London ad tech_092210final
40
Global Marketing London: AdTech Social Media –Intimacy & Scale Manish Mehta Vice President, Social Media and Community September 22, 2010
description
Transcript of London ad tech_092210final
Global Marketing
London: AdTech
Social Media –Intimacy & Scale
Manish Mehta
Vice President, Social Media and Community
September 22, 2010
Global Marketing2
Soul
Global Marketing3
Social Media:
This is our moment, this isour time
Global Marketing4
Voice Brand
Global Marketing5
Outcome: sustainably interconnected
Global Marketing6
What notes must be written …
Global Marketing7
… that will start a revolution?
Global Marketing
That will rock the world
inside & out
Global Marketing
SYNDICATELISTEN TECHNOLOGY
EXTERNALLYINTERNALLY
Global Marketing
Scalable?
Global Marketing
Reach
Global Marketing
Scaling is an evolution
Global Marketing
Syndicate with scale
Global Marketing
SYNDICATELISTEN TECHNOLOGY
DELIGHTEMPATHY INTIMACY
EXTERNALLYINTERNALLY
Global Marketing
The Neighborhood Business
Global Marketing
Fundamentals
Global Marketing
Business grew and succeeded based on word of mouth
and they still do
… more so with the
social Web
Global Marketing
AMPLIFYACTIVATE PASSIONATES
SYNDICATELISTEN TECHNOLOGY
DELIGHTEMPATHY INTIMACY
EXTERNALLYINTERNALLY
Global Marketing19
Customers and businesses are in this together
Global Marketing20
Employees are your company’s rock stars
Global Marketing21
They will spread the
word…and so will those they
touch
Global Marketing22
… and who you
touch may
surprise you
Global Marketing
AMPLIFYACTIVATE PASSIONATES
SYNDICATELISTEN TECHNOLOGY
DELIGHTEMPATHY INTIMACY
THRIVEDEEPEN ROOTS
EXTERNALLYINTERNALLY
Global Marketing2424
Roots
Global Marketing25 Confidential
Dell’s Key Social Media Milestones
2008
March 2006Community Outreach Team FormedTeam begins by just listening and monitoring conversations to see what’s being said. The tech support experts are hand-selected for their tech problem-solving expertise and superior interpersonal skills.
August 2006Blog Outreach Expands Beyond Tech SupportEngagement with anyone who commented about the company. Business model and other issues considered.
December 2006Ratings and Reviews on Dell.com
2007
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.
2006 February 2007IdeaStorm LaunchedA voting based site allowing customers and others to submit ideas for Dell.
June 2007Dell joins TwitterWhy don’t we reach out and help bloggers with tech support issues?
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 ExpandedStart experimenting with Twitter for business– another venue to help customers, but also thanking Dell customers. Outreach leads to some Twitters asking for help on purchases.
