Dell Outreach in the Blogosphere
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BUSINESS COMMUNICATIONS TRADITIONAL MEDIA LOSE AUTHORITY BLOGS GAIN RELEVANCE WHO DEFINES NEWS IS NOT ALWAYS MAINSTREAM MEDIA – Bloggers routinely break news, leaving traditional media to follow. – “News” now includes people sharing and publishing what information – and opinions – they have. “We don’t own the news anymore.” Richard Sambrook, Director of BBC,Global News “The blogosphere has made the global discussion so much richer — and each of us so much more transparent.” Tom Friedman, The New York Times
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This is the presentation that @JohnatDell and @GeoffatDell gave at Dell's Executive Social Marketing Boot Camp: http://bitly.com/a77RY.
Transcript of Dell Outreach in the Blogosphere
BUSINESS COMMUNICATIONS
TRADITIONAL MEDIA LOSE AUTHORITY
BLOGS GAIN RELEVANCE
WHO DEFINES NEWS IS NOT ALWAYS MAINSTREAM MEDIA
– Bloggers routinely break news, leaving traditional media to follow.
– “News” now includes people sharing and publishing what information – and opinions – they have.
“We don’t own the news anymore.” Richard Sambrook, Director of BBC,Global News
“The blogosphere has made the global discussion so much richer — and each of us so much more transparent.” Tom Friedman, The New York Times
PEOPLE ARE NOW EMPOWERED. TECHNOLOGY
ENABLES. HUMANITY
RULES.
“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,BusinessWeek
CHANGING HOW WE DEFINE AND ENGAGE
Share Content & Collect Ideas
• StudioDell, IdeaStorm• Blogger Roundtables
Join Conversations• Enter conversations via blog posts,
Twitter, Facebook, YouTube, etc.
Tell Our Story • Direct2Dell now leading blog
& serves as “voice” of Dell
Resolve Dissatisfaction
ANTE TO PLAY THE GAMETransparencySpeedAccuracyPersonal way of conversing/engaging/
thinking Ability to add value (vs. pushing
messages)Discipline to retrace your steps
WHAT WE’VE LEARNEDWhen we engage, outcome is almost always positiveThink differently about how and when to “respond” It’s OK that customers are in controlSocial media can put a human face on your company It’s also an effective early warning systemApologies, and thanks, are goldenCompanies that listen, learn and act can:
Improve products, services, processes Enhance their relevance, Build affinity, loyalty and trust
THE ELEPHANT IN THE ROOM
Conversations should be public
Be honest, transparent, and human
Speak with your customers, not to
them
Small sites can open up big sites
People want to hear from someone
that’s “like them”
Words can be as powerful as
actions
NO
BLOG ASSESSMENT
AGGRESSIVEIs the site overly negative and dedicated to
ridiculing others?
NEW BLOG POST FOUNDIs the post positive?
MISGUIDEDDoes the post have the facts wrong?
ACTIONABLE ISSUEDoes the post detail an unresolved customer issue?
NO MONITOR ONLYAvoid flame wars. Monitor thesite for relevant information
and comments.
BLOG RESPONSE CHECKLIST
TRANSPARENCY OF ORIGIN
Your association with Dell is clear. e.g. KerryatDell
A CLEAR GOALYour response aims to
achieve a desired goal.Inform/Guide/
Document/Thank
PERSONALISEDYour response is
not generic. You havethoroughly read the blogand all related entries.
TONEYour response
is conversational andmakes a positive
statement.
CUSTOMER FOCUSEDYour response positions you
as a true customer advocate.
FINAL EVALUATIONBase response on present circumstances, site influence and stakeholder prominence.
Will you respond?
YES
YES
NO
NO
FINAL EVALUATIONYou can agree with post, let it stand or
provide a positive review.Will you respond?
YES
NO
NO RESPONSELet the post
stand.
NO
YES
CORRECT THE FACTSComment with
factual information in comment field.
SUPPORTRectify the situation.
Respond and act upon a reasonable solution.
e.g. Escalate the issue internally.
YES
YES
NO RESPONSELet the post
stand.
BlogsOne person generally controls the topic while others comment
ForumsEveryone contributes both topic and discussion
Online Media OutletsGenerally either a very controlled conversation, or a sea of disconnected voices
TwitterYour public IM
FacebookThe Great Gated Community
COMMUNITIES ARE DIFFERENT
And the outreach approach to each is also different…
Speak to the host, but mindful of your fellow commenters
Speak to crowd. Direct towards specific posts as needed
Speak to the author through email, but also make comment thread aware
Conversation can happen fast- be prepared to move to email
Limited outreach- make use of outside tools to move conversation
