Liveworld
Creating social media experiences people love
Helping the world’s largest retailer connect with customers online
Overview
With more than 4,000 local store Facebook pages in the U.S., a corporate page and presence on other social channels, Walmart wanted to scale its social media program to reach tens of millions of customers and be able to address hundreds of thousands of user-generated comments per month. They needed to protect the brand, build customer loyalty, drive traffic to stores and websites, manage customer service, and gain insight. The company relied on LiveWorld to cost-effectively oversee this massive social presence with quality and scaled moderation services, along with high-impact engagement services.
Challenge
With the top Facebook brand in the U.S., Walmart wanted to better connect and engage with its customers through marketing and customer service programs to increase retention and improve customer satisfaction. The retailer needed to remove hostile comments, spam, profanity and inappropriate content for its family audience. To do so, Walmart wanted to enable brand representatives to more quickly detect threats, which would create a safer environment for customers to interact with each other and the brand. However, it needed a solution capable of a massive scale, since each local store had its own Facebook page requiring around-the-clock coverage to respond to comments with human compassion.
Solution
LiveWorld developed and deployed content to promote products and uncover insights for marketers. During the Christmas holiday season, we sought out unbranded conversations on Twitter about products such as TVs or cell phones. Then, we engaged those customers via the company’s holiday campaign Twitter username. We offered them guidance on how to purchase something via the e-commerce website. (“Heard you’re looking to buy Dad a new TV. Have you thought about the Lenovo XYZ? You can buy it online here!”) In addition, our team of moderators reviewed hundreds of thousands of pieces of English and Spanish content on Walmart’s 4,000+ Facebook pages each month. Our software makes it possible to efficiently, effectively monitor and act (approve, reject, escalate) on these thousands of comments across Facebook pages and other social channels. We combined this software with our expert moderation team to ensure Walmart is able to respond to its customers with one-on-one personalized conversations, even at this enormous scale. Through our frequent reports on customer activity and conversations, we also delivered insights and recommendations to improve problems.
Results
LiveWorld reviewed and managed hundreds of thousands of comments per month. Over the holidays, that rose to 800,000 per month – with as many as 60,000+ during a 24-hour Black Friday period (that’s 42 per minute). Each social media comment was reviewed and acted on by humans using LiveWorld software. The holiday program also received critical success, including numerous re-tweets and mentions on blogs.
comments/month managed
comments/month managed over the holidays