DELL: The Power of Twitter Marketing Part2

Did you have a wonderful weekend? I am sure you did:)

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Last week, I posted an article about DELL's twitter marketing. Now that you know how adroitly DELL utilizes twitter as its marketing channel, let us now analyze what specific roles Twitter plays!

 

1. Customer Service

   Like other enterprises, DELL utilizes twitter to respond to various needs of its customers. If customers raise complaints, DELL responds to them and tries to fix inconvenience. Customers can get their messages conveyed and receive answers from DELL quickly. In accomodating the customer's needs and requests, DELL makes use of CoTweet. CoTweet allows DELL to respond to myraid questions efficiently in a short amount of time. CoTweet is a revolutionary tool and I am going to post an article about CoTweet soon.

2. New Product and Service Promotion

   This is one of the basic roles of Twitter. When companies launch new product or service, they promote them through Twitter in an attempt to create buzzes.

 

3. Sales

    This is what differentiates DELL from its competitors. DELL is currently owning DellOutlet. Those who follow DellOutlet can get several benefits such as discount. Through DellOutlet, DELL is taking care of leftover products, reducing its inventories. DELL earned quite decent amount of profit through DellOutlet.

4. Distributing Digital Contents - Syndication

   Those who are following DELL Twitter have their own Twtter accounts. When DELL posts digital contents, those who follow DELL Twitter propagates these contents. Considering that quite a lot of people are following DELL, the distribution impact is quite huge.

 

5. Idea Generating Channel

IdeaStorm

   IdeaStorm is where a lot of ideas are being generated. When person A suggests his idea on IdeaStorm, it automatically goes to Twitter. Person B, then, adds another idea or gives his feedback  to Person A's idea. In this series of process, nice ideas are being fashioned out. DELL actually takes advantages of these ideas and customers can see their ideas being applied to DELL's products.

 

6. Monitoring by Key Words

   When DELL wants to figure out what people say about DELL, it can also utilize Twitter. If DELL enter a key word, it can see what people think about DELL concerning that specific key word.

 

7. Risk Management

   I once posted an article about how Toyota dealt with the customer's complaints when it decided to recall its products. The result was pretty successful and the sales is slowly going up. It can be applied to other enterprises. By using Twitter, DELL can effectively take care of the customer's complaints and stop those complaints from being heard by others who have positive impression of DELL.

 

These are mojor 7 roles of Twitter. DELL is employing all of them quite effectively. As you can see, all these functions are connected to each other. In order to create synergy effects, companies should keep in mind that they invest time and money equally in all of these functions.