Dell Case Study By Hanin Rwaished and Diana Laham

Dell's Social Media Marketing Plan:-

1. Listen to 2.Establish 4.Define 5. Pick the right

6. Create 7.Pick the right 8. Track and measure

History of Dell:-

-Founded in 1984 by

Michael Dell in Texas.

-Offered lower prices than other brands

-Offered convenience for customers

-Grossed over $73 million June 1988

- Employed 96,000 workers

-Sold over 110,000 computers

Challenge:-

-Horrific customer experience -Blog posts on BuzzMachine -Thousands of unsatisfied customers -"Dell Hell"

Strategy:-

- LISTEN and ACT -Integrate Social Media - Engage consumers -Improve CustomerService -Improve Reputation

Tactics:-

-Training employees to listen and engage with consumers -Employing social media tools -Getting employees social media professionals

-Trained 2,000 Dell workers on Social Media

-Listened and conversed on Social Media

-Created twitter-like microblog "CHATTER"

-Created "IdeaStorm" social network

Results:--Strong relationship with Social Media -Established goodwill among its customer base -Sold more than $3million in PCs & accessories through TWITTER

-5 million viewers on the blog"Direct2Dell" -Reached Current Customer Base