Global Marketing

London: AdTech

Social Media –Intimacy & Scale

Manish Mehta

Vice President, Social Media and Community

September 22, 2010

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Soul

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Social Media:

This is our moment, this isour time

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Voice Brand

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Outcome: sustainably interconnected

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What notes must be written …

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… that will start a revolution?

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That will rock the world

inside & out

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SYNDICATELISTEN TECHNOLOGY

EXTERNALLYINTERNALLY

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Scalable?

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Reach

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Scaling is an evolution

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Syndicate with scale

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SYNDICATELISTEN TECHNOLOGY

DELIGHTEMPATHY INTIMACY

EXTERNALLYINTERNALLY

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The Neighborhood Business

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Fundamentals

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Business grew and succeeded based on word of mouth

and they still do

… more so with the

social Web

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AMPLIFYACTIVATE PASSIONATES

SYNDICATELISTEN TECHNOLOGY

DELIGHTEMPATHY INTIMACY

EXTERNALLYINTERNALLY

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Customers and businesses are in this together

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Employees are your company’s rock stars

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They will spread the

word…and so will those they

touch

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… and who you

touch may

surprise you

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AMPLIFYACTIVATE PASSIONATES

SYNDICATELISTEN TECHNOLOGY

DELIGHTEMPATHY INTIMACY

THRIVEDEEPEN ROOTS

EXTERNALLYINTERNALLY

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Roots

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Dell’s Key Social Media Milestones

2008

March 2006Community Outreach Team FormedTeam begins by just listening and monitoring conversations to see what’s being said. The tech support experts are hand-selected for their tech problem-solving expertise and superior interpersonal skills.

August 2006Blog Outreach Expands Beyond Tech SupportEngagement with anyone who commented about the company. Business model and other issues considered.

December 2006Ratings and Reviews on Dell.com

2007

July 2006Direct2Dell LaunchedToday Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese.

February 2006Michael Dell AsksWhy don’t we reach out and help bloggers with tech support issues?

January 2007StudioDell LaunchedDell’s video and podcast site, with helpful tips and tricks. Eventually expanding this into the YouTube channel making sharing easier.

2006 February 2007IdeaStorm LaunchedA voting based site allowing customers and others to submit ideas for Dell.

June 2007Dell joins TwitterWhy don’t we reach out and help bloggers with tech support issues?

Dell LaunchesEmployeeStormInternal Blogs Launched for Employees.

October 2007Michael Dell quote in Business WeekJeff Jarvis story quote, “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. You can learn from them. You can improve your reaction time. And you can be a better company by listening and being involved in that conversation.”

November 2007DellShares LaunchedThe first investor relations blog by a public company.

January 2008Dell Aligns Organization for Success

February 2008Twitter ExpandedStart experimenting with Twitter for business– another venue to help customers, but also thanking Dell customers. Outreach leads to some Twitters asking for help on purchases.

March 2008Accepted Solutions launched on Community Dell France begins Online Community Outreach

May 2008Dell Outlet Achieves $0.5M in Sales via TwitterCommunity team active on Twitter

Small Business blog launched

April 2008Inside IT LaunchedBlog focused on business customers, and Cloud Computing.

June 2008Channel Blog Launched

2009

2010January 2009Dell Organizes in to 4 customer focused business units

Spring 2009Some Members of Community and Conversations deployed within each of the new Dell Business units

June 2009 $2M+ Sales via TwitterDell outlet on Twitter surpasses $2 million in sales with another $1 million dollars in sales at dell.com

2009Dell TechCenterA Collaborative Community for Datacenter pros grows by 400%

June 2009Global Twitter Revenues of $6.5 M Community across the social web =3.5 million direct customer connections

December 2009Huffington Post BlogDell’s VP of Social Media and Community, Manish Mehta, begins blogging at Huffington Post

March 2010China Micro-Blogging

We have a great heritage

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People everywhere can grow and thrive

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RECOMMENDENGAGEMENT ROI

AMPLIFYACTIVATE PASSIONATES

SYNDICATELISTEN TECHNOLOGY

DELIGHTEMPATHY INTIMACY

THRIVEDEEPEN ROOTS

EXTERNALLYINTERNALLY

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Captureinsights

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Revenue

Views & clicks to dell.com

Community size, Connections

Lower cost, faster hires

Issue tracking, Sentiment,

Share of voice

Myriad of Metrics

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Fancy Reporting

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Distillate

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Social Commerce

Product

Application

Connected and Scaling

Build Out

Experiment

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RECOMMENDENGAGEMENT ROI

AMPLIFYACTIVATE PASSIONATES

SYNDICATELISTEN TECHNOLOGY

DELIGHTEMPATHY INTIMACY

THRIVEDEEPEN ROOTS

EXTERNALLYINTERNALLY

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The fabric is changing

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Follow or establish

signs

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Not just a campaign, but in harmony across the fabric of a company

Product Group

Marketing

Services Solutions

Online

Sales

CustomerService

CommsPR & HR

QUALITY

DEMAND

CREDIBILITY

CONVERSION

CYCLE TIME

RESOLUTION

REPUTATION

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It’s not about shiny objects

Smart business fundamentals never change

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Social

Brand

38

Thank You

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