Marketing 2 conference hamburg march 2012
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Richard Binhammer, Dell, Social Media M2C, March 26, 2012, Hamburg, Germany The Journey of Building a Social Business: Corporate Culture, Employees & Creating Powerful Social Connections
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a quick look at the journey of building a social business, business value and importance of social for customer connectednesss
Transcript of Marketing 2 conference hamburg march 2012
Richard Binhammer, Dell, Social Media
M2C, March 26, 2012, Hamburg, Germany
The Journey of Building a Social Business: Corporate Culture, Employees & Creating Powerful Social Connections
Global Marketing
Technology is changing business again…social web is at forefront
Global Marketing3 Graphic thanks to @Gapingvoid
Love your product/service
Need help using it
Helping someone else
with your product
Conversations are
conversationsnot
Business segments
Where to find youShare an idea with you
Share with others how & why you have great products/services
…………….and more
Global Marketing4 Confidential
Global Marketing5
River Boat Business?
Global Marketing6
Radio Business?
Global Marketing7 Confidential 04/11/2023
Phone Business?
Global Marketing8
This Is What Business Has Always Been About…Social brings new dynamics to continuing to grow the intersection
BusinessValue
Customer Value
Making Business Better
Global Marketing
Scaling????Listen, Learn, Engage & Act
5 years: 4000 posts per day to 25,000 post per day9
Global Marketing
A Tool to be Leveraged Across the Fabric of a Company: different functions, uses and values
Product Development
• Feedback Loop• Early Warning• New Product
Ideation
Marketing
• Demand Forecast• Lead Generation• Message Reach
Online Presence
• Ratings & Reviews• Communities• Customer Stories
Sales• Leads• Collaboration• Thought
Leadership• Blogs
Customer Service
• Listening• Support Widgets• Outreach
Communication
• Rich Media• Brand Reputation• Influence• Reputation
Global Marketing11 Confidential
Six years of experiments and experience
August 2006Blog outreach expands beyond tech Support
August 2006Blog outreach expands beyond tech support
December 2006Ratings and reviews 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?
January 2007StudioDell launchedDell’s video and podcast site, with helpful tips and tricks. Eventually expanding this into the YouTube channel making sharing easier.
February 2007IdeaStorm LaunchedA voting based site allowing customers and others to submit ideas for Dell.
June 2007Dell joins Twitter
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 expanded
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
January 2009Dell Organizes in to4 customer focused business units
Spring 2009Some Members of Community and Conversations deployed within each of the new Dell Business units
June 2009$2M+ Salesvia Twitter
2009Dell TechCenter
June 2009Global Twitter revenues of $6.5 M
December 2009Huffington Post Blog
March 2010China Micro-Blogging
2006 2007 2008 2009 2010 2011
Altimeter recognizes Dell with “Open Leadership Award for Innovation and Execution”
(Oct.)
Dell Social Media and Community University launched/5,000 teammembers trained byend of year(Aug.)
DelllaunchesB2B pagesFacebook(Jun.)
Dell named #1 most social brand in ranking of 100 top brands
Social Media Listening
Command Center
Global Marketing
Improve Data Quality
Usability & Application
12
From Incident to Aggregation and Meaning
> Business Application
Global Marketing13
ROI?
Business Value across the full customer lifecycle
Global Marketing
Yes Virginia, there is ROI Business Value: It is measurable in many forms, there is not 1 number …
Global Marketing
AWARENESS
RESEARCH AND
CONSIDERATION
DEMAND AND LEAD GEN/SALES
CUSTOMER SERVICE/SUPPORT
LOYALTY AND
ADVOCACY
Social media improves Dell’s reach and share of voice
Social Media provides high business value and contributes to demand gen vehicle
Social media keeps customers engaged, provides solutions and improves loyalty
Social media based support improves sentiment and correlates with higher revenue
Established causality between social media activity and purchase
Global Marketing16
Governance
Global Marketing
Customer Connected Employees are your company’s rock stars17
Global Marketing18 Confidential 04/11/2023
• Individualized Information• Conversation, Collaborate,
Connect• People and Relationships to
connect and build• Rapid Response/Agility• Real Time• Facts and Feelings• Powerful Networks• Communities• Listen and Collaborate• Leadership and Bottoms Up too
• Mass Media• Control and Push Messaged• Institutions to distribute and
connect• Issue Management• Deadlines• Just the Facts• Powerful Media• Target Audiences• Announce/All answers• Top Down
Fundamental Changes to Organizations and Operations
Global Marketing19 Confidential
Sizzle? or The Hard Work of Getting it Done for Better Business
04/11/2023
