- Content Marketing
When Your Customers Become Your Contributors: Brand Journalism Meets TraditionalGoogle Is Changing the Close Variant Matching Option in AdWordsBefore You Invest in Online Advertising, Do This!Native Advertising: The New New Thing or a Race to the Bottom? [VIDEO]
Technology & Data
Data and Creativity at the Social Shake Up: Defining Your Data-Driven Social CampaignTalking Strategy and Data with Shannon Lee of Precision StrategiesNew IBM Study Reveals 3 Key Characteristics of the Most Successful CompaniesMinority Report: Confronting Privacy Issues in Big Data Gathering
- Tech & Innovation
- marketing automation
Social Startups: Moment.me Captures a 360-Degree View of The Social Shake-Up 2014Hootsuite Partners With Syracuse University to Bring Social Media Savvy to College StudentsThe Best Hyperlapse VideosThe Best Content Moderation Tools for Busy People Who Don't Have Time for That
Social Change Agent Survey: Passion, Skill Set, and Persistence Lead to Career Growth#SocBizShakeUp: Sandy Carter at The Social Shake-UpThe Social Shake-Up: How CMOs Drive Innovation and Revenue GrowthThe Social Shake-Up: The Future of Social Business
- Small Business
- Social Organization
Recap from the First-Ever Employee Advocacy SummitFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Social Media Success Stories: Blendtec
Posted on September 16th 2011
Blendtec is a company that began producing grain mills in the 1980’s and now produces blenders for commercial and personal use. The way their social media success came about is so simple, it’s brilliant. CEO Tom Dickson grew up putting big engines in little things. In order to test the capabilities of the blenders that he invented, he would attempt to blend items like wood, marbles and golf balls. As a company full of engineers, Blendtec did not have a strong social media presence until one day when the company’s first marketing director witnessed Tom’s testing techniques and knew they would be marketing gold.
The marketing director suggested that Tom start making videos of his tests and start using more and more obscure items. They posted these videos on YouTube and the Will It Blend? series exploded. Since the Blendtec YouTube channel was created in 2006, the videos have had over 172 million views. Needless to say, this did wonders for their brand awareness. Blendtec became a household name to people who would have never really thought about buying a blender; so, when they did want to buy a blender, guess who they turned to. The sales of the product that Tom uses in the videos has increased over 1000%, and this is due primarily to the Will It Blend? video series.
When I asked Blendtec’s marketing department what their advice to business owners would be, they said “be genuine, and create original content that people will love to see”. Blendtec did not hide the fact that their CEO was quirky and liked to tinker with blenders in a way that most people wouldn’t; This transparency has made Blendtec millions of dollars. They don’t pretend that their CEO has no personality, because there is no appeal in that. Social media is all about being raw and unedited as a business. I am not saying that you should lose your professionalism online, but don’t be afraid to have a little bit of fun and show the world that there are real people behind your company name.
It didn’t cost Blendtec much money at all to start shooting these videos so you can forget the idea that you have to invest a lot of money in social media for it to be worth your while. They simply set up a nice backdrop, bought a product, and destroyed it with a blender. It’s simple genius at its best. So when you are thinking about your next social media campaign, try to keep it simple. People all share similar instincts and curiosity is one of them. I don’t know a person alive who wouldn’t be curious to see what would happen to an iPhone in a blender. If Blendtec can make blenders captivating, then you can make your product or service interesting as well.