2. About Dell
At age 19, Michael Dell founded PC's Limited with
$1,000
In 1988 Dell goes public increasing market capitalization
from $1,000 to $85 million
First Laptop made in 1989
2001 named # 1 Computer Systems Provider Worldwide
Becomes a private company again in 2013
Early adopter of Social Media
3. Leading Social Media Brands
One of the first companies to generate millions of dollars in revenue
from Twitter
Informed followers about discounts & special offers using a link that
directed them directly to Dell’s website
Dell’s Talent Acquisition team is at the forefront of Social Media usage
for employment branding and recruitment purposes
90% of their employees are on LinkedIn
Over 770,000 LinkedIn followers
In 2013, Dell had over 433 YouTube videos, 22 Facebook Groups, 12
Blogs, 8 Forums and 18 Public Wikis
Social Selling, Social Organization and Real-Time Engagement to
Reinforce the Brand
Over 25,000 conversations daily happening about Dell
5. Social Media Strategy
According to Carly Tatum, Dell’s Global Social Media Manager:
“Social media has changed the PR game. Not only does social
media break news, but it is increasingly becoming a go-to resource
for journalistic research”
51% of Journalists worldwide use Social Media to gather news
stories
Know your Influencers, Policymakers, Bloggers and Culturemakers
Dell website reinforces the brand with customer stories, articles,
case studies and forums
Empower employees to be an advocate for the brand
Established a Social Media And Community University (SMACU)
Over 24,000 Employees have undergone social media training
3000 have completed training courses to become certified to use
social media on Dell’s behalf
6. Social Media Strategy continued….
Belief that Social Media can be used for more than just Improved Interactions
and Brand Awareness
Utilizes Social Media Data Analysis to increase Business Sales and Revenue
Built Social Media command Center to address PR issues via Social Media
Example: In 2006, pictures surfaced online
of a Dell laptop in Japan combusting due to
a battery defect. Dell posted a blog on their
Website titled “Flaming Notebook” and included
a link showing the pictures with the laptop in
flames
PR Nightmare but it became a turning point in the way Dell engaged with their
customers
7. 5 Tips for PR Social Media Success
Always start with listening
What are people saying about your organization?
Keep current on what’s relevant online
Craft your message so that it’s shareable
Headline Formula: Number or Trigger word + Adjective + Keyword +
Promise
Include links that make it easy to share promotions and offers
How you respond is as powerful as what you say
Realize the Power of Social Media in Real Time
Focus on creating conversations and relationships
Implemented multiple new Social Initiatives and employed four
Talent Acquisition Social Media and Engagement Analysts
Measure your success
Track likes, retweets, shares, reposts and comments
