By Andy Sernovitz on September 4th, 2014 | 53524Comment on this postAndy%27s+Answers%3A+Why+Whole+Foods+looks+to+its+customers+for+its+Pinterest+strategy2014-09-04+11%3A05%3A05Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D53524
Natanya Anderson, director of social media and digital marketing at Whole Foods Market, says Pinterest creates a lot of great opportunities for brands. For Whole Foods, it drives a ton of traffic to their website, creates almost 11 times as much as engagement with their followers than Twitter, and it’s a great platform for working with influencers.
- Philosophy: Natanya calls Whole Foods’ approach to Pinterest “Lifestyle-Centric Curation.” It’s all about collecting the best and most customer-relevant ideas on the Internet and bringing them together onto one inspirational board.
- Strategy: Whole Foods aims to create images people will share, like a graphic on brining or a recipe card for potato salad. They also reach out to big Pinterest influencers to reach a bigger audience.
- Accountability: Natanya says measurement is essential to a successful Pinterest strategy.
By Andy Sernovitz on August 21st, 2014 | 53394Comment on this postAndy%27s+Answers%3A+Why+social+media+requires+%22extreme+trust%222014-08-21+11%3A15%3A33Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D53394
In today’s socially connected world, it isn’t enough to just do the right thing. You have to proactively give people a reason to have confidence in your brand. That’s why Don Peppers, co-author of “Extreme Trust: Honesty as a Competitive Advantage,” says brands have to focus on the quality of their customer experience.
In his presentation at SocialMedia.org’s Brands-Only Summit, Peppers talks about making transparency a priority for social media managers. He says with the way word travels through social media, the slightest bit of shadiness can trigger a massive decline in trust.
Here are some other key takeaways from his talk:
- Provide objective advice. While it may seem counterintuitive, Peppers encourages companies to recommend a competitor’s product if they know it will be more suitable than their own. This builds a reputation of credibility and authenticity.
- Your employees want to help. People want to work for a trustworthy brand.
By Andy Sernovitz on August 14th, 2014 | 53281Comment on this postAndy%27s+Answers%3A+Why+marketing+should+start+with+the+customers2014-08-14+11%3A32%3A56Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D53281
Brains on Fire President Robbin Phillips has some tough news for brands: “People don’t want to talk about you.” What they want to talk about is their lives. That’s why it’s so important for brands to understand how to fit into customer passions and interests.
In her presentation at SocialMedia.org’s Brands-Only Summit, Robbin talks about the data-driven mentality that dominates social media marketing. She says that brands are so obsessed with getting on the newest social channels and gaining millions of followers, they forget to prioritize people before numbers. Robbin encourages marketers to focus on customers instead to form deeper connections and spark meaningful engagement.
Here are three key takeaways from her presentation:
- Focus on the people, not the product. When scissors manufacturer Fiskars complained to Robbin about the lack of ways to brand their ordinary merchandise, the team at Brains on Fire encouraged them to think beyond the product.
By Andy Sernovitz on August 7th, 2014 | 53178Comment on this postAndy%27s+Answers%3A+How+brands+use+social+media+for+crisis+management2014-08-07+11%3A00%3A21Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D53178
For Debbie Curtis-Magley, Director of SAP Cross-Cloud Social and Community at Ariba, social channels are great tools for handling company crises. While most brands define social media ROI as “return on investment,” some see it as “rescue of image.”
Here is a quick breakdown:
- Critical crises: Debbie explains that the social media team will most likely be the first to see an issue come up. It’s their job to alert PR, who will act as the company’s main voice.
- Employee misbehavior: Debbie shares the steps for using social to handle these situations: Team members acknowledge the issue, provide the relevant contact information, and listen to feedback.
- Customer chaos: When customer emotions run high, it’s best to prevent any kind of engagement that could tip them overboard. Debbie warns to avoid humor and stay clear of trolls.
By Andy Sernovitz on July 31st, 2014 | 53040Comment on this postAndy%27s+Answers%3A+How+General+Mills+manages+their+social+media+content+strategy2014-07-31+11%3A15%3A10Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D53040
“The world doesn’t need more content,” says Kevin Hunt, corporate social media manager for General Mills. “It needs more interesting content.” But, as he admits, social media content strategy is a bit more complex than that.
In his presentation at SocialMedia.org’s Brands-Only Summit, Kevin gives a quick lesson on the fundamentals of managing a social media content strategy. He discusses General Mills’ methods for sourcing great content, choosing social platforms and developing a program calendar. Here are some key takeaways:
- Use your employees. Sometimes, the best content comes from internal divisions and brands. Kevin suggests identifying employees who can serve as inspiration or contributors for posts.
- Look to the marketplace. Kevin encourages social media managers to brainstorm with client-side departments, like consumer services or sales, for ideas. These people are interacting with customers every day and understand the kind of content they want to see.
- Ask your audience. Don’t know what your customers want to read?