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BlogWell Cincinnatti Social Media Case Study: Graco, presented by Kelly Voelker

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In her BlogWell Cincinnati case study presentation, "Social Media's Role in Product Recalls," Graco's Brand Manager, Kelly Voelker, shares how they're using social media to inform customers during product recalls.

Kelly explained how they pro-actively shared their message to customers with specific communication on their blog, YouTube, Twitter, Facebook and a dedicated Web Page.


BlogWell is the only conference where social media executives from big brands come together to share their case studies, offer practical how-to advice, and answer your questions.

To learn more about BlogWell, visit gaspedal.com/blogwell/

BlogWell is produced by GasPedal and the Social Media Business Council.

Learn More: gaspedal.com and socialmedia.org

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BlogWell Cincinnatti Social Media Case Study: Graco, presented by Kelly Voelker

  1. 2. Social Media’s Role in Issue Management Blogwell Cincinnati April 7, 2010 Kelly Voelker PR & Social Media Manager @gracobaby @gracoKelly
  2. 3. 7:00 a.m. January 20, 2010 <ul><li>1.5 million strollers worldwide; seven injuries reported </li></ul><ul><li>Widespread media coverage in nearly every major national outlet </li></ul><ul><li>Very specific design & model = mass confusion </li></ul>
  3. 4. 6:59 a.m. January 20, 2010 <ul><li>Graco went live with proactive, specific communication through the Graco blog, YouTube, Twitter, Facebook & dedicated Web page </li></ul><ul><li>Reached out to influencers to help spread the word </li></ul>Doubled our monthly traffic in five days 3000+ tweets in 9 hours Site traffic +10X
  4. 5. Dealing with negative feedback <ul><li>Get ahead of the news </li></ul><ul><ul><li>Proactively search for and respond to conversations </li></ul></ul><ul><li>Work closely with customer service </li></ul><ul><ul><li>Prepare the team in advance and loop in with most senior person </li></ul></ul><ul><ul><li>Flag negative feedback in real time </li></ul></ul><ul><ul><li>Deal with concerns on a case-by-case basis and get permission to act </li></ul></ul><ul><li>Start building a relationship before a problem exists </li></ul><ul><ul><li>There will be times when the community will chime in – give them something positive to say </li></ul></ul><ul><li>If it’s something the community can benefit from, try to start in public; if not -- take it offline </li></ul>
  5. 6. One example: Michelle “ Fix it or I’m taking it to YouTube to show everyone what your products are really like.”
  6. 7. A turnaround “ I will ALWAYS continue to buy and use Graco products thanks to the way this was handled.”
  7. 8. And a little positive news
  8. 9. What we learned <ul><li>Legal Collaboration </li></ul><ul><ul><li>Become a legal go-to inside your organization </li></ul></ul><ul><ul><li>Prepare messages in advance (both word-for-word & message “types”) </li></ul></ul><ul><ul><li>Make sure your legal team understands social media </li></ul></ul><ul><li>Executive Communication </li></ul><ul><ul><li>Held twice-daily calls leading up to and for the week following with top company leadership worldwide </li></ul></ul><ul><ul><li>Sent daily e-mail updates on coverage, red flags </li></ul></ul><ul><li>Global Integration </li></ul><ul><ul><li>Clarify the meaning of a recall outside of the US </li></ul></ul><ul><ul><li>Treat all consumers the same </li></ul></ul>
  9. 10. Kelly Voelker – Graco Children’s Products @gracobaby · @gracoKelly [email_address] www.blog.gracobaby.com http://gracobaby.com http://facebook.com/graco THANK YOU