Multichannel Merchant
  • Ecommerce
  • Marketing
  • Operations & Fulfillment
Subscribe / Advertise
HOME
  • Ecommerce
    • Marketplaces
    • Mobile
    • Payment
    • Security
    • Shopping Cart
    • Usability
    • 2020 Ecommerce Operations Summit
  • Marketing
    • Advertising
    • Catalog
    • Content Marketing
    • Email
    • Search
    • Social
    • Video
  • Operations & Fulfillment
    • Contact Center
    • Customer Experience
    • Delivery
    • Distribution Center
    • Fulfillment
    • Order Management
    • Returns
    • Shipping
    • Workforce
    • 2020 Ecommerce Operations Summit
  • Resource Center
    • Media Kit
    • 2020 Ecommerce Operations Summit
    • Podcasts
    • Webinars
    • Research
    • Submit A Release
    • Videos
    • Jobs

Follow Us

Facebook
LinkedIn
Twitter
YouTube
  • Subscribe
  • Advertise with Us
  • Subscribe
  • Advertise with Us

Live From eTail: Dell Does $3 Million in Sales on Twitter

Tim Parry
August 6, 2009

Baltimore – Computer seller Dell did $3 million in sales last year through its Twitter accounts, Dell director of communities and conversions Liana Frey said Wednesday during a keynote session at eTail 2009.

Dell, which ranked No. 1 in the 2009 Multichannel Merchant 100 list, did not intend to sell via Twitter when it first set out to engage customers in the social media channel two years ago.

But Dell now has 700,000 people following the 35 “official” Dell Twitter accounts – including 360,000 following @DellOutlet. That doesn’t include the unaffiliated brand evangelists who tweet about Dell on a regular basis.

So what’s the secret?

“Staff the accounts with someone who will be less of a corporate figure and just let them be themselves,” Frey said. “People feel they’re dealing with real people instead of someone from the corporate office.”

For example, @DellOutlet is managed by an employee named Stefanie Nelson. While she doesn’t push the refurbished computers sold by Dell Outlet U.S., Nelson does talk about specials and gives out coupon codes.

Her Twittering brought in $1 million of the $3 million Dell made off Twitter.

“We found we’re better off using Twitter to communicate with fans, not to relay corporate news,” Frey said. “We have people Twittering about what they find interesting.”

RELATED TAGS: Twitter

Webinars

How Flexible Labor is Reshaping Ecommerce Fulfillment Operations

Automation-as-a-Service: Flexing to Meet Ecommerce Fulfillment Demands

The Dark Web, Account Takeovers and You

The Four Pillars of Success in an Omnichannel OMS

Ecommerce Fulfillment Centers: New Challenges Complicate Old Problems

Latest Research

Inventory Management in 2022: Navigating Disruptions

Inventory Management Gets Trickier As Forces Collide

Why Yesterday's Carrier Strategy Has Expired

Ecommerce Fraud Increasing, But Help Is On the Way

Using Data to Better Manage Customer Relationships

Blogs

Cross-Border Ecommerce: Assessing the Risks for SMBs

Promoting Out-Of-Stocks Wastes Ad Dollars

VoC Data: How to Listen to Shoppers

Ad Fatigue, and the Cure

Click Fraud: Protect Your Digital Ad Spend

About us

  • About us
  • Press Releases
  • Privacy Policy
  • Diversity Inclusion & Equity

Advertise

  • Media Kit

Events

  • Ecommerce Operations Summit

Related Sites

  • Chief Marketer
  • Event Marketer
  • LeadsCon
  • LeadsCouncil
  • PR News

Directories / Jobs

  • MCM Source Directory
  • Top 3PLs
  • Jobs

Sign up for MCM

Get the Ecommerce, Marketing & Operations info you need when you need it.
  • About us
  • Advertise
  • Jobs

Follow Us

© 2022 Access Intelligence, LLC - All Rights Reserved.