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 December 5th, 2013 | 47896Comment on this postAndy%27s+Answers%3A+How+social+media+gave+Thrivent+Financial+customers+a+voice2013-12-05+12%3A00%3A37Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D47896
Thrivent Financial for Lutherans is a business built for social media — they listen to their customers to make big decisions. According to Social Media Relationships Manager Stacy Eckes-Borys, their customers, or members, own the company.
So when they were considering expanding their exclusively Lutheran membership base to the broader Christian community for the first time, they asked their customers to make the vote.[…] Continue Reading »
By Andy Sernovitz on November 21st, 2013 | 477141 comment on this postAndy%27s+Answers%3A+How+Xerox+is+stepping+out+from+behind+the+copier+with+social+content2013-11-21+12%3A18%3A12Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D47714
When your company is so famous for something that its name becomes a verb (think Google and searching, Windex and window cleaning), you’ve done branding right. But what if you want to expand that brand beyond the stuff you’re famous for? That’s the blessing and curse Xerox faces as the king of copier machines branches out into business services such as managing health care plans.[…] Continue Reading »
By Andy Sernovitz on November 14th, 2013 | 47554Comment on this postAndy%27s+Answers%3A+Why+Coca-Cola+is+telling+their+own+stories2013-11-14+12%3A00%3A10Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D47554
When you think of Coca-Cola, you probably think of a lot more than just a brown, fizzy drink (soda, pop, Coke, whatever you call it where you’re from). Instead, you think of their branding — you know, a vintage Santa drinking out of a glass bottle, the polar bear family, “I’d like to give the world a Coke” type of stuff.[…] Continue Reading »
By Andy Sernovitz on October 17th, 2013 | 46724Comment on this postAndy%27s+Answers%3A+How+UCB+Pharma+creates+a+social+strategy+around+their+customers2013-10-17+11%3A15%3A10Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D46724
If you’re wondering what a pharmaceutical company is doing in social media, you’re not alone. Regulation, corporate culture and touchy subject matters kept UCB Pharma from completely engaging on Facebook and Twitter until this year. But according to Social Media Manager Greg Cohen, the company’s presence in social serves an important purpose: telling their customers’ stories.[…] Continue Reading »
By Andy Sernovitz on October 10th, 2013 | 46642Comment on this postAndy%27s+Answers%3A+How+Whole+Foods+balances+local+and+national+social+strategies2013-10-10+14%3A09%3A56Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D46642
Whole Foods Market gives a lot of power to its local stores, from choosing which products to offer to deciding on the kinds of sales to have. So it makes sense that they also give their local stores some decision-making power in social media. In fact, the reason Whole Foods Market has local social media is because its stores asked for it.[…] Continue Reading »