The marketing blogger known as @SocialPaparazzi on Twitter was so thrilled with her computer purchase that she took a second to thank the manufacturer.
“Got the latest @Dell Inspiron & I can’t keep my hands off it! #LovnIt,” she tweeted.
Dell and other companies receive messages from fans everyday, and those that are social-media savvy know that acknowledging such praise is as important as ever.
But Dell is taking this new normal in customer support to the next level by producing personalized video messages to thank customers for sharing their appreciation.
Dell also shares the videos on Twitter, using #DellLove to promote the social-media campaign and encourage others to join the conversation.
Creating a conversation
The blogger experienced Dell Love first hand when a member of the social media team personally offered help with any questions she had.
That interaction led @SocialPaparazzi to write a blog post praising the campaign, inspiring the Dell Love team, in turn, to produce a second video.
It took the form of a comedic mockumentary following the efforts of five Dell team members as they tried to make the movie of her dreams. In one scene, a dance routine outside Dell headquarters is tried, but quickly abandoned.
Most of the Dell Love videos, however, are much simpler than the ones produced for @SocialPaparazzi and Kawasaki. The usual set up involves one Dell team member who delivers a simple message straight to the camera.
The nearly 300 thank-you videos created thus far have been posted on YouTube and promoted on the @DellHomeUS Twitter account. The Dell team, which films weekly, responds to posts that come across the various “listening steams” that it monitors.
No two videos are alike. Recipients are always mentioned by name or Twitter handle, like in this message to Lauren, who tweeted about her “fab #xps 12.”
Amy Fowler-Tennison, who leads a program that trains Dell employees on how to engage with customers through social media, said in a recent interview that many online commenters expect to hear back from someone at Dell.
“They want someone to respond,” she said.
Nick Clunn is an award-winning journalist who has worked for several websites and daily newspapers, including The Record in New Jersey. He teaches journalism as an adjunct instructor at Montclair State University. Follow him @NickClunn.Tags: Business,Social Media