The liaison can be either internal or external. They bridge the digitial divide as both translator and collaborator using the indigenous tools of each unique online community.
It's a process that restores advocacy and authentic dialogue in the company-customer relationship that unfortunately becomes lost with pervasive automation through the minarets of corporate branding.
I think the influencers, evangelists, and fanboys would still be central to the brand experience of a mom&pop global enterprise. They would be the one's wearing the 'Mom&Pop, Inc." t-shirts (and perhaps invited to run their blog.)
The image is really compelling - placing 'people behind products' in a way that's rarely seen today - Amazon <-> Etsy.
Angelos
· 1 year ago
Interesting...So you can function "externally" while still working within a corporation. The potential roadblock is in companies not willing to change based on input from external sources. Seems ridiculous when reading, but some companies would rather use observatory knowledge to inform decisions instead of input from those actually involved with their product.
Angelos
· 1 year ago
Ryan -
Thanks for the definition of an emerging theme in the marketing world. Constant iterations are crucial to the development of a concept. One question however:
Why is "liaison" included in the sustainable WOM relationship? Evangelists are more susceptible to distractions than actual employees who can represent a brand more authentically. I wonder if the true "sustainable WOM" experience removes influencers, evangelists, fanboys, etc and is replaced by direct communication between company and customer. Think of giant corporations as nothing more than a local mom & pop operating on a global scale through the web.
Adding multiple layers of communication might be proliferating the current disconnect. Thoughts?
All Comments
It's a process that restores advocacy and authentic dialogue in the company-customer relationship that unfortunately becomes lost with pervasive automation through the minarets of corporate branding.
I think the influencers, evangelists, and fanboys would still be central to the brand experience of a mom&pop global enterprise. They would be the one's wearing the 'Mom&Pop, Inc." t-shirts (and perhaps invited to run their blog.)
The image is really compelling - placing 'people behind products' in a way that's rarely seen today - Amazon <-> Etsy.
Thanks for the definition of an emerging theme in the marketing world. Constant iterations are crucial to the development of a concept. One question however:
Why is "liaison" included in the sustainable WOM relationship? Evangelists are more susceptible to distractions than actual employees who can represent a brand more authentically. I wonder if the true "sustainable WOM" experience removes influencers, evangelists, fanboys, etc and is replaced by direct communication between company and customer. Think of giant corporations as nothing more than a local mom & pop operating on a global scale through the web.
Adding multiple layers of communication might be proliferating the current disconnect. Thoughts?
Thanks again for the post -
Andy