Jennifer Beechen, Digital and Integrated Marketing Director at WhiteWave Foods, joins the Social Pros Podcast this week to discuss managing several brands as an umbrella company, integrating customer service proactively, and making sure the customer always knows the context.
Read on for some of the highlights and tweetable moments, or listen to the full podcast.
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“Social makes companies accountable in a direct, authentic, and transparent way.” -@jenbeechen (tweet this)
All About Context
WhiteWave Foods is an umbrella company that represents multiple brands: Horizon Organic, International Delight, and Silk. While there are some shared content opportunities across the brands, for the most part the content strategies are unique to each separate brand.
For example, Horizon is mom-and-kids focused; Silk has vegetarian, plant-based lifestyle followers; and International Delight is all about the joy of coffee. WhiteWave uses the same designers with different design briefs for each strategy.
One of the successful practices that WhiteWave has implemented is having the customer service team share an immediate space with the integrated marketing team. The call center is elsewhere, but the internal team all sits in the same area on the same floor. “We’re trying to keep each other in the loop at all times,” Jen says. Informal briefings happen consistently. This way, the social team can be aware of problems customer service is seeing before they reach the social sphere, or vice versa.
WhiteWave recently learned an important lesson about context.
For Silk, they created a series of videos called the Tastemaker Challenge, featuring an interpretive dancer, a soul singer, and even a yodeler. “But when we started posting the videos on Facebook, we actually got less engagement than we were getting with our evergreen visual content.” Even though the content was well-produced and amusing, the videos just weren’t the right content for their Facebook audience.
It’s possible that the story wasn’t carrying through. To the marketers putting it together, the storyline made sense, and it makes sense when you view all the videos in context. But if a consumer is just seeing the yodeler video as a granular experience on his mobile phone, it might make less sense.
The lesson? All yodeling in context.
The Brimfield Police Department in Ohio, run primarily by Chief David Oliver, has more than 88,000 likes – more than Philadelphia’s, Chicago’s, or Cleveland’s Police Department Facebook pages. The interesting thing is that Brimfield’s population is closer to 10,000. Who are these 88,000 “cousins,” as Chief Oliver would say?
Each post gets high engagement, and there is a clear rhetoric that the Chief has cultivated: the ne’er-do-wells are “mopes,” and the page followers and upstanding citizens of the town are “cousins.” The occasional amusing photo from the town is peppered into the good-natured and humorous rants of the Chief. Clearly this man is an underrated social media genius.
Chief Oliver says that sometimes when he catches the mopes, they’re afraid their bust is going to end up on Facebook. Well, that’s one way to deter criminals.
Social Media Stat of the Week: 218,000,000+ monthly Twitter users
With Twitter’s IPO filing, some interesting numbers have come out. Particularly interesting is the fact that Twitter is using “Monthly Active Users” (or MAU) as a measure, which is logical but was also created to measure competitor Facebook’s statistics.
This metric lets us compare Facebook and Twitter in concrete numbers. With Facebook’s Q2 earnings coming out, we can see that they are reporting 1.15 billion MAU. Twitter becoming a public company will allow for even more concrete cross-comparison. And after the many problems with Facebook’s IPO, Twitter will be under a microscope throughout this process.
Four Your Information
How did you get involved with social media?
Jen loved social media from a personal perspective and wondered how it could be utilized by brands. She was an early adopter and champion of Facebook, Twitter, Instagram, etc.
What do you like best about social media?
Social gives the power back to the people by requiring a certain transparency from brands, which is “really a wonderful opportunity for brands like the ones that I get to work with, because these are brands that have a lot of integrity, great stories, great benefits.”
What do you like least about social media?
The relentless pace. It’s always on, which is one of its best features, but it’s also dangerous. “You have to constantly be monitoring and constantly trying to get ahead of it, but you never really can,” Jen says. There is always something more you can be doing, something new to capitalize on, some opportunity you could be grabbing.
If you could do a Skype call with any living person, who would it be?
“Probably Oprah. I know that sounds probably pretty cheesy, but I just think she’s fascinating. She’s such a visionary as a marketer, entertainer, thinker, philanthropist, etc. I’d love to see what she’s really like one on one.”
See you next week!