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

@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
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

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 incoming
messages per week
5
Hours
90%
Increased followers on
social channels 2-4X

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
Chicago, 6-15-2014
Learn more about Member Meetings
socialmedia.org/meetings
SOC
IALMEDIA.
ORG
MEM
B
ER MEETIN
G
32
CHICA
GO