How the Big Boys Chase Innovation

Dell's goal for the future is to change the conversation from transactional to conversational, said Tarleton. That means building up content that adds value for customers, and allows them to interact with each other.

Last Thoughts
Here are some final thoughts from the panelists offered in a brief Q&A session:

• Customers' propensity to buy is moving closer to holidays/events, said Siegel. Therefore, make sure you have operational support in place for quicker deliveries.
• You have to fail sometimes to move forward, said Mosiniak in regards to Best Buy's philosophy on innovation.
• To measure the ROI of a Twitter campaign, set a promo code and then measure the number of sales with that promo code, Siegel said.
• Set expectations, then be transparent with your results to customers, said Tarleton on social media marketing.