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Cabela's: Fall in love with customers on social, presented by Adam Buchanan
The document discusses a social media strategy presented by Adam Buchanan, a social media manager at Cabela's, during a member meeting in Chicago. It highlights the importance of timely customer response and engagement on social media, noting that customers often receive delayed responses and emphasizing the value of customer-generated content. The presentation includes strategies for improving customer relations and underscores the need for collaboration between social media teams and other departments.
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Cabela's: Fall in love with customers on social, presented by Adam Buchanan
- 1. SOCIALMEDIA.ORG CASE STUDIES Member Meeting32 Chicago, 6-15-2014 Learn more about Member Meetings socialmedia.org/meetings SOC IALMEDIA. ORG MEM B ER MEETIN G 32 CHICA GO Cabela’s Adam Buchanan Fall in love with customers on social
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- 3. The Cutting Edge,the ‘I Don’t Like You’ scene; 1992
- 4. Post toFacebook and Twitter Complaint, Praise, Order inquiry Hope for the best
- 5. Email customer relations Ask for assistance Hope for the best 72 Hours later….
- 6. Search for customerin database Attempt to contact customer Hope for the best
- 7. 72 Hours My mom comments onmy hunting photos faster than that… ONLY RESPONDED TO 1/3 OF MESSAGES
- 8. The Sandlot, Porter;1993 That’s a collective 3,600 Hours customers were waiting for a response per week Killin’ Me Smalls
- 9. The Sandlot, WendyPeffercorn Scene; 1993
- 12. • Customer relationsteam respond directly to customers on social • Response strategy
- 13. Ignore Unresolvable Political, religious, or irrelevant Acknowledge Non-Issue, Needs more information Thank customeror 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
- 14. There’s a good chanceyour customer’s content is better than yours.
- 15. Who makes thebetter fishing pole?
- 16. Average response time 8AM-7PMMonday- 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
- 19. Your customer’s content isbetter than yours. Pass them the microphone.
- 20. There are peoplein your company who would love to work with the social team.
- 21. Make sure youhave the 50+ years of ‘happily ever after’ in mind with your customer.
- 22. The Cutting Edge,the ‘I love you’ scene; 1992
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- 24. Learn more aboutpast and upcoming Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 32 Chicago, 6-15-2014 Learn more about Member Meetings socialmedia.org/meetings SOC IALMEDIA. ORG MEM B ER MEETIN G 32 CHICA GO