Dell’s Great Idea: Crowdsourcing Engagement

Crowdsourcing is according to the crowdsourcing wikipedia: “the act of taking a task traditionally performed by an employee or contractor, and outsourcing it to an undefined, generally large group of people, in the form of an open call.”

Dell Ideastorm

Crowdsourcing is becoming a method of measuring audience participation, company engagement within their niche, identifying opportunity, and how to recognize their audience and consumers for their great ideas.

Architecture of Participation

According to Tim O’Reilly, the man behind the definition of Web 2.0, Web 2.0 is built on an “architecture of participation.” Consequently, crowdsourcing is a fantastic method to tap into the vast resource that is human capital on the Internet, discover new ideas for products or services, and measure your message. This concept hinges on one idea: harnessing collective intelligence.

Harnessing Collective Intelligence

Tim ‘OReilly posited in 2005 that “The central principle behind the success of the giants that lead the Web 2.0 era appears to be. . . that they have embraced the power of the web to harness collective intelligence.”

Crowdsourcing: Dell’s

A great example of mining for ideas on products, services, best practices, policy, and a number of other business concepts is Dell Computers’ crowdsourcing site Dell’s tagline for ideastorm “Where Your Ideas Reign.”

Dell’s is responsible for the following:


Any entrepreneur, small business, large corporation, or job seeker can utilize “crowdsourcing” for their own purposes. One added benefit of crowdsourcing is the fact that it is an entry point for any job seeker or entrepreneur looking for opportunities. If an individual showcases their expertise and talents they have a solid chance of being noticed and opening the lines of communication with their intended targeted audience(s).

Wachovia Bank Update: New Twitter Strategy Matches “Connectivity” Goals


Direct Message to deansguide from our friends at Wachovia Bank

If you have followed the deansguide series of critiques on business strategies, one of the companies I outlined was Wachovia Bank: “Bank’s Twitter Strategy: Lack of Strategy Hurting Brand.” In this critique, I pointed out the following:

  1. They had no discernible strategy
  2. Their lack of strategy in following people (audience of customers) could be perceived negatively
  3. They were not being true to their Twitter Bio mission

Wachovia’s Old Strategy: Follow a minimal percentage of audience-clients on Twitter


The results can be seen in the “follow” and “followers” categories where Wachovia was following only 11% of their audience.

Wachovia’s New-Improved Engagement Strategy

As of today March 12, 2009 Wachovia has aggressively fixed their follow strategy by following every one of their followers. By adopting this strategy, Wachovia now has created the following:

  • Open line of communications with audience via Direct Messaging
  • Created the perception that they wish to communicate with their audience
  • Provided their audience with recognition by following each person or company who follows Wachovia on Twitter
  • Demonstrated their willingness to listen to their audience
  • Quickly tap into customer conversations and solve customer services challenges that may exist
  • Demonstrate they are one of the leaders in the Banking industry in regards to social media and audience engagement on Twitter

Wachovia Bank March 12, 2006 Twitter Account