Dell: Twitter code from window to counter

Wang "The good news is that Michael Dell has just registered its Twitter account. He wants to join our Twitter staff team. "Dell US Headquarters blog Administrator Jacqui Zhou excitedly to describe to reporters his boss Michael Dell (Michael Dayer, President of Dell) Recent changes. "Not long ago, our CMO (Chief Marketing officer), Erin Nelson, went to the university to give a lecture and live on Twitter to receive questions from the audience, both inside and outside the field.　　"In the last two weeks, Dell's management has apparently increased its research on Twitter," he said. How does Dell, which has created nearly 7 million dollars in sales through Twitter, convert microblogs into sales? What changes have been made to the company's internal organizational structure as a result of Weibo?　　Does the company give him a reward for the micro-blogging that the non-sales staff wrote to drive the sale? Full use of Twitter but don't be a garbage publisher Jacqui Zhou also remembers the SXSW Network conference held in Austin, USA, in 2007. "The conference was the first time Dell has emerged on Twitter.　　"At the time, one of Dell's employees inadvertently noticed the new platform and lobbied his department for an internal attempt, so that Dell first started the Delloutlet store on Twitter." Zhou remember the process, many of the colleagues involved did not quite understand. "What is this platform?" Who will come to see it? Does it overlap with our intrinsic consumers? Or is it adding new people? We have no idea. "But things have changed a lot right now," we don't know what to do with 140 words on Twitter. We send the company news, dynamic, product advertising, discount information and so on, everything is an attempt. "In the process, Dell found that all the content, the most popular fans to win the most attention or discount information." "So we decided to start the release of the discount message specifically for Twitter users." This is a crucial step. This spread, wildfire platform feature, makes our fans start to spurt. And the media found such news also volunteered to report. Like a snowball, we get more user attention. "Many companies use Twitter as a one-way marketing channel and send too many promotional messages." Dell's senior manager for Enterprise Affairs, Richard Benhamer, is also looking at other business practices. "Microblogging can be a product of enterprise advertising?" Do fans resent it?　　Dell is thinking too. The answer to this hammer and his team is that "spamming users with Twitter will eliminate your concern and you will soon be forgotten." "Dell is beginning to pay extra attention to the quality of each piece of information," not spamming, but we will focus on the promotional messages that our fans are focused on, and in a way that users can accept. If you need to ask for advice, justAsk your Twitter followers. "Eventually, Dell identified four messages that can be posted on Twitter: Company news, discounted information, blog accounts, and community accounts." Of these, two content is also a gathering of fans: first, no matter what the information should be valuable, secondly, to timely interactive feedback. From the layout, Dell has creatively identified a microblogging diversification strategy that is not limited to an account. If you're just looking for discounted information, you can focus on @delloutlet, and if you only want to know about Dell's breaking news, you can focus on @direct2dell. To cater to the interests of the users, Dell is also dedicated to the promotion of Twitter accounts, for those interested in the user to provide a pure promotional information.　　The aim of this hammer is to meet the needs of different groups of people and to communicate with various users around the world and meet their needs.　　Does the employee write Weibo to drive the sales company to give him a reward? How many people are involved in Dell's microblog work? Zhou did not give an exact figure, "many, many, micro-blogging media forms are gradually seeping into every department in Dell, not only by PR and marketing staff, but by customer service and technical staff to solve problems for users, and in-house developers get useful information through the feedback of these online users to help them develop their products.　　"And everyone who uses it is the one who defends it." Since the company established the diversification strategy of Weibo in 2007, the company has also adjusted the personnel and organization structure of microblog management. It is understood that Dell has an integrated team behind every official account on Twitter and Sina Weibo (http://t.sina.com.cn). Each account has an owner, but the team members are cross-sectoral. "Generally speaking, the account will be responsible for the area of business, the sales department, technical support and customer service members will also participate in the role of a subsidiary, if the customer has any problems, these staff can be timely answer to ensure two-way communication between and users." "Zhou introduced, at the same time, Dell identified for the micro-BO platform assessment criteria: divided into both short-and medium-and long-term. In the short term, the assessment criteria are the number and quality of postings, the number of fans, ratings, participation, the overall influence of the account, and the amount of business that Weibo brings (suitable for some accounts). In the medium term, it is necessary to measure whether Weibo has helped Dell improve its reputation on the web.　　