How Tweet It Is: @DellOutlet Banks $2 Million on Twitter

Good friend Richard Binhammer of Dell (@richardatdell) reached out to let me know that the company is releasing the latest financial figures for its @DellOutlet account on Twitter tonight.

Last December, the company generated over $1 million in revenue through @delloutlet by posting special offers and also nurturing customer relationships on Twitter. Today Dell reported over $2 million in sales through its popular @delloutlet presence.  @delloutlet currently boasts close to 625,000 followers seeking exclusive deals available only on the micro community.

As Dell notes, “We’ve surpassed $2 million in revenue in terms of Dell Outlet sales, but we’re also seeing that it’s driving interest in new product as well. We’re seeing people come from @DellOutlet on Twitter into the site, and then ultimately decide to purchase a new system from elsewhere on If we factor those new system purchases that come from @DellOutlet, we’re actually eclipsed $3 million in overall sales.”

@delloutlet has been active on Twitter since June of 2007, but as the chart visualizes, connection to Dell’s special pricing and the company’s vigilant focus on service and customer attention has helped attract over 500,000 followers in three months.

Current Dell involvement with Twitter focuses on listening, learning, and engaging in direct connections with customers. There are ~ 200 Dell employees using Twitter to interact with customers, including the product development team for Dell’s Mini line of fashionable and functional netbooks (@dell_mini).

In particular the Dell Mini team is leveraging Twitter to develop the next generation of netbooks. Other examples range from individuals in the CTO’s office to those who work on technology for education @edu4u and @paradigmshift, and of course the company’s largest business involving corporate data centers and servers (@dellservergeek, @brucerericatdell).

RichardatDell noted, “Like you say in your book Brian, this is about putting the public back in public relations where relationships are direct. The dedicated practice of connecting with customers generates real results on many levels. While this announcement focuses on revenue results and referrals to, they are also reinforced by the relationships and direct connections we have with customers everyday using the Web.”

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Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. He is an avid keynote speaker and award-winning author who is globally recognized as one of the most prominent thought leaders in digital transformation.

His most recent book, What's the Future of Business: Changing the Way Businesses Create Experiences (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. In 2009, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.

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