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


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In his BlogWell Cincinnati case study presentation, "Dell's Next Step: Listening and Engaging 2.0," Dell's Chief Blogger, Lionel Menchaca, explains how they're moving into their next phase of social media monitoring and engagement.

Lionel covers how they're structuring their teams, how they're involving multiple departments, and how they're reaching out to their fans and customers.


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

To learn more about BlogWell, visit

BlogWell is produced by GasPedal and the Social Media Business Council.

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

  1. 1. 1<br />
  2. 2. Dell’s Next Step: Listening & Engaging 2.0<br />Lionel Menchaca<br />Chief Blogger<br />BlogWell Cincinnati (April 7, 2010)<br />
  3. 3. Dell Online Activity Timeline<br />3<br />1996/ 1997<br />August 2006<br />April 2006<br />July 2006<br />February1997<br />Corp. Rep. <br />SDC/ DCF<br />Direct2Dell<br />Blog Outreach<br />IdeaStorm<br />Outreach<br /><ul><li>Humble beginnings
  4. 4. Established foundation for Direct2Dell content
  5. 5. Extended DCF and Direct2Dell’s reach
  6. 6. Also humble beginnings
  7. 7. Helped grow Dell’s credibility and grow Direct2Dell’s readership organically
  8. 8. Community-driven concept that caught on quickly
  9. 9. Was among the first crowdsourcing experiments by a brand
  10. 10. Extended two-way communication with customers
  11. 11. Content influenced by online conversations helped build our credibility
  12. 12. preceded
  13. 13. Dell Community Forum rooted in break/ fixactivity</li></li></ul><li>What We Learned<br />4<br />4000 – 5000 conversations happen around the Web about Dell every day<br />Engaging in brand reputation and topic discussions is worthwhile<br />Dell must be part of the conversation ecosystem<br />Centralizing Dell’s social media efforts only gets us so far<br />
  14. 14. Fundamental Challenges<br />5<br />How to make sense of the firehose<br />How to scale<br />
  15. 15. Listening & Response 2.0 Structure <br />6<br />Listening Process<br />Listening <br />Czar<br />Social Media Responder Team<br />Segment SME discussions<br />Brand/ Reputation discussions<br />External Blogs/ Forums<br />Dell Community Sites<br />External Blogs/ Forums<br />Dell Community Sites<br />Dell Community Sites<br /><br />
  16. 16. Listening & Response Engine<br />7<br />Listen to customer conversations across the web<br />Listen and Engage Customers Who… <br />Need Help <br />(internal and external forums, blogs,<br />other external social networks )<br />Are loyal fans <br />(our community + external social networks)<br />Have Suggestions <br />Closed Loop Response Engine<br />Early Warning System<br />Drive for Root Cause ID<br />Storm Sessions / IdeaStorm<br />Closed Loop Process<br />Implement Changes<br />Thank / Surprise / Delight<br />Create Movement<br />Brand Ambassadors<br />Embed Responders and SMEs across critical parts of the organization to close loop with customers <br />Product Group & Professional Services<br />Customer Service& Tech Support<br />Marketing<br /> & Online<br />Communications<br />Sales<br />Hone the listening process (top to bottom), be willing to take action and drive change in the business <br />
  17. 17.<br /><br /><br /><br /><br /><br /><br /><br /><br />Where to Find us On the Web<br />8<br />
  18. 18. 9<br />