move to existing support channels to ensure process integrity Respond back on social network with closure Webbstrategidagarna 2011, Stockholm - 14 April 2011

21. 21 Dell & Social Media – listen, engage, learn Learn Webbstrategidagarna 2011, Stockholm - 14 April 2011

22. 22 Dell & Social Media – learn Learn Feedback we can use to improve our own process Learn allows us to view opportunities to improve our engagement Utilise the power of the community Leverage Social Media as a vehicle for transactions Webbstrategidagarna 2011, Stockholm - 14 April 2011

23. 23 Dell & Social Media – learn Leveraging Social Media Promote social causes Increase visibility reach for initiatives Help drive sponsorship 17/03/2011 Stockholm

24. 24 Dell & Social Media –learn Voice of the Customer Social Advisor – Tag Cloud Product selector, non-bias Based on customer reviews Transaction on site Webbstrategidagarna 2011, Stockholm - 14 April 2011

25. 25 Dell & Social Media – learn Voice of the Customer Over 100,000 reviews from customers Customers recommend to other customers Webbstrategidagarna 2011, Stockholm - 14 April 2011

26. 26 Dell & Social Media – learn Q&A Community Wiki Users post questions and Community answers Leverage rich community knowledge Dell experts also provide answers Over 3,000 questions so far Webbstrategidagarna 2011, Stockholm - 14 April 2011

27. 27 Dell & Social Media – learn TradeSecrets Sharing best practice between companies Using Twitter keeps it focused Webbstrategidagarna 2011, Stockholm - 14 April 2011

28. 28 Dell & Social Media – learn Viral videos Product launch teasers, interviews, press conferences, customer stories Dell Duo teaser gathered 250,000 views in the first 72 hours – over 650,000 views to date Webbstrategidagarna 2011, Stockholm - 14 April 2011

29. 29 Dell & Social Media – learn Dell Streak across America 9 cities coast to coast Facebook fan page to generate interest and invitations to attend Blogging of journey created on going interest and PR Webbstrategidagarna 2011, Stockholm - 14 April 2011

30. 30 Dell & Social Media – learn Flash mob Introduction of Dell Streak in Australia Published to YouTube it garnered 50,000 views Webbstrategidagarna 2011, Stockholm - 14 April 2011

31. 31 Dell & Social Media – learn MTV EMA – Red Carpet Created a red carpet experience for the audience that included a photo call All images were posted on Facebook fan pages in Europe and the fans were encouraged to tag themselves in the photo and share their experience on the site. Webbstrategidagarna 2011, Stockholm - 14 April 2011

32. 32 Dell & Social Media – learn Twitter Offers – Outlet Sales Exclusive offers 1.5 million followers in the US outlet Significant revenue generated through offers on Twitter. Webbstrategidagarna 2011, Stockholm - 14 April 2011

33. 33 Dell & Social Media – learn Swarm Group buying – on Facebook Unique limited offer Group discounts – get better with when more join Offers close after buying group minimum achieved Launched in Canada, Australia Launching in UK Webbstrategidagarna 2011, Stockholm - 14 April 2011

34. 34 Dell & Social Media – learn Social Competitions Dell Duo – launch campaign Generate interest in Dell Duo Music playlist Win a Duo Webbstrategidagarna 2011, Stockholm - 14 April 2011

35. 35 Dell & Social Media – learn Product and eco-system integration Feature our mobility product set and how they integrate technology with the social media lifestyle Eco-system of our Stage UI which provides a common interface with all Dell products with widgets for social media Webbstrategidagarna 2011, Stockholm - 14 April 2011

36. 36 Dell & Social Media - listen, engage, learn “Engaging in honest, directconversations with customers and stakeholders is a part of who we are, who we’ve always been. 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 Webbstrategidagarna 2011, Stockholm - 14 April 2011

37. 37 Dell & Social Media - listen, engage, learn The 3 essential elements to be successful in Social Media Listenconnecting directly with customers Engagebuilding trusted relationships Learnproviding value and opportunity Webbstrategidagarna 2011, Stockholm - 14 April 2011

38. Thank you! @stephenjatdell - Twitter