If a tree falls in a forest and no one is around to hear it, does it make a sound? The same philosophical thought applies to Walmart and their recent initiatives to bring jobs back to the U.S. I recently spoke to Chad Mitchell, the Senior Director of Digital Communications at Walmart, to discuss their approach to the new digital landscape.
Walmart had a reputation management challenge. Efforts were going unnoticed, much like the proverbial tree falling in the woods. That all changed when they started telling the right stories. This realization led to the start of Walmart Today, their company blog.
The Made by America initiative is one example of how Walmart is shining up their reputation with consumers. Creating visually compelling stories about their suppliers allows Walmart to portray their commitment to domestic endeavors and shows what it's like to be a supplier for them.
Another theme they're creating content around in their digital channels is The Ripple Effect. Walmart's commitment to investing $2.7 billion in training, education, and higher wages over the next two years is creating a positive ripple effect for many of their associates.
They're sharing these stories with the public through short animated videos to capture their audience's attention. By telling these stories Walmart is able to show their commitment to investing in their employees.
On episode 106 of the Social Business Engine podcast, you'll hear how Walmart is studying brand perceptions before and after people view Walmart Today content and how they're exploring ways to make it easier for their employees to share their stories.
On this Episode of The Social Business Engine, You'll Discover...
- Why Walmart Today is committed to storytelling to reach their audience of customers, associates and opinion holders in the market.
- How Walmart is telling associates' stories to show people their commitment to investing in their associates.
- How Walmart is authentically connecting their audience to Walmart associates by focusing on the believability factor of employees.
- How Walmart is using an animated approach to content to capture their audience's attention in short videos.
- How limited resources prompted Walmart to start working with a creative agency and taking a collaborative approach to content creation.
- How Walmart looks at their goals when reviewing their metrics and how they're studying perceptions pre and post viewing of Walmart Today content.
Featured on This Episode of The Social Business Engine Podcast
- Walmart's Blog WalmartToday.com
- Walmart Today on Twitter
- Chad Mitchell on Twitter and LinkedIn
- Social Business Workshop for Business Development
- Bernie Borges on Twitter and LinkedIn
- Social Business Engine website
- Social Business Engine on Twitter: @sbengine
- Subscribe to the Social Business Engine show