Archive for USAA SmartBlogs

This year, I watched Genevieve Mazzeo of ConAgra Foods give a presentation about how her company is creating community around brands such as Slim Jim. I remember being surprised to learn that more than 400,000 people were part of that brand’s Facebook community — and even more amazed to learn that posts on the brand’s Facebook wall routinely draw hundreds of responses.[…] Continue Reading »

USAA — a major financial services company targeting the military and their families — has long been focused on fostering a sense of community between their members. Because the brand was so invested in word of mouth, moving into social media (or, as they sold it internally, “electronic word of mouth”) wasn’t such a stretch.

In her presentation at BlogWell in San Diego, USAA’s Rhonda Crawford outlined how they’re working to expand this sense of community online via social media.[…] Continue Reading »