Free Advice for Dell on How to Turn it Around

There's been a lot of discussion today about the Dell blog I linked to last night. Some say we should give Dell a chance to settle in to the neighborhood before we critique the curtains. Meanwhile Jeff talks about allegedly getting flamed by GCI, Dell's PR firm and an Edelman competitor. Also, the Dell blog is pointing to its critics, which is a small step but a good start as Scoble noted.

Some of you tell me you disagree, but I stand by what I said last night. Dell had months to study the 'sphere to get it right and I feel they missed a PR opportunity. But it's not too late. Here's what I would advise Dell to do today if they were our client...

1) Continue to Acknowledge the Conversation
Today you showed us that you are listening and that you care. Excellent. Good first step. Now build on it by actively participating in conversations that are relevant to your brand. Follow TechMeme and give us an active POV on some of the posts we wrote today. For example, what process did you go through in launching the blog? Were their discussions about its focus and how did you arrive at where you are now? How are you handling comments and customer support queries? What would you like to learn from us?

2) Find Common Ground with Bloggers
Many bloggers, especially those who would be interested in the Dell blog, are geeks. We like technology. Sure, we talk about how we use it at home. But a lot of us talk about how we maximize technology in our work. All you need to do is visit Lifehacker or 43 Folders and you'll find an active conversation on this topic every day.

According to CNET, 85 percent of your business is in the b-to-b market. That means we have a common bond. We are all passionate about technology-empowered business. You have a lot of expertise here having built one of the most efficient businesses in the world. Share it with us. Link to what we're talking about and help us learn.

3) Use the Blog to Break News in a Human Voice
Thursday, also according to CNET, you are going to unveil a new pricing scheme for consumers. In addition to using all of your existing PR channels, blog on the news ... and not just once but twice. In the first post give us more background behind the news but in a human voice. What's driving it? What kind of feedback can we give you that would be valuable? In the second post, round up some of what the bloggers are saying and answer any recurring questions that arise. Repeat this again in the future but not just on good news, but the bad too.

4) Open Yourself Up to Suggestions
Clearly customer support is a problem for Dell right now. This has been chronicled in the press. Don't just look for the solution in Round Rock or McKinsey. Tap into the wisdom of the crowds. Put us to work. I bet if you asked we would volunteer all kinds of suggestions that can help you solve problems. For more, see the recent Wired story on Crowdsourcing.

Technorati Tags: Dell, Jeff Jarvis

Comments

[Amanda Chapel]

You hypocrite!!

Again, here: http://www.strumpette.com/archives/143-PR-Mega-Firms-CEO-Caught-in-Big-Lie.html

Edelman, Richard himself, violates 3 out of your 4.

You have no shame. Maybe your self-inflated ego blinds you.

- Amanda

[Jeremy Pepper]

Nothing like beating a horse to death. And, nothing like dispensing free advice.

There's a saying that free advice is worth what you pay for it and, well, that maxim always holds true. In fact, during the first run of this story, you offered to come down to Austin and counsel Dell.

My issue with this? One-sided. It's all one-sided, as too much of the blogosphere is. There's never any balanced coverage on any blog, no digging to get the full story. And, with someone like you that pushes clients to blog, how do you point to this and say, um, well, yah, companies are going to get attacked, but that's fine. (Especially when you - the evangelist that encourages blogging - is the one doing the attacking.)

No, it's not fine. It's wrong.

[Mack Collier]

"Dell had months to study the 'sphere to get it right"

Yes but there's only so much you can learn from the outside looking in. The real learning comes AFTER you start a blog.

Give them a chance Steve, sounds like you might be trying a bit too hard here to find something to blog/complain about.

[Usher Lieberman]

Are you kidding me? Dell is accepting comments and making what seems to me an honest attempt to engage their critics constructively. At the highest levels in the organization I think Dell has listened and I think they're giving the blogging team room to adapt.

"the Dell blog is pointing to its critics, which is a small step but a good start..." I disagree wholeheartedly, it is a profoundly huge leap. Is it the right direction? You and others say so. Personally I think it is just plain bold and I admire it. The unfortunate incident with the GCI intern reflects poorly, but I think we should all breathe and recognize it as the actions of someone who is passionate about their work and their client and frustrated by those who immediately vomited all over it. That it happened points to the dangers that are also inherent in adopting both what Dell is doing and what you would advise them to do.

Coming from someone whose firm represents Wal-Mart (and they get their blogging advice somewhere) I find your advice and critique hollow. (I am not a Wal-Mart bigot, I think they do a lot of good, but with a footprint their size it is easy to see how they can also step on a few - or frankly a whole lot of toes.)

The http://www.walmartfacts.com/LifeAtWalmart/ LifeatWalMart blog does not link to critiques of any kind (ignoring the potential for a follow up PR piece on how Wal-Mart resolved some reasonable disputes.) Wal-Mart's blog looks puffy to me without any forum for public comments. There are no links to critics and the RSS feeds are simply mechanisms for spreading the good gospel. I don't think there's anything wrong with that, it is a perfectly sound approach to corporate communications. But it is not very Web 2.0ish now is it?

[Mack Collier]

Of course the real reason to flame Dell straight out of the gate was because it basically guaranteed you a primo spot on the front page of TechMeme ;)

[Kingsley Joseph]

Hey Steve, I'm still waiting for you & and Edelman to acknowledge this conversation: http://blog.holtz.com/index.php/weblog/edelman_and_the_one_sided_conversation/

[Kj]

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