Winner
GCI Read-Poland and Dell: Dell Creates an IdeaStorm
The digital space is growing rapidly. To keep up with the Web 2.0 world, PR needs to explore all facets of the Web to find ways to tap into consumers.
That was what Michael Dell had in mind in early 2007 when he posed a challenge for his team: launch a new tech-based solution that would unleash the power of community-driven innovation. To ride on the successful implementation of Salesforce.com's IdeaExchange in October 2006, Dell's CEO sought a partnership with Salesforce.com to take the concept even further and open it to the global community of Dell users. The solution became an online "crowdsourcing" community called Dell IdeaStorm.
Together with GCI, the company developed and implemented a comprehensive digital media strategy that included 24/7 digital monitoring to seek out and resolve customer issues expressed online, on internal and external corporate blogs, videos and podcasts, digital influencer relations, and more.
Dell's IdeaStorm was created as an interactive Web site for customers to generate ideas about technology they'd like to see, along with suggestions for current and future Dell products, services, and operations - ultimately challenging the way Dell does business. For example, one feature lets visitors post ideas which the community can "promote" or "demote," so the most popular ideas rise to the top.
To reach the most tech-savvy users and gain attention virally through word of mouth, the team first reached out to influential blogs, forums and social networks and introduced them to the community. The site launch was also announced to mainstream media at a press conference with Michael Dell.
IdeaStorm was a true success, garnering more than 7,500 ideas, 527,094 votes, and 46,801 comments. An average of 40,000 unique visitors per week went to the site. The site also received positive commentary from leading blogs like TechCrunch, as well as mainstream media coverage in BusinessWeek and PC World.
Most importantly, as a result of IdeaStorm, Dell has put more than 30 ideas into action, showing the community's measurable and sustainable impact on Dell's relationship with customers.
Judges were impressed by the fact that Dell's "exciting and innovative program showcased benefits of collaboration with smart partners."
"Dell's IdeaStorm is a model for other large companies, to leverage tools of the digital age to empower consumers and simultaneously improve the company's product offering," one judge added.
Honorable Mention
Manning Selvage & Lee: Innovation in Influencer Marketing
Consumers looking to buy products are turning more to family and friends instead of trusted brands, credible institutions, or the press. In turn, savvy marketers realize the power of celebrity endorsements, a seal of approval from a trusted organization, or recommendations from a friend. In 2006, MS&L decided to take its influencer marketing specialty and create a research-based model to help clients trust and understand their program. MS&L partnered with word-of-mouth research firm the Keller Fay Group to understand influencer conversations. When the Influencer Marketing (IM) model was formed, it was introduced to current and prospective clients, as well as media, at an exclusive event. The firm also sought to position itself as a leader in the IM space and engage current clients to practice the IM strategy. The campaign proved successful, as the IM model was used with seven of MS&L's largest clients in the first year. MS&L also secured coverage in 36 global outlets, including print and digital media.
Finalists 2008
GCI Read-Poland and Dell Dell Creates an IdeaStorm
Hill & Knowlton Communications Mapping: INA
Manning Selvage & Lee Innovation in Influencer Marketing
Weber Shandwick and General Motors GM and Weber Shandwick- IGotShotgun
Weber Shandwick A Communications Arsenal for the Attention Economy
Sponsor: Since 1953, Burson-Marsteller has been committed to a common philosophy of client service and quality throughout the world, delivered to a single standard of excellence. From its start in a single office in the United States, Burson-Marsteller has grown significantly over the years and now enjoys a strong presence in every major business center of the world.
