CIC IWOM Panel: Dell’s Jacqui Zhou on Driving Business & Customer Value via Social Media
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Transcript of CIC IWOM Panel: Dell’s Jacqui Zhou on Driving Business & Customer Value via Social Media
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Driving Business & Customer Value via Social MediaCIC IWOM PANEL SHANGHAI
Jacqui Zhou
Nov 2010
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The wheel
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Progress
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Broad reach
impact & comfort
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The environment was ripe for change
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Small innovations
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Big change
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Foundation accelerated
change
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Broader industry developed
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Citizens were empowered
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Governance
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Guideposts
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Bridging thechasm
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Untapped potential
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Outcome: sustainably interconnected
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Dell’s Key Social Media Milestones
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2008
March 2006Community Outreach Team FormedTeam begins by just listening and monitoring conversations to see what’s being said. The tech support experts are hand-selected for their tech problem-solving expertise and superior interpersonal skills.
August 2006Blog Outreach Expands Beyond Tech SupportEngagement with anyone who commented about the company. Business model and other issues considered.
December 2006Ratings and Reviews on Dell.com
2007July 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.
2006 February 2007IdeaStorm LaunchedA voting based site allowing customers and others to submit ideas for Dell.
June 2007Dell joins TwitterWhy don’t we reach out and help bloggers with tech support issues?
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 ExpandedStart experimenting with Twitter for business– another venue to help customers, but also thanking Dell customers. Outreach leads to some Twitters asking for help on purchases.
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
2009
2010January 2009Dell Organizes in to 4 customer focused business units
Spring 2009Some Members of Community and Conversations deployed within each of the new Dell Business units
June 2009$2M+ Sales via Twitter
Dell outlet on Twitter surpasses $2 million in sales with another $1 million dollars in sales at dell.com
2009Dell TechCenterA Collaborative Community for Datacenter pros grows by 400%
June 2009Global Twitter Revenues of $6.5 M Community across the social web =3.5 million direct customer connections
December 2009Huffington Post BlogDell’s VP of Social Media and Community, Manish Mehta, begins blogging at Huffington Post
March 2010China Micro-Blogging
We have a great heritage
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Broad set of properties & tools across all BU’s Extensive global reach
Dell conversations and reach
Significant depth, breadth and reach
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Dell Overall CSMB Public Large Enterprise
Average number of daily posts
12,500 3,300 500 200
Average number of weekly posts
90,000 28,000 3,500 1,350
Average Twitter reach per day
5,500,000 1,200,000 64,000 95,000
Average Twitter reach per week
38,000,000 7,900,000 450,000 680,000
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Tree of Tenere
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Listening & Engagement
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Command Center
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The Neighborhood Business
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Business grew and succeeded based on word of mouth
and they still do
… more so with the social Web
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Social Content in Path
175K reviews globally66 countries, 15 languages
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62 Countries14 Languages
Over 170,000 Reviews Submitted14,461 Different Products Reviewed
75% of All Ratings 4 or 5 Stars
conversion & margin lift revenue/visitor is 3X higher in Japan; 134% higher in US
Application Generates Business Benefit
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Five Star Program Brand Insights
Delivers Insights, Changes Behavior
Messaging
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Sina integration with dell.com
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User generated Marketing
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… and much more coming …
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Captureinsights
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Revenue
Views & clicks to dell.com
Community size, Connections
Lower cost, faster hires
Issue tracking, Sentiment, Share of voice
Myriad of Metrics
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Fancy Reporting
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Distillate
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Social Commerce
Product
Application
Connected and Scaling
Build Out
Experiment
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Becoming a Social Business
Beyond Commerce
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Not just a campaign, but in harmony across the fabric of a company
Product Group
Marketing
Services Solutions
Online
Sales
CustomerService
CommsPR & HR
QUALITY
DEMAND
CREDIBILITY
CONVERSION
CYCLE TIME
RESOLUTION
REPUTATION
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Tap into the great spirit and
energy
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Customers and businesses are in
this together
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Employees are your company’s rock stars
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SMaC Talk
• Austin - July
• London - Sept
• Xiamen - Nov
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Social Media & Community University
Principles
Policy
Governance
Training & tools
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Aligning a powerful ecosystem
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Dell.com
External Communities Our Communities
Team Members
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Is the ecosystem merging into one?
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Dell.com
External Communities Our Communities
Team Members
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New ecosystem forming?
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Dell.com
External Communities Our Communities
Team Members
Real World + Digital
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It’s not about shiny objects
Smart business fundamentals never change
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You gonnamiss the old
horses?
Thank You
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Slide 11: flickr.com/photos/24838881@N00/185953182
Slide 12: http://bit.ly/bFwfLz
Slide 13: http://bit.ly/cvDIsg
Slide 14: http://www.flickr.com/photos/calebkerr/4303990434/Slide 15: http://blogs.suntimes.com/scanners/fog.jpgSlide 16: http://www.worldinterestingfacts.com/infrastructure/top-10-most-amazing-bridges-in-the-world.htmlSlide 17: http://www.wide-eyed.org/images/articles/london1.jpgSlide 18: http://blog.designchair.co.uk/wp-content/uploads/2010/03/road.jpg
Slide 19: http://www.grpl.org/wiki/images/thumb/f/f4/Guitar_grass.jpg/410px-Guitar_grass.jpgSlide 20: http://www.uea.ac.uk/polopoly_fs/1.3518.1160398920!music%20scroll.jpgSlide 21: http://edibleapple.com/wp-content/uploads/2009/09/the-beatles-color-wallpaper.jpg
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Slide 22:
http://www.zimbio.com/Live+Earth+concerts/articles/52/Woodstock+Live+Aid+Monster+Concerts+GoneSlide 25: http://www.dailycognition.com/index.php/2009/12/27/10-most-extraordinary-trees-in-the-world.htmlSlide 24: http://www.udidahan.com/wp-content/uploads/roots.jpgSlide 28:www.themeadteagardens.co.uk/
Slide 29:http://www.gettyimages.com/detail/10091911/The-Image-BankSlide 34, 35: http://Facebook.com/DellSlide 36: http://bit.ly/cZMEZ7Slide 37:
http://www.communitywealth.com/Newsletter/December%202008/Images/light%20bulb%20in%20hand.jpgSlide 42: http://bit.ly/aPQBvk
Slide 43: flickr.com/photos/10368062@N02/2506514023Slide 44: http://13.media.tumblr.com/tumblr_kqs1fnJUzV1qzpdjwo1_500.jpgSlide 45:http://images.chron.com/blogs/40yearsafter/beatles-houston-500.jpgSlide 46: http://www.behindthehype.com/wp-
content/gallery/robert_knight/Robert_Knight_Photo_Rolling_Stones.jpg
Slide 47: Dell Flickr Site, http://www.flickr.com/photos/dellphotos/Slide 52: http://farm1.static.flickr.com/163/343982934_5610d4fddf.jpg?v=0Slide 53: http://www.iptv.org/iowapathways/artifact_detail_large.cfm?aid=a_000285&oid=ob_000253