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 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 »
By Andy Sernovitz on September 18th, 2014 | 54000Comment on this postAndy%27s+Answers%3A+Who+makes+a+good+social+media+analyst%3F2014-09-18+11%3A40%3A55Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D54000
“If you’re going to hire an analyst, hire the one that’s doing the Sudoku puzzles in the waiting room,” says Jim Sterne of eMetrics Summit. But, he says, it’s not all about the numbers.
In his presentation at SocialMedia.org’s Brands-Only Summit, Jim talks about the human side of social media analytics. He focuses on the role an analyst should play within a company and the qualifications they should have to turn social data into effective business practices.[…] Continue Reading »
Some of the best marketing advice author Jeff Rohrs ever received was from legendary rock musician Bruce Springsteen: “Audience is not brought to you or given to you; it’s something that you fight for.”
Jeff elaborates on this idea in his book, “AUDIENCE.” He believes that Facebook fans, Twitter followers and e-mail subscribers are among the most important assets a company can have.[…] Continue Reading »