Starbuck, Dell hell - Why and How Listen - 2012
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Julien Ferla Head of Digital - [email protected] Starbucks Third brand on Facebook 25 millions Fans Dell Hell How and Why Listen !
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Transcript of Starbuck, Dell hell - Why and How Listen - 2012
Julien Ferla Head of Digital - [email protected]
StarbucksThird brand on Facebook 25 millions Fans
Dell HellHow and Why Listen !
What others do
You love it or you hate it you can discuss it
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and someone will answer you
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What others do
My Starbucks idea Crowdsourcing website ww.mystarbucksidea.force.com
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What others do
What others do
What others do
What about Starbucks on Facebook ?
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The ads turn around customers, they hire them
25’000’000 fans
1% participate at the App «Curve your Pumpkin Pic» = 250’000 send a pictures to their friends 130 average friends
= 32’500’000 persons see that 1% click to see the pictures
= 325’000 will see the brand !
virality estimation
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The customer becomes the ambassador of the brand
Extend The Network
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What others do
" Dell lies. Dell sucks I just got a new Dell laptop and paid a fortune for the four-year, in-home service. The machine is a lemon and the service is a lie. I'm having all kinds of trouble with the hardware: overheats, network doesn't work, maxes out on CPU usage. It's a lemon."
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Today they reduce bad comments from 58% to 20%.
How?
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They listened and encouraged people to express themselves
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Opening in 2007 of www.ideastorm.com
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Based on the Crowdsourcing concept
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By doing that, they contained negative comments in one place, not all over the internet and Google results page. With this tool they listen and engage the customers for solutions. = Crowdsourcing concept
I did it!
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Dell has received more than 170,000 customer ratings and reviews on Dell.com across 62 countries.
What others doThe Dell Timeline
2005: Dell Hell
2006: Dell starts listening
2007: Gather product requirements via ideastorm.com improves monitoring and engagement.
2008: Add Customer Support via Facebook and advanced Social Media Monitoring
2009: Consolidation
2010: Leadership and Innovation Opening of The Listening Command Center
They have blogs, a lot of blogs = lots of contents
They have blogs, a lot of blogs = lots of contents
They tweet = they’ve generated $6.5 million since 2008 in revenue from their Twitter presence.
Facebook pages: Dell for Business Dell for Social Media Dell for Gamers Dell Outlet etc...
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on ideastorm.com
If you are a Dell “FAN”, tell us why. Then tell us what you would like to see in a Dell page.
If you are NOT a Dell “FAN”, tell us what you would like to see to make it worth becoming a FAN.
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For Dell B2B does not exist anymore
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«B2B becomes P2P (person 2 person)
you are no longer talking to business,
your are talking to people»
Laura Thomas, Senior Consultant of Digital Media at Dell.
What can we learn ?
• Content is king and customers Heroes
• The word of mouth is global
• Do it yourself • Create content, share your experiences, your stories.
