Insights don't happen by accident, they're the process of thoughtful segmentation, designed to answer complex business questions. Join Steve Reeves, Sr. Solutions Architect for Dell Digital Business Services in this session to learn how they take a business-first approach to uncovering critical insights for their customers through social data, which drives change across the entire enterprise. Also, learn how Dell is using insights from social data as a foundational element for building a comprehensive customer 360 for their clients.
1. Steve Reeves | Sr. Solutions Architect | Dell Digital Business Services
Segmentation’s Critical Role in Uncovering
Insights from Social Data
2. 2
Dell - Restricted - Confidential
A Little about Me…
• I’m a Sneakerhead
• Live in Maine with my fam
• Dark roast, black, to the top please
• Most interesting Twitter follower…
5. Social Media Services
10 year history of social media excellence at Dell
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
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
June 2007
EmployeeStorm
launched
IdeaStorm for
employees
August 2009
Swarm Canada
launches
Group buying program
goes live in Canada
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 out company wide
July 2011
Dell launches
global G+ site
Feb 2012
Dell joins Pinterest
October 2012
Dell launches Subject
Matter Expert social
media 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
September 2008
Dell launches
Yammer
First enterprise
social network
October 2009
SMaC organization
launched
Cross-functional central
organization
January 2010
Social Outreach
Services team formed
@DellCares launched three
months later
2006 2007 2008 2009 2010 2011 20132012
March 2014
1000th Milestone
Social Media Command
Center tours reached
1,000 with slightly >50%
being external visitors
2014
August 2013
Dell launches
Internal Social Media
Executive Program
November 2014
$1 Millionth
Milestone
Dell Social Media Services
lands its first contract to
exceed $1M
6. Social Media Services
How Dell uses social media: 69% y/y sales increase via
social media at Dell
Product development
18,000
new customer ideas
Marketing
183%
increase in traffic to Dell.com
Talent acquisition
40,000
fans for the Americas Careers
at Dell Facebook
Sales
69%
year-over-year sales increase
via social media
Customer service
98%
first-time resolution rate on
approx. 4,000 issues/week
Communications
45%
year-over-year influencer
coverage increase at Dell
events
7. 7 Confidential Services
Dell - Restricted - Confidential
Comprehensive Digital portfolio
Mobility &
UX
• Social Insights & Analytics
• Digital marketing
• CRM
• Advanced analytics
• Social intelligence
• ECM/e Commerce
• Omni -channel
• Mobility app development
• User experience
• Customer Journey
mapping
• Cloud Integration
• Cloud Migration,Cloud
App Dev and Managed
Services
• Customer facing Webapps
• Digital API
• Business Intelligence
• Big Data
• Information management
• Enterprise / Financial Performance
Management
Digital
Application
Developmen
t
BI and
Information
Mgmt
• Digital Process
Orchestration(BPM)
• Internet of Things
Digital
process
orchestration
& IoT
Customer
Engagement
Digital Business
Consulting
• Digital Transformation
Consulting
• High speed IT
Advanced
Analytics
& Omni
commerce
9. Dell Services• Dell - Internal Use - Confidential
Basic Approach
Insights that are truly
actionable are seldom
if ever found at the
surface. Turning social
data into intelligence is
the result of well
thought out, intentional
segmentation.
Each of our engagements are rooted in a set of key
business questions, assumptions or target outcomes that will
drive each program. Because business problems are different
across industry verticals and use cases, our engagements are highly
customized.
Why Clients Choose Us
• Well-defined target outcomes
• Specific business questions/problems defined
• Ability to feed data into marketing stack to drive campaigns
and personalization
• Highly accurate and relevant datasets
• Well-engineered data segmentations
• Repeatable insights reporting and analysis/scoring of key
metrics and development of custom KPIs
• Proprietary customer 360 mapping framework
10. Dell Services• Dell - Internal Use - Confidential
Let’s Start with a Business Question…
“What are some of the key factors
that drive laptop purchases for
college students when price is the
main consideration point?
