Dell looks for next $1 million on Twitter with Canada channel
Earlier this month I had the opportunity to talk to Richard Binhammer, who acts as the social media face for Dell, on how the computer manufacturer has used Twitter to generate over $1 million in sales. You can read more about that story at One Degree.
During that conversation I learned that Dell Canada had recently followed in the footsteps of their US counterpart, launching a Twitter channel @DellHomeSalesCA. I was curious to learn more – examples of American companies using Twitter are prevalent, but I hadn’t come across many Canadian case studies. So I thought I would dig in and find out how Dell Canada was using and growing their new Twitter channel.
@DellHomeSalesCA officially launched on Monday, February 9. Its official Twitter bio: Discounts and Deals from Dell Canada Home & Home Office.
There have been 29 updates to date, with 18 pushing Twitter Exclusive promotions. Some of the most recent offers include “no interest for six months on all XPS systems” and “New Inspirion 15 @ $649 w/ coupon.”
@DellHomeSalesCA has already gathered more than 140 followers. Each of those tweeters has their own followers, which in turn are potential followers for Dell’s latest Twitter venture. The potential? @DellOutlet has won more than 30,000 followers since June 2007.
Polling for Success
One of the strategies Dell has used to keep a pulse on the Twitter community is polls. @DellHomeSalesCA recently launched a Twitter poll to determine what kinds of offers and information its followers are most interested in. Dell launched its survey through twtpoll, a free service from twtapps.
Dell Canada’s twtpoll offers six options users can select to express their desires for information: (1) news about product launches, (2) Twitter only offers, (3) Hot offers on desktops and laptops, (4) Hot offers on electronics and accessories, (5) Tips and tricks, and (6) Heads up on upcoming offers.
Not surprisingly, “Twitter only offers” was the winner with 37 percent of participants selecting this option. “Hot offers on desktops and laptops” came in a close second with 30 percent of the votes. Seventeen percent of respondents voted for “Heads up on upcoming offers.” None of the respondents are following @DellHomeSalesCA for news about product launches or tips and tricks, at least not yet.
Growing its Followers
The results are telling, and they help Dell determine what types of information to push though its tweets. By offering the types of information followers are looking for, Dell figures it will grow its follower base more quickly. It’s a customer service-focused approach to marketing on Twitter.
Dell Canada isn’t content with 140-plus followers. It wants to replicate the success of @DellOutlet with its tens of thousands. That’s why Dell Canada is also promoting the Twitter channel through its website and e-mail marketing campaigns and has set up a Twitter Landing page for “Twitter Only offers.”
As it works to build a long list of loyal followers, Dell Canada is also looking to keep the followers it has. It does that by using Twitter as a customer service forum. Dell Canada actively responds to follower questions and comments through Direct Response and @Replies, two Twitter features that keep the conversation going between tweets.
Dell is also actively tracking the links it posts for special offers on Twitter. Although Dell Canada sees Twitter first and foremost as a customer service tool, tracking the links is vital to determining the effectiveness of its Twitter only exclusives.
Dell Canada measures conversion rates and RUM metrics so it can be sure to tell the world when it reaches the $1 million revenue bar @DellOutlet set for Twitter ROI in just 18 months.
