Presentation on Dell - Social Media Marketing

1. BUILDING A SOCIAL
MEDIA CULTURE AT
DELL
GROUP-9:
GORLI GAYATHRI
BORRA MADHAVI
GONTI SANDEEP
MIMANSHA BAHADUR
ANKITA JODHANI

2. ABOUT COMPANY
• Founded by Michael Dell in
1984.
• Went public by 1992, joining
fortune 500 list.
• One of the largest PC
manufacturer.
• 11% global market in 2012.
• 1,10,000 employees by 2013.
• Head Quartered in Texas.
• 40% workforce located in US.

3. MARKETS & CUSTOMER SEGMENTS
Into both B2B and B2C Markets.
Enterprise segment providing computers, server, storage and IT solutions
to:
• large global and national corporations.
• Government
• Universities
• Small and medium size business.

4. BUSINESS MODEL
• Direct Sales
• Success in Supply Chain Management

5. STRATEGY SHIFT
• Initially company focused on
listening to customers.
• In mid 2000’s the online
conversation was one sided – Dell
voice was not there.

6. SOCIAL MEDIA
OBJECTIVE
• To help customer solving the
problems
• Improving Dell’s reputation
• Educate customers
• Generating sales
• Predict trends
• Create better brand
perception online
By adding 2 way
communication and sharing it
via social network.

7. SOCIAL MEDIA PRINCIPALS &
USAGES

8. IMPLEMENTATION
• Dell2direct – 2006 - Official
Blog for customer-facing
communications.
• Dell IdeaStorm – 2007 –
Allowing customer suggesting
new features for future
implementation.
• Overarching Strategic direction.
• Aligning social media
communication strategy with
Dell business strategy.

9. COLLABORATION WITH
SMAC
• Primary Responsibility – Training Dell
employees on best way to use social
media.
• Course Focus – Strategies employees
might use to customize their message
to best reach their target audience.
• Chatter Tool .

10. OVER 6 YEARS OF EXPERIENCE IN SOCIAL MEDIA

11. OUTCOMES
• Successful in influencing online commentators, journalists and bloggers
• Increasing loyal customers
• Stronger B2B marketing
• NPS scores have raisin with 59% improvement in first year and 39% in
year two.
• 500 companies visiting Dell.
• Benchmarked as progress with social-media.
• Gained experience and leading edge compared to its competitors.

12. WHAT MADE DELL DIFFERENT FROM ITS
COMPETITORS
• Having social media structure in place.
• Dedicated social media team
• Internal training process for their employees, where 16% of their
employees took certification.

13. THANK-YOU !!!