Michael Buck / Dell Podcast Transcript from the ROI of Social Media Podcast

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Michael Buck / Director and General Manager for the Global Small and Medium Online Business at Dell is interviewed as part of the ROI of Social Media series with Steven Groves and Guy Powell in April 2010. This is the transcript of that conversation, which can be listened to at SocialMarketingConversations.com.
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  Ocalbmn I}a` * Gmnn QOIUjgabqw Wybfqaycuw  YJC jd Qjacbn Omgcb Qmycmq Ubhm 2 jd 3 Qwmtmf Hyjtmq * QjacbnOby`mwcfhAjftmyqbwcjfq&ajoH}s Ujxmnn * GmobfgYJOC&ajo Ujgabqw ymajygmgKmyys Gcojq * NcWO]Q Hyj}u Obyal =. 9525   QwmtmfHyjtmq Lmnnj. mtmysjfm& Wlcq cq Qwmtmf Hyjtmq xcwl wlm YJC jd Qjacbn Omgcb bfgQjacbnOby`mwcfhAjftmyqbwcjfq&ajo xmnajocfh sj} wj wlcq mucqjgm jd wlm YJC jd Qjacbn Omgcb  ujgabqw qmycmq& Cf wlcq qmycmq. xm‚ym cfwmytcmxcfh i}qcfmqq bfg }qmyq jd qjacbn omgcb oby`mwcfh bfgm|unjycfh wlm YJC ojgmnq wlbw bym imcfh gmtmnjumg bfg }qmg is i}qcfmqqmq&Os bqqjacbwm. H}s Ujxmnn. b}wljy jd Wlm Oby`mwcfh Abna}nbwjy. xlj injhq bw xxx&oby`mwcfh/abna}nbwjy&ajo. cq xcwl }q& Ljx bym sj} gjcfh wjgbs. H}s: H}sUjxmnn Db fwbqwca. 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Ocalbmn& Ljumd}nns. cw qj}fgq nc`m sj}‚ym uymwws anjqm wj mfkjscfh sj}y xmm`mfg bfg cw njj`q nc`m sj} lbg b hjjg m|umycmfam bw wlm AmICW cfLbfjtmy& OI Smq. w lbw‚q ajyymaw& Xm k}qw abom i ba` dyjo A/  icw bfg C lbtm wj qbs wlbw C‚o tmys ujqcwctmns q}yuycqmg bij}w wlm ojomfw}o wlbw xm qmm bq b ajoubfs. i}w bnqj bq bf cfg}qwys& Cw qmmoq nc`m wlm hyjxwl cq ajocfh iba` bfg wlbw‚q b hjjg umyqumawctm& QH Wlbw‚q hymbw& C `fjx wlbw AmICW cq ymbnns wlm uymocmy qljx djy ajfq}omy mnmawyjfcaq cf wlm M}yjumbf oby`mw. i}w bq xm hmw cfwj j}y abnn wjgbs. wbn` wj }q b ncwwnm icw bij}w Gmnn bfg xlbw‚q hjcfh jf xcwlGmnn‚q qjacbn omgcb bawctcwcmq && OI C xj}ng njtm wj& Bq sj} `fjx. xm‚ym gjcfh qjacbn omgcb. qj wj qumb`. qcfam 233= buuyj|cobwmns& Xmqwbywmg xcwl b njw jd djy}oq bfg bggmg injhq bfg ymbnns nmbyfmg j}y xbs cfwj wlcq gjobcf& Wjgbs. xm‚ym }qcfh obcfns Dj}y Ucnnbyq wj gyctm qjacbn omgcb&Jfm cq Gmnn&ajo bq wlm majoomyam unbwdjyo& Xm }qm wlcq. obcfns. wj cfwmhybwm& Xm lbtm cfwmybawctmwjjnq nc`m albw. ybwcfhq bfg ymtcmxq. xm }qm dmmgiba` dyjo a}qwjomyq jf Gmnn&ajo&  Ocalbmn I}a` * Gmnn QOIUjgabqw Wybfqaycuw  YJC jd Qjacbn Omgcb Qmycmq Ubhm 9 jd 3 Qwmtmf Hyjtmq * QjacbnOby`mwcfhAjftmyqbwcjfq&ajoH}s Ujxmnn * GmobfgYJOC&ajo Ujgabqw ymajygmgKmyys Gcojq * NcWO]Q Hyj}u Obyal =. 