Tag Archives: social media

Your Employees are Your Best Brand Champions

You’ve completely revamped your brand, from voice to colors to graphics. You have repositioned your company, but how do you get people to like you, really like you. Well, the best way to sell your brand is through your own people. With social media becoming an integral part of everyone’s life you have the ability to make your people your biggest brand champions and it’s important to ensure your employees are with you on this venture, because if your employees aren’t singing your praises, then no amount of PR is going to make your brand stick.

Jason Falls wrote a great article on this entitled Will Your Company Introduce Your Baristas that talks about the importance of allowing your employees to talk about you online, and the real need to have your employees believe in your brand and product with the line: “If you are afraid of what your employees will say about you online, then your problem is not your employees, it’s you. Hire smarter.” The funny thing about this, is that he wrote this article back in 2010 but it has really been just the last year or so that companies have really embraced this idea of empowering their employees through social media.

The key to this being a success is to incorporate it into your brand strategy. You need to create guidelines about how they represent your brand and ensure that the employees understand, not only the importance of how they present you online, but that they also ambassadors for their company. If you do this in a creative and fun matter you will find that your employees will jump at the chance to be part of it and many times will come up with creative ideas that your marketing team may not have tapped into.

So let the empowerment flow, but be sure that you keep an eye to ensure that your message is getting through.

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I Know What You Did Yesterday

i-know-what-you-did-last-summerWhen I Know What You Did Last Summer came out it gave pause to many a teenager (and gown up) that had ever done something wrong (of course not to the extent of the characters in the movie, but still). The idea that someone may know what you’ve done and be able to track you down can be a chilling idea, but for marketers it is the holy grail. I’ve talked about the idea of targeting people when and where they are, especially as it relates to how I want to be targeted, on my terms. I’ve always loved the idea of being able to walk into a store and get a text message saying, “hey we see you are looking at those new shoes, how about we offer you 20% off if you buy those size 7s right now.” I remember working on similar initiatives back in the 90’s with context sensitive selling, which has now become marketplace, but it’s still pretty generic, but that’s all starting to change.

With augmented reality becoming more commonplace and companies focusing on distilling unstructured, big data, down to things marketers can use, my hopes aren’t too far out there. And now I’m looking at companies like PlaceIQ that are taking all that unstructured data about people and what they are doing and turning it into info that marketers can use to determine the best way to target people and market products. And now we are seeing companies like Apple realizing how to get into this game. With their purchase of WifiSlam, Apple is betting that they will be able to work with big data companies to be able to track people inside stores and venues and sell to them on the spot.

As we go further and further into this brave new world, we will really realize that marketers will always know what we did yesterday, today and even the possibility of our plans for tomorrow.

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