People are the Ultimate Brand Ambassadors
At last month’s South by Southwest (SXSW) Interactive conference, I was lucky to sneak into the TechCrunch blogger lounge to schmooze with the industry’s elite. The particular afternoon I was there was sponsored by Microsoft Live Search. Microsoft — BOO! Right? I’m like millions of others who absolutely respect Microsoft for their accomplishments and power, but don’t particularly love the entanglements of their products or brand. Despite their zany “aww shucks” Jerry Seinfeld/Bill Gates TV commercials, my impressions didn’t budge. Microsoft…ick!?
In the blogger’s lounge, I started chatting casually with one of Live Search reps who was completely honest, attentive, genuine and sincere. He acknowledged past Microsoft foibles and explained (using plain-talk) how they’ve improved their system over the years and their plans for the future. I’m simplifying and summarizing here, but you get the gist. Half an hour later I realize, “Shit, I’m starting to like Microsoft. What the hell is happening?!” It was then that I realized: PEOPLE ARE THE ULTIMATE BRAND AMBASSADORS.
Microsoft was able to accomplish more with one employee’s conversation (an employee wearing a t-shirt, ripped jeans and flip flops) than millions of dollars advertising. How’d that happen?!
I think this is the essence of social media for businesses. It allows ordinary people to connect with brand representatives in a meaningful, human, lasting way. If organizations empower their employees to connect with customer using social media (within the spirit of the brand), I’m a strong believer that they’ll increase their customer loyalty and begin to convert the skeptics — like me.
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