Like in any relationship, to get your customers to love you and want to talk about you, you have to listen to them first. But it’s more complicated than just tracking what people say about your company. According to Kathleen Fetters, First Republic Bank’s Social Media Intelligence Executive, getting the most out of listening means…
Tag Archives: social listening
Video: How First Republic Bank makes business better by listening to their customers
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Video: How Hallmark turned around negative word of mouth when Jingle “lost his bark”
If you searched Google for Hallmark’s Jingle puppy after Christmas 2013, you’d find 2.5 star reviews on the first page of results, angry rants about it on Facebook, 20 scathing reviews on Amazon, and crying kids in YouTube videos. Woah, how did this all happen? According to Camille Lauer, Hallmark’s Social Media Manager, it’s all…
Video: Why Wendy’s focuses on what the customer wants for word of mouth
Brandon Rhoten, Wendy’s Director of Digital and Social Media, says their number-one rule for voice and tone in social media is to talk to people how, when, and where they want. What does that mean? As he explains in his presentation at SocialMedia.org’s Brands-Only Summit, it means letting your customer set the tone for the…
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Video: How Nissan connects negative online word of mouth to real-world solutions
When your customers complain about your stuff, you do everything you can to fix it. But how long does it take for that complaint to get to you in the first place? For huge companies like Nissan, it’s even harder to gather all of the incoming complaints and get them to the right person to…
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Video: How Johnson & Johnson gets to know their customers before they start conversations
According to Johnson & Johnson Director of Corporate Social Media, Devon Eyer, their social media strategy used to be about “planting flags:” staking their claim to a Facebook page, a Twitter handle, a blog presence, and broadcasting their messages there. But now, she says the company takes a much more customer-centered approach — one focused…
Video: How Sanofi US actively listens for their word of mouth topics
Pharmaceutical company Sanofi US made a decision five years ago to ditch the usual promotional approach lots of companies fall into in social media. It was a decision to make their patients’ interests first — to talk about stuff that mattered to them, not to the pharma company. That’s why they created The DX, a…
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Video: How Thrivent Financial made their customers’ voices louder
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…
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Video: How HSN goes beyond the TV to build buzz
It’s no secret that people don’t just watch TV anymore. Their attention is divided between the big screen in front of the couch and the small screens in their hands and in their laps. But according to OVP of Emerging Media Marketing Maggie Hatfield, HSN wasn’t going to get lost in this attention gap. Instead,…
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