How did it Start?!It all started with a simple post by Jeff Jarvis,when he failed to receive the services for whichhe paid a premiumThe company representatives were unable tofix his Dell Lemon Laptop despite of constantfollowupEnraged Jarvis then started writing a blogagainst Dell’s Shabby service, in which he wasaccompanied by fellow customers of DellHis blog Dell – Hell spread like a wild-fire whichgave rise to many other hate portals against dell
What to do ?!!Michael dell realized the sensitivity of the issuesraised by these hate portalsHe was futuristic and took social media marketing asmeans to bridge the communication Gap..!Phase I - Dell came up with a Web-Portal Direct 2Dell which gave a one-way information throughmoderated posts and commentsDirect 2 Dell was sought as means to bring about acongenial dialogue between the customers and themanufacturers which was missing all this while..!
Its a common platform for all the customers to voice their Opinions,Ideas, Needs etc. from Dell merchandise..This webpage customers to post new ideas or additions they wish toreceive in laptops or desktopsThe webpage is moderated by Dell representatives, each idea gets aresponse under 48hrsIdeas are tagged as Ideas in Action – Ideas that are beingimplementedUnder Review- These Ideas are being scrutinized for feasibilityAlready offered – The Idea is already on offerPipeline- Ideas waiting to be reviewed
Learnings ?!Consistent message• Ensure messaging is consistent with online activities Open communication• Transparent two-way dialogue is essential in authentic• Communication Onsite promotion• Idea promotion onsite allows the company to meet customer• needs & wants Company wide buy in• Must be inculcated within all departments• actively engaged with regular posts