blogwell chicago social media case study: whirlpool, presented by brian snyder and scott spiegel


http://facebook.com/InstituteofFabricSciencehttp://twitter.com/WIFS


PR

Digital Marketing

Consumer Care

Engage

Serve

Connect


Tweet from a customer in distress:

“My washer is broken!”

Public @ reply from branded Twitter account:

“I’m sorry to hear that. May I help?”

Public @ reply from customer:

“YES! The drum stopped moving and it’s full.”


“Please DM me your telephone number.”

Offline conversation and issue resolution

Public @ reply from customer:

“My washer works again. Thank you!”


“Glad we could help!”

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“We are recalling certain dishwashers due to fire hazard. Learn more and verify if your unit is affected at http://bit.ly/9HHXlx”


Before the Build

Recruit volunteers Hub for volunteers Share past experience Invite friends to share


During the Build

On-site computer kiosks provided Facebookaccess to all volunteers

Volunteers posted photos and shared stories with family and friends back home

Whirlpool posted video interviews


During the Build


After the Build


“The job we did last week was amazing, and will continue to be amazing for the rest of our lives! We are so blessed to be able to contribute and that Whirlpool gives us a place to do it. I can hardly wait until next time!”

“Whirlpool…you are the greatest! Any appliances I ever purchase in the

future will be Whirlpool! Go volunteers!”

“I have helped to build 36 houses in the past 4 years with Whirlpool Building Blocks, and I have had great fun with it. I love to tell others about my experience, and when you start saying we

built 8 houses in 4.5 days and finish with but that’s nothing, people’s mouths drop!”

“I just found out that my Godmother purchased a Whirlpool washer and dryer. Guess what kind? Whirlpool, of course! It’s because I shared my Whirlpool Building Blocks stories with her!”

“ I’m watching and listening to that wonderful, familiar sound of hammers and saws. Wish I could be there with you, but this live feed is great. Please wave at the camera. Great job everyone!”


What we’ve learned

Start with brand priorities, not social for the sake of social

Look for opportunities to collaborate internally to create the best experience for consumers

When planning for a recall or big event, be ready for anything and everything

Stick to your values – treat every customer with respect, whether they have a million followers or just a few

Listen, learn, experiment and iterate rapidly

blogwell chicago social media case study: whirlpool, presented by brian snyder and scott spiegel

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