Pat Perdue

Pat Perdue has spent the past 18 years managing customer care programs for organizations such as JC Penny, Bell Canada, Tommy Hilfiger USA, and DraftFCB. Currently Pat is a principal at Pat Perdue Communications where he advises both national brands and smaller companies on brand engagement through effective use of social media.

Social Media Overview of Coors Light, Budlight, and Dogfish Head Brewery

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Posted on 2011-05-31

Why Smaller Brands Have a Big Advantage in Social Media

Comparing large brands to their smaller counterparts, it’s fascinating to see how different sized companies use social media to build brand awareness and drive customer engagement.

The below is a comparison of three companies, two of which are major American breweries and comprise the best selling beer in the US, and the third is an independent craft brewery based out of Milton, Delaware. We’ll look at how Bud Light, Coors Light , and Dogfish Head Breweryuse social media to build brand equity and engage their customers. There are some pretty neat trends...

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Social Media Strategies of H&M, Zara, and Esprit – Analysis

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Posted on 2011-05-16

In Search of a Buzz (Social Media buzz, that is)

If you’ve been reading my previous blog entries, you’ll be familiar with the varying approaches different organizations take to handling customer inquiries via social media – in particular Twitter. After reviewing thousands of tweet exchanges between brands and customers, I think a new performance indicator for brand engagement may be emerging - Social Media Buzz.

Social media buzz can be loosely defined as a spontaneous back-and-forth between customer and brand. Initiated by the customer, these exchanges are expressions of joy over the great experience the brand is creating....

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How Nike and Adidas use Twitter for Customer Care: Comparative Analysis

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Posted on 2011-05-02

In my last two posts, I provided an overview of the customer experience via social media (Twitter, specifically) across a variety of industries. First, thank you for all of your emails letting me know you appreciated this theme, and your requests that I continue. It’s my pleasure to do so. I’m thrilled that so many have found it as interesting as I do.

Okay, so let’s jump right in: In the Spirit of the NBA Playoffs, this time we’ll be looking at the Twitter experiences of Nike and Adidas, with Zappos.com as the benchthmark for excellence.

Zappos Refresher

Here’s a refresher of the love-in that is Zappos:

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Social Media and Customer Engagement – A Tale of Two Experiences (Part II)

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Posted on 2011-04-26

In Part 1 of Social Media and Customer Engagement – A Tale of Two Experiences, I reviewed Zappos.com, as well as Delta Airlines. Best practices from those examples included very quick responses to Twitter mentions, as well as lots of positive, friendly banter between the social media care team and individual customers (banter which consistently reflected the ”voice” that the brands wanted to convey. Zappo.com, and to a lesser (but certainly applicable) extent, Delta Airlines, are known for at the very least striving for excellent customer experiences, and we all know that Zappos.com never misses that mark.

So – to take you back to our scenario in Part 1 of this study – you’re a customer of Company X and you need to reach out to them for whatever reason, but instead of going to the trouble to look up their...

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