By Andy Sernovitz on September 12th, 2013 | 45929Comment on this postAndy%27s+Answers%3A+How+Honda+created+a+love+affair+with+its+fans2013-09-12+10%3A36%3A27Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D45929
Customer dedication and devotion are essential to any company’s bottom line. Surprising and delighting those fans who are devoted to your brand is just as important as responding to negative feedback. Honda decided to take its customers’ positive feedback and energize its fan-base with the “Honda Loves You Back” campaign.
Alicia Jones, national manager of Honda and Acura social marketing, says that it’s important to love your fans back and let them know that you are listening to them. She discusses how sharing customers’ stories and communicating them in an unique way has helped strengthen brand loyalty and the company’s commitment to its customers.
- Reciprocate the love: Honda understood the importance of its fan’s love and loyalty to its brand and chose to showcase this buzz by loving them back. They offered fans and customers free massages, car washes and customized responses — and even celebrated holidays with them.
By Andy Sernovitz on September 5th, 2013 | 457321 comment on this postAndy%27s+Answers%3A+How+Sonic+manages+multiple+agencies+in+their+social+approach2013-09-05+10%3A26%3A37Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D45732
According to Sonic Drive-In’s director of digital communications and social media, Christi Woodworth, working with multiple agencies can sometimes mean having “too many cooks in the kitchen.”
In her presentation at SocialMedia.org’s BlogWell conference in Chicago, Christi outlines how Sonic has fine-tuned the way they work with all of their different agencies. By giving her collaborators a chance at bonus projects, she managed to inspire newfound creativity in addition to their usual workflow.
Christi offers a look at Sonic’s decision to give their various teams some room to run, as well as how it paid off big when it came to selecting the best creative ideas to work with.
A few key points from Christi’s presentation:
- Fill your roster with specialists (who happen to be good at other stuff too): According to Christi, no one agency can really be the best at everything. She says instead of choosing one “catch-all” agency, Sonic’s team includes a PR group, a digital agency, and a field team, who all know the other sides of the business, too.
By Andy Sernovitz on August 29th, 2013 | 456541 comment on this postAndy%27s+Answers%3A+How+McCormick+launched+their+new+brand+with+help+from+their+fans2013-08-29+11%3A05%3A43Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D45654
Launching a new brand can be difficult, especially for an already well-known product and company. McCormick has long been in the recipe and food industry (they’ll be celebrating their 125th next year), but they understand the need to innovate when it comes to distinguishing their products from one another.
In order to launch their new McCormick Gourmet brand, they created the McCormick Dinner Party Chain contest and #GoGourmet campaign to reach out to their younger target audience. At SocialMedia.org’s BlogWell conference, McCormick’s senior manager of digital marketing and social media, Jennifer LaFrance, discussed how the company solved their brand’s identity crisis and used their fan’s content and interests to fuel their campaign.
A few big points from Jennifer’s presentation:
- Listen to your audience first: McCormick monitored their target audience for over a year to completely understand who they were speaking to. They discovered their target audience’s interests and passions, outside of gourmet food, to integrate into their Dinner Party campaign.
By Andy Sernovitz on August 22nd, 2013 | 45426Comment on this postAndy%27s+Answers%3A+How+American+Eagle+Outfitters+makes+their+customers+their+marketing2013-08-22+12%3A15%3A46Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D45426
It’s easy to get lost in a sea of sameness when you’re trying to stand out in the denim clothing and teen retail market. American Eagle Outfitters decided to set themselves apart from their competitors and develop their own brand DNA by emphasizing “real people” as the core of their image and brand.
In her presentation at SocialMedia.org’s BlogWell conference, Jamie Simoni shares how American Eagle Outfitters is using Project Live Your Life’s contest campaign to allow real people to drive their marketing and help individualize their brand. Jamie explains how entrants and voters participate by sharing their individual style, passions and talents while also showcasing American Eagle Outfitters’ core tagline: Live your life.
Here are three big takeaways from Jamie’s presentation:
- Showcase your fans: Waves of contestants’ posts and images showed American Eagle’s fan-base is very diverse and unique. By sharing these stories, the company was able to amplify that brand image to their followers and the public as a whole.
By Andy Sernovitz on August 15th, 2013 | 44760Comment on this postAndy%27s+Answers%3A+How+to+find+your+word+of+mouth+topic2013-08-15+07%3A56%3A57Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D44760
Want people to spread the word about your business? You’ll have to start with something to talk about. And while some viral messages come out of nowhere, it helps to evaluate and plan for the word of mouth topic that’s right for you.
Start by asking these questions:
- Are people already talking about it? Before you decide on a word of mouth topic, follow your customers’ conversations. What are they saying in your feedback forms, on forums, and on your Facebook page? You may discover your fans care a lot about a topic you didn’t think of before.
- Would a high-schooler tell anyone about it? If you told a teenager, your cousin, or anyone else who’s not involved, would they tell anyone else? Even a glimmer of interest means you’re onto something good. Ask this question with every new campaign. If the answer’s “no,” try something else.
- Is it portable? Even the best word of mouth topics get left behind if they’re too complicated or too long to share.