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Dollar Shave Club wins a Shorty!

Harry Rollason
By Harry Rollason on Apr 18, 2014 12:54:00 PM

We are happy to share that Dollar Shave Club, one of our clients, was announced as a winner of a much sought-after Shorty Award last week. They took first place in the “Best Use of Social Media for Retail or E-Commerce” category, edging out stiff competition in the process.

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The Shorty Awards honor the best of social media, recognizing people and organizations excelling on platforms such as Twitter, Facebook, Tumblr, YouTube, Instagram, Vine, and the rest of the social Web. The winners of the 6th Annual Shorty Awards, as chosen by The Academy, were revealed at the ceremony on April 7th, 2014 at The TimesCenter at The New York Times building in New York City.

Although not responsible for Dollar Shave Club's recognition, we are happy to have played our part in supporting them on their social customer service journey. For any brand starting out in social, Dollar Shave Club presents a fantastic case study and benchmark. They have been able to harness the power of social media to create a brand that is not only well-established, but well-regarded in the market place.

"We are very proud to be supporting Dollar Shave Club as they continue to excel in social media, both from a marketing and service standpoint. They have proved themselves to be a great partner, we look forward to supporting them as they carry out effective service delivery over social.” added Conversocial CEO Joshua March. “This award is well deserved. Congratulations from all of us here at Conversocial.”

Below is Dollar Shave Club’s winning entry to this year’s Shorty Awards.

Social media is rooted deeply in DollarShaveClub.com's history -- it's how the young company started and continues to grow today. In March 2012, DollarShaveClub.com launched its website with a viral video on YouTube that disrupted the $13 billion shaving industry. With almost 1 million followers across Twitter, Facebook, Instagram, YouTube, and Google+, DollarShaveClub.com carefully utilizes its widespread and engaged fan base to provide timely member support, in an effort to create a virtual clubhouse, and revolutionize product launches.

DollarShaveClub.com takes social member support to a personal level. The brand interacts with every post and message on Facebook and every member services question on Twitter to provide timely resolutions to any issue that may arise. The typical 9-5 job doesn't apply for the social team: DSC members are active on social 24/7, and so is DollarShaveClub.com. DSC reaches its goals to resolve issues within 24 hours through social member support, while also providing a convenient way to build relationships with the brand.

The social team emphasizes building and maintaining these relationships by encouraging members to tweet or post their questions and concerns as an alternative to emailing member support. On Twitter, DollarShaveClub.com has two handles, with its @Ask_DSC handle entirely dedicated to member support. Through witty solutions, @Ask_DSC takes care of reshipments and other questions in a few 140 character tweets. On Facebook, every post, positive or negative, is answered. Whether it's a like or comment, the social team let's members know they are readily available to answer anything from anyone. The brand doesn't focus on social standing. Every member receives the same superb service.

The company was founded on the principles of being smart and innovative. DollarShaveClub.com recognizes its members have a lot in common -- they're smart and innovative, too. DSC started a program called "DSC Sponsors Your Thing" so they can be the official sponsor of Bill Rodd's softball team in Virginia and raise money for Kip's brewery in Los Angeles. "Your Thing" is featured on Facebook, Twitter, and Instagram to let members know what other members are up to, and most importantly, how to support them. Take DSC member Dave for instance. After years of working in the restaurant industry, Dave decided to launch his own line of butters. He was looking for a new flavor of Barrel Butter and wanted his fellow members to choose his next savory adventure. On Facebook, the community could vote which flavor they wanted Dave to make next. On Twitter, DSC asked members for suggestions for flavors they'd like to see Barrel Butter produce. The best answers were announced on Instagram with a creative picture of Barrel Butter.

In May 2013, DollarShaveClub.com, on top of just their razor blades, launched its second product One Wipe Charlies, a moist wipe for men. Continuing the company's story, DSC posted its second YouTube video to announce the product, which to date has almost 2 million views. A few months later, One Wipe Charlies sponsored four NFL centers because, after all, every great play starts with a clean snap. The #CleanSnap campaign raised $1 per tweet and retweet with #CleanSnap for four different charities, in addition to every clean snap during two designated home games. Raising more than $6,000 for charity, the Clean Snap campaign successfully boosted social conversation around One Wipe Charlies and Dollar Shave Club. Mentions of One Wipe Charlies increased by 469% and Dollar Shave Club mentions increased by 58%.

By utilizing each platform in its native community, DSC successfully creates engagement telling the same story in a different format. DollarShaveClub.com recognizes the value of each platform and how to tailor the story for the appropriate audience. By building this relationship, DSC makes an impact in the lives of members while facilitating an online clubhouse environment.

Resources

Dollar Shave Club co-founder Michael Dubin had a smooth transition

Topics: Brand Stories, Retail

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