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Social Media @DellGøril MathisenSocial Media Ground Control@GorilatDell
Global Marketing
More than seven years of social media experience20Mfans/followersGlobal Marketing
We are engaging in 1.5 billion customerconversations each year.“Engaging in honest, directconversations with customers andstakeholders is a part of who we are,who we’ve always been. The social webamplifies our opportunity to listen andlearn and invest ourselves in two-waydialogue, enabling us to become abetter company with more to offer thepeople who depend on us.”-Michael DellGlobal Marketing
CommunicationOnline SalesSOSCommandCenterIdeaStormSMaC USource: Survey of 140 Corporate Social Strategists,Altimeter Group, November 20105Global Marketing
Foundation of social strategy:Focus on Value DriversValue to CustomersOnline communities meet variety of needsacross customer segments, enablingcustomers to 1. Make meaningfulconnections based onshared interestsValue For DellOnline communities create potential for tangibleimpact against Dell’s key value drivers:Marketing SpendEfficiencyTraffic2. Express themselvesConversion Rate3. Receive exclusiverewards and recognition4. Get advice, validation,and assurance aboutdecisions5. Solve a specific problem(their own or someoneelse’s)Basket SizeCustomerLifetime Value Brand awareness Lead generation Net Promoter Score Unique visitors Visits/page views Leaks in purchasepath Average order value Retention ProfitabilityCost Savings Support Sales and marketingCustomerInsights to DriveInnovation Indirect R&D savingsGlobal Marketing
Listen, Learn, Engage & ActDell’s Social Media Listening Command CenterGlobal Marketing
Social Media Listening Command Center:Monitor conversation volume & sentimentGlobal Marketing
Training iscritical forboth riskmitigation &scalingengagement9ConfidentialGlobal Marketing
Transparency in company affiliation10ConfidentialGlobal Marketing
Empowering employees: Social Media &Community UniversityPolicyPrinciplesGovernanceTraining & tools11ConfidentialGlobal Marketing
Empower team members through certification(3) Mandatory Classes(1) Platform of choice“Best in class training”“Consider Dell, which has two typesof defined training models:a guideline-focused course for everyoneand a series of in-depth courses that arerequired for anyone representing thecompany in social media ”Global Marketing
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Customer Experience Through Social MediaSocial Outreach team formed in 2006 Tech support experts were thenhand-selected for their tech problemsolving expertise and superiorinterpersonal skills On average team addresses 4,000posts a week in 14 languages– 98% resolution rate– 50% ranters to ravers conversion– Team proactively developing helpfulcontent based listening and engagements14Global Marketing
Continuing the conversation & riding the bike 15Global Marketing
Global Marketing
Customerconnectedemployees areyour companiesrock stars 17Global Marketing
What Dell did forthe AmericanRed Cross18Global Marketing
Thank You!Q&A@GorilatDell19Global Marketing
Our top ten SMaC University learning’s:# 1: Ground training in strategy and vision for team’s role in social media# 2: Make certification a requirement# 3: Goal to have employees activated# 4: Determine the required information that employees MUST KNOW inorder to be activated# 5: Mixed teaching style with lecture, dialogue, exercises and scenarios20Global Marketing
Our top ten SMaC University learning’s:# 6: Launch Training Ambassadors for global scale and regionalrelevance# 7: Launch with in-person to “be the social face” & address questions# 8: Evolve your training curriculum to include real time mistakes# 9:Myriad of tools to continue the conversation: SMaC U Chatter group,Videos, Adobe Connect# 10: Identify and reward the small courageous steps21Global Marketing
Empower team members through certification (3) Mandatory Classes (1) Platform of choice "Consider Dell, which has two types of defined training models: a guideline-focused course for everyone and a series of in-depth courses that are required for anyone representing the company in social media " "Best in class training"
