My case study today will be covering Dell’s evolving use of Twitter. One of the most common questions I see is “Dell has so many Twitter accounts – how do you organize it? How to you manage it? How do you govern it?” and the short answer used to be…
… we don’t! Not really, anyway. In the beginning, different teams, segments and people within Dell began to experiment with Twitter, using it in different and innovative ways.
But, eventually, the Wild West needed to be tamed. Today, Dell has developed a good structure and overarching strategy, including training, a formalized customer service experience, and integration and cross-pollination with other media.
We did this by first understanding WHY we were using Twitter. What were the objectives of each Twitter account? What kind of value were they offering to our customers? Was it consistent with Dell’s overall objectives and strategy? What were we missing? How can we make it better?
What we found is that we were using Twitter primarily to sell, to engage, and to provide news and information about our company and products. Answering the WHY helped us to better organize, categorize and understand how we can use Twitter to better meet our objectives.
We also focused on expanding what was working on the successful Twitter accounts. For example, the most successful Dell Twitter accounts that post offers and product information also engage by answering questions, participating in conversations, and providing support when needed. Those with the most followers tend to do a good job cross promoting with other Dell Twitter accounts, had other social media properties (blogs, facebook pages), and cross promoted w/ marketing vehicles like email and the Web site. The accounts were also likely to have an “atDell” account to help humanize the brand and also seemed to create a sense of accountability for the person managing that account.
But what were we MISSING? What were our opportunities? By listening to our customers on Twitter, we began to understand how customers wanted Dell to use Twitter. While there was clearly demand for offers and information, customers also wanted to use Twitter as a channel for customer support.
So, this year, we created @DellCares on Twitter. By doing so, we formalized and centralized our support efforts on Twitter, making it an easier, more efficient process for followers needing help.
… and that’s really how we got to where we are today, and what will continue to drive the evolution of Dell on Twitter.
Ultimately, the evolution of Dell on Twitter was driven by one simple fact: Social media has centralized the customer experience. Because the customer experience is not just about the ads they are exposed to, or the blog posts they read, or the products they buy, or the CSR rep they call when they have a question – it’s all of those things put together, and all of them needed to be addressed in our social media initiatives.
TWTRCON NY 10 Case Study: Dell's Evolving Use of Twitter | Stefanie Nelson, Dell
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Case Study: Dell’s Evolving Use of Twitter<br />Stefanie Nelson, Marketing, Dell Outlet | @StefanieAtDell| @DellOutlet<br />
Dell’s evolving use of Twitter@StefanieAtDellJune 14, 2010<br />
5<br />Dell on Twitter in <br />2007 = Wild West of exploration and learning <br />
Dell on Twitter Today = more formalized strategy and structure<br />6<br />Sell<br />Engage<br />Inform<br />Support<br />
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<br />The HOW is determined by the WHY<br />Sell<br />Engage<br />Provide news and information<br />
Expand on what works<br />9<br />Human element<br />Cross-promotion<br />Asking and answering questions<br />
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 />
@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
~95% who we discover and outreach to proactively</li></ul>11<br />
Dell on Twitter Today = more formalized strategy and structure<br />12<br />Sell<br />Engage<br />Inform<br />Support<br />
13<br />Social media has centralized the customer experience. <br />PR<br />Marketing<br />Support<br />Product<br />