This post doesn't have anything to do with how well Dell is doing on their channel offerings, demand generation, service & support, incentives, product reliablity, etc. Simply on their online infrastucture.
Two months ago Dell officially launched their channel community site. After a rocky start two years ago, they now have a very clear online presence now and have organized their communications for their customers and partners very well.
July 2006
Dell launched a blog that created several ripples throughout the blogosphere. In addition to creating a huge backlash from the blogpsphere for being an advertising tool and not a dialog, They also forgot to do their domain research. One2One.com has a bit more adult content that Dell would have liked.
http://blogs.zdnet.com/micro-markets/?p=233
Today
Dell has rebounded and has a very progressive online approach to channel communication. Their incentives, product value, service and content will speak for itself, but we do give them credit for staying on the leading edge of building their online partner community. They kept with it and now have a very cool start to their online community. Time will tell if it provides benefit.
Community Site
http://www.dell.com/community/
Community Channel Portal
http://direct2dell.com/Channel/
Twitter Feeds
http://twitter.com/DellChannel (71 followers)
http://twitter.com/Direct2Dell (392 followers)
http://twitter.com/DellOutlet (1,518 followers)
http://twitter.com/StudioDell (98 followers)
http://twitter.com/IdeaStorm (163 followers)
http://twitter.com/IdeaStormAction (52 followers)
http://twitter.com/ReGeneration (143 followers)
http://twitter.com/DellSmallBiz (131 followers)
http://twitter.com/DellSmBizOffers (154 followers)
http://twitter.com/DellHomeOffers (213 followers)
http://twitter.com/DellintheClouds (39 followers)
http://twitter.com/DellYourBlog (70 followers)
http://twitter.com/TeamDell (86 followers)
http://twitter.com/APaxtonatDell (169 followers)
Facebook (search for Dell ParnterDirect)
Linkedin (Search for Dell PartnerDirect)
As well as integration into several tagging sites like Digg, and Del.icio.us and RSS syndication.
Nice job Dell/@Dell
Tuesday, August 5, 2008
Thursday, July 10, 2008
Destroying a Brand...one phone call at a time.
Yesterday I received this random call at work. When I pick up the phone, a very articulate voice says my name (I say articulate because most telemarketing calls are mumbled messes that are reading through a script so fast that you can't understand a word they are saying). He follows it up with a brief introduction proceeds to tell me that he received my name from someone that thought I really enjoyed wine. To that I said, "Yes I do."
So, he asks me a few questions about what I like to drink...and he is selling me on a concept that I should by my wine directly through him. I am very interested at this point. AND THEN HE LOOSES ME.
1. I'm interested in his product.
2. He has not given me any reason to not think his product is great (although I have never heard of his company).
3. He had a great personality on the phone.
So as a closer he suggests that he will send me a case of wine. I should drink one bottle top to bottom (which I have been known to do), and if I am not completely satisfied he will pick up the tab on the wine, and the cost of shipping the rest back to him. Sounds great? Sure. BUT. And this is where it got ugly, I tell him I don't want to do it right now. I want to think about it. I don't want to get buyers remorse because I rushed into something over the phone. And the salesman does not let me off the hook. For 5 additional minutes (during a very busy work day) he pulls out his "objection journal" and proceeds to give me the same answer every time I tell him "No. Not today."
Needless to say he changed a "No. Not Today." into "No. Not ever!" And realize I should have just hung up on him.
So, he asks me a few questions about what I like to drink...and he is selling me on a concept that I should by my wine directly through him. I am very interested at this point. AND THEN HE LOOSES ME.
1. I'm interested in his product.
2. He has not given me any reason to not think his product is great (although I have never heard of his company).
3. He had a great personality on the phone.
So as a closer he suggests that he will send me a case of wine. I should drink one bottle top to bottom (which I have been known to do), and if I am not completely satisfied he will pick up the tab on the wine, and the cost of shipping the rest back to him. Sounds great? Sure. BUT. And this is where it got ugly, I tell him I don't want to do it right now. I want to think about it. I don't want to get buyers remorse because I rushed into something over the phone. And the salesman does not let me off the hook. For 5 additional minutes (during a very busy work day) he pulls out his "objection journal" and proceeds to give me the same answer every time I tell him "No. Not today."
Needless to say he changed a "No. Not Today." into "No. Not ever!" And realize I should have just hung up on him.
Monday, July 7, 2008
Thursday, July 3, 2008
Know how it works!
After a long winter and busy spring my family and I finally found the time to go to the lake. We charged the battery on the boat, packed up the food and beverages and headed to the gas station (which now costs us nearly $200 more than it did last year...grrr). Anyway, I turned the key to check the gas level and nothing happened. No electrical at all. The battery was connected, but no electricity. So I did what every seasoned boater (and son of an electrical engineer) would do...called the service department that winterized it and blamed them. No, not really. But I did take it in to have them look at it. As it turns out, there is a switch behind the battery that disconnects the battery without taking the cables off (who knew?).
I am every car, boat, [insert anything with a motor here] dealership's ideal customer. I don't really know anything about what is under the hood, but really enjoy their recreational benefits. So when I walk into the dealership and they start rattling off all the cool features about their product, I get their importance but don't really know details.
This brings me to my point (finally). As an account planner for company's looking to build websites that further their online marketing plans, I have fortunately started under the hood and worked my way out to the planning.
