#iStrategy Dell social media case study: the evolution of Dell on Twitter

Case study - Dell’s evolving use of Twitter

@KerryatDell

#iStrategy, October 2010

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Dell on Twitter in 2007 = Wild West of exploration and learning

Dell on Twitter Today = more formalized strategy and structure

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Inform Sell Engage Support

Expand on what works

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Having conversations - asking and answering questions

Cross-promotion

Human element

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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?

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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…

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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

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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

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Happy Tweeting!@KerryatDell

www.dell.com/twitter