When you have a product the consumers are really interested in, it is relatively easy to exploit a social network to the maximum potential.
Dell said that the company earned $3 million in revenue directly through Twitter since 2007. The last six months brought Dell $1 million from customers who came to the site from Twitter. These are unbelievable figures for companies that still struggle to figure out a Twitter strategy to success.
These are also unbelievable figures if we analyze the real number of followers Dell has via its multiple profiles on Twitter (and you can find a complete list on Dell’s official website, here).
For example, Dell Outlet has 633193 followers at the date of this article; while Dell Tech Center has only 565 followers. Could this be because the consumers are interested more in buying Dell products than in asking for technical feedback?
No other Dell Twitter profile on the list mentioned above has as many followers as Dell Outlet, but added together they put about 10000 (or more) followers to the list.
So the question is: how many of these followers made purchases from Dell to result in $3 million revenue in only 2 years? Given the viral nature of Twitter we can easily assume that some of the buyers were not direct followers, but the question still stands: what made Dell’s Twitter strategy so successful?
Over 200 Dell employees are talking directly to customers on 34 Dell profiles. I have to write this again: over 200 Dell employees and 34 Twitter profiles are involved in this “strategy.” Which leads us to a logical conclusion: it takes 200 people and a world famous brand to make $3 million in revenue using a social network like Twitter – “by offering a mix of Twitter-exclusive offers, Dell Outlet deals and Outlet-specific updates and information.”
While Dell made $3 million with its Twitter strategy, Twitter made $0 revenue from all those Dell sales, which is probably not making Twitter’s founders overwhelmed with joy. Dell is one of the rare instances of Twitter success.
Smaller companies are still struggling to find a way to exploit this medium, and some still fail to understand some basic rules of social media networking, with no spam the most important of all.
Dell is followed because it is a world renowned brand – a small company with an unknown name has to define a different strategy to gain more followers. Strategies like “pay-per-tweet” and software that automates tweeting are not viable options. To create a Twitter strategy as successful as Dell’s, even at a smaller scale, companies need to hire Twitter savvy social networkers and to offer products and services that appeal to the twitterati – the influencers of the twittersphere.
Dell is represented by Kekst & co.