Ad Age published an article this week called "How to Make Your Employees the Voice of Your Brand Online". The article outlines how the barbeque restaurant, Smokey Bones, turned their employees into a 'fantastic army' online.
The article states: "For each location, the chain selected someone who worked there to be a "web host." Each restaurant-employee-cum-spokesperson runs a web page for his or her particular location and communicates with that location's "Smokey Bones family" members (what one might call fans or friends on a social-media site). Each web host or hostess has a mirror site on Facebook and MySpace. Some restaurants have between 5,000 and 10,000 followers."
Web surfers simply key in their zip code to find the relevant local site for their area that includes upcoming events, specials and location-specific comments.
As a blogger for Element Three, I can relate. And I think the success of the Smokey Bones employee-driven sites shows how important one-on-one, site-specific content can be in positioning brands strategically for success. How might you turn your employees into a fantastic army? Are they armed with your brand strategy and messages? Are they empowered to communicate about your brand in their own way? Do they have the tools to reach your audience and the ability to access relevant creative content easily?
If you'd like to learn more about how to arm your own fantastic army, contact us at Element Three. We'll help you with the right marketing strategies, brand and creative tools for your market and your team.
To read the Ad Age article, go to http://adage.com/digital/article?article_id=137595
The article states: "For each location, the chain selected someone who worked there to be a "web host." Each restaurant-employee-cum-spokesperson runs a web page for his or her particular location and communicates with that location's "Smokey Bones family" members (what one might call fans or friends on a social-media site). Each web host or hostess has a mirror site on Facebook and MySpace. Some restaurants have between 5,000 and 10,000 followers."
Web surfers simply key in their zip code to find the relevant local site for their area that includes upcoming events, specials and location-specific comments.
As a blogger for Element Three, I can relate. And I think the success of the Smokey Bones employee-driven sites shows how important one-on-one, site-specific content can be in positioning brands strategically for success. How might you turn your employees into a fantastic army? Are they armed with your brand strategy and messages? Are they empowered to communicate about your brand in their own way? Do they have the tools to reach your audience and the ability to access relevant creative content easily?
If you'd like to learn more about how to arm your own fantastic army, contact us at Element Three. We'll help you with the right marketing strategies, brand and creative tools for your market and your team.
To read the Ad Age article, go to http://adage.com/digital/article?article_id=137595
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