Even better, I started outside of the hood, working as a strategic product and promotional marketing planner for high tech companies in the mid to late 90's. When 2001 hit (the Dot Bomb) I had a lot of time on my hands. So I self taught myself how to build basic websites...now seven years later I really what is necessary to build robust, multifaceted sites. And I can empathize with our developers to a small degree. More importantly, this allows me to bridge the gap between the very high level of technicality of a developer and the clients who vary drastically in their level of technicality. It also allows me to be more creative with implementation, because I know how it all works.
So my challenge to all planners and solution architects--specifically in the new media and social networking sites--is to download their APIs build your own Facebook applications, or launch your own Ning sites. Use the developer tools these sites provide. Then you will be armed with a level of technicality that will truly provide value to your clients.
KVT (knowledge via Twitter) will only get you so far.
I am every car, boat, [insert anything with a motor here] dealership's ideal customer. I don't really know anything about what is under the hood, but really enjoy their recreational benefits. So when I walk into the dealership and they start rattling off all the cool features about their product, I get their importance but don't really know details.
This brings me to my point (finally). As an account planner for company's looking to build websites that further their online marketing plans, I have fortunately started under the hood and worked my way out to the planning.
Even better, I started outside of the hood, working as a strategic product and promotional marketing planner for high tech companies in the mid to late 90's. When 2001 hit (the Dot Bomb) I had a lot of time on my hands. So I self taught myself how to build basic websites...now seven years later I really what is necessary to build robust, multifaceted sites. And I can empathize with our developers to a small degree. More importantly, this allows me to bridge the gap between the very high level of technicality of a developer and the clients who vary drastically in their level of technicality. It also allows me to be more creative with implementation, because I know how it all works.
So my challenge to all planners and solution architects--specifically in the new media and social networking sites--is to download their APIs build your own Facebook applications, or launch your own Ning sites. Use the developer tools these sites provide. Then you will be armed with a level of technicality that will truly provide value to your clients.
KVT (knowledge via Twitter) will only get you so far.
Monday, March 31, 2008
Analytics - your new passion!
There are many ways to see why SEO and SEM have garnered so many fans over the past few years. Budgets for these activities are often times endless (as long as you can optimize for the right conversions). What is left out of the discussion is the importance of Analytics.
Rather than trying to rant on this topic, I think it would be best to leverage my favorite blogger on this topic Anvinash Kaushik, Occam's Razor. The following are two excellent posts that illustrate the importance of Analytics, as well as the passion that needs to be behind it.
Measure Macro AND Micro Conversions
"Focus on measuring your macro (overall) conversions, but for optimal awesomeness identify and measure your micro conversions as well."
Web Analytics 2.0
(1) the analysis of qualitative and quantitative data from your website and the competition,
(2) to drive a continual improvement of the online experience that your customers, and potential customers have,
(3) which translates into your desired outcomes (online and offline).
Rather than trying to rant on this topic, I think it would be best to leverage my favorite blogger on this topic Anvinash Kaushik, Occam's Razor. The following are two excellent posts that illustrate the importance of Analytics, as well as the passion that needs to be behind it.
Measure Macro AND Micro Conversions
"Focus on measuring your macro (overall) conversions, but for optimal awesomeness identify and measure your micro conversions as well."
Web Analytics 2.0
(1) the analysis of qualitative and quantitative data from your website and the competition,
(2) to drive a continual improvement of the online experience that your customers, and potential customers have,
(3) which translates into your desired outcomes (online and offline).
Monday, August 20, 2007
Great Resource for Search Marketers.
I have been including SearchEngineWatch.com in my RSS aggregator for about a year and a half. I have not found another website that provides as much industry information, or links to outside resources as this site.
For the Advertising Industry:
Offline Ads Surprisingly Influential to Searchers
While many search marketers understand that there is a connection between online and offline marketing, some may not understand its full extent. According to a new study by Jupiter Research and iProspect, a surprising two-thirds of searchers are led to search on a given keyword as a result of offline marketing.
For the PR Industry:
Journalists use search to research companies and trends
According to a new survey of survey of over 1,100 journalists, search engines remain the top ranked means for researching companies and trends…
This is a great site for busy marketers and SEO professionals.
For the Advertising Industry:
Offline Ads Surprisingly Influential to Searchers
While many search marketers understand that there is a connection between online and offline marketing, some may not understand its full extent. According to a new study by Jupiter Research and iProspect, a surprising two-thirds of searchers are led to search on a given keyword as a result of offline marketing.
For the PR Industry:
Journalists use search to research companies and trends
According to a new survey of survey of over 1,100 journalists, search engines remain the top ranked means for researching companies and trends…
This is a great site for busy marketers and SEO professionals.
Tuesday, August 7, 2007
Online ads to overtake US newspapers.
The Financial Times reported today, “The rapid growth of online advertising is expected to see the sector overtake US newspaper advertising in terms of size by 2011.“
“In the 2007 study, published on Tuesday, VSS forecasts that online advertising will grow by more than 21 per cent per year to reach $62bn in 2011, making it bigger than newspaper advertising, which is expected to total $60bn in 2011.”
The findings are from a widely-watched annual research report on the media sector by Veronis Suhler Stevenson (VSS).
“In the 2007 study, published on Tuesday, VSS forecasts that online advertising will grow by more than 21 per cent per year to reach $62bn in 2011, making it bigger than newspaper advertising, which is expected to total $60bn in 2011.”
The findings are from a widely-watched annual research report on the media sector by Veronis Suhler Stevenson (VSS).
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