The new marketing and the social web – An analysis of the brand Dell

The new marketing andthe Social Weban analysis of the brand Dell

Cristina Dresch

GENERAL OBJECTIVE

ANALYSE, UNDER THE NEW MARKETING THEORY, THE PRESENCE OF THE BRAND DELL IN THE SOCIAL WEB

SPECIFIC OBJECTIVES

IDENTIFY AND DESCRIBE THE MAIN TOOLS USED BY THE BRAND IN ORDER TO ENGAGE WITH ITS CUSTOMERS

MET

HO

DO

LOG

Y

investigate a contemporary phenomena in a real life situation. case study. intensive analysis in an unique real organization gathering several and detailed information in order to apprehend information totality.

The communicationREVOLUTION

1800

1920

1900

1930

RADIO

NEWSPAPER

TELEVISION

FACE-TO-FACE

WEB

WEB 1.0 SPECTATORS powerless users

minimal interaction ONLY AN INFORMATION RESOURCE

WEB 2.0INTERACTION CONTROL content USER INFORMATION

CONVERSATION SHARE

Social Web "Social Web is defined as people interlinked and interacting with engaging content in a conversational and participatory manner via the Internet."

Shaun Connolly (2008)

INTERACTIONIMMEDIATEINTERCONECTIONINCLUSIVEINFINITIVE

TOOLSof the Web Social

PRODUCTS, SERVICES, WEBSITES RANKING

INFORMATION AGGREGATOR

ONLINE DIARIES WHERE PEOPLE CAN SHARE THEIR IDEAS IN A

SIMPLE AND QUICK WAY

BLOG

COMMUNITIESa place where members interact amongst themselves, where there is a specific reason to keep a dialogue

social networksplace where people get together to share ideas and interact with one another, all social networks are formed by specific ties which can be defined by several different aspects

?TRADITIONAL marketing

NEW marketing

NEW marketing

TRADITIONAL marketingPRODUCT DRIVEN

RELATIONSHIP DRIVEN

NEW MARKETINGONLINE BRANDING

WHUFFIE

NEW marketing

SEGMENTATIONINTERACTIVE COMMUNICATIONCONTENT CREATED BY CUSTOMERSWORD-OF-MOUTH

DELL ANALYSIS

IT WAS FOUNDED IN 1984 BY MICHAEL DELL. In 1985 the company built its first computer with its own design

YOUNG COMPANYWEB SOCIAL PRESENCE

USES THE TOOLS

OBJECTS OF ANALYSISIDEASTORM TWITTER FACEBOOK

IDEASTORMFORMED BY EXPERT CUSTOMERS, ABLE AND WILLING TO SHARE THEIR IDEAS WHICH ARE DRIVEN BY THE INTERACTIVE COMMUNICATION AMONGST THE COMMUNITY MEMBERS

the user is motivated by their own ideas in relation to the brand's products

TWITTERbuy on impulse

speed with efficiency users create content indirectly (RTs)

THE USER IS MOTIVATED BY THE PRODUCTS, PROMOTIONS AND SALES

ANNOUNCED BY THE BRAND

USERS WHO REALLY IDENTIFY WITH THE BRAND, SOCIAL TIES, DIRECT INTERACTION THROUGH WALL POSTS

FACEBOOK

user is motivated by the brand

CONCLUSION

3 Twitter

2 Ideastorm

1 FacebookRELATIONSHIP LEVEL BETWEEN THE CUSTOMERS AND THE BRAND