The Problem of #Dell : a fall of a company

The Problem of #Dell : a fall of a company

On June 14, 2007, a former employee who worked

in a Dell retail kiosk sent a list titled “22 Confessions of a Former

Dell Sales Manager” to one of the most popular blogs, The Consumerist.

The Consumerist published the list, which disclosed secrets about

warranty programs, tips for getting discounts, and much more. One

day later, the blog received an e-mail from Dell, demanding that the

article be removed from the site. Nine hours later, the article had not

been removed, and Dell sent a second letter demanding that the post

be taken down, with mention of getting legal counsel involved in the

matter if The Consumerist did not comply.

#Then

The Consumerist published

both e-mails from Dell, as well as the pointed e-mail that The

Consumerist’s team sent to Dell in response. In less than 48 hours, the

two posts had been shared more than 5,000 times and received hundreds

of comments. Bloggers from around the world picked up the

story, including some of the most popular bloggers at the time like Jeff

Jarvis of BuzzMachine. This was a time before rampant use of Twitter

and Facebook, so one can only imagine how much further the story

could have spread if these additional tools had been more popular.

#but after the fall it knew the problem #so

Dell posted its own response to the “22 Confessions”

article, which the company called “Dell’s 23 Confessions,” on

its own Direct2Dell blog. The post began by saying, “Now’s not the

time to mince words, so let me just say it . . . we blew it.” The post

ended with these words: “No matter where we are at any point in

time, there’s always room for improvement. The key to our success in

these areas depends squarely on opening the lines of communications

with our customers, taking some time to assess what the feedback

means, and taking action on that feedback. We’ll keep doing that and

think we’ll ultimately be a better company for it.” It took time for Dell

to truly learn to walk the walk, but June of 2007 marked a turning

point for Dell and many other companies in terms of how they viewed

the importance of the social Web in building their businesses.

By 2009, Dell had embraced one of the most important elements

of successful social media marketing: effectively surrounding consumers

with these and other branded Dell experiences from which they

could self-select how they wanted to interact with the brand.

it's marketing effort brought it as #returnoninvestment for 3 million $ from @delloutlet on #twitter and 800K $ from @Dellnobrazil on twitter.

So tell us about your opinion