Content created by consumers and influencers is as critical a component of the Sherwin-Williams social media presence as our own branded content. Why? Because we can't tell our story without theirs. As a result, we needed a unique tool—one capable of capturing and aggregating DIYers' inspired choices, finished projects and overall successes that we could, in turn, leverage and play back to our communities.
Create a brand new social media tool with two distinct capabilities: Intake and moderation
Implementation:
Creation of the tool was an in-house partnership among the Resource/Ammirati Creative, Technology and Development teams
Key Intake Features:
Based on campaign hashtags, tweets and Instagram posts are automatically pulled into the moderation tool.
For Tweets, a "Single Sip" feature allows individual posts to be automatically pulled into the database.
Consumers can also upload photos directly via any Product Detail Page on Sherwin-Williams.com.
Key Moderation Features:
Moderators can upload photos from within the tool itself. These posts will be available in the same workflow as social posts.
Moderators can move content along through the process from Pending through Approved.
Moderators and submitters can tag an image with up to eight Sherwin-Williams colors via either a drop-down. Moderators can also click to match colors using our ColorSnap® Visualizer's color-matching algorithm.
Using the Color Summary View, the moderator can see which colors in the system have enough associated content and which are lacking.
The tool is able to periodically scan the database of social links to detect any broken connections, thus avoiding them.
Prior to launching the tool, we struggled to collect and showcase UGC. But after the debuting in May, more than 11% of the traffic to Sherwin-Williams.com was to Color Detail Pages.
We've received thousands of photo submissions (and counting). Thanks to our tool, the consumer no longer reaches an end to their color journey; instead, they return, share and continue to be inspired.
The tool has made curating and moderating those submissions more streamlined and efficient. And we've been able to share the high-value submissions back with our community easily and quickly.
