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Dell Ideastorm - Community involvement
The document summarizes Dell's experiment with online communities over three years, from launching a one-way blog to inviting participation on IdeaStorm and redesigning sites like Direct2Dell. It also discusses how Starbucks and Radio Shack are experimenting with online idea forums like My Starbucks Idea and the Invention Lab. The key learnings highlighted are maintaining a consistent message, promoting ideas onsite, ensuring company-wide buy-in, focusing sites on a single topic, and facilitating transparent two-way dialogue.
