Liz Brown Bullock, Director of Social Media and Community, shares how big brands (like Dell) are using social to listen, engage and act with customers to support their marketing efforts and deepen customer relationships. Presentation with University of Texas MBA students October 2012.

1. Social Brands
Liz Bullock, Director Social Media & Marketing
@lizbbullock

2. The world around us is changing
How companies market, sell to and support their customers is changing
Connections between the customer and the expert is happening already
Users spending more time across the web engaging – beyond companies
own website
Customers trust their peers more than anyone else
Traditional methods are not scaling
Companies that get there the fastest will win
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3. The Social Media Revolution
• Video Link: http://www.youtube.com/watch?v=nPYrbSUqr2k
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4. Social Media = opportunity to engage customers
directly around our brand
• Any tool or service that uses Internet to
facilitate conversations
• Words, pictures, video, audio, experiences,
observations, opinions, news and insights
• Connections and collaborations between
friends, peers, and influencers
• The redistribution of influence
• An opportunity and privilege
- Brian Solis, “Engage!”
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5. Social
Media has
reached
Mass
Maturity
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6. SM  B2C & B2B
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7. Five years journey of embedding social to be a better
business December 2006 October 2007 May 2008 June 2009
Dell named #1 most
February 2006 Ratings and Michael Dell quote in Business Week Dell Outlet achieves Global Twitter social brand in
Michael Dell Asks reviews on Jeff Jarvis story quote, “These conversations are $0.5M in sales via Twitter revenues of $6.5 M ranking of 100 top
Why don’t we reach out and help going to occur whether you like it or not. Do you
bloggers with tech support issues?
Dell.com want to be part of that or not? My argument is you
Community team active on Twitter brands
absolutely do. You can learn from them. You can Small Business
improve your reaction time. And you can be a blog launched
August 2006 better company by listening and being involved in
Blog outreach that conversation.”
expands beyond February 2007 March 2008 March 2010
tech support Accepted Solutions China Micro-
IdeaStorm Launched January 2009 June 2009
launched on Community Blogging
A voting based site allowing Dell Organizes in to $2M+ Sales
customers and others to submit Dell France begins Online 4 customer focused
ideas for Dell. Community Outreach via Twitter Social Media Listening
business units
Command Center
2006 2007 2008 2009 2010 2011
Dell Social Media and
Community University
July 2006 launched/5,000 team
Direct2Dell launched June 2007 April 2008 2009 members trained by
end of year
Today Direct2Dell exists in Dell joins Twitter Inside IT launched Dell TechCenter
English, Spanish, Norwegian, January (Aug.)
Blog focused on business
Japanese and Chinese.
Dell launches 2008 customers, and Cloud
Dell aligns Computing. Altimeter recognizes Dell with
EmployeeStorm Spring 2009 December 2009 “Open Leadership Award for
Internal Blogs organization
Launched for for success
Some Members of Huffington Post BlogInnovation and Execution”
Community and (Oct.)
Employees.
Conversations Dell
August 2006 January 2007 deployed within each launches
Blog outreach StudioDell launched of the new Dell B2B pages
Facebook
expands beyond Dell’s video and podcast site,
February 2008 Business units
(Jun.)
tech Support with helpful tips and tricks.
Eventually expanding this into November 2007 Twitter expanded
the YouTube channel making DellShares launched
sharing easier. The first investor relations blog by
June 2008
a public company. Channel blog
7 launched Global Marketing

8. Listen, Learn, Engage & Act
5 years: 4,000 posts a day to 25,000 posts a day
Global Marketing

9. Heart of Listening Operations at Dell
Social Media Command Center & Ground Control Team
• Measure, monitor and report on 25K+
conversations a day
• Alert team members of systemic issues and
contain negative conversations
• Provide access to listening tools/training
• Support local language tool set up and
listening reports
• Ensure compliance with Dell brand standards
and governance guidelines
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10. Social Outreach Services (SOS)
Building a culture of listening & engagement to deliver the best
customer experience possible in social media and online communities.
10 Confidential 3/7/2012 Global Marketing

11. A tool to be leveraged across the fabric of the company:
different functions, uses and values
Product Development Marketing Online Presence
• Feedback Loop • Demand Forecast • Ratings & Reviews
• Early Warning • Lead Generation • Communities
• New Product • Message Reach • Customer Stories
Ideation
Sales Customer Service Communication
• Leads
• Collaboration • Listening • Rich Media
• Thought Leadership • Support Widgets • Brand Reputation
• Blogs • Outreach • Influence
• ReputationMarketing
Global

