#istrategy dell social media case study: the evolution of dell on twitter
DESCRIPTION
@KerryatDell shared this mini case study in 10 minutes at #iStrategy in London today. The case study talks to the four ways businesses are using Twitter and shares three of the most important insights.TRANSCRIPT
Case study - Dell’s evolving use of Twitter
@KerryatDell
#iStrategy, October 2010
2
Dell on Twitter in 2007 = Wild West of exploration and learning
Dell on Twitter Today = more formalized strategy and structure
3
Inform Sell Engage Support
Expand on what works
4
Having conversations - asking and answering questions
Cross-promotion
Human element
5
I want my customers to
know I’m there for them
I have information
that can help customers and
prospects
I need to drive
demand for my products
Getting started - What are you
trying to achieve?
6
Engage
Provide news and
information
Sell
Over time three ways we use twitter
emerge…
By listening to your customers you can define any needs you are missing…
7
Listening helped us identify gaps and find better ways of meeting customer expectations.
What’s the status of my order?
I don’t think my computer is working right. Who can help?
How do I find drivers for my system?
Support - @DellCares
8
Objectives:
cc Dell
• Proactively engage customers
• Customer retention
Highlights:
• Early days – soft launched in May 2010• Team supports customers on Twitter • Supported over 1,800 customers:
• ~5% who come to @DellCares• ~95% who we discover and outreach to proactively
http://twitter.com/dellcares
9
Happy Tweeting!@KerryatDell
www.dell.com/twitter