TWTRCON NY 10 Case Study: Dell's Evolving Use of Twitter | Stefanie Nelson, Dell

by The Realtime Report on Jun 25, 2010

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TWTRCON NY 10 Case Study: Dell's Evolving Use of Twitter

TWTRCON NY 10 Case Study: Dell's Evolving Use of Twitter

Stefanie Nelson explains Dell's evolving strategy for managing its Twitter accounts.

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TWTRCON NY 10 Case Study: Dell’s Evolving Use of Twitter | Stefanie Nelson, Dell — Presentation Transcript

@twtrcon#twtrcontwtrcon.comsocialmediaatwork.com

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Case Study: Dell’s Evolving Use of Twitter
Stefanie Nelson, Marketing, Dell Outlet | @StefanieAtDell| @DellOutlet

Dell’s evolving use of Twitter@StefanieAtDellJune 14, 2010

5
Dell on Twitter in
2007 = Wild West of exploration and learning

Dell on Twitter Today = more formalized strategy and structure
6
Sell
Engage
Inform
Support

7
The HOW is determined by the WHY
I need to drive demand for my products
I want my customers to know I’m there for them
I have information that can help customers and prospects

8
The HOW is determined by the WHY
Sell
Engage
Provide news and information

Expand on what works
9
Human element
Cross-promotion
Asking and answering questions

What are we missing?
10
Listening helped us identify gaps and find better ways of meeting customer expectations.
What’s the status of my order?
How do I find drivers for my system?
I don’t think my computer is working right. Who can help?

@DellCares
Soft launched in May 2010
Team supports customers on Twitter
Supported over 1,400 customers:

~5% who come to @DellCares
~95% who we discover and outreach to proactively

Dell on Twitter Today = more formalized strategy and structure
12
Sell
Engage
Inform
Support

13
Social media has centralized the customer experience.
PR
Marketing
Support
Product

14
Happy Tweeting!
@StefanieAtDell
http://dell.com/twitter

@twtrcon#twtrcontwtrcon.comsocialmediaatwork.com

TWTRCON NY 10 Case Study: Dell's Evolving Use of Twitter | Stefanie Nelson, Dell

by The Realtime Report on Jun 25, 2010

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TWTRCON NY 10 Case Study: Dell’s Evolving Use of Twitter | Stefanie Nelson, Dell — Presentation Transcript