Courtesy, suaveness and sophistication: three characteristics of those who are debonair. We’ve all come across someone this refined and found ourselves impressed, intrigued or pleased by the interaction. Their confidence and charm attract us and make us want to develop a relationship with them. Consider how displaying these characteristics through social media could do for your brand.
The qualities of being debonair are best displayed through people in real human-to-human interactions, not just tone on a website or a well-crafted logo. Real-time social communication is a great way to interact with your customers on a personal level; think of Facebook and Twitter. When a brand responds to its customers online with courtesy and sophistication, they make an impression—one that can keep a lead from drifting towards a competitor.
Below are three real examples of brands that effectively communicate their debonair attributes through social media.
Old Spice’s now infamous marketing campaign exudes both suaveness and humor. The juxtaposition of the two traits helped the video go viral, with almost 45 million views and a long list of copycat videos across the Internet. Shirtless, buff Isaiah Mustafa is presented as the ideal man, and presents Old Spice as a solution to the problems all men face. Men want to be him and women want to be with him. It’s so simple: all you need is Old Spice, and you’ll get the girl. His charm is irresistible and it works: he talks directly to the camera and the viewer feels as if he is talking directly to them. This is as close as it gets to personal interaction with videos. Old Spice has used this tactic in the past, and it most recently took off very successfully with Mustafa’s videos.
Zappos, an ecommerce site known for being customer friendly, has taken to social media to respond to customer problems. In one case, a customer reached out to the company via Facebook searching for help, and Zappos responded right away. Zappos was willing to scour the Internet to help provide a solution for their customer. They provided the customer with a link to their sister site, phone numbers he would need and specific hours and shipping times for the items he wanted. The responses weren’t standard, pre-written company lines, and the customer’s problem got an honest solution in real time. It was clear that a human, not a robot, was replying to the customer and doing everything possible to resolve the issue. The customer was genuinely pleased by Zappos’ efforts, and the episode was a great way to leave an impression on anyone else who read the exchange as well.
In this video, Microsoft Internet Explorer embraces feedback that it’s been hearing and dealing with for a few years now. The video shows an Internet user taking advantage of the opportunity to tell IE how much he thinks it sucks on social media. IE is respectful, responding back with the browser’s benefits and improved updates. With confident—yet indirect— replies, IE fights back hard to win the man over. IE maintains its embrace of the hate through the end of the video, calling itself the browser you loved to hate. With progress and a comeback in mind, IE uses past tense with the slogan and encourages the public to give it another chance. IE is confident and sophisticated. The company has gracefully handled the criticism it received, and is making a move towards a future full of hope and confidence instead of embarrassment.
Personal interactions with consumers are extremely important as marketing in the digital world is rapidly expanding and becoming more and more competitive. Consider the impression your consumers are left with after an interaction with your business. Are you suave and charming, or distant and forgettable?