integrate social learning to help your organization become more consumer-focused, presented by...
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SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014
Integrate social learning tohelp your organization becomemore consumer-focused
CAMILLE LAUERHALLMARK
Hallmark Case Study Integrate social learning to help your organization
become more consumer focused.
SocialMedia.org Summit - 10.28.14
“There's too much talking & not enough listening & learning in Social today.
Instead focus on customer experience.”
- B r i a n So l i s
Measurement
Monitoring & Response
Ideas & Inspiration
Hallmark brand & campaigns.
Primary platforms (and sometimes )
Unbranded social listening – starting with hypothesis or theme.
“Social Listening” role lives within Consumer Understanding & Insights Department (a.k.a. Research)
Hallmark is 104 years old.
The phrase “when you care enough to send the very best” was coined 70 years ago.
Background
50 vocal consumers across social media
+
Lesson: Risk is defined externally
in a socially connected world.
=
TV Advertising
Holiday TV Special
Kid-focused + tech + high emotional context. A new product dynamic for us.
Enormously successful program
• Sold through inventory
• Met “quality acceptance” levels
• Holiday TV special did very well
• Forging ahead with the “everyday” franchise
• Jingle 2.0 planned for next holiday
Business Truth
Dec. 26th
Consumer Truth Dec. 26th
Customer Service (1-800, email, social)
Not equipped to make good on a $35 item. “Make retailer the
hero” philosophy.
Momma Bear Social amplification
(tick-tock-tick-tock)
Independently owned – 75% Not available on Hallmark.com.
• I expected more from Hallmark. • Your customer service is HORRIBLE!!! • Shame, shame, shame on Hallmark. • Since he's marked down 75%, they'll only give
me $8 for him!! WHAT?! • Hallmark, I am done with you. • What you sell is junk and I'm going to blog this
all over the internet. • My daughter is devastated because this is her
favorite toy. What am I supposed to do now?
• I DO NOT want to return this as my child is hysterical • Next toy won't be made in China. Get with it Hallmark! • Man-up and take care of your customers! • CORPORATE OFFICE IS USELESS HAS DONE NOTHING • I will never buy something like this again from Hallmark. • What a true disappointment!!! • My daughter is TWO, Hallmark. She doesn't understand that
Mommy can't just fix it by putting in new batteries. • Congrats, today you lost me as a customer.
CONSUMER COMMENTS IN SOCIAL
2 ½ star product review
20 1-star reviews vs. 14 5-star reviews
First page of Google results for “Jingle” search – (2/13/12)
“You cannot communicate your way out of what you behave yourself into.”
- L i nda , a w i s e c o l l e a gue
ROOT of the PROBLEM
Social Media Steering
Committee Product Integrity
Warehouse / Distribution
Product Development
INITIAL STEPS
- “Is this really your job?” - “Who is this, again?”
- “Who is going to pay for this?”
- “…spreading urban myths through the
company…”
MAKE IT RIGHT
SOLUTION • We shipped out Jingle’s friend, Nugget,
who was new to market
• Consumers given vouchers for Jingle 2.0 – could redeem in store during the next holiday season
MECHANICS • Aggregated all contacts across customer service & social • Replied to Amazon.com complaints • Coordinated with wholesale warehouse
RESULTS
75% of consumers responded to our replacement notifications
Negative
Amazon reviews followed by a “digital trail” of Hallmark reaching out to fix the problem
Customer service & social prepared for the “Christmas unboxing” the following year…
Overwhelmingly positive feedback from consumers
• Customer service IS still alive, people!!! • Thank you Hallmark for being one of the few
companies who truly know what Customer Service is!!
• My son will be so happy! • She was over the moon happy. • She opened up the book and read to him right
away. She was so happy with the little card explaining that "Jingle has lost his bark".
• He will be THRILLED. • My daughter will love your solution!! • I appreciate this more than you can imagine • Thank You to Hallmark and your customer service
representatives! My son received his 'Nugget' today, and was Soooooo excited when I told him Jingle was going to come home again too! I really appreciate you fixing the 'Jingle Situation' for us!
• You have won me back as a customer.
CONSUMER COMMENTS in SOCIAL
Long-term Outcomes
- Retailer scorecard Comprehensive view of consumer-reported service issues
- Product Integrity Real wear-and-tear testing for kids’ products
- Inventory planning For products that meet Jingle-like criteria
- Improved CRM Link consumer contacts across touchpoints
- Customer Service Migrate from cost containment to consumer satisfaction model
Established Guiding Principles for branded consumer service experience
- Act like one company
- Emphasize what is human & emotional
- Personalize solutions
- Make it easy
Key Takeaways • The comments in social are a mirror of how your consumer experiences your brand
• The public dynamic of social can be a powerful change agent
• Don’t underestimate the power of real people’s stories – names, faces, verbatims – to rally a team internally
• Aim for the root of the issue
• “Consumer advocate” is implicit responsibility of your role in social
“You’re the one who’s going to make business better … you’re the one who’s
going to make business kind.”
- And y Se r n o v i t z S o c i a l M e d i a . o r g S u m m i t , 2 0 1 3
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SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014