Bringing social media thought leaders together for a conversation with Guy Kawasaki

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Here at Dell, listening to and interacting with customers through social media channels like Twitter, Facebook, forums and blogs is core to our business. We’re proud to be among the social listening forerunners like Comcast, REI and UPS, who have made great strides in corporate social listening and have been recognized for their early adoption of social media. Like us, they use social media to listen to their customers hoping to improve those customers’ experience and possibly “enchant” them, to borrow an expression from Guy Kawasaki.

While we’ve seen great benefits to our business by employing a social listening and engagement strategy, we were curious to find out what the social media experience has been like for other large companies.

We wondered:  

  • What impact has a social media engagement model had on business in the U.S.?  
  • Are we at the ‘tipping point’ where integrating social media philosophies, practices, and technologies across business is commonplace in medium and big business across the U.S.? 
  • And how does it actually work? 
  • Who sets the strategy for these efforts? 
  • What percentage of these companies’ marketing and customer support budgets are dedicated to social media? 
  • Is social media considered a core marketing function in the industry yet?

We have been speaking with some of the brightest minds in the space from Guy Kawasaki to forward-thinking social marketers in corporate America. We’ve also conducted primary research with Forrester Consulting. I am excited the findings from our Dell-commissioned Forrester study will be shared publicly on July 13. That morning, after the results are released, we will convene a live panel discussion moderated by Guy Kawasaki featuring an amazing line-up of social media practitioners, including Kip Wetzel of ComcastShane Steele of TwitterJordan Williams of REIDebbie Curtis-Magley of UPS and Jason Duty of Dell.

I invite you to join this panel discussion on Wednesday, July 13 at 10:30 am EDT, by viewing the live streamed proceedings at During the panel, contribute to the discussion online and submit your questions for our panelists by using the #DoMore hashtag on Twitter. 

Allison Dew, CMO, Dell Technologies

About the Author: Allison Dew

Allison Dew is Dell Technologies’ chief marketing officer (CMO). She is directly responsible for the global marketing strategy and all aspects of Dell Technologies marketing efforts, including brand and creative, product marketing, communications, digital, and field and channel marketing. Allison believes in combining creative excellence with data-driven decision-making in service of business outcomes and greater customer relevance. Since joining Dell Technologies in 2008, she has been instrumental in its marketing transformation, leading an emphasis on data-driven marketing, customer understanding and integrated planning. She is the proud executive sponsor of Dell Technologies Women in Action and PRIDE employee resource groups. Prior to her role as CMO, she led marketing for Dell Technologies Client Solutions Group. Previously, Allison held marketing leadership roles at Microsoft. She also worked agency-side in a regional advertising shop in Tokyo, Japan, and an independent, multi-cultural agency in New York. Allison earned her MBA from the Wharton School and an MA in International Studies with a concentration in Japanese and a BA in French and Japanese from the University of Pennsylvania.
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