#iStrategy Dell social media case study: the evolution of Dell on Twitter


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@KerryatDell shared this mini case study in 10 minutes at #iStrategy in London today. The case study talks to the four ways businesses are using Twitter and shares three of the most important insights.

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  • Dell’s heritage of direct customer connections and online leadership are the seeds of our drive to be a social media success. If you look at our aggregate presence on social media networks plus our own community sites, our worldwide community has grown to more than 3.5 million people across the social web, including places like Twitter, Facebook, Direct2Dell and IdeaStorm. That’s roughly a fan base the size of the population of Chicago. And at this stage is only a small part of the overall 2 billion contacts we have with customers worldwide every year via phone, e-mail, etc.
  • In the beginning, different teams, segments and people within Dell began to experiment with Twitter, using it in different and innovative ways.
  • But, eventually, the Wild West needed to be tamed. Today, Dell has developed a good structure and overarching strategy, including training, a formalized customer service experience, and integration and cross-pollination with other online and offline activities and media.
  • We also focused on expanding what was working on the successful Twitter accounts. For example, the most successful Dell Twitter accounts that post offers and product information also engage by answering questions, participating in conversations, and providing support when needed. Those with the most followers tend to do a good job cross promoting with other Dell Twitter accounts, had other social media properties (blogs, facebook pages), and cross promoted w/ marketing vehicles like email and the Web site. Twitter stats are from www.twittercounter.com (October 3, 2010)Davos, TechChrunch, CNN, Starbucks
  • We did this by first understanding WHY we were using Twitter. What were the objectives of each Twitter account? What kind of value were they offering to our customers? Was it consistent with Dell’s overall objectives and strategy? What were we missing? How can we make it better?
  • What we found is that we were using Twitter initially in three ways - to sell, to engage, and to provide news and information about our company and products. Answering the WHY helped us to better organize, categorize and understand how we can use Twitter to better meet our objectives.
  • But what were we MISSING? What were our opportunities? By listening to our customers on Twitter, we began to understand how customers wanted Dell to use Twitter. While there was clearly demand for offers and information, customers also wanted to use Twitter as a channel for customer support.
  • #iStrategy Dell social media case study: the evolution of Dell on Twitter

    1. Case study - Dell’s evolving use of Twitter@KerryatDell#iStrategy, October 2010<br />
    2. 2<br />Dell on Twitter in <br />2007 = Wild West of exploration and learning <br />
    3. Dell on Twitter Today = more formalized strategy and structure<br />3<br />Inform<br />Sell<br />Engage<br />Support<br />
    4. Expand on what works<br />4<br />Human element<br />Having conversations - asking and answering questions<br />Cross-promotion<br />
    5. Getting started - What are you trying to achieve?<br />I need to drive demand for my products<br />I want my customers to know I’m there for them<br />I have information that can help customers and prospects<br />5<br />
    6. 6<br />Over time threeways weuse twitter emerge…<br />Sell<br />Engage<br />Provide news and information<br />
    7. By listening to your customers you can define any needs you are missing…<br />7<br />What’s the status of my order?<br />Listening helped us identify gaps and find better ways of meeting customer expectations.<br />How do I find drivers for my system?<br />I don’t think my computer is working right. Who can help?<br />
    8. Support - @DellCares<br />Objectives:<br /><ul><li>Proactively engage customers
    9. Customer retention</li></ul>Highlights:<br /><ul><li>Early days – soft launched in May 2010
    10. Team supports customers on Twitter
    11. Supported over 1,800 customers:
    12. ~5% who come to @DellCares
    13. ~95% who we discover and outreach to proactively</li></ul>http://twitter.com/dellcares<br />8<br />cc Dell<br />
    14. 9<br />Happy Tweeting!<br />@KerryatDell<br />www.dell.com/twitter<br />