I've been working on a case study with Richard Binhammer from Dell for a while now. It all started when I interviewed Richard and several of his colleagues for Joseph Jaffe's book. (Still need to get a copy)
Last year I started work on the Nuance Communications study with the Society for New Communications Research. I decided to work on a case study with Dell. The case study is nearly finished, and next week I am talking with Richard Binhammer in a keynote presentation at the New Comm Forum. The idea for the conversation actually goes back to the interview I conducted for the Jaffe book. We should talk about online customer engagement, using sentiment for metrics, and how to build an effective social media team.
Here's the blurb from the conference:
April 23, 2008 - 8:30am - 10:00am
Breakfast Keynote Conversation with Richard Binhammer, Dell & John Cass, SNCR Fellow
This is a story about how one company is using social media to listen to its customers, and as a result, working to transform itself to better serve them. What has come in social media circles to be known as "Dell Hell" hit the media in 2006 and affected Dell’s stock price, profits and fortunes. With market changes and the emergence of new web tools, Dell discovered new ways to reach out and interact online, reducing negative commentary about the company from nearly 50% of all comments to the low 20% range. Dell listened and changed. And, by the beginning of this year, Dell’s customer’s sentiment, as well as Dell’s profits and stock price had vastly improved. Join SNCR Founding Fellow John Cass and Richard Binhammer of Dell for this fascinating Keynote Conversation about how Dell managed to make such a dramatic transformation in only 18 months, and how they continue to join conversations and explore social media. There are many lessons learned to help you in your own organization.