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Dell announced last week that the company is joining (PRODUCT) RED along with Microsoft. Dell will add RED products to its lineup, with a portion of the sale price benefiting The Global Fund. This by itself isn't a particularly newsworthy item, as several large companies have joined the (PRODUCT) RED campaign. But if we look at how Dell became involved in this initiative, well that's a pretty interesting story...
Dell's Direct2Dell blog is often presented as one of the better company blogs, and rightly so. But another successful initiative that the company launched is Ideastorm. Simply, Ideastorm is a sounding board for Dell users and current/potential customers. The site lets anyone submit ideas on how Dell's products and services can be improved, or addresses issues/complaints. The Ideastorm community then votes on which submitted ideas are their favorites, similar to Digg.
One of the first ideas suggested when Ideastorm launched came from a user named Smotchberry, who wanted to see Dell join (PRODUCT) RED. Here's the thread where Smotchberry submitted the idea. Notice how fellow Ideastorm users that liked the idea helped flesh out how Dell could become involved, adding which products could become (RED). Those that disagreed with the idea were also allowed to express their viewpoints.
In the end, Dell decided to take up the suggestion of the Ideastorm community, and join (PRODUCT) RED. In announcing the move, Chief Blogger Lionel Menchaca even made special mention of how Dell was acting on an idea submitted by Smotchberry.
Great example of how a big company is using social tools to give its customers a sense of ownership in its marketing.
Thanks to Ideastorm's Kara Krautter for giving me the background on how Dell worked with the Ideastorm community to make this suggestion reality. And thanks to Richard Binhammer for his answering a thousand emails. I have to admit, those (RED) laptops look damned cool.
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Comments
I have been following DELL closely since Michael Dell returned. They are the kind of company that I urge others to become. Are they perfect? Of course not. But are they leading with the heart? I think so. And by doing so, they are doing good on the planet and, I bet, to their bottom line. Both good things.
Posted by: Lewis Green | 01.29.08
Lewis I agree, Dell's ability to 'get it' seems to have spiked since Michael Dell's return. Ideastorm is a great example of this, as it gives Dell's customers a place to not only put forth their ideas and have them be acted on, but it helps to foster a sense of community among Dell's customers. I hope that such initiatives will be commonplace among big companies in the coming years.
Posted by: Mack Collier | 01.29.08
Mack,
I call on Howard Schultz to step up to the place and increase Starbucks community outreach efforts now that he as resumed leadership of the company. I also believe that social media and Starbucks are a great fit. They seem to need someone who can take charge of that effort and do it right!
Posted by: Lewis Green | 01.29.08
"I call on Howard Schultz to step up to the place and increase Starbucks community outreach efforts now that he as resumed leadership of the company. I also believe that social media and Starbucks are a great fit. They seem to need someone who can take charge of that effort and do it right!"
Are you throwing your hat in the ring? You've got my vote ;)
Posted by: Mack Collier | 01.29.08
Howard will make that decision. He might remember me from a decade ago, since I sat about 10 feet from him. He has lots of good folks he can choose, and I am happy to give him more that a few good recommendations, including you.
Posted by: Lewis Green | 01.29.08
Isn't it great how the "people" have this newfound power and influence to change things in the marketplace? This is Corporate America catching the cause marketing bug in a big way. Kudos to Dell.
Posted by: Elaine Fogel | 01.29.08
Elaine, Lewis, Mack
Thanks for the feedback. Nice to hear some of the directions we are headed are resonating and have supporters. You know we are listening and learning ...so appreciate the feedback
Posted by: RichardatDELL | 01.30.08
Congratulations to Dell for listening to its customers, it just shows you what comes from following a marketing strategy!
Posted by: John Cass | 01.30.08