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Honesty, Integrity, Transparency.
These are the words selected by AMD VP of Advanced Marketing Patrick Moorhead to describe the company’s social media mantra in a recent, and groundbreaking Twitter discussion.
In case you have been living under a rock, there’s this little thing going on called Twitter. It’s a really simple idea that has become, well, a really big deal. Twitter is easily the hottest trend in social media, if not the web. The service is compelling because it allows quick connection to an audience without a heavy social contract. All Twitter asks for is an interesting topic expressed in 140 characters or less; conversation and link exchanges will do the rest.
If you have been using Twitter for any length of time, you’ve probably learned that it’s a fantastic platform for brand promotion: Bloggers use it to guide traffic to their message, and corporations are starting to use it to reach their target audience. AMD clearly “gets” Twitter’s business potential and has quickly dismantled its corporate shield to give its PR team the freedom to act like real people.
It’s no secret to a social community like Icrontic that magic can happen when a group is free to openly exchange ideas. The forums are packed with information, people working together to solve problems, new ideas, and healthy debate. The Internet has unquestionably enriched our lives.
It amazes me that corporations have almost entirely missed the boat on this powerful model. It’s as though the Internet is used as a shield to keep you away from the human on the other side. All a user sees is the scripted provision of RMA numbers and support links. How does that build loyalty or positive brand image?
Breaking the mold
My first encounter with AMD’s bold strategy came when I was in the throes of upgrading to a Phenom II-based system. I figured, “why not say hello to a few of these guys, and see if they will bother with me?” Like almost any customer, I was jaded by poor customer service experiences with other companies. I figured I would receive the generic “go to our support site, here is the link” response. I am pleased to say I was wrong: Each and every AMD contact I have made via Twitter has taken the time to personally converse with me. Mind you, not to promote a product, not just to kiss my ass because I am a loyal customer and system builder, but simply because they are human beings that have something in common with me. That commonality is not just that we all love technology; it’s that that we are all human, and we all have a story to tell.
AMD’s Twitter strategy has recently been joined by a new format for their corporate blogs. I have received the occasional invite to view a range of topics, and have been encouraged to reply honestly. AMD seems hungry to connect with enthusiasts to build relationships and get feedback critical to the future success of the company.
The new blog has already made waves in the industry. AMD Chief Marketing Officer Nigel Dessau was introduced to me by Patrick Moorhead, and AMD’s Senior Manager of Advanced Marketing Ian McNaughton. Nigel wanted to facilitate a discussion about battery life claims in our devices. Specifically, Nigel is questioning the industry-wide method for rating the battery life of a notebook. Nigel suggested a new approach that includes a more strenuous test suite that more closely resembles the average user’s usage patterns. Nigel’s call for discussion spurred many great responses amongst experienced tech users. I cannot imagine these candid discussions failing to provide value to AMD and tech consumers alike.
Resisting change
The Wall Street Journal’s Don Clark paged Intel for their reaction to Nigel’s call for better battery ratings. “There are many ways to measure battery life,” an Intel spokesperson said. “We believe the best way to determine how to measure battery life is by making proposals and debating it in industry consortiums and not via a blog post.”
This position might make sense given Intel’s desire to differentiate from its biggest competitor, but in this case, I have to wonder if it makes any sense at all. My interpretation of the quote is this: Intel’s customers do not need to be a part of this process. If you agree with that interpretation, you’ll also agree that it’s somewhat insulting. Trying to resolve every industry issue behind closed doors and out of the customer’s view fundamentally undermines the value we can add as users.
Honesty, integrity, and transparency
This is what we deserve from the corporations that we serve as consumers. AMD seems to understand this and has approached customer outreach in a bold and committed way. It is clear that they want you to be a part of the process that ultimately helps to make a better product. Anyone who believes in this goal should reach out to AMD and experience the new face of customer relations for themselves.
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