Social Media Strategy
26
DELL CONFIDENTIAL 1 SOCIAL MEDIA STRATEGY Lionel Menchaca, Richard Binhammer Social South Birmingham, Alabama August 2009
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Social Media presentation by Richard Binhammer and Lionel Menchaca from Dell at Social South Conference.
Transcript of Social Media Strategy
DELL CONFIDENTIAL 1
SOCIAL MEDIA STRATEGY
Lionel Menchaca, Richard BinhammerSocial South
Birmingham, AlabamaAugust 2009
AN OVERVIEWTraditional Communications Social Media
Mass media and Regions Customization and Global
Control and Push Message Conversation and Collaboration
Institutions (print, broadcast, ad-buys)
People and Relationships
80:20 media relations 20:80 media relations
Issues Management Rapid Response
Deadlines Real time
Just the Facts Facts and Feelings
Powerful Media (who matters) Powerful Networks
Target Audience Communities
Announce-All Answers Listen, Collaborate, Input, Act
DELL CONFIDENTIAL 3
THE WORLD THAT WAS…
Lionel’s WorldPre-Direct2Dell
DELL CONFIDENTIAL 5Graphic thanks to Kathy Sierra at “Creating Passionate Users”
Richard’s World, Pre-Lionel
6
…And the World Was Good…
…Except for background rumblings
OUR WORLD IS CHANGING
The online population will double in 4-5 years from 1bn to 2bn
– Fast growing and emerging markets are leading the way
– 120 MM people online in China…less than 10% of the population
Content is exploding
– More content on YouTube in 2006 than on the web in
2000
MediaTransformation– Customer communication can
start from anywhere today
– Single blog posts can have as much power as major news
stories
– Citizens are now publishers and
content providers
Lionel said: “YOU CARE
ABOUT SOCIAL MEDIA
because….
DELL’S DIRECT MODEL, ONLINE HERITAGE, CEO said:
2 billion conversations/day “With respect to 2005 and 2006, I don’t think there
was a single event but rather a series of events that came together. The marketplace changed,
global markets expanded and there was tremendous growth in the blogosphere.
What’s most important, in the long run, is how we learn from any situation and
improve for our customers…” Michael Dell Q & A with Shel Israel,
January 19, 2008
THE CONNECTED EFFECT
Short Attention SpanMedia Overload
Proactive AvoidanceAversion To Intrusion
And RichardatDell thought: Networked , Direct Connections
DELL CONFIDENTIAL 11
THE DELL STRATEGY
4000 + CONVERSATIONS
DAILY ROLL ON BY
LISTEN, LEARN AND
PARTICIPATE
CHANGING HOW WE DEFINE and ENGAGE
Share Content &
Collect Ideas
Join Conversatio
ns
Tell Our Story
Resolve Dissatisfacti
on
OBJECTIVE:
Engage customers by sharing information that matters to them
RESULTS:
Direct2Dell
– Direct2Dell exists in 5 languages
– About 200K page views per month
– Almost 1,000 posts since July 2006
– Over 25,000 comments
– More than 100 contributors
15
Lesson 1: Plan, but go where
conversations takes you
Customer support
Direct2DellBlog Response
IdeaStormStudioDell Dell Tech Center
Ratings & Reviews
Facebook(both Consumer
and SMB) Dell on Twitter @DellOutlet, employees
Internal Blogs
EmployeeStorm
Inside IT, Dell Tech Center, DellShares, Edu4u
Digital Nomads
Dell on Flickr and YouTube
LESSON 2: MULTI-PRONGED STRATEGY: JOIN CONVERSATIONS AND PARTICIPATE
LESSON 3: IT’S A BIG WORLD OUT THERE
Content Syndication = go where the conversations are happening
Dell Community600,000 users per
quarter
Dell.comOver 100 million users per quarter
Total online population = more than 1.5 billion
LESSON 4: ONLINE & OFFLINE INTERACT TOGETHER
18
19
NEW CUSTOMERS
LESSON 5
BECOME PART OF YOUR
CUSTOMER’S WORLD,
NOT REVERSE
FIND YOUR FANS!
PREFERENCE- BASED
CONTACT
75% TRUST THEIR PEERS,
NOT ADVERTISING
YOUR KNOWLEDGE
HUMANIZE YOUR
COMPANY
PARTNERS
1.45 BILLION REASONS
TO ENGAGE
DELL CONFIDENTIAL 20
A LOOK AHEAD…
….ALTHOUGH
STRATEGY IS ONE THING, BUT THERE’S NO SUBSTITUTE FOR ACTION
HOW TO START? Rule #1 about social media content: You do not own the
content you create… your customers do
In many cases, a blog is not the place to start; Sounds cliché, but start by listening… then decide where/ how to engage first
Producing content via the same social media tools your customers use allows 3 things:
1) Makes your content sharable
2) Gets your content to customers where they are
3) Gives you a reason to connect with fans
SOCIAL WEB STARTING TO EVOLVE
We’re still in the early
stages of the social web
How do we reach
customers in different social
networks?
Forrester’s Five Eras of the Social Web - Jeremiah Owyang
Shared ID options Dell on other sites
23
A MILLION REASONS NOT TO ENGAGE
“WE’RE B2B”
FEAR
COMMITTEES RULES
GOOD IDEA, DO IT NEXT
YEAR
OUR CURRENT MODEL WORKS
FINE, WHY CHANGE?
WE DON’T HAVE THE
EXPERIENCE WHAT IF CUSTOMERS ASK FOR SOMETHING
WE CAN’T DELIVER?
THE STUMBLING BLOCKS
WE DON’T WANT NEGATIVITY
WHAT’S OUR STRATEGY?
THE POTENTIAL OF SOCIAL MEDIAFrom telling and selling Engagement
One-way messaging Conversation
Reliance on “others” Direct connections
Results Better products and services meeting customer needs
Long-term, honest and authentic customer relationships
Provide value for customers
Activate vocal fans and employees
Competitive differentiation
Affinity, loyalty and trust
“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
Key Coordinates:www.dell.com/conversations
www.direct2dell.com
http://richardatDELL.blogspot.com del.icio.us
Lionel MenchacaDell on SlideShare: www.slideshare.net/Dell_Inc Dell on Flickr: www.flickr.com/photos/dellphotos Dell on YouTube: www.youtube.com/dellvlog Dell & Twitter: Dell.com/TwitterMe on Twitter: @LionelatDell
