Dell's Ideastorm program began as a response to negative blogs and websites created by frustrated customers complaining about Dell's poor customer service. Michael Dell realized the company needed to better communicate with customers on social media to understand their issues. Dell first launched Direct 2 Dell as a one-way information portal with moderated posts and comments. This evolved into Ideastorm, a common platform for customers to voice opinions, ideas, and needs about Dell products. Ideastorm is moderated by Dell representatives who provide responses within 48 hours and categorize ideas as being implemented, under review, already offered, or in the pipeline. The program helped Dell promote an open dialogue with customers and better meet their needs.

1. DELL - IDEASTORM

2. How did it Start?!
It all started with a simple post by Jeff Jarvis,
when he failed to receive the services for which
he paid a premium
The company representatives were unable to
fix his Dell Lemon Laptop despite of constant
followup
Enraged Jarvis then started writing a blog
against Dell’s Shabby service, in which he was
accompanied by fellow customers of Dell
His blog Dell – Hell spread like a wild-fire which
gave rise to many other hate portals against dell

3. Repercussions

4. What to do ?!!
Michael dell realized the sensitivity of the issues
raised by these hate portals
He was futuristic and took social media marketing as
means to bridge the communication Gap..!
Phase I - Dell came up with a Web-Portal Direct 2
Dell which gave a one-way information through
moderated posts and comments
Direct 2 Dell was sought as means to bring about a
congenial dialogue between the customers and the
manufacturers which was missing all this while..!

5. Phase II - Ideastorm
Phase II -
Ideastorm

6. Its a common platform for all the customers to voice their Opinions,
Ideas, Needs etc. from Dell merchandise..
This webpage customers to post new ideas or additions they wish to
receive in laptops or desktops
The webpage is moderated by Dell representatives, each idea gets a
response under 48hrs
Ideas are tagged as Ideas in Action – Ideas that are being
implemented
Under Review- These Ideas are being scrutinized for feasibility
Already offered – The Idea is already on offer
Pipeline- Ideas waiting to be reviewed

8. Learnings ?!
Consistent message
• Ensure messaging is consistent with online activities
Open communication
• Transparent two-way dialogue is essential in authentic
• Communication
Onsite promotion
• Idea promotion onsite allows the company to meet customer
• needs & wants
Company wide buy in
• Must be inculcated within all departments
• actively engaged with regular posts