eMarketing & Commerce (eM+C)

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Editor-in-Chief

The View From Here

By Melissa Campanelli

About Melissa

Melissa Campanelli is the editor-in-chief of Target Marketing's eM+C brand and Retail Online Integration, a monthly print magazine, website and e-letter (The ROI Report) that's all about the integration of sales channels, including print/catalog, transactional websites and retail stores, as well as email, mobile, social media and more.

Prior to becoming editor-in-chief of eM+C, Melissa spent ten years at DM News, where she was first a senior editor and then deputy editor. She's also a leading expert in small business e-commerce and author of the books "Entrepreneur Magazine's Open an Online Business in 10 Days" and "Start Your Own e-Business."

 

Conversations

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Inside Mobile Marketing

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Mobile is a revolution. The power of the personal mobile device has created the potential for businesses to build stronger...



Redefining Performance Marketing

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Facebook's new Timeline for Brands enables marketers to foster engagement with participants. This engagement can equal Facebook performance. Brands can...



15 Minutes Ahead

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While none would argue that 2011 was the year of the mobile app, marketers have been hearing more noise about...



Digital Marketing Takes Action

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Are you wondering whether it’s worth providing your online retail offering on tablets, particularly the iPad? Are you also facing...



Ways of Thinking

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The lifetime value of a Facebook fan is about $136 to top brands, according to this study on Facebook fan...



How Dell Leverages Social Media Across the Company

By Melissa Campanelli | Posted on August 05, 2009
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While attending the eTail East conference in Baltimore this week, I was pleasantly surprised at what seems to be a pattern in online retail shows this year. While the show was small, all the sessions were packed. And everyone seemed to be in generally good spirits — despite the economic situation. One session I attended on Aug. 5 featured Liana Frey, the director of communities and conversations at Dell. Her session, "Community 2.0 — Lessons Learned From Engaging in Conversations With Customers," focused on the success of the Round Rock, Texas-based firm’s use of social media. Dell’s successful use of social media has been well documented. Dell Outlet, for example, has attributed $3 million in revenue to its presence on Twitter, where the division posts its latest offers. What's more, Dell Outlet has almost 1 million Twitter followers and is a "recommended" presence to follow by Twitter. It also occasionally makes "Twitter-only" offers available to followers. Dell has put a concerted effort into its social media programs, according to Frey. It started them through a small group that was part of its corporate communications department. Today, however, social media is embedded throughout the entire organization. "We've changed our organizational structure so that our tech department can answer specific technical questions through Twitter, and our customer service department can answer customer service questions,” she said. While Frey admitted there's some risk to this approach — where someone may say something that’s inappropriate, despite the social training, and damage the brand — she added that using this approach was worth the risk. “We had enough confidence in our employees’ expertise that we felt it was important to make them transparent,” she said. At lunch later that day, many folks agreed with Frey’s comments. Almost all of my tablemates said that for social media to work, it has to be part of a corporation's culture. And, most importantly, there has to be buy-in from the top of the corporate structure — the CEO or president. Do you agree? Let me know by leaving a comment here.

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brain dumps - Posted on December 08, 2010
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ted33 - Posted on April 06, 2010
What are they reading about you in the search engines? Reverse SEO can push down the negative information and bring positive information to the top of search engine results.
shaw carpet - Posted on March 22, 2010
We've changed our organizational structure so that our tech department can answer specific technical questions through Twitter, and our customer service department can answer customer service questions,” she said. While Frey admitted there's some risk to this approach — where someone may say something that’s inappropriate, despite the social training, and damage the brand —mohawk carpet she added that using this approach was worth the risk. “We had enough confidence in our employees’ expertise that we felt it was important to make them transparent,” she said. At lunch later that day, many folks agreed with Frey’s comments. Almost all of my tablemates said that for social media to work, it has to be part of a corporation's culture.
Click here to view archived comments...
Archived Comments:
brain dumps - Posted on December 08, 2010
This is a good resource. Results seem to vary from other websites I've used. This seems to be pretty accurate.
ted33 - Posted on April 06, 2010
What are they reading about you in the search engines? Reverse SEO can push down the negative information and bring positive information to the top of search engine results.
shaw carpet - Posted on March 22, 2010
We've changed our organizational structure so that our tech department can answer specific technical questions through Twitter, and our customer service department can answer customer service questions,” she said. While Frey admitted there's some risk to this approach — where someone may say something that’s inappropriate, despite the social training, and damage the brand —mohawk carpet she added that using this approach was worth the risk. “We had enough confidence in our employees’ expertise that we felt it was important to make them transparent,” she said. At lunch later that day, many folks agreed with Frey’s comments. Almost all of my tablemates said that for social media to work, it has to be part of a corporation's culture.