Dell Ideastorm - Community involvement

Dell’s experiment with Online Communities September 2008 Dominique Hind Mark (M&C Saatchi)

It all started with a post Source: http://www.buzzmachine.com/archives/cat_dell.html

And gained momentum Source: http://www.buzzmachine.com/archives/cat_dell.html

And even more momentum

Leading to dedicated haters

How did Dell respond to the noise?

Phase 1 – Dell blog One-way information push with moderated postings & comments

Phase 2 – Inviting participation Collaborative environment

IdeaStorm Positioning: Where your ideas reign Messaging is consistent with online activities It’s about: Containing negative feedback Product development CRM

How did this evolve? Design refresh & active online engagement

Dell’s three year progression

IdeaStorm redesign

Direct2Dell redesign

Dell tracking IdeaStorm

Dell staff listen to blogs

Who else is experimenting? Starbucks Radio Shack

My Starbucks Idea

Starbucks audience engagement

My Starbucks Idea Model Positioning: Help shape the future of Starbucks - with your ideas Messaging is inviting & consistent with online activities It’s about: Understanding customer needs Being innovative Opening up to the community

Invention Lab Model Positioning: Sharing ideas & getting involved It’s about: Providing a forum to encourage the sharing of ideas and stories… to ultimately win a competition.

Key learnings & observations

Top 5 Learnings 1. Consistent message Ensure messaging is consistent with online activities 2. Open communication Transparent two-way dialogue is essential in authentic communication 3. Onsite promotion Idea promotion onsite allows the company to meet customer needs & wants 4. Company wide buy in Must be ingrained in the company with all departments actively engaged with regular posts 5. Focus Site needs to have one single, specific focus to drive posts

Thank you! Dominique Hind Email: dominiquehind@gmail.com Blog: http://dominiquehind.wordpress.com

Links Buzz Machine http://www.buzzmachine.com/archives/cat_dell.html Dell IdeaStorm http://www.ideastorm.com Direct2Dell http://www.direct2dell.com Dell http://www.dell.com My Starbucks Idea http://www.mystarbucksidea.com Invention lab http://rsinventionlab.com/

http://dominiquehind.wordpress.com	497
http://www.slideshare.net	96
http://ariherzog.com	20
http://ariwriter.com	13
http://hymb.posterous.com	6
http://foodforthoughts.tumblr.com	5
url_unknown	3
http://static.slideshare.net	3
http://www.elearningcuoa.it	3
http://clients.inspired.lv	2
http://www.lmodules.com	1
http://surf.googlemashups.com	1
http://blog.brakoniecki.com	1
http://translate.googleusercontent.com	1

Dell Ideastorm - Community involvement

by Dominique Hind on Sep 26, 2008

Accessibility

Categories

Tags

Upload Details

Usage Rights

14 Embeds 652

Statistics

Dell Ideastorm - Community involvement — Presentation Transcript