In an earlier article, the Dell Listening Command Center‘s opening was highlighted along with a video of Michael Dell launching the new center. The command center is a hub tracking over 22,000 Dell related topics at a company wide level using Social Media. At that time they were monitoring social media in 9 languages. In just a few months, the number of languages has grown to 11.
This presentation by Cory Edwards, Director of Social Media and Reputation Team at Dell is very current (Feb 23, 2011) and shows their progress:
1. Over 22,000 posts monitored daily
2. Engagement with over 1000 customer per week
3. 30% of the Ranters converted to Ravers
4. 30% reduction in negative comments since inception.
These are very impressive results, considering the center opened in Dec, 2010.
Dell’s Influencer Program
In the slide deck below, Dell talks about their influencer program. They find who in social media is influential (ranters and ravers) , and invite them to be part of a CAP (Customer Advisory Panel). They find out what interests them and set the agenda of the Customer Advisory Panel to meet those interests. Dell listens intently. After the Advisory Council, they survey the participants to determine the value of the session, provide monthly updates and they assign a Dell buddy for each of the influencers in order to augment the relationship between the influencer and Dell.
Then they implemented the feedback from the influencers.
Here’s the slide presentation on Dell’s progress.