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
11
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