Truvia generates 133K views by reaching out to influencers
Influencers marketing is a concept that comes up frequently when talking about social media campaigns. The Truvia brand not only understands the impact of influencer marketing but also the value of User Generated Content (UGC). They reached out to their influencers to help promote their brown sugar blend product. The influencers each made a short video using Truvia’s brown sugar blend. And impressively generated 133K views in a little under two weeks.
You may be wondering, “what’s in it for the rest of their fans?” Truvia is inviting their customers to participate in the Truvia Baking Star Video Contest by submitting their own original baking videos using the brown sugar blend. The videos will then be judged by Truvia’s influencers and the three winners will receive a trip to NYC for a live bake off!
Starbucks emphasizes community in 28 locations around the world
Starbucks, with the help of ad agency 72andSunny created Meet me at Starbucks; a mini documentary filmed in 28 countries over one day about the Starbucks’ community. This film takes you from New York to Paris and gives you a heart-felt glimpse into the lives of people that go to Starbucks to be together. In the words of Starbucks, “It’s never been just about the coffee.” We love brands that strive to create communities of passionate consumers and Starbucks achieved just that.
BelVita launches Twitter campaign: #MorningWin
BelVita’s newest Twitter campaign, Morning Swag Shop, was initiated as an attempt to boost sales of their soft baked biscuit. They prompted the Twitter followers to use the #MorningWin hashtag for a chance to win swag. This campaign is a great way to promote brand awareness and is great growth campaign with stats to show. Morning Swag Shop has boasted more than 748 million impressions, created by 1,600 pieces of content!
That wraps up the week’s inspiration. What did you think of these campaigns?
You can find the original post here on Klout's blog.
... View more
The social media landscape continues to develop by the minute. According to MediaBistro, 88% of brands are now using social media in innovative ways to engage their current and potential customers. Learning from other brands’ social marketing programs can help marketers push their own creative boundaries and take their social engagement to the next level.
We are excited to kick off a weekly series where we will be highlighting examples of innovative social marketing campaigns that we love. Look for them on Monday morning going forward, while you drink your coffee to spark your creativity for the week!
For our first post, we wanted to showcase a few companies that we think are scoring big.
Dr. Pepper is giving away $1 Million in tuition
Dr. Pepper has started a User Generated Content campaign awarding students over $1 Million in tuition. Students can nominate each other or share their one-of-a-kind goals and what they dream to achieve. Examples span from inspiring others to, finding cures through research. Dr. Pepper then takes it to the crowd by allowing anyone to vote for the young adults whom they think most deserve it.
Doritos is calling on all creative minds to showcase their ads in the Super Bowl XLIX
Dorito’s Crash the Super Bowl campaign is an oldie, but a goodie. And given that the competition closes in just under 40 days we thought we should highlight it now so you can watch along. This campaign has been so successful that Doritos’ is in the ninth year of asking its fans to create 30 second ads for the Super Bowl. Last year, the USA TODAY Ad Meter voted one of the Doritos’ ads as the second best out of all 2014 Super Bowl commercial.
10 finalists will be showcased at the Super Bowl XLIX and the winner will win not only $1 Million but also their dream job at Universal Studios. Like Dr. Pepper, the 10 finalists will be filtered out by votes from others around the world who will eventually determine the final winner.
Pop-Tarts uses Vine to promote their delicious breakfast snacks
Pop-Tarts has been creating clever Vine posts to highlight their brand. The Vines are short and sweet allowing them to entertain their fans and keep them clicking further than their Twitter stream. This one is our favorite:
That wraps up our first part of this week’s social inspiration. Tune in this Thursday for part 2, and every Monday going forward for your dose of weekly social inspiration.
If there are other great examples you’d like featured, comment below and let us know.
You can find the original post here on Klout's blog.
... View more
Cost savings to business is like milk to a baby...important. There is no use spending money where you don’t have to and one way companies have started saving is by reducing, or eliminating, their need for call centers setting themselves to be Support Savings MVPs.
Telefonica, who was the winner of this Lithy submission, showed us the importance of community in saving them money. Their customers are thrilled to be participating in the community discussions and connected with service providers who are giving them excellent customer support. The Telefonica community boasts a Net Promoter Score of 76% in response to the question “would you recommend us to your friends and family?” A Customer Satisfaction Index of customers attended in the Community of 9.1 and a Community Health Index, which was stable over 700 during the last year.
Telefonica figured out that in order to maximize their effectiveness in the community and deflect their calls from call centers. As a result, they received 15.2M visits to their community and avoided 5M calls, which amounted to €10 million in savings in 2013.
The key to being a support savings MVP is to first have tangible results. While it might be tempting to set the bar high it’s also important to keep your goals realistic. With that you are on your way to saving trillions.
Imagine you were a super-company that could actively engage, build trust, drive better results and have tangible ROI.
We think you are not too far away!
First and foremost there needs to be a place to engage. Where fans and customers can talk to each other and form a community. Once you have a community you need to water it. Help it grow by engaging with the members and feeding them valuable content that speaks to their interests. You can’t expect them to share things that aren’t relevant, so take the time to become intimate and learn what drives them.
By focusing on your customers you build their trust and help to build brand advocacy. By driving engagement, you will create super fans that help elevate your brand to a whole new level.
