Ban.do... pronounced "BAND-OH," is an online design house specializing in gifts, hair, tech, and accessories based out of Los Angeles. They are a relatively new company that have garnered an immense loyal following and top performing sales results. What is there secret to success? The answer: social media. And more specifically by incorporating the Groundswell in their company.
In Chapter 11: How Connecting With The Groundswell Transforms Your Company, authors Li and Bernoff discuss how vital it is to learn from listening to the Groundswell. For instance, the Groundswell can create a stronger following and a chance at better company and customer relationships. They talk about how you can transform a company by keeping the customer at the center of your organization. It takes a mental shift, but when you do, you become so engaged with your customers that you will walk in step with their needs and wants.
The authors also discussed three elements that help to transform an organization. They are:
- Take small steps that have big impact-meaning don't try to take on the entire customer relationship all at one time, but instead gain more support by showing a series of successes that have impact.
- Have vision and a plan-the authors suggest coming up with a three-year outlook of where you want to take the organization.
- Build leaders into the plan-learn to let go and embrace emerging media and give the consumer a voice in the brand.
Ban.do has done this very well. With an Instagram following of over 261k followers, the brand has mastered the meaning of having a social presence. They are able to engage with customers (as well as potential customers) through this visual platform by using a variety of colorful photos of both employees and consumers using their products- accompanied by various hashtags.
They also create useful blog content that gives their customers an experience greater than just shopping cute gifts and decor. They satisfy their customer's creative fix; as well as they recently added free incentives, like fun downloads. With their deliberate branding they have created a sense of community among their followers.
On their corporate website is a page titled, "Hashtag Glossary," which allows for users to interact with the brand by using the hashtags on their photos and have the opportunity to be featured on the Ban.do Instagram account. For instance, in the photo below user @Itsamaximaxiworld was featured for using the hashtag #bandotodolist, which purpose is to demonstrate doing something fun. This hashtag also helps to promote the company's hottest selling item- the 2015 Agenda book.
In Chapter 12: The Groundswell Inside Your Company, Li and Bernoff discuss how important not only listening to your customers is, but also how important it is to listen to your employees. Innovation does not only come from listening to your customers, but also to those from inside the company. That, and internal Groundswell can make employees feel empowered, connected, and more committed on a day-to-day basis.
The authors also discuss the five objectives that help a company benefit from internal Groundswell. Those are:
- Listening- can often turn into employees problem solving.
- Talking- companies can now post policy changes and address issues more easily.
- Energizing- Internal Groundswell can help give employees a platform to amplify their voice across the company. This in turn can help to spread positivity to others.
- Supporting- promoting employees from within and supporting them by listening can help to increase good job performance and satisfaction.
- Embracing- this helps to lift employees to their highest potential and be a way to surface great talent within the company.
Although I have no idea if they have an internal employee platform, I do know that Ban.do loves their employees!!! They often spotlight their employees on their Instagram and Snapchat, as well as use them in their blog and store photos. This shows how they value how their employees contribute to the brand identity.
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