Dell Reinvents Itself Through Social Media

1. Dell Reinvents Itself
Through Social Media
Sara Alhussaini
Suha Sewaralthahab

2. Dell’s History
• Dell was founded in 1984 by Michael
Dell In Austin, Texas
• Started by selling customized
computers directly to consumers
• In1996 Dell started their computers
through websites
• By 2009 the company was growing
$61 billion a year

3. Dell’s History

4. Challenge
with Jeff Jarvis
• In 2005, Jeff Jarvis a noted print journalist and blogger,
posted a rant on his blog, “ Dell lies, Dell Sucks”
– Consumers spilled into the blog and started adding to
his statement.
– A month later Jeff Jarvis wrote another blog post but
this time he directed in to Michael Dell asking him to
engage with the consumers more.

5. Strategy
• After Dell hell, the company started to
engage with the consumers, listen, and
react to their complains.

6. Strategy
• Dell integrated the use of Social Media
throughout the organization

7. Strategy
•In 2006 Dell launched a companywide social
media marketing campaign to interact with the
consumers, improve costumer service and
drive good action from the customers.

8. Strategy
• Before 2005 dell had strict rules that
prohibit the employees to answer the
consumer complains online

9. Strategy
• Dell started training its its employees to
engage with the consumers on social
media.
• Then they started employing professionals
on this field to cover the understand and
cover all the platforms that would help
engage with the consumers.

10. Social Media Marketing Goals
• Building the Dell Brand:
1. The most important thing about social media brand
building is that
• the consumers help build the brand unlike traditional
brands when the company builds the brand without the
engagement of the consumer.
2. Consumers discussions of Social platforms such as
Facebook, twitter, Google+, and all the Social Media
platforms help define whether a brand is good or bad.

11. Social Media Marketing Goals
• Brand awareness:
– New product or service:
• Insure that all the people know about the brand whether they
need the brand or not. Even if they don’t use the brand if they
need this category one day they should be aware of the existence
of this particular brand.
– Already established product or service:

12. Social Media Marketing Goals
• Brand Perception
– Make online relationships with leaders in the industry
• As a result, increase sale over the long run

13. Social Technographics Ladder