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Dell turning the bullhorn
1. Direct2Dell - blog where people could start
talking to Dell about their experiences.
2. Instantly responding to ﬁascos (like the exploding
3. CES - blogger lounge with Michael Dell
4. Dell Idea Storm
5. Delivering on the ideas generated in the tool
6. rinse. repeat.
DELL turned their whufﬁe deﬁcit
into a whufﬁe making machine,
stopping their decline in sales and
stopped their bad press.
there are many beneﬁts to
openness and transparency
beneﬁts of embracing the
• you’ll be better prepared for the unexpected
• you’ll join in the conversation that is already
happening and be welcomed for this move
• it will bring in the opportunity for collaboration
• it will make your ideas stronger
• it will create supporters you didn’t know you had
in the old days, you had one
chance to get the message
today, you have multiple
conversations and iterations to
build that message with your
customers and audience.
Funny how we create our own rat
traps in our success. Once we're
'there' we can no longer do the stuff
that made us successful in the 1st
You do everything you can to keep You have a long list of customer
your customers on your website. relations policies. Any exception to
those policies has to go up the chain
of command for approval.
• You measure number of visitors and
time spent on your website as
whether you are successful. You need to create multiple
instructional videos so that your
customers will understand how to
• When budgets get tightened, you
use your product.
make cutbacks in areas like customer
service, marketing, support staff and
design. You demand social media strategies
that win over the ‘inﬂuencers’ to
blog or tweet about your product.
• You are bothered by a customer
describing your product in their own
words that doesn’t match your brand.
You send customers to other Your customers are doing things
websites. with your product you never
dreamed and are posting videos.
• You measure how many people
refer their friends to you as Inﬂuencers are adding you as
success. friends on social networks.
When budgets get tightened, you You work with your competitors
tighten operational costs. towards better customer
experiences for all.
• Your only customer service policy
is to do right by the customer. You know you compete for your
customers’ attention with
about those rockin’ images:
• Many are from iStockphoto.com (totally cool site)
• except as marked on the photo...
• a screenshot of my friendwheel: http://
• and the logos & screengrabs I stole from all of
the respective sites...
• Akoha.com http://www.akoha.com
• Total Insanity http://tinsanity.net
• Dell Idea Storm http://ideastorm.dell.com
• Cory’s site http://craphound.com
• Southpark Underpants Gnomes http://www.southparkstudios.com/
• Best 404 pages: http://www.plinko.net/404/
• Creative Commons: http://www.creativecommons.org
• Friend Wheel: http://apps.facebook.com/friendwheel
• Great internet stats: http://pewinternet.org
• Whufﬁe: http://en.wikipedia.org/wiki/Whufﬁe