Zooming in on 'Dell Swarm': the secrets of social commerce

Low Lai Chow

Damien Cummings, Global Social Director of Dell, and Euan Wilcox, Regional Managing Partner of The Upper Storey, spoke at a keynote presentation of ad:tech Singapore 2011.

Zooming in on 'Dell Swarm': the secrets of social commerce

Low Lai Chow

Just because Facebook advertising is all the rage now doesn't mean it will work for all businesses. That was the sentiment of Damien Cummings, Global Social Director of Dell, who spoke at a keynote presentation of ad:tech Singapore 2011.

"It has zero ROI for us," he said, referring to the effectiveness of advertising on Facebook for Dell Swarm, the group-buying platform for bargain hunters instigated by Dell. Instead, he viewed the social networking site as a CRM tool that can propel businesses to social media leadership...

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