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Integrate social learning to 
help your organization become 
more consumer-focused 
CAMILLE LAUER 
HALLMARK 
OCTOBER 2729,...
Hallmark Case Study 
Integrate social learning to help your organization 
become more consumer focused. 
SocialMedia.org S...
“There's too much talking  not enough 
listening  learning in Social today. 
Instead focus on customer experience.” 
- Bri...
Measurement 
Monitoring  
Response 
Ideas  Inspiration 
Hallmark brand 
 campaigns. 
Primary platforms 
(and sometimes ) 
...
“Social Listening” role lives within 
Consumer Understanding  Insights Department 
(a.k.a. Research) 
Hallmark is 104 year...
50 vocal consumers 
across social media 
+ 
Lesson: 
= 
Risk is defined externally 
in a socially connected world.
TV Advertising 
Holiday TV Special 
Kid-focused + tech + high emotional 
context. A new product dynamic for us.
Enormously successful program 
• Sold through inventory 
• Met “quality acceptance” levels 
• Holiday TV special did very ...
Consumer Truth 
Dec. 26th 
Customer Service 
(1-800, email, social) 
Not equipped to make good on 
a $35 item. “Make retai...
• I expected more from Hallmark. 
• Your customer service is HORRIBLE!!! 
• Shame, shame, shame on Hallmark. 
• Since he's...
2 ½ star product 
review 
20 1-star reviews vs. 
14 5-star reviews 
First page of Google results for “Jingle” search – (2/...
“You cannot communicate your way out of 
what you behave yourself into.” 
- Linda, a wise c o l league
ROOT of the PROBLEM 
Social Media 
Steering 
Committee 
Product Integrity 
Warehouse / 
Distribution 
Product 
Development...
MAKE IT RIGHT 
SOLUTION 
• We shipped out Jingle’s friend, Nugget, 
who was new to market 
• Consumers given vouchers for ...
RESULTS 
75% 
of consumers responded 
to our replacement 
notifications 
Negative 
Amazon reviews 
followed by a “digital ...
• Customer service IS still alive, people!!! 
• Thank you Hallmark for being one of the few 
companies who truly know what...
Long-term Outcomes 
- Retailer scorecard 
Comprehensive view of consumer-reported 
service issues 
- Product Integrity 
Re...
Key Takeaways 
• The comments in social are a mirror of how your consumer experiences your brand 
• The public dynamic of ...
“You’re the one who’s going to make 
business better … you’re the one who’s 
going to make business kind.” 
- Andy Sernov ...
Camille Lauer 
Camille.Lauer@hallmark.com 
@camlauer
Learn more about past and 
upcoming events 
SOCIALMEDIA.ORG/EVENTS 
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014
Integrate social learning to help your organization become more consumer-focused, presented by Camille Lauer
Integrate social learning to help your organization become more consumer-focused, presented by Camille Lauer
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Integrate social learning to help your organization become more consumer-focused, presented by Camille Lauer

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In her Brands-Only Summit presentation, Hallmark's Camille Lauer discusses how they're integrating social media listening and measurement cross-functionally to become a more consumer-focused organization.

She goes into detail about their Jingle The Dog campaign that went south and how they worked to fix the issue to regain their customers' support and trust.

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Integrate social learning to help your organization become more consumer-focused, presented by Camille Lauer

