“Rumor Has It You Need A ”

“Rumor Has It You Need A ”

Group 5Eric Hyde, Ryan Jech, Brooks Keller,

Mary Reichert, & Bryant Taylor

Background Facebook (5,404,906 likes) Twitter (1,487,955

followers) LinkedIn (88,414

employees on LinkedIn) Google+ (312,019) Slideshare (161

slideshares, 464 followers) YouTube (13,749

subscribers, 17,636,629 video views)

Flickr (15,003 items, 66 contacts)

Storify (53 stories, 101 followers, following 74)

Pinterest (651 followers, 157 pins)

Xing (German) Orkut (Brazilian) RenRen (Chinese) Weibo (Chinese)

ToolsFocus group of 12 college studentsInterview with Dell’s Social Media DirectorOnline survey of over 50 college students

What benefits does a college student wish to

receive by liking or following Dell on social

media?

Secondary Research¼ people on Facebook

follow companies for a benefitUpdatesDiscountsShow interest to others Increase social status

Primary Research Focus Group

Special deals, discounts, and funny updates

Campus events: Hackathon, sweepstakes

Dell’s philanthropy Interview

Promote events: Webinars, Google Plus Hangouts, tweetchats

Survey 40% Helpful posts 63% Interesting posts 52% special offers or deals 29% Exclusive udates

How do consumers want Dell to respond to a problem using social

media (i.e. blogs, twitter)?

Secondary ResearchQuick and timely responseConvenient SolutionHelpful advice on postsHumorous and enjoyable

interactions with Dell employees

Primary Research Focus Group Quick and timely response Someone that is American

and not outsourced

Interview Convenient problem solving

Survey Facebook responses 23% and

updates 27% Twitter responses 18% and

updates 14% YouTube Tutorials 49% Over the phone help 72%

Conclusions & Suggestions

Quick and timely response to customer problems

Friendly interactions with Dell Employees

Advertise and make a name for quality service on social media sites

What variety of media does Dell use that retains consumers on their social

media outlets?

Secondary ResearchDell IdeaStorm is a website launched in 2007

to allow Dell "to gauge which ideas are most important and most relevant to" the public

Dell's Social Media Command Center

Monitor & Respond: You need to protect your brand. Educate and Inform

Establish Thought Leadership


Students prefer more interesting posts that are funny in balance with promotions

They feel Dell could sponsor an event or sport to increase brand awareness and popularity

Interview Employees are able to becoming SMaC (Social Media and

Community) certified Survey

93% log on to Facebook ‘often’ 45% said they spent 2-3 hours a day on social media site Humorous and interesting posts were the top two answers for 85% of respondents said they haven’t been on any Dell social media

website

Conclusions and Suggestions

Dell has shown with the launch and implementation of consumer ideas that IdeaStorm is beneficial and especially with the Command Center how dedicated Dell is to interacting with consumers by the integration of social media into their brand

Suggest that Dell should generate more followers and likes on websites and buzz in general with posts relating to contests, giveaways, and funny stories through pictures/video

Target more younger adults ages 18-24 who use social media every hour to further expand their brand

What innovations is Dell creating to stay

competitive in their industry?

Secondary ResearchDell has realized that Apple and H.P. are taking

the lead in innovationFinally, an all-in-one that's ready to move.

Introducing the world’s thinnest and lightest portable all-in-one featuring an 18.4" Full HD touch display and the best battery life in its class.

New XPS 12 convertible ultrabook- more gearedcollege students

Competes on price and quality


Students want to carry around a functional laptop/tablet which is lightweight and user friendly all around

They felt that Dell’s commercials could feature the products’ capabilities that set them apart more than just focusing on the quality of animation

Interview Claudville, Virginia, has never had wireless broadband internet service, until

now! Due to Dell piloting the first wireless white space network Converging the IT Fabric With 10-Gigabit Ethernet- Dell is laying the

foundation for customers to evolve their IT infrastructure from multiple topologies to a unified fabric based on Ethernet technology.

Survey 3.8 for music/video editing and 5 out of 10 for being trendy to have a Dell Agree Dell is innovative and value for the most part, but mediocre in popularity Majority of participants rated Dell a 4 on average from a scale from 1-7 71% said that haven’t seen any XPS ads from Dell (not a good sign)

Conclusions and Suggestions

By unleashing the XPS laptop, ultrabook, and convertible tablet, Dell’s lineup of products are not only innovative, but fluid and functional

Dell needs to figure out ways using social media to grab attention of students and show them Dell has changed through innovation for the better

We also suggest that even though Dell’s mainly a business company, they need to engage with their younger adult target market with their new trendy products, by making their presence felt on mediums and campuses where students can get the message

What efforts does Dell use that attracts the consumer to Dell’s Facebook page?

