There will be many similar questions asked. Are there any set answers to these?
“They are stories! They are in a PDF, compare it to a FAQ that you can read as a story. So no, we do not have fixed answers, but we do all draw from the same basis. We also draw up a content calendar every month, which the entire team is aware of. And we evaluate monthly which posts are going well and which could be improved. Every two weeks my colleague calls the Facebook and Twitter contact person for an update. That way we all know which topics are playing and what we answer.”
Webcare example of Ben & Jerry's on the Dutch Facebook page
Webcare example of Ben & Jerry's on the Dutch Facebook page
“Just being honest is greatly appreciated”
With a mix of enthusiasm and surprise, Stephan says that simply being honest is “super appreciated”. That sometimes feels unnatural to him, when the brand is under attack. But, as he has learned, if you are open and transparent, you also get a friendly response: “I find that very striking.”
When asked whether it is easier for Ben & Jerry's than for other brands in this era of transparency and direct communication, because these values have been embedded in the strategy and operation from the start, Stephan denies it. "It is not easier for us. Yes, it is nice that we have a clear message, but it can also work against you, such as with the marriage equality positions. That really does not go down well in certain cultures. We always engage in conversation and do not ignore anything. Or fans answer each other themselves and I like that - let people talk to each other."
That brings the conversation to the art of choosing words. What do you type russia mobile phone number list when it comes down to it on your smartphone in response to people with the strategy, stories and positions in your head? “A lot of people don’t think carefully. What does that person actually want to say? That is often not immediately apparent in the literal words. Usually it is a few sentences and you have to think carefully about that. What would you like as an answer, which is also authentic? That does not always happen with other brands. You do not taste the sentiment. And that empathy combined with honesty is perhaps the secret behind our online success.”
Do you know how your online activities influence ice cream sales?
“We use KPIs, but on topics that we find important. So we look at the interaction on posts about fair trade, animal welfare and social issues. UvA students have investigated why so few people respond to our socially responsible messages. And why is that? Fans think it is super cool to read, but not cool enough to comment, like or share. So for the reach of such messages, the simple learning is that you have to advertise with that. Because we do think it is important to tell and that is what we are judged on.
What we also know now is that there is a significantly higher willingness to buy among people who know more about our background, for example fair trade ingredients and sustainable dairy. If you tell that story, people not only find it nice to hear. By knowing more about your product, people make a more conscious purchasing decision in the store. So everything we do contributes to that.”
What else do you want to achieve with webcare?
“That we can demonstrate even better that online and social contribute to a purchase. I firmly believe in that. People remember much more than you think and purchases are largely unconscious. All purchasing and marketing psychologists have known that for a long time.”