The Value of Word of Mouse…..

Lionel Menchaca

Microsoft Global High Tech SummitOctober 25, 2007—San Jose

GROWTH EVERY SECOND

7 PCs Sold

2 Million e-mails Sent

7 People Logon For the First Time

11,000 Songs Shared

1,157 Videos Viewed on YouTube

2 New Blogs Created

DIGITAL MEDIA VISION: ENGAGE IN RELEVANT CONVERSATIONS WITH OUR GLOBAL CUSTOMERS 24/7 IN ALL MAJOR LANGUAGES

Share Content & Collect Ideas• StudioDell: Started sharing content

across Dell.com, next step is to make embedding easy

• IdeaStorm (7,200 ideas & 30 business improvements)

• Dell Community Forum now evolving to include Support and topic-based conversation pages

Join Conversations Where They Occur

• Enter conversations via blog posts (up to 200 per day)

• Size does not matter: one blog can create a media frenzy

• Commenting on external message boards and blogs helps connect the dots to Direct2Dell and Dell Community Forum

Tell Our Story • Direct2Dell has made progress over the

last year. We try to use it as as “Dell wire service”

• Top 1000 of 92 million blogs• Over 4MM page views per month• Averaging over 300K unique visitors per

month

Resolve Dissatisfaction • Identify online & resolve Customer

Service issues• Very manual process early on• Became the basis for Direct2Dell• New monitoring system helps to

automate the monitoring process

A Global Conversation Top 3languages reach 81%, 10 languages reach 95%

Japanese37%

English36%

Chinese8%

Italian3%

Spanish3%

Russian2%

French2%

Portuguese2%

German1%

Farsi1% Other

5%

Source: Technorati – Top blog posts by language

Direct2Dell is now in English, Chinese, Spanish and Norwegian

The Opportunity of a Blog

– Allow real-time information sharing worldwide

– Enable real-time conversations

– Provide a platform of robust communication—text, audio and video

– Empower employees to be the voice of the company

– Provides visibility to the issues that matter to your customers

DELL CONFIDENTIAL

Participate

– Over 4 million page views per month in last few months

– Available in English, Spanish, Chinese, Norwegian...

– In Top 1,000 out of 92 million blogs according to Technorati

www.direct2dell.com

OBJECTIVE:

Transparent, candid and timely communication

RESULTS:

DELL CONFIDENTIAL

Listen

– Over 10,000 ideas and 60,000 comments (internal and external)

– New products, business improvements introduced rapidly as a result

www.dell.com/ideastorm

OBJECTIVE:

Encourage ideas,feedback, inputand dialogue

RESULTS:

DELL CONFIDENTIAL

Educate

– An active small business community

– Thousands of videos served and reviewed; embedding coming soon

www.dell.com/studiodell www.dell.com/sb360

OBJECTIVE:

Use new mediato impartknowledge &create interactivity

RESULTS:

DELL CONFIDENTIAL

Interact

– Generate topics of interest to communities

– Encourage creativity through mash-ups

– Develop contests and events that drive enthusiasm for products

www.dell.com/delllounge

OBJECTIVE:

Create a senseof community

RESULTS:

DELL CONFIDENTIAL

Engage

– Dell Community Forum is longest-tenured property

– Averages about 10 million page views per month

– Transition to expand beyond support origins into topics of conversation

www.dellcommunity.com

OBJECTIVE:

Extending community at Dell and beyond

RESULTS:

Digital Media—Rules of the Road1) Customers are in control—work with them and learn from them

2) Remember that real conversations are two-way

3) Think before you talk, but always be yourself

4) Address any form of dissatisfaction head-on

5) Be aware that any conversation can become global at any time

6) Remember that size doesn’t matter, but relevance does—just as one journalist can trigger a news cycle, one blogger can do the same

7) Don’t be afraid to apologize

One Customer—Many Communities

Dell Customer

World of Warcraft Gamer

Twitter

Personal Blog

IT Manager

Jim Smith

Facebook

Employee Participation Options

Community Outreach

Basic Advocacy

13

Solving problemsAnswering questions

Providing Dell perspective

Sharing knowledgeProviding Dell perspective

Sharing experiences

Similar to how we handle media relations. Able to speak for Dell via posts & comments.

Outreach to Dell properties and beyond via blog posts or comments.

Advocacy on Ratings & Reviews, social media sites.

Spokespeople

People Make it Work Tools are important, but people drive the processes

– Feedback digital media tools inside and outside of Dell are becoming as vital as call data and traditional online support (e-mail and chat sessions)

– Defining solutions across geographies creates difficulties will always require coordination with regional team members

– IdeaStorm is a direct link to a community that tells us how we can improve, but implementing business change requires much effort across departments

– Teamwork, transparency and frequent + consistent communication is key in this new world