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Dell Ideastorm - Community involvement
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Dell’s experiment with Online Communities September 2008 Dominique Hind Mark (M&C Saatchi)
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Transcript of Dell Ideastorm - Community involvement
Dell’s experiment with
Online Communities
September 2008
Dominique Hind
Mark (M&C Saatchi)
It all started with a post
Source: http://www.buzzmachine.com/archives/cat_dell.html
And gained momentum
Source: http://www.buzzmachine.com/archives/cat_dell.html
And even more momentum
Leading to dedicated haters
How did Dell respond to the noise?
Phase 1 – Dell blogOne-way information push with moderated postings & comments
Phase 2 – Inviting participationCollaborative environment
IdeaStorm
� Positioning:
� Where your ideas reign
� Messaging is consistent with online activities
� It’s about:
� Containing negative feedback
� Product development
� CRM
How did this evolve?Design refresh & active online engagement
Dell’s three year progression
IdeaStorm redesign
Direct2Dell redesign
Dell tracking IdeaStorm
Dell staff listen to blogs
Who else is experimenting?Starbucks
Radio Shack
My Starbucks Idea
Starbucks audience engagement
My Starbucks Idea Model
� Positioning:
� Help shape the future of Starbucks - with your ideas
� Messaging is inviting & consistent with online activities
� It’s about:
� Understanding customer needs
� Being innovative
� Opening up to the community
Invention Lab Model
� Positioning:
� Sharing ideas & getting involved
� It’s about:
� Providing a forum to encourage the sharing of ideas and stories… to ultimately win a competition.
Key learnings & observations
Top 5 Learnings
1. Consistent message� Ensure messaging is consistent with online activities
2. Open communication� Transparent two-way dialogue is essential in authentic
communication
3. Onsite promotion � Idea promotion onsite allows the company to meet customer
needs & wants
4. Company wide buy in� Must be ingrained in the company with all departments
actively engaged with regular posts
5. Focus� Site needs to have one single, specific focus to drive posts
Links
� Buzz Machine http://www.buzzmachine.com/archives/cat_dell.html
� Dell IdeaStorm http://www.ideastorm.com
� Direct2Dell http://www.direct2dell.com
� Dell http://www.dell.com
� My Starbucks Idea http://www.mystarbucksidea.com
� Invention lab http://rsinventionlab.com/
