Last year, Luke Rumley was promoted to Steelcase's global manager role for social and content promotion.
He's worked with the company for over ten years, starting as an intern in an e-business role and working his way through IT, ecommerce, and communications. Now he's focused on the Steelecase brand social media strategy, digital advertising plays, and inbound marketing and lead gen.
But like many SocialMedia.org members, his background is in tech. With a degree in Computer Information Systems and years of experience as an IT contractor, he says social media appealed to his interest in the customer.
“My desire to better understand our customers and have a bigger impact on the business has helped influence my career decisions.”
We want people to say ‘Wow, Steelcase took the time to interact with me.' We never want to get too big for ourselves.
He says, “With my digital background, I was excited about social media. I wanted to have conversations with real people.”
While Luke says his tech experience helps keep him from being fooled by smoke and mirrors when certain vendors offer solutions or make promises on tools, he also says, “Typecasting happens.”
As the technical guy on the marketing side, he'll get questions from, “How do I get my computer to work?” to “We're launching a global site in eight languages, and we need to understand how traffic flows between them.”
Luke is a part of a team of four focused on social media, inbound marketing, and digital advertising.
His team supports the core Steelcase brand, the Education and Health verticals, and the Coalesse premium brand. Globally, he supports local partners with their content strategy and a weekly call to touch base on what's trending, what's happening in their area, timing, and being responsive.
“We try to be intentional about being in touch and scheduling regular meetings to see each other face to face,” Luke says.
Luke's team also uses Slack internally with a whole channel dedicated to social media tips and tricks, and they're all avid readers and podcast listeners. Some of their favorites: Social Pros Podcast, Content Pros Podcast, Harvard Business Review, and Social Media Marketing by Social Media Examiner.
“Our brand messaging is unique, insight-led, and research-driven,” says Luke.
He says that one of those challenges is turning heavy research material into actionable, bite-sized content for consumers. “We don't talk about selling chairs with certain features. We talk about issues like employee engagement and wellbeing, and how to unlock the promise of people by creating great experiences at work,” Luke explains.
Customer engagement is a significant part of Luke's job as he tries to acknowledge or respond to every single brand mention for Steelcase.
“That's extremely hard to keep up with, but it's worth it. We want people to say ‘Wow, Steelcase took the time to interact with me.' We never want to get too big for ourselves.”
Follow Luke on Twitter and ask about his time as an improv comedian. Luke's been a member of SocialMedia.org since 2014.