Dell Inc.: Leveraging on Social Media Experience

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Case Details:

Case Code : ITSY074
Case Length : 20 Pages
Period : 2005-2012
Organization: Dell Inc.
Pub Date : 2013
Teaching Note : Not Available
Industry : Social Media, IT hardware
Countries : Unites States

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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For about a year, Dell did not respond to the negative publicity on the web. However, in July 2006, under the leadership of Michael Saul Dell⁹ (Michael), the company took it up as a challenge and started its social media journey with its first official blog. Over time, the company moved to various social networking platforms such as Twitter¹⁰ , Facebook¹¹ , YouTube¹² , LinkedIn¹³ , Flickr¹⁴ , Google+¹⁵ , Pinterest¹⁶ , etc., to improve its presence in social media and listen to customers. In addition to joining various social networking websites, Dell took other steps such as allowing customers and others to rate and review its products on the company’s website www.dell.com.

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It also launched IdeaStorm¹⁷ , Social Media Listening Command Center (SMLCC) and started organizing different events for its customers and others. Over a period of time, company embedded social media across all its business functions including product development, marketing, sales, customer services, communication, and online presence.

According to experts, the company's adoption of social media changed what had been one-way communication into a conversation and helped it in many ways. It not only improved customer satisfaction, reduced negative publicity over the internet, and cut costs but also brought various social media awards for the company.

Excerpts - Next Page>>

9] Michael Saul Dell is the founder of Dell.
10] In 2012, Twitter was the leading microblogging website in the world with 500 million+ users.
11] In 2012, Facebook was the world’s largest social networking site with 1 billion+ users.
12] In 2012, YouTube was the leading video sharing website in world.
13] LinkedIn is a professional social networking website.
14] Flickr is a photo, video sharing website owned by Yahoo! Inc.
15] Google+ is a social networking website owned by Google Inc.
16] Pinterest is a pin-board style social networking website.
17] IdeaStorm is a virtual suggestion-box where anyone can make suggestions to the company on improving its operations, products, or services.

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