12. Social Media Impact: Business Value throughout
the customer lifecycle.
• Insight: SM keeps customers
engaged, provides solutions • Insight: Social media improves
and improves loyalty Dell’s reach and share of voice
• Insight: Established causality
Dell.com between social media activity
and purchase
• Insight: Social media based Our External
support improves sentiment Communities Communities
and correlates with higher • Insight: Social Media provides high
revenue value in terms of demand gen
Global Marketing

13. Building powerful enablers
• 25,000 conversations daily
Listening • Listening command center
• Outreach team
• Employees certified to
Empowered Teams engage with customers
• Chatter (internal tool)
Building Robust • Build rich customer
connections across
Communities communities & dell.com
Effective Analytics • Make data actionable
Social Media & Community (SMaC) Global Leadership Council
Manish Mehta On track for hitting At risk/ possible risk of not Com m itted launch date and/ or
G Y R
Custom ers/Partners on Social Media SMaC:LE Priorities com m itted launch
date, and key
hitting com m itted launch
date, or m ilestones.
m ilestone will be m issed. Issue
or risk will im pact schedule or
Clear and consistent
m ilestones (Have recovery plan) viability/ success of the program .
•
LE PUB CSMB Work Stream RYG SMaC LE Q2/ Q3 Collaboration Goal Status Details & Upcoming Milestones Help
= Sub- council
COMMUNITY
Community Jo hnsto n Co lin Telligent platfo rm m igratio n 8/ 13 - Mino r text/ design im pro vem ents to co m m unity SSO
Platform readiness in Q2. TechCenter 8/ 27 - Telligent 5.0 upgrade fo r Spanish, Chinese, and Japanese.
Ground Control (NPS) Michelle Brigm an English launch in Q3 (Oct). 8/ 27 - TechCenter "Phase 0 " - Launch
October - TechCenter "Phase 1" - Launch
October - Moderate flow im provem ents to com m unity SSO
Online Marketing Rishi Dave John Dalton Michael Buck, Dam ien C.
CIO Community Jo hnsto n, Bo nilla Co nsult o n o verall co m m unity 7/ 1 – to use Ning fo r 15- perso n CXO gro up, Pro to type larger
Strategy Margetic strategy to engage CIOs (o n and co m m unity o n Telligent. Enterpriseefficiency.com / likely facto r in to
o ff do m ain co m m unities, LinkedIn larger co m m unity presence.
Services Kevin Curry pro fessio nal netwo rk) Ongoing - Bill co llabo rating with Liz o n engagem ent planning.
Strategy/Governance
6/ 30 – SMaC Team Brainsto rm ed initial list o f tactics with Jeff S.
GLO BAL FU N C TIO N S
Equal Logic Jo hnsto n Sullivan, Co nsult o n gro wth strategies
Commercial Channel Cecy Correa Community o n Palatine to wards turbo charging the Equal Ongoing - Jeff S. im plem enting so m e o f these (newsletter, vanity URL)
TechCenter Lo gic co m m unity o n TechCenter.
strategyGlobalour Brand
for Marketing
Client Jo hnsto n TBH Co nsult o n strategy fo r building 6/ 30 – To reschedule kicko ff
CSG Roger Bjork (Enterprise) Am y Miller Community the Client com m unity on July – Initial discussion
o n TechCenter TechCenter.
ENGAGE & DELIGHT
Support (SOS) Vikram Doddi (LEP), Heath Johnson, Jason Duty (CSMB) Listening & Sierra, Palatine Build LE listening & engagem ent Ongoing - Repo rt validatio n and quality
Engagement Dietz engine: (1) build infrastructure fo r WK 8/ 2 - Pilo t training to be co m pleted fo r so m e site edito rs.
Influencers, listening (2) then build influencer WK 8/ 9 – Engagem ent Co nso le advanced training sessio n
Pro m o ters co m po nent, (3) finally inco rpo rate WK 8/ 9 – To p 6 R6 influencer pro files received, to be validated and
PG Jennifer G. (LEP), Brian P Andrew D. (CSMB), Stacy L. (Biz Client)
., pro m o ter pro gram (fo cus o n Go ld list pro file will be created.
sto rage/ EqualLogic) Oct 4 - EqualLo gic pro m o ter event. WK 8/ 9 – Plan to be discussed in
deep dive next week. Caro line wo rking w/ Geo rge o n appro ach.
Brand Karthik Iyer (Monique Bonner) Globalization Zho u Sullivan, LE China listening/ engagem ent/ Wk 8/ 2 - Language Weaver dem o and define pro ject sco pe
China Ha, influencer pro gram . Co nsult o n WK8/ 2 - Raym o nd to validate influencer list in o rder to build pro file,
Palatine glo balizing TechCenter with August - Raym o nd to kick o ff Chinese blo gger pro gram in sto rage and
Corp. Comm. Cory Edw ards (Marc Bien) China fo cus. virtualizatio n - - begin with 1- 2 influencers.
WK 8/ 29 Chinese TechCenter launch
ENABLE
Social CRM Narang Palatine Enable understanding o f WK 6/ 28 - Mid- pro ject update fro m Mu Sigm a reviewed with the
Legal Ryan Garcia (Dean Blackw ood) co m m unity behavio r and im pact team . Go o d pro gress and o n schedule.
o f visito rs o n Tech Center 8/ 6- TechCenter phase 1 read- o ut planned
IT / OPE Brian Koster, Liz Kreller SMaC University Bullo ck Palatine LE inclusio n in training 7/ 8 onwards – SMaC- U pilo ts being kicked o ff
develo pm ent and pilo ts. Mo dules 7/ 28 – SMaC Talk spo nso red by SMaC- U. Official kick o ff
to be launched in Q3. WK 8/ 2 – Training co urses kick o ff
1
eDell Stuart Wallock *Incubation work stream being worked as part of eDell
DELL CONFIDENTIAL