9525   Wlm qmajfg ucnnby cq j}y jxf ajoo}fcwcmq. xlcal xm‚ym y}ffcfh& Xm lbtm Cgmbqwjyo. xm lbtm injhq bfg djy}oq& C‚nn wbn` b icw ojym bij}w wlj qm nbwmy. xlmym xm lbtm ajoo}fcwcmq xlmym j}y a}qwjomyqabf mfhbhm bfg ommw mbal jwlmy jf Gmnn&ajo ajoo}fcwcmq& Wlm wlcyg ucnnby. djy }q. cq m|wmyfbn ajoo}fcwcmq& Cw‚q tmys cfwmymqwcfh. jitcj}qns. imab}qm qjacbn omgcb cq bij}w gmojaybas jf wlm fmw& Qj. }qcfh Dbamijj`. 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C xj}ng qbs wlm qobnnmy jiqwbanmq bym wlm d}fgcfh jd uyjhyboq qjomwcomq& Sj} lbtm b gcqa}qqcjf imwxmmf wlm jddncfm oby`mwcfh mnmomfwq bfg wlm. nmw‚q qbs. qjacbn oby`mwcfh mnmomfwq& Sj} lbtm wlm qbom gmibwmq. uyjibins bq cf mtmys ajoubfs. bij}w ljx wj baw}bnns obfbhm wlmuyjamqq. ljx wj i}cng ujncacmq byj}fg qjacbn omgcb. ljx gj xm ombq}ym qjacbn omgcb& Xlbw gjmq q}aamqq njj` nc`m: Wlbw‚q amywbcfns b gmibwm wlbw sj} bnxbsq lbtm xlmf cw ajomq wj fmx mfhbhmomfwq& Wj om. wlbw‚q fjw wy}m jfns wj qjacbn. cw‚q amywbcfns qjomwlcf h xlmym qjacbn lbq mqwbincqlmg cwqmnd.xcwlcf Gmnn. bq b `ms ucnnby cf wlm oby`mwcfh oc|. bfg xcwl wlcq xm gjf‚w dbam o}al u}ql /iba`& Cf dbaw. Ocalbmn Gmnn cq uyjibins wlm ichhmqw ybtmy. lm‚q umyqjfbnns mfhbhmg& Lm‚q injhhcfh. lm‚q mfhbhcfh jf tbycj}q unbw djyoq lcoqmnd. bfg C wlcf` wlbw‚q `cfg jd ymbnns coujywbfw djy j}y  jyhbfc{bwcjf& Wlbw wlcq cq b wju/gjxf buuyjbal. xlmym sj} qmm wlbw wlm qmfcjy obfbhmyq. bfg cf wlcqabqm j}y ijqq. cq d}nns mfhbhmg xcwl ijwl lbfgq cf qjacbn omgcb& Wlbw ob`mq cw o}al mbqcmy djy uymwwso}al mtmysijgs cf wlm jyhbfc{bwcjf& HU Wlbw‚q b dbqacfbwcfh buuyjbal bfg cw cq cfwmymqwcfh wj qmm ljx cw dnjxq wju /gjxf xcwl Ocalbmn Gmnn  Ocalbmn I}a` * Gmnn QOIUjgabqw Wybfqaycuw  YJC jd Qjacbn Omgcb Qmycmq Ubhm 1 jd 3 Qwmtmf Hyjtmq * QjacbnOby`mwcfhAjftmyqbwcjfq&ajoH}s Ujxmnn * GmobfgYJOC&ajo Ujgabqw ymajygmgKmyys Gcojq * NcWO]Q Hyj}u Obyal =. 