Building Brands Builds Relationships

Dell, Director Global Social

Richard Margetic @ByJove

Global Marketing

August 2006Blog outreach expanded beyond tech Support

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

December 2006Ratings and reviews launched on Dell.com

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?

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

June 2007Dell joins TwitterSells millions in the first year

October 2007Community VIP program launchedDell launches recognition program for our most active community members, with private groups and escalated access.

June 2006Dell TechCenter launched

March 2010Dell joins Sina Weibo in China

2006 2007 2008 2009 2010 2011

March 2012Dell and Red Cross launch Digital Operations Center Dell solutions provide the Red Cross with innovative ways to help Americans impacted by disaster

August 2010Social Media & Community University (SMaC U) launched5,000 team members trained by end of year

June 2010CAP Days launched In-person events for vocal online customers

December 2010Social Media Listening Command Center launched

Eight years of social business

20132012

June 2007EmployeeStorm launchedIdeaStorm for employees

August 2009Swarm Canada launchesGroup buying program goes live throughout Canada

May 2009Swarm launches Group buying program goes live, in Singapore

Feb 2009Social Innovation CompetitionBuilt on IdeaStorm rewarding global social innovation

July 2011Michael Dell joins Google+Jumps to #50 in followers, holds first Dell Hangout

July 2010Michael Dell on Dell ChatterRolls it out company-wide

July 2011Dell launches global G+ site

Feb 2012Dell joins Pinterest

October 2012Dell launches Subject Matter Expert social media program

January 2013Dell Launches Social Net AdvocacyReal time social sentiment tool

December 2012Dell launches Social Media Services Group

January 2011Think Tank program launched

October 2011Dell launches phase two of VIP programBrings enhanced advocacy relationship to our most passionate community members

October 2009Dell joins Renren

September 2008Dell launches YammerFirst enterprisesocial network

October 2009SMaC organization launchedCross-functional central organization

January 2010Social Outreach Services team formed@DellCares launched 3 months later

March 2013Dell launches on Instagram

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Building Relationships

Builds Business

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Relationships are the building blocks of both social networks and business

Transparency

Trust

Credibility

Openness

CareSincerity

Global Marketing5 Confidential04/07/2023

Listening to Be A Better Business, across the Business

Listen, Engage & Act

8 years ago: 4000 posts per day (English) Today: 25,000 posts per day (English)

- Listening in 14 languages -

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Listen & Engage

Harness Insights

Generate Business

Value

Social Net Advocacy Pulse

(SNAP)

Social Targeting

Social CRM

Empower employees

Generate leads Optimize sales

process Improve NPS Increase Marcomm

ROI Lower support

costs

Social Dashboards

Multiple Initiatives at Dell to harness insights from Social and integrate into business

Integrate into existing

processes

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SNAP: How does it work?

Aggregate

Enrich Collate Deliver

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Dashboard shows the SNA metric and customizable daily/weekly/monthly trending chart

Dell SNA for Nov

Detailed Post

metrics

Weekly SNA and

Post Trend

8

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Topics Tab: Provides SNA by different Topic groups – Products, Components, Customer Journey - in a sortable list

Displaying SNA for all

Product Categories

Drill down a specific product

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SNA by Authors

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Listening: Who, What, Where

Who Listening to who’s talking tells you who your advocates are, your influencers, your ranters and your ravers. This forms the basis of all relationship marketing

What What users are talking about gives you your marketing keywords, conversations, messaging points, identifies customer pain points, impacts search results. This is the basis of content marketing.

Where Where customers are talking tells you which platforms you need to create a presence in, market to, amplify messages in and where to put your ad dollars

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Relationship Marketing

Content Marketing

Paid Marketing

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Always on vs. campaigns

• Today’s customers are asking brands to engage them more directly, more often, and more deeply.

• Customers also want more benefits, value and relevancy that comes from two-way communication.