In the long run, Dell is concerned about whether the platform will help companies and users better communicate, better serve their users, and whether it will help Dell achieve its overall business objectives. Since 2010, Dell has been encouraging its employees to join the microblogging platform. "How do you encourage employees to write blogs, and the blogs that are written by non-sales employees bring consumers, do you reward them?" "Everyone is curious. Dell Global SME Online business director Michael Buck"We're paying our employees pretty well now," he said with a smile. "Dell's culture has made the way that Dell employees do things, let employees feel that this is part of their job and that there is no need for more motivation because they are accustomed to the way they deal directly with customers, which is not an extra effort or a waste of time, but rather makes the job more efficient or solves the problem more quickly. "They represent the image of Dell on the web, and the personal involvement and interaction of top management, such as Michael Dell, is the best inspiration for employees."　　"Zhou said. Weibo sells products Chinese users are more sensible than those in Europe and the United States Dell's figures suggest that Dell has brought in nearly 7 million dollars of turnover through micro-blogging. "This comes mainly from the discounted information released on Weibo that translates into real consumer concerns and purchasing power." "Zhou introduced. It is understood that Dell's discount information posted on the Twitter site will be appended with tracking code (tracking codes) to track turnover. "Another prerequisite is that the European and American countries are very developed online shopping."　　But when Dell comes to China, it has to face the emergence of China's online shopping and consumers ' more sensible view on consumption. "Online shopping has just sprung up in China. Chinese users appear more cautious, and they will search the web for product information and other users ' comments.　　"Dell China Team introduction. "If you're just trying to make money on Twitter, it's in the wrong place," he said. "This hammer explains Dell through Micro Bo's mind," in micro-Bo selling products is a surface phenomenon, selling into an unsuccessful, but also to see the internal strength-that is, the reputation of the enterprise and product quality.　　"There is a consensus inside Dell: advertising, winning the customer's eyeball and ear, through social media, to win the Herat and mind." But there are also some positive factors in the domestic microblogging promotion. "In the United States, it is very customary for companies to use social media and individual users to communicate directly." In China, for a long time, there is a tacit gray phenomenon in the industry, is used to use PR to solve the negative problems of the network, resulting in Chinese users do not trust online speech. and micro Bo openly and transparently interact with the user, and our staff also on the network and the direct exchange, we feel very novel, the reaction is particularly good.　　"Dell China Introduction." "Dell's goal has always been to be a network leader and to be able to get in touch with users without geographical limitations, all because of listening and contacting users through the web," said Hammer. Over the past few years, this has proved to be invaluable to our business. We regard social media as a way to further enhance direct contact with users. The extra revenue we receive is a reward for our initiative to cater to our customers. "Dell Strategy 1. Spamming users with Twitter will cancel your attention and you will soon be forgotten. Dell is particularly concerned about the quality of each piece of information, "wewill focus on selected promotional messages that are of interest to the fans and can be expressed in a manner acceptable to the user.　　"2. Eventually, Dell identified four points that can be posted on Twitter: Company news, discounted information, blog accounts, and community accounts. 3. For the micro-BO platform assessment criteria: divided into short-term and medium and long-term two kinds. In the short term, the assessment criteria are the number and quality of postings, the number of fans, ratings, participation, the overall influence of the account, and the amount of business that Weibo brings (suitable for some accounts). In the medium term, it is necessary to measure whether Weibo has helped Dell improve its reputation on the web.　　In the long run, Dell is concerned about whether the platform will help companies and users better communicate, better serve their users, and whether it will help Dell achieve its overall business objectives. 4. The sale of products on Weibo is a superficial phenomenon, selling into an unsuccessful, but also to see the internal strength-that is, the reputation of the enterprise and product quality. To advertise, to win is the customer eyeball and ear, through social media, won is Herat and mind.