This is a guest post from our Chinese social media expert Weidong “Jim” Zhang:
At the end of last year, Dell, who has continued to improve on their customer services and engagement via social media, launched the Social Media Listening Command Center. At the Dell Social Media Listening Command Center kick-off ceremony, the CEO of Dell, Michael Dell said: “One of the funding principles of Dell is really about listening and learning from the customers…”
How is Dell China listening to their Chinese customers?
Dell China first posted on Sina Weibo (aka Chinese Twitter, though no relation to US-based Twitter) on February, 10th, 2010. Today, Dell has 104,693 follower, which helps place it on the top 3 in the IT industry in terms of followers, comments, and influences by the tfengyun.com (Sina Weibo tweets analysis tool) in China.
Dell China has many features and skills really worth learning. Let me give you more inside on Dell China Sina Weibo:
Dell China’s heading is a unique feature because it is a very easy and quick way to get to know the type of messages readers can expect. Another powerful tool is the Dell Weibo Class. Basically, Dell China just shared their knowledge (PC Skills Notes) which had posted on Renren.com (considered Chinese Facebook No. 1; no relation to US-Facebook) Those tweets are always recommended by interested users, which is the reason why Dell’s tweets are naturally ranking higher on the platform.
“We are listening and engaging” (even to the complaints)
It is not encouraging to have negative comments on your platform in the first day, but it was the experience of the Dell China. One of followers was complaining about the quality of Dell PC; saying the new PC’s noise level is very high. He had already reached the local customer services and received the normal response, which he wasn’t satisfied with, so he resorted to complaining on social media.
Dell has prepared to listen to more customers’ directly, no matter the complains or good feedback. Just like Dell’s social media strategic response team in the U.S. , Dell China was very quick to respond to Chinese customers lodging their complaints on social media. Dell China did end up replying to the comment about high level noise, by saying “There are some technology standard of PC noise level. Could you please send me your customer service ID via Sina Weibo message? I will find a technician to help you out.”
Dell China has created many opportunities to engage with customers. One example is the two events Dell China held at the end of January. Those two event announcement posts have been retweeted over a thousand times. One of the best example is Dell China’s recent Valentine’s Day activity. The posts asked followers to write blessings to their lovers, wife, parents and pop stars etc. using a hashtag. Then Dell China sent small gifts to the luckiest followers. Naturally this post gained a huge amount of attention: 737 comments and 809 reposts, to be exact.
If anyone has questions about Chinese social media trends, strategies, etc. feel free to comment on this blog and I will do my best to respond.
Mr. Zhang is a Chinese social media enthusiast, currently completing his MBA in the U.S. (expected spring 2011). He has years of experience assisting internationals with various business service needs.
