CIO Bay Area Meetup
12
SOCIAL MEDIA FOR BUSINESS Lionel Menchaca, Richard Binhammer Bay Area CIO IT Executives Meetup Mountain View CA August 2009
description
These are slides that Lionel and Richard used to walk through Dell's broader social media strategy.
Transcript of CIO Bay Area Meetup
SOCIAL MEDIA FOR BUSINESS
Lionel Menchaca, Richard BinhammerBay Area CIO IT Executives Meetup
Mountain View CAAugust 2009
DELL CONFIDENTIAL 2
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
DELL CONFIDENTIAL 3
“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
THE DELL STRATEGY
DELL CONFIDENTIAL 5
CHANGING HOW WE DEFINE and ENGAGE
Share Content &
Collect Ideas
Join Conversatio
ns
Tell Our Story
Resolve Dissatisfacti
on
DELL CONFIDENTIAL 6
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
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
7DELL CONFIDENTIAL
Enterprise Community EcosystemEnterprise Community Ecosystem
Direct2Dell
D2D Tech Center
D2D CIO
Partner Communities
/Blogs
Industry Communities
/Blogs
Measurement Tools
DELL CONFIDENTIAL 9
THE POTENTIAL OF SOCIAL MEDIAFrom telling and selling Engagement
One-way messaging Conversation
Reliance on “others” Direct connections
ResultsBetter products and services meeting customer needs
Long-term, honest and authentic customer relationships
Revenue (@DellOutlet leads to new system sales)
A conduit to vocal fans and employees
A network for early warnings
Affinity, loyalty and trust
DELL CONFIDENTIAL 10
A LOOK AHEAD…
STRATEGY IS ONE THING, BUT THERE’S NO SUBSTITUTE FOR ACTION
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
11DELL CONFIDENTIAL
DELL CONFIDENTIAL 12
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
