Dell - Social Media Culture
- 1. BUILDING A SOCIAL MEDIA CULTURE AT DELL GROUP-9: GORLI GAYATHRI BORRA MADHAVI GONTI SANDEEP MIMANSHA BAHADUR ANKITA JODHANI
- 2. ABOUT COMPANY • Founded by Michael Dell in 1984. • Went public by 1992, joining fortune 500 list. • One of the largest PC manufacturer. • 11% global market in 2012. • 1,10,000 employees by 2013. • Head Quartered in Texas. • 40% workforce located in US.
- 3. MARKETS & CUSTOMER SEGMENTS Into both B2B and B2C Markets. Enterprise segment providing computers, server, storage and IT solutions to: • large global and national corporations. • Government • Universities • Small and medium size business.
- 4. BUSINESS MODEL • Direct Sales • Success in Supply Chain Management
- 5. STRATEGY SHIFT • Initially company focused on listening to customers. • In mid 2000’s the online conversation was one sided – Dell voice was not there.
- 6. SOCIAL MEDIA OBJECTIVE • To help customer solving the problems • Improving Dell’s reputation • Educate customers • Generating sales • Predict trends • Create better brand perception online By adding 2 way communication and sharing it via social network.
- 7. SOCIAL MEDIA PRINCIPALS & USAGES
- 8. IMPLEMENTATION • Dell2direct – 2006 - Official Blog for customer-facing communications. • Dell IdeaStorm – 2007 – Allowing customer suggesting new features for future implementation. • Overarching Strategic direction. • Aligning social media communication strategy with Dell business strategy.
- 9. COLLABORATION WITH SMAC • Primary Responsibility – Training Dell employees on best way to use social media. • Course Focus – Strategies employees might use to customize their message to best reach their target audience. • Chatter Tool .
- 10. OVER 6 YEARS OF EXPERIENCE IN SOCIAL MEDIA
- 11. OUTCOMES • Successful in influencing online commentators, journalists and bloggers • Increasing loyal customers • Stronger B2B marketing • NPS scores have raisin with 59% improvement in first year and 39% in year two. • 500 companies visiting Dell. • Benchmarked as progress with social-media. • Gained experience and leading edge compared to its competitors.
- 12. WHAT MADE DELL DIFFERENT FROM ITS COMPETITORS • Having social media structure in place. • Dedicated social media team • Internal training process for their employees, where 16% of their employees took certification.
- 13. THANK-YOU !!!