In a span of 2 ½ years Dell's Stefanie Nelson helped build a following of over 1.6 million users and a $6 million dollars revenue stream for Dell through Twitter. The effort is perhaps one of the most widely covered case studies of how a Fortune 2000 brand used social media to drive sales – appearing in the WSJ, Inc. USA Today, Bloomberg and more. Now, Stefanie shares her secrets with the PMN membership detailing how @DellOutlet did it. Her advice includes:

• Start with a clear strategy and objective – i.e. “Help move inventory bubbles quickly.”
• Identify a target audience – i.e. “Price-conscious US residents in the market for a computer.”
• Post content that is relevant to your target audience, but also helps you achieve your objectives - “Use this coupon code for 15% off…”
• Get support from the top – social media is not only accepted at Dell, but encouraged.
• Look for quality followers over quantity.
• Start with existing customers – Tell them you are on Twitter & why they should follow you.
• Listen and respond – RT and build awareness among non-followers.
• Cross promote among partners, divisional efforts to grow audience.
• Be relevant and regular – post a minimum of once a week so you stay top of mind.
• Don’t forget the social in social media: Start a conversation and engage. Answer questions…people get really excited when you respond.
• Add additional objectives over time – i.e. “building customer advocacy.”
• Try something new or unique – Dell was one of the first and was innovative.
• Be flexible & willing to change direction based on trial and error.
• Track, Track, Track – determine the best time of day, frequency, and offer types that drive response. Also look at ROI metrics and sentiment.
• Stick to it – it doesn’t happen overnight. 

Stefanie answered many attendee’s questions including – how big a team Dell needed to support their Twitter effort, Dell’s social media & employee engagement policy, Dell Outlet’s multi-channel integration and cross promotional efforts including the email/social media connection, what offers work best and Stefanie’s ah ha moments that highlighted the potential of the medium. To download the presentation or listen to the replay click here.

Once again, special thanks to Stefanie Nelson for sharing her thoughts with our PMN members

‘Til Next Time