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Dell "Trade Secrets": Energizing SMB Influencers to Recommend the Vostro V130

By Zocalo Group

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Z'calo developed the Trade Secrets campaign to introduce the Vostro V130 a sleek, new laptop designed for on-the-go small business professionals and to further position Dell as a leading provider of technology solutions for this sector.

Insight:
Peer credibility is critical to small businesses (SMBs). They look to colleagues and experts for "secrets to success".

Challenge:
Leverage this insight to drive word of mouth recommendations for the Vostro V130 among SMB professionals and Influencers.

Solution:
- Create product trial opportunities to generate awareness of and recommendations for the Vostro V130.
- Energize small business Influencers and professionals into an online community, sharing Trade Secrets advice.


Note: This was Phase 1 of the Trade Secrets campaign. Subsequent phases will promote additional Dell products and solutions designed for SMBs.

The success of the Trade Secrets campaign was largely due to Z'calo's ability to engage SMB influencers on Dell's behalf, help create a groundswell of brand awareness and advocacy. We began by identifying and vetting a list of 150+ Influencers in the US and UK, with areas of expertise ranging from Entrepreneurship to Social Media to Technology.

We distributed Vostro V130 laptops to enable hands-on interaction with the product, energizing SMBs to share recommendations and encourage trial among others. Various opportunities for participation - including Twitter chats, giveaways and offline events - helped to create additional occasions to interact with Dell, exchange valuable business insights, and be part of a cohesive SMB community.

Overall, we far surpassed all metrics we'd established at the outset of the campaign. Specifically, we exceeded our goals for Trade Secrets Facebook posts by 547%; tweets by 8235%; blog posts by 113%, and total digital impressions by 250%.

January 15 - April 30, 2011

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