About the author: Andy Sernovitz | SmartBlogs
Andy Sernovitz is author of “Word of Mouth Marketing” and the word of mouth marketing blog/newsletter “Damn, I Wish I’d Thought of That.” Andy teaches Word of Mouth Marketing at Northwestern and the Word of Mouth Marketing Crash Course.
By Andy Sernovitz on February 20th, 2014 | 49465Comment on this postAndy%27s+Answers%3A+Why+Sanofi+U.S.%27+social+strategy+focuses+on+life%2C+not+diabetes2014-02-20+12%3A27%3A01Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D49465
Retirement, college, marriage, and other important life changes are a big deal already. Add diabetes and you’ve got even more challenges most people don’t see coming. Laura Kolodjeski, director of patient insight for Sanofi U.S., says these surprises leave diabetes patients needing help in the moment. That’s where their project, The DX, comes to the rescue.
By Andy Sernovitz on February 13th, 2014 | 492761 comment on this postAndy%27s+Answers%3A+How+Reebok+finds+the+right+social+media+influencers2014-02-13+12%3A34%3A14Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D49276
When you’re looking for your brand’s social media influencers, it’s easy to get caught up in the numbers. You might think more followers means more influence, but in reality, it’s about much more than that.
According to Ben Cobb, global content and community manager for Reebok, there are lots of ways to create an influencer program, but to find the right influencers, you have to focus on what and who you’re trying to influence.[…] Continue Reading »
By Andy Sernovitz on February 6th, 2014 | 49066Comment on this postAndy%27s+Answers%3A+How+Hilton+Worldwide+wows+guests+with+its+social+customer+service2014-02-06+12%3A36%3A18Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D49066
Those comfortable beds, big TVs and fancy pools? They’re not just in nice hotels anymore. According to Hilton Worldwide Director of Social Media Planning Vanessa Sain-Dieguez, with people’s homes becoming more like destinations, it’s not enough to compete with luxury features — hotels have to deliver amazing service.
One way Hilton Worldwide is doing it is through social media customer service that’s so proactive that one customer called it scary.[…] Continue Reading »
By Andy Sernovitz on January 30th, 2014 | 489121 comment on this postAndy%27s+Answers%3A+How+Keurig+earns+its+customers%27+love2014-01-30+14%3A03%3A13Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D48912
One morning, an entire neighborhood in New York woke up with brand new Keurig brewers on their doorsteps. It wasn’t because they won a contest or because they asked for them — it was all a part of Keurig’s surprise and delight mission they carried out in L.A. and Miami.
According to Crystal King, Keurig’s social media manager, giving away brewers is just one way they earn loyal fans and word of mouth (like the 1,000 social media posts and 3 million impressions they earned from this campaign).[…] Continue Reading »
By Andy Sernovitz on January 23rd, 2014 | 487151 comment on this postAndy%27s+Answers%3A+How+Dunkin%27+Donuts+learned+to+celebrate+its+fans2014-01-23+12%3A25%3A40Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D48715
“If someone is going to get a tattoo of your brand, you should figure out a way to celebrate them,” says Jessica Gioglio, social media manager for Dunkin’ Donuts. According to Jessica, their celebratory strategy was inspired by a Facebook fan who sent them a photo of her Dunkin’ tattoo.
In her presentation at SocialMedia.org’s BlogWell conference, Jessica shares how a fan-centric approach has helped Dunkin’ Donuts earn customer loyalty, create fun content, and keep the conversation going.[…] Continue Reading »