Twitter drives $3m sales for Dell

While many businesses are trying to work out how to make money from Twitter, computer maker Dell shows what they have done to validate Twitter as a credible business tool.

Last December, Dell claimed $1 million in sales that the company could directly attribute to their use of Twitter.

Dell offers refurbished laptops, desktops, workstations, servers and storage, and monitors and printers from Dell Outlet in the USA, with its @DellOutlet account on Twitter a primary channel to notify followers of the latest offers.

Yesterday, Dell said that the total value of sales attributable to their presence on Twitter – both refurbished equipment as well as new systems – has now exceeded $3 million.

[…] Since we started back in 2007, we’ve earned more than $2 million in revenue at@DellOutlet, attributed directly to our Twitter activity.

We’ve surpassed $2 million in revenue in terms of Dell Outlet sales, but we’re also seeing that it’s driving interest in new product as well. We’re seeing people come from @DellOutlet on Twitter into the site, and then ultimately decide to purchase a new system from elsewhere on If we factor those new system purchases that come from @DellOutlet, we’re actually eclipsed $3 million in overall sales.

That’s quite a metric, one that shows what you can achieve when your use of Twitter clearly is strategic and integrated into your overall sales, marketing and communication activities.

[…] Deal-hunters are especially attracted to Dell’s Twitter presence. Dell Outlet sells refurbished Dell products at great prices, but inventories fluctuate, making it difficult to know when products are available or on sale. Dell Outlet uses Twitter as a way to message out coupons, clearance events and new arrival information to those looking for Dell technology at a discounted price.

Dell has extended its direct-selling model on Twitter to Dell Outlet online stores in other markets, notably the UK (@DellOutletUK) and Ireland (@DellOutletIE).

[…] But @DellOutlet continues to be the most popular Dell Twitter property. We’ll try to keep it that way by offering a mix of Twitter-exclusive offers, Dell Outlet deals and Outlet-specific updates and information.

Dell currently has a global team of around 40 employees whose roles include engaging with customers and others interested in Dell via Twitter.

Earlier this month, I had a conversation with Richard Binhammer, a senior communicator at Dell’s US headquarters, and Kerry Bridge, Head of Digital Media Communications, EMEA and Global Public Sector at Dell’s UK office, about the company’s use of Twitter.

That conversation will be published as an FIR Interview podcast soon.