After analyzing your chosen example, respond to the following questions in your blog post:
- What was done successfully to meet the wants and needs of the target audience?
Whirlpool worked on improving their personal relationship with their customers, they enhanced personal connections.
- How was the social and consumer experience addressed? Was this done successfully? Explain.
For Whirlpool #Everydaycare campaign the social and consumer experience was successful because it generated real stories from people on social media. The campaign got people talking from all over the world about whirlpool and how they are helping people with doing repetitive everyday home chores. “To evolve Whirlpool conversations from rational (product-based) to emotional (people-based), they committed to unearthing thousands of stories of ‘Every day, care’ from real consumers and leaned on word-of-mouth to form a critical foundation to the integrated campaign – which was the brand’s largest ever” (Whirlpool.2018). The messages on social media appears to be mainly consumers who own Whirlpool products and it turns out to be all positive comments! Whirlpool also responds to complaints in a very personalized and professional way online. Their messages are not static because you can tell by reading them that someone is reading and responding to each person because they will reference a person’s name in a response. So, I believe that the social and consumer experience was addressed successfully.
- How were the digital media followers handled?
Whirlpool has 1.1 million likes on Facebook, 29.4k followers on Twitter, and 10.6k followers on Instagram. Whirlpool has constant positivity on all digital platforms. The comments on their social medias have all been positive and uplifting.
- Is there something that could have been done differently to make that experience more efficient?
I believe that Whirlpool did everything they could have done to changed how their digital media is handled. Whirlpool needed help with their products and online customer complaints. They succeed in that when they did the #Everydaycare campaign on social media.
Take a look at the company’s current website, major social media page, and/or mobile site, if applicable.
- What is the company doing effectively now?
Whirlpool has been keeping up with their social media presence by staying active and posting strong content. They post people doing everyday chores in their homes with their appliances they are keeping up with their #Everydaycare campaign. They have an app that you can download that you’re able to control your oven and stove right from your phone. Whirlpool has been keeping up with the times by selling new up-to-date appliances that allow you to pre-heat your oven from your cell phone. You can even ask Alexa how much time is left on your wash cycle!
- How are ethical engagements in social media helping with effectiveness?
Whirlpool’s Instagram content shows people from every race and age using their appliances from cooking food to doing laundry. They know their audience and post content that is made to appeal to their consumers. Whirlpool is good at keeping their consumers involved on social media by posting stories and allowing people to be a part of a conversation. Their followers are using the #Everdaycare to keep the conversation going. They are also reposting their followers post on their stories to make them feel involved.
- If the company is using a mobile application, how does the app meet the consumer’s need?
Whirlpool has three apps that you can download on your phone. They have a lifestyle app, a business app and a customer service app. The customer service app allows you to have access to their installation guides on their appliances. The app even allows you to order parts and schedule Maintenace for your appliance. It makes it convenient for customers to have these resources in once app.
The business app allows you to stay connected to the Whirlpool community! The app sends you updates about new appliances. I think that most Whirlpool consumers will not be interested in keeping up to date with new Whirlpool appliances. So, by making a separate app is meeting the consumer needs because this way you will only download the business app if you want this information.
Lastly the lifestyle app! This app is for Whirlpools smart appliances. If you purchase a smart appliance you will be using this app a lot because the app allows you to control your smart appliance from your cell phone. You can pre-heat your oven and start your dishwasher all from this app!
Reference:
#EveryDayCare – Whirlpool, DigitasLBi and Crowdtap – The Shorty Awards. (n.d.). Retrieved from https://shortyawards.com/8th/everydaycare-whirlpool-digitaslbi-and-crowdtap-2
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