I have a Dell Vostro laptop. It’s not a particularly impressive machine, in fact you could say it’s pretty boring. But I already know that my next laptop is also going to be a Dell. And the reason why I’ve already made that choice has nothing to do with the product, and everything to do with the people that stand behind it.
How many times have you heard that “people want to have relationships with companies/brands”‘? I say that’s complete BS. I have enough trouble with the relationships I have with real people, why would I want to add companies to the mix?!?
But many branding/marketing ‘experts’ are trying to sell companies on the idea that people want to have a ‘relationship’ with the companies that sell the products that they buy.
Do I want to have a relationship with Dell? Is that why my next laptop will be a Dell? Of course not. My next laptop will be a Dell because I have met and connected with so many members of Dell’s team. I have sat at a table and talked social media with John Pope and Amie Paxton. I’ve moderated a panel about corporate blogging that Lionel Menchaca sat on. And perhaps most importantly, Richard Binhammer has given me a ride back to my hotel after the taxi never showed up.
But spontaneous name-dropping aside, the REAL reason why my next laptop will be a Dell is because if I pull it out of the box and it doesn’t work, I know that all I have to do is go to Twitter and tweet that to Richard/John/Lionel/Amie/Chris/Natalie and one of them will get back to me within minutes to help me.
If I buy a Compaq/HP/Apple/Gateway/Toshiba laptop and it’s a brick out of the box, I have no idea who to contact about it. With Dell, I can think of at least 5 people that work there that I have either personally met, or talked on the phone with, or both, that would be tripping over each other to see who can help me first.
That’s big. In an era where the customer is demanding more than ever before from companies when it comes to service, social media has allowed Dell to get a huge leg up over their competitors. Social media has allowed Dell’s employees to connect with me, and that’s why they will get my future business.
The big question is, why aren’t Dell’s competitors using these same tools in the same way to let their employees connect with me?
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With this being said, will we see companies creating positions (similar to customer service) just to have conversations with customers on social networks and blogs. Somewhat PR faces for a brand? Or, is it now everyone’s responsibility in the company to participate and “Be there” for your customers?
Great differentiation. People are at the heart of social media efforts and sometimes those people can make or break your brand.
Dell’s done an amazing job-it’s a wonder why their competitors haven’t jumped in with 2 feet to try and work with consumers in the same way.
I completely agree Mack.
What I’m looking for from companies is for them to treat customers as they would their own CEO.
If our bosses were tweeting their needs and dislikes, many employees would do anything they could to help. Anything to get in front of the ‘big guns’ is good.
Companies should instill the idea that customers are the ultimate ‘big guns’ and if we can get in front of them and respond, then we will add the most value to the company.
So true, Mack. Social networking is about people connecting with people, not people connecting with anonymous company representatives. Have you determined, however, which individuals from a given company are most beneficial to connect with? C-level execs? Sales people? Engineers? I would love to hear your thoughts.
I do not want to move away from Apple but I understand your point.
Whitney Hoffman and I were talking about the service of Comcast and it’s customer service, versus comcastcares. The differences are HUGE between the two. You call customer service and you get a totally different interaction.
The thing is, the majority of the people don’t know all the names at Dell. The reality is this won’t work for a lot of people who aren’t in this space. People who do not know about Twitter still call customer service.
I guess I’m a little troubled by big companies finding success in social media but their framework for that is still broken.
Be social and reachable help, but backing it up company wide is the next step.
I agree with you, Mack, that relationships with people are where it’s at. I’m also fortunate to know John, Lionel, and Richard (and Lindsay, who posted in the comments thread).
But here’s the real question — how many of these people would you have a real relationship with if you weren’t Mack Collier, Social Media Expert?
I’m not asking this to be facetious. It’s a genuine question. We all work in “the business”, which sometimes resembles a very large sewing circle. But the every day consumer isn’t going to conferences, mixers, and industry events. They aren’t blogging and spending all hours on Twitter.
So is the every day consumer able to make connections with John, Lionel, Richard, and Lindsay? Well, these folks in particular are very friendly and if you read where they blog, I can answer my own question — yes. But what about the overwhelming majority of people who aren’t special like them?
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312-932-9000 / michael@blogcouncil.org / twitter: merubin
I am a Blog Council employee and this is my personal opinion.
Good discussion here, and the essence of an issue I’ve been wondering about, esp. as brands pop up on (for example) Twitter. Are they using it in a meaningful way, or are they there just because they read someone that they should be? Is it part of cultural change? Or not?
I agree Mack. In the era of commoditization, businesses can no longer differentiate themselves with products and services. Instead, they must do all they can to create great customer experiences. And customer experiences are based on human contact, not a brand.
Hi Mack,
First, thank you for being a Dell customer and a loyal one at that. We REALLY appreciate it.
