Casestudy: Dell Ideastorm and Social media marketing

If you have a user base consisting of millions of people, many of whom are technology-savvy, why not use this to your advantage? That is exa...

If you have a user base consisting of millions of people, many of whom are technology-savvy, why not use this to your advantage? That is exactly what Dell did by essentially converting their community into a free and enormous product development team and therein lies the power of marketing using social media.
Dell IdeaStorm is a website launched by Dell on February 16, 2007 to allow Dell "to gauge which ideas are most important and most relevant to" the public. IdeaStorm is a combination between a message board and Digg.com after registering, users are able to add ideas, promote them, demote them and comment on them. As ideas are promoted, their score is increased, allowing Dell to rank which suggestions and requests are considered most important by the website's users. A page is maintained to demonstrate how Dell is acting upon the suggestions, the page is only changed when the status of an idea changes to implemented.
The Dell Ideastorm community has contributed almost 9,000 ideas, which have been voted on over 614,324 times, and have amassed almost 70,000 comments. Based on feedback from the ideastorm community about need of linux based systems Dell started selling three computer systems with Ubuntu 7.04 preinstalled. With minimal investment from themselves, Dell has managed to find out what their community wants the most, how to implement those features, and stands to gain a lot by offering exactly what the consumers desire. Now this strategy's success has prompted companies like starbucks to come with similar concepts like Mystarbucksidea which is also showing signs of early success.
via ( Dell blog , Dell ideas in action , Wiki )
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