Social Engagement, Building Customer Brand Alliance Through Sustainable Conversations

Social EngagementBuilding Customer Brand alliance through sustainable conversation.

Stephen Jio, Dell @stephenjatdellECR Ireland Shopper Engagement Conference11 November 2015

Dell - Restricted - Confidential2

Transition – Traditional / Digital / Social Media

$35

$36$38 $39

$41

$45

$18$19

$29

$37

$48 $55

$15

$35

$55

2008 2010 2012 2014 2016 2018

Broadcast vs. Digital Spend ($ US Billion)

Broadcast Digital

8.00% 11.40% 13.50%15.30%

16.80%

0.00%

20.00%

2013 2014 2015 2016 2017

Social Media’s % of digital ad spend

Western EuropeSource: eMarketer 04/2015

Source: FTI 2015

© 2015 Dell @stephenjatdell


Social Engagement – Brand Alliance

Sustainable Conversation

Distribution Paid/Viral

Community Sharing

Engagement

Brand Alliance

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

reduced marketing expenses

improved sales

generated leads

greater marketing insights

larger loyal fan base

increased digital traffic

amplified Brand exposure

Benefits From Social Media

2015 Social Media Industry Report, Social Media Examiner


Cycle of Social Conversation


Social Engagement – Sustainable Conversations

Question Reward Humour ControversialIn Store

Activation

Social content that lives beyond its initial posting through sharing, reposting and community commentary

Five types of Social activities that generate sustainable conversation



Sustainable Conversation: Question

Target is spending 61%

of 2015 Holiday

media spend in

Digital and Social Media

Advertising Age - 2015

Tip:

Keep questions as ‘tight’ as possible to avoid #McDStories fiasco



Sustainable Conversation : Reward

Tip:

Social competitions are great, but it can lead to Social fatigue as only a few actually win.

Dell Outlet became the first business Twitter page to exceed 1 million followers along with being the first business on Social Media to generate over a million US dollars in revenue



Sustainable Conversation : Humour

Tip:

‘By using humor in your content on social media, you help to associate pleasant feelings with your brand.’ –

Angie Pascale



Sustainable Conversation : Controversial

Tip:

Be prepared to face criticism and respect all comments. Only engage when asked to or to create clarity.



Sustainable Conversation : In Store Activation

40% of all social media users have purchased items online or in-store after sharing or “favorite” them on Facebook, Twitter or Pinterest.* *Source Vision Critical 2014

Tip:

Extend your Social footprint into the physical location, encourage sharing.



Sustainable Conversation – Ticking All The Boxes…along with reinforcing the Brand ethos

As of June 2015, source linkshuman.com

Tip:

Look to where your Social audience is; it’s not always Facebook!


Thank you!@stephenjatdell

Dell Venue Pro 10 Windows tablet

Social Engagement, Building Customer Brand Alliance Through Sustainable Conversations

Social Media

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