BLENDING COMMUNITY & E-COMMERCE Lionel MenchacaChief Blogger, Dell Inc. Blogwell – San FranciscoJune 23, 2009

Direct2dellOBJECTIVE:Engage customers by sharing information that matters to themRESULTS:Direct2Dell exists in 5 languagesAbout 200K page views per monthAlmost 1,000 posts since July 2006Over 25,000 comments More than 100 contributors

CONTENT SYNDICATIONContent Syndication = go where the conversations are happeningDell Community600,000 users per quarterDell.comOver 100 million users per quarterTotal online population = more than 1.5 billion

SOCIAL WEB STARTING TO EVOLVEHow do we reach customers in different social networks?We’re still in the early stages of the social webShared ID optionsDell on other sitesForrester’s Five Eras of the Social Web - Jeremiah Owyang

CHANGE STARTS WITH CONTENTAll content you produce needs to be flexible and modular (shareable, embeddable, syndicatible)How to Modularize Content?TagsWidgetsRSS FeedsWhere to use modular content:Populate specific areas on destination sites like Direct2Dell.com and IdeaStorm.comUse modular content to populate topic-based Activity Streams

HOW THE FUTURE LOOKSRelevant content fed into Activity Streams like Linux, Gaming, Environment, Dell Mini Club, etc.Content from Dell + the community being pulled in and syndicated through tags, aggregated via RSS

Thank YouLionel Menchacawww.direct2dell.comTwitter: @LionelatDell7