Article Number: 5832
Shaw is using social media to engage and help your consumers
Honesty, integrity and hard work are the core values that Shaw Industries strives to expound in every aspect of business—from its associates to its manufacturing to its means of marketing itself. In an age of ever-changing technology and viral communication, Shaw knows it is necessary to implement social media into our marketing strategy successfully from the start. When done correctly, social media provides exciting avenues to build brand awareness and uphold the integrity of the company. Shaw intends to mold a social media plan to do just that.
Many individuals, and even companies, employ a social media outlet with the sole purpose of gaining the most followers, fans or friends. People have very short attention spans, and retention on the Internet can be challenging when consumers are inundated with such large amounts of information at once.
At Shaw, we believe that in order to truly uphold integrity, we must allow our personal interaction to be meaningful, engaging and helpful. With the goal of executing the best plan for viral communications, Shaw has created a Social Media Core Communications Team that deciphers which avenues are best to meet the needs of individual audiences. The goal is to create genuine dialogue with followers, while still properly broadcasting important information.
Shaw brings all communications teams together to brainstorm how effective the company can be in engaging consumers, dealers, architects and designers, as well as our own associates. Testing each avenue, Shaw has quickly learned that any social media outlet must provide an experience for the consumer, yet not intrude in their personal life.
Some examples include posting the Anso nylon Guinness World Record Pie Fight on YouTube.com, having several Facebook and Twitter pages, people’s choice voting, sharing our Spring is Green and Fall Flooring events and a Carpet Stain Center iPhone app that provides the consumer with easy-to-access, step-by-step cleaning instructions.
Shaw also hosted a blogger event in conjunction with CCA Global to tout the buying group’s successful Tigressá program. Through Twitter and home-focused blogs, attendees discussed the program from the manufacturing of the product through the marketing aspects. Ranging from DIY to design-focused consumers, the bloggers represented the top in the nation, expanding the program’s reach to the influential blogger voice.
Different channels
Diversifying the channels to reach the consumer provides a viral playground that supports molding the perfect social media communications approach.
The Internet allows for endless opportunities to build a transparent brand that is relatable to the consumer. Having casual conversations through Twitter, and sharing trends, updates, creative ideas, contests or just reading on Facebook and blogs, provides a sense of community and commonality that otherwise would not exist.
Today, consumers are becoming more active, and brands such as Shaw, can provide the platform for unique and innovative activity. Engagement of the consumer is realistic and smart, as it is otherwise becoming more difficult to differentiate brands.
In the future, expect to see increasing creative efforts within viral marketing and branding that will complement Shaw’s already strong marketing mix. In a business built by relationships, social media provides a great advantage to making stronger connections.
Many individuals, and even companies, employ a social media outlet with the sole purpose of gaining the most followers, fans or friends. People have very short attention spans, and retention on the Internet can be challenging when consumers are inundated with such large amounts of information at once.
At Shaw, we believe that in order to truly uphold integrity, we must allow our personal interaction to be meaningful, engaging and helpful. With the goal of executing the best plan for viral communications, Shaw has created a Social Media Core Communications Team that deciphers which avenues are best to meet the needs of individual audiences. The goal is to create genuine dialogue with followers, while still properly broadcasting important information.
Shaw brings all communications teams together to brainstorm how effective the company can be in engaging consumers, dealers, architects and designers, as well as our own associates. Testing each avenue, Shaw has quickly learned that any social media outlet must provide an experience for the consumer, yet not intrude in their personal life.
Some examples include posting the Anso nylon Guinness World Record Pie Fight on YouTube.com, having several Facebook and Twitter pages, people’s choice voting, sharing our Spring is Green and Fall Flooring events and a Carpet Stain Center iPhone app that provides the consumer with easy-to-access, step-by-step cleaning instructions.
Shaw also hosted a blogger event in conjunction with CCA Global to tout the buying group’s successful Tigressá program. Through Twitter and home-focused blogs, attendees discussed the program from the manufacturing of the product through the marketing aspects. Ranging from DIY to design-focused consumers, the bloggers represented the top in the nation, expanding the program’s reach to the influential blogger voice.
Different channels
Diversifying the channels to reach the consumer provides a viral playground that supports molding the perfect social media communications approach.
The Internet allows for endless opportunities to build a transparent brand that is relatable to the consumer. Having casual conversations through Twitter, and sharing trends, updates, creative ideas, contests or just reading on Facebook and blogs, provides a sense of community and commonality that otherwise would not exist.
Today, consumers are becoming more active, and brands such as Shaw, can provide the platform for unique and innovative activity. Engagement of the consumer is realistic and smart, as it is otherwise becoming more difficult to differentiate brands.
In the future, expect to see increasing creative efforts within viral marketing and branding that will complement Shaw’s already strong marketing mix. In a business built by relationships, social media provides a great advantage to making stronger connections.
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