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 October 15th, 2012 | 318701 comment on this postAndy%27s+Answers%3A+How+American+Family+Insurance+added+Pinterest+to+its+social+media+toolbox2012-10-15+18%3A20%3A49Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D31870
American Family Insurance has 17 consumer-facing social media presences. While this might seem like a lot, Michelle Wingate, the company’s social media manager, acknowledged that this is small compared with some companies that have 200 to 300 distinct presences. That’s the reason when American Family Insurance was considering Pinterest, an emerging social media platform, it wanted to make sure the network was worth the company’s time.[…] Continue Reading »
By Andy Sernovitz on October 5th, 2012 | 31264Comment on this postAndy%27s+Answers%3A+How+Reebok+consolidated+hundreds+of+social+media+accounts2012-10-05+11%3A18%3A36Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D31264
Reebok’s initial social media experiments began like most brands: focused on one-off campaigns and product launches. But in the past couple of years, the company has shifted to a more holistic, long-term strategy focused on using social tools to build the brand.
But this wasn’t an easy shift. Reebok’s Tyler Bahl and Angela Scibelli began this project with a brand audit and discovered 225 Facebook pages, 100 YouTube channels and 30 Twitter accounts.[…] Continue Reading »
By Andy Sernovitz on August 30th, 2012 | 29616Comment on this postAndy%27s+Answers%3A+How+3M+is+integrating+the+voice+of+the+customer+into+everything+it+does2012-08-30+14%3A12%3A45Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D29616
3M doesn’t look at social media as a new thing. For 100 years, the company has been working with customers to collaborate and create products. Social only offers the company more tools with which to do it.
But that doesn’t mean 3M isn’t aggressively exploring ways to use these tools to integrate the customer voice even more into the business.[…] Continue Reading »
By Andy Sernovitz on August 23rd, 2012 | 292692 comments on this postAndy%27s+Answers%3A+How+Kraft+Foods+is+using+social+TV+to+get+fans+talking2012-08-23+16%3A22%3A38Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D29269
At SocialMedia.org’s recent BlogWell conference, Kraft Foods’ Beth Reilly started her presentation with some impressive numbers: More than 86% of mobile Internet users surf the Web while watching TV, and almost half of tablet users visit social networks while watching TV, with 45% doing so during commercials.
Reilly also cited a Time Warner study that found that viewers who interacted with social media on a second screen during programming were more engaged than those who didn’t.[…] Continue Reading »
Fundamentally, FedEx thinks social media is more than a channel or a fad. The company created the Center of Excellence, which includes representatives organizationwide. Together, they collaborate on social goals and strategies.
This group focuses on five pillars: governance (guidelines and education), conversations (conversations the group wants to have), channels (technology and tools), voice of the customer (listening, monitoring and analyzing) and knowledge management (driving adoption).[…] Continue Reading »