You Brand is Being Discussed, Are You Listening?

YOUR CUSTOMERS ARE

TALKING ABOUT YOU

Sean McDonaldDirector, Communities and ConversationsGlobal Communications

Twitter: smcdonaldatdell1

DELL CONFIDENTIAL 2

Real Life?

COMMUNICATION IS

DIFFERENT NOW

– Human beings talk with each other – a conversation

– Traditional corporate communication is a one way communication – easy to ignore

– Web 2.0 opens up ability to have conversations

3

© Hugh McLeod

http://www.gapingvoid.com/Moveable_Type/archives/004377.html

IT HAS ALWAYS BEEN

ABOUT RELATIONSHIPS

DELL CONFIDENTIAL 4

The Break Up

http://bringtheloveback.com/2007/05/19/why-the-movie-and-why-this-movie/

..\..\My Videos\The Break Up.mov

SO WHY SHOULD A

COMPANY CARE?

You have an online presence

You sell or service customers

You spend $ on advertising

You spend $ on branding

You want customers to be your marketing force

Your customer know how to use Search (Google anyone?)

DELL CONFIDENTIAL 5

DELL CONFIDENTIAL 6

WHAT HAS CHANGED?

Trends that are quietly

changing our world

EVERY SECOND…

8 million

text messages

3 new DSL

subscribers

2 new blogs

are created

2 million

e-mails

25

Mobile phones

sold

7 PCs sold

1400 videos

viewed on

YouTube

1200

google

searches

23 new

domains

registered

7 people logon

for the

first time

17000 IMs

sent on Yahoo

18000

songs illegally

shared

The number of text messages sent and received

every day ……exceeds the population of the planet.

OUR WORLD IS

CHANGING…People - 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 – it is exploding

– More content on YouTube in 2006 than on the web in 2000

Media Transformation

– 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

DELL CONFIDENTIAL

Digital Data Explosion

Amount Of

Digital

Data Online

Six-fold increase in digital data in four years

2006 2010

2006:

161 Exabytes

2010:

988 Exabytes

200920082007

•95% of data unstructured

•Average F1000 company has

1 petabyte (50x increase

in 3 years)

Source: IDC, March 2007

DELL CONFIDENTIAL 16

CITIZENS ARE NOW

CREATING AND

PUBLISHING

Why has this happened?

Customers, Employees, Shareholders get information from more trusted sources

– Pervasive use on internet as a communication tool

– Content creation, information sharing, and publishing have shifted

– We get our messages from variety of sources

– Web 2.0 technologies move content faster than ever before and across languages

17

Enterprise is no longer in control of

information/communication

WHAT HASN’T CHANGED?

HUMAN BEINGS


TRUSTED OPINIONS

STILL MATTER

78%RANK

CONSUMER

RECOMMENDATIONS

AS THE

MOST CREDIBLE

FORM OF

ADVERTISING.

-NIELSEN

THESE EXTERNAL CHANGES

ULTIMATELY DRIVE

CHANGES IN YOUR

BUSINESS

AND IN YOUR LIVES


1•Listen

2•Join Conversations

3•Tell YOUR Story

4

• Collaborate with Stakeholders

WHAT CAN A COMPANY

DO?

HOW DOES DELL

LISTEN AND ENGAGE?


IT IS 10% TECHNOLOGY

+

90% PEOPLE & PROCESS


BUT GREAT TECHNOLOGY

FACILITATES BETTER

PROCESSES AND WAYS

FOR HUMAN BEINGS TO

CONNECT


SOME TOOLS


PEOPLE & PROCESS

Give people a place to have a discussion and join them



“A company this size is

not going to be about a

couple of people

coming up with ideas.

It’s going to be about

millions of people and

harnessing the power

of those ideas.”

Michael Dell

ROI


ROI

DEPENDS ON YOUR

OBJECTIVE


OPEX $

– Volume and views of AS yield answers to benefit all forum users and saves Support OPEX $

– Challenge – make user generated content easier to find and use

– Quickly identify solved Q&A for content creation

– Rewards and encourages users to generate answers


1381

2656

4318

February March April

Accepted Solutions OPEX $ Savings

CUSTOMER ENGAGEMENT


“Dell's come a long way since the Dell Hell days on the community front, but this is the first time I've seen some press on the email

front. Love them or hate them, there's definitely some great content in email

…Injecting website ratings and reviews into Dell's email channel. Bold, direct, and much

more effective than generic customer testimonials”

“I got all my research done while on Dell.com. The ratings from other

customers helped me so much in deciding what computer/laptop I want

to purchase.”

“That you think enough about your customers to care what they think of

your product.”

“…customer reviews. Very informative”

1,000,000 votes on 7900 Entries

CUSTOMER ENGAGEMENT

DELL CONFIDENTIAL

EXTERNAL VALIDATION

- GOOD FOR BRAND


Questions for you…

1. Do you know where your company is mentioned?

2. How many times your company is mentioned (online)?

3. How many times your competitors are mentioned (online)?

4. Who are influencers for your company and your competitors?

5. What are the ideas that your customers and employees have that can help prioritize your business?

6. Do you want your customers to be discussing your brand and products on your site or elsewhere?


LEADERS WILL ENTER & BECOME RELEVANT

IN CONVERSATIONS THAT OCCUR

EVERY DAY

IN EVERY LANGUAGE

ALL AROUND THE WORLD

ABOUT THEIR COMPANY OR PRODUCT

Companies that cling to the past may not realize it, but they will lose relevance.

PARTNERS AND TOOLS

Blogs, Forums, Wikis, Groups, Galleries

Product Ratings & Reviews

IdeaStorm

Social Media Monitoring


One last thought…

SMILE MORE

makes your customers happy and your competition worried


You Brand is Being Discussed, Are You Listening?

Business

Transcript of You Brand is Being Discussed, Are You Listening?