Below is a special feature and first post from Trace Cohen, our new Senior Director, Social Media Marketing at BlackBerry! Be sure to welcome Trace in the comments and stay tuned for more! — Donny
My first BlackBerry Live conference, and I’m definitely inspired. I’m in the enviable position of having recently joined in the company of a brand with a groundbreaking product platform, a disruptive marketing organization, a stellar social media team, and a global top 10 social fan base — ~32MM followers and fans that are not only rooting for our success in a volatile category, but have armed themselves as ambassadors for our cause.
Say no more than a recent tweet by world champion cyclist Mark Cavendish “Got an hour to relax, so playing around with my BlackBerry Z10. This phone is a monster! I love it! And no, this ISN’T a commercial tweet.”
Got an hour to relax, so playing around with my BlackBerry Z10. This phone is a monster! I love it! And no, this ISN’T a commercial tweet.
— Mark Cavendish (@MarkCavendish) May 9, 2013
But there’s an even more specific reason it’s so thrilling to be here at this point in time. Humility and Ambition. BlackBerry has a mega-challenge ahead of it driving adoption of BlackBerry 10, but the organization is humble enough to recognize what we’re doing wrong, curious enough to learn what we don’t know, and ambitious enough to make it right.
Ambition is at the core of the BlackBerry brand. And it’s who BlackBerry customers are — multi-taskers, fast-moving and ambitious. We’re balancing family, friends and professional lives, we’re ‘up to stuff’ in our day-to-day lives, work or play, we’re always on-the-go. More than just a tag line, ‘Keep Moving’ is a promise to support our customers in achieving their ambitions. Be it a personal ambition of climbing Kilimanjaro, spending more time with your kids, or a career goal to build the most social brand ever (yep, that’s mine), our role as the social team is to provide you with what you need to achieve your ambitions. Social Media is integral to what we do at BlackBerry, because while we’re mobile from the ground up, our device is social at its core too — connecting you to the people and information you need to keep moving. Our social marketing needs to reflect that ethos, to behave in the same way our product does, and it’s our commitment to bring you the social connections, experiences, content and even insights you need, to get where you’re going.
More than lip service, we made some announcements that support just this focus at BlackBerry Live this week. Alicia Keys announced the BlackBerry Scholars Program, a four-year scholarship fund to support young women in achieving their ambitions to make a mark on the world, while encouraging women to embrace careers in technology. Our newly announced Keep Moving Projects turns the celebrity endorsement model on its head. Rather than paying artists or celebrities to say what we want them to say about our brand, we’re asking artists to approach us with projects they want to do, and we’re asking them how we can support them in achieving their goals and ambitions. We know we’re going to get more authentic content and experiences this way, people who want to work with us and engage with our product for the right reasons.
Stay tuned for mobile social developments in this space. So glad to be here, and working for you and together with you, be sure to let us know what you’re up to in your lives, and what we can do to keep you moving. We’d love to learn more.