How Dell became a Social Company

Simone Versteeg

PR & Corporate Communications Manager Dell – @simoneversteeg

Global Marketing

Dell today

• A leading global provider of technology

solutions

• Founded by CEO Michael Dell for $1.000,-

in 1984

• Almost $57 billion revenue

• About 100.000 employees in more than

60 countries

• Extensive portfolio (from tablets to

laptops, desktops, servers and software

& IT Services)

• Customer base: consumers, small &

medium businesses, large corporations,

hospitals, schools & universities

• Since November 2013 The Largest Start-

up

Social Media Services Group

Social is here to stay. Engage or be left behind.

4

”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.”

– Michael Dell

Global Marketing

Tie social media to your business and customer objectives • What are the organizations' goals?

• What is the business plan?

• What is the current relationship with our customers?

• What is the relationship we want with our customers?

How does social media support these goals?

I think it starts with understanding what the organization's goals

are…part of the problem is that too many people want to jump into

a Facebook “strategy” or a Twitter “strategy” – Shel Holtz

Global Marketing Confidential 6 6/6/2014

Social Media Services Group

Dell’s direct and online heritage

First company to hit $1M a day in online revenue

One of the first companies to launch online support

First to sell complex configurable items

Leader in online frictionless commerce from order to delivery

Early adopter of social media

One of the first to launch online discussion forums

Global Marketing 8

August 2006

Blog

outreach

expanded

beyond tech

Support

March 2008

Accepted

Solutions

launched on

Community Dell France begins Online

Community Outreach

December 2006

Ratings and

reviews launched

on Dell.com

July 2006

Direct2Dell launched Today Direct2Dell exists in

English, Spanish, Norwegian,

Japanese and Chinese.

February 2006

Michael Dell asks Why don’t we reach out and help

bloggers with tech support issues?

February

2007

IdeaStorm

launched A voting based site

allowing

customers and

others to submit

ideas for Dell.

June 2007

Dell joins

Twitter Sells millions in

the first year

October 2007

Community VIP

program launched Dell launches recognition

program for our most active

community members, with

private groups and escalated

access.

June 2006

Dell

TechCenter

launched

March

2010

Dell joins

Sina

Weibo in

China

2006 2007 2008 2009 2010 2011

March 2012 Dell and Red Cross launch Digital Operations Center Dell solutions provide the Red Cross with innovative ways to help Americans impacted by disaster

August 2010 Social Media & Community University (SMaC U) launched 5,000 team members trained by end of year

June 2010 CAP Days launched In-person events for vocal online customers

December 2010 Social Media Listening Command Center launched

7 years journey of embedding social to be a better business

2013 2012

June 2007

EmployeeStorm

launched IdeaStorm for

employees

August 2009

Swarm Canada

launches Group buying

program goes live,

throughout Canace

May 2009

Swarm launches Group buying program

goes live, in Singapore

Feb 2009

Social Innovation Competition Built on IdeaStorm rewarding global social

innovation

July 2011

Michael Dell

joins Google+ Jumps to #50 in

followers, holds first

Dell Hangout

July 2010

Michael Dell on

Dell Chatter

Rolls it out

company-wide

July 2011

Dell launches

global G+ site

Feb 2012

Dell joins Pinterest

October 2012

Dell launches Subject

Matter Expert social

program

January 2013

Dell Launches

Social Net

Advocacy Real time social

sentiment tool

December 2012

Dell launches

Social Media

Services Group

January 2011

Think Tank

program

launched

October 2011

Dell launches

phase two of

VIP program Brings enhanced

advocacy

relationship to our

most passionate

community

members

October 2009

Dell joins

Renren

10

IdeaStorm

Purpose

Our goal through IdeaStorm is to give our

customer an avenue to share their ideas on

Dell Products, Services and Operations.

Statistics

• 60,000+ User Accounts

• 20,000+ Ideas

• 743,000+ Votes

• 99,000+ Comments

• 544+ ideas Implemented

Value

• Revenue from IdeaStorm members is

~50% higher than non-members

• Purchase frequency is 33% higher

• Higher Lifetime Value

Social Media Services Group

How social media is embedded throughout Dell Listening impacts NPS, OpInc and Brand

Product development

• Feedback loop

• Early warning

• New product ideation

Marketing

• Demand forecast

• Lead generation

• Message reach

Online presence

• Ratings and reviews

• Communities

• Customer stories

Sales

• Collaboration

• Thought leadership

• Blogs

Customer service

• Listening

• Support widgets

• Outreach

Communication

• Rich media

• Brand reputation

• Influence

• Reputation

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Global Marketing

Think of it as a tool, not a channel

Observe - Listen - Engage - Act. It’s at the heart of all strategies…

Social Media Services Group

Listening From 4,000 to 25,000 mentions per day (English only)

13 Social Media Services Group

Global Marketing

Educating Employees: Social Media & Community University

Principles

Policy

Processes

Training & tools

Global Marketing

Global Marketing

Make your employees worth following…

Global Marketing Confidential 17 6/6/2014

Global Marketing Confidential 18 6/6/2014

Global Marketing Confidential 19 6/6/2014

Global Marketing

When you rock, the world pays attention…

Confidential 20 6-6-2014

Global Marketing

The quest for a single ROI? Business Value across the full customer lifecycle

21

Look across the entire customer lifecycle. It can be used everywhere …

• Insight: Social media improves Dell’s reach and share of voice

• Insight: Social Media provides high Business Value and contributes to demand gen vehicle

• Insight: SM keeps customers engaged, provides solutions and improves loyalty.

• Insight: Social media based support improves sentiment and correlates with higher revenue

• Insight: Established causality between social media activity and purchase

Awareness

Research and Consideration

Demand / Lead Gen and Sales

Support

CLV (loyalty) Dell.com

External

Communities

Our

Communities

CSR: American Red Cross Disaster Operations Center – Powered by Dell

Global Marketing

Final Thoughts

• Trust is not a commodity. It cannot be bought, it must be earned

• Embrace all channels of communications both offline and online and actively listen

• Provide opportunities for your customers, advocates and employees to co-create and be part of your process.

• Engagement and integrity are critical for success in building trust

• Train your employees – and even offer a class on listening for insights and how to bring into the business

Global Marketing

Key takeaways after 7 years of social media experience

• Be customer-centric

• Experiment

• Make being social part of your culture

Global Marketing

Thanks & Join the conversation

@simoneversteeg Werken bij Dell @DellNLTalent @DellLuistert