Social Media Analysis of Dell

August 12, 2014

Dell is a path-breaking user of social media for marketing, deriving inputs from social media conversations

for their business. Dell has used social media to promote products, launch new products, address customer

queries, and even to involve users in a collaborative product development process by soliciting their input.

In this post, we have tried to analyze Dell based on the social media conversations about the brand, the

products, and the customer experiences.

For the purpose of this analysis, we have scoured thousands of conversations on various social networks,

media websites, and blogs. These conversations were monitored for all mentions of the brand Vodafone as

well as the related keywords. The conversations normally relate to customers of the brand, its competitors,

and customers of the competitors. Using natural language processing algorithms and text analysis, the

conversations were then analyzed to create actionable intelligence about the brand with respect to its

products, people, places, topics, issues, and categories.

Here are some of the major insights into the social media conversations about Dell:

1. How much buzz is generated about Dell?

The amount of buzz generated about a brand is an indicator of the brand awareness on social media. We can

generate a share of volume report based on the number of direct and indirect mentions of the brand and the

products. We can also compare the performance of a brand against its competitors by analyzing the

competitors and the customers of the competitors. This benchmarking is a good starting point for social

media analysis.

As the image shows, Dell tops the chart. Dell garners 28% of all mentions in the industry. It is well ahead of

Lenovo, which is at number two with a share of 23%.

Though, higher share of volume is a desirable outcome; in itself, the metric does not mean much. First, it

does not indicate whether the buzz is positive or negative. Second, it does not tell about influence of the

people who have mentioned the brand. To further examine influence and sentiments, we can dig deeper into

the data and find the results.

2. Influence of the buzz

Klout and Kred scores is a good way to judge the influence of a social media user. These two scores,

combined with qualitative analysis, can help us estimate influence of the buzz about a brand.

In the case of Dell, it tops the share of volume chart in terms of influential mentions as well. The gap between

Dell and the second spot-holder, however, decreases when compared to the overall share of volume chart.

The difference between Dell and HP (which is just behind Dell) is a meager one percent point in the case of

high-Klout score users and two percent points in the case of high-Kred score users.

3. Sentiment of the buzz

Here are the results of sentiment analysis when applied to social media conversations in the PC industry –

This chart makes it clear that Dell, which topped the share of volume charts, has most of the buzz laced with

negative sentiments. It is just ahead of Lenovo, along with Toshiba, with a sentiment score of -0.01.

4. What drives the conversations and sentiments for Dell?

The conversations can be analyzed to understand topics that appear again and again in the social media

conversations. Also, by applying sentiment analysis to these topics, we can understand the sentiments driven

by the topics.

This chart shows the percentage of positive sentiments for each of the top topics. None of these topics drive

significant positive sentiment for Dell. ‘Touchscreen,’ which is the highest positive sentiment-driver, drives

just a disappointing 25% positive sentiment.

On the other hand, topics like ‘Bag’ and ‘Processor’ drive almost 96%-97% negative sentiments. This is a

clear indication for Dell to investigate the reasons of such a dismal performance in these topics.

This is a sample snapshot of the analysis of Dell based on social media conversations. If you would like

more details, please contact us.

If you want to understand how social business intelligence can provide you with deep insights about your

brand, customers, and competitors as well as help you drive growth of your business, feel free to request a

demo at kbanga@voziq.com. You can also follow us on Twitter to receive the best content about social

media marketing from across the web.