While a majority of web business and webmasters are debating whether Twitter is a good place to market their products Dell.com has announced that it has made its first million via Twitter.
Dell says Twitter has produced $ 1 million over the past year and half through sales alerts. People who sign up to follow Dell receive messages or tweets when discounted products are available at the company’s Dell Home Outlet Store .
I am not surprised at this and you should not be if you know the power of Twitter as a marketing tool. It’s proved that its not only an updating tool but also has the capability to go viral.
Dell start to experiment with Twitter in March 2007, there are now 65 Dell accounts or Dell Twitter Groups on Twitter including Direct2Dell, StudioDell, DigitalNomads, and more with 2,475 followers for the Dell Home Outlet Store
What did Dell do to make it happen, while others are still playing the wait and watch game.
- Fast to adopt :
While its competitors watched how the new entrant to the social media scenario would perform Dell set up its strategy and used Twitter as a channel of distribution to sell their products, taking the leadership stance and approach.
- Segment users :
Dell had a very clear strategy and focus to leverage Twitter, its strategy revolved around studying the model and its users. Dell segmented twitter users demographically by setting up different twitter accounts (ie. They started Dell Twitter for NZ users , Dell Twitter for UK users, Dell Twitter for Canada users ) Each of these twitter accounts spoke to users in a different country with localised product offerings.
- Created special offering for each of its segments :
With the segmentation strategy was adopted for different markets, it backed it up with special offers for each of these segments. Thus adapting the ‘Think Global, Act Local’ approach for their overall Twitter marketing strategy.
- Created a following and build a trust factor :
Companies that have built communities have always been successful in selling their products. Dell leveraged its online brand identity and trust factor to create and build a large community on Twitter. They built a strong and loyal following of more than 2000 users.
- Targeted Sales messages to the community :
Once they had a following they strategically leveraged their offers and promotions in form of Tweets or messages on Twitter to their following.
Dell on Twitter is a good case study for any marketer and business owner skeptical about Twitter as an online distribution channel.