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Social Interactivity Strategy - Listen + Engage = Opportunity

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Social Interactivity Strategy - Listen + Engage = Opportunity

  1. 1. Dell - Social Interactive Strategy listening & engaging = opportunity Stephen Jio - @stephenjatdell 18 Nov, 2011 - Dublin City University
  2. 2. Dell - Social Interactive Strategy • Framework to Social Strategy • Key Principles • Planning the Infrastructure • Case Studies • Rationalising the Strategy 2 @stephenjatdell © 2011 - Dell
  3. 3. Dell - Social Interactive Strategy 3 @stephenjatdell © 2011 - Dell
  4. 4. Framework: Social Strategy 4 @stephenjatdell © 2011 - Dell
  5. 5. Social Media: The exchanging of ideas between dynamic communities enabled through the technology of ever-evolving tools Direct2Dell 5 @stephenjatdell © 2011 - Dell
  6. 6. Dell - Social Interactive Strategy Facebook: Over Social Media: a TRILLION page views monthly 40,000 views in Impact 1st 4 hours 3.2 million followers Over a half BILLION view 8,868 tweets per second Twitter: 15 million followers estimates of 150 on Twitter million accounts 6 @stephenjatdell © 2011 - Dell
  7. 7. Dell - Social Interactive Strategy Social Media: Brand Adoption Likes Followers 7 @stephenjatdell © 2011 - Dell
  8. 8. Dell - Social Interactive Strategy Product Development Marketing Online Presence • Feedback Loop • Demand Forecast • Ratings & Reviews • Early Warning • Lead Generation • Communities • New Product Ideation Product • Message Reach • Customer Stories • Leads Sales Lifecycle Customer Service Communication • Collaboration • Listening • Rich Media • Thought Leadership • Support Widgets • Brand Reputation • Blogs • Outreach • Influence • Reputation - Dell © 2011
  9. 9. The Key Principles 9 @stephenjatdell Dell Global Listening Command Centre © 2011 - Dell
  10. 10. Dell - Social Interactive Strategy Listening “Engaging in honest, direct conversations 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 Engaging ourselves in two-way dialogue, enabling us to become a better company with more to offer the people who depend on us.” - Michael Dell Opportunity 10 @stephenjatdell © 2011 - Dell
  11. 11. Dell - Social Interactive Strategy Viral Marketing Listening: Peer to Peer Influence 26,000 posts daily Sales Lead Generation about Dell Support Brand Reputation Information Alerts Instant Feedback Product Evaluation Customer Experience Transparent Conversations 11 @stephenjatdell © 2011 - Dell
  12. 12. Mass Social Media Engaging: Market Collaboration and Conversation External Community External Community Direct2Dell Community Hosted External Communities External Community Support Community Mastery & Use Affinity Ideation Extranets External Topical Experts Internal Internal Networks / Enterprise Workgroups 12 @stephenjatdell © 2011 - Dell Collaboration
  13. 13. Dell - Social Interactive Strategy – Engagement doesn’t mean responding to everything! Engagement: – Providing training to employees for Key points listening and engaging – Identify engagement champions within your company – Engage in conversations that are already happening, BUT KNOW THE FACTS BEFORE – When possible connect the virtual world with the real (Tweetups, etc) 13 @stephenjatdell © 2011 - Dell
  14. 14. Infrastructure: Execution and Sustainability 14 @stephenjatdell © 2011 - Dell
  15. 15. Dell - Social Interactive Strategy What are the greatest internal challenges preventing your deployment or expansion of listening and engagement initiatives? Based on 200 US Marketers Source commissioned study conducted by Forrester for Dell 06/11 15 @stephenjatdell © 2011 - Dell
  16. 16. Dell - Social Interactive Strategy • Create a playbook that will deliver your social strategy Infrastructure: • Get Executive sponsorship Key • Budget for scalability recommendations • Empower employees to listen and engage • Invest in tools to monitor • Integrate fully into the entire business 16 @stephenjatdell © 2011 - Dell
