Archive for Blogwell SmartBlogs
By Andy Sernovitz on February 7th, 2013 | 37491Comment on this postAndy%27s+Answers%3A+How+Mattel+kept+Barbie%27s+presidential+buzz+going+after+the+election2013-02-07+13%3A09%3A53Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D37491
Mattel had a clever, timely and inspirational campaign when it put Barbie in for the presidential race. The brand set up news conferences, sponsored events for the White House Project and got the designer who dressed Michelle Obama to make Barbie an outfit. But even with all of these cool details in place, the company faced a deadline that could potentially stop all of the word-of-mouth it had earned: Election Day.[…] Continue Reading »
By Andy Sernovitz on July 23rd, 2012 | 278692 comments on this postAndy%27s+Answers%3A+How+Verizon+is+using+a+customer+community+to+make+better+products2012-07-23+11%3A36%3A32Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D27869
When you make it easy for fans and customers to share ideas, you immediately increase sources of innovation.
Brands such as Starbucks and Dell have shown the power of a community of fans sharing ideas, and Verizon is pioneering it in the communications industry.
At our BlogWell conference in San Francisco, Verizon’s Laurie Shook walked us through how the company created Idea Exchange and offered an in-depth look at how this community helped shape the TV channel guide’s user interface.[…] Continue Reading »
By Andy Sernovitz on June 21st, 2012 | 264003 comments on this postAndy%27s+Answers%3A+How+Farmers+Insurance+helps+agents+use+Facebook+to+drive+ROI2012-06-21+20%3A42%3A37Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D26400
At Farmers Insurance, agents are seen as its competitive advantage. Agents get know policyholders, create relationships with them and are there in times of need.
Farmers’ Ryon Harms was tasked with helping this army of agents extend these real-world relationships to Facebook. The result was a detailed training program that helped agents understand the fundamentals of Facebook, taught them how to create genuine engagement and showed them how to work the tool into their already-busy day.[…] Continue Reading »
By Andy Sernovitz on December 29th, 2011 | 184631 comment on this postAndy%26%23039%3Bs+Answers%3A+How+Deluxe+used+a+social+project+to+reposition+its+brand2011-12-29+10%3A50%3A54Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2Fsocialmedia%2F%3Fp%3D18463
Deluxe is in the middle of a big brand and strategy shift. It is the world’s largest printer of checks, but it is working to become a brand known for products and services that help small businesses expand.
To demonstrate this shift, Deluxe launched Project REV, a yearlong marketing lab in which nine small-business owners were given $5,000 in Deluxe marketing products and services as well as expert consulting.[…] Continue Reading »
By Andy Sernovitz on October 6th, 2011 | 177592 comments on this postAndy%26%23039%3Bs+Answers%3A+How+InterContinental+Hotels%26%23039%3B+fan+community+is+guiding+its+social+strategy2011-10-06+21%3A25%3A05Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2Fsocialmedia%2F%3Fp%3D17759
Fan feedback can be a powerful thing. But when you’re the size of InterContinental Hotels Group, with nine brands operating in 100 countries and serving more than 130 million guests annually, the volume of feedback and conversation can be overwhelming. How do you sort through it all to get to the meaningful, actionable stuff?
In his recent case study at the BlogWell San Francisco conference, IHG’s Nick Ayres walked the audience through how the company created an exclusive fan community that gives the brand amazing feedback and guidance for its social initiatives.[…] Continue Reading »