As marketers, we have a duty to cling tightly to our brand’s identity. But there are some moments when you can loosen your grip a little to earn new fans and word of mouth. That’s what Aurélien Blaha, Senior Manager of Social Communications for Dassault Systèmes, shared in his presentation at SocialMedia.org’s BlogWell conference.
He explains how they turned the company’s “If We” ad campaign into a conversation with their social media fans about their world-changing ideas. Aurélien admits it was scary to open up Dassault Systèmes’ beloved If We brand to the community — what if they got too many, too few, or just crappy submissions? But he says trusting their fans with the company’s word of mouth message paid off.
In his presentation, Aurélien also talks about:
- How they market with Millenials, not to them
- The world-changing ideas their fans were most eager to talk about
- How they kept the word of mouth going with inspiration from Dunkin’ Donuts’ Facebook page
See Aurélien’s full presentation by watching the video below, or by checking out the live blog coverage here.