Using Hootsuite, Herschel Supply was able to achieve a 20% lift in customer service satisfaction rate and 60% increase in overall positive brand sentiment.

  • People-Icon

    1M

    Followers from Facebook, Twitter, and Instagram

  • World-Icon

    1200

    Locations around the world

  • Chat-Smileys

    1000

    Mentions from a single social media campaign

Founded in 2009 in Vancouver, Canada, Herschel Supply Co. manufactures the finest quality backpacks, bags, travel goods and accessories. As an innovative, design-driven retail business dedicated to producing modern classics, Herschel Supply attracts a fashion inspired, tech savvy following around the globe.

We chatted with Herschel Supply’s Social Media Manager, Allison Butula, to discover how.

Improve customer satisfaction by 20%

Before social media, all of Herschel Supply’s inquiries were handled by one customer service representative through email or by phone. Since setting up a @HSC_Support Twitter customer service handle and managing responses using Hootsuite, Herschel Supply has seen a 20% increase in customer service satisfaction as they're able to get to their requests faster.

One of their objectives is to respond to every question on social media—even those that don’t directly mention Herschel. To do this, they set up search streams in Hootsuite to monitor various hashtags and keywords, such as #Herschel and #HerschelSupply, for proactive customer support.

With the help of Hootsuite, social media allows us to serve our customers more effectively and on a personal level. Creating that bond while problem solving results in happy customers who return in the future.

allison-butula

Allison Butula
Social Media ManagerHerschel Supply Co.

Boost positive brand sentiment by 60%

Word of mouth marketing played a strong role in how Herschel Supply got its start and remains important for attracting future customers. Herschel Supply knows that great customer service and positive interactions may result in a positive Tweet or shout out on Facebook.

Ensuring that customers walk away satisfied with their experience and are inclined to share is very important—even more so than a repeat sale.

Using Hootsuite Analytics, Herschel Supply tracked a 60% overall increase in positive brand sentiment since joining Facebook in 2011 and Twitter in 2013.

With the help of Hootsuite, social media allows us to serve our customers more effectively and on a personal level. Creating that bond while problem solving results in happy customers who return in the future.

Different social networks attract different audiences. For instance, our Instagram account attracts aspiring photographers; our Pinterest following caters more toward females; Twitter attracts those interested in our product releases and news stories. Knowing this, we share relevant content and grow distinct communities.

allison-butula

Allison Butula
Social Media ManagerHerschel Supply Co.

Besides exceptional social customer service, Herschel Supply’s social media team knows that sharing great, on-brand content attracts a strong following and results in increased brand sentiment. With this in mind, Butula shares uniquely curated content on each social channel for brand fans, industry leaders, and influencers.

Expand brand awareness with branded hashtags

Herschel Supply’s product messaging is so aligned across their owned channels, such as their lookbook and blog, that customers around the globe know exactly who they’re targeting. Drawing on their relationship with their ideal audience, Herschel Supply launched the branded hashtag #WellTravelled. This hashtag encourages customers to be content curators for themselves and for the business. In turn, it increases Herschel Supply’s exposure to new customers, broadens the content library, and interactively engages customers.

A lot of our social media comes from ideas or stories that our audience submits to us. We’re really just observing and sharing that out with everyone.

allison-butula

Allison Butula
Social Media ManagerHerschel Supply Co.

Herschel Supply has collected thousands of #WellTravelled posts from customers showcasing their travels—with or without Herschel Supply products.

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