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Walmart is turning to its 1.4 million employees for social media help. This is exactly the wrong thing to do.
In this week’s Advertising Age, I read a fascinating article about Walmart’s efforts to turn its 1.4 million employees into social media brand evangelists.
The idea is doomed to fail on principle alone.
It seems that the small mom-and-pop businesses are perfectly suited for social media. They’re hip, creative, and fast. On the other hand, The big brands are often the red-headed stepchild in the social media discussion. Sure, there are some notable exceptions (Ford, Dell, Coca-Cola) but other seem to stumble (even the pioneers like Facebook).
The problem is that most bigger brands don’t know where to start. Their size leaves too many options which paralyzes the marketing team and scares the beejesus out of the C-Level team.
It doesn’t have to be this way.
Set down the grape kool-aid and let’s rap for a second.
I know that many smart folks are extremely excited by how consumers are using their new found power to influence companies. Some are even implying that customer sentiment is the only real key driver for marketing success. In my opinion, this is going a bit too far.
Before we get carried away – understand that your customers are the consumers and sharers of your Brand Story…but don’t think for an instant that they build or control it. (Just because they can destroy it doesn’t mean they created it)
And if you think they do, you’ll be doing all of the wrong things for the wrong reason.
For that matter, your Agency, CMO, or Social Media Manager don’t own or create your Brand’s Social Story either.
In fact, they play the same role as the customer. We (I’m a Marketing Veep) spread the brand story just like customers on Twitter. Even though we are obsessed with the virality of the brand story – we aren’t the creators.
The real creator of your brand story (at least the main steward) hasn’t taken the stage much in our conversations. The tools he/she uses aren’t even talked about in most of our keynote speeches.
So, who does create your Brand’s Social Story?
(more precisely….What creates your Story?)
It’s Culture.
The traditions, rituals, experience, and rules that hold a business together and gives it an identity. Out of this culture springs creativity, inspiration, process, systems, values, and core beliefs. When our customer’s touch this culture they walk away changed. Just ask someone who has interacted with the Zappos culture. Or the legions of raving fans that has received an Amazon shipment. Culture is the beginning of the Brand’s Social Story – the genesis of great Social (…media) Stories.
Now…
Who is the Owner and Real Manager of Your Brand’s Social Story?
The CEO (yep, the person who normally doesn’t show up for the social media meeting)
The leader. All the best CEOs feel deep down in their bones that their #1 contribution is to create a culture that sustains, revitalizes, and builds a great company. If they do their job right, they get Apple. If they do it wrong they get Lehman brothers.
At the end of the day, If the CEO isn’t connected with customers, employees, investors, and partners then the company lacks the social “oomph” to become memorable. Customers still buy products but rate their purchase as a necessity. Employees do their jobs but race home at 5 to do something significant. This isn’t exactly the foundation for a inspirational social media program.
If you are entrusted with your organization’s social media program then I’m begging you to do one thing first. Find the keeper of the culture, move your desk into the same office and THEN go to work. If that is the CEO, show them this post. Tell them that the Social Media program will not work without their spark. If they ignore you then go work somewhere else. You’ll thank me for it .
Do you agree? Can a great Social Story be crafted by a “hired gun” with a creative brief?
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Stubborn Brand managers should pack their bags.
You had a great ride but I suspect that it’s over.
It’s not your fault (really). It’s your customers. The ruffians want your job.
They have gone and changed the game again. Now they want to talk to real people. They have the gall to Tivo out your carefully crafted brand messages. They have better access to media platforms than you do. They are getting really good at articulating YOUR story.
It seems brand management has been open-sourced without your permission.
Sorry.
If you are looking for someone to yell out – go down the hall to the so-called digital group. Yell “Who knows what the hash tag is for our product launch event next week” – then pick up a Swingline stapler.
The first 30-something to peek over the cubicle is your target. Peg the bum between the peepers with the stapler. Turn swiftly and jog for the exits.
Now let’s talk about what happened…
Just 10 years ago, agencies, CMOs and legions of marketing hopefuls were crowing about the new age of brand management.
They reveled in the abstraction. Imagine – you could create an artificial person, story, tone, personality, and creative identity – on paper. Give it to a creative type who shot a magnificent 30 second slice of life. Spend a few million dollars, cross your fingers, and hope for a homerun.
It worked brilliantly. Not once did you have to hang out with the customer. Sure you could do a “disaster check” focus group. But, a good moderator with pizza, Diet Coke, and pretty charts steered those soccer moms exactly where you wanted them.
Then…
The Web geeks got it in their head that they wanted friends. In typical geek fashion, they created a prank to meet girls. 6 years later we have Facebook. Others wanted to turn the real world into a virtual gameboard complete with check-ins and badges. A few more decided that good ole’ instant messaging was too boring (and inefficient) and carved up life into 140 character increments.
