SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 32
Chicago, 6-15-2014
Learn more about Member Meetings
socialmedia.org/meeting...
@Adam_Buchanan
Social Media Manager
Adam.Buchanan@cabelas.com
The Cutting Edge, the ‘I Don’t Like You’ scene; 1992
 Post to Facebook
and Twitter
 Complaint, Praise,
Order inquiry
 Hope for the best
 Email customer
relations
 Ask for assistance
 Hope for the best
72 Hours later….
 Search for
customer in
database
 Attempt to
contact customer
 Hope for the best
72
Hours
My mom comments
on my hunting photos
faster than that…
ONLY
RESPONDED
TO
1/3
OF
MESSAGES
The Sandlot, Porter; 1993
That’s a collective
3,600 Hours
customers were waiting for a response per week
Killin’ Me Smalls
The Sandlot, Wendy Peffercorn Scene; 1993
• Customer relations team
respond directly to
customers on social
• Response strategy
Ignore
Unresolvable
Political,
religious, or
irrelevant
Acknowledge
Non-Issue,
Needs more
information
Thank
customer or
as...
There’s a good
chance your
customer’s content
is better than yours.
Who makes the better fishing pole?
Average response time
8AM-7PM Monday-
Friday and weekend
coverage
• Respond to 90% of
messages we receive
• Average of 70 ...
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.
The Cutting Edge, the ‘I love you’ scene; 1992
@Adam_Buchanan
Social Media Manager
Adam.Buchanan@cabelas.com
Learn more about past and
upcoming Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 32...
Cabela's: Fall in love with customers on social, presented by Adam Buchanan
Cabela's: Fall in love with customers on social, presented by Adam Buchanan
Cabela's: Fall in love with customers on social, presented by Adam Buchanan
Cabela's: Fall in love with customers on social, presented by Adam Buchanan
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Cabela's: Fall in love with customers on social, presented by Adam Buchanan

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In his SocialMedia.org Member Meeting case study presentation, Cabela's Social Media Manager, Adam Buchanan, explains how they're falling in love with their customers on social all over again.

Adam shares their process for getting to this point in their social strategy and his advice about maintaining the love relationship with your customers on social media.

Published in: Social Media
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Cabela's: Fall in love with customers on social, presented by Adam Buchanan

  1. 1. 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 Cabela’s Adam Buchanan Fall in love with customers on social
  2. 2. @Adam_Buchanan Social Media Manager Adam.Buchanan@cabelas.com
  3. 3. The Cutting Edge, the ‘I Don’t Like You’ scene; 1992
  4. 4.  Post to Facebook and Twitter  Complaint, Praise, Order inquiry  Hope for the best
  5. 5.  Email customer relations  Ask for assistance  Hope for the best 72 Hours later….
  6. 6.  Search for customer in database  Attempt to contact customer  Hope for the best
  7. 7. 72 Hours My mom comments on my hunting photos faster than that… ONLY RESPONDED TO 1/3 OF MESSAGES
  8. 8. The Sandlot, Porter; 1993 That’s a collective 3,600 Hours customers were waiting for a response per week Killin’ Me Smalls
  9. 9. The Sandlot, Wendy Peffercorn Scene; 1993
  10. 10. • Customer relations team respond directly to customers on social • Response strategy
  11. 11. Ignore Unresolvable Political, religious, or irrelevant Acknowledge Non-Issue, Needs more information Thank customer or 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
  12. 12. There’s a good chance your customer’s content is better than yours.
  13. 13. Who makes the better fishing pole?
  14. 14. Average response time 8AM-7PM Monday- 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
  15. 15. Your customer’s content is better than yours. Pass them the microphone.
  16. 16. There are people in your company who would love to work with the social team.
  17. 17. Make sure you have the 50+ years of ‘happily ever after’ in mind with your customer.
  18. 18. The Cutting Edge, the ‘I love you’ scene; 1992
  19. 19. @Adam_Buchanan Social Media Manager Adam.Buchanan@cabelas.com
  20. 20. Learn more about past 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

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