Dell - Intimacy and Scale in Social Media
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Transcript of Dell - Intimacy and Scale in Social Media
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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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Global Marketing2
History
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Global Marketing
Fundamentals
3
Enabling Scale thru Technology
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Global Marketing4
Conversations
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Global Marketing
The pinnacle of mass media:
Intimate to watch …
… produced on huge scale
5
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Global Marketing6
Extensive reach
… but no real connections or interactions
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Global Marketing7
Over time, more sophisticated smarter & appealing
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Global Marketing
Soon, a television in every room, a station for everyone, advertising for all.
Scale not intimate …
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Global Marketing
THE CONNECTED EFFECT
Short Attention SpanMedia Overload
Proactive AvoidanceAversion To Intrusion
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Global Marketing
Along comes the interactive Web.
Fragmented targets,interactive & engaging, more choice, more niches than broadcast
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Global Marketing11
Users begin engaging with content, sharing links, moving around, connecting widely across the web.
Scalable, right?
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Global Marketing12
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
Marketing
Sustainability, green products
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Global Marketing13 Confidential
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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Global Marketing14 Confidential
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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Global Marketing15
Scalable?
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Global Marketing16
Scaling is an evolution.
Business fundamentals do not change.
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Global Marketing
Fundamentals
17
Enabling Scale thru Technology
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Journey back in time …
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Global Marketing
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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Global Marketing
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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Global Marketing
Convenience
More convenient every day to more people in more ways
More welcoming?Feel special?
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Global Marketing
Products & Services
Richly showcase products; can also be powerfully “efficient & effective”
Deliver delightful and personal service?
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Global Marketing
Recognize & Personalize
Recognize returning visitors, offer recommendations based on behavior
Good at context –adjust our approach?
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Global Marketing
Thank You & Appreciation
Acknowledgement, follow-up emails, coupons and offers
Surprise and delight? Turn promoters into ravers?
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Start simple
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Global Marketing
Listening and Conversations
Web conversations (forums, blogs, social networks). Ratings & reviews
Actively listening & responding?
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Everywhere?
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Global Marketing
Suggestions & Action
Online feedback and surveys
Ask for ideas? Take timely action?
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Global Marketing
Business grew and succeeded based on word of mouth
… and they still do …
… more so with the social Web
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Conversations matter …
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Global Marketing
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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Global Marketing
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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Global Marketing33
Being Human
Successful Neighborhood
Business
Social Web
Biz
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Global Marketing
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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Global Marketing
Fundamentals
35
Enabling Scale thru Technology
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Global Marketing3636
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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Global Marketing37
Slide 2: http://www.flickr.com/photos/chavals/3045853162/ Slide 5: http://www.hdtvonthedish.com/Images/645px-Family_Watching_TV_in_the_1950s.jpgSlide 6: http://farm1.static.flickr.com/204/517780061_f67004efd4.jpg?v=0Slide 7: http://mediaxstream.tv/wp-content/uploads/2009/04/istock_000006091595xsmall.jpgFridge: http://taxine.com/fullerspicer/tds_furness.jpgChannel:http://4.bp.blogspot.com/_RHZ80ROtQ6k/SeWK8Vl79MI/AAAAAAAADUM/jIgFJV1QaI8/s400/ChanelNo22a.jpgSlide 8: http://retrothing.typepad.com/photos/uncategorized/2008/06/23/consumerreports.jpgSlide 11 and 12: http://datamining.typepad.com/gallery/blog-map-gallery.htmlSlide 19: http://www.flickr.com/photos/lawatt/2668593958/; http://www.flickr.com/photos/calhobbes74/2115741812Slide 21: www.themeadteagardens.co.uk/Slide 22: http://www.flickr.com/photos/yeungkeefu/218541818 Slide 24: http://img.dailymail.co.uk/i/pix/2008/03_01/smileDM0403_468x484.jpgSlide 25: http://www.cherylmouchette.com/images/handshake.jpgSlide 26: www.chapelhillmemories.com/cat/8/118Slide 27: http://images.easyart.com/i/prints/rw/en_easyart/lg/8/7/Couple-enjoy-a-cuddle-on-a-park-bench-MirrorPix-87883.jpgSlide 28: http://farm3.static.flickr.com/2201/2089058279_19e60328a4.jpgSlide 29: http://www.gettyimages.com/detail/10091911/The-Image-BankSlide 30: www.nycgovparks.org/.../restaurant.html Slide 34: http://farm1.static.flickr.com/163/343982934_5610d4fddf.jpg?v=0