Social Media Community Management Case Study
FSC Interactive managed to turn one unsatisfied Zatarain’s customer into a brand advocate by listening on social media and taking the appropriate steps to respond.
Through monitoring, we were able to see a conversation occurring on Twitter among Zatarain’s followers who had not tagged the brand in their tweets.
Twitter follower and mommy blogger Katy, @birdonthestreet, shared negative feedback to a tweet that was posted on a Monday, asking whether followers prefered red beans or black beans. Katy thought that the timing of the tweet showed a lack of brand awareness, as Mondays in South Louisiana are traditionally associated with red beans and rice.
FSC jumped on the opportunity to insert ourselves into the conversation, showing that we are listening to followers and care about their feedback, whether positive or negative.
Reaching out to Katy gave her the opportunity to share her feedback with the brand directly. Additionally, other fans of the brand came to Zatarain’s defense.
FSC Interactive saw an opportunity to make light of the situation by sending Katy some red beans and rice. With the simple action of mailing a package, Katy had been converted from a brand critic to a brand evangelist.
Her tweet about the Surprise and Delight we sent her had a snowball effect, inspiring positive sentiments about Zatarain’s from her followers.
Katy continues to support the brand and regularly engages with our content. Through the course of 23 total online interactions and nine products sent (a total retail value of $21), FSC Interactive helped Zatarain’s reach 25,901 potential new customers and turned one unsatisfied customer into a brand advocate.
Contact us for a free consultation today and see what FSC Interactive can do for your digital marketing strategy!