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Uploaded bySeismonaut
Community conference 2011 - Dell, Bill Johnston
This document discusses creating sustainable value through social media. It outlines Dell's journey with social media over five years, experiments, and lessons learned. Key insights include: 1) Social media improves engagement, provides solutions, and boosts loyalty across the customer lifecycle from awareness to post-purchase support. 2) Listening is critical for understanding customers and markets. Social media also provides insights to improve products, marketing, and operations. 3) While direct sales impacts can be measured, social media value is multi-dimensional, including influence on purchase, increased attention, loyalty, and other less direct impacts. 4) For Dell, social media affects all business units and stages of the buying process, not