Secondary Research5.3 million followersHumorous videos with over 1000 likesPollsSeasonal promotionsVideo game contestsSpecial promotions are the

most successful

Primary ResearchFocus Group

None had been to Dell’s FacebookInterview

“Nerd” humor and updatesSurvey

72% said very unlikely to visit Dell’s Facebook65% said humorous post attract them to company

pages


Dell is focusing too much of their Facebook posts towards the “nerd” demographic and not towards the target market

We suggest posting more things that theaverage college student will be interested in:

Exclusive discounts & promotionsHumorous videos & pictures

Campaign following humorous college student in entertaining scenarios

Extreme videos or videos with celebrity sponsorsPicture sharing

What are college students looking for as far as

technical support on Dell’s different social media pages?

Secondary Research Many users that post on the Dell Facebook page are

asking for help with a computer problem or complaining about the poor costumer service they have received-- Most of these posts do not receive responses

There is a support tab that takes you to different support links

The @DellCares Twitter has a 4 member “Social Media Outreach Team” which responds to tweets complaining about problems and directmessages these users forassistance

@DellCares also tweets helpfultips and solutions to commonDell problems


Students are looking for interaction from the company They want links and helpful tips posted about Dell

products Interview

Links on the Facebook page that offer technical support The support tab goes directly to the Social Media Support

TeamSurvey

71% said customer support meets their standards 49% said they were looking for YouTube tutorials Dell’s customer support was rated an average of 2.49/5


Dell has been doing a pretty good job with their social media customer support as far as being responsive on Twitter and using links on their Facebook page

We suggest that they spend some time addressing the issues that people post on their Facebook page so that it is not overwhelmingly negative and these users find the support they’re looking for

We also suggest that they use their YouTube page to create how-to support videos that can be posted on their other sites

What relation do college students observe between Dell and different seasonal

holidays?

Secondary ResearchAccounts for 12.1% of marketYears end“Back-to-School”Increases advertisements Increases coupons


College Students are brokeReceive computers for graduation Receive computers for holidays

Survey – How often is Dell seen for advertising during seasonal holidays?” 13 responded “never” (16%)14 responded “less than once a month” (17%) 11 responded “once a month” (13%) 13 responded “2-3 times a month” (16%) 13 responded “once a week” (16%) 5 responded with “daily” (6%).


Buying happens in the winter holiday months Buying happens during “back-to-school”Continue advertising strategy Increase social media blitz Create more dealsEmphasize price

What are college students’ perceptions on Dell’s YouTube promotional

videos?

Secondary ResearchSuper Bowl 2013

108 million viewersThomas: Creator of an Alternate Universe

5.1 Million viewsDell total 13.5M views15,631 subscribers5/thousands/50Apple total 29.3M views1.1M subscribers


Interesting looking commercialProduct ambiguity

“[He/She] think they should have focused on the computer a lot more. [He/She] is really interested in the idea of a tablet and computer, but [he/she] didn’t learn about it because the commercial was not really focused on the actual product.”

Did it catch your attention?Price

Primary ResearchSurvey

1 billion people watch YouTube per month84% are on YouTube7/79 viewed Dell’s YouTube85% - Never been on Dell’s social mediaReaction to Super Bowl commercial


Super Bowl CommercialToo many videosToo complex

What kind of updates is the Dell consumer wish

to find by liking or following Dell on different Social Media Networks?

Secondary Research Facebook

Functionality Issue Recommendations $50 off new Dell XPS 10 Tablet Adobe January 2013 security bulletin update

Twitter (@DellOutlet) Savings on refurbished Dell products Coupon offers Price cut notifications

Consumers respond to software updates, product discounts, and coupon/gift card opportunities

Primary Research None of our focus group respondents have visited any of Dell’s

social media sites

85% of survey respondents have never visited a Dell social media site

Survey 52% looking for special offers or deals 29% looking for exclusive updates

Respondents thoughts on company status updates: Interesting 30% Informative 51% Boring 27%


Advertise discounted products, software updates, and other exclusive deals through most popular social media channels (YouTube, Twitter, Facebook)

Make exclusive offers or trials available only by liking or following their sites

Advertise hidden features that aren’t well known

What efforts does Dell use to maintain Facebook

participation?

Secondary ResearchPost pictures, videos, questions, riddles, etc… to

invoke consumer participation

Primary Research Survey

11% of survey respondents have visited Dell’s Facebook page

Focus Group Deals & promotions, humor, sponsorship, and events would

help Dell maintain participation


Focus on gaining more followers Use earlier suggestions

Balanced mix of funny, interesting, and informative posts that appeal to 18-24 year old demographic More interactive posts that appeal to college students Contests and coupons with sharing pictures

ConclusionAlthough Dell has been staying current with

social media marketing they have not yet successfully appealed to the college student demographic

Millennials are the largest age segment in the US so there is a lot of opportunity here

With our suggestions they will be able to take over this market

“Rumor Has It You Need A ”

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