Atul Vohra, VP of marketing for Dell Services, said though Dell is well known, it is "not necessarily associated with services thus far, and that is what the campaign is intended to do." The company is introducing its services division after acquiring Perot Systems last year.
Online, Dell is using Facebook, Twitter, and its Dell.com site to reach media, influencers, and the broader public.
Vohra said that social media and social media interaction have a huge impact on the purchase decisions of IT decision-makers, especially word of mouth. The company also hopes to reinforce its thought leadership position in the technology, healthcare, manufacturing, and government sectors.
Dell is working with AxiCom, which is focusing on media relations, and Public Strategies, which is reaching out to influencers and the federal government in Washington.