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#SMCNash Social Media Q&A with Oreck (Part II 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 2 of #SMCnash's Social Media Q&A with Oreck:  

Q: Oreck recently held an event for its Nashville bloggers. How did you connect with these bloggers?
A:  To connect with the Nashville bloggers that were invited to the event, we did a little research and found about 10 women who seemed to be a good fit for Oreck. We emailed each of them an invitation to the party and gave them the opportunity to bring two blogging friends along with them. Blogging is social, and we had a feeling the women would be more likely to attend if they could bring friends along with them. The invite lists had a little overlap, but it was such a great way to meet new local bloggers that we may not have found on our own.

Q: What have you learned from blogger outreach?
A: Oh, wow… where can I begin? Our blogger outreach has provided endless amounts of insights into the minds of our consumer and her interests. What we love most about the bloggers we work with is that they are committed being honest and transparent with their readers. In that, we are able to get completely honest feedback from them on product design, how to sell to women, product benefits that are important to her, how she cleans and just generally what interests her. And what’s best is that we learn something new from each blogger we get to work with.

Q: Oreck was mentioned in HubSpot's list of top brands using Pinterest right. What's been your inspiration for success on this social media channel?
A: Our inspiration for our Pinterest boards is the same as our inspiration for product design: real life.
If someone wanted to see perfectly staged images of our products on a white background, they know where to find that: oreck.com. But what if she wants to see what it’s like for a woman like her to use it? We have a board for each of our newest products that showcases our bloggers’ photos to share her experience with our products.

We also make sure that women who aren’t necessarily in the market for a new vacuum, air purifier or steam mop will benefit from the content we share on Pinterest. Whether she connects to photos of cute animals on our Furry Friends board, gets home inspiration from our Stunning Floors pins or finds a little bit of motivation for the day from the Words that Make Us Wise—we want to make Oreck her resource.

Q: What's your advice for classic brands, such as Oreck wishing to get into social media?
A: If I could give just two pieces of advice to a traditional brand for developing a social media program, it would be these:
1.    Social media must be more than just a project. Treat this new way of connecting with customers as an important and integrated part of the company’s overall brand strategy.
2.    Approach things differently. The voice in social media should be just that: social. Don’t be afraid to use personality in your interactions and absolutely do not fear the feedback. Positive feedback is always preferred, but the inevitable negative feedback provides a great opportunity to improve consumer experience and company direction with your consumers’ needs and interests in mind.

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. 
RSVP HERE: http://ow.ly/bz4iX

 

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