The Power of Social Media: An Opportunity to Build Better Businesses
17
The Power of Social Media: An Opportunity to Build Better Businesses Allison Dew, Executive Director, Social Media, Analytics, Community & Customer Research Endeavor Entrepreneur Summit, San Francisco, June 2011
-
Upload
allisondew -
Category
Business
-
view
1.230 -
download
0
description
Allison Dew, Executive Director, Social Media, Analytics, Community & Customer ResearchEndeavor Entrepreneur Summit, San Francisco, June 2011
Transcript of The Power of Social Media: An Opportunity to Build Better Businesses
The Power of Social Media: An Opportunity to Build Better Businesses
Allison Dew, Executive Director, Social Media, Analytics, Community & Customer Research
Endeavor Entrepreneur Summit, San Francisco, June 2011
Global Marketing2 Source: Shanghai Web designers via Neville Hobson
Global Marketing
Global Conversations
Listen. Engage. Act
Global Marketing4
A shift in who speaks for your brand
66%OF BRAND TOUCHPOINTS ARE NOW GENERATED BY CUSTOMERS
34%OF BLOGGERS POST OPINIONS ABOUT PRODUCTS
Global Marketing5 Graphic thanks to @Gapingvoid
Love your product/service
Need help using it
Helping someone else
with your product
Conversations are
conversationsnot
Business segments
Where to find youShare an idea with you
Share with others how & why you have great products/services
Global Marketing
Surprising Sometimes!
Where your fans and are and the sharing is both
B2B & B2C
Special Thanks to BlaM4C and Marshalus
& more than 4000 customers before Dell was on Flickr
Global Marketing7
Five years of experiments and experience
August 2006Blog outreach expands beyond tech Support
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
China Micro-Blogging
2006 2007 2008 2009 2010 2011
Confidential
October 20101Altimeter recognizes Dell with
“Open Leadership Award for Innovation and Execution on
Listening
June 2010
Dell launches B2B pagesFacebook
April 2011 Dell named #1 most social brands in ranking of 100 top
Dell Social Media and Community University launched/5,000 teammembers trained byend of year(Aug.)
March 2010 Launch @DellCares; today 24/7 11 languages
Dec 2010 launched
Social Media Listening
Command Center
Global Marketing
Recognizing & Aligning a Powerful Ecosystem
Confidential8
Dell.com
External Communities Our Communities
Team Members
Global Marketing9 Confidential 04/10/2023
Listening to Be A Better Business, Across the Business
From 4,000 posts/day to 26,000 posts/day
Global Marketing
Customers in need are critical opportunities
Social Media gives them voice & you opportunities
Global Marketing
User generated Marketing
Global Marketing
New opportunities
Further our Direct connections with customers
12
Link Online:Behavioral Targeting and Deal Posting
Quality Interaction: No tricks or gimmicks
Relationship Marketing:
Global Marketing
Listening Impacts Virtually Every Business Function
Product Development
• Feedback Loop• Early Warning• New Product
Ideation
Marketing
• Demand Forecast• Lead Generation• Message Reach
Online Presence
• Ratings & Reviews• Communities• Customer Stories
Sales
• Collaboration• Thought
Leadership• Blogs
Customer Service
• Listening• Support Widgets• Outreach
Communication
• Rich Media• Brand Reputation• Influence• Reputation
Global Marketing
Think of it as a tool, not a channel
Listen, Engage, Act. It’s at the heart of all strategies…But How to Scale?
Global Marketing
Yes Virginia, there is ROI Business Value: It is measurable in many forms, there is not 1 number …
Healthy at each point
Constantly listening, learning, engaging & acting
Building a better business
Global MarketingConfidential16
Simple Takeaways
• Starts with listening…. …deploy across the business
• Empower/train your employees: They are your best spokespeople and can address specifics within their area of responsibility
• It is a journey… … you need to keep innovating
Thank You
