The document discusses Dell's journey with social media and online communities. It summarizes that (1) Dell has established a Social Media and Community team to embed social media into the company, (2) Dell uses a holistic approach with centralized and distributed social platforms and tools to engage internal and external communities, and (3) Dell measures the business value and return on investment of social media across the customer lifecycle from awareness to support to sales.

1. Paving the way to Social
Business
Bill Johnston - @BillJohnston
Director of Global Online Community

2. The Simple Truth:
Business is inherently social.
Global Marketing

3. Revolution
a fundamental change in power or organizational structures
that takes place in a relatively short period of time
& Evolution
the change over time in one or
more inherited traits found in populations of organisms
Organizations that can embrace the social media
revolution and evolve based on social business
principals will grow and thrive.
3 Online Community Strategy & Planning Global Marketing

4. Participation in social media at critical mass
4 Confidential Global Marketing

5. Social Media:
Describes a large spectrum of
tools and activities.
Online Community:
Intention to foster a network
of relationships around
common interests, over time.
5 Confidential Global Marketing

6. Mass Social Media
Holistic Approach = Market
Networks of Value
External External
Community Community
Community
External
External
Community Hosted Community
Communities
Support
Mastery & Use
Affinity
Ideation
External
Extranets
Internal
Experts
Internal
Networks /
Workgroups
Enterprise
Global Marketing
Collaboration

7. Dell’s Social
Journey
Online Community Strategy &
7 Global Marketing
Planning

8. Five years of experiments and experience
Global Marketing

9. Social Media & Community Team (SMaC)
Goal: Embed Social Media
into the fabric of the
company.
• Centralized Team (Hub & Spoke) SMaC
• Range of social disciplines
• Strategic advisors
• Governance
• Operations for key infrastructure
• Training
9 Confidential Global Marketing

10. Listening: The Heart of our Social
Strategy
A critical first step, a social “trojan
horse”, and the social radio for all.
10 Confidential Global Marketing
3/21/

11. Social Media & Community
University:
Employees = Social Rock Stars
Principles
Policy
Governance
Training, Certification &
Tools
Global Marketing

12. SMaC Talk
Unconferences:
Social Media Live!
12 Confidential Global Marketing

13. Market
Social Media &
Community External External
Community
Toolset:
Community
Centralized Community
Platform, External
Community Hosted
External
Community
Distributed
Communities
Support
Mastery & Use
Participation Affinity
Ideation
External
Advocates
Internal
Internal
Networks /
Workgroups
Collaboration
13 Online Community Strategy & Planning
Enterprise
Global Marketing

14. Online Communities
Centralized platform,
distributed engagement.
• Telligent Platform Features
– Forums
– Blogs
– Wikis
– Networking
• Key Programs for Community
– Listening
– Management & Moderation
– Advocacy
– Reputation Management
14 Confidential Global Marketing

15. IdeaStorm
Evolving from the “Social
Suggestion Box”
• Better alignment w/ PG planning
• Idea Partner program
• Storm Sessions
– Time bound, topic-specific
ideation sessions
• Storm Projects & Challenges (Future
State)
– Sequential Storm Sessions
planned for a design cycle
– Ex: Develop the “Sustainable
Laptop”
15 Confidential Global Marketing

16. Internal Collaboration
Myriad tools to support internal
collaboration.
• Chatter
• EmployeeStorm
• Internal Communities w/ Telligent
Enterprise
16 Confidential Global Marketing

17. Going Global
Partnership with
segments
Centralized governance
Outreach via training &
Unconferences
Social Media Listening
to help size the need
17 Confidential Global Marketing

18. ROI = A Mosaic of Value
18 Confidential Global Marketing

19. Social Media is valuable across the entire
customer lifecycle.
• Insight: Social media improves
Dell’s reach and share of voice
• Insight: SM keeps customers Awareness
engaged, provides solutions
and improves loyalty.
Research and
CLV (loyalty) Dell.com Consideration
• Insight: Established causality
Insight: Social media based Our External
• between social media activity
Communities Communities
support improves sentiment and purchase
and reduces operating
expenses
• Insight: Social Media provides
high Business Value and
Demand / Lead contributes to demand gen lift
Support
Gen and Sales
Global Marketing

20. Social Media ROI:
Popular assertions/beliefs vs. Dell findings to date:
Popular notions about Social Our Findings
Media
Works only for Consumer Impacts each of the Dell Businesses:
Consumer, Public, SMB, LE and Services
Relevant only for “top of the funnel” – good for Impacts every part of the marketing funnel.
brand awareness, not effective at acquisition Being harnessed for lead gen and driving
conversion
Cannot impact Brand building Social listening, support and research content
establishes brand credibility.
Can be measured (Social Net Advocacy)
Social Media ROI cannot be measured as a Run-the-business metrics can be applied on
business metric – is more like PR – can “assist”, Social Media and integrated into business
but cannot be tied to revenue operations. Has been tied to Consideration and
Revenue
Global Marketing

21. Planning for Social
Media & Community
Engagement
It’s about pragmatic
approaches.
Smart business
fundamentals never change.
Global Marketing

22. 1. Secure Exec
Support &
Establish
Governance
22 Confidential Global Marketing

23. 2. Your
Blogs
Independent
Communities
Community lives
in many places. Independent
Mass Social
Media
Engagement
Blogs
Blogs
(Facebook,
You Tube,
changes, intention Discussion
Groups
LinkedIn…)
doesn’t.
Community
“Portal”
Local User
Groups
Corporate
Local User
Site Groups
Idea
Generation
Local User
Groups
Online Community Building Global Marketing

24. Business
3. Balance goals • Intention
vs. Customer • Value
Needs • Risks
• Staffing / Overhead
• Leadership / Culture change
Customer
• Where are they currently
• Perceptions of brand
• Needs / Expectations
24 Confidential Global Marketing

25. 4. Prioritize based
on opportunity
25 Online Community Strategy & Planning Global Marketing

26. Engagement Planning
5. Community • Content, Content, Content
Engagement is (did I mention content?)
Oxygen • Engagement Calendar
• Active Community
Management
• Regular Communication
• Acknowledge Contributions
“Sorry it took so long for me to • Feature Members
vote on this one. I haven't
been on here much lately.
This site had so much • Reputation Management
potential but Dell doesn't
seem to want to support it
properly. I feel bad for the
• Incentives
mods who put a lot of effort
into the site.”
Cy Jervis (jervis961)
26 Confidential Global Marketing

27. A new era of business
is dawning, powered by
the social web.
Participation in the
social web is at critical
mass.
With planning, your
“network of
relationships” can be
one of your most
valuable business
assets.
Image courtesy of
27 Online Community Strategy & Planning Global Marketing
http://www.flickr.com/photos/michaelholden

28. Thank You!
Recommended Resources Contact Info
• “The Power of Pull” – Hagel • Bill_Johnston@Dell.com
& Brown • @BillJohnston
• “Connected” – Christakis & • http://www.BillJohnston.net
Fowler
• “Engage” (2nd Ed.) – Brian
Solis
• #TheCR, #octribe,
#cmtychat tags
28 Confidential Global Marketing

29. END
29 Confidential

30. Global reach magnifies the
challenge & opportunity
85 Countries
~15k conversations / day
Global Marketing
30