#SMCNash Social Media Q&A with Oreck (Part I of II)
Social Media Club Nashville (#SMCNash) recently had the pleasure of asking Nashville-based, Oreck Corporations' Social Media Specialist, Chelsea Smith about classic brand's emergence into the social media space. Here's part 1 of #SMCnash's Social Media Q&A with Oreck:
Q: What prompted Oreck to get more into social media?
A: Oreck is undergoing an incredibly exciting season of change in many aspects of our business. Our Facebook page was created in May 2009, and our Twitter account launched shortly after that. In spring 2011, a full-time position was approved to be completely dedicated to our social media efforts. I joined Oreck that August, and we’ve been moving forward at a rapid pace since then.
That’s the history, but here’s why: social media is where people are choosing to interact. High school reunions are no longer necessary to see who married who and where so-and-so lives. We have Facebook for that. So it only makes sense that women in our demographic are choosing to interact with brands in the same places that they interact with their family, friends and kindergarten classmates. When they’re ready to interact with us, we don’t just want to be present. We want to be relevant, helpful and engaging.
Q: What social media marketing channels is Oreck using?
A: You can connect with Oreck on Facebook, Twitter, Pinterest, YouTube and Google+. We’re also on Instagram under the username “oreckliving.”
Q: What have you found to be most effective in engaging with your customers?
A: An authentic and consistent voice. No matter the social medium, the feedback we continue to get is that our success lies in our content. We aim to engage current and future customers effectively through Facebook, Twitter and other channels, but we give due attention to all feedback—both positive and negative. Then we take it a step further. In every component of our social strategy, we keep transparency top of mind and work to become a real and relevant friend and resource to our consumers, not just a brand.
Q: How has this changed brand loyalty with not only the nostalgic long-time customers, but expanded into younger customers?
A: This is a funny question because of the changes in our business right now. Our demographic has historically skewed to an older group of women, but we want to bring her daughter and maybe even her granddaughter into the world of Oreck. Social media is a key initiative in this company-wide strategy. Where we once received handwritten letters mailed to our offices from those we called “Love my Oreck” customers, we now get that same sentiment on Facebook and everyone can see it.
WANT TO LEARN MORE?
Join Social Media Club Nashville as we take an inside look at how Nashville based, Oreck is cleaning up its competition with social media. June 27th from 6-8pm at NovaCopy Nashville.