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TWTRCON NY 10 Case Study: Dell's Evolving Use of Twitter | Stefanie Nelson, Dell

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TWTRCON NY 10 Case Study: Dell's Evolving Use of Twitter

Stefanie Nelson explains Dell's evolving strategy for managing its Twitter accounts.

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TWTRCON NY 10 Case Study: Dell's Evolving Use of Twitter | Stefanie Nelson, Dell

  1. 1. @twtrcon#twtrcontwtrcon.comsocialmediaatwork.com<br />
  2. 2. Thank You to Our Sponsors<br />ANCHOR SPONSORS<br />PLATINUM SPONSORS<br />RESEARCH SPONSOR<br />RECEPTION SPONSOR<br />GOLD SPONSORS<br />SILVER SPONSORS<br />Please visit our sponsors and exhibitors during the breaks!<br />
  3. 3. Case Study: Dell’s Evolving Use of Twitter<br />Stefanie Nelson, Marketing, Dell Outlet | @StefanieAtDell| @DellOutlet<br />
  4. 4. Dell’s evolving use of Twitter@StefanieAtDellJune 14, 2010<br />
  5. 5. 5<br />Dell on Twitter in <br />2007 = Wild West of exploration and learning <br />
  6. 6. Dell on Twitter Today = more formalized strategy and structure<br />6<br />Sell<br />Engage<br />Inform<br />Support<br />
  7. 7. 7<br />The HOW is determined by the WHY<br />I need to drive demand for my products<br />I want my customers to know I’m there for them<br />I have information that can help customers and prospects<br />
  8. 8. 8<br />The HOW is determined by the WHY<br />Sell<br />Engage<br />Provide news and information<br />
  9. 9. Expand on what works<br />9<br />Human element<br />Cross-promotion<br />Asking and answering questions<br />
  10. 10. What are we missing?<br />10<br />Listening helped us identify gaps and find better ways of meeting customer expectations.<br />What’s the status of my order?<br />How do I find drivers for my system?<br />I don’t think my computer is working right. Who can help?<br />
  11. 11. @DellCares<br />Soft launched in May 2010<br />Team supports customers on Twitter<br />Supported over 1,400 customers:<br /><ul><li>~5% who come to @DellCares
  12. 12. ~95% who we discover and outreach to proactively</li></ul>11<br />
  13. 13. Dell on Twitter Today = more formalized strategy and structure<br />12<br />Sell<br />Engage<br />Inform<br />Support<br />
  14. 14. 13<br />Social media has centralized the customer experience. <br />PR<br />Marketing<br />Support<br />Product<br />
  15. 15. 14<br />Happy Tweeting!<br />@StefanieAtDell<br />http://dell.com/twitter<br />
  16. 16. @twtrcon#twtrcontwtrcon.comsocialmediaatwork.com<br />

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