A short, recent article in Media Post demonstrates one way social media can be used for brand building. Needless to say, SM has got to fit in with an overall marketing strategy. Strategy first, tactics next, right?
The goal: To gain more sales volume, brand equity and good will among consumers. The social media tactic: Asking customers to guide product design. The article: “Rubbermaid Taps Customers for Feedback” demonstrates how this approach can pay handsome dividends.
It seems these days many consumer product companies are inviting input for product development from a number of sources: inventors, product engineers, designers as well as end users. It also seems results are a mixed bag: some companies have been quite successful while others haven’t been.
Now we know that many CPG companies are using Twitter and Facebook as SM platforms of choice. This approach can be effective, but I think it’s worth considering what Rubbermaid is doing to engage consumers and gain valuable insights.
So what’s Rubbermaid’s secret to success? Simply put: the company has been quietly, steadily soliciting customer input and courting engagement for some time. Recently, Rubbermaid invited customers to post ratings and reviews of specific products—sink mats–and to suggest ways in which they might be improved and better designed.
The company then took the comments directly to the appropriate brand managers, who found out directly from their customers which product features they really liked, and which needed work. This information directly influenced the end design.
Interestingly, Rubbermaid then took an additional step. The article states: “Rubbermaid reached out to customers who had previously posted a negative review to offer a sample of the new sink mat that had been redesigned based on their feedback. The response from these customers was overwhelmingly positive about the Rubbermaid approach and brand”.
Now, I think that speaks volumes. Rather than decrying the lack of brand loyalty these days, companies might take a page from Rubbermaid. After initially reaching out to the customer, it’s a great idea to thank them for their input, and show them how valued that input was by offering to send a sample of the end product they helped to design. Brilliant!
Currently, Rubbermaid is encouraging customers to post ratings and reviews through February 28th. Six winners will be chosen; they will receive 20 piece food storage sets. Check out a current review page on the Rubbermaid web site at the following link: http://www.rubbermaid.com/Category/Pages/ProductDetail.aspx?Prod_ID=RP091319#reviews
Analysis of customer reviews and comments have helped Rubbermaid to boost their product positives, sales, and overall brand perception as a result. When consumers recently indicated confusion on how to use “Produce Saver” food containers, Rubbermaid posted more use and care instructions on its web site, boosting consumer product ratings significantly.
What’s most significant here is Rubbermaid’s commitment to fully utilizing customer feedback. Since July 2008, the company has consistently turned to a social commerce platform provider, outsourcing this to a company with expertise in social media.
Questions:
- Do you think most consumer product companies would benefit by adopting Rubbermaid’s social media approach?
- If so, do you think companies should ask their marketing departments to add this kind of social media to their duties and responsibilities? Or should it be outsourced?
- Do you think that even with social media in place, there is a danger in companies’ not sharing the information in a timely, meaningful fashion? Or that this information might be disseminated to brand managers along with other marketing data and lost in the shuffle?
- Given limited resources of time and personnel, do you think companies should take the extra step of reaching out to consumers who have posted negative reviews, ratings and comments? Or should they email a “thank you for participating in our ratings and reviews” instead?
I’d love to hear from you.
Tags: Marketing, Rubbermaid, Social Media
Hi Ted. Thanks for the article. I need to really be understanding how these things work because I’m risking retirement on learning soon enough to be able to earn a living at it. So I’m grateful to folks like you who are researching and writing the practical “ins and outs.”
In return I’ll answer your questions but first a few observations. You know as we continue to say things like “companies need to think of their customers as partners, and less like data to manage” it seems we are talking about major brands or at least companies who have scads of customers. As I look at the landscape of companies who may enlist my services, they may be wanting me to help get them customers period. The problem being they don’t have enough of them, let alone have the problem of managing a bunch of data from customers. So I’m real interested to learn the basics of helping small companies. So to your questions:
» Do you think most consumer product companies would benefit by adopting Rubbermaid’s social media approach?
Yes, if they’re large enough to be able to reach thousands of customers through these social media channels such as Twitter and FB.
» If so, do you think companies should ask their marketing departments to add this kind of social media to their duties and responsibilities? Or should it be outsourced?
As an agency (small shop) who wants to specialize in these kinds of campaigns, I hope many of the large companies and even their agencies will outsource this kind of specialty. But if it was me, I’d try to go inhouse. That is the idea after all, to save money.
