To be successful, you have to have your heart in your business, and your business in your heart. ~ Thomas Watson, Sr.
Ever since the early days of Chobani, social media along with word of mouth were integral to the company’s success remarks Harry Smith of NBC News’ Rock Center. Chobani’s meteoric rise as the crème de la crème of the yogurt industry is due in no small measure to the brand’s ability to make the most of its customer and community focus observes Entrepreneur Media’s Samuel Greengard. Likewise, the Nothing but good essence of the brand has been integrated into its online marketing efforts. For example, Chobani’s commitment to the 2012 Olympics included six U.S. Olympians comprising Team Chobani prominently featured on social media.
Continuing the strategy of leveraging its brand ambassadors, Stuart Elliot of The New York Times notes Chobani encourages fans to share on Facebook, Twitter, and YouTube. More recently, its social media presence has expanded to include Pinterest. Photo sharing sites are particularly suited to fostering food conversations online, indicates Chobani’s digital communications manager Emily Schildt in an interview with Fast Company’s Lydia Dishman. In addition, she comments Pinterest has been helpful in showcasing various aspects of Chobani’s brand, in micro-targeting its customers, and in gaining customer insights. In summary, Chobani’s experience demonstrates social media’s ability to connect with customers and promote customer loyalty.
So, what motivates you to follow certain brands? Do you interact with any photo sharing sites like Instagram or Pinterest? Share your thoughts about your favorite yogurt.
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