DELL: The Power of Twitter Marketing Part1

The official logo of DELL

  

   Today, we are going to delve into DELL, a multinational information technology corporation. It basically sells and supports computers and related products and services. Dell is listed at 38 on the Fortune 500. What is the secret of success? Let's find it out:)

 

   DELL has a high reputation for its Twitter marketing. Before we go on to analyze how DELL takes advantages of Twitter, we must be aware of the following two things:

   1) Social media is not absolute. It is just one of those marketing channels.

   2) Social media marketing creates its synergy effect only when other things such as product quality, A/S service quality are equally satisfactory to its customers.

 

   Last December, the executive of DELL announced that the company raked in $6.5 million through Twitter promotion. The sum was quite huge and many other companies tried to emulate DELL. However, DELL has invested a lot of time into social media marketing. It manages 33 Twitter accounts and 9 blogs. In order to take care of this huge social networks, DELL has to put not only a lot of time but also a number of laborers into social media marketing. Indeed, DELL has a task force consisting of about 100 specialists in social media marketing. Awesome!!

 

   Then, why DELL is so interested in and somewhat obsessed with this social media marketing?

This is because DELL has experienced both hell and heaven because of this social media marketing.

Official Twitter of DELL

      In 2005, an influential blogger posted articles that illustrated several problems of DELL. Even though the blogger continued to do so, DELL responded in a very nonchalant manner. However, other bloggers joined him and made negative buzzes about DELL. Finally, the press released an article about DELL and people lost confidence in the company. Moreover, one DELL computer exploded in an international conference held in Japan, which seriously damaged the reputation of DELL. The sales plummeted.

 

    But the new story begins when DELL actively manages its own corporate blog and launches Idea Storm and Studio Dell. This was an effort to hear the customer's voices.

IdeaStorm

StudioDell

   These sites really helped Dell accurately find out the customers' needs. When MS launched VISTA, customers wanted Dell to install XP in its cumputers. Dell, thanks to these sites, found out what customers were looking for and its sales boosted. It ovetook HP and became the 1st in the PC sales industry. After this success, Dell kept investing in social media as its major marketing channels and earned much money, $6.5 million through Twitter!

 

   One might think that this figure is insignificant. Actually, it might be when DELL earns $60 million per year. However, this is not a matter of money. Dell is investing for its future at a relatively low cost. It is now a leading company in social media marketing. It is establishing tight networks with its customers through social media. The value of those relationships is much more valuable than money itself. Money cannot buy human relationships and trust.

 

   Dell is currently owning official Twitter in 12 countries including Australia, Brazil, Canada, India, Ireland, Japan, Mexico, England, Norway, Spain and China. In some of these Twitter, Dell uploaded profiles of social media markets so that people can trust DELL.

   Dell is indeed doing good job! However, today's article is just an overview!! Tomorrow we will get into what roles these twitters play:) Have a nice day~~