11. Dell Services• Dell - Internal Use - Confidential
First, how do we define what’s actionable?
• Ability to initiate a change
• Improve a process
• Expose a unique or competitive position
• Relevant across the business
• Not a vanity metric or top-level KPI
12. 12 ServicesRoom for text
Answering the business question requires thoughtful segmentation
Consideration
+ unbranded
College Students IT Decision Makers RetireesMillennials
Purchase Intent Recommend Switching
Price Quality Performance Durability Speed Value
2nd Level
Audience
1st Level
“N Value”
3rd Level
Purchase path
4th Level
Purchase Drivers
13. 13
Dell - Restricted - Confidential
These are not the
insights you’re
looking for
21. Social Media Services
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But to build the social
enterprise, where
social data is leveraged
across multiple parts of
the business, you must
have the proper level
of segmentation.
22. Social Media Services
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And it is this process
that enables Dell to
deliver critical insights
to our customers
within custom
frameworks.
23. Social Media Services
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But most importantly, what does it mean
for our customers?
• More data-driven decision making
• Ability to scale social data across the enterprise
• Early indication of behavioral shifts
• Augments traditional market research
• Drives personalization within marketing technology stack
• Integrate social with enterprise data for customer 360 view
Make joke about The Hoff. Casting me for the Baywatch movie…1 minute
Insert Joke, who here knew that Dell has a digital business services group? Well, to borrow the tagline from the event, Now You Know. 1 minute
1 minute
1 minute
1 minute – Talk about how Dell has built a social enterprise, and used social data to improve many parts of the business
On this slide, make the joke about…Did you know Dell has a digital business services group? Well if you didn’t, and to borrow the tagline for the event…Now You Know! 1 minute. Talk about how we initiate digital transformation using social data, and how we fit into the larger DBS picture.
Talk briefly about Dell/Brandwatch partnership – 30 seconds
2 minutes
Let’s start with a business question, and let’s use PCs as an example. 1 minute
Tell them what insights are and what they are not. Outline how we define actionable insights. 2 minutes
1st level – N value, critical to build properly or your heaps and outliers will skew
2nd level – Ex. Audience segmentation – college students, IT Decision Makers (B2B), Millennials, Retirees)
3rd level – Puchase path, consideration, purchase intent, recommendation, switching.
4th Level – Product attributes or behavioral/attitudinal trends from target custeomer groups.
4 minutes
So the first level, which is really developing the baseline or N value is critical, but it’s not where the insights are actually found. And, If Obi-Wan Kenobi were my data analyst, I expect he would likely state the following, and that is, “these are not the insights you’re looking for.
30 seconds
But again, building the N value is critical to eventually being able to score and substantiate the trends you will find in your sub-segments.
But once we introduce a defining segmentation, like a 2nd level audience segmentation, we’ve effectively compartmentalized our data to reflect our target customer groups, for which we can then drive deeper into each of these segments, and score various behavioral/attitudinal trends amongst these groups. And, it reminds me of that scene in The Goonies, where they have a map, they set a course, and they now know which direction to head.
30 seconds
If you haven’t guessed it yet, I am a child of the 80’s and have an appreciation for the many great films that were created in this era. And yes, I do realize that Star Wars was released in 1977, but couldn’t pass on an Obi Wan Kenobi quote.
30 seconds
The third level of segmentation is where we’re able to further define for our customers,
This is how we should all feel when we discover insights. Joke – “Oh, I think we have the wrong city here…next slide please”
30 seconds
Alright, that’s more like it!
30 seconds
1 minute
3 minutes
Reference Zach’s quote, and tie to segmentation being the catalyst for creating the social enterprise, scaling social data across the business. 1 minute
Reference Zach’s quote, and tie to segmentation being the catalyst for creating the social enterprise, scaling social data across the business. 1 minute
Reference Zach’s quote, and tie to segmentation being the catalyst for creating the social enterprise, scaling social data across the business. 1 Minute
Reference Zach’s quote, and tie to segmentation being the catalyst for creating the social enterprise, scaling social data across the business. 1 Minute