powering the possible through social media
TRANSCRIPT
Global Marketing
Powering the Possible through Social Media
Anja Monrad, Executive Director, Global Marcom Operation
@anjamonrad #SMWpoweringthepossible
Feedback: http://speakerscore.com/51RX
Global Marketing
Sources: Facebook, Twitter, LinkedIn, www.domo.com/social, www.radicati.com
Social media is changing our world - 2012
1B Users on Facebook
34,722 every minute of the day
“likes” for brands on Facebook
600M Facebook users accessing via mobile
140M+ active Twitter users
100K every minute of the day
tweets sent by users
3.7B Worldwide IM accounts
“We don't have a choice on whether we DO social media, the question is how well we DO it.” – Erik Qualman, Socialnomics.net
48 hrs every minute of the day
new video uploaded to YouTube
2 new members per second on LinkedIn
187M+ Professionals on LinkedIn
3,600 every minute of the day
New photos shared via Instagram
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”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
465M+ Twitter accounts
3rd largest ”country” in the world
Global Marketing
The new reality
Social Media Services Group 2/20/2013 3
I’ve never been so scared about a tornado. Home alone sitting on
the bathroom floor.
Wendy Harman
Dir. of Social Strategy for American Red Cross,
Global Marketing
Social Media and Corporate Social Responsibility
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Share the word of your causes
@dell4good, @poweringthepossible
Mobilizing your employees – sharing your CSR engagement story
Share expertise and skills to empower a NGO to utilize their full potential
Social media and CSR should be a particularly powerful combination given that both are rooted in the principles of authenticity, transparency, collaboration and community.
- The Guardian
Global Marketing
“Engaging in honest, direct conversations with customers and stakeholders is a part of who we are, who we always has 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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Successful, innovative companies tend to aspire to a greater purpose that goes beyond the bottom line. At Dell, we have always believed that technology should be about enabling human potential.
- Michael Dell
Global Marketing
Dell’s 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
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January 2008 Dell aligns organization for success
August 2006 Blog outreach expanded beyond tech Support
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 asked Why don‖t we reach out and help
bloggers with tech support issues?
January 2007 StudioDell launched Dell‖s video and podcast site, with helpful tips and tricks. Eventually expanding this into the YouTube channel making sharing easier.
February 2007 IdeaStorm launched A voting based site allowing customers and others to submit ideas for Dell.
June 2007 Dell joined Twitter
EmployeeStorm launched Internal Blogs Launched for Employees.
October 2007 Michael Dell quoted in Business 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 from them. You can improve your reaction time. And you can be a better company by listening and being involved in that conversation.”
November 2007 DellShares launched The first investor relations blog by a public company.
March 2008 Accepted Solutions launched on Community Dell France begins Online Community Outreach
May 2008 Dell Outlet achieved $0.5M in sales via Twitter
April 2008 Inside IT launched Blog focused on business customers, and Cloud Computing.
June 2008 Channel blog launched
January 2009 Dell Organizes into four customer focused business units
2009
Spring 2009 Members of Community and Conversations deployed within each of the new Dell Business units
June 2009 $2M+ Sales via Twitter
2009 Dell TechCenter
June 2009 Global Twitter revenues of $6.5 M
December 2009 Huffington Post Blog
March 2010 Dell joins Sina Weibo in China
2006 2007 2008 2010
Social Media & Community University (SMaC U) launched
2011
Altimeter recognized Dell
with “Open Leadership Award for Innovation and
Execution”
5,000 team members trained by end of year
B2B pages on Facebook
Dell named the No. 1 most social brand
6 Awards for the Social Media Listening Command Center
June 2010 CAP Days launched In-person events for vocal online customers
December 2010 Social Media
Listening Command
Center launched
Over six years of social media experience
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Global Marketing
Listen, Learn, Engage & Act
Dell’s Social Media Listening Command Center 25,000 posts a day
Global Marketing
Empowering employees: Social Media & Community University
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Policy
Principles
Governance
Training & tools
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Social Media is changing the landscape for humanitarian work
Increased need to be able to
• respond immediately to disasters using information gathered by monitoring the social Web.
• more quickly connect people with the resources they need during a disaster, such as food, water, shelter or even emotional support
“What Dell has given us is an elevated view of the social media conversation so that we can see more of it.”
- Laura Howe, Vice President of Public Relations, American Red Cross, United States
Global Marketing
Enabling communication throughout emergencies The DigiDoc Command Center enabled the American Red Cross to “listen” to more than 542,947 social conversations during Hurricane Sandy.
Challenge
Benefits Clemson University decided to incorporate social media listening into the university‖s successful Creative Inquiry program
The University envisions rich partnerships between the university and other industries to study the power and application of social media listening in business, academia, non-profit and all types of entities.
Approach
Dell uses social media listening to enhance customer relationships and for marketing and business development, but Clemson wanted to explore how it could be used in academia. Clemson saw how corporations have adapted to new business and economic realities and they wanted to ensure their faculty and students had access to this same technology. Both Dell and Clemson had to figure out how to work together to advance each other without taking their eyes off their own respective missions. Clemson University
This space will be used for alternate academic research methods, as well as innovative learning environments, putting Clemson at the forefront of a new education technology frontier. The build of this command center required collaboration: Dell
brought first-hand experience for its successful set-up and operation and Clemson shared insight for the development of an effective learning environment, which now includes a teaching area where faculty can hold classes and provide training on the tools. It was through this collaboration that Dell and Clemson discovered several parallels how social media listening can favorably impact business, academia, and various other industries.
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What Dell did for Clemson University
Global Marketing
Best Practices Seminars
Listening and Insights Service
Listening Command Center Build-outs
Advisory Service
Social media services–what do you need?
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• build a training program. • know what tools to use. • find standard processes that I can follow.
• track business & market intelligence to understand my customers wants and needs.
• utilize analytics to improve customer support, enhance product offerings or inform investor relations for strategy development.
• manage the inflow of information. • understand what is being said about my brand and be a
part of those conversations.
• strategize and efficiently drive awareness, demand,
leads and message reach.
• know when and how to scale a social media
solution.
I want to …
• Strategies for specific corporate & industry needs.
• Benefit from Dells experience building listening command center.
• Discuss best practices for running & integrating into their business.
• Understand effectiveness of current initiatives.
• Establish strategic plan aligned with business goals, culture & ROI.
• Get daily/weekly/monthly reports Gain a deeper understanding of their customers, competitors and industry market needs.
Global Marketing
Thank you
Anja Monrad, Executive Director, Global Marcom Operation
@anjamonrad #SMWpoweringthepossible
Challenge
Benefits -Improved sourcing of data and identification of trends in disaster-affected areas -Significantly improved ability to anticipate and respond to the public‖s needs
-Ability to more quickly connect people with the resources they need during a disaster, such as food, water, shelter or even emotional support
Approach
The American Red Cross has been a leader in the social media space for some time, but looked to Dell for help with how to scale their social media operations during major disasters. They were in need of assistance scaling to the efforts required of an organization with such worldwide exposure and direct effect on human life.
Dell was brought in to construct the project—and they modeled it on their own Social Media Listening Command Center, which is used to track brand sentiment and chatter. They consulted not only on the space configuration and build, but they also helped the American Red Cross establish processes for the successful training and operation of their command center.
This is the first social media command center devoted to humanitarian relief and demonstrates the power social media can lend during emergency and crisis situations.
The American Red Cross
What Dell did for the American Red Cross
The DigiDoc Command Center enabled the American Red Cross to “listen” to more than 542,947 social conversations during Hurricane Sandy.
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Global Marketing
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
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