Twitter for Business | Hilton New York | June 14, 2010

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Twitter for Business | Hilton New York | June 14, 2010

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Twitter for Business | Hilton New York | June 14, 2010

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Case Study: Dell’s Evolving Use of Twitter

• Stefanie Nelson, Marketing, Dell Outlet | @StefanieAtDell | @DellOutlet

Dell’s evolving use of Twitter

@StefanieAtDell

June 14, 2010

5

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

6

Dell on Twitter Today = more formalized strategy and structure

Inform Sell Engage Support

7

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

The HOW is determined by the

WHY

8

Engage

Provide news and

information

Sell

The HOW is determined by the

WHY

9

Expand on what works

Asking and answering questions

Cross-promotion

Human element

10

What are we missing?

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?

11

@DellCares

• Soft launched in May 2010

• Team supports customers on Twitter

• Supported over 1,400 customers:• ~5% who come to @DellCares

• ~95% who we discover and outreach to proactively

12

Dell on Twitter Today = more formalized strategy and structure

Inform Sell Engage Support

13

Social media has centralized the customer experience.

Marketing

PR

ProductSupport

14 http://dell.com/twitter

Happy Tweeting!@StefanieAtDell

Twitter for Business | Hilton New York | June 14, 2010

Anchor SponsorsCo-located with

@twtrcon#twtrcon

twtrcon.comsocialmediaatwork.com