» Do you think that even with social media in place, there is a danger in companies’ not sharing the information in a timely, meaningful fashion? Or that this information might be disseminated to brand managers along with other marketing data and lost in the shuffle?
Always that risk. As in all things, the quality of the management will be the pudding to sample.
» Given limited resources of time and personnel, do you think companies should take the extra step of reaching out to consumers who have posted negative reviews, ratings and comments? Or should they email a “thank you for participating in our ratings and reviews” instead?
No question. You can send out a thoughtful reply (if you learn to manage tools well, as quickly as sending out a generic thank you for participating. The latter is almost insulting, given the new terrain we’re dealing in.
Thanks again Ted. Keep up the great work!
Hi Winston,
Thanks for the kind words, and for your thoughtful input. I appreciate it because it adds much more dimension to my post. Simply put: I personally think if SM is used correctly, it seeks customer input and then ACTS on it. Negatives ought to be as welcome as positive comments, because it really gives any company a great opportunity to reach out to customers who are less than thrilled with the quality of products or services to make things better. However, I don’t think you have to have a large company, a high recognition brand or a huge customer base to effectively use this approach, Winston. The Internet enables companies of any size to engage with consumers now. Having said that, resources of time and money have to be committed to it. Also: “inhouse” might seem to save money, but unless there’s a savvy, marketing and people-oriented person in the business, it might be a good idea to engage an outside resource. At the very least, for consultation and assistance in setting up a SM program. What do you think?
Hi Ted,
I was just reading an article in Inc. magazine about a Pittsburgh-based e-tailer called ModCloth that lets the customers choose the fashions they offer. “Be the Buyer” encourages consumers to voice their opinions in a straightforward, no-holds-barred manner. This program really gives ModCloth owner Susan Gregg Koger important insights. In the article, she states our motto is: “ModCloth is a company you’re friends with.” The company then targets its best customers with marketing campaigns via Twitter and direct email. Interesting stuff. . . just another concrete idea on how SM might be utilized. . .
http://www.inc.com/magazine/20100201/using-crowdsourcing-to-control-inventory.html
As always, Ted, a thoughtful post. I do believe that social media dialog is essential to many companies across the spectrum. What stops a professional service firm from engaging in the same manner to gauge their clients’ feedback, needs, and recommendations?
Whenever companies can afford to have someone on the inside develop a SM strategy and then execute the plan, then that would be first choice. But, for those that can’t, external assistance is good, too.
Kudos to Rubbermaid.
Claire,
Thanks for sharing a link to another article demonstrating, once again, how SM might be used for online businesses. I would expect entrepreneurs like Ms. Koger to come up with many inventive ways to engage their customers, solicit feedback and make the whole process an enjoyable one. After all: that’s the goal for all good marketing initiatives, isn’t it?
Elaine,
Thank you for the kind words. I always appreciate reading your insights. Good question: why indeed wouldn’t a professional service firm employ some of these same techniques? It makes perfect sense. Do you know of any that do use social media well, by any chance?
As to whether SM is best implemented from the inside or with the help of an outside consultancy, I think businesses have many factors to consider. One size never fits all when it comes to marketing tactics or their implementation. Agreed: kudos to Rubbermaid. They get it!
In answer to your question, Ted, I do know of an independent attorney who has been very active in the social media space. Ellis Carter has her own blog http://charitylawyerblog.com/ in addition to much activity on Twitter, Facebook, and LinkedIn. She also “gets it” and is connecting to prospects, clients, and professionals through thought leadership on her area of expertise.
[...] Rubbermaid Hones Social Media to Engage Consumers (mpdailyfix.com) [...]
Thanks, Elaine, for sharing an example of a service provider who successfully leverages social media in her law practice. It seems the key to success centers on using this as a communications tool in a consistent manner. More companies that offer consumer services might consider ways to better connect with their customers, on an ongoing basis. Forming long-term relationships can only enhance and expand their brands.
Yea there are attorneys who were been very active in the social media in USA
Hi Social Media,
Thanks for letting us know that attorneys are active in this sphere. Any examples you’d like to share with us? Or links to some of their web sites or separate blogs we might check out? Please feel free to add more information, SM.