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BlogWell San Francisco Social Media Case Study: Dell, presented by Lionel Menchaca


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BlogWell is the only conference where social media executives from large companies come together to share their case studies, offer practical how-to advice, and answer your questions.

To learn more about BlogWell, visit

In the BlogWell San Francisco case study presentation, "Blending Community and E-Commerce," Digital Media Manager Lionel Menchaca describes some of the challenges involved with building blogs and community sites that are independent of a main corporate website, and how Dell is starting to deal with them.

Measuring ROI, managing teams, legal issues, B-to-B, working with agencies and creating great content are central themes at BlogWell. This event is the best opportunity available for anyone looking to get started or improve their corporate social media efforts. Learn more at

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BlogWell San Francisco Social Media Case Study: Dell, presented by Lionel Menchaca

  1. 1. How Big Companies Use Social Media San Francisco | June 23, 2009 Lionel Menchaca Dell “Blending Community and E-Commerce”
  2. 2. BLENDING COMMUNITY & E-COMMERCE Lionel Menchaca Chief Blogger, Dell Inc. Blogwell – San Francisco June 23, 2009
  3. 3. DIRECT2DELL OBJECTIVE: Engage customers by sharing information that matters to them RESULTS: –  Direct2Dell exists in 5 languages –  About 200K page views per month –  Almost 1,000 posts since July 2006 –  Over 25,000 comments –  More than 100 contributors
  4. 4. CONTENT SYNDICATION Content Syndication = go where the conversations are happening Dell Community 600,000 users per quarter Over 100 million users per quarter Total online population = more than 1.5 billion
  5. 5. SOCIAL WEB STARTING TO EVOLVE How do we We’re still in reach the early customers in stages of the different social social web networks? Shared ID options Dell on other sites Forrester’s Five Eras of the Social Web - Jeremiah Owyang
  6. 6. CHANGE STARTS WITH CONTENT   All content you produce needs to be flexible and modular (shareable, embeddable, syndicatible)   How to Modularize Content? 1.  Tags 2.  Widgets 3.  RSS Feeds   Where to use modular content: 1.  Populate specific areas on destination sites like and 2.  Use modular content to populate topic-based Activity Streams
  7. 7. HOW THE FUTURE LOOKS Relevant content fed into Activity Streams like Linux, Gaming, Environment, Dell Mini Club, etc. Comment Forum into Thread stream Flickr images/ Twitterstream YouTube videos Blog posts Delicious Real-time Ideas Activity Podcasts Stream Content from Dell + the community being pulled in and syndicated through tags, aggregated via RSS
  8. 8. Thank You Lionel Menchaca Twitter: @LionelatDell 7
  9. 9. How Big Companies Use Social Media Learn more about upcoming and past BlogWells: or