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Making Money on Twitter: The Story of @DellOutlet

Event Interactive 2011
Format Dual
Organizer Ricardo Guerrero – Social Media Dynamo
Description Dell is the case study most often sited regarding successful sales strategies via Twitter. In December 2009, Dell released numbers indicating it had made $6.5M dollars since starting their Twitter sales accounts 2.5 years earlier. Specifically, the Dell Outlet started them on this path with the launch of the @DellOutlet account in June 2007, and it was predominantly @DellOutlet that drove those sales and established a model for use by other Dell departments and regions. Although a lot has been written in blogs about this case study, much of it has been opinion pieces and has rarely, if ever, included the perspective of the founders of @DellOutlet. The purpose of this panel is to highlight both the history of this Twitter success story from the perspective of the individuals who came up with the approach and helped grow it as well as sharing lessons learned that can be applied at other organizations, large and small. Ample time will be allotted for questions and dialogue with (and hopefully amongst) attendees of this session.
Questions
Answered
  1. How did @DellOutlet get its start?
  2. What organizational factors allowed it to get started within this department – in other words, why the Dell Outlet and not another department within Dell first?
  3. How did it grow to become one of the most popular corporate Twitter accounts not related to news or media?
  4. How did their approach and focus change over time?
  5. What lessons did they learn from their experience that can help inform other businesses, large and small, that might be considering using Twitter and Facebook to drive further sales?
Level Intermediate
Category Social Networking
Tags Dell, twitter
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