Andy Sernovitz

Andy’s Answers: How Dell’s social media program is evolving

By Andy Sernovitz on April 20, 2010 | 5 Comments

Since launching its social media program in 2006, Dell has been one of social media’s big brand pioneers. And in this short amount of time, a lot has changed, both at Dell and in social media.

In his presentation at BlogWell in Cincinnati, Dell’s chief blogger, Lionel Menchaca, explained how the program is evolving. A few of his big ideas:

  • There are opportunities in social media beyond customer service. Lionel says that while their initial focus was on customer service, they’re now moving into additional conversations, such as brand reputation topics.
  • Centralized teams can only scale so much. With 4,000 to 5,000 mentions about Dell every day, Lionel says there’s no way a centralized team can engage all of these customers. Today, they’re breaking this into the buckets of brand reputation, tech support/customer care and subject matter experts.
  • It’s about going wherever the conversation happens. Dell is looking at LinkedIn, technology discussion groups, and external blogs and forums to find relevant conversations that their subject matter experts can engage in.

And if you dig this presentation, check out our upcoming BlogWell event in Seattle on May 5.


Related posts:

  1. Andy’s Answers: How the U.S. Navy manages their social-media program
  2. Andy’s Answers: How Dell is working to blend community and e-commerce
  3. Andy’s Answers: How Avery Dennison got started in social media

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Responses

  • Posted by @LionelatDell on April 20th, 2010 at 8:51 pm

    Andy… nice summary :) . And thanks for the opportunity to discuss the topic at BlogWell. While we've got more work to do in terms of scaling social media beyond a centralized team, I'm excited by the possibilities.

    Thanks again,
    LionelatDell

  • Posted by @BillatDell on April 20th, 2010 at 9:38 pm

    The Czar approves of this post. :)

  • Posted by JoeJ on April 20th, 2010 at 11:30 pm

    Can we get the presentation Lionel is referencing?

  • Posted by @LionelatDell on April 21st, 2010 at 2:10 am

    JoeJ: Sure… thanks for the interest in my presentation. You can download it from our SlideShare account here:http://bit.ly/cQfmpb.

    And in case you're interested, I offered a bit more perspective on my Direct2Dell post here:http://bit.ly/a2Uvsn. Any questions or thoughts… let me know.

  • Posted by @ashleylaurel on April 23rd, 2010 at 9:03 pm

    Thanks so much for sharing this presentation! It is especially great to see @lionelatDell’s comments on LinkedIn – perfectly aligned with our thinking!

    We leverage our CIO Forum on LinkedIn for thought leadership and research-based programs we’re doing for clients like Dell. This group of more than 30,000 members has continued to grow as an exciting and prominent place to generate the kinds of discussions that our clients want on the social web.

    My recent post IT Buyers Speak Out

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