The Influence Factor by The Influencer Marketing Factory

·S6 E5

Costco’s Word-of-Mouth Strategy: Turning Customers Into Creators w/ Robin Ross

April 1
26 mins

Episode Description

In this episode of The Influence Factor, Alessandro Bogliari chats with Robin Ross, AVP of Corporate Marketing at Costco, shares insights into the company's marketing journey, the evolution of social media strategies, and the importance of community engagement.


He discusses his mission to amplify employee ideas, the challenges of navigating customer feedback, and the balance between brand identity and current trends. Robin emphasizes the significance of user-generated content and the need to adapt to various social media platforms while considering the future of long-form content.


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Show Notes:

(01:20) Introduction to Robin Ross

(03:07) Robin's Mission, Achievements, and Purpose

(06:58) The Emergence of Social Media at Costco

(11:11) Navigating Customer Feedback and Engagement

(14:34) The Balance of Brand Identity and Trends

(17:10) Content Strategy: UGC and Employee Contributions

(18:40) Adapting to Different Social Media Platforms

(21:15) The Future of Long-Form Content

(24:05) Conclusion and Future Insights


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