Reputation and Brand In an Instantly Connected World

Richard Binhammer, Social Media and Community

Amplify Festival, Sydney, Australia, June 6-10, 2011

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Traditionally, Business and Technology: aimed to deliver efficient organization of work through specialization of labor 1776, Adam Smith, Wealth of Nations

First company tohit $1M a day inonline revenue

One of the first companies to launch online

support

First to sell complex

configurable items

Leader in online frictionless

commerce from order to delivery

Dell’s Direct & Online Heritage: Critical Enabler

One of the firstto launch online

discussion forums

Early adopter of social media

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Before the Social Web: Our Online Perspective

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Dell.com Our Communities

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Internet:

Unlike other technologies, the Web was unpredictable; opened more opportunities to change perspectives anywhere it reached

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Interactive Web:

First time in history, technology at home has evolved faster than for business becoming so pervasive that business is catching up to consumer expectations about connectivity, ease of use and how to use

Source: Mary Meeker, 2010 Internet Trends

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June 2005 – August 2006: Several Online Issues = Offline too

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Five years of experiments and experience

April 2006Tech support outreach to blogs

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

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Starting Down a New Road, in a Vehicle, yet to be proven

Even today, the Infrastructure is evolving

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Recognizing & Aligning a Powerful Ecosystem

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Dell.com

External Communities Our Communities

Team Members

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Listening to Be A Better Business, Across the Business

From 4,000 posts/day to 26,000 posts/day

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Two-way dialogue: Innovation and Suggestions

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2007IdeaStorm changes the conversation.

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Dell.com becomes social

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This is a global development: Sina integration with Dell.com

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New opportunities

Further our Direct connections with customers

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Link Online:Behavioral Targeting and Deal Posting

Quality Interaction: No tricks or gimmicks

Relationship Marketing:

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User generated Marketing

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Fans: B2C or B2B

Its all about

Business and People

Special Thanks to BlaM4C & Marshalus & more than 4000 customers

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Customers in need are critical opportunities

Social Media gives them voice & you opportunities

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@DellCares Across the Web Generates Positive Connections

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The Customer: Model Supplies Sales, Followers: 60,000+Issue/Resolution: The customer tweeted in regards to an LCD issue w/her PC on 4/18 to her friends. @DellCares identified the customer was in need of assistance and responded on 4/19, The issue was resolved on 4/29. MSD tweets her a thank you on 5/25, which she responds to immediately.

Customer voices frustration…

… Dell Listens, Engages and

Resolves issue…

… delighting the Customer whose

following retweets to 150k+ users

You're very welcome! @MichaelDell Thank you for the fantastic service - and for the reminder of things still to do! x0x 7:43 PM May 25th via web

Michael Dell jumps in…@ModelSupplies Thanks for contacting @dellcares and for positive feedback too. Thrilled to hear you are a happy Dell customer! 6:14 PM May 25th via web

Model Supplies raves

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Aggregation of Web Content, Rich Media

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Internal Social Networks

• Dell is using Chatter to increase cross-departmental team collaboration

• Over 90,000 Dell employees quickly and easily collaborate around documents and information like sales opportunities, team projects and campaigns

• Fosters relationships• A hybrid of Twitter, Facebook,

Sina, Ren-Ren, Orkut

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Our fabric is changing

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Key Learnings

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SM B2C & B2B

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The world around us is changing

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• Disintermediation between the customer and the expert is happening already

• Users spending more time across the web engaging – beyond company’s website

• Customers trust their peers more than anyone else

• Traditional methods are not scaling; Does Social Media?

companies that embrace this the fastest will win

Control is not as successful as influence

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Don’t Look, Listen or Touch

This is not a strategy that works.

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Think of it as a tool, not a channel

Listen, Engage, Act. It’s at the heart of all strategies…But How to Scale?

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Campaigns are capital intensive.

You can not buy fans & followers for life …

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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

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Customer Centricity:

Inform and Drive Every Part of the Business

The Social Radio for All Employees

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Empowering Employees: Social Media & Community

University

Principles

Policy

Governance

Training & tools

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Customer Connected Employees are your company’s rock stars32

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Authority Exchange

Community

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The Nature of the Connections Changes: from Business & Marketing as Broadcasting to People Having Conversations and Connecting

“The Miracle of the Web” push and publish, Barry Diller

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Business and People

People are empowered.

Technology enables. Humanity rules.

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Are Businesses Less Machine and more Networked Organism?

Human Organizations

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Meanwhile …

Back at the Office

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They are asking about the social web infrastructure

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Where is the ROI Business Value of Social Media

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Yes Virginia, there is ROI Business Value: It is measurable in many forms, there is not 1 number …

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Look across the entire customer lifecycle. It can be used everywhere …

• Insight: Social media improves Dell’s reach and share of voice

• Insight: Social Media provides high Business Value and contributes to demand gen vehicle

• Insight: SM keeps customers engaged, provides solutions and improves loyalty.

• Insight: Social media based support improves sentiment and correlates with higher revenue

• Insight: Established causality between social media activity and purchase

Awareness

Research and Consideratio

n

Demand / Lead Gen and Sales

Support

CLV (loyalty)Dell.com

External Communities

Our Communities

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Connected and Lit Up

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you gonna miss the old car?

Thank You