[...] Resources: Wal-Mart could use an Evangelist (but not a Lionel of Dell, nor a Scoble) Under Analysis: Facebook Deployment Wal-Mart’s vs Target (one is working and the other is [...]

[...] is not about Wal-Mart or Whole Foods here. Those companies deserve every ounce of grief they have and continue to get. [...]

Unfortunately the issues with Wal-Mart that their most recent FB campaign show go much deeper to the heart of their business model. Unless they feel the need to change it, I don’t think getting warm and fuzzy with evangelists is going to fool anyone.

I touch on this in a recent post – http://3i.wildfirestrategy.com/2007/08/28/social-media-participants-give-wal-mart-their-5-cents/

All social media tools (and even social ‘media’ in general) are not one-size-fits-all, nor are they appropriate for all companies if they aren’t willing to radically change.

I agree with you Jane, that exec/management would need to support the effort. But that’s pretty much the case for any company’s web strategy, isn’t it? Radical trust is a necessity for a Community Manager to be effective & successful along with a lot of allowance for experimentation.

This person has to be accountable only to the brand and not management – everything transparent and open, including influence from the board/company. Not an easy sell – to the public (especially with existing opinion) or to the board/management.

If you reach out to the community with an intention to reform, you can succeed. If you reach out to justify yourself, you’ll fail.

Scoble succeeded because he is authentic, direct, aware, and speaks with an independent voice (even when he’s under a corporate umbrella). His voice is heard by insiders as well as outsiders.

You can’t be an effective web embassador unless you have some of the power of an ombudsman.

Dennis – I have a great sense of humor. Now had you said Suzy Homemaker… Betty Crocker is a prof. woman’s best friend in the kitchen. And, I like Jimmy Stewart! It’s way easier to be optimistic rather than otherwise. Maybe that’s what comes from living in the rural Midwest? I found it very interesting that Jane thinks that people from the Coasts are out.

Jane – this is great insight “The aggressive tactics of WalMart are what’s brought damage to the brand – a more healing (albeit knowledgeable) voice is needed to build back trust and brand equity.” I had wondered how it happened. I’ve seen the Anti-Walmart books, but they’re so negative I’ve ignored them & never pondered the background. And isn’t Sam more of an icon rather than a voice? (I’m following you on Twitter now & added your blog. Thanks Jeremiah for providing the space for the discussion!)

And the character traits for the ideal evangelist you’ve envisioned for Wal-mart sounds like a resume for a political candidate. Honestly, I don’t know that the brand can be salvaged. Didn’t they have a fake family blogging for them and singing their praises at one point? I don’t think anyone is going to trust an evangelist to be anything more than yet another piece of marketing propaganda.

Actually–I did think of one way Wal-Mart could salvage its brand; investing in American companies and filling their shelves with American goods. Of course, I have a better chance of growing a second head…

It’s tough – I think she also can’t be obviously from the East or West Coasts, too working woman, not enough Mom. Again, perception, not the reality (I’m a NJ-girl, myself).

Connie – I had the opposite experience the other day, more people at Target than WalMart (I think that has more to do with location). Both store have just broken into NJ in the last 5 or so years and are still building their reputations. Target is much more integrated here. Maybe due to it’s large Times Square ad presence(?).

Dennis – I think the persona of WalMart is male (Sam) and needs to be balanced by a feminine voice. The aggressive tactics of WalMart are what’s brought damage to the brand – a more healing (albeit knowledgeable) voice is needed to build back trust and brand equity.

Like it or not, some folks may find a Betty Crocker type persona to be appropriate. I wouldn’t but who am I to judge?

I also don’t buy the “it’s got to be a woman” argument. That’s the flip side of “the president has to be a man” view, in my opinion.

PS — The Walmart in Blacksburg VA goes out of its way to stock Hokey goods. I know it well and have purchased much there. Students at Virginia Tech can take the free bus service there and back to campus, too — I’m not sure about Target but I have shopped at both. At Walmart I did buy two personal refrigerators [to kids there], a microwave, a collapsing bookshelf, and tons of purple and orange hangers at Walmart, though.

I don’t think the persona that we think will be succesful has bene discovered yet. It’s going to be a woman that’s savvy for: home, environment, family, business, personal electronics, and whatever else comes up next.

It’s a pretty tough persona to find, but I know she’s out there. Maybe it’s Connie!

Walmart competing with itself seems a bit like tossing out unattended social network strategies, maybe?

Also a note of observation- yesterday we took my daughter to college. Walmart’s parking lot was packed & we were there. Network & usb cables & printers were in high demand. The 2 times we drove past Target,there were about 30 cars… parking lot was a quarter full. People in my area LIKE Walmart. I think Walmart just needs to connect with their customers better & that feedback could come from online strategies – input directly from the customers.

[...] Friday, Jeremiah O. gave me a huge compliment by referring to me as a Web Strategist.  He has devoted so much energy to promoting the importance of communities & [...]

The persona of such a unit would be “We’re not like our parent.” Pricing snd services would be exemplary. Competiton between terrestrial and online Wal-Mart would be openly encouraged. Online Wal-Mart would be free to openly criticize the behavior of terrestrial Wal-Mart, and vice versa.

Would it be physically and logistically possible to establish a truly independent unit like this given how well integrated Wal-Mart supply chain technology and processes are — technology and processes that the online unit most certainly would have to piggyback on? I don’t know. But if the unit were independent AND was able to convincingly demonstrate that to the public, THEN I think your idea of a scoblesque ombudsman might have a chance of working.

On a related note, a possible area for research might be to begin experimenting with 3-dimensional user-defined avatars as online intermediaries with companies. Some people may prefer generic machine like interaction since they just want to get in and get out to complete a sales transaction. But for those folks where establishing a persona for the intermediary might actually make sense, why not let THE CUSTOMER decide who he/she wants to deal with online? Some folks might opt for a Scoble, some for Betty Crocker, and others might like a Captain Kangaroo. Let the people decide how they want to experience the “face” of the company.

The same does not apply to Walmart. Internet is not their arena. That makes it more difficult. Even if I agree with the type of persona you both suggest.

I believe the primary arguments for liking Wal-Mart (low prices, monthly savings, wide selection) don’t justify enough people wanting to openly support Wal-Mart or comes to its defense. The opposition is just too strong.
No amount of community evangelism will marginally affect any of that.

Robert Scoble refers to it as the “Corporate membrane”, although envelope makes sense. The membrane (he told me waaay back in 2005) is flexible, and you can push it, but just don’t stick out!