Driving Both Engagement & Sales Through Social Media. A Case Study of Dell in Asia. Presented by Damien Cummings, Online Director (APAC) for Dell during iStrategy Singapore 2010.

1. Driving Both Engagement
& Sales Through Social Media
A Case Study of Dell in Asia
December 2010
Damien Cummings

2. About Today’s Workshop:
How.
Getting Started.
Making Money.
Global Marketing

3. What is
Social
Media?
Global Marketing

4. 4 Confidential Global CSMB Social Media

5. 5 Confidential Global CSMB Social Media

6. Listening &
Engaging
Your Website
Online Video
(make it social!)
“Social” experience gets better when more people use it.
Platforms
(Twitter, Applications
Facebook, etc.)
Group Buying &
Social
Commerce
6 Global CSMB Social Media

7. Global CSMB Social Media

8. 8 Confidential Global Marketing

9. First company to
First to sell complex hit $1M a day in
configurable items online revenue
We
revolutionized
the industry
once, and One of the first One of the first
we’ll do to launch online
discussion forums
companies to launch
online support
it again
Global CSMB Social Media

10. Dell Online Today
Online:
Dell.com + Premier + Global Portal + B2B +
725K B2B Channel Portal + eSupport + Community 34 languages
transactions per year supported
Googled 1M 170M visits
times per day to community properties
150M 1B
online resolutions visits per year to
via eSupport per day Dell.com
58K 13B
Channel partners 166 countries page views in FY’09
online
$10B An online order
190k online revenue is placed
Premier pages every 2 seconds
Global CSMB Social Media

11. Online is a research tool
95% of first time
visitors do not buy
from Dell.com. The
“sweet spot” is
around 8 – 10 visits.

12. Dell’s Vision of Social Media
1. The future of Dell.
2. Solid strategy is in place, grounded in business and
customer value drivers.
3. Benefits are real, tangible – will strengthen insights in
coming years.
12 Confidential Global CSMB Social Media

13. Dell’s Key Learnings in Social Media
1. This is a long-term play. No company has cracked the code on ROI
measurement. But all results are modest.
– Most “campaigns” have at best 1:3 ROI
– Best efforts so far (in China) have 1:10 ROI
2. Listening and engaging with frustrated customers works great
– Question remains: is it financially scalable?
3. Listening and engaging to business conversations is a challenge
– Customers only talk about IT when they have a problem (“buy it” or “break it”)
– Only techies talk about IT but they will not tolerate hard selling
13 Confidential Global CSMB Social Media

14. Dell’s Social
Media
Heritage
Global Marketing

15. Consumer Public
Dell’s Social Media Heritage SMB
LE
Early Adopter
Industry Social Relationships Social Functionality Social Colonization
Users find each Users interact in Social not limited
Evolution1 other online new ways online to “social sites”
Blogosphere Decreased ability to respond
Outreach due to resourcing
Social 1.3M Followers on Twitter
Network Platforms today; $6.5M revenue
Global Strong brands, but nearly
Offsite Properties 90% YoY traffic decline
Premier, Health
Recent implemented ideas
IdeaStorm 2K ideas in first 2 Storms launched include backlit keyboards,
weeks Linux OS
Shown to improve
Ratings & Reviews conversion by as much as
176%
Moved to segment-
Blogs specific blogs 7 core blogs, 100+
contributors, 4-5 posts/week
Forums 10K+ ‘accepted solutions’
1995 2006 2007 2008 2009 2010
1 Forrester, “Future of Social Web”
Global CSMB Social Media
* Data as of October 2009
1

16. Global Reach (As of Jan 2010)
Global reach is good, globalization strategy needs to be
focused and more thoughtfully executed Global CSMB Social Media

17. Global CSMB Social Media

18. 1. Social Media policy in place.
Social Transformation 2. Robust training program in place:
Training all of • Getting Started in Social Media
• Brand Mgmt in Social Medai
Dell’s 100,000 • Twitter
employees in •
•
Facebook
RenRen & Sina (China)
social media. • Blogging & Community
• Internal Social Media
3. 5,000 employees already trained.
4. Will fundamentally transform Dell.
Global CSMB Social Media

19. Social Media
Engagement
& Social
Commerce
Platforms
Global Marketing

20. Dell Swarm:
Social
Commerce &
Group Buying
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21. YouTube Live
“Town Halls”
and Webinars
Global CSMB Social Media

22. Twitter:
@DellOutlet
1,570,397
followers
$10m+ revenue
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23. Dell.com Website Evolution
?
Dell.com 1996 Dell.com 2010 Dell.com 2011+
Global CSMB Social Media

24. Ratings &
Reviews:
3.5 Star+
On Dell.com
and in Social
Media.
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25. Ask A Friend:
Facebook
Connect /
Social Plugins
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26. Levi’s Store (US)
26 Confidential Global CSMB Social Media

27. Developing a
Commercial
Social Media
Strategy
Global Marketing

28. We Wanted Two Things:
1 A “Territory” or Proposition we can
own (as Business-to-Business).
2 Ideas on how to make this an
executable plan in-country in Asia.
28 Confidential Global CSMB Social Media

29. We Looked At Many Options:
E-commerce
outside of
Dell.com
Software
“Vertical”
as a
industry
Service
specialist
Aggregator
29 Confidential Global CSMB Social Media

30. Dell will Grow
and Mentor SMBs
30 Confidential Global CSMB Social Media

31. Customer Pain Points
Key SMB Pain Points
Sales & marketing HR, Hiring & IT & Technology
Nurturing Talent
“How Do I “How “How Do I
Grow My Attract/Hire Scale My
Business?” New Talent?” Business?”
31 Confidential Global CSMB Social Media

32. Workshop
Project
Global Marketing

33. Workshop Project (40 minutes)
1. Identify Industry, Segment & Location (i.e. IT, Small & Medium
Business in Asia Pacific).
2. Develop your Proposition/Strategy (i.e. Grow & mentor SMBs).
3. Identify top 3 customer segment “pain points”(i.e. Grow my
business, staff turnover, IT to support growth).
4. Write down 3 social media engagement ideas.
5. Describe in detail one social media idea: content / platform /
marketing / sales – such as Group Buying, Online Video, Facebook,
Twitter, Social Media Applications.
6. Is it Social Media Engagement? Sales/Commercialization? Both?
7. Present to the group.
33 Confidential Global CSMB Social Media

34. Questions?
Damien Cummings
Global Social Media Director (Consumer & SMB)
Email: damien_cummings@dell.com
Twitter: @damiencummings
LinkedIn:
http://www.linkedin.com/in/damiencummings
Blog: “Digital Future”
http://damiencummings.blogspot.com
Global CSMB Social Media