How Sam's Club Uses Social Listening to Serve Member Desires
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Sabrina Callahan and Mark Quine from Sam’s Club join Social Pros in part five of the five-part Social Pros Deep Dive series into Sam’s Club. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud SocialMedia.org Upfluence Supermetrics Full Episode Details The Sam’s Club Deep Dive is a new five-part series that explores how social media teams run their day-to-day operations over several episodes instead of just one. Social Pros interviewed several Sam’s Club social team members to learn the secrets of their success. Other than direct feedback or surveys, nothing quite captures the opinion of customers like social media can. Social media can provide a window into the minds of customers. It can help brands understand where they’re going right or wrong and what customers really want. That’s why Sam’s Club takes social listening so seriously. In this episode of the Social Pros Deep Dive into Sam’s Club, Social Pros speaks again with Sabrina Callahan, Senior Director of Brand and Social Marketing, and Mark Quine, Director of Social and Brand Media. They discuss the importance of social listening and how Sam’s Club responds to social opinion so quickly and effectively. Mark then discusses Sam’s Club’s approach to paid social and which strategies work best for the club. All five episodes are out now, so get ready to binge! As this is a brand-new series, we’d love to hear some feedback on what you think of the Social Pros Deep Dive. Please share any thoughts you have by emailing Jay directly. In This Episode: 6:06 – Sam’s Club’s philosophy around social listening 8:18 – Why Sam’s Club has a member insights team 10:37 – How Sam’s Club measures and tracks customer sentiment on social 11:55 – How the social team translates its metrics for other departments 16:06 – How Sam’s Club introduced ‘Hero Hours’ during the pandemic after social posts went viral 21:47 – How Sam’s Club distinguishes between signal vs. noise 25:37 – Which channels Sam’s Club values the most for its insights 29:03 – The role of paid social in Sam’s Club 29:52 – How Sam’s Club measures the success of paid social 31:21 – How Mark tries to establish real causation and correlation in paid social 32:10 – How the social team keeps things consistent by working closely with the digital marketing teams 36:59 – Sam’s Club’s methods and strategies around boosting social posts 38:27 – Mark’s thoughts on which creative ad formats perform best for Sam’s Club 44:26 – Mark’s number one tip for becoming a social pro Resources Get the new State of Marketing report for free from Salesforce Download Upfluence’s Brand Influence Ranking Report Download the Social Media Metrics template from Supermetrics Visit SocialPros.com for more insights from your favorite social media marketers.
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