2011 Digital PR Awards – Listening Campaign


Winner: Dell Inc. – The Dell Listening & Command Center

Launched in December 2010, the Dell Listening and Command Center was created to improve Dell’s customer service and product quality. The center is designed to listen to the conversations that are happening about the brand across social media in 11 languages around the world, with the goals of identifying issues, solving problems and increasing customer engagement. Dell monitors 22,000 daily Web posts to hear and respond to potential problems, and also identify trends. The team monitors and participates in online conversations while the Twitter support team, @DellCares, engages with the community.

As a result of launching the center, Dell has increased efficiency, provided faster customer response, improved issue recognition and management and driven positive brand sentiment across social media platforms. Over 20,000 customers have been served with a 46% increase in customer reach. —RD


Honorable Mentions

NEI and Burson-Marsteller – Digital Crisis Management for U.S. Nuclear Industry during Japan Crisis: After Japan’s earthquake/tsunami, B-M partnered with the Nuclear Energy Institute to ensure the industry’s nuclear safety messages reached core audiences.

Porter Novelli – Gillette Social Media Analysis and Optimization: Porter Novelli tracked online conversations about Gillette in 11 different areas, including brand mentions, razor models and price complaints, resulting in improved response to customers.


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