4 SMM success cases
The stories about corporate accounts that get the attention of the media usually involve some sort of scandal or ill-chosen words. However, there are also stories about unexpected success and useful insights that came from social media.
In 2012 Barclays launched its new mobile app. The bank was optimistic, but after some time still decided to check the response on social media. Reviews were overwhelmingly positive - about 95% of users were satisfied. For most companies, these are great numbers. But not for Barclays. They decided to dig deeper.
To their surprise, the marketing division soon discovered that most of the negative reviews came from the bank’s youngest clients - 16-17 year olds. Teens were displeased not by a design or technological side of the app, but by the age restriction - initially the app could only be used by people over 18. Barclays recognized the problem and soon after lifted this restriction. Reviews became much more positive
American Automobile Association
American Automobile Association (AAA) is a non-profit insurance and service organization founded over a hundred years ago. They have hundreds of thousands of clients. Needless to say, some of those people are bound to express strong opinions.
Eventually AAA discovered that a lot of customers left their reviews online, rather than addressing the customer service directly. A lot of these reviews were negative and served as powerful retractors. And they were out of the organization's control.
At the time AAA did not have a social media tools or infrastructure. And so the organization set out to create one. They employed the latest brand analytics tech and were analyzing up to 6500 reviews a month. The effort allowed the AAA to discover overlooked problems and establish a constant flow of feedback from the clients.
Dell is one of the largest tech companies in the world and also one of the first companies to establish a constant presence on social media. They started to develop SMM back in 2006 - a year after Facebook’s launch.
The company had a confident social media marketing strategy, but it was not prioritized until recently. Dell started to use several tools for media monitoring as well as its own analytical instruments to keep up with the customers opinions. The new monitoring strategy played a key part in the development of IdeaStorm project, aimed at customer service training. The company used the data from monitoring to make its models more precise and to better understand its cutomers.
Social media monitoring can be extremely beneficial for the companies, that seek to understand the client’s opinion on their business practices. Kmart can serve as a perfect example.
One of the most conservative retail networks in US decided to completely transform their marketing strategy two years ago, when they released a viral video - the infamous “pants” advertisement.
The video attracted its share of attention and got over 13 million views on YouTube. But the company had to make sure, that the impact was more positive than negative. And so the retailer developed its own campaign of social media monitoring, to scan the customers opinion. The results showed, that the public reacted favourably to the video, and so the new strategy continued.