After reading about Dell’s success with bloggers in Ben Worthen’s Wall Street Journal article, I typed in red mini Inspiron into a few search engines. It was true! Consistently, all mentions on the first page of results were from social media, including top technology blogs. Only one mention was from the company — and even that was from Dell’s blog, aptly coined “your blog.” The company had managed to turn the mike to tech-fluentials and they were promoting the new laptop since late May.
Two things in the Worthen article are worth underscoring:
1- It took Dell a year (I’d say more) to engage with key bloggers
2- Dell has a team of staffers dedicated to tracking online buzz and responding where appropriate
In other words, blogger engagement pay off greatly, just like any other relationship, when you invest the time and energy into it. It’s not about using the blogger’s space as a sales vehicle. It’s about making a valuable contribution to a conversation. It takes time (and in this case budget) to earn street creds…
Idil has devised marketing and communication strategies for Fortune 500 companies and non-profit organizations for 20 years. She is the author of 'Implementing Word of Mouth Marketing: Online Strategies to Identify Influencers, Craft Stories and Draw Customers' (Wiley, 2010), as well as numerous industry briefs and articles on online communications.
Idil has been a public speaker on word-of-mouth marketing, women and ethnic minorities’ use of digital communications, and e-CRM. She has been widely quoted in trade journals and newspapers such as CNet news, CBS Market Watch, San Jose Mercury News, Chicago Sun Times, Harvard Business Review, the Financial Times and the New York Times. In 2010, she was selected ‘Digital Communicator of the Year’ by PRNews.
Idil is currently VP of Media Analytics at Nielsen, working with public sector, technology and telecom clients, gauging their advertising and brand communication effectiveness. She also serves on the Ad Council’s Research Committee.
Previously, she was a VP of Client Development at NM Incite – a Nielsen / McKinsey company, identifying and amplifying business opportunities in social media for clients. Prior to her roles at Nielsen, Cakim was a Senior Vice President in the global PR agency Golin’s digital practice and a Director of Burson-Marsteller’s think tank—the Knowledge Development group.
A native of Istanbul, she holds an M.A. in Communication from the Annenberg School at University of Pennsylvania and a B.A. in Sociology from Bryn Mawr College.
View all posts by Idil Cakim
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4 thoughts on “Why Dell’s Blogger Outreach Was Successful”
Some good points. Thanks for the post. I just posted a recent note on Dell here: < HREF="http://acuras.blogspot.com/" REL="nofollow">Acuras Blogspot<>
Some good points. Thanks for the post. I just posted a recent note on Dell here: < HREF="http://acuras.blogspot.com/" REL="nofollow">Acuras Blogspot<>
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