1. Analysing the Online
Reputation of Dell Computers
Bhushan Shetty - @bhushanshetty
Germinait Solutions Private Limited, Mumbai, 16th October 2012, 17:00
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2. Dell’s Social Media & Community History
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3. Where Dell uses Social Media
Product Development Marketing Communication
• Feedback Loop • Demand Forecast • Rich Media
• Early Warning • Lead Generation • Brand Reputation
• New Product • Message Reach • Influence
Ideation • Reputation
Sales Customer Service Online Presence
• Leads
• Collaboration • Listening • Ratings & Reviews
• Thought Leadership • Support Widgets • Communities
• Blogs • Outreach • Customer Stories
© 3

4. Top Social Networking Facebook Top Brands(India)
(10 million)
10000000
Identify:
Sites(India) 9000000
70
8000000
7000000
What do YOU want
60
50
6000000
5000000 from YOUR Social
4000000
40
30
3000000
2000000
Media efforts? Strength
Users(in millions)
20 1000000
0
10
0
Facebook Linkedin Twitter Orkut
figure 2
figure 1
Facebook: Dell vs HP vs Lenovo(India)
Fan Growth Rate
figure 3
figure 4
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Source: http://socialbrands.media2win.com/

5. Post Type Distribution Interaction Distribution
Identify:
What do YOU want
from YOUR Social
Media efforts?
figure 1 figure 2
Interaction Table Average Interactions per post
figure 3
figure 4 5
Source: https://www.allfacebookstats.com/client/

6. Twitter Comparisons
Identify:
What do YOU want
from YOUR Social
figure 1
Media efforts?
figure 2
figure 3
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7. Online Buzz about Dell (Globally)
Around the world Identify:
Age distribution (across)
What do YOU want
from YOUR Social
Media efforts?
figure 2
figure 1
Channels
figure 3
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Source: http://dashboard.sentimentmetrics.com

8. Online Buzz about Dell (India)
Identify:
Product break up
Dell’s Laptop dominated the online conversations
around the brand (69%).
The brand’s desktops lead(26%), followed by
figure 1
some chatter around Dell’s new Tablet.
Topics of discussion
Consumers mainly generated a lot of buzz about
Dell.
Some viral jokes running around the brand too.
Promotions also drove buzz around the brand.
figure 2
© 2012 - Dell 8

9. Online Buzz about Dell (India)
Identify:
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
figure 1 products and accessories for Dell.
Neutral Quote
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10. Online Buzz about Dell (India)
Identify:
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.
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11. Strategy:
Listen,
Listening Engage,
Opportunity
Engaging
“Engaging in honest, direct conversations with
customers and stakeholders is a part of who we are,
Opportunity
who we’ve always been. The social web amplifies
our opportunity to listen and learn and invest
ourselves in two-way dialogue, enabling us to
become a better company with more to offer the
people who depend on us.”
- Michael Dell
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12. Thank you!
@bhushanshetty
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