Copyright 2009 Dolan Media Newswires

January 22, 2009 Thursday

NEWS

594 words

Heather Caliendo

Blogging. Twitter. Facebook.

Any business can benefit from those avenues of social media, said John Andrews, senior manager of emerging media for Wal-Mart.

"With social media is it about a true authentic connection with an audience," he said. "It's a way to engage people and it's an augment for your product. "

Andrews spoke to the Tulsa branch of the International Association of Business Communicators Wednesday. He discussed how Wal-Mart used social media to engage customers.

A few years back Wal-Mart attempted to break into the social media arena with blogging. The blogs were not by free-standing individuals, but created and paid for by its public relations firm.

Even with that setback Wal-Mart continued to seek a role in social media.

After working with Wal-Mart in various departments, Andrews was promoted to run the emerging-media department. His role is to build marketing technology platforms to help reinforce the Wal-Mart brand - "save money, live better. "

"But saving money is not a sexy social media concept," said Andrews. "The question was how to get the excitement of social media into the idea about saving money. "

Andrews said he began by joining different social media outlets. Through research he came across a community of people passionate about saving money.

He centered on a group of mom bloggers and contacted them about forming an online community devoted to money-saving ideas.

The mom bloggers joined under the Web site elevenmoms.com, which provides topics such as how to feed a family on a budget. The social community ended up expanding to include a YouTube channel, radio network and additional bloggers.

Andrews said once the site was up and running the moms were brought to Wal-Mart headquarters to further connect with the company.

They sat down with executives from Wal-Mart, and the entire time the moms blogged about the trip.

"It gave outside people an inside look into our organization," said Andrews. "It also really transformed internally the way Wal-Mart looked at social media. "

Another way Wal-Mart dived into social media was by adding a ratings and review section to its Web site. Andrews said a recent report stated 80 percent of consumers used some sort of ratings and review tool during the holiday season.

Still, some officials inside the company were hesitant - bad reviews could have a negative effect on business.

"They said 'what if someone says something bad about our product?'" said Andrews. "Well it's better that you know about it. If you are willing to help solve the problem it becomes an asset in your favor. "

Wal-Mart is also incorporating mobile technology. For those who give permission, the retailer will send text messages about product specials.

Andrews said social media provides an inexpensive way to reach consumers.

"Don't think of it as a substitute for traditional marketing," he said. "It's a great amplification to what you are already doing. "

Chris Berger, director of marketing for 66 Federal Credit Union, said he thinks companies that don't have some sort of social media outlet are missing out on a prime market.

He said 66 Federal Credit Union has a blog and a Facebook Web page. While the credit union hasn't incorporated social media as a sales technique, Berger said it has helped consumers stay informed about events. The people they are connected with on Facebook tend to visit the 66 Federal Credit Union Web site as well, he said.

"The biggest thing is it's all about branding and maintaining a consistent brand," said Berger. "Don't be something you're not when using social media. "

January 23, 2009