Do as I do, not as I say

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Sometimes it takes a beating to learn a lesson. Dell took a brutal
earlier this week when they launched their new blog, one2one, and it looks like they had some sense knocked into them.
I agree with others that Dell had no excuse for the poor launch of their blog. A company with the resources that Dell has coming into the game this late has no excuses for screwing up to that magnitude. There’s no doubt they’ve had plenty of time to assess the situation. Some people are putting the blame on big ad agencies…

They could have consulted the top bloggers on the planet,
the top social media marketing strategists, the very smartest new media innovators.

But they turned instead to their giant ad agencies, who have not got a
clue about the social media landscape, despite ample rhetoric…

…Turning to ad agencies, as Ford and Dell have done, is the wrong way to go.

That’s an interesting point. Can we really blame traditional advertising companies for these flops? I say yes. I think it’s fair to say that the majority of ad execs don’t quite “get it”, whatever it is. Given the choice between consulting with top bloggers and new media innovators vs. giant ad agencies I’d give my money to the former every time. They’re the ones with their feet wet, they understand the game and what it takes to succeed. They live “it” everyday of their lives.
Back to my original point – Dell is coming around, and that’s a good
thing. They’ve listened to our feedback and they’re implementing it. I
think it’s been a lesson well learned and hopefully they’ll stay on the right track. This is a great opportunity for them to set some great examples.

Cameron Olthuis

Cameron Olthuis

Cameron Olthuis

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  • Dan

    Maybe it is just my cranky manner, but I think too many people are giving Dell too big a pass on the start of their blog. I am sure they did some serious research on the project so they couldn’t have been too surprised by the overwhelming number of responses they have received at the beginning. The company is supposedly one of the biggest tech companies and they don’t get it? And, the pretty long lag time between when a comment is made and when it is posted is exceptionally weak. If they don’t start really addressing the blog they are going to create even greater disgust, rather than ease the well publicized problems they have been dealing with. But then again, I am a cranky guy so maybe it’s just me. If the Ad Agency is the problem than that is even sadder, and will prove the point some have made that it is just going to be a promotional tool for the company.

  • Cameron

    Dan, I think it’s a combination of the ad agency and Dell, neither knew exactly what they were doing and getting into. But they are improving. Maybe next time they will hire an experienced top blogger who knows what to expect and has been down the road several times.