pr proo oof f in in th the e jo jour urney ney October 2013 - - PowerPoint PPT Presentation
Th The e Po Powe wer r of of So Soci cial al Me Medi dia: a: pr proo oof f in in th the e jo jour urney ney October 2013 7 7 ye years rs ago: 4000 posts per day To Today ay: 25,000 posts per day (in English alone)
October 2013
Social Media Services Group Confidential
2
11/1/2013
(in English alone)
Social Media Services Group
Product Development, Management Consultant
– for companies and their customers, – for personal brand, and – to make a difference in the world (charities)
– @knoxkeith (twitter) – http://instacanv.as/knoxknox – www.linkedin.com/in/keithknox – #Movember – www.veteransadventure.org
Confidential
3
11/1/2013
Social Media Services Group
4
Starting down a new road, in a vehicle, yet to be proven Even today, the infrastructure is evolving
Social Media Services Group
usto tomer mers are talking king abou
t Dell. l.
– 25K conversations daily ly about ut Dell
Confidential
5
“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
enabling us to become a better company with more to offer the people who depend on us.”
Social Media Services Group
Confidential
6
Social Media Services Group
Confidential
7
11/1/2013
Social Media Services Group January 2008 Dell aligns
for success August st 2006 Blog outreach ch expande ded d beyond tech h Support December 2006 Ratings s and revi views ws launch ched d on Dell.c .com July 2006 Direct ct2Dell ll launch ched
Today Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese.
February 2006 Micha hael Dell asked
Why don’t we reach out and help bloggers with tech support issues?
January 2007 Studi dioDell l launch ched
Dell’s video and podcast site, with helpful tips and
channel making sharing easier.
February 2007 IdeaSt Storm launch ched
A voting based site allowing customers and
June 2007 Dell joined Twitter Emplo loyeeSt Storm launch ched
Internal Blogs Launched for Employees.
October 2007 Micha hael Dell quoted d in Busi siness s Week
In response to Jeff Jarvis question around whether companies want to be part of the online conversation: ”My argument is you absolutely do. You can learn n from them.
ion n time. And you can be a better company ny by listening ning and being ing involv lved in that conversation.”
Novem vember 2007 DellSh Shares s launch ched
The first investor relations blog by a public company.
March ch 2008 Accepted d Solutions launch ched d on Community
Dell France begins Online Community Outreach May 2008
Dell Outle let achieved ved $0.5M in sale les s via Twitter April 2008 Insi side de IT launch ched
Blog focused on business customers, and Cloud Computing.
June 2008 Channel l blog launch ched January 2009 Dell Organizes into four cust stomer focus cused d business ss units Spring 2009 Member ers s of Community and Conver versa sations s deplo loyed d within each ch of the new Dell Busi siness s units June 2009 $2M+ Sales via Twitter 2009 Dell Tech chCen Center June 2009 Global l Twitter reven venues
December 2009 Huffington Post Blog March ch 2010 Dell joins s Sina Weibo in China
2006 2007 2008 2009 2010 2011
Altimeter eter reco cognize zed d De Dell
with “Open Leadership Award for Innovation and Execution”
Social l Medi dia & Community Univer versi sity (SMaC U) launch ched
5,000 team members trained by end of year
B2B pages s on Faceb cebook Dell named d the No. 1 most st social l brand 6 Awards s for the Soci cial l Medi dia List stening Command d Center June 2010 CAP Days s launch ched In-person events
for vocal online customers
December 2010 Social l Medi dia Listening Command d Center launch ched
8
Social Media Services Group Em
Principles Policy Governance Training, Certification & Tools
Social Media Services Group
Social Media Services Group
Confidential
11
11/1/2013
Social Media Services Group
Social Media Services Group
13
Social Media Services Group Confidential 14
Cust stomers rs giving feedback on Dell’s business Dell ll facilitating topic-based discussions & brainstorms with influe uencers cers not customers
Outsid ide In Inside Out
Customer Feedback Customer Feedback Customer Feedback Customer Feedback Influencer Dialogue Influencer Dialogue Influencer Dialogue Influencer Dialogue
Dell CAP Days Dell Soci cial al Think k Tanks
Social Media Services Group
15
Social Media Services Group
Key Use Cases ses
Benefits efits Stakehold keholder er
Listening for Governm rnmenta tal l Issues es– Better r under ersta tandi ding g of potenti tial al issues s Governme rnment nt Relations ns Enabler ler Compe peti titi tive ve Intelli llige gence e – Understa stand d competi tito tor messaging and share of voice Produc uct t Group Opex Savings gs SOS Supp pport t – Impro rove ve prioritiz tizatio tion n and coverage age of Suppo port rt issues Custo tome mer r Suppo port rt Call l Reducti tion, , Impro rove ve NPS Marketi ting / Mercha handi disi sing – Impro rove ve messa saging g and offers s based d on customer mer feedba back ck Marketi ting Impro rove ve MarComm mm Efficienc ency, y, Upsells lls Listening for Leads s – Identi tify fy new leads s Sales Quali lified ed Leads, , Increas ased ed Revenue nue Listening for M&A - Research h on potenti tial al acquisi siti tions; s; Custo tome mer r reaction n on upcomi
ng acquisi sitio tions ns Corporate rate Strat ategy egy Opex x Savings gs
16
Social Media Services Group Confidential
17
11/1/2013
Social Media Services Group Confidential
18
11/1/2013