Video: How Cabela's joined their customers' conversations in social media

According to Adam Buchanan, Cabela’s Social Media Manager, your customers’ content is better than yours. What does he mean by that? The photos they share, the stories they tell, and their feedback is so much more authentic and remarkable than anything an agency could try to recreate with your stuff.

The problem: Cabela’s didn’t have the staff to handle and respond to all of the content their customers shared with them on social media. In fact, they were only responding to about one-third of it. That’s a lot of wasted word of mouth opportunities.

In his presentation at’s Member Meeting, Adam explains how he empowered Cabela’s retail employees to keep those word of mouth conversations going. Now, they respond to over 90 percent of incoming posts and have had some remarkable interactions with their fans.

He also shares:

  • Why he broke the rules to bring retail employees onto the social team
  • What three things they needed to fall back in love with their customers
  • How a Twitter conversation about a Dora fishing pole earned them a big fan

Watch the full presentation below:

Cabela’s: Fall in love with customers on social, presented by Adam Buchanan from on Vimeo.

Download Adam’s slides here.


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  1. Edwin

    Give your customer the microphone. Customer created content is the ultimate in social media.

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