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 5th, 2015 | 56918Comment on this postAndy%27s+Answers%3A+How+Wendy%27s+embraced+digital+and+social+media+marketing2015-02-05+19%3A37%3A41Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D56918
“Convincing a large organization to change what it’s been doing very successfully for decades can be a bit of a struggle,” says Brandon Rhoten, Wendy’s Director of Digital and Social Media in his presentation at our SocialMedia.org Brands-Only Summit.
He explains that with a heavy focus on TV commercials for over 50 years, Wendy’s was very comfortable with traditional advertising — and getting the company on board with social media took three things:
- Headlines: Use external press — both the good and the bad.
By Andy Sernovitz on January 29th, 2015 | 56739Comment on this postAndy%27s+Answers%3A+How+REI+created+a+sustainable%2C+user-generated+content+resource2015-01-29+11%3A45%3A19Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D56739
Everyone goes through what Lulu Gephart, REI’s manager of social and earned media, calls “content deserts.” There aren’t any campaigns or promotions going on, you’ve got nothing from your creative department, and finding something compelling to post is difficult. But, Lulu explains, at REI, they’ve developed a hashtag strategy that’s helped them capture user-generated content to use for the long haul.[…] Continue Reading »
By Andy Sernovitz on January 15th, 2015 | 56415Comment on this postAndy%27s+Answers%3A+How+Cabela%27s+broke+the+rules+to+bring+back+social+customer+service2015-01-15+20%3A01%3A39Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D56415
Cabela’s social media response plan was a mess: Someone posts a complaint, the social media manager takes a screenshot, e-mails it to the customer care team, the customer care team tries to find the customer in their database (and most often they don’t), then 72 hours later, the social media manager responds.
That social customer service system left two-thirds of their customers’ posts unanswered and a lot of people unhappy.[…] Continue Reading »
By Andy Sernovitz on January 8th, 2015 | 56183Comment on this postAndy%27s+Answers%3A+Olive+Garden%27s+5+steps+to+turn+around+their+social+customer+service2015-01-08+11%3A34%3A39Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D56183
About a year ago, if you posted a question, complaint or compliment on one of Olive Garden’s social pages, you’d probably be ignored. According to Justin Sikora, Darden director of public relations and social media, it’s not that they didn’t care — just that they weren’t staffed to care.
With a third-party agency creating promotions and campaigns for Olive Garden’s social presence, they were prepared to push messaging, not help customers.[…] Continue Reading »
By Andy Sernovitz on October 9th, 2014 | 54437Comment on this postAndy%27s+Answers%3A+How+Johnson+%26+Johnson+turns+social+media+influencers+into+brand+advocates2014-10-09+11%3A09%3A12Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D54437
“Who ‘likes’ ya, baby?” asks Devon Eyer in her recent presentation at SocialMedia.org’s Brands-Only Summit. In her talk, Johnson & Johnson’s director of corporate communications for social media explains how they improved their corporate reputation by engaging with the right social advocates.
Their influencer strategy is all about finding the people who like their brand and giving them the means to spread the word.[…] Continue Reading »