"Dell Hell"

Dell's History

• Founded in 1984 by Michael Dell
• Offered lower prices for customers
• Traded publicly in June 1988
• Grossing over $61 billion by 2009

Problem

• Blogger Jeff Jarvis posts blog "Dell Lies, Dell Sucks"
• Blog depicts horrible customer experience
• Thousands of others join rant, depicting same story 
• Months later, Jarvis releases open letter to M. Dell
• States that Dell should hear the "voice" of customers

Goals

• Listen to communities problems
• Establish strategies to fix problems
• Implement social media tools
• Resolve issues
• "Track and measure results"

Dell Responds

• Trains 2,000 employees in social media use
• Launches "IdeaStorm", a social community, in 2007
• Employee R. Guerrero champions use of twitter
• Guerrero starts 2 way communication with customer
• Now over 80+ Dell twitter accounts

Results

• $3+ million in products sold through twitter by '09
• Blog "Direct2Dell" receives 5+ million views a month
• Over 7,000 product suggestions made

Call to Action

• Developed a call to action that includes:
• 1. Listening to customer
• 2. Interacting with said customer
• 3. Adapting to the customers needs
• 4. Monitoring and adapting social media 

By: Alfredo De La Torre