SOCIALMEDIA.ORG CASE STUDIES Member Meeting 32 Chicago, 6-15-2014 Learn more about Member Meetings socialmedia.org/meetings S O C I A L M E D I A . O R G M E M B E R M E E T I N G 3 2 C H I C A G O Cabela’s Adam Buchanan Fall in love with customers on social
Cabela's: Fall in love with customers on social, presented by Adam Buchanan
Aug 20, 2015
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SOCIALMEDIA.ORGCASE STUDIES
Member Meeting 32Chicago, 6-15-2014
Learn more about Member Meetingssocialmedia.org/meetings
SOCIALMEDIA.ORG
ME
M
BER M EETIN
G 3
2
CHICAGO
Cabela’sAdam BuchananFall in love with customers on social
The Cutting Edge, the ‘I Don’t Like You’ scene; 1992
Post to Facebook and Twitter
Complaint, Praise, Order inquiry
Hope for the best
Email customer relations
Ask for assistance Hope for the best
72 Hours later….
Search for customer in database
Attempt to contact customer
Hope for the best
72 Hours
My mom comments on my hunting photos faster than that…
ONLY RESPONDED
TO
1/3 OF
MESSAGES
The Sandlot, Porter; 1993
That’s a collective
3,600 Hours customers were waiting for a response per week
Killin’ Me Smalls
The Sandlot, Wendy Peffercorn Scene; 1993
• Customer relations team respond directly to customers on social
• Response strategy
Ignore
Unresolvable
Political, religious, or irrelevant
Acknowledge
Non-Issue, Needs more information
Thank customer or ask for more information
Feature customer
photos and stories
Respond
Resolvable
Direct customer to
CRD
Respond as quickly as possible
Retail or .com experience
Escalate
Brand reputation
Issues
Work with PR for approved messaging/
address offline
There’s a good chance your customer’s content is better than yours.
Who makes the better fishing pole?
Average response time 8AM-7PM Monday-Friday and weekend coverage
• Respond to 90% of messages we receive
• Average of 70 incoming messages per week
5 Hours
90%
Increased followers on social channels 2-4X
Your customer’s content is better than yours. Pass them the microphone.
There are people in your company who would love to work with the social team.
Make sure you have the 50+ years of ‘happily ever after’ in mind with your customer.
The Cutting Edge, the ‘I love you’ scene; 1992
Learn more about past and upcoming Member Meetingssocialmedia.org/meetings
SOCIALMEDIA.ORGCASE STUDIES
Member Meeting 32Chicago, 6-15-2014
Learn more about Member Meetingssocialmedia.org/meetings
SOCIALMEDIA.ORG
ME
M
BER M EETIN
G 3
2
CHICAGO
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