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 SocialMedia.org’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:
Download Adam’s slides here.