Dell forms group to turn in-house social listening into a service

12/4/2012 | Advertising Age (tiered subscription model)

Dell is preparing to sell social media consultancy services, putting it up against digital agencies, enterprise-oriented businesses such as Salesforce, and potentially its own agency, WPP's Team Dell. Chief Marketing Officer Karen Quintos says the new group extends from Dell's own social efforts, including a social "listening" center, and aligns with a shift to service offerings. "They want to reposition themselves away from being the PC-based hardware provider into a more strategic business services provider," says Forrester analyst Peter O'Neill.

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