Many hoped it was just a fad. They thought it would blow over and join Pointcast in the great but “not-needed” category (I was one of them…for about 10 minutes)
Nope. People happened to like it. They tweeted, posted rapid-fire status updates out on Facebook, and became hopelessly addicted to Farmville. They also realized they craved real people with sloppy and utterly human stories. They didn’t want abstract sound bites. They wanted the real thing…baby…not just from their friends but from the companies too.
Which left the abstract brand guys in the cold. Tell me the truth – When you take a close look you gotta admit that the brand is too perfect. Too precise. Too…well…digital. I know – it sucks.
How to Get Back in the Game
Want to keep your job? Here’s how to do it –
First, follow Ford and Chevy like a hawk. Scott Monty at Ford is rewriting the book on how big brands use the Social Media space. It’s shocking but Ford is hip. Chevy’s social antics at SXSW was simply brilliant. (Remember these are auto companies for Pete Sakes!)
These guys show that it’s ok to fall in love with bad breath, shy laughter, gushing praise, sharp criticism, quirky product uses, and a good story all over again.
Now the brand is the real honest-to-goodness story of real people. Look around and you’ll find your brand story all around you. Like The janitor who talks to himself. The receptionist who makes exquisite paper-clip Pandora bracelets. The PR savant who knits winter hats on conference calls. Your customers want to know why these people love your products. They even want to know why you show up for work (or are leaving it).
Dig down deep and remember why people say “Wow” or “Aha” or “COOL!” when they interact with your company. Slowly, use social media to organically, create a grassroots tribe of people who squeal “Again, Again!” when you tell your brand’s story.
It’s hard but it’s how things are now. (I suspect this revolution will last a while)
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Congratulations!
You’ve just been handed one of the hottest jobs in the 21st century.
Now what. How are you going to deliver results rather than hype? Here’s 7 steps you can take right now to get off to a roaring start.
1. Meet the Community
Go hang out on the company Facebook Fan Page and rub elbows with the Twitter followers. See if there is any signs of life out there. Search the conversations for fights, sharp elbows and congratulatory reviews. Your goal is to get a feel for how deep and broad your community really is. Try to identify your”Paul Reveres” as best you can. But don’t get hung-up on heavy duty analytics – for now just know who you are dealing with. This is your new family – time to make your introductions.
2. Get Connected
Social Media is chock-full of hype-free thinkers. Load up your RSS reader with them right now. I have a running list of my favorites here. Make it a habit to review what these folks are writing about on their blogs. Go ahead and download anything they are giving away for free – and try to see them speak at an event. These guys and gals will be your eyes and ears. You can’t hope to stay on top of this space without them.
3. Start Publishing
Steve Jobs is famous for saying – Real Artists Ship . I’ve tweaked this timeless quip to “Real Artists Publish”. You just can’t understand this space unless you write about it. Don’t be the paparazzi that follows along parroting what others have to say. Get your voice out there and start honing your own point of view. It may seem self-serving, but your business will appreciate your ability to be a credible thought leader.
4. Find Your Voice
The biggest hurdle you have now is banishing corporate double-talk from your business’ voice. For decades, businesses used a homogenized dialect that was safe and utterly unforgettable. Don’t fool yourself into thinking that this voice will attract a tribe. Take your CMO to lunch and probe for the humanity in your brand. Talk to your best customers. Start asking questions on your Fan page and Twitter. Listen in on Customer Care calls. You need to go native and learn how to connect your brand with real people.
5. Force Your Brand to Loosen Up
Believe me when I say that your customers or hungry for a connection with your brand.
They’ve decided to spend real money on your product or service – so they want to know that you have a pulse. Show them that you aren’t a faceless corporate snob. Tell them about customer events. Give them a sneak peek at your advertising. Share the lighter side of your office culture. Most of all, let them know that real living and breathing care about them (and not just their wallet).
6. DON’T WING IT
Social Media is tough when you don’t have a plan to organize your day-to-day activities. I strongly suggest that you print out a calendar and write in your blog posting schedule, events, PR opportunities, and other interesting tidbits. Start walking around your office and asking “marcom” stakeholders to hand over their event calendars. Let ‘em know that you want to “increase awareness and leverage their activities” – use those exact words – they’re magical.
Once you have the Calendar, work through each event and note the best way to share it with your community. For example, use Twitter for your events, Facebook for your community building and customer celebration activities. Use your blog to share stories and solicit feedback. (If you’re lost – go to Step #2 and model the pros)
7. Stay Real and Relax
It’s easy to get overwhelmed. Take a breath. No one has this stuff figured it out. You win if you play. It gets easier the more you engage with your customers and get plugged into the community.
Most of all – have fun – you’ve got one of the best jobs on the planet – enjoy it.
- Image Credit: voguemarie -
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