Article Number: 5866
Mohawk Industries leading the way in social media
More than 500 million people prove it—social media isn’t a fad. It’s fact. And that number is only from Facebook users!
Mohawk recognized this more than two years ago, as many companies struggled with how to take advantage of this emerging medium. Twitter, YouTube, Facebook and other outlets would need something that the consumer could enjoy— not just sales and tips for cleaning sugary whipping out of fiber.
What began with a Black Rhino living 14 days on SmartStrand carpeting expanded into so much more, providing the consumer and Mohawk retailers compelling, interesting and demonstrable experiences with a wide variety of our flooring products.
Some recent examples include House Beautiful’s 2010 Kitchen of the Year featuring Mohawk Hardwood. While this room designed by Bravo TV’s Jeff Lewis included beautiful flooring, it also allowed us to highlight a Taste of Summer menu.
Imagine a country cottage in the middle of Manhattan. Mohawk was there with Country Living’s 2010 “Home Green Home,” showing off sustainable flooring like our EverStrand carpeting and reclaimed Mohawk Hardwood.
The Family Circle Cup Tennis Tournament in South Carolina proved SmartStrand carpet’s durability again as almost 100,000 people walked across it. Mohawk documented several moments with the carpeting throughout the event.
What do these three events have to do with social media? Simple. In each case, consumers were able to read commentary and see real time videos on all these unique projects—all through social media.
Moreover, our social media finds plenty of styling and help from HGTV designer Taniya Nayak, and flooring installation instructions and tips also appear from Mohawk handyman Chip Wade, star of HGTV’s “Curb Appeal: The Block.”
And while Mohawk finds using social media can be an effective tool, we also know sharing that knowledge with our retailers is imperative. For the last few years, instructional opportunities at our convention and regional shows have included effective use of social media, including a guidebook, “2010 Tech Tips” distributed throughout the year. Tech Tips included weekly ideas for possible content for Facebook or other postings.
Mohawk will continue this educational effort in 2011, helping our valued retailer partners learn to use social media to drive store traffic and build their brands.
Mohawk recognized this more than two years ago, as many companies struggled with how to take advantage of this emerging medium. Twitter, YouTube, Facebook and other outlets would need something that the consumer could enjoy— not just sales and tips for cleaning sugary whipping out of fiber.
What began with a Black Rhino living 14 days on SmartStrand carpeting expanded into so much more, providing the consumer and Mohawk retailers compelling, interesting and demonstrable experiences with a wide variety of our flooring products.
Some recent examples include House Beautiful’s 2010 Kitchen of the Year featuring Mohawk Hardwood. While this room designed by Bravo TV’s Jeff Lewis included beautiful flooring, it also allowed us to highlight a Taste of Summer menu.
Imagine a country cottage in the middle of Manhattan. Mohawk was there with Country Living’s 2010 “Home Green Home,” showing off sustainable flooring like our EverStrand carpeting and reclaimed Mohawk Hardwood.
The Family Circle Cup Tennis Tournament in South Carolina proved SmartStrand carpet’s durability again as almost 100,000 people walked across it. Mohawk documented several moments with the carpeting throughout the event.
What do these three events have to do with social media? Simple. In each case, consumers were able to read commentary and see real time videos on all these unique projects—all through social media.
Moreover, our social media finds plenty of styling and help from HGTV designer Taniya Nayak, and flooring installation instructions and tips also appear from Mohawk handyman Chip Wade, star of HGTV’s “Curb Appeal: The Block.”
And while Mohawk finds using social media can be an effective tool, we also know sharing that knowledge with our retailers is imperative. For the last few years, instructional opportunities at our convention and regional shows have included effective use of social media, including a guidebook, “2010 Tech Tips” distributed throughout the year. Tech Tips included weekly ideas for possible content for Facebook or other postings.
Mohawk will continue this educational effort in 2011, helping our valued retailer partners learn to use social media to drive store traffic and build their brands.
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