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
2009
2010January 2009Dell Organizes in to 4 customer focused business units
Spring 2009Some Members of Community and Conversations deployed within each of the new Dell Business units
June 2009 $2M+ Sales via TwitterDell outlet on Twitter surpasses $2 million in sales with another $1 million dollars in sales at dell.com
2009Dell TechCenterA Collaborative Community for Datacenter pros grows by 400%
June 2009Global Twitter Revenues of $6.5 M Community across the social web =3.5 million direct customer connections
December 2009Huffington Post BlogDell’s VP of Social Media and Community, Manish Mehta, begins blogging at Huffington Post
March 2010China Micro-Blogging
We have a great heritage
Global Marketing
People everywhere can grow and thrive
Global Marketing
RECOMMENDENGAGEMENT ROI
AMPLIFYACTIVATE PASSIONATES
SYNDICATELISTEN TECHNOLOGY
DELIGHTEMPATHY INTIMACY
THRIVEDEEPEN ROOTS
EXTERNALLYINTERNALLY
Global Marketing
Captureinsights
Global Marketing
Revenue
Views & clicks to dell.com
Community size, Connections
Lower cost, faster hires
Issue tracking, Sentiment,
Share of voice
Myriad of Metrics
Global Marketing
Fancy Reporting
Global Marketing
Distillate
Global Marketing
Social Commerce
Product
Application
Connected and Scaling
Build Out
Experiment
Global Marketing
RECOMMENDENGAGEMENT ROI
AMPLIFYACTIVATE PASSIONATES
SYNDICATELISTEN TECHNOLOGY
DELIGHTEMPATHY INTIMACY
THRIVEDEEPEN ROOTS
EXTERNALLYINTERNALLY
Global Marketing34 Confidential
The fabric is changing
Global Marketing35
Follow or establish
signs
Global Marketing
Not just a campaign, but in harmony across the fabric of a company
Product Group
Marketing
Services Solutions
Online
Sales
CustomerService
CommsPR & HR
QUALITY
DEMAND
CREDIBILITY
CONVERSION
CYCLE TIME
RESOLUTION
REPUTATION
Global Marketing37
It’s not about shiny objects
Smart business fundamentals never change
Global Marketing
Social
Brand
38
Thank You
Global Marketing40
Slide 2: http://images2.fanpop.com/images/photos/2900000/John-Lennon-john-lennon-2985663-1024-768.jpgSlide 4: http://www.grpl.org/wiki/images/thumb/f/f4/Guitar_grass.jpg/410px-Guitar_grass.jpgSlide 5: http://www.wide-eyed.org/images/articles/london1.jpgSlide 6: http://www.uea.ac.uk/polopoly_fs/1.3518.1160398920!music%20scroll.jpgSlide 7: http://edibleapple.com/wp-content/uploads/2009/09/the-beatles-color-wallpaper.jpgSlide 8: http://www.zimbio.com/Live+Earth+concerts/articles/52/Woodstock+Live+Aid+Monster+Concerts+GoneSlide 10: http://farm4.static_flickr_com_3050_3367295141_84d2e5468aSlide 11: http://i.telegraph.co.uk/telegraph/multimedia/archive/01127/queen-phone-460a_1127984c.jpgSlide 12: www.phonephunnies_com_December2001art_DEC-Supervisors1902-w_whipSlide 13http://www.hdtvonthedish.com/Images/645px-Family_Watching_TV_in_the_1950s.jpg http://farm1.static.flickr.com/204/517780061_f67004efd4.jpg?v=0http://retrothing.typepad.com/photos/uncategorized/2008/06/23/consumerreports.jpg Slide 15: www.themeadteagardens.co.uk/ Slide 16: www.chapelhillmemories.com/cat/8/118; http://farm3.static.flickr.com/2201/2089058279_19e60328a4.jpghttp://img.dailymail.co.uk/i/pix/2008/03_01/smileDM0403_468x484.jpgSlide 17: http://www.gettyimages.com/detail/10091911/The-Image-BankSlide 19: http://images.chron.com/blogs/40yearsafter/beatles-houston-500.jpgSlide 20: http://www.behindthehype.com/wp-content/gallery/robert_knight/Robert_Knight_Photo_Rolling_Stones.jpgSlide 21: http://wp.goldminemag.com/upload/contents/290/field_1742/1969w-5scan0002.JPGSlide 22: http://images.mirror.co.uk/upl/m4/dec2009/1/7/the-queen-and-lady-gaga-pic-rex-237552190.jpgSlide 24: http://www.udidahan.com/wp-content/uploads/roots.jpgSlide 28: http://www.communitywealth.com/Newsletter/December%202008/Images/light%20bulb%20in%20hand.jpgSlide 34: http://blog.designchair.co.uk/wp-content/uploads/2010/03/road.jpgSlide 35: http://www.kzerck.net/abbey_road_studios_street_sign.JPGSlide 36: flickr.com/photos/10368062@N02/2506514023/Slide 37: http://farm1.static.flickr.com/163/343982934_5610d4fddf.jpg?v=0Slide 38: http://www.life.com/image/53106636
