In her Brands-Only Summit presentation, Hallmark's Camille Lauer discusses how they're integrating social media listening and measurement cross-functionally to become a more consumer-focused organization.
She goes into detail about their Jingle The Dog campaign that went south and how they worked to fix the issue to regain their customers' support and trust.
American Eagle Outfitters: How the launch of #AerieREAL built and connected t...
Integrate social learning to help your organization become more consumer-focused, presented by Camille Lauer
1. Integrate social learning to
help your organization become
more consumer-focused
CAMILLE LAUER
HALLMARK
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014
2. Hallmark Case Study
Integrate social learning to help your organization
become more consumer focused.
SocialMedia.org Summit - 10.28.14
4. “There's too much talking not enough
listening learning in Social today.
Instead focus on customer experience.”
- Bri an Sol i s
5. Measurement
Monitoring
Response
Ideas Inspiration
Hallmark brand
campaigns.
Primary platforms
(and sometimes )
Unbranded social
listening – starting with
hypothesis or theme.
6. “Social Listening” role lives within
Consumer Understanding Insights Department
(a.k.a. Research)
Hallmark is 104 years old.
The phrase “when you care enough to send the very
best” was coined 70 years ago.
Background
7. 50 vocal consumers
across social media
+
Lesson:
=
Risk is defined externally
in a socially connected world.
8. TV Advertising
Holiday TV Special
Kid-focused + tech + high emotional
context. A new product dynamic for us.
9. Enormously successful program
• Sold through inventory
• Met “quality acceptance” levels
• Holiday TV special did very well
• Forging ahead with the “everyday” franchise
• Jingle 2.0 planned for next holiday
Business Truth
Dec. 26th
10. Consumer Truth
Dec. 26th
Customer Service
(1-800, email, social)
Not equipped to make good on
a $35 item. “Make retailer the
hero” philosophy.
Momma Bear
Independently owned – 75%
Not available on Hallmark.com.
Social amplification
(tick-tock-tick-tock)
11. • I expected more from Hallmark.
• Your customer service is HORRIBLE!!!
• Shame, shame, shame on Hallmark.
• Since he's marked down 75%, they'll only give
me $8 for him!! WHAT?!
• Hallmark, I am done with you.
• What you sell is junk and I'm going to blog this
all over the internet.
• My daughter is devastated because this is her
favorite toy. What am I supposed to do now?
• I DO NOT want to return this as my child is hysterical
• Next toy won't be made in China. Get with it Hallmark!
• Man-up and take care of your customers!
• CORPORATE OFFICE IS USELESS HAS DONE NOTHING
• I will never buy something like this again from Hallmark.
• What a true disappointment!!!
• My daughter is TWO, Hallmark. She doesn't understand that
Mommy can't just fix it by putting in new batteries.
• Congrats, today you lost me as a customer.
CONSUMER COMMENTS IN SOCIAL
12. 2 ½ star product
review
20 1-star reviews vs.
14 5-star reviews
First page of Google results for “Jingle” search – (2/13/12)
13. “You cannot communicate your way out of
what you behave yourself into.”
- Linda, a wise c o l league
14. ROOT of the PROBLEM
Social Media
Steering
Committee
Product Integrity
Warehouse /
Distribution
Product
Development
INITIAL
STEPS
- “Is this really your job?”
- “Who is this, again?”
- “Who is going to pay for this?”
- “…spreading urban myths through the
company…”
15. MAKE IT RIGHT
SOLUTION
• We shipped out Jingle’s friend, Nugget,
who was new to market
• Consumers given vouchers for Jingle 2.0 –
could redeem in store during the next holiday season
MECHANICS
• Aggregated all contacts across customer service social
• Replied to Amazon.com complaints
• Coordinated with wholesale warehouse
17. RESULTS
75%
of consumers responded
to our replacement
notifications
Negative
Amazon reviews
followed by a “digital
trail” of Hallmark
reaching out to fix the problem
Customer service
social prepared
for the “Christmas unboxing”
the following year…
Overwhelmingly
positive feedback
from consumers
18. • Customer service IS still alive, people!!!
• Thank you Hallmark for being one of the few
companies who truly know what Customer
Service is!!
• My son will be so happy!
• She was over the moon happy.
• She opened up the book and read to him right
away. She was so happy with the little card
explaining that Jingle has lost his bark.
• He will be THRILLED.
• My daughter will love your solution!!
• I appreciate this more than you can imagine
• Thank You to Hallmark and your customer service
representatives! My son received his 'Nugget' today, and was
Soooooo excited when I told him Jingle was going to come
home again too! I really appreciate you fixing the 'Jingle
Situation' for us!
• You have won me back as a customer.
CONSUMER COMMENTS in SOCIAL
19. Long-term Outcomes
- Retailer scorecard
Comprehensive view of consumer-reported
service issues
- Product Integrity
Real wear-and-tear testing for kids’
products
- Inventory planning
For products that meet Jingle-like criteria
- Improved CRM
Link consumer contacts across
touchpoints
- Customer Service
Migrate from cost containment to
consumer satisfaction model
Established Guiding Principles
for branded consumer service experience
- Act like one company
- Emphasize what is human
emotional
- Personalize solutions
- Make it easy
20. Key Takeaways
• The comments in social are a mirror of how your consumer experiences your brand
• The public dynamic of social can be a powerful change agent
• Don’t underestimate the power of real people’s stories – names, faces, verbatims – to rally a team internally
• Aim for the root of the issue
• “Consumer advocate” is implicit responsibility of your role in social
21. “You’re the one who’s going to make
business better … you’re the one who’s
going to make business kind.”
- Andy Sernov i tz
S o c i a lMe d i a . o r g S ummi t , 2013