Transcript:
Had a great discussion today here at the AAA conference in New York City talking a little bit about what Dells doing in the social media space starting now about where we began our journey in social media in 2006 and ending up kind of where we are right now it’s been an exciting time we were fortunate just last week to be named the number one social media brand out of the top 100 companies and I think it’s because of a couple things that we are fortunately doing right it’s about transparency and disclosure it’s about genuine listening there’s 25,000 conversations every day that mentioned Dell and we are setting up the tools and the systems to allow us to participate in as many of those conversations as possible and not just listen and engage but actually act so take what we learn from these 25,000 conversations that every day and change the way we market the way we design our products the way that we handle our tests with customer support issues we have a variety of different tools that we use radian6 is one of our great partners and it’s very interesting to see the acquisition that was that was mentioned last week sales force behind radian6 for I believe about 325 326 million dollars I think it’s a great opportunity for Salesforce I think Salesforce is recognizing that the the cut that the sales person needs to have more informed information about the customer that they’re dealing with so we love that idea in fact we’re almost trying to do the same thing using the radian6 data certainly to help us from a customer support standpoint help us from a marketing and communication standpoint but also embed social media in that listening into the fabric of the company so making sure that our sales folks can hear that information maybe we can lower the sales cycle a little bit making sure our product design groups can hear when people are talking about certain attributes of our products on how we can improve them it’s really an opportunity I think for radian6 in Salesforce and I’m gonna be excited to see how that how that deal kind of manifests itself in the next couple months and years at Dell with a number-two comer site in the world second only to amazon.com so we’re sitting on a land mine or goldmine of data it’s a land mind if we don’t use that information effectively so we’re sitting on a lot of data but quite frankly almost any company is sitting on a mound of data that they’re not taking advantage of there is such an amazing opportunity to correlate data for what people are saying in social media space in seeing if you do something that creates a conversion where that ends up we as an industry in social media and digital marketing are not doing a good job a good enough job of using all that information I’m thankful to have been at two companies that did a pretty good job of it coca-cola and now Dell so I think there’s something that we can all really learn and we all can improve on on that so I think it’s a great question there are certainly tremendous opportunities for retargeting what we’re finding is even more exciting opportunity is getting that that true conversation actually there on the product description the PD page so how do we rather than having to have somebody go over to New York times.com to read David Pogue circuits column on a new laptop or Walt Mossberg The Wall Street Journal how can we take that type of information and actually embed it on to our page and you know working with bizarre voice and other companies like that to do just that we know that on our product pages that have the ratings and reviews content where people have rated our products from one star to five star and written a review that there is such a high propensity any product rated B or four four and a half five stars that is going to be even independent if you did some a B testing that information really can inform the purchase cycle and the purchase decision so we’re working I think really hard on how to make sure that we can take advantage of those situations on a product detail page you obviously have images maybe a video description ratings and reviews what are you also pulling in chatter from the social media landscape I think the Holy Grail is being able to on those rating and reviews pages be able not only pulling information that people have gone to delcom and signed in but as people are talking about our products on Twitter as they talk about them on Facebook and forums and blogs and places like that take that information with permission that people are talking about and actually put that on our product design page good and bad and that was one of the interesting things I think Adel we recognized that even you know comments and reviews that are have a lot of constructive criticism in them can really help improve you know sales they even inform the salesperson so it’s important I mean that’s all right inform the customer so it’s as much about us making sure that information appears there but certainly finding ways to give that information that appears elsewhere we know that when someone’s thinking about a laptop decision when I’m an IT decision maker about to spend a million dollars on a server array I’m gonna be going on Google I’m gonna be going to my other blogs forums I’m gonna be asking other trusted sources about this product if we could find a way to get that information onto the page where they’re actually making the conversion in the cell that’s better for everybody we are definitely using video in my presentation I talked about the four R’s there are things that we need to do successfully in the social media space review monitoring respond responding record video and redirect which is search engine and search arjen optimization marketing record is such a tremendous opportunity for us to create content of value so creating videos from the slick product videos on the white background that you see when you go to delcom to videos from our designers and our engineers as they develop a product and not only just having that information on delcom but putting that information and the lifestream of elsewhere making sure those videos appear on delcom making sure videos and presentations that are engineers give about products are on SlideShare net again making sure that all this great information that’s being created gets to the right people in the right places what I kind of call the serendipity effect people not necessarily looking specifically for a video on this server array or this laptop or this you know email device but coming across it and then say hmmm interesting that’s going to inform my decision our redirect really comes in so there’s certainly the good old search engine optimization and search engine marketing but it’s also making sure that that information is available to to people we’re really trying to find ways of making sure and embedding videos within our Facebook wall and with our Facebook page leveraging Twitter to send out information you know I call it purposeful edutainment you know it’s entertaining content that has a purpose but it’s also got to be educational and inform we can’t just create videos for videos sake and we can’t create slick videos there’s a difference between something that’s slick and something that has a high production value we’re finding what that line is to make sure that we can create content that looks different quite frankly than the consumer who may create consumer generated media piece it needs to have the same level of authenticity and genuineness but I’d like to think that with our production capabilities and staff we can create content that’s going to be as entertaining and informative if not more well you know I like I like to say that you know though this is the brand in the hand to me this is one of our Dell Venue pros and whether it’s this device or or another one we’ve got to reach people on this on this particular device as laptops move to tablets and move to mobile devices it’s gonna be absolutely critical that we can reach people so I think the next year is gonna see some really exciting opportunities with proximity marketing with targeted marketing and other ways that people can get information where they are so if I’m a consumer and I’m inside of best by looking at laptops how can I make sure that I can get that customer some information on our products how can if I’m an IT decision maker and I’m trying to make the choice between one of our competitors and ours for a new server array how can I make sure that he or she can get the information that they need where they need it I like to say it’s reaching the right the right people at the right time in the format and on the tool or device that they have selected Best Buy is one of our retail partners and it’s certainly about working with our retail partners like Best Buy like micro warehouse like a variety of others to make sure that our customers can get the information they need about our products as well as our competitor products but we have an opportunity to with mobile devices as a customer is going through that through the aisles of their local store to get them information perhaps it’s using tools like Google Goggles and other proximity tools where we know someone’s scanning in a barcode and looking for information we have an opportunity to tell that story and I think over the next year we’re gonna see more and more tools like that come into play the secret and the challenge is going to be customers and consumers have to be willing to give up that information they have to be willing to say hey listen I’m gonna allow this device I’m gonna allow this application to know I’m here in the middle of a Best Buy so the content has to be commiserate with the value the value of the content has to be commiserate with you know the the information that you’re giving away that is the secret we as marketers have to kind of crime
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