9525  bfg wlmf Qwmtmf Dmncqm imcfh tmys cftjntmg cf wlbw. bfg wlmf lbtcfh wlbw dnjx gjxf wj 255.555umjunm bq mounjsmmq. ujwmfwcbnns bawctmns mfhbhcfh cf wlm Cfwmyfmw bfg cf wlm ajoo}fcwcmq&Sj} omfwcjfmg. bfg C ymbnns nc`m sj}y ajfamuw jd ojtcfh dyjo cfij}fg tmyq}q j}wij}fg. wjncqwmfcfh bfg ymqujfgcfh& Gj sj} qmm bfs gcddmymfamq wlmym imwxmmf wlm i}qcfmqq/wj/i}qcfmqq ,I9I#oby`mwq. bq juujqmg wj wlm ajfq}omy oby`mwq: OI Wlmym bym gcqwcfaw gcddmymfamq& Wlm ajfq}omy oby`mw cq ojym uyjbawctm cf uyjtcgcfh dmmgiba` bfguyjtcgcfh ajoomfwq bfg uyjtcgcfh ymtcmxq& Wlm I9I oby`mw cq tmys wlbf`d}n djy wlm lmnu bfgdjy}oq b fg injhq. i}w wlms‚ym fjw bq bawctm is wlmoqmntmq& Qj. wlm I9I oby`mw ws ucabnns ymr}cymqdbacncwbwcjf. xlmf cw ajomq wj dbacncwbwcfh injhq bfg djy}oq& Bnqj. wlm gcddmymfam cq wlbw. cf wlm I9Ioby`mw sj} bym wbn`cfh wj tbycj}q umjunm xcwlcf wlm jyhbfc{bwcjf. qj sj} aj}ng wbn` wj dcfbfam.uyja}ymomfw. wju obfbhmomfw. bfg wlms gj lbtm gcddmymfw dja}q bymbq cf wlm xbs wlbw wlms ajoo}fcabwm bfg xlbw‚q cfwmymqwcfh djy wlmo& Qj. sj} fmmg wj lbtm b ojym gctmyqm ujywdjncj djy I9I. xlmymbq jf wlm ajfq}omy qcgm. cw‚q o}al ojym ajnjyd}n. cw‚q o}al ojym tciybfw xlmym sj} qmm o}al ojym uyj/ bawctcws jf wlm a}qwjomy‚q qcgm wj ymbnns gyctm cfu}wq bfg gyctm nmbyfcfh cfwj wlm jyhbfc{bwcjf& Qj. wlmym bym gcqwcfaw gcddmymfamq. i}w }nwcobwmns. xlmf sj} njj` bw wlm imfmdcwq djyqjacbn. ijwl hyj}uq imfmdcw cf wlm qbom xbs imab}qm ijwl hyj}uq bym njj`cfh djy xbsq jd mfhbhcfh xcwl tmfgjyq. mfhbhcfh xcwl jwlmy ummyq. nmbyfcfh dyjo jwlmy ummyq. bfg wlbw‚q wy}m djy i}qcfmqqmq. bq xmnn bq ajfq}omyq& QH C hmw xlbw sj}‚ym qbscfh. ymnbwctm wj wlm ajoubycqjfq imwxmmf wlm I9I bfg wlm I9A. wlbw sj} lbtm jfm wbawca wj wbn` wj ajfq}omyq bfg wlmym‚q b tmys gcddmymfw wsum jd b wbawca wj ajftmyqm xcwl wlm i}qcfmqqmq j}w wlmym wlbw sj}‚ym ymqujfqcinm djy. bfg wlbw wlmym‚q qj obfs gcddmymfw wsumq jd u mjunmxcwlcf wlm i}qcfmqq. wlbw sj} lbtm wj im uymubymg wj ajyymqujfg xcwl& Sj} lbtm wj im ymbgs wj wbn`  xcwl wlmo. i}w wlbw‚q ymbnns hjw wj bgg b amywbcf nmtmn jd ajounm|cws. C xj}ng cobhcfm. wj wlm omwycaq bfg wj wlm ombq}ymq wlbw sj} buuns wj sj}y mddjyw&Wb`m b ocf}wm. cd sj} xj}ng. bfg wbn` wj }q djy b ojomfw bij}w wlm `ms omwycaq wlbw Gmnn njj`q bw xlmf sj}‚ym wyscfh wj gyctm tbn}m dyjo sj}y qjacbn omgcb ubywcacubwcjf. dyjo sj}y qjacbn omgcbuymqmfam& Xlbw bym wlm wlcfhq wlbw bym `cfg jd wlm mfg/hjbn jy. umylbuq. k}qw wlm cfwmyco `ms  umydjyobfam cfgcabwjyq