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Dell -social media strategy


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Dell -social media strategy

  1. 1. ADV 892 Denise (Lingzi) Xia
  2. 2.  Founded in 1984  Austin,Texas, US  Product Portfolio  Began using social media in 2006
  3. 3.  Challenges:  Moderate Brand Preference  Remaining stagnant consumer PC business  It’s Current Goal---Rebranding  the most loved brand  a more consumer-centric company *Have already launched ads campaign
  4. 4. Plan Holding online contest “I Love Dell” Objective: leverage Dell’s previous successful use of social media for its rebranding goal Promote its new image while building brand preference by holding the contest. The engagement of its online fans can further help Dell to promote its new image to potential customers.
  5. 5. For Dell •Contest Description •Announcement of the Contest •Sharing itsYouTubeVisual Description of the Contest •Sharing participants’ articles or links for the contest ForTarget Audiences •Answering the contest questions by writing short articles on Facebook •Promoting their own articles on Facebook to earn as much “like” as they can. •Promoting their video on Facebook if the questions are answered via vide-form
  6. 6. For Dell •Announcement of the Contest (with links back to the descriptions of the contest both on Facebook home page and itsYouTube) •Retweeting Participants’Tweet-form answer for the Contest ForTarget Audiences •Providing their answer within 140 characters with #ILoveDell •Promoting their other form of answer viaTwitter with #IloveDell if the questions are answered on Facebook or Youtube.
  7. 7. For Dell •Creating a group onYouTube that allows participants to upload their video-form answer •Visual Description of the Contest ForTarget Audiences • Giving the answer by shooting a video no longer than 1 minutes and 30 seconds, and uploading it onto the Contest YouTube group
  8. 8. DELL