DELL CONFIDENTIAL12

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Five Social Drivers

1. Make meaningful connections based on shared interests

2. Express themselves

3. Recognition / rewards valued by the community

4. Get advice, validation, and assurance about decisions

5. Solve a specific problem (their own or someone else’s)

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Types of Relationships

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Four Priority Engagements

Influencers

Ravers

Experts

Ranters

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Ranter Engagement

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Team begins by just listening and monitoring earned social.

Tech support experts were then hand-selected for their tech problem-solving expertise and superior interpersonal skills.

When pointed at owned social, ournegative sentiment in Facebook was halved in the first two months

On average, the team addresses 3,000 posts a week in 14 languages

– 98% resolution rate

– 45% ranters to ravers

Social Outreach

Today

Social Outreach Team Formed March 2006

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Ravers Engagement

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Thanking Customers #DellLove

Surprise & delight our customers to create memorable experiences

– Weekly videos created to thank customers

– Ability to answer questions or offer Product Recommendations

– 200+ videos created to date with 4MM+ reach

– http://www.youtube.com/watch?v=En5putiBDTg

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“By creating this video to thank me, Dell has successfully evangelized itself … I will go on and on about this incident anytime someone talks to me about Dell or seeks my advice while buying a computer. And so I act as an evangelist for Dell which can possibly get them more business.” – Social Paparazzi, HappyMarketer.com

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Expert Engagement

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Subject Matter Experts Results

• Twitter reach: +1.5M (Second month results)• Increased SOV:

• Integrated SEO to improve key word ranking & traffic to Dell: – Incremental 17.6K visitors to dell.com– 47 more keywords ranking in top 10, 22

which hadn’t been on the first page• Active SME’s:

– Cody Norris, 2 Win8 blogs posts on D2D with+5K views

– Scott Evans, working on 9 part blog series on Virtualization

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September October November DecemberCloud Computing SOV 12% 13.6% 17.6% 29.2%

Windows 8 SOV 10.7% 12.6% 12.3% 14.7%

Program Timing Participant Counts TopicsPilot Launch Class (October) 25 Windows8, Cloud ComputingClass #2 (November - J an) 76 Enterprise

Class #3 (Feb - April) 50 M&A

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SME Program

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Influencer Engagement

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A word about influence

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We lead discussions with customers in socialmedia, through technical forums, industrygroups, and with our major partners

We work with industry experts and analysts,to develop practical innovation that solves real customer problems in a unique way

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Dell’s CAP Days & Social Think Tanks

Customers giving feedback on Dell’s business

Dell facilitating topic-based discussions & brainstorms with influencers not customers

Outside In

Inside Out

Customer Feedback

Customer Feedback

Customer Feedback

Customer Feedback

Influencer

Dialogue

Influencer

Dialogue

Influencer

Dialogue

Influencer

Dialogue

Global Marketing

Four Priority Engagements

Influencers

Ravers

Experts

Ranters

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Goal

Influencers

Ravers

Experts

Ranters

Sweet Spot

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Scaling

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Educating Employees: Social Media & Community University

Principles

Policy

Processes

Training & tools

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SMaC U Today

• > 18,000 employees trained

• > 10,000 employees certified

• We train globally in 55+ countries– Focus on regions where our largest

marketing, sales and product teams exist

• Launched a Training Ambassador program, where certified employees may apply to teach on behalf of the University. 

• SMaC Champions: Certified employees given a list of social activities that they can participate in. One is crowdsourced translations of social media content.

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Social Media Playbook

• Designed for Dell Marketers & individuals responsible for planning & operationalizing social media

• Helps plan, build, execute, measure & syndicate social media strategies

• Provides tools for creating KPI’s & measuring business value

• Includes helpful templates, checklists and worksheets

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SocialMedia Playbook

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Employee vs. Brand Relationships

• Only 12% overlap

• Employees share 8.6 times more tweets and 1.7 times more company URLs than corporate accounts

• Engagement/tweet/ follower for employees accounts is 47 times higher than corporate

Global Marketing

Listen

Prioritize

Engage

Scale