  1. 1. Integrate social learning to help your organization become more consumer-focused CAMILLE LAUER HALLMARK OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014
  2. 2. Hallmark Case Study Integrate social learning to help your organization become more consumer focused. SocialMedia.org Summit - 10.28.14
  3. 3. “There's too much talking not enough listening learning in Social today. Instead focus on customer experience.” - Bri an Sol i s
  4. 4. Measurement Monitoring Response Ideas Inspiration Hallmark brand campaigns. Primary platforms (and sometimes ) Unbranded social listening – starting with hypothesis or theme.
  5. 5. “Social Listening” role lives within Consumer Understanding Insights Department (a.k.a. Research) Hallmark is 104 years old. The phrase “when you care enough to send the very best” was coined 70 years ago. Background
  6. 6. 50 vocal consumers across social media + Lesson: = Risk is defined externally in a socially connected world.
  7. 7. TV Advertising Holiday TV Special Kid-focused + tech + high emotional context. A new product dynamic for us.
  8. 8. Enormously successful program • Sold through inventory • Met “quality acceptance” levels • Holiday TV special did very well • Forging ahead with the “everyday” franchise • Jingle 2.0 planned for next holiday Business Truth Dec. 26th
  9. 9. Consumer Truth Dec. 26th Customer Service (1-800, email, social) Not equipped to make good on a $35 item. “Make retailer the hero” philosophy. Momma Bear Independently owned – 75% Not available on Hallmark.com. Social amplification (tick-tock-tick-tock)
  10. 10. • I expected more from Hallmark. • Your customer service is HORRIBLE!!! • Shame, shame, shame on Hallmark. • Since he's marked down 75%, they'll only give me $8 for him!! WHAT?! • Hallmark, I am done with you. • What you sell is junk and I'm going to blog this all over the internet. • My daughter is devastated because this is her favorite toy. What am I supposed to do now? • I DO NOT want to return this as my child is hysterical • Next toy won't be made in China. Get with it Hallmark! • Man-up and take care of your customers! • CORPORATE OFFICE IS USELESS HAS DONE NOTHING • I will never buy something like this again from Hallmark. • What a true disappointment!!! • My daughter is TWO, Hallmark. She doesn't understand that Mommy can't just fix it by putting in new batteries. • Congrats, today you lost me as a customer. CONSUMER COMMENTS IN SOCIAL
  11. 11. 2 ½ star product review 20 1-star reviews vs. 14 5-star reviews First page of Google results for “Jingle” search – (2/13/12)
  12. 12. “You cannot communicate your way out of what you behave yourself into.” - Linda, a wise c o l league
  13. 13. ROOT of the PROBLEM Social Media Steering Committee Product Integrity Warehouse / Distribution Product Development INITIAL STEPS - “Is this really your job?” - “Who is this, again?” - “Who is going to pay for this?” - “…spreading urban myths through the company…”
  14. 14. MAKE IT RIGHT SOLUTION • We shipped out Jingle’s friend, Nugget, who was new to market • Consumers given vouchers for Jingle 2.0 – could redeem in store during the next holiday season MECHANICS • Aggregated all contacts across customer service social • Replied to Amazon.com complaints • Coordinated with wholesale warehouse
  15. 15. RESULTS 75% of consumers responded to our replacement notifications Negative Amazon reviews followed by a “digital trail” of Hallmark reaching out to fix the problem Customer service social prepared for the “Christmas unboxing” the following year… Overwhelmingly positive feedback from consumers
  16. 16. • Customer service IS still alive, people!!! • Thank you Hallmark for being one of the few companies who truly know what Customer Service is!! • My son will be so happy! • She was over the moon happy. • She opened up the book and read to him right away. She was so happy with the little card explaining that Jingle has lost his bark. • He will be THRILLED. • My daughter will love your solution!! • I appreciate this more than you can imagine • Thank You to Hallmark and your customer service representatives! My son received his 'Nugget' today, and was Soooooo excited when I told him Jingle was going to come home again too! I really appreciate you fixing the 'Jingle Situation' for us! • You have won me back as a customer. CONSUMER COMMENTS in SOCIAL
  17. 17. Long-term Outcomes - Retailer scorecard Comprehensive view of consumer-reported service issues - Product Integrity Real wear-and-tear testing for kids’ products - Inventory planning For products that meet Jingle-like criteria - Improved CRM Link consumer contacts across touchpoints - Customer Service Migrate from cost containment to consumer satisfaction model Established Guiding Principles for branded consumer service experience - Act like one company - Emphasize what is human emotional - Personalize solutions - Make it easy
  18. 18. Key Takeaways • The comments in social are a mirror of how your consumer experiences your brand • The public dynamic of social can be a powerful change agent • Don’t underestimate the power of real people’s stories – names, faces, verbatims – to rally a team internally • Aim for the root of the issue • “Consumer advocate” is implicit responsibility of your role in social
  19. 19. “You’re the one who’s going to make business better … you’re the one who’s going to make business kind.” - Andy Sernov i tz S o c i a lMe d i a . o r g S ummi t , 2013
  20. 20. Camille Lauer Camille.Lauer@hallmark.com @camlauer
  21. 21. Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014

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