How Big Companies Use Social Media

Lionel MenchacaDell

San Francisco | June 23, 2009

“Blending Community and E-Commerce”

BLENDING COMMUNITY & E-COMMERCE

Lionel Menchaca Chief Blogger, Dell Inc. Blogwell – San Francisco June 23, 2009

OBJECTIVE:

Engage customers by sharing information that matters to them

RESULTS:

DIRECT2DELL

– Direct2Dell exists in 5 languages – About 200K page views per month – Almost 1,000 posts since July 2006 – Over 25,000 comments – More than 100 contributors

CONTENT SYNDICATION

Content Syndication = go where the conversations are happening

Dell Community 600,000 users per

quarter

Dell.com Over 100 million users per quarter

Total online population = more than 1.5 billion

SOCIAL WEB STARTING TO EVOLVE

We’re still in the early

stages of the social web

How do we reach

customers in different social

networks?

Forrester’s Five Eras of the Social Web - Jeremiah Owyang

Shared ID options Dell on other sites

CHANGE STARTS WITH CONTENT

 All content you produce needs to be flexible and modular (shareable, embeddable, syndicatible)

 How to Modularize Content? 1.  Tags 2.  Widgets 3.  RSS Feeds

  Where to use modular content: 1.  Populate specific areas on destination sites like

Direct2Dell.com and IdeaStorm.com 2.  Use modular content to populate topic-based Activity

Streams

HOW THE FUTURE LOOKS

Real-time Activity Stream

Ideas

Blog posts

Twitterstream

Comment into

stream Forum Thread

Flickr images/ YouTube videos

Delicious

Podcasts

Relevant content fed into Activity Streams like Linux, Gaming, Environment, Dell Mini Club, etc.

Content from Dell + the community being pulled in and syndicated through tags, aggregated via RSS

Thank You

Lionel Menchaca www.direct2dell.com

Twitter: @LionelatDell

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How Big Companies Use Social Media

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