Social Success Stories - Amazon Web Services

More documents

Recommendations

Info

Social Success Stories Marketing Lessons from Industry Leaders Leading Retail Twitter Brand: Whole Foods (cont.) Cus:tomer s:ervice Whole Foods practices excellent customer service on Twitter, always interacting with their customers – fixing compliants, chatting about food and just generally acting as a friend. Frequently: us:ed has:htags: Whole Foods commits to a hashtag for the duration of a contest or promotion. For most of June, they used #WFMfish nearly exclusively for their Fishmonger Face-Off competition, and #WFMdish for fish recipes. The Fishmonger Face- Off “will highlight its fishmongers who work daily to help educate shoppers about responsibly-caught seafood choices and cooking tips.” Before that, they used #Foodiechats. Webs:ite Integration The website includes social links, but does not integrate a social feed. They also include a page dedicated to helping hungry and interested fans find all official accounts. Whole Foods syncs with Facebook, Twitter and Pinterest to allow users to share recipes with their social networks. How Social Leads: to Revenue Whole Foods has chosen to focus on the ingredients that make food great. By doing this, they are associating their brand with those ingredients, so the next time their customer is in the mood for an heirloom tomato and basil salad, they will think of Whole Foods. 8
Social Success Stories Marketing Lessons from Industry Leaders Key Takeaways/Best Practices for Retail Brands 1. Know Your Audience! – We cannot stress this enough. As Converse’s chief marketing officer, Geoff Cottrill, says their success can be attributed to letting the fans lead and “acting like a party guest.” Listen to your followers; let them post on your wall. Study how your competitors interact with them. Capitalize on opportunities that align your brand with your customer’s other interests – like Converse and music. Converse has seen success from being flexible and relevant and adding to the conversation where possible. 2. Offer Exclus:ive Content – Your fans are important. Make that clear. Offer them exclusive content, sneak peaks at new products, or, as Converse did, a free download of a new song. Give your fans a reason to pay attention to your News Feed. What can you offer them? How can you be helpful? 3. Tell a Story: with Photos: – Create albums and photo-sharing contests that motivate your users to showcase their usage of your product or service. 4. Develop Continuity: – Although only one person posts for Whole Foods at a time, that person is not identified by name on the account. Rather, Whole Foods focuses on strengthening their brand, which keeps professionalism high and grants continuity in case a different person steps in. Any loyalty remains with Whole Foods and not the account’s author. 5. It’s: not a 9-5 – The current author behind the Whole Foods voice, Michael Bepko, spends a third of his day on Twitter, but often checks it during off hours and weekends. Customers always have complaints or queries that need to be answered. Without a high level of commitment, the brand could face frustrated fans. 6. Get Local – While the main Whole Foods Twitter account is ideal for answering general complaints, it may not help a local store visitor with a timely question. Many of the individual stores have their own Twitter accounts manned by store employees. This allows for more targeted interactions, as well as local promotions, and relationship-building with local stores. 9
Page 1 and 2: Social Success Stories Marketing Le
Page 5 and 6: PROFILE ELEMENTS CONTENT Social Suc
Page 7: PROFILE ELEMENTS CONTENT Social Suc
Page 19 and 20: PROFILE ELEMENTS Social Success Sto
Page 23: Social Success Stories Marketing Le

Social Success Stories - Amazon Web Services

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?