Chobani peaked my interest as a potential subject for this #CmgrClass final paper based on my personal consumption of the Greek yogurt brand. I also noticed, more than once, that the brand represented a great corporate narrative and that the brand was doing fantastically creative advertising and online communication.
Here’s the Chobani story.
In CentraI New York, a CEO from Turkey bought an abandoned dairy plant and started manufacturing Greek-style yogurt. The “good “ that resulted in the community and its economy produced like business results. In six years, Chobani became America’s #1 Greek Yogurt brand. As I’ve watched, I thought some of that rise had to be due to the superb online presence and community management work being done by the brand. I began to follow Chobani on Twitter, and when my tweet to @Chobani received a quick response, I decided to ask if the team might be my subject for IST 620’s final paper interview.
I was pleasantly surprised to receive a positive response. This blog tells more about the question-answer process that flowed from that connection, and how and why a small, in-house Chobani team fields huge numbers of digital customer engagements.
Ashley Butler is the community coordinator I connected with from first tweet. She answered my 11 questions, with responses composed together with her boss, Emily Schildt, Chobani’s Director of Consumer Engagement.
The community management team of 11 works from an open-space office in New York City, fielding customer comments and questions and listening to their remarks around the clock. That data is mined for customer service as well as product R & D.
The team is closely integrated with the other business segments (marketing, advertising, events, public relations, customer service, sales, and market research) that, in my view, presents an optimal model.
The Chobani “brand” is characterized by simple, pleasant design and friendly, easy-going, “human” talk, presented in an engaging, “fun” style, according to Ashley. Though the workload is quite heavy, Chobani responds to “each and every tweet containing ‘Chobani’,” it reports. The online traffic usually nears 2,000 tweets a day (180 tweets per each of 11 team members).
So friendly, polite Ashley answered my 11 questions. I was able to additionally capture some of her personality through an online blog profile she provided (below). Ashley and her team function as follows:
- Community coordinators are structured as an in-house group (Digital Communications) vs. a vendor-provided service
- The team grew from one person in 2011 to 11 people now, and works around the clock
- Members are housed together in an open-cubicle space in New York
- All tasks are handled by all team members. Community Coordinators’ roles “encompass many tasks, including engagement, publishing content, communicating and harboring influencer relationships,” Ashley reports.
- All response is authentic and on-the-spot. Per Ashley: “No scripts, just human! Of course, we have some basic messaging to cohere to, and always maintain tone across channels.”
(See the other 10 community coordinators here, on this blog post: http://chobani.com/community/blog/2013/03/10-months-10-goals-our-10-for-10/.)
The team fields also responses on these channels:
- Two Facebook pages and two blogs (Chobani and Chobani Champions)
- Three Twitter handles (Chobani, Chobani Champions and Chobani SoHo)
- Pinterest, Instagram and Google+ accounts.
From all angles, this is the group of people in communication with the team potentially at any one time industry- entry description) (numbers as of March 2013, Shorty Awards :
- 51,000 followers on Twitter (as of today, it is 57,907 following on Twitter)
- 613,000 fans on Facebook
- 42,000 followers on Pinterest
- 16,000 followers on Instagram
The group is also responsible for some of the content, and you can see that they experiment in a special Chobani Kitchen which provides the setting for collaboration, creative ideas, new images and recipes to try, and the spirit that comes out of a collaborative environment.
So, thank you very much, Ashley Butler, for helping to make my assignment come to reality, and my curiosity about your community management function be satisfied.
For more information about Chobani’s social channels and community management model, look the company up at:
Community section, website: http://chobani.com/community/
Google +: https://plus.google.com/s/chobaniFacebook: https://www.facebook.com/Chobani?fref=ts
Vine: Creative kitchen times and content hours at Chobani: https://vine.co/v/bg9hAgej5u7.)
Thank you, Ashley, and Thanks, Chobani. I appreciate your attention and responsiveness here, just as I did when I experienced it on Twitter.