wlbw Gmnn njj`q bw xlmf wlms‚ym cftjntmg cf wlcq `cfg jd b u}ql:   OI Biqjn}wmns. bfg wlm `ms imb}ws jd qjacbn djy }q cf Gmnn cq wlbw xm‚ym tmys omwycaq /gyctmf ajoubfs.i}w imdjym xm hj wj wlm omwycaq xm bnxbsq njj` bw A}qwjomy Tbn}m Gyctmyq. imab}qm sj} abfombq}ym xlbwmtmy sj} xbfw jf qjacbn& Bw wlm mfg jd wlm gbs sj} fmmg wj. dcyqw jd bnn. d}ndcnn a}qwjomyymr}cymomfwq lmym bfg xm lbtm gmdcfmg b dmx tbn}m/ gyctmyq bfg xm‚tm ncqwmfmg wj b njw jd a}qw jomy xm wlmf qmytcam bfg wlmf qbs. „Xlbw bym wlm wju dctm wlcfhq wlbw a}qwjomyq bym ymbnns xbfwcfh wj qmmdyjo }q. dyjo qjacbn omgcb:‟ C‚nn y}f sj} wlyj}hl wljqm dctm bfg wlmf C‚nn hmw wj wlm Gmnn omwycaq. cd sj} gjf‚w ocfg& Wlm wju dctm tbn}m/gyctmyq djy a}qwjomyq cq. dcyqw jd bnn. wlms xbfw wj lbtm b ombfcfhd}n ajffmawcjf  ibqmg jf qlbymg cfwmymqwq& Wlbw‚q b tmys coujywbfw ujcfw bfg. bq sj} `fjx. wlcq cq fjw b jfm /xbs qwymmw& Wlms xj}ng nc`m wj m|uymqq wlmoqmntmq& Wlbw‚q tmys coujywbfw. imab}qm cf b njw j d xbsq sj}lbtm b ljwncfm& Wlcq cq fjw ymbnns m|uymqqcfh sj}yqmnd& M|uymqqcfh sj}yqmnd ombfq wlbw sj} lbtm  Ocalbmn I}a` * Gmnn QOIUjgabqw Wybfqaycuw  YJC jd Qjacbn Omgcb Qmycmq Ubhm 7 jd 3 Qwmtmf Hyjtmq * QjacbnOby`mwcfhAjftmyqbwcjfq&ajoH}s Ujxmnn * GmobfgYJOC&ajo Ujgabqw ymajygmgKmyys Gcojq * NcWO]Q Hyj}u Obyal =. 9525  tbycj}q xbsq jd mfhbhcfh xcwl b ajoubfs jd sj}y aljcam&Wlms xj}ng nc`m wj ymamctm ymxbygq bfg ymajhfcwcjf djy ajfwyci}wcjfq wlbw wlms bym uyjtcgcfh& Qj. cfjwlmy xjygq. cd wlms iycfh dmmgiba`. wlms iycfh nmbyfcfh. wlms xj}ng nc`m wj ob`m q}ym wlbw wlmajoubfs ymbawq wj wlbw& Wlms xj}ng nc`m wj hmw bgtcam bfg tbncgbwcjf bfg. bhbcf. wlbw‚q wy}m djy I9I bfg ajfq}omyq. bq xmnn& Bnqj. bqq}ybfam bij}w wlmcy jxf gmacqcjfq. imab}qm xlmf sj} ojtm cfwj qjacbn. sj} xj}ng nc`m wj nmbyf dyjo sj}y ummyq& Sj} xj}ng nc`m wj nmbyf dyjo jwlmyq ljx wlms gj cw& Wlbw‚q wlm ujxmy jd wlm nmbyfcfh mddmaw jd qjacbn&Nbqw. i}w fjw nmbqw. b njw jd a}qwjomyq k}qw xbfw wj lbtm b uyjinmo im qjntmg& Wlcq cq ymbnns qjomwlcfhxlmym xm qmm b njw jd albwq jy mfhbhmomfwq wlbw xm lbtm. xlcal }nwcobwmns qbtm sj} b njw jd ojfms bw wlm mfg imab}qm sj} gjf‚w lbtm wj njh b q}uujyw abnn imab}qm a}qwjomyq bym o}al lbuucmy wj ymamctm }u/dyjfw cfdjyobwcjf wlyj}hl jwlmy ombfq bfg wlyj}hl qjacbn&Qj. njj`cfh bw wljqm `ms tbn}m/ gyctmyq. xm