Also,its good to know our work in social media does make a difference. As you have posted before, often as a question….this is ROI or the real return on relationships and connections.
By the way, taxi or no taxi, I always like making real online relationships offline too
And you, and others on the web too…holler anytime. We are listening and learning from all of you and do the best we can to get there as soon as you indicate we should converse.
Thanks again
Might your work for Dell have something to do with it? And don’t make assumptions Dell’s competitors don’t have Twitter accounts or reach out to customers.
“Mack is a requested speaker and has advised companies of all sizes on their social media strategies, from small businesses and startups, to companies as large as Dell and Microsoft. His writings have been referenced in several mainstream publications and websites, including The Washington Post, MSNBC.com, Ad Age, CNET, and The Boston Globe.”
David Churbuck
Lenovo
Chel and Michael that is a GREAT point! The key for companies like Comcast and Dell is, how can they take changes that are happening in sometimes isolated areas, and move it out to be a larger culture-wide change? I think that could and will happen in both companies, but corporate cultures are like glaciers, they usually move very slowly.
David I haven’t worked with Dell, I have advised them on their social media strategies, as my bio states. No money has changed hands, and Dell has not paid me for any advice I have given them.
As for their competitors, not making assumptions about what they are or are not doing to reach out to customers, I am commenting on the fact that they are NOT reaching out to ME via SM, as Dell is.
Mack, I want to make it clear that I get just as excited as the next person about how social media is making this all possible. I do know that corporations move slowly.
When you have access first hand to the knowledge that the customer service still sucks it dampens the excitement a little.
Ann asks an excellent question, is this a cultural change? I believe that it has to be in order for it to be believable.
I feel like a party pooper on some level but I also have to remain realistic.
Richard, are there any existing or upcoming changes to your customer service department to encourage this type of culture?
BTW I can now add that I have indeed interacted with one of Dell’s competitors via Twitter. Apparently sometime after leaving his comment here, David (who works for Lenovo), unfollowed me on Twitter.
Very interesting.
Chel I am spending more time lately gravitating to the people that ARE realistic about what social media can and CANNOT do. We NEED this, and people like you that remain realistic about the capabilities of these tools ensure that the space remains healthy, and grows.
Amen to that Mack. I’ve been saying the same thing for years: People want to do business with people, not companies, and preferably people they know.
While I’m currently being courted by some MAC fans to buy one of those, my heart lies with Dell (I’ve had six over the years and Bizzuka is a Dell shop). It does so for the very reasons you outline. It’s less the product and more the people that makes the difference for me.
Amen to that Mack. I’ve been saying the same thing for years: People want to do business with people, not companies, and preferably people they know.
While I’m currently being courted by some MAC fans to buy one of those, my heart lies with Dell (I’ve had six over the years and Bizzuka is a Dell shop). It does so for the very reasons you outline. It’s less the product and more the people that makes the difference for me.
Responding to Ann Handley’s comment, i think a lot of brands are “doing it cuz they read an article on MarketingProfs” — not because they fully grasp its power… yet.
That is okay.. its early…
Like a few of the other responses – I wish Dell’s products were more like Apple’s — the great mktg is a bit like Seth Godin’s Meatball Sundae metaphor.
(Sorry Dell, I use your stuff everyday too… I do like meatballs, I s’pose.)
Ideal company investment strategy:
1) Invest in killer product that is appealing (DO NOT SKIP THIS STEP!)
2) Invest in social media people in your marketing department
3. Enjoy.
Patrick, CMO Mzinga
Companies who are thinking about social media should answer first the question: Are we internally ready to open up?
Openness is a cultural question more than anything else. If the company’s culture is to keep everything close to the chest they are probably not ready to network openly with their market. If their sales model is still based on the characteristics of a sales person from yesterday with sayings like “selling begins when the customer says no,” it is a waste of time, not to mention rather counterproductive to developing a trusting, long-term relationship with their market.
If the purpose of social networking for a company means Buy from me, but don’t waste my time …. these companies should better invest in advertising bill boards.
Even the biggest companies will find themselves in serious trouble within the next five years if they don’t introduce major changes in their market interaction models. It is more than just the customer relationship: It is their relationship with the entire market.
Companies who are thinking about social media should answer first the question: Are we internally ready to open up?
Openness is a cultural question more than anything else. If the company’s culture is to keep everything close to the chest they are probably not ready to network openly with their market. If their sales model is still based on the characteristics of a sales person from yesterday with sayings like “selling begins when the customer says no,” it is a waste of time, not to mention rather counterproductive to developing a trusting, long-term relationship with their market.
If the purpose of social networking for a company means Buy from me, but don’t waste my time …. these companies should better invest in advertising bill boards.
Even the biggest companies will find themselves in serious trouble within the next five years if they don’t introduce major changes in their market interaction models. It is more than just the customer relationship: It is their relationship with the entire market.