Brennan Dell

eCRM & PersonalizationGlobal Online

SOCIAL MEDIA FOR BUSINESS

3

OUR WORLD IS CHANGINGThe online population will double in 4-5 years from 1bn to 2bn

– Fast growing and emerging markets are leading the way– 120 MM people online in China…less than 10% of the population

Content is exploding– More content on YouTube in

2006 than on the web in 2000

MediaTransformation– Customer communication can start

from anywhere today– Single blog posts can have as much

power as major news stories– Citizens are now publishers and

content providers

4

CHANGING HOW WE DEFINE and ENGAGE

Share Content & Collect Ideas

Join Conversations

Tell Our Story Resolve Dissatisfaction

Engage customers by sharing information that matters to them

5

“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.”

Michael Dell,Business Week

6

THE POTENTIAL OF SOCIAL MEDIA

From telling and selling EngagementOne-way messaging ConversationReliance on “others” Direct connections

Results Better products and services meeting customer needs Long-term, honest and authentic customer relationships Revenue (@DellOutlet leads to new system sales) A conduit to vocal fans and employees A network for early warnings

Affinity, loyalty and trust

The Age of the “Informed Consumer”*

*Source: Business week “Wholesale Changes in the Way we Shop”

69%Research Products online before going to a store to make a purchase

62%Have looked at least once at an online peer review before making a purchase

39%Compared a product’s feature and price across retail outlets online before buying

61%Want to be able to scan bar codes and access information on other stores’ prices

9%Used a cell phone to text-message a friend or relation about a product while shopping

4 of 5 peopleuse relationships and peers

while making a purchasing decision.

12/89/8

Major country view

Social Media & Communities

11/14

9/15

9/19

Ratings/Reviews

Forums

Blogs

Wikis

IdeaStorm

Only English version available

9/8

11/149/159/15

9/15

11/14

11/14

9/15

11/14

11/14

Twitter Facebook Flickr YouTube Orkut SlideShare

64 15 5 4 1 1

Twitter

Facebook

Flickr

YouTube

Orkut

Slide Share

In social media conversations, Dell is mentioned 4-5000 times a day

Socializing @ Dell• Dell had support forums online since June 1997• In early 2006, we expanded our listening program• June 2006 we added blogs, then IdeaStorm, then

videos, podcasts, RSS, wikis, ratings and reviews, Twitter, YouTube, Facebook, Flickr, Slideshare...

Podcasts

RSS

Listen

StudioDell

Tweeting on Dell

Dell heard on Twitter that customers thought the apostrophe and return keys were too close together on the Dell Mini 9 laptop and fixed the problem on the Dell Mini 10. Now, the Dell Mini product development team is asking around on Twitter for new ideas for the next generation of the computer.

Dell now has 39 official business accounts across the globe plus over 40 employees.

DELL CONFIDENTIAL 11

A LOOK AHEAD…

STRATEGY IS ONE THING, BUT THERE’S NO SUBSTITUTE FOR ACTION

Web 2.0

• User Generated Content

• Social Media• Online video• RSS• Blogs• Interoperability• Crowd sourcing• Cloud computing

Web 3.0?

• Mobile Commerce• Personalization• Customization • Behavioral Targeting• Crowdsourcing and Friendsourcing • Predictive modeling• Collective CRM• RFID tags & UPCs• Augmented Reality• The Semantic Web• ??

eCRM & Personalization

• Move beyond basic utilization• Repeat visitors stay longer and buy more• Create engagement• Personalization builds relevance• Quality experience over quantity• Understand visitors vs. customers• Give the right message at the right time at the

right place to the right people

Customer Data

$ N

$$$ $$

$

$Utility

Interaction

RelevanceEngagement

Advocate

Relevancy Ecosystem

Customer Data

$ N

$$$ $$

$

$Utility

Interaction

RelevanceEngagement

Advocate

Relevancy Ecosystem – Ideal State

Drive

Read!• Know what’s going on!

– NYTimes.com, your local metro.com, FastCompany.com• Online

– Mediapost.com-OMMA– ReadWriteWeb.com– internetretailer.com– Clickz.com

• Books– Made to Stick Chip Heath– Good to Great Jim Collins– Nudge Richard Thaler– Freakonomics Stephen Levitt– Art of Client Service Robert Solomon– Now, Discover Your Strengths

Marcus Buckingham– Anything by Malcolm Gladwell,

Seth Godin, Thomas Friedman, Paul Krugman

– Ted.com

Write

• Hone your e-mail writing skills.

• Your e-mail self• Study others

‘Rithmatic

Numbers…• Be familiar with financial terms

• Understand analytics and it’s terminology • Analytics are your friend

odds & ends

• Understand Project Management principles• Don’t let technology scare you• SEO and SEM• Usability/Design and Information Architecture• Be knowledgeable of broad trends in the

business• Be a software and MS Office Wizard• Capitalize on what you know!

Manage your persona online

• Remember you live in “Wiki-ality”• Cultivate your network• Your professional is not your personal life • You are what you tweet

Go to the job• Get the most from your internship• Spend a day doing what you want

to do• Network! Get on LinkedIn and

build your network• Collect experiences

– Work for free– Work on campus– Get Involved with organizations– Get a holistic view where ever you

are

Patience

Don’t stop learning!

Add Value!

You are a Brand!

Grow

Thrive

Do what you love

Move forward with purpose

Innovate

Give Thanks

Create

Have grace

persevere

Coordinates

• brennandell@gmail.com• Twitter: @atxpm• LinkedIn: Send me an invitation and say where I met you. • Network with other K-Staters

Dell Onlinewww.Ideastorm.com www.dell.com/conversationswww.direct2dell.comDell on SlideShare: www.slideshare.net/Dell_Inc

Dell on Flickr: www.flickr.com/photos/dellphotos Dell on YouTube: www.youtube.com/dellvlog Dell & Twitter: Dell.com/Twitter