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VIDEO: Threadless on Building "Brand Love" Through Social Media

2009-05-12T11:30:00Z

Bob Nanna of Threadless, the online superpower that capitalizes brilliantly on hipster T-shirt culture, takes a moment at the company's Chicago, Illinois, headquarters to talk about how employees have used social media to build and grow "brand love," a bleeding-edge, white-hot marketing term I just invented.

From CRM via Twitter to Facebook live video contests, the folks at Threadless have knocked online engagement out of the park and created a community around a brand while building a great reputation for responsiveness. Watch on and be schooled.

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Catch a whiff of the Threadless social aroma on their Twitter and Facebook pages.

Comment from riffic on 2009-05-12

2009-05-12T12:34:58Z

it's bob nanna!

Comment from Dave on 2009-05-12

2009-05-12T12:53:09Z

Don't talk to the camara but talk to the person...

Comment from Dan on 2009-05-12

2009-05-12T13:00:33Z

This is the strangest interview I've ever seen. Jolie--why do you insist on asking every question to the camera instead of to your subject? It's cold and strange.

Comment from Udo on 2009-05-12

2009-05-12T13:33:51Z

Wow, that was irritating! My bit of unsolicited and completely amateur advice:

- look at the person when you're talking to them
- pretend the camera is not even there
- don't pose
- when the interviewee is talking, appear interested in what they are actually saying

I'm sorry if this comes across harshly, chalk it up to English not being my first language ;-)

Comment from Jolie O'Dell on 2009-05-12

2009-05-12T15:15:51Z

Ok, guys, point taken! Thanks for the constructive feedback.

Comment from Brian on 2009-05-12

2009-05-12T15:24:20Z

I don't know. You are so adorable its hard for me to give a fair assessment.

Comment from Stan on 2009-05-12

2009-05-13T01:54:42Z

The comments about the video technique are honest (I see Jolie maybe didn't like hearing it) The problem, I suspect, isn't Jolie, it's getting an inexperienced videographer to tape the interview. Both people are facing forward, they should be angled towards each other. It may be uncomfortable at the moment but for video you have to almost invade each other's personal space so you don't seem like you hate each other.

The lighting looks off, like this was shot with one light off to their right (camera left). I'm a fan of shadows but this setup doesn't work for me - you at least needed a hair light/back light to separate them from the background.

You also need to invest in some lavaliere mics, the background noise is too annoying and buy/rent/borrow a tripod.

Upgrade the technical aspects as they're inexcusable. The interview technique will improve over time as it becomes more natural for you.

Comment from Arpit on 2009-05-12

2009-05-13T02:11:12Z

Getting customer support onto Twitter seems to be the thing to do these days. Works well if your brand's audience overlaps heavily with Twitter's.

Comment from elliot on 2009-05-19

2009-05-19T19:10:58Z

Bob's point about taking control of your social networks is important, no point having a dead twitter page or facebook page, it makes it look like no one is home.

threadless are a benchmark tribe builder