Archive for andysernovitz SmartBlogs
By Andy Sernovitz on February 5th, 2015 | 56918Comment on this postAndy%27s+Answers%3A+How+Wendy%27s+embraced+digital+and+social+media+marketing2015-02-05+19%3A37%3A41Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D56918
“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:
- Headlines: Use external press — both the good and the bad.
By Andy Sernovitz on January 29th, 2015 | 56739Comment on this postAndy%27s+Answers%3A+How+REI+created+a+sustainable%2C+user-generated+content+resource2015-01-29+11%3A45%3A19Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D56739
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 »
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 April 24th, 2014 | 507021 comment on this postAndy%27s+Answers%3A+How+UnitedHealth+Group+does+social+outreach+in+a+highly+regulated+industry2014-04-24+11%3A00%3A28Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D50702
It’s hard out there in social media for regulated industries like healthcare. UnitedHealth Group for example, has to carefully craft their responses to customers in social media to comply with legal requirements.
According to Rachel Medina, their senior communications specialist, they’re making progress with reaching customers despite these strict rules. In her presentation at SocialMedia.org‘s BlogWell conference, she explains it’s all a part of following HIPAA regulations while trying to do more for their customers in social media.[…] Continue Reading »
By Andy Sernovitz on April 17th, 2014 | 50699Comment on this postAndy%27s+Answers%3A+How+%28and+why%29+to+make+a+habit+of+disclosure+in+social+media2014-04-17+11%3A00%3A29Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D50699
Since the FTC updated their social media guidelines last year, a lot of social marketers have a lot of questions about staying legal. The bottom line: It all comes down to proper disclosure.
In his presentation at SocialMedia.org‘s BlogWell conference, Andy Sernovitz explains why paying for social media coverage makes a sticky situation that requires the right kind of disclosure.[…] Continue Reading »