Thrivent Financial for Lutherans was facing a historic decision that would change the whole company: Should they open up their services to the broader Christian community or stay exclusively Lutheran? As a membership organization, making the choice meant asking all of their customers to place a vote — and with a customer base as large as Thrivent Financial’s, that’s not an easy task.
According to Stacy Eckes-Borys, Thrivent Financial’s Social Media Relationships Manager, this was the first time social media played a role in such a big decision — and the results were fantastic. In her presentation at SocialMedia.org’s BlogWell conference, she explains how they used simple, straightforward social strategies to help educate their audience, encourage customers to vote, and train advocates to share the message.
In this presentation, Stacy also talks about:
- Why giving their customers a place to share their voice is priceless
- How they prepped the team to respond to social media conversations
- What role their employees and local chapters played in spreading word of mouth