An overview of Dell's progression into social marketing, blogging & 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: http://www.buzzmachine.com/archives/cat_dell.html

3. And gained momentum
Source: http://www.buzzmachine.com/archives/cat_dell.html

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

21. 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.

22. Key learnings & observations

23. 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

24. Thank you!
Dominique Hind
Email: dominiquehind@gmail.com
Blog: http://dominiquehind.wordpress.com

25. Links
Buzz Machine
http://www.buzzmachine.com/archives/cat_dell.html
Dell IdeaStorm http://www.ideastorm.com
Direct2Dell http://www.direct2dell.com
Dell http://www.dell.com
My Starbucks Idea http://www.mystarbucksidea.com
Invention lab http://rsinventionlab.com/