wlmf gmdcfm omwycaq djy }q& Djy }q. cw‚q bnqj dctm omwycaq xlcal bym ajyymnbwcfh xcwl wljqm& Wlm dcyqw jfm cq. wlm a}qwjomy cfqchlwq wj gyctm cffjtbwcjf bfg xm‚ ym bawctmns }qcfh a}qwjomydmmgiba` wj gyctm j}y uyjg}aw gmtmnjuomfw cffjtbwcjf& Xm bym ombq}ycfh wlcq cfwmyfbnns wj qmm ljxobfs a}qwjomyq bym albfhcfh j}y uyjg}awq. bddmawcfh j}y uyjg}awq bfg bnqj ob`cfh q}ym wlbw xmlbtm b r}bfwcdcabwcjf jd xlbw wlcq cq xjywl djy wlm ajoubfs& Xm‚ym njj`cfh bw oby`mwcfh qumfg mddcacmfas imab}qm qjacbn omgcb cq fjw dymm i}w. }nwcobwmns. cw‚q nmqq m|umfqctm wlbf cd sj} y}f. djy cfqwbfam. aboubchfq. oby`mwcfh jy bg aboubchfq&Xm njj` bw ajftmyqcjf ybwmq jfncfm& Qjacbn gjmq b njw jd hjjg djy ob`cfh q}ym wlbw sj} abfqwymboncfm sj}y jfncfm majoomyam umyqumawctm&Sj} njj` bw wlm a}qwjomy ncdm/ asanm tbn}m bfg wlbw‚q ymbnns coujywbfw imab}qm b njw jd wlm tbn}m /gyctmyq djy a}qwjomyq cq amywbcfns a}qwjomy njsbnws. bw wlm mfg jd wlm gbs& Sj} xj}ng nc`m wj ob`m q}ym wlbw a}qwjomyq qwbs xcwl sj}. wlms‚ym lbuus. fjw k}qw bw wlm ujcfw jd u}yalbqm. i}w wlyj}hl wlm ncdm/asanm jd wlmcy fmmgq bfg wlcq cq ymbnns coujywbfw djy }q imab}qm xm imncmtm wlbw qjacbn lbq bfbob{cfh buumbn. xlmf cw ajomq wj `mmucfh a}qwjomyq lbuus jtmy wcom. bfg }nwcobwmns.f}oimy dctm cq b ajqw/qbtcfh mnmomfw. xlcal bhbcf C omfwcjfmg wlm q}uujyw abnnq& Xm abf mncocfbwm bnjw jd dycawcjf cf wlm qsqwmo. bfg ujwmfwcbn dycawcjf cf wlm qsqwmo. }u dyjfw. cf lmnucfh a}qwjomyq xcwlcffjtbwctm qjacbn omgcb cfwmybawcjfq& Qj. r}mqwcjfq bw wlm mfg jd wlm gbs. bym imcfh bfqxmymg mtmf imdjym wlms ajom }u. bfg wlbw‚q ymbnns w}yfcfh cfwj b ajqw/qbtcfh juujyw}fcws djy Gmnn bnwjhmwlmy cd wlcq xjy`q& Wj om. C xj}ng abnn wlcq bxcf/xcf imwxmmf wlm tbn}m/gyctmyq bfg wlm omwycaq djy ombq}ycfh& HU Smbl. wlbw‚q dbqacfbwcfh bfg C ymbnns nc`m wlm dctm `ms tbn}m /gyctmyq bfg wlmf wlm dctm `ms omwycaq q}yyj}fgcfh wlbw& Cw‚q cfwmymqwcfh wjj. hjcfh iba` wj wlbw cfij}fg tmyq}q j}wij}fg. xlmf sj} wlcf` bij}w wlm ncqwmfcfh bfg ymqujfqm bfg wlm a}qwjomyq wj lbtm ombfcfhd}n ajffmawcjfq ibqmg jf qlbymgcfwmymqw. wlbw cq ymbnns jf wlm jfm lbfg cw qmmoq nc`m cw qchfcdcabfwns couyjtcfh wlm qbnmq d}fawcjf. cfwmyoq jd. cf wlm ubqw C lbg wj abnn cfwj wmal q}uujyw bfg obsim bq` wlmo qjom uym/qbnmq r}mqwcjfq.
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