14. Empowering employees: Social Media & Community
University
Policy
Principles
Governance
Training & Tools
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15. Dell is recognized as a leader in Social Media
Ranked #1 of top 100 most social
brands in 2011 by Headstream -
www.socialbrands100.com
2010 Forrester Voice of Customer Award
customer facing social media programs
“…Dell gets social…” “…Dell engages like no other brand …”
2010 Customer Oxygen Award “… Dell is really ahead of the curve when it comes to communicating
Social Commerce Summit with customers …”
Connections with 50+ thought leaders “…Dell is the social leader…”
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16. Customers are Love your product/service
driving the
Need help using it
conversations
about brands… Where & how do I find you?
I have an idea for you
I am helping someone else use
your product/service
And many, many more…
Graphic thanks to Gapingvoid.com Hugh MacLeod
Global Marketing

17. Power of a social brand
More than ever – a company’s Visitors to Facebook and Twitter
brand is influenced by what spend more money on the Web
consumers are saying about the than other Internet users (eMarketer,
brand June 2010)
People are more A negative customer
25% of search results
likely to buy from review on YouTube,
for the world’s top
brands they follow Twitter or Facebook
20 largest brands are
(51% more likely to can cost a company
links to user-
buy following brands about 30 customers
generated content
(Socialnomics, ’09) on Facebook. 67% (Convergys Corp.)
Twitter) (iModerate
research)
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18. My Starbucks Idea: Crowdsourcing products
• Share, vote & discuss ideas in actions
• Twitter page: 35K+ followers
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19. Burberry: true digital company through and through…
• +6,000 employees working in 200+ locations
• Integrated end-to-end vision with workforce collaboration, CRM, social branding,
marketing and online experience all working together
• 10MM+ Facebook fans, Chatter internal tool for workers to engage with each other
and drive better results
• 21% profit increase 4th quarter 2011
“You have to be totally connected with everyone who touches your brand."
—Angela Ahrendts
CEO
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20. Best Buy: Twelpforce
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21. Oreo Daily Twist: Celebrate 100th year Anniversary
• Effectively reach +28MM fans
• June 25th – October 2nd
• 100 individual pieces of content:
– Incorporated the product
– Real time take into account events
– Final image crowdsourced
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http://www.scottmonty.com/2012/10/a-new-twist-on-content.html

22. Old Spice: integrated campaign & engagement plans
• http://www.youtube.com/watch?v=Kg0booW1uOQ
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23. Connected and Lit Up
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24. Thank You