To have a truly thriving business model centered in customer satisfaction and engagement, there needs to be a fluid strategy. The strategy cannot just involve digital for example. Rather it needs to stem from services to product to sales and so forth. Everyone has to be onboard.
Once all of the pieces are set to play you can start measuring your results. With a whole organization dedicated to providing excellent customer care, you will be able to measure and have tangible ROI and an all around more successful business.
... View more
Cross-functional collaboration is essential for businesses; allowing them to act as a single unit with all of their pieces working together. If you remember back to one of our first sections, Daren Choo from StarHub said, “The best way to make your fans happy? Give them what they want.” Fans and customers want quick response times to their problems 24/7. So for a business, timeliness and effectiveness are key in becoming an Organizational Game Changer.
MoneyGram saw the importance in decreasing their response times and streamlining their customer support process. MoneyGram brought the organization together by combining their customer support channel with their global contact center to resolve issues more efficiently. This cross-functional collaboration established a new methodology within the company to focus on improving customer support. In doing so, MoneyGram turned what was previously customer dissatisfaction into brand advocacy by placing significance on a customers’ request for help and answering them as quickly and effectively as possible.
Christina Martin, Vice President of Digital Marketing for MoneyGram says, “It would be difficult to overstate how game-changing MoneyGram’s efforts to improve our customer experience has been for our organization, both globally and locally.” MoneyGram was able to change the way they looked at social media, which led to new business opportunities and an evolution of their company.
Comcast, the winner of this Lithy, is another example of how a brand can “renovate” their company to integrate social into their broader operations model. Comcast’s Digital Media Outreach Team has it figured out by encompassing technology, operations, and support from all levels of the organization.
Comcast uses three different elements- Lithium Social Web (LSW), Community and their Social Operations Center- to provide timely and effective responses to their customers.
They use LSW in order to develop a “singular, seamless workflow.” They currently have four organizations using LSW for proper engagement.
Comcast uses their community, which is also fully integrated into LSW to involve everyone in the conversation. It also allows for Superfans to assist with peer-to-peer engagement.
Their Social Operations Center provides real-time volume, operations and social feeds and was designed to be an early warning mechanism during the Olympics for expedited problem solving.
Being able to align different departments across social is no easy task. But while difficult, it is definitely a game changer. By having a cohesive team dedicated to social support and customer support, it can be hugely effective in increasing customer satisfaction and reducing costs due to call-centers as we will se in the next section.
... View more
We recently hosted a webcast on what customers expect from brands with Forrester’s Kate Leggett and Lithium’s Katy Keim (@katykeim). Together, they shared their thoughts on the customer service landscape and what brands need to do to succeed with their customers.
Kate kicked off the session by sharing how the landscape has changed, in the last century we’ve moved from the age of manufacturing through the information age to the age of the customer. What does that mean? It means, your customers now expect experiences to be effortless – productive, pain free, proactive, and personalized. Yet, Forrester reports that only 11% of brands deliver excellent service.
Where are the problem areas?
Channels that allow customers to communicate with the brand are exploding – chat, email, telephone, virtual agent, Twitter, Facebook, communities, FAQ…
Companies are siloed, and customer information is not shared across teams – internal teams are not working together to deliver for the consumer.
Inability to support customers through their end-to-end journey, according to Forrester, more than half of consumers will abandon a purchase if they can’t quickly find an answer.
How do you solve these problems?
You know your customers are on social media, so you have to figure out how to communicate with them where they are – Facebook, Twitter, Google+, forums. Lithium Social Web (LSW) gives you the power to engage and respond with your customers wherever it is that they prefer to communicate. It puts you where they are, answering the exploding channels problem.
If you understand your customer, you’re one step closer to delivering on their expectations. Understanding your customers comes by listening, remembering what they tell you, and analyzing previous interactions. Making information available across the company is one way to solve the customer information deficient during a consumer’s journey. Remove your siloes, listen to your customers, make sure you’re sharing customer information across teams, and empower your customer facing employees – you’ll see your company transform into one that is customer obsessed.
In addition, give your customers a place to get to know you. Successful brands such as Skype, Sephora, and Autodesk have used Lithium communities to transform company websites into destinations. Destinations complete with robust peer to peer interactions, reviews, and crowd sourced ideas that let these brands know their customer better, and also let customers get to know each other. Online communities can give you an opportunity to harness customer knowledge and passion, increase buyer confidence, and reduce support cost.
All the answers don’t live with the customer service team, it’s important to provide all employees with tools so they can step in at any point of the customer journey. Tools like LSW give your team a workflow engine to accomplish just that. Tools that help employees decide who is best to help the customer, track the progress, and provide metrics on performance give the entire organization the ability to improve customers’ interactions with your brand.
Customers are interacting with brands on social channels far more frequently and expect brands to be there to solve their problems. During the webcast Katy offered a challenge to the attendees, find out exactly how your company rates on social media responsiveness. Just email Lithium at email@example.com and we’ll analyze the data for you and one of your competitors. Nothing to lose…but lots to learn about the type of social customer service you’re delivering.
It was a webcast full of statistics and real world examples. Kate and Katy laid it out clearly, customers expect brands to answer their issues quickly.
If you would like to view the webcast on-demand, you can do it here. You can also check out the full Forrester report here.
Finally, remember if your customers are not getting the service they expect, they will abandon you.
... View more