With Facebook, everyone is in marketing and everyone in the company is a “marketer.”
In my opinion, this may just be the most profound thing about Facebook for a consumer product, especially one like mine that people enjoy in their free time.
We are now all curators of content and we control everything from our image to our company’s image on Facebook. For example, when we get a new press hit or get into a new marquee account chain, we require that all our sales people “share” it on their wall immediately. This creates the 1+1=3 viral effect and creates hundreds of thousands more impressions than we could ever reach with our ~60,000 fans alone and even translate into the “offline” world.
For example, when we found out we were going into the 800 unit chain Ruby Tuesday, our marketing team came up with the idea to have me drive around the country in a Toyota Prius for 10 straight days and visit 100 Ruby Tuesdays whilst driving over 2500 miles. Although grueling (my neck wasn’t the same for a few months), it was well worth it: Ruby Tuesday attracted thousands of millennial fans that they were previously having trouble touching, we had a strong group of people who followed by my tour on Facebook and would meet me at a given location for a drink, and even staff at the stores were energized when they knew I would be visiting their store that day. Giving people (fans or employees) the “tools” ‘to share a message (especially if it’s one they are passionate about) is an extremely powerful thing.
A real social network builds company culture. Facebook is a networking tool that lives with employees when they’re at work and when they’re off work. Our Brand Manager monitors and mines our Facebook account for new insights, trends and consumer satisfaction. Our sales team monitors it as part of business development, to help track where consumers are looking for VeeV, and what restaurant and retail doors might be a fit for the brand. It helps everyone do their job better and more precisely, even if we take some things we read on Facebook with a grain of salt.
Facebook is so pervasive these days we require everyone in the company to be “friends” with every other employee (since people work in different geographies and haven’t all met face to face).
As a millennial myself, I consider Facebook to be one of the biggest innovations of my life thus far and think it will continue to be moving forward so long as it continues to deliver on its promise of improving marketing practices, culture and hopefully ultimately people’s overall quality of interactions.
Courtney Reum is the founder of VeeV, the world’s first spirit infused with the Brazilian super?fruit, açaí and the preeminent eco?friendly spirit brand. A former Investment Banker at Goldman Sachs on Wall Street, Reum has become one of the youngest eco?entrepreneurs in the spirits industry since founding VeeV at the age of 27. Reum developed his consumer product and beverage expertise at Goldman in New York City and Sydney, Australia, where he worked with clients such as Procter & Gamble, Under Armor, and Glaceau's Vitamin Water. At Goldman Sachs, he was involved with the Pernod Ricard / Allied Domecq merger in the spring of 2005, which served as the catalyst for a simple question: in a consolidated and cluttered industry could he create a product that would offer consumers a better way to drink?
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