Social Media Case Study: Dell Computers
The power of social media lies in the fact that many people can contribute, converse and connect over something they are passionate about. Whether it be a cause, product, brand or celebrity, there will be devoted fans that follow and listen to every word. In the eyes of brand marketers, this represents untapped potential that can raise brand loyalty and generate a devoted legion of fans. At the same time, it is also a risk that brand marketers must be willing to take, as stepping into social media is not an easy task.
There are many different ways brand marketers can use social media, and depending on their tools and approach, many can succeed. In this series of articles, we'll explore some of the successful (and not so successful) cases and what brand marketers can learn from them. As an introduction to this series, we'll look at Dell Computers.
Dell Computers
As one of the largest technology corporations in the world, Dell also happens to be one of the most active in social media. Its Dell Community features a unique mixture of social media that ousts its rivals in both its breath and quality. For example, the community has a range of blogs that reflects its business segments and key channels; this includes blogs that specially discuss education and enterprise IT. The range of such blogs ensures that Dell brings news, information and discussion that cater specifically to target audiences, and through this structure of separate blogs, it also means that conversations can be easily managed. In the eyes of brand marketers makes managing a brand easier, since the blogs act as direct channels to key audiences.
In a similar fashion, Dell organizes its Twitter channel so that there is a clear structure to marketing and generating conversations surrounding their brand and products. In total, there are over 35 different Twitter accounts for Dell, each reflecting a key marketing and brand purpose. For some Twitter accounts, the purpose is to act as a channel to market products, such as @Biz_Dell_AU which talk to business owners and provides updates on sales and discounts. On the other hand, there are Twitter accounts which are more community -based, like @Dell_Insights which communicate latest news and information on technology. To a brand marketer, these accounts demonstrate how Dell has intentionally broken down their branding strategy so each Twitter account reflects how Dell wishes to be perceived by certain audiences. In Twitter accounts targeted to small businesses, Dell is seen as the brand that provides latest tips and news for business owners; whilst for those targeted to technology professionals, Dell is seen as a thought leader and filter of quality technology news and information.
When we see the bigger picture, it is clear that Dell's use of social media reflects its size and resources. Naturally, not all companies will be able to manage numerous Twitter accounts and blogs. However, in this case study, the important lesson for brand marketers is to understand the underlying strategic approach to branding through social media. Dell's highly organized structure and approach has netting $6.5million dollars in profit, and that's just directly from Twitter. From this we can see there's no doubt that social media is a powerful channel that can help raise not only brand profile, but ultimately, company revenues.
There are many different ways brand marketers can use social media, and depending on their tools and approach, many can succeed. In this series of articles, we'll explore some of the successful (and not so successful) cases and what brand marketers can learn from them. As an introduction to this series, we'll look at Dell Computers.
Dell Computers
As one of the largest technology corporations in the world, Dell also happens to be one of the most active in social media. Its Dell Community features a unique mixture of social media that ousts its rivals in both its breath and quality. For example, the community has a range of blogs that reflects its business segments and key channels; this includes blogs that specially discuss education and enterprise IT. The range of such blogs ensures that Dell brings news, information and discussion that cater specifically to target audiences, and through this structure of separate blogs, it also means that conversations can be easily managed. In the eyes of brand marketers makes managing a brand easier, since the blogs act as direct channels to key audiences.
In a similar fashion, Dell organizes its Twitter channel so that there is a clear structure to marketing and generating conversations surrounding their brand and products. In total, there are over 35 different Twitter accounts for Dell, each reflecting a key marketing and brand purpose. For some Twitter accounts, the purpose is to act as a channel to market products, such as @Biz_Dell_AU which talk to business owners and provides updates on sales and discounts. On the other hand, there are Twitter accounts which are more community -based, like @Dell_Insights which communicate latest news and information on technology. To a brand marketer, these accounts demonstrate how Dell has intentionally broken down their branding strategy so each Twitter account reflects how Dell wishes to be perceived by certain audiences. In Twitter accounts targeted to small businesses, Dell is seen as the brand that provides latest tips and news for business owners; whilst for those targeted to technology professionals, Dell is seen as a thought leader and filter of quality technology news and information.
When we see the bigger picture, it is clear that Dell's use of social media reflects its size and resources. Naturally, not all companies will be able to manage numerous Twitter accounts and blogs. However, in this case study, the important lesson for brand marketers is to understand the underlying strategic approach to branding through social media. Dell's highly organized structure and approach has netting $6.5million dollars in profit, and that's just directly from Twitter. From this we can see there's no doubt that social media is a powerful channel that can help raise not only brand profile, but ultimately, company revenues.
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