Filed under: Advertising & Branding | Tags: Branding, Social Media, Technology, Web/Digital
Dell began using Twitter as a promotions engine two years ago, with a mind to use the social networking aspects of this new channel to draw in new audiences. Now they’re reporting that their Twitter strategy has netted them more than $6.5 million in orders for PCs, accessories, and software from direct customer interactions on Twitter. While this represents a mere drop in the bucket that is Dell’s $61.1 billion annual sales, Twitter presents a key way to interact directly with audiences, and Dell is keen to leverage it.
With 1.5 million followers in 12 countries (Dell has seen a 23% increase in followers in the last three months alone), Dell’s Twitter presence behaves as a deal alert displaying promotional messaging, similar to widgets such as Southwest’s Ding! Application, but with very few costs associated, even with increases in scale and scope—just the man-hours to enter tweets. It’s worth noting that a medium like Twitter is allows brands to provide narrowly-targeted, relevant, and useful information rather than to interrupt and annoy, since it is totally opt-in from the audience side and allows the audience to self-identify the type of messaging they wish to receive from among Dell’s 35 distinct Twitter channels.
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