Not many podcast guests on All The Social Ladies describe themselves as runway roadkill. Today, you'll hear the story of Kelly Cook- the CMO of Kmart. You are going to love her. From runway model to CMO.
- How Kelly Earned The Nickname, "Runway Roadkill"
- The success behind Kmart's social media campaigns
- The measurements that matter most to Kmart
How has social changed the way we market?
"Marketing is passion showing up from your customer. Over time, instead of focus groups or surveys we now have social listening. At Kmart, we read every single comment or tweet to see what people are talking about and how they are reacting to what we are doing as a brand. It's the most exciting time to be in retail because you can stay moments away for your members. It's such a useful mechanism to be in the current narrative."
What's Kmart's approach to social?
"We want to be modern, relevant and cool. This is about Kmart delivering shopping as fun again. The value proposition that we've developed in conjunction with our members is all about thrilling deals, like our Bluelight Specials, and experiences worth sharing. When we relaunched the brand in November and we wanted people to rediscover Kmart, we went big and bold with Bluelight Specials and we were trending on Twitter the next day, which was all organic with little pay behind it. It was all driven directly from the market. That was our first sign that we knew we were doing what our members wanted. Social media validated that for us and is there to course correct us if we're not doing it right."
- "Confidence is going after Moby Dick in a row-boat and taking the tartar sauce with you"
- "When life knocks the heck out of you, you get back up, look life in the face and say 'you hit like a girl!'"
- "My favorite network is Snapchat because that is how my kids are communicating with me"
- Company Website: www.kmart.com/
- Company Twitter: @Kmart
- Personal LinkedIn: https://www.linkedin.com/in/kellyncook
Enjoy, and check back here for more episodes of the All the Social Ladies podcast on Social Media Today.