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Dell Ideastorm - Community involvement



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Dell Ideastorm - Community involvement

  1. Dell’s experiment with Online Communities September 2008 Dominique Hind Mark (M&C Saatchi)
  2. It all started with a post Source:
  3. And gained momentum Source:
  4. And even more momentum
  5. Leading to dedicated haters
  6. How did Dell respond to the noise?
  7. Phase 1 – Dell blog One-way information push with moderated postings & comments
  8. Phase 2 – Inviting participation Collaborative environment
  9. IdeaStorm Positioning: Where your ideas reign Messaging is consistent with online activities It’s about: Containing negative feedback Product development CRM
  10. How did this evolve? Design refresh & active online engagement
  11. Dell’s three year progression
  12. IdeaStorm redesign
  13. Direct2Dell redesign
  14. Dell tracking IdeaStorm
  15. Dell staff listen to blogs
  16. Who else is experimenting? Starbucks Radio Shack
  17. My Starbucks Idea
  18. Starbucks audience engagement
  19. 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
  20. 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.
  21. Key learnings & observations
  22. 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
  23. Thank you! Dominique Hind Email: Blog:
  24. Links Buzz Machine Dell IdeaStorm Direct2Dell Dell My Starbucks Idea Invention lab