Dell (social media analysis)

Analysing the Online Reputation of Dell Computers

Bhushan Shetty - @bhushanshetty

Germinait Solutions Private Limited, Mumbai, 16th October 2012, 17:00

1

Dell’s Social Media & Community History

2

Where Dell uses Social MediaProduct Development Marketing Communication

• Feedback Loop • Demand Forecast • Rich Media• Early Warning • Lead Generation • Brand Reputation

• New Product • Message ReachIdeation

Sales Customer Service• Leads

• Collaboration • Listening• Thought Leadership • Support Widgets

• Blogs • Outreach

• Influence• Reputation

Online Presence

• Ratings & Reviews• Communities

• Customer Stories

© 3

Identify:What do YOU wantfrom YOUR SocialMedia efforts?

Tata

Docomo

Kingfish

er

MTV Road

ies

Vodafone

Fastt

rack

Nokia Dell

Axe Ange

lsIdea

Shoppers

Stop

0100000020000003000000400000050000006000000700000080000009000000

10000000

Facebook Top Brands(India)

Strength

(10 million)

figure 2Facebook Linkedin Twitter Orkut0

10

20

30

40

50

60

70

Top Social Networking Sites(India)

Users(in millions)

Facebook: Dell vs HP vs Lenovo(India)Fan Growth Rate

4Source: http://socialbrands.media2win.com/

figure 1

figure 3

figure 4

Identify:What do YOU wantfrom YOUR SocialMedia efforts?

Interaction Table

Post Type Distribution Interaction Distribution

Average Interactions per post

5Source: https://www.allfacebookstats.com/client/

figure 1 figure 2

figure 3

figure 4

Identify:What do YOU wantfrom YOUR SocialMedia efforts?

Twitter Comparisons

6

figure 1

figure 2

figure 3

Source: https://followerwonk.com

Identify:What do YOU wantfrom YOUR SocialMedia efforts?

Online Buzz about Dell (Globally)

Around the worldAge distribution (across)

Channels

Source: http://dashboard.sentimentmetrics.com7

figure 3

figure 2figure 1

Identify:

© 2012 - Dell

Online Buzz about Dell (India)

Product break up

Topics of discussion

Dell’s Laptop dominated the online conversations around the brand (69%).The brand’s desktops lead(26%), followed by some chatter around Dell’s new Tablet.

Consumers mainly generated a lot of buzz about Dell.Some viral jokes running around the brand too.Promotions also drove buzz around the brand.

8

figure 1

figure 2

Identify:

Online Buzz about Dell (India)

Sentiment break up

Positive: Love/Aspirations mentioned by consumers for Dell especially Inspiron.Negative: Insufficient information provided about product warranty at the time of sale.Neutral: Conversations about the promotion around products and accessories for Dell.

Neutral Quote

9

figure 1

Identify:

Online Buzz about Dell (India)

Gender Analysis

Males lead the online conversion with 64%while females constituted of 36%.

Key Takeaways

Dell receives 43% of its buzz from the consumers directly, a lot which are negative. This suggests an opportunity for the brand to focus on generating social media content that solicits consumer feedback.

It could also Identify Brand advocates – Influential bloggers and social media users and engage with them to resonate the buzz around their products.

10

Strategy:

Listening

Engaging

Opportunity

Listen,Engage,

Opportunity

“Engaging in honest, direct conversations withcustomers and stakeholders is a part of who we are,

who we’ve always been. The social web amplifiesour opportunity to listen and learn and invest

ourselves in two-way dialogue, enabling us tobecome a better company with more to offer the

people who depend on us.”- Michael Dell

11

Thank you!@bhushanshetty

12