In what seemed like one of the most heavily attended sessions as SXSW kicked off today, people were packed in like sardines to learn the real value of engaging customers in strategic brand advocacy, and how to go about cultivating brand evangelists.
There were three panelists, and although each told a separate story, there were common and persistent underlying themes that surfaced through each, all focused on the profound impact brand advocates can have.
Love Letters from Virgin America
Abby Lunardini, VP of Brand Marketing and Communications gave told an inspirational story.
When Virgin America was vying for use of gates at Love Field airport in 2014, up against some pretty strong competition and regulatory obstacles, the team enlisted the people who loved the brand to help them win the battle, and it worked. Strategies like a “love letter” written to the people of the city and other surprise rallies and pop-up press conferences proved to be far more effective than the behind-closed-doors board room tactics of other airlines. The voices of the advocates of Virgin America produced such a groundswell that the airport changed the 40 year rule of no coast to coast flights in or out of Love Field and granted access to Virgin America over the other airlines.
AirbnB Letting the Hosts Host the Conversation
Amanda Levy of Change.org shared one brand’s triumph over adversity.
Airbnb has enjoyed wild success and media attention through their apartment rental service and contribution to the controversial sharing economy. And of course with that attention comes those who aim to squash the brand who has completely disrupted the market of travel accommodations. When Airbnb was up against a legal accusation that it was breaking the law by allowing individuals to rent their primary residence on a short term basis, it didn’t take to the courtroom and lawyers to win this one, the brand turned to the hosts themselves. Airbnb enlisted the hosts to take the conversation to social media and the small group of advocates were able to build a massive coalition of brand loyalists to sign a petition and overcome their government adversaries.
No More Ivory in Thailand
Terry Macko, SVP of Marketing & Communications with World Wildlife Fund (WWF) highlighted how advocates around the world incited real change in helping endangered species.
When WWF took on the battle to end ivory trade in Thailand it needed the attention and support of the most superior governmental powers and found that the best way to get in touch with these people was to use the voices of 1.5 million advocates. WWF started with a petition that rallied 100,000 signatures in just 8 weeks. They built upon that momentum by taking to social media, engaging with the advocates using personal and one-to-one outreach. The relationships they built and fostered helped grow the cause to 1.5 million strong and got the attention of Thai Prime Minister Yingluck Shinawatra who announced at the opening of the Convention on the International Trade in Endangered Species of Fauna and Flora (CITES) that she would tackle this issue and end ivory trade for good, this being the very first time that any government official has ever publicly approached the issue.
COMMON THEMES AND TAKE AWAYS
When it comes to telling your story, do you want the “suits” or the masses?
Partner with the genuine, authentic people who care for your brand, get them to broadcast the message you hope to convey, and the impact is unmatched. Thousands or millions of voices for change will help budge even the most stubborn issues.
Focus on the individuals. Engage them one-to-one
The core message from each panel member was not about broadcasting a digital billboard and hoping that the masses adopt it. The real value and impact came when brands engaged with individual people, on a one-to-one basis. This type of interaction is what galvanized social movements for these brands. It was this direct outreach that cause the groundswell allowing Virgin America to bring its airline to Love field. One-to-one is how Airbnb was able to give a platform for its hosts to amplify their voices and retain their privilege to rent their primary residences.
Engage intimately with supporters
In order to mobilize your supporters and advocates to take action, it’s all about building that intimate engagement rather than broad, generic posts or thanks. Make it about them, show them you know them, and put your heart and passion behind that relationship. It will move beyond brand to consumer and turn into friend to friend.
