Thanks to one of Shannon’s partner’s in crime (hat tip Laura) we have the following representative example of old fashioned marketing colliding with today’s consumer.
The inspiration for the movie comes out of Microsoft. Surprised? You shouldn’t be – Microsoft has proven more than any other company that if you get out of the way of your people, your people can save your ass.
In this example Microsoft employee Geert Desager AND Microsoft’s Belgian communications agency Openhere have been turned loose in the blogosphere with some good ideas, a blog, and some video production talent. The result? Here’s what Geert has to say on their results after two weeks.
“Another small update:
- more than 75.000 views of the movie
- more than 240 incoming links
- more than 250 comments on the blog”
What a couple of people at Microsoft did, and even more importantly, what Microsoft DID NOT DO (try to stop bloggers like Robert Scoble), is what makes it possible today for Geert and Openhere to do this.
Today this outreach continues and has continued to evolve with stories like Geert’s and Microsoft Recruitosphere pioneer Heather Hamilton. To these people, The Scoble’s, The Hamilton’s, their bosses, and bosses bosses go the thanks! Not only does Microsoft win in advancing their products and services but they also build a stronger employer brand and employee culture. Moves like this make it easier on the recruiters at Microsoft to land their next software guru. It’s a nice contrast to the tyranical employer brand that Apple is presently building for their abusive blogging and employee communication policies. Apple would do well to go back and watch their famous lemming commercials while consulting Wikipedia with a keyword search for “Orwellian.”
Well done Geert, and Robert and Heather and the legions of other Microsoft talent who have helped move us forward. Everyone in corporate america owes you and Microsoft our thanks, and not just for Excel or Word.
p.s. Check out Openhere’s about page. I love their pitch (even if it isn’t a pitch).
“Openhere is an agency where open-minded people work for open-minded advertisers. “
You get the idea that soon the agencies that pretend to hold these values will be replaced by ones that really DO believe in what they’re selling. We believe.