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Social Media as a Disruptive Strategy to Propel Business @ Dell

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Social Media as a Disruptive Strategy to propel business @ Dell
Social Media by itself is disruptive. In the age of Facebook, Instagram and twitter ideas, articles and information can trickle to all the corners of the world in a matter of hours. Dell realized this when there was lot of outrage in the social media space against them. There were one sided conversations because dell was not on the social media space. The firm was also scared that the employees would misuse the space and hurt the company's reputation. Dell looked at this as an opportunity to make social media as a strategic priority to connect with its customers better. Dell made many strategic changes to leverage the social media technology. These strategies involved creating a centralized social media operation, SMaC University and driving sales through social media and direct to sales. All these strategic initiatives had a direct impact on the bottom and top line of the firm.
Centralized social media operations
Dell created a centralized social media operation. This center was instrumental in creating two blogs; Direct2Dell and Ideastorm, both focusing on its customers. Direct2dell was focused on solving customer issues and grievances and introducing Dell's new products & services to its customers. Idea storm was a platform provided to its customers to communicate their views and ideas about the products, features and services. These blogs allowed Dell to connect and understand its customers.
SMaC U
Dell created a SMaC U - Social media and Communication University. This university trained and certified the employees to communicate on the internet on behalf of the company. Trust and influence were the 2 most important concepts in online communication. This program was very successful with almost 2000 employees enrolling at its inception.
Direct to sale & Social media sales
Dell tasted huge success with direct to sale method of doing business. The center piece of this strategy was their customers; dell heard and satisfied its customers by giving them exactly what they wanted. There was no middle men costs and reduced secondary expenses, which was spent towards retailers. Dell Used Twitter to drive revenues, through directing customers from twitter by providing links to its products. Customers had an alternative medium to communicate with the firm and Dell was proactive in solving customer issues on this platform. This strategy also reduced the call volume and connected with new generation customers.
Taking all the above mentioned strategic decisions, Dell was able to improve both its top and bottom lines through increased sales and decreased cost. For instance the reduction in support call volumes increased productivity by 15% and led to 6.5 million of sales. In addition to this, more than 500 companies per year were visiting Dell to see the SMaC University. Dell pioneered the enterprise social media and disrupted the way usually business was done.

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