Dell Ideastorm - Community involvement

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Dell’s experiment with Online Communities September 2008 Dominique Hind Mark (M&C Saatchi)

description

An overview of Dell's progression into social marketing, blogging & community involvement.

Transcript of Dell Ideastorm - Community involvement

Page 1: Dell Ideastorm - Community involvement

Dell’s experiment with

Online Communities

September 2008

Dominique Hind

Mark (M&C Saatchi)

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It all started with a post

Source: http://www.buzzmachine.com/archives/cat_dell.html

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And gained momentum

Source: http://www.buzzmachine.com/archives/cat_dell.html

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And even more momentum

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Leading to dedicated haters

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How did Dell respond to the noise?

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Phase 1 – Dell blogOne-way information push with moderated postings & comments

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Phase 2 – Inviting participationCollaborative environment

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IdeaStorm

� Positioning:

� Where your ideas reign

� Messaging is consistent with online activities

� It’s about:

� Containing negative feedback

� Product development

� CRM

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How did this evolve?Design refresh & active online engagement

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Dell’s three year progression

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IdeaStorm redesign

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Direct2Dell redesign

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Dell tracking IdeaStorm

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Dell staff listen to blogs

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Who else is experimenting?Starbucks

Radio Shack

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My Starbucks Idea

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Starbucks audience engagement

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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

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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.

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Key learnings & observations

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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

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Thank you!Dominique Hind

Email: [email protected]

Blog: http://dominiquehind.wordpress.com

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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/