BlogWell Chicago Social Media Case Study: Whirlpool, presented by Brian Snyder and Scott Spiegel
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In their BlogWell Chicago case study, "Engaging Consumers in a House of Brands," Whirlpool's Brian Snyder, Senior Manager of Interactive Communications and Scott Spiegel, Senior Manager of Consumer Care share how they maintain a consistent brand voice through social media. BlogWell Chicago featured 8 great case studies on the best social media programs at large corporations, and included case studies from McDonald's, General Motors, Whirlpool, Alberto Culver, Chevron, CME Group, Kraft Foods, and Verizon. --- BlogWell is the only conference where social media executives from big brands come together to share their case studies, offer practical how-to advice, and answer your questions. To learn more about BlogWell, visit gaspedal.com/blogwell/ BlogWell is produced by GasPedal and the Social Media Business Council. Learn More: gaspedal.com and socialmedia.org
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BlogWell Chicago Social Media Case Study: Whirlpool, presented by Brian Snyder and Scott Spiegel
- 12. 1 Tweet from a customer in distress: “My washer is broken!” Public @ reply from branded Twitter account: “I’m sorry to hear that. May I help?” Public @ reply from customer:“YES! The drum stopped moving and it’s full.” 2 Public @ reply from branded Twitter account:“Please DM me your telephone number.” Offline conversation and issue resolution Public @ reply from customer: “My washer works again. Thank you!” 3 Public @ reply from branded Twitter account:“Glad we could help!”
- 14. “We are recalling certain dishwashers due to fire hazard. Learn more and verify if your unit is affected at http://bit.ly/9HHXlx”
- 25. Volunteers posted photos and shared stories with family and friends back home
- 27. After the Build
- 28. “The job we did last week was amazing, and will continue to be amazing for the rest of our lives! We are so blessed to be able to contribute and that Whirlpool gives us a place to do it. I can hardly wait until next time!” “Whirlpool…you are the greatest! Any appliances I ever purchase in the future will be Whirlpool! Go volunteers!” “I have helped to build 36 houses in the past 4 years with Whirlpool Building Blocks, and I have had great fun with it. I love to tell others about my experience, and when you start saying we built 8 houses in 4.5 days and finish with but that’s nothing, people’s mouths drop!” “I just found out that my Godmother purchased a Whirlpool washer and dryer. Guess what kind? Whirlpool, of course! It’s because I shared my Whirlpool Building Blocks stories with her!” “ I’m watching and listening to that wonderful, familiar sound of hammers and saws. Wish I could be there with you, but this live feed is great. Please wave at the camera. Great job everyone!”
- 30. Look for opportunities to collaborate internally to create the best experience for consumers
- 31. When planning for a recall or big event, be ready for anything and everything
- 32. Stick to your values – treat every customer with respect, whether they have a million followers or just a few
Editor's Notes
- Hi, I’m Brian Snyder, and I work in corporate communications at Whirlpool. Along with our corporate website and employee knowledge management systems, I’m responsible for cross-brand and cross-functional coordination of social media.This is my fourth BlogWell, but the first time I’m speaking, so I want to take this opportunity to talk with you about…
- Softball.Anybody here play in a company league?I’m a veteran of Whirlpool’s.Anyway, there’s that moment in the season when you make that ill-advised slide into second.And unlike the folks in the picture, many people play softball on grass.
- And what happens then?So who do you turn to with this kind of tough laundry question?
- At Whirlpool, we have a team of laundryologoists who know WAY more about laundry than I could ever hope to. These people eat, sleep and dream laundry. So our Whirlpool makes them available via Facebook and Twitter to help our customers solve their laundry problems and get the most out of our products.That’s the Whirlpool Institute of Fabric Science.
- But Whirlpool is only one brand in our portfolio.We’re the leading manufacturer and marketer of home appliances. We market major brand names to nearly every country in the world.Here in the U.S., you may know us by Whirlpool, Maytag, KitchenAid, Jenn-Air, Amana or Gladiator, to name a few.Each of our brands is clearly differentiated, with its own unique target consumer segment and its own brand voice So each has its own social media strategy and programs aligned to those brand prioritiesToday, we’d like to tell you about how we work across functional boundaries to deliver a consistent brand experience.Because consumers don’t care if they’re talking to the marketing department, the PR department or the consumer care department. They just want to be able to communicate with the people who make the products they use.
- The three primary practitioners of social media at Whirlpool are PR, Consumer Care and Digital MarketingThe PR team is where we have our community managers – those folks who engage with our customers day in and day out, both providing interesting and original content, like our KitchenAid team’s live coverage of South Beach Food and Wine festival, to our Gladiator brand, who regularly starts consumer to consumer discussions about garage organization.Our Digital Marketing team connects our social and traditional digital presences – links from our brand websites to social and vice versa. And anytime we need something designed or built for social, like a Facebook tab, we engage with our Digital Marketing team to make that happen.Our Consumer Care department uses brand-specific presences across social media to identify distressed consumers and help them. To tell you more about what we’re doing in Consumer Care, I’d like to turn it over to Scott…