DIGITAL AND SOCIAL MEDIA

AUDITDeLL

DIGITAL & SOCIAL MEDIA & DELL

1. More that 42% of world population have internet access 2. Among 1.686 billion population in the world have social

account3. Digital platform add value and brand awareness of Dell4. A best way of communication with customer through digital

platform for DELL like: facebook, PPC, Blog or other paid add online.

5. Consumer can view & review the product of dell online finally buy the product.

6. Measurable presence of Dell in the internet through SEO7. Best way of target specific audience

DIGITAL & SOCIAL MEDIA AUDIT OF DELL There are 6 key areas to do digital &

social media audit:1. Reach2. Architecture3. Content4. Conversion5. Integration6. Measurement

REACH Organic and paid exposure across digital channels of

Dell

Measure website rank on branded and category/industry keywords and phrases across major search engines of Dell.com

Dell email marketing program , open rate and click rate Dell social media channels Measure potential reach via likes, followers, subscribers, channel

views, video/image views, etc. More importantly, measure % effective reach per channel by adding engagement activities such as likes + comments + shares and dividing by potential audience size.

PPC (pay per click) campaign of Dell bring 16.5k traffic , display advertising campaigns or mobile , Measure impressions and click through rates per ad channel.

ARCHITECTURE Channel design, structure and

functionality Dell website usability for customer or target audience -How are graphic elements used?

How effectively is information presented and consumed? Test things like loads times, link integrity, navigation, etc.

Dell computer company's social media channels set up on 8 social network where google + have 93.3% shares.

CONTENT Analyze the website , blog and other content

for marketing in digital platform of Dell

Dell have a content strategy in place. There is a mechanism to measure what’s working and what isn’t.

How strong are your content assets? What formats are you using? Text? Video? Photos? Audio? Applications?

CONVERSION

Activation of visitors Dell digital channels is not fully designed with a conversion funnel in mind. Dell website don't have any forms directly on the website, Company should add some

24 hours online chat option in their website. Where customer will be happy to ask question and make purchase decision.

Facebook page of Dell is very conversion oriented, as customer can get support instant through facebook.

But dell email marketing have significant conversion percentage

INTEGRATION

Connection of all online and offline touch points

Dell social media is not integrated as it should be and social media channels not directly accessible from website, visitor have to go specific product or page to reach social network. Dell should use float social media share icon on the website home page.

Dell have cross linking from one social media channel to another, which linking back to website from social media channels. Specially dell facebook page using integrated apps to return visitor to website.

Dell’s all offline marketing referred to website and social network. Report says dell have highest number of like and share on Google+ page.

MEASUREMENT 

Digital objectives, metrics and performance of Dell

Dell objectives in place for create awareness, influence, engagement and action to visitors.

What metrics are you using to gauge performance? Do you have reporting protocols in place? What is the frequency of measurement and

reporting? Are there feedback loops in place? Are reports analyzed and acted upon?