Leo Tennant, Social Media Advisor at Boden, at Social Media Week 2013. Hosted by Our Social Times, 26/9/13

1. Boden & Facebook:
An Insight into Customer Relations
1

2. 2
Boden
was
founded
in
1991
Ini1ally
launched
with
just
8
menswear
products
Launched
womenswear
in
1992
and
childrenswear
(Mini
Boden)
followed
in
1996
Today
we
employ
over
800
hard
working
staff
On
average
we
ship
13,000
parcels
per
day
from
our
warehouse
in
Leicester
Boden’s
uniquely
Bri1sh
brand
of
fashion
makes
life
lovelier
for
the
whole
family.
Background

3. 3
Where
are
we
now?
Original
venture
into
Social
Media
was
Boden
Community
(BC)
Online
community
with
forum,
blogs,
compe11ons
etc
Migrated
BC
onto
external
social
plaQorms
Ac1ve
on
Facebook,
Pinterest,
TwiUer,
Instagram,
Google+
Majority
of
CS
interac1on
is
via
Facebook

4. 4
Iden-fy
and
encourage
Brand
Advocates
.
.
.
Marie
Jackson
How
come
Winter
preview
orders
haven't
dispatched
yet,
the
collec-on
is
online
and
a
top
up
order
I
placed
(winter
items)
yesterday
has
already
dispatched!?
Was
there
any
point
in
me
ordering
through
the
preview?
Like
·∙
·∙
17
September
at
18:47
Margaret
Jenkins
There
have
been
lots
of
posts
about
this
in
previous
seasons.
The
advantages
of
the
preview
are
the
20%
discount
and
also
that
you
are
guaranteed
your
items
-­‐some
of
which
sell
out
very
quickly
indeed.
Like
·∙
Reply
·∙
17
September
at
18:54

5. 5
Share
Responsibility
.
.
.
Kathy
Hill
Have
just
spent
a
very
enjoyable
hour
or
so
browsing
through
the
new
catalogue
Was
very
pleased
to
note
that
the
Bistro
trousers
sit
at
natural
waist
however,
on
the
website
it
says
sits
below
natural
waist.
Which
one
is
the
correct
descrip-on??
Am
desperately
hoping
the
catalogue
is
right.
Could
you
check
that
for
me
please?
Thank
you
Like
·∙
·∙
16
September
at
21:13
Boden
Clothing
How
confusing
Kathy!
Leave
it
with
us,
we'll
be
right
back
:)
Like
·∙
Reply
·∙
1
·∙
17
September
at
08:46
Boden
Clothing
Our
inves1ga1ons
have
discovered
that
the
website
is
correct
and
they
sit
below
the
waist.
Once
again
we're
really
sorry
for
the
confusion
Kathy.
Like
·∙
Reply
·∙
17
September
at
13:36

6. 6
Share
Responsibility
.
.
.
Kate
SeamarkThanks
for
poin-ng
me
in
the
direc-on
of
your
ethical
policy
-­‐
I've
read
it
thoroughly
and
commend
you
on
having
one.
They're
few
and
far
between!!
But
I'm
s-ll
not
sure
if
your
clothing
is
currently
sweatshop-­‐
free
or
if
it's
something
you're
s-ll
working
on.
Could
you
clarify,
please?
Boden
Clothing
Hi
Kate
our
Ethical
Trade
Manager
appreciates
your
concerns
and
would
like
to
assure
you
that
we
do
not
source
from
sweatshops
and
do
everything
possible
to
ensure
proper
working
prac1ces
are
upheld
in
the
factories
that
we
do
source
from
.
.
.

7. 7
Be
Human
.
.
.
Elizabeth
Evans
I'm
so
sad
-­‐
a
hole
is
appearing
in
the
toe
of
my
navy
ribbed
-ghts,
worn
only
twice!
I
have
scru-nised
my
toenails
and
shoes
but
cannot
see
a
reason
for
it.
Most
disappointed
-­‐
I
don't
usually
make
a
habit
of
spending
more
than
£10
on
a
pair
of
-ghts
so
I
was
hoping
for
reinforced
toes!
Like
·∙
·∙
17
September
at
22:34
Boden
Clothing
Don't
be
sad
Elizabeth
please
email
social@boden.co.uk
and
we'll
sort
this
out
for
you
:)
Like
·∙
Reply
·∙
1
·∙
Yesterday
at
08:13
Elizabeth
Evans
Thank
you
Boden
:)
Like
·∙
Reply
·∙
Yesterday
at
09:20
via
mobile

8. 8
Be
Gracious
.
.
.
Joan
Olson
Thanks
for
such
great
customer
service!
I
will
keep
coming
back
not
only
because
I
love
the
clothes
but
also
because
of
your
customer
service.
17
September
at
19:48
near
SeaUle,
WA,
United
States
Boden
Clothing
Thank
you
Joan
this
is
our
favourite
kind
of
feedback
J
Donna
Eberle
Ummmm
wish
I
could
say
the
same
Joan,
emailed
them
on
the
10th
and
not
heard
back
yet
:-­‐(
except
for
the
we
will
get
back
to
you
asap
email......not
so
asap!!
Boden
Clothing
Hi
Donna
if
you
could
please
re-­‐send
your
email
to
social@boden.co.uk
we'll
chase
up
the
maUer
with
our
CS
team.

9. 9
Be
transparent
.
.
.
Anita
Tweedale
Not
at
all,
am
off
to
M
and
S
this
year
their
clothes
are
fabulous
x
x
x
Like
·∙
Reply
·∙
2
hours
ago
via
mobile
Boden
Clothing
We're
really
sorry
this
doesn't
float
your
boat
Anita
let's
hope
we
can
win
you
back
with
our
Spring
range
:)
Like
·∙
about
an
hour
ago

10. 10
Be
Prompt
.
.
.
Rose
Petal:
Good
morning
Boden.
I
was
hoping
that
when
the
winter
range
went
live
you
would
sort
out
the
Key
to
grid
.
When
I
am
using
my
I
pad
it
won't
let
me
click
on
the
colour
swatch
so
that
the
picture
changes
with
the
diifferent
colours
and
paYerns
and
the
colours
don't
come
up
at
the
boYom
of
the
grid.
Thank
you.
Like
·∙
·∙
16
September
at
10:03
Boden
Clothing
We're
sorry
for
the
inconvenience
Rose,
we
spoke
to
our
Techies
and
it's
definitely
on
their
'To
do'
list
Rose
Petal
Thank
you
Boden
for
your
prompt
reply.
Like
·∙
16
September
at
10:26

11. 11
To
summarise
.
.
.
Iden-fy
and
encourage
Brand
Advocates
Share
Responsibility
Be
Human
Be
Prepared
Be
Gracious
Be
Transaparent
Be
Prompt
And
to
conclude,
I’ll
leave
you
with
the
words
of
customers
Michelle
Springer
&
Monica
Richardson,
over
to
you
ladies.
.
.

12. 12
Michelle
Springer
Have
I
ever
men-oned
that
you
have
the
coolest
staff?
Once
again,
they
have
been
very
pa-ent.
Thanks
for
having
such
pa-ence
with
me!
Like
·∙
·∙
16
September
at
15:18
Monica
Richardson
Boden
customer
service
are
the
best!!
Thank
you
as
ever
for
all
your
help
and
efficiency.
Mon
x
Like
·∙
·∙
5
hours
ago
near
Beetley