Authored by Amalore Jude, Digital Marketing & Strategic Programs, India, Dell EMC
“Activate your fans, don’t just collect them like baseball cards.” Jay Baer, Convince & Convert
So true is the quote that at Dell EMC, we live and breathe it every single day while strategizing our digital marketing activities. After all, our long-term growth strategy focuses on our customers & partners. So, at the beginning of 2019, wouldn’t it be great to see how our social marketing activities truly activated our fans instead of collecting them like baseball cards in the previous year? Let’s buckle up the seat belt and take an exhilarating journey across our year-long social marketing initiatives. The journey starts now…
Our integrated digital marketing stood out as a key driver of our marketing tactics quarter on quarter in 2018. A 360-degree impact was created with CXOs and IT practitioners through engagements across our social and digital platforms. We continued to drive the digital marketing charter across Dell EMC’s portfolio through our search and display campaigns, social media activations, webinars, etc. We not only marched with the prevailing practices and trends in digital marketing across the world but also put an innovation spin on our social marketing strategy. And it led us to win a series of awards like Inkspell India Content Leadership and Best Video Marketing Awards 2018, LI Digital Marketing Awards 2018 in Best Multi-Platform Case Study, Foxglove Awards 2018 shortlisted for Best Use of Social Media, to name a few.
Further, we not only trod an untrodden path but also stayed ahead of today’s fiercely competitive social marketing space. So much so that some of the critically-acclaimed campaigns delivered by our digital marketing team in India have set trends for other global teams of Dell EMC.
Insights into our social marketing activities in 2018
2018 saw some power-packed campaigns, driving the four pillars of transformation.
Our campaigns that took social media by storm
Given our vast portfolio, we focused on promoting each key product category, such as cloud, hyper-converged, servers, storage, data protection, and workstations, along with new technologies like AI, IoT, ML, etc. I am glad to state that every campaign carved a niche for itself in the global digital marketing world.
We started off the year with the All-Flash Challenge - the running challenge held in Bengaluru that witnessed the enthusiastic participation of more than 70 industry-leading CIOs. The entire campaign revolved around three key tenets of All-Flash- Speed, Agility, and Flexibility. Replicating the success of the event for 2019 as well, we’re bringing the challenge to Mumbai on 13th Jan. In addition, an All-Flash challenge on social platforms and website is open to all IT decision makers. For this challenge, we have rolled out an engagement activity, wherein we asked questions around three attributes of All-Flash & Running: Agility, flexibility, and speed.
For the CSG segment, we introduced our portfolio to our target groups in unique ways, with a consistent focus on USPs and value adds and an emphasis on data security as the key message while highlighting the robustness of business laptops and cutting-edge performance of OptiPlex.
We began 2018 with Dell CXO Digital Drive campaign, giving CIOs a hero status by featuring them in our web series. During the campaign, some key CIOs in the country shed light on digital and workforce transformation with regard to their respective verticals while moving with our anchor. This unique campaign, which was ever done in the B2B tech space in India, garnered over 1 million views.
On the other hand, the campaign like Whats Your Armor extended the message of data defense at the workplace and we had the world’s top woman boxer, Mary Kom, as the celeb endorsing the campaign.
In addition, campaigns around our products like HCI, PowerEdge MX, PowerMax, and Dell EMC Data Protection portfolio (Save Your Data) also delivered top performance.
We closed the year with #SmallWinsBig campaign, highlighting the small form factor within the OptiPlex portfolio and outlining how small wins can lead to bigger achievements/success at the workplace. None other than Hima Das, the Dhing express, joined the campaign to exemplify how small could be mighty.
Dell Tech Forum 2018: The cynosure of our digital drive
We pulled out all the stops to turn Dell Technologies Forum 2018—the India edition—into a great platform to showcase the power of seven technology leaders. The event witnessed the enthusiastic participation of a whopping number of CIOs and IT Decision Makers from all over the country. The excitement around the forum reached fever pitch as the event witnessed the presence of Michael Dell, Chairman and CEO, Dell Technologies and Pat Gelsinger, CEO, VMware, who set the motion for transformation in their keynote addresses – ‘Make it Real’ and ‘Technology Superpowers,’ respectively.
The 5 events were marked with a plethora of activities, comprising insightful panel discussions on subjects like ‘Women in Technology’ and ‘Digital Transformation’, fireside chats, CIO debates, security workshops, Designathon 2.0, hands-on lab zone, channel partner engagement, to name a few. Moreover, Dell Tech TV, live streaming from the event, was a first-of-its-kind initiative at the Forum, which garnered much appreciation from our audience.
Giving a mouthpiece to our leaders through thought leadership
In 2018, we also focused on thought leadership content, as leadership communication holds the potentials to gather our audience around specific ideas in order to educate, inspire, and influence them. The blogs, tweets, and tweetchat participation provided our audience with fascinating insights into a host of topics like innovation, SAP HANA, AI-defined infrastructure, how to empower Industry 4.0, Build to Buy continuum, to name a few.
Further, thought-leadership content served as a major catalyst for a number of campaigns. Especially, when it comes to positioning our brand and products around campaign themes, insightful content shared by our leaders played a pivotal role.
Tweetchats
2018 witnessed us going big with tweetchats to bring CIOs under a common roof and share their views on a number of topics around technologies and data security. Last year, we covered a wide range of topics in tweetchatsright from CIO priorities for 2018 to cybersecurity at the workplace and from Industry 4.0 to artificial intelligence.
Every session witnessed CIOs across industries not only participating in the discussion but also taking the event to a new height of success with their valuable insights and observations. In 2019, we’re all set to keep this momentum alive through more meaningful engagements on tweetchats.
Engaging with influencers to widen our reach
This year, we put our best foot forward in engaging with influencers across the country to expand our reach and give more prominence to our products and events.
To promote the USPs of Dell Precision workstation, which was used for special effects in Antman and the Wasp movie, we arranged a special movie screening for 29+ influencers. Besides, events like Dell Tech Forum and 25 years of OptiPlex also witnessed the significant presence of influencers.
Concluding notes
Success is a journey, not a destination. The accomplishments we made in 2018, the momentum across the social marketing drive we gained, and the challenges we faced set the stage for us to move ahead stealthily and raise our performance benchmark in 2019. I wish you all a happy and prosperous new year!
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