4:31 — Adam talks about how their relationships had a rough start. Customers would post something on social media, be it a complaint, praise, etc., the social team would see it (eventually) and respond 72 hours later, and finally the customer care team would try and search for the customer in our database, attempt to contact them, and hope for the best. It was not ideal.
4:35 — Adam: Our challenge was the length of the response time due to the long process that had set in place. We only responded to 1/3 of the messages sent to us. That’s a collective 3,600 hours customers were waiting for a response from us per week.
4:36 — Adam says now, “We’ll do anything for love.”
4:38 — Adam: We rekindled our relationship with people, process, and passion. From the people standpoint, we have a social team of three people, plus two reps in customer relations, two reps in corporate communications, and 20+ authenticity experts.
4:39 — The outfitters help us with both incoming and outgoing content. The main takeaway from our success with these experts is that there are people you work with who are knowledgeable and who want to help.
4:41 — Process: customer relations team responds directly to customers on social. We created a response strategy that has a framework for ignoring (sometimes it’s irrelevant or unresolvable), acknowledging, responding, and escalating the conversation.
4:43 — Next is passion: There’s a good chance your customer’s content is better than yours. We re-share our customers’ content and it’s usually better (and obviously more authentic).
4:44 — Passion on our team internally is also a great resource for content and starting new conversations. Example: Two employees started a “who makes the better fishing pole, Spiderman or Dora the Explorer?” Twitter conversation and it received a lot of positive engagement from customers who were delighted to see Cabela’s having some fun on social media.
4:45 — Adam: Our new numbers: 5 hours response time, 90% of messages are responded to that we receive.
4:46 — Once you clean house and organize your social strategy, you can focus on the fun stuff. Partnerships: We teamed up with GoPro to do a video and photo campaign.
4:48 — This week, we launched a new campaign called “Show us your #UltimateSmore.” It’s another example of the fun we are able to have with our social platforms now that we’ve established a strong social media organization within the company.
4:49 — Adam shares his love advice:
- 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.
4:50 — At the end of the day, we are truly in love with our customers, and they truly love us a lot more than a year ago thanks to our social media engagement efforts.
Q: Who are your authenticity experts?
A: They are all internal. We recruit and train them, and motivate them by sharing the customer love stories that they helped create.
Q: Do you incentivize customers to post pictures of your stuff, or do you find that with a cool brand people are just posting without any push?
A: We find that our customers just really love to be a part of the brand; they’re on our side. We also have promotions and campaigns (i.e. the GoPro partnership) that will help motivate them to share photos, etc., but mostly they just post on their own.
Q: How do you get permission to use customers’ photos in marketing?
A: We are very explicit on permissions. We make it very obvious in contest and promotion rules that we will be using the content for marketing. On Twitter we use a one-click permission tool. We’ve never really had an issue with using customers’ photos, if it’s not shared as part of a promotion, then we simply ask them for permission to use it and just about everyone complies.