BlogWell Seattle Case Study: REI, presented by Jordan Williams
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In his BlogWell presentation, REI's Manager of Digital Engagement, Jordan Williams, talks about the benefits and challenges of distributing social media throughout the organization.
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BlogWell Seattle Case Study: REI, presented by Jordan Williams
- 2. REI LOCAL SOCIAL MEDIA: DISTRIBUTED, AWESOME, NOT EASY Jordan Williams @jordancwilliams | @REI Blogwell Seattle - August 2011
- 3. Social Media at REI (pre-local)
- 5. Listen or not, customers are talking
- 6. Increasingly online while they are in the store
- 12. Social = engage
- 13. Retail = sell
- 15. Social Media at REI (Post-Local)
- 18. 53 markets
- 19. 126 new social presences
- 20. 53 Twitter
- 21. 53 Facebook
- 23. Growth:
- 26. Pay attention to detail
- 29. Be responsive
- 30. Get to know other social media users
- 31. Use links, tagging, @mentions to build relationships
- 34. Don’t be careless with hot button topics
- 35. Don’t be afraid of negative comments
- 36. Don’t use content you don’t have rights to
- 41. Retail teams (mostly) chomping at the bit
- 42. It takes a village:
- 43. Legal
- 44. Public Affairs
- 46. Human Resources
- 47. IT
- 48. Marketing
- 50. Guidance only on how many practitioners
- 51. Multi-store markets self-organize / distribute load
- 53. Workgroups
- 54. Delegation between stores and between stores & HQ teams
- 56. Mobile app
- 57. Reporting
- 60. Remote training a challenge
- 61. Very limited technology available at Retail
- 62. One PC image
- 63. Old browser
- 65. Social media management tool vital, but imperfect
- 66. We're hitting use cases not yet considered
- 69. THANK YOU.
Notas del editor
- 25% of shopping conversations are posted online from consumers while in an actual store - ListenLogicMore effective / higher engagementTime zones / local interest
- Retail team members aren’t traditional social media workers!Not sitting at desks; Limited access to the web, computers or devicesHourly employees present unique challengesLegal issues: minimum wage act / after hours / personal devicesHourly employees mean every hour spent is an incremental investment (e.g. training, tech support, et al)Tension between time on the floor & time on the social media “floor”Retail Managers incented to sell, social designed to engage
- National presences plus…53 new market-level Twitter handles53 new market-level Facebook fan pages300+ new social media practitionersSocial Media 101 & 201 training curriculumNew social media management platformRapidly expanding self-help & internal-communication resources
- Your numbers may be different… but what you can expect is slow, steady, organic growth.
- 14k training session15 modules3k certified
- Big enough to: distribute the load & serve all needsSmall enough to: hold accountable Rotating-dailyRotating-weeklyAnchor-store carrying the load
- Organizational trust. Our practitioners are -- very naturally, and with precious little training and guidance, doing exactly what we hoped they would -- delivering the green vest experience online. So far, the organizational trust in this program is paying off, without anything other than very minor "coachable moments" here and there.Traffic: local following up to almost 20k (aggregate) w/o any marketing support to-date + nice Ad Age article on our local approach