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SOCIAL MARKETING TO THE BUSINESS CUSTOMER
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Friends know Scott Hanson as an affable native Texan with a pen- chant for computers, cars, and poker. But to thousands of technol- ogy professionals around the world, Hanson is a celebrity. By day, he and three other technologists at Dell manage the Dell TechCenter, an online community that helps enterprise information technology (IT) professionals unravel the thorniest problems that occur when trying to integrate technology from multiple vendors. Dell conceived of the community in 2007 as a way to enhance loyalty among its largest customers. Members share advice and ask questions of Hanson and the other engineers, who dispense it for free. The community is open and fully searchable, although only registered members can submit articles and comments. In 2008, about 100 people visited the site every day. By early 2010, that number was over 5,000.
PAUL GILLIN AND ERIC SCHWARTZMAN - Personal Name
NONE
Makerting
English
2013
1-15
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