Connie Oct 30, 2008 02:25PM opened w/ zombie dancers doing Thriller. Photos will be at flickr.com/photos/conniereece
Connie Oct 30, 2008 02:40PM paying ppl to talk about you is buzz. WOM is a function of loyalty. Satisfaction. Retention. Word of Mouth. And that is sustainable.
BryanPerson says Oct 30, 2008 02:50PM Trying Plurk again! What a great day -- and we're only just getting started.
BryanPerson says Oct 30, 2008 02:51PM MackCollier: Not sure if they're Nikes, but they're funky red and orange.
BryanPerson says Oct 30, 2008 02:55PM connie: Ahh, didn't know I had to refresh page to see new entries.
DebInAustin asks Oct 30, 2008 03:07PM Connie, would the red stapler in the movie Office Space count as WOