EMEA Intranet Awards & Reviews Database EMEA Intranet Awards & Reviews Database Trip Report (July 10-13, 2000) Lucy Rich, Relationship Product PR, EMEA Marisa Manheimer, Dimension Product Marketing, Americas Dell Confidential - For Internal Use Only

Contents Key observations Key observations –PR climate in each region/country –BU database pitch, feedback and next steps Findings Findings –Recommendations and actions Backup Backup –Feedback by country –Pitch delivered to BU marketing teams Dell Confidential - For Internal Use Only

Current Climate Dell Confidential - For Internal Use Only Local Organisation Local Organisation –Opex # 1 priority at expense of activities perceived less effective in enhancing sales –Recently reduced marketing teams NE team reduced from 57-37NE team reduced from –Officially no PR head in most countries now requesting centralised EMEA supportnow requesting centralised EMEA support UK and Germany have robust PR processUK and Germany have robust PR process Agency Relationship Agency Relationship –Managed by marketing head PR Product managers responsible for relationship with product press (UK and Germany only exceptions)Product managers responsible for relationship with product press (UK and Germany only exceptions) –Press tours agency and appropriate PM co-ordinateagency and appropriate PM co-ordinate –Clippings agency provides (UK and Germany only exceptions)agency provides (UK and Germany only exceptions) –Reporting All countries desire reportingAll countries desire reporting

Database pitch Presentation goal Presentation goal –Increase awareness –Encourage usage of tool and cascade to sales and marketing –Attain BU feedback on necessity for enhanced functionality (Direct entry model) Current process Current process –Minimal BU input/work –Managed centrally - reliant on clippings and EMEA PR Broad BU acceptance!!! Broad BU acceptance!!! –HSB More relevant/high supportMore relevant/high support UK and Germany HSB teams ready for immediate transition to direct entry modelUK and Germany HSB teams ready for immediate transition to direct entry model Other countries need EMEA support (clippings)Other countries need EMEA support (clippings) –Relationship: relevant and useful - less emphasis on sales generation (except Germany)relevant and useful - less emphasis on sales generation (except Germany) Countries Send clips to EMEA PR EMEA PR Sends to agency for translation Agency inputs Englishtranslations into Excel into Excel EMEA PR reviews and imports into Access Dbase Access Dbase then uploads to intranet web tool Day days +2-4 days +4-5 days

Database Phase 2 Dell Confidential - For Internal Use Only Goals Goals –Revise tool to increase efficiency at EMEA and BU level Move to direct data entry into Oracle tool asap to enable UK and Central Europe to use fully functional tool immediatelyMove to direct data entry into Oracle tool asap to enable UK and Central Europe to use fully functional tool immediately –Investigate security/ability/costs associated with translation agency entering data directly into tool for smaller BUs or hosting on own site (see PDF eg) –Investigate security/ability/costs associated with country PR agencies entering data directly into database –Incorporate BU suggestions when possible Add country filterAdd country filter Local languageLocal language Scanning facility (support existing sites)Scanning facility (support existing sites) Enable marketing to use for externalEnable marketing to use for external Challenges Challenges –Timing of Phase 2 is dependent on resolving issues below: EMEA IT support (tbc)EMEA IT support (tbc) EMEA HSB PR contact to help drive goalsEMEA HSB PR contact to help drive goals Agency costs/accessAgency costs/access BandwidthBandwidth

Dell Confidential - For Internal Use Only Back up Feedback by country Pitch delivered to BU marketing teams

Dell Confidential - For Internal Use Only Feedback by country

Monday July 10, Limerick - EMF 3 Attendees: PR/Communications: Caroline Stephens, Annette Condon Perf Lab: Neil Ryans, Tom Kelly, Gary Casey, Olive O’Sullivan, Kevin Fay Yes/No: Very high level of support Want to start using asap Current PR Process: Easy to adjust existing Excel reporting to data entry into tool Can be maintained by Caroline Stephens Dell Confidential - For Internal Use Only

Tuesday July 11, Amsterdam Attendees: Marketing: Peter Blampied, Toon Diependaele, Nelleke Jacobs PMs: Marcel Leenhouts, Diederick Zijlstra, Daan van Wijk, Robin Kuepers xxxx xxx Dell Confidential - For Internal Use Only

Wednesday July 12, Paris/Montpellier Attendees (Relationship): Regional PMs: Emmanuel Mouquet, Alain Raison PMs: Alain Marx, Pascal Nuger Marketing Support: Christelle Pontaut xxxx xxx Attendees (HSB): Marketing: Loic Martinelli, Cyrille Comole Very supportive xxx Dell Confidential - For Internal Use Only

Thursday July 13, Langen Attendees (Langen): PR: Nerses Chopurian Markus Schuetz, Tobias Fichter and Uta Friedrichsen xxxx xxx Attendees (Nordic): Michael Chaconas xxxx Dell Confidential - For Internal Use Only

Presentation delivered to BUs

Agenda Intros Intros Story of creation Story of creation –US Database –EMEA Database Current Process? Current Process? Database functionality Database functionality –Current version - is/is not EMEA Specifics EMEA Specifics Demo Demo Next Phase Next Phase Dell Confidential - For Internal Use Only

Why? Currently no common mechanism for globally recording and communicating Awards and Reviews achievements Currently no common mechanism for globally recording and communicating Awards and Reviews achievements –The tracking and disseminating of this information extremely tactical and time consuming. –Reporting is not consistent. Timely, easy access to product media coverage is needed company-wide Timely, easy access to product media coverage is needed company-wide –Sales: Helps close the sale, bids, external customer presentations –MarCom: Direct mail, advertising, and on-line –Product Group: Global external coverage required to feed back into the product development process –Raising internal awareness –Executive Presentations: Operational Reviews, Product Line Reviews, etc.. Significant US and EMEA dedication, resource, man-hours, $$ and effort to date has led to development of a global intranet-based Awards and Reviews database. Significant US and EMEA dedication, resource, man-hours, $$ and effort to date has led to development of a global intranet-based Awards and Reviews database. Dell Confidential - For Internal Use Only

Your Current Process? What happens when a product wins an award or is reviewed positively or negatively in the media? What happens when a product wins an award or is reviewed positively or negatively in the media? –Nothing, no resources…  –Sales message? –Alert Marketing managers to include in ads/direct mail? –Summary in English to COC? –Photocopies posted on walls? Dell Confidential - For Internal Use Only

Current Version What it is What it is –ALL countries –ALL products Including services, internet, monitorsIncluding services, internet, monitors –In English –Based on the Americas Tool –Easy to use –Flexible What it is NOT What it is NOT –External. This is for inside.dell.com use only not dell.com* –Local Language* –No place to scan in reviews* –Same as Americas Tool * Next Steps Dell Confidential - For Internal Use Only

Intranet Awards Tool Launch Specifics Americas launched early June Americas launched early June EMEA launched July 7 EMEA launched July 7 –EMEA All Staff (~9K+ employees) APAC/Japan APAC/Japan –Launching this autumn Current Information in database Current Information in database –Sourced from clippings provided by country PR managers and agencies ~ 2-3 weeks from when review hits until posted Countries Send clips to EMEA PR EMEA PR Sends to agency for translation Agency inputs Englishtranslations into Excel into Excel EMEA PR reviews and imports into Access Dbase Access Dbase then uploads to intranet web tool Day days +2-4 days Dell Confidential - For Internal Use Only

Demo Demo #1- Reporting tool Demo #1- Reporting tool –30 minutes end-user view OverviewOverview SearchSearch Refined searchRefined search TallyTally ArchivedArchived ViewsViews RegionsRegions –25 minutes admin view Add reviewAdd review Describe all fields, spend time on award types, logosDescribe all fields, spend time on award types, logos How to keep processors, logos, publications updatedHow to keep processors, logos, publications updated Ongoing supportOngoing support Dell Confidential - For Internal Use Only

Next Phase Limitations Limitations –Information posted is not timely –Not fully functional without direct input Potential Improvements Potential Improvements –View/Input in native language –Make external (dell.com) –Scan in articles –Country PR, marketing or agency to own data inputs Your suggestions? Your suggestions? Dell Confidential - For Internal Use Only