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L.L. Bean: Every Generation’s Favorite Boot (and Instagram Account) - Original Blog Post 1

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If you live in the United States, then by now you probably know what a “Bean Boot” is – regardless of where you live. Which is impressive, given this particular boot is a.) Designed specifically for hunting in wet, cold climates and b.) A whopping 106 years old . The ad is from the 80's but the shoe was born in 1912. In a world where trends come and go quicker than our wallets can keep up, L.L. Bean’s signature hunting boot lives on. This shouldn’t be all that shocking, given L.L. Bean’s products have a reputation for reliability and durability. What they haven’t always been is trendy, especially among the younger masses. After all, the boot was designed for a specific functionality. You don’t get more specialized than a “Maine hunting shoe”.   So why is the Bean Boot – and subsequently the entire brand that is L.L. Bean – seeing a massive resurgence, and why now? The answer can be found on Instagram . And it's indicative of a new trend in advertising. ...
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Groundswell Ch. 1-4 - Reading Reflection 1

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In Chapters 1-4 of Li and Bernoff's Groundswell , we've learned a good deal. We've heard about who the "groundswell" is, and how it functions as one collective force. We've also learned about what businesses are doing to tap into the power of the groundswell.  Between monitoring web chat forums and arranging focus groups , we've learned that it's possible to tap into customers' minds -- both present and potential. But merely that insight isn't where the work ends. Businesses need to take that information, synthesize it in a way that makes sense for their corporation, and incorporate it into their PR and marketing strategy.  Whoever made this graphic definitely gets the picture. This new knowledge then needs to be shared with other functions within the company. In the words of Li and Bernoff, "As listening becomes a bigger part of your company, you should integrate the results into corporate decision making," (Li, ...
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L. L. Bean - Social Media Monitoring Post 2

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Social Media Monitoring (cont'd.) & Brand Recommendations Since they  announced the end of their lifetime return policy , L.L. Bean has entered some rocky terrain with their fan base. The legendary policy -- a guarantee that the company would accept any item, at any time, for a full refund with no questions asked -- was once a trademark of the company. After all, it's been in place since its founding in 1912. Many loyal customers are not pleased, threatening to never wear their Bean Boots again. Fortunately for these folks, Bean's new policy is a liberal one; customers may return an item for a full refund up to one year after purchase, and defective items can be returned at any point. What the Groundswell Has to Say Still, fans are upset. If you've read my previous post monitoring L.L. Bean, you'll know I've been closely following the company's main  Instagram page. Why Instagram? Because this is where ...
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