About the author: Andy Sernovitz | SmartBlogs

Andy Sernovitz 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.

With an audience size on social that rivals some media outlets they pay to advertise, EA’s David Tinson says it makes sense for the brand to become a media company. As the senior VP of global communications, David says his job is to help create a newsroom that’s centered around an opportunity to connect with customers.

In his presentation at SocialMedia.org’s Member Meeting, David shares how they created an internal structure to support listening, content creation and distribution for EA’s media.[…] Continue Reading »

As the top-selling sedan in America for 13 years in a row, Toyota’s Camry had a problem: Its popularity earned it a reputation for being boring. So with the Camry’s “bold new” redesign, Toyota’s social team developed a campaign to change the conversation.

In her presentation at SocialMedia.org’s Member Meeting, Toyota Director of Social Media Monica Peterson shares the steps they took to launch the new Camry in social and change their audience’s perceptions.[…] Continue Reading »

“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:

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 »

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 »