Intimacy and Scale: Using Social Media to Manage Your Brand

Manish Mehta, Vice President, Social Media and Community

Marketing 2 Conference, Paris – March 22, 2010

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History

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Fundamentals

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Enabling Scale thru Technology

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Conversations

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The pinnacle of mass media:

Intimate to watch …

… produced on huge scale

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Extensive reach

… but no real connections or interactions

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Over time, more sophisticated smarter & appealing

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Soon, a television in every room, a station for everyone, advertising for all.

Scale not intimate …

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THE CONNECTED EFFECT

Short Attention SpanMedia Overload

Proactive AvoidanceAversion To Intrusion

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Along comes the interactive Web.

Fragmented targets,interactive & engaging, more choice, more niches than broadcast

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Users begin engaging with content, sharing links, moving around, connecting widely across the web.

Scalable, right?

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Think in clusters.

Conversation clusters can scale.

Find the clusters that matter to your business.

You can create remarkable intimacy if you engage in relevant conversations that matter.

Product quality & suggestions

Customer Support

Purchase decisions

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Sustainability, green products

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Criteria For Scaling Success

• Listen

• Value what you hear

• Segment (cluster)

• Areas of expertise (cluster)

• Open to continuous improvement

• Enable and empower your people

• Trust them

• Provide tools to do the job

• People connect with people

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Inside an Enterprise

• Empower Heroes

• Create a hub & spoke governance model

• Embed across the fabric of the Enterprise

• Find passionate clusters

• Tops down support

Scalable

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Scalable?

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Scaling is an evolution.

Business fundamentals do not change.

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Journey back in time …

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The Neighborhood BusinessGreat Business Fundamentals• Think back 50+ years ago

• What made the best small businesses thrive?

• Think about your favorite family restaurant – local to where you lived and grew up

• What practical and pragmatic approaches did they take to satisfy and build loyal customers?

• Can we achieve the same customer intimacy and success today?

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Business Best Practices to Build Brand Intimacy

Neighborhood Web-Enabled

Convenience

Great Product & ExperienceRecognition, Personal Service, Attention

Thank you & Appreciation

Listening & Conversations

Suggestions & Action

Comfort of home , anywhere elseBroad product choices, experience CRM, tracking history, personalized

Surprise & delight fans

Interactions: expert answers, ratings reviews

Ideas, voted by crowd, response

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Convenience

More convenient every day to more people in more ways

More welcoming?Feel special?

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Products & Services

Richly showcase products; can also be powerfully “efficient & effective”

Deliver delightful and personal service?

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Recognize & Personalize

Recognize returning visitors, offer recommendations based on behavior

Good at context –adjust our approach?

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Thank You & Appreciation

Acknowledgement, follow-up emails, coupons and offers

Surprise and delight? Turn promoters into ravers?

Start simple

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Listening and Conversations

Web conversations (forums, blogs, social networks). Ratings & reviews

Actively listening & responding?

Everywhere?

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Suggestions & Action

Online feedback and surveys

Ask for ideas? Take timely action?

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Business grew and succeeded based on word of mouth

… and they still do …

… more so with the social Web

Conversations matter …

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Applying these lessons to any business or brand of any size, to any channel, including online… and we learn the fundamentals don’t change.

… intimacy has value and brings a brand to life

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Lessons Learned

• At Dell: We’re learning and engaging daily to build a better business

• Connect directly with customers … like the neighborhood restaurant

• Many opportunities to thank, appreciate and delight

• Listen and respond, bring the experience with the brand to life

• Welcome suggestions, focus on business and customer value

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Being Human

Successful Neighborhood

Business

Social Web

Biz

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It’s not about shiny objects

It’s about pragmatic approaches that the best businesses take to continuously improve

Smart business fundamentals never change

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Fundamentals

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Enabling Scale thru Technology

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Connecting Around the Web

www.dell.com

www.dell.com/conversations

www.direct2dell.com

www.dell.com/twitter

http://www.slideshare.net/dell_inc

http://www.youtube.com/user/DellVlog

http://www.flickr.com/photos/dellphotos/

http://www.facebook.com/dell

Thank You

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