DTC675: Sonos Community Building Strategy on Reddit

Good morning,

TikTok now has an unlimited sounds library on desktop for videos longer than one minute.

Using these sounds will prevent your videos from getting muted since these sounds have no limit on usage duration.

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Here’s what you’ll find in today’s DTC:

💡 Learn how Sonos won over disgruntled customers on Reddit and built a 261K strong community.
🍿 Learn how to use Klaviyo segments to create lookalike audiences in Meta.
😂 And…brands are getting crafty when it comes to staying top of mind during October.

You’re reading this newsletter along with new subscribers from: Kula Club, The Pickle House, and Ouf! 👋

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Don't have time to watch now? Click here to bookmark it for later!

COMMUNITY BUILDING STRATEGY

💡 How Sonos Navigated Customer Complaints on Reddit

Sonos was dealing with a major problem.

There were a lot of unhappy customers sounding off about their products on Reddit.

The online forum had a subreddit related to the audio equipment brand with over 263K members. The dedicated space was intended for Sonos users to discuss hardware, software, installation ideas, and troubleshooting, but it quickly morphed into an online space where users complained about the product, hurting the brand’s image.

More customers joined the thread to talk about the buggy app and users quickly compiled a megathread of all the problems they were experiencing.

This sounds like every brand’s nightmare.

Thousands of customers rallying together to criticize your product? But what Sonos did next might surprise you…

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How Sonos Rose To the Challenge

Instead of stifling these complaints, Sonos used this as an opportunity to connect with customers and make them feel heard.

Keith Nieves, the Social Media Program Lead at Sonos, started engaging in community discussions as KeithFromSonos and winning over disgruntled customers, interacting with them and addressing concerns.

Every month, he would host virtual office hours to discuss new product updates, invite special guests / other Sonos team members, and open the floor for users to ask any questions or pose concerns.

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The feedback was tremendous. And now Sonos has added more members from their Customer Success and Experience team to field comments from users on Reddit.

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The takeaway?

By creating a two-way dialogue with Redditors who are famous for their unfiltered opinions, Sonos was able to tap into an existing engaged community of Sonos users.

Having your customer service team show up in forums like Reddit is a great way to humanize a brand and win over customers long term.

👀 Revenue? Up. ROAS? Up. Conversion Rate? Up. AOV? Up.

A wellness brand joined Pilothouse’s brand accelerator, Pilot Program, dreaming of growth… 💭📈

The team strategized using their time-tested and data-backed tactics, took over the brand’s campaigns, rebuilt their creative approach, and geared up to see the brand crush its goals.

And crush they did…

An 80% increase in ad spend, coupled with a ROAS and AOV improvement, yielded a 155% increase in revenue! 🔥

Q4 is in full swing, and Pilot Program has limited slots remaining for brands looking to achieve results like these.

Will one of those slots be yours? 👇

🎧 Use Klaviyo Segments To Their Full Potential

If you aren’t already using Klaviyo audiences to their full potential on Meta (for building lookalikes and retargeting people), what are you waiting for?

Pilothouse shares that Klaviyo has been hosting their BFCM Readiness Webinars to ensure that people use their segments to prospect new customers and retarget lapsed or existing customers.

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Here’s how you can maximize the Klaviyo Meta ad integration based on tips from a recent BFCM Webinar:

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2 Months before BFCM (it's not too late to start if you haven't already!): Start using lookalikes to acquire new leads and build prospecting lookalike audiences off of:

• Purchasers in the last 90 days
• People who joined your VIP segment this year
• People who shopped during last year's BFCM

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1 Month before BFCM: re-engage lapsed customers and subscribers

• Retarget those who shopped last Q4, but havent repurchased since
• Retarget people who received emails and SMS in the last 180 days but have not engaged with them.

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During BFCM: Time to convert low-hanging fruit!

• Target site visitors that haven't converted
• Target cart abandoners that have not converted (within a 72 hour window).

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During and after BFCM: exclude purchasers

• Exclude purchasers from last 7 days/72 hours/during the period of your sale

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Use Klaviyo audiences to their full potential and exceed your targets for Q4!

🌐 IN THE SOCIAL SPHERE

Brands are getting into the spooky spirit by reimagining their products as… Halloween costumes.

Sol de Janeiro shared this hilarious Photoshopped pic with their Instagram followers, using their famous body cream as a yellow body con costume.

This is a great way to connect with your audience and share a laugh as you wrap up your monthly social media calendar!

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⚡ QUICK HITS

🚨 If you haven’t already, make sure to check out the latest episode of our brand new podcast! Listen to episode four of The World’s Best Email and Retention Podcast here!

📥 Got a B2B Biz?

Join dozens of B2B companies finding demand-gen success through our niche community of 160k brand leaders and founders this year. Talk to our team to learn more.

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Have you heard our latest podcasts?

• 🎯 TWBERP 4: Retargeting Tips - Boost Revenue Post-Purchase
• 🧢 How DadGang Scaled Their Brand Into A Multimillion Dollar Biz
• ✅ TWBERP 3: BFCM Email Strategies That Work
• 🦁 Building A Mathematical Model That Leads To Growth Goals
• 💸 AKNF 446: The Art of Not Leaving Money on The Table
• 📧 TWBERP 2: Master Email Metrics and Measure Program Success

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Don’t forget to rate the DTC Podcast on Apple (⭐️⭐️⭐️⭐️⭐️)

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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.

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