That’s exactly what Bruce’s Yams did. If you follow @MissDestructo on Twitter, you know she is kinda crazy about Bruce’s Yams (in much the same way I am kinda crazy about Dr Pepper, so I don’t judge). Well her friends on Twitter noticed this, and thought she would be the perfect candidate to work for the company! So much so that they started a campaign to get Bruce’s attention and hire the gal!
And it worked. Amber (@MissDestructo’s secret identity) was contacted by Bruce’s Yams about handling their social media presences, and before you know it, Bruce’s Yams was on Twitter, managed by @MissDestructo. Amber created a video explaining how this all came about:
My Bruce’s Yams Social Media Story. from Miss Destructo on Vimeo.
After watching the video and checking out the Bruce’s account on Twitter, I noticed something very important. Amber is speaking as a ‘real-person’, and a fan of Bruce’s Yams first, and a marketer second. This is big, because so many companies turn their social media efforts over to employees that are marketers trying to sound like real people. Amber’s approach is much more personable, and as such, it makes her much more effective in actually connecting with customers. Thanks to hiring Amber, Bruces is now speaking in a voice that’s much easier for the average customer to hear, and connect with. Because it sounds like their voice, not the voice of a marketer trying to use Twitter to push links to press releases from the company’s website. We respond better to messages that are spoken in a voice we can relate to, and understand.
So if your company is looking to create social media presences on certain sites or using certain social media tools, doesn’t reaching out to an existing evangelist that’s already an expert in using that tool, make a lotta sense? Personally, I think it’s much easier to take an existing customer evangelist that’s an expert on Twitter, and teach them the business side, than it is to take an existing employee, and teach them how to use Twitter (for example) as an effective communication tool.
PS: If Bruce’s Yams had turned its Twitter presence over to an internal employee, and the company had created a video to promote its Twitter account, think it would have looked like Amber’s?
{ 11 comments… read them below or add one }
What an awesome idea! Taking an evangelist of your product – one who knows it inside and out and have them promote it. If you think about it, it would actually save a lot of the down time associated with hiring a new person who knows nothing about the product or social media!
Thanks for sharing this Mack! And @MissDestructo – I bet you must have some crazy recipes you have created with all of the yam’s you have eaten!
.-= Heather Villa´s last blog ..The 7 Things Coaches MUST Do In Their Business Today =-.
Heather as I said in the post, I really think it’s more difficult to find someone that truly ‘gets’ using social media as a way to connect with people effectively, than it is to teach someone the business aspects of using the tools to grow your company. IOW, I think it’s easier to take a ‘real person’ and teach them how to market effectively via the tools, than it is to take a marketer and teach them how to effectively connect with ‘real people’ via social media.
Hmmmm….may have to write another post on this, thanks for the inspiration
That’s a great story. I keep getting asked if I know anyone who could take on the role of social media manager. Unfortunately there aren’t many people qualified in my area, but from now on I’ll tell them to hire one of their fans.
Hey David! I’m not saying that hiring a customer evangelist works in EVERY situation, but I do think it’s an option worth exploring!
First of all. Mack. Wow. Thank you. It sure has been a long journey from those days of eating yams out of cans. Still trying to find my next adventure of Miss Destructo. That’s right kids, I am for hire… David, let me know what kind of product… maybe I am already using it… ha ha
I always tell people, if you have passion for ANYTHING you can make yourself from that passion if you focus and let people know about it.
Heather, sweet potato pancakes are a staple and my favorite… sweet potato chocolate coconut pie. <3
I don't know buzzwords, but what I know is people. Make people excited about what you are excited about and conversations will happen. Buzz will happen and you don't need any of those big terms. Just talk real, tell stories and make what makes up your life already into your job.
Thank you all again!
.-= Miss Destructo´s last blog ..Hey Jude. Thanks For Not Letting Me Down. =-.
You’re very welcome, Amber! I think your story is also a great example of perseverance, and sticking with your passion, as you said!
Bruce’s Yams shirts… if we end up making them Mack you certainly deserve one. Thanks for being such a great support!
.-= Miss Destructo´s last blog ..Hey Jude. Thanks For Not Letting Me Down. =-.
Excellent story. I love this idea. The people who stand out in the social media space are those who just get it. Look around and check out their backgrounds, they’re from all sorts of backgrounds but almost never marketing.
I mused about the fact that, shock horror, NOT everyone should be tweeting in my own blog recently (I won’t spam you with a link). It’s really important to get the right personalities in place.
.-= Barry Dewar´s last blog ..The context of social media =-.
Another great aspect of your article is that Amber is more than likely doing the same things she did prior to her employment with the company – pushing their product in an authentic way. More companies should consider doing this, perhaps partnering a newly hired “customer” with a marketer with a proven track record within the company to mentor.
.-= John R. Sedivy´s last blog ..Internet Book Reviews =-.
Mark – good one! Also good to know that Miss Destructo is for hire.
.-= John Haydon´s last blog ..Everything you need to know about creating a Facebook Group for your nonprofit video =-.
D’Oh! I meant Mack…
.-= John Haydon´s last blog ..Everything you need to know about creating a Facebook Group for your nonprofit video =-.
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