Converseon Lion Brand Yarn Case Study: Internet Retailer 2009

Established 1878

Lion Brand Notebook Blog and YarnCraft Podcast

Social Media users convert at a higher rate than most other sources

Social Media users are 83% more likely to be very brand loyal than people who don’t use social media

Measurable Benefits Customer insight to drive marketing and product development Present the image we want Increase customer base with younger demographic Employee satisfaction Promotion on other blogs and podcasts Soft Benefits Winning the hearts of customers Becoming a meaningful part of their lives

Bring senior leadership into the process  Low dollar cost, but time cost can be high – the technology is easy, cultural shift is hard  Bring people forward and make them the stars  Do It Wrong Quickly – real examples and data is key Takeaways

Social Media should be integrated with all other marketing and communication efforts  Simulate the conversational setting of the customer  The power of listening – two way communication can inform your Social Media and business strategy  Social Media is not a publishing medium, but a conversation catalyst. Don’t be afraid to ask! Takeaways

The greatest credibility comes from the words of your customers  Put customers first, respect and empower them  Social Media can be measured and can drive ROI  Social Media can make you a part of people’s lives and develop meaningful relationships Takeaways