Global Marketing

Tackling Corporate Reputation with Social Media

Cory Edwards, Director of Social Media & Reputation Team (SMART)Twitter: @coryedwards

February 23, 2011

Global Marketing

Reputation Drivers

Emotional Appeal

Leadership

Social Respons.

Financial Perform.

Products and

Services

Workplace

Environ.

Social media impact across all drivers

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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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Building Blocks

Product Group Marketing

Services Solutions Online Sales

CustomerService

CommsPR & HR

1. Listening & Engagement

2. Online influencer Relations

Program

s

Program

s

Program

s

Program

s

Program

s

Program

s

Program

s

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Listening & Engagement

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Our Customers Are Talking About Dell

“Engaging in honest, direct conversations with customers and stakeholders is a part of who we are, who we’ve always been.  The social web amplifies our opportunity to listen and learn and invest ourselves in two-way dialogue, enabling us to become a better company with more to offer the people who depend on us.” 

-Michael Dell

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• Dell Social Media Listening Command Center

• 6 wall monitors tracking:• Dell customers (influential)• Dell conversations• Priority topics including

SOV and tonality• Trending successes

• 22K+ posts monitored daily by our Ground Control Team

• Monitoring in 11 languages

• 5 types of reports issued

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• Tightly integrated with our @DellCares Twitter team

• Engaging 1000+ customers per week

• Converting ranters to ravers at a rate of nearly 30%.

• 30% decline in negative commentary since engagement

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Working with Influencers

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Building an Online Influencer Relations Program

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• Influencer identification project by BU, region or topic area (leveraging a tiering system)

• Conversation tracker (Radian6 Engagement Console lists)

• Interactions database (Vocus-type system)

• Adding key online influencers to goldlist for reputation dashboard (measurement)

• Going beyond virtual relationships– Introducing Dell CAP Days (a ranters and ravers event)

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Dell Customer Advisory Panel (CAP) Days

How it Works

Build relationships with identified attendees onlineGauge tone and interests through survey Set agenda based on results – Ranters & RaversInvitees prioritized based on size of social media reach

Before: Identification &

Buzz

CAP Days: In-person Event

After: Follow-up and Action

Listen, Listen, Listen!Collect feedback via artist 3rd party moderator who is well-known in the communityMeasure the frequency of comments around key business areas (positive and negative

Gauge value to attendees through surveyMonthly updates to attendeesDesignate relationship owners for ongoing efforts to build advocates

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Success of CAP DaysUS:• One of our leading reputation

drivers in June• 138M Twitter reach• Coverage in outlets including

Mashable, Fast Company, others.

Germany:• 200+ tweets from attendees• 200+ posts to XPS Forum• 100% of attendees said that event

“Exceeded expectations”

China:• Over 1200 posts on Sina• 90% positive tonality• Coverage highlights (across Sina,

RenRen, microblogs and forums)

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Ongoing Relationship Management

• Monthly e-mail updates to attendees / stakeholders with progress against feedback

• Buddy-system between attendees and Dell attendees – One-on-one communications via twitter e-mail

– Identifying ongoing opportunities to partner (guest blogs on Direct2Dell & The power to do more site, ongoing sharing of positive company news)

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Implementing CAP Feedback

We heard: Make it easier to find the system or accessories that will meet a specific set of needs.

Dell: The new Tag Team application on Facebook allows you to browse reviews and products by usage scenario in a tag cloud.

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6 Simple Takeaways

1. Consider social media impact across 6 key reputation drivers

2. If content is king, then listening is queen

3. Why are you listening? Listen for the sake of making changes

4. Return and report

5. Online influencers make for powerful advocates

6. When building relationships, In-Person > Virtual

Thank You

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Implementing CAP Feedback

We Heard:  Dell needs to be helping more customers in social media with product and support issues.

Dell:  We’ve staffed a global support team for social media that covers 11 languages and have assisted more than 10k Dell customers in the last six months.  We’ve also launched additional Twitter support accounts for Japanese, @Dell_SupportJP, and for Spanish, @AyudaDell.

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Implementing CAP Feedback

We heard: Too many dropped calls and unnecessary transfers.

Dell: ePhone software is being launched across sites, which will improve reporting capability to track telecom Issues. Other multiple transfer reduction initiatives have been launched including queue mergers to eliminate certain types of transfers. HIP (Handle in place) capability is being developed to handle simple issues for other businesses without a transfer.

Global Marketing

Implementing CAP Feedback

We heard:  Why don’t we hear more about the good work Dell is doing around the world?

Dell:  Dell has put a new Communications team together whose sole focus is to tell you about our Goodwill Reconnect and Bamboo Packaging programs that help our planet and communities around the world.

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Implementing feedback

•More Linux availability•Our line of Product (RED) •FastTrack PC shipment •removal of bloatware•redesign of the keyboard on one of Dell’s best selling laptops, the Mini 10, when customers specified that the apostrophe was positioned awkwardly and needed to be moved.