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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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Groundswell Ch. 9-12 - Reading Reflection 3

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In chapters 9 through 12 of Groundswell , Charlene Li and Josh Bernoff explore what happens once a company embraces the groundswell with arms wide open. As expected, the benefits are pretty vast and varied. Embracing your customer base is the gift that just keeps on giving. To get this gift, however, companies need to understand customer engagement. Just get your customers talking and start listening. It doesn't matter if you target your most technically knowledgeable customer base  (think: SalesForce's idea exchange ) or keep it simple like Credit Mutuel did with their Si J'etais Banquier campaign. The groundswell likes to talk, especially about your business. Li and Bernoff challenge us to think uniquely -- how can our businesses tap into these voices in a meaningful way, that is as unique as the services we provide?  For Rent the Runway , engaging the groundswell means something very different than their competitors . Rent the Runway is...
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Groundswell Ch. 5-8 - Reading Reflection 2

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The topics covered in Li and Bernoff's Groundswell , from Chapters 5 through 8, outline how any business can tap into the groundswell. They focus on five critical activities: listening, talking, energizing and fostering support. The tricky part about this is that none of these activities are mutually exclusive; to be successful, a business needs to engage in all five activities at once and continue to maintain this over time. "So where Camaro owners might talk about their car's power and Lexus owners about their car's luxurious styling, Mini owners would rather see themselves as members of an exclusive club f people who belonged together. As the first buyers of this odd little car, they bonded with each other. they identified themselves -- and each other -- as Mini owners." (Li, Bernhoff, p. 91). I found it interesting that Li and Bernhoff described Mini owners as if they were already an exclusive group, just because of their groupthink that extended beyond ...
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