Presentation on Dell’s Social Media journey from IdeaStorm to the launch of Dell’s Social Media Services, at Social Media Week Copenhagen, February 2013. Learn more about Dell Social Media here: http://dell.to/11DoZIp

1. The History of Social Media @Dell
Anja Monrad, Executive Director Global Marketing
@anjamonrad
#SMWSMhistoryDell
Feedback: http://speakerscore.com/SP62
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2. Power of social media
More than ever – a company’s CEO’s predict social media will
brand is influenced by what become #2 way to engage with
consumers are saying about the customers, pushing past websites
and call centers.. (IBM CEO Study 2012)
brand
25% of search results How companies
80% of consumers
for the world’s top market, sell to and
research products
20 largest brands are support their
online every week
links to user- customers is
generated content (2012 Consumer Views of Live changing…
Help Online, A Global
(Socialnomics, ’09) Perspective, Oracle)
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3. Social media is changing our world - 2012
”These conversations are going to occur whether you like it or not. Do you want to be part of
that or not? My argument is you absolutely do.” – Michael Dell
“We don't have a choice on whether we DO social media, the question is how well we DO it.” – Erik Qualman, Socialnomics.net
1B 140M+ 187M+
Users on Facebook active Twitter users Professionals on LinkedIn
34,722 every minute of the day 100K every minute of the day 2 new members
tweets sent by users
“likes” for brands on Facebook per second on LinkedIn
600M 465M+ 3.7B
Facebook users accessing via mobile Worldwide IM accounts
Twitter accounts
3rd largest 3,600 every minute of the day 48 hrs every minute of the day
”country” in the world New photos shared via Instagram new video uploaded to YouTube
Sources: Facebook, Twitter, LinkedIn, www.domo.com/social, www.radicati.com
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4. “Engaging in honest, direct
conversations with customers and
stakeholders is a part of who we are,
who we always has 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
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5. Dell’s heritage
First to sell complex First company to hit $1M a day Leader in online frictionless
configurable items in online revenue commerce from order to delivery
One of the first to launch online One of the first companies to Early adopter of
discussion forums launch online support social media
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6. Over six years of social media experience
Altimeter
March 2008 June 2009 Dell
February 2007 recognized Dell
Accepted Solutions Global Twitter with “Open named
February 2006 IdeaStorm launched launched on Community revenues of Leadership Award the No.
A voting based site allowing for Innovation and
Michael Dell asked Dell France begins Online May 2008 $6.5 M 1 most
customers and others to Community Outreach Execution”
Why don‖ we reach out and help
t submit ideas for Dell. Dell Outlet achieved social
bloggers with tech support issues? October 2007 $0.5M in sales via Twitter brand
Michael Dell quoted in Business March
December 2006 Week 2010
Ratings and In response to Jeff Jarvis question around Dell
whether companies want to be part of the January 2009 joins
reviews launched online conversation: ”My argument is you December 2010
Dell Organizes June 2009 Sina
on Dell.com absolutely do. You can learn from them. You Social Media
can improve your reaction time. And you can into four $2M+ Sales Weibo Listening
be a better company by listening and being customer via Twitter in Command
involved in that conversation.” focused China Center launched
business units
2006 2007 2008 2009 2010 2011
Social Media &
July 2006 Direct2Dell Community
June 2007 2009 University (SMaC U)
launched Today
Direct2Dell exists in English, Dell joined Twitter June 2008 Dell TechCenter launched
Spanish, Norwegian, Channel 5,000 team
Japanese and Chinese. EmployeeStorm January Spring 2009 members trained by 6 Awards for the Social
blog December
launched 2008 Members of end of year Media Listening
launched 2009
Internal Blogs Launched Dell aligns Community Command Center
Huffington
January 2007
for Employees.
organization and
Post Blog
StudioDell launched November 2007 for success Conversations B2B pages on
Dell‖ video and podcast site, with
s DellShares deployed Facebook
August 2006 helpful tips and tricks. Eventually
launched within each of
expanding this into the YouTube April 2008
Blog outreach The first investor the new Dell
channel making sharing easier. Inside IT launched June 2010
expanded beyond relations blog by a Blog focused on business Business units
public company. CAP Days launched
tech Support customers, and Cloud In-person events for vocal
Computing. online customers
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7. Recognition for Dell social leadership
We’ve received industry recognition for engagement and listening
Dell‖ Listening
s
Command Center Dell‖ Social
s
Media and
won the CeBIT
Community
Australia Innovation The Bees Awards for Social Media The American Business Award for Customer team won
Award for 2011. Marketing. Dell won for Best Use of Service Team of the Year presented to Dell for
Presented in May award for best Social CRM
Analytic Tools for our Listening the Listening Command Center in June 2011.
2011. Strategy.
Command Center.
Dell Listening Command Dell‖ Listening Command
s Dell Ranked as #1 Social Brand
Center wins @PRNews 2011 Center receives Forrester followed by NIKE, Starbucks, Best Buy
Digital PR Award for “Best Groundswell Award Presented UK, BBC, Nokia, Amazon, Sony
Listening Campaign” and “Best in October 2011. PlayStation, Adidas, Coca-Cola and
Website Marketing”. others.
Our leadership is regularly cited by authors and is helping customers win awards
Red Cross co-won the 2012 Clemson University won
Digital PR Team of the Year the 2012 Innovation in
from the PR News Digital PR Education Award from the
Awards for their social media InnoVision Technology
humanitarian and digital Awards for their Social
fundraising efforts. Media Listening Center.
7 Social Media Services Group Global Marketing