  17. 17. Dell - Social Interactive Strategy • Employees are your best social advocates • Define/publish the principles of your Social strategy Empower Employees: • Train and certify employees, even to listen only Provide Staff training • Reinforce transparency in all engagement even personal • Provide internal social network as sandbox • Coordinate closely with external communications 17 @stephenjatdell © 2011 - Dell
  18. 18. Dell - Social Interactive Strategy • Listening tools – Customise criteria Tools: – follow conversations Listening, publishing – Track trends and work flow – Monitor key influencers • Publishing tools – Allows multiple users • Workflow integration 18 @stephenjatdell © 2011 - Dell
  19. 19. Case Studies: Social Integration in the Business 19 @stephenjatdell © 2011 - Dell
  20. 20. Dell - Social Interactive Strategy Shareable Rich Content • Product launch teasers, customer stories, product reviews, interviews, press conferences • Dell Duo teaser 250K views in the first 72 hours • Dell Vlog channel has generated over 9.7 million views since launch in 2006 • Additional social properties – Flickr – Slideshare 20 @stephenjatdell © 2011 - Dell
  21. 21. Dell - Social Interactive Strategy Customer Engagement • Proactively reach out to customers • Integrating efforts with support.dell.com • Team engages with 1,000+ customers per week • Positive impact on customer satisfaction: 35% conversion of ‘demoters’ to ‘promoters’ 21 @stephenjatdell © 2011 - Dell
  22. 22. Dell - Social Interactive Strategy Crowdsourcing • IdeaStorm introduced 2007 • Over 16,000 idea submitted • >470 implemented • EmployeeStorm for staff 22 @stephenjatdell © 2011 - Dell
  23. 23. Dell - Social Interactive Strategy Social Offers • Creating compelling offers – based on engagement with community • 1.5 million followers on Dell Outlet ‘Deals’ Twitter page • @DellHomeUK averages over 30 engagement on a daily basis proactively reaching out for sales opportunities 23 @stephenjatdell © 2011 - Dell
  24. 24. Dell - Social Interactive Strategy Key Influencers • Reach out to influential Social engagers – Customer Advisory Panel • Identifying key Influencers in Social Media to partner with • Help with understanding the brand view in the community and help improve • They become brand voices of the community • 10,000 Dell Social Influencers globally 24 @stephenjatdell © 2011 - Dell
  25. 25. Dell - Social Interactive Strategy Product / Social Integration • MTV EMA Awards – Red Carpet • Over 1,000 fans had their picture taken on the red carpet • Photographs taken with Dell Streak and instantly uploaded to Facebook page • Allow fans to comment on their images and have a virtual ‘keepsake’ of the event • Combined marketing campaign with advertising and features at Awards provided additional media goodness 25 @stephenjatdell © 2011 - Dell
  26. 26. Rationalizing: Measuring the benefit 26 @stephenjatdell © 2011 - Dell
  27. 27. Dell - Social Interactive Strategy Purchase Influence ROI: Presence Brand Health Value is multi- Content Creation dimensional Loyalty Direct Sales Market Insight Increased Attention Support Improved Communications The Cost of NOT participating 27 @stephenjatdell © 2011 - Dell
  28. 28. Dell - Social Interactive Strategy Major KPIs • Brand Health – Net Promoter Scores, Social Net Advocacy • Improved Support – Response time improved, community responses • Enhanced Content – Customer reviews, user generated content • Increased consideration – Do you effectively drive more traffic to your site • Revenue – ‘Social’ associated purchases, indirect and direct attributed 28 @stephenjatdell © 2011 - Dell
  29. 29. Dell - Social Interactive Strategy Summary - Build and Execute your strategy 1. Define what you want to achieve with your strategy 2. Sponsorship from Executives is key BUILD 3. Budget for scalability 4. Train your employees for best practise engagement 5. Listen first to what is being said 6. Engage and be part of the conversation and the solution EXECUTE 7. Opportunity is there in the entire customer lifecycle 29 @stephenjatdell © 2011 - Dell
  30. 30. Thank you! @stephenjatdell 30 @stephenjatdell © 2011 - Dell

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