Forrester Groundswell Award Submission
Summary:
Dell's "Tag Team"
Facebook application allows customers to help one another select products that best
fit their lifestyles.
Objective:
Today in most
ecommerce experiences, visitors must first find a product, read reviews and
then find instances of how others use their products (if available). Dell's
goal was to develop a unique product experience com that turns this process by
180 degrees and allows customers to identify their needs first, then find
products that meet those needs by focusing on user-generated content that
drives engagement, sharing and, ultimately, monetizing social media channels.
Strategy:
By utilizing existing
ratings and reviews on Dell.com, Dell built "Tag Team," a Facebook application that
allows the company's established fan
base to find products relevant to their interests based upon how fellow
customers are using their Dell products.
"Tag Team" pulls customer-generated
keyword tags from ratings and reviews on Dell.com and features them on an
interactive tag cloud. Users choose tags
that best fit their interests, e.g., music, gaming and travel. The application then displays Dell products
that have been reviewed and labeled with the chosen tags in a sortable format.
For example, if a customer
is interested in travel and playing video games, she would choose the "travel"
and "gaming" tags to view products that fellow consumers use for both gaming
and travel.
For each product there is
a "Tell me more" button that directs users to a "Product deep dive" page. This
page displays ratings and reviews as well as specific features for the product.
Here, fans can "like" a product, write their own reviews about the product that
will display on Dell.com, select "Ask your friends" to post the product to
their Facebook newsfeed, or select "Ask Dell" and receive support directly from
a Dell specialist.
Results:
"Tag Team" has experienced
a steady stream of unique visitors every day since its launch. This application helps extend the goals of
Dell as an organization to provide engagement opportunities for its customers and
to provide a means of monetization in a social way.