By Maggie Schneider Huston-Oracle on Apr 29, 2015
Doug White, CMO, Ecell Global
It’s all fun and games to talk about social marketing strategy, but when push comes to shove, we learn the most from real life experience. We spoke to Douglas White, the CMO of Ecell Global (which owns and operates Head Case Designs) about what works for them in social media marketing.
Who Is Head Case Designs?
They create personalized cases for your mobile device. Founded in 2005 in England, the company has over 350 employees around the world, with a strong presence in the US, UK, Germany, Italy, Australia, Hong Kong, and Japan. According to their website, “Head Case is the global leader in custom mobile case designs, with more than 3 million product offerings shipped to the hippest cats worldwide.”
Up until a year ago, their cases were sold exclusively on eBay and Amazon. They decided they needed to establish a direct-to-consumer selling strategy, and that’s when their social media marketing kicked into high gear.
Social Strategy - Marketing and Selling
Most importantly, Head Case Designs knows their customers. They primarily serve 18-24yr old millennials, with 75% of their customers under the age of 30. They skew female. These people are cool. They’re unique. They don’t want what everyone else has - they want to stand out. They view their phones as an extension of their brand identity.
Building off of that knowledge, Head Case Designs created a brand personality that is “someone you would want to hang out with at a party,” says White. “We’re friendly, jokey. Not too serious.”
Developing their brand identity and tone guided their hiring decisions as well, White adds. They’ve hired three new people who mirror their clientele and have experience cultivating a following in their personal life.
With these fundamentals in place, they’re creating content that is specifically tailored to their customers. White says “we used to post photos of the front and back of cases, but that was not engaging. You’ve got to make sure your products are presented in a way that consumers can relate to it. People need to be able to see themselves using it.” They started posting photos of the phone cases on desks, with jewelry and papers strewn about. This type of content created a new level of customer engagement and support.
Social Strategy - Customer Experience
There’s something special about being able to say “I made that.” Head Case customers are proud of what they have created and they want to share it. Head Case uses the Oracle Social SRM Media Mixer tool to create their “Cool Case Wall” on Facebook. White adds, “It only took 30 minutes for us to set it up. We search #headcase and #headcasedesigns, find the good photos and then add it to the wall. Then we direct message the people who posted it and say, ‘Hey, thanks for posting that great picture of your Head Case, we’ve highlighted it on our Cool Case Wall, go check it out.’ And then they feel closer to the brand.”
Customers also need to know that their concerns are being heard as well. “Social is the place where we need to engage the consumer,” says White. Head Case prioritizes responsiveness on all platforms because they know that “if one customer complains on social, you’ve lost 10,000 customers. Social has shifted the power from the brand to the consumer.”
The first thing White said was, “We’re learning our social strategies every day.” That’s not to say that they’re amateurs; rather, it means that Head Case maintains a “beginner’s mindset” every day. A beginner is unbiased and open to new ideas. They’re creative. They think differently. Keeping a fresh perspective allows you to create fresh and original content, which is what resonates with customers.
Of course, not everything is going to be a winner. Head Case has set up specialized analytics dashboards within Oracle Social’s SRM to analyze what content is doing well on each platform. “We would prefer to grow our fan base slowly and stay engaged,” says White. “Wouldn’t it be better to have a small number [of fans] that is engaged and sees everything you post, than a big number that never hears your message?”
White also mentioned “proactive marketing,” a relatively new strategy that utilizes Oracle’s listening capabilities to capture when a customer is having a problem with a competitor. For example, if someone posts “ugh my case just broke again!” this message would be flagged for Head Case’s team to reach out and say, “Hey, we hear you’re having a problem, how about you try us for a discount?” This strategy also has the added benefits of creating a metric that will show directly how social media drives the bottom line.
“Social marketing is built to break rules and operate quickly,” says White. Check them out on Twitter, Facebook, Instagram and Google+ to follow their social progress in real time.