SlideShare a Scribd company logo
Dell’s experiment with
Online Communities
September 2008

Dominique Hind
Mark (M&C Saatchi)
It all started with a post




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




Source: http://www.buzzmachine.com/archives/cat_dell.html
And even more momentum
Leading to dedicated haters
How did Dell respond to the noise?
Phase 1 – Dell blog
One-way information push with moderated postings & comments
Phase 2 – Inviting participation
Collaborative environment
IdeaStorm
 Positioning:
   Where your ideas reign


 Messaging is consistent with online activities
 It’s about:
   Containing negative feedback
   Product development
   CRM
How did this evolve?
Design refresh & active online engagement
Dell’s three year progression
IdeaStorm redesign
Direct2Dell redesign
Dell tracking IdeaStorm
Dell staff listen to blogs
Who else is experimenting?
Starbucks
Radio Shack
My Starbucks Idea
Starbucks audience engagement
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
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.
Key learnings & observations
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
Thank you!
Dominique Hind

Email:       dominiquehind@gmail.com
Blog:        http://dominiquehind.wordpress.com
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/

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