Comments on: Don’t Stay “On Message” Think Like a Human

By: Nicolas Ward

Nicolas Ward — Tue, 01 Dec 2009 19:43:35 +0000

I agree whole-heartedly that I have a more positive customer relationship with companies whose online representatives seem human, and integrate their personality and outside interests into their role as representative. I feel like I have an “in” just by knowing that they’re doing more than just reading a script or following their franchise three-ring binder (Snow Crash reference).

By: Chad Northrup

Chad Northrup — Tue, 01 Dec 2009 18:39:06 +0000

Good stuff Eric. This sentiment is exactly what prompted me to write about LinkedIn. Their network is for “professionals” and they need to maintain a certain sense of formality, etc., etc. Fine, I get that. But in the meantime other fairly bland companies are finding creative ways to inject some humor and personality into their marketing, and it’s winning them tangible points in the form of new sign-ups, loyalty, etc. Why let that opportunity pass you by?? And even if every employee is as bland as your image projects, you can hire experts to do this stuff for you!

We’re at a point now where duplicating hot technology isn’t overly complex. It’s easy for a competitor to implement the same features you have and basically follow in your footsteps. I think the long-term winners will be the companies that are able to turn a simple user-provider relationship into a personal connection.

By: admin

admin — Tue, 01 Dec 2009 17:30:56 +0000

Thanks Jenn, that’s why I mentioned Blendtec. I think they are the perfect example of an otherwise fairly boring product that they took and made product demo videos that are incredibly interesting and entertaining.

By: Jenn O'Meara

Jenn O'Meara — Tue, 01 Dec 2009 17:25:06 +0000

Eric -

I couldn’t agree more regarding your remarks about bland content. Doing something cutting edge just for the sake of doing it doesn’t help move the pill at all. A bland video will not entice engagement. In fact, you may miss an opportunity to engage with someone. But, you can take a bland subject and turn it into something engaging by creating a video. Audiovisual content affords a tremendous opportunity to turn something dull into something captivating. That’s what ultimately helps it drive engagement.

By: admin

admin — Tue, 01 Dec 2009 17:19:42 +0000

Hey Doug -

I think many companies are handcuffing themselves by not being a little more flexible and human with their messaging. If all of their content online is just tweeting out or blasting their sales message mantra on Facebook…who ends up listening? I guess my point about the employees is to find the voices that are brand advocates for you and enable them to become stronger voices for you. Not every employee will have the skills or ability to be a brand advocate for you.

As with any company including some sort of social media guidelines in their employee handbook or wiki should be standard practice (at least I think it should be at this point).