Lauren Kozak, Social Media Director for Britney Spears, recently stopped by our San Francisco offices and shared her views about how corporations can use social media to grow their brands and engage with customers in meaningful ways.
We enjoyed her talk so much that we videotaped some of her advice to share with you.
Lauren's advice is the real thing - it not only comes from her current experience creating social media success for one of the biggest brands in the world, but also from her pre-Britney Spears work as a social media advisor to corporations when the medium was still in its infancy.
We hope you find Lauren's insights helpful. Let us know what you think!
Check out the BusinessWeek article that covers a Twitter-ful afternoon with director of digital care Frank Eliason. Or the report by TechCrunch’s Michael Arrington a few weeks ago of getting frustrated on the phone with Comcast customer support, only to find that a simple Tweet would deliver a solution to his problem in minutes.
Considering the company’s success on Twitter, it’s not surprising that they are augmenting their social media strategy by adding a blog to encourage longer-than-140-character conversations between customers and employees about all things Comcast.
The blog is called ComcastVoices, and it’s on Movable Type. It was launched just five weeks ago, and already the conversations are proving to be lively, informative, and respectful.
Let the folks at Comcast tell you directly what they’d like to achieve with the site:
For you marketing and customer support pros out there who might find the idea of such openness with customers a little daunting, here are a few things to note about the blog:
- Comcast can set the tone and keep the conversation productive because this is their platform.
- The “Rules of the Road” define expected behavior for the site. It’s very clear that comments are moderated by Comcast and that only polite, on-topic and respectful comments will be accepted.
- The “About” page tells customers what they can expect from the blog, and refers them elsewhere for their personal support issues while encouraging them to tell Comcast directly what’s important to them.
can see the negative comments of some customers turning positive as
they engage in conversation with employees. For customers, simply being
heard goes a long way.
- It’s hard to view Comcast as a monolithic, monopolistic behemoth when you see and hear from employees and executives directly.