8. Listen, Learn, Engage & Act
Dell’s Social Media Listening Command Center 25,000 posts a day
@DellCares team engaging 1,000+ customers per week
Positive impact on customer satisfaction: 35% conversion of demoters to promoters
Global Marketing

9. Customers in
need are critical
opportunities
Social Media
gives them voice
& you…
Opportunities
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10. Social media is embedded throughout Dell
Listening impacts NPS, OpInc and Brand
Product development Marketing Online presence
• Feedback loop • Demand forecast • Ratings and reviews
• Early warning • Lead generation • Communities
• New product ideation • Message reach • Customer stories
Sales Customer service Communication
• Collaboration • Listening • Rich media
• Thought leadership • Support widgets • Brand reputation
• Blogs • Outreach • Influence
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11. Empowering employees: Social Media & Community
University
Policy
Principles
Governance
Training & tools
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12. Dell Community Advisory Panel (CAP) Days
It’s a place to capture feedback and conversation on our business
(live)…
Global Marketing

13. Bringing with it challenges of culture vs. adoption
• Should I have a • I don't know where to
dedicated social start.
media team? Skilled Customer
• Who are my influencers?
• Which social media
resources feedback
• What do customers say
channels would be
about us?
most relevant for my
business?
The areas of
challenge
• How do I manage the • How do I build a
inflow of information? training program?
Too much Tools and
• I can't determine the ROI. information • What tools do I use?
processes
• I don't know how • Are there any
to scale a social standard processes
media solution. that I can follow?
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14. Social media services–what do you need?
I want to …
• build a training program.
• know what tools to use.
Best Practices • Strategies for specific
• find standard processes that I can follow. Seminars corporate & industry needs.
• strategize and efficiently drive awareness, demand, • Understand effectiveness of current
leads and message reach. initiatives.
• know when and how to scale a social media
Advisory Service • Establish strategic plan aligned with
solution. business goals, culture & ROI.
• track business & market intelligence to understand my
• Get daily/weekly/monthly reports
customers wants and needs. Listening and Gain a deeper understanding of their
• utilize analytics to improve customer support,
enhance product offerings or inform investor relations
Insights Service customers, competitors and industry
market needs.
for strategy development.
• manage the inflow of information. Listening • Benefit from Dells experience building
• understand what is being said about my brand and be a listening command center.
part of those conversations.
Command Center • Discuss best practices for running &
Build-outs integrating into their business.
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15. • Social media gives us more opportunities to listen, connect
and engage than ever before
• If you are not listening, you will go no where
• Our vision and business strategy is embedding social media
throughout the company to become a leader in connecting
with customers
• Empower, and train your employees
• Dell’s heritage of direct customer connections and
online leadership are the seeds of our social media success
• It is a journey…the Web evolves every day, so will the journey
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16. Thank you
@anjamonrad
#SMWSMhistoryDell
Feedback: http://speakerscore.com/SP62
Global Marketing