Yes, there's a much bigger story here on how brands are dealing with the IP of agencies, but I wanted to give Dell a simple answer to the question that surrounded a full day program that included the likes of Bob Greenberg of Interpublic Group's R/GA, Jack Klues of Publicis Groupe and Sean Finnegan of Omnicom to discuss "how to drive positive word-of-mouth in the digital world," as a Dell blogger put it.
The way to drive positive WOM in the digital world is exactly the same as it was in the analogue world. Make a great product, treat your customers and your employees well. You want people to talk about you, give them an authentic reason to talk about you. Everything else is just tactics. I’ll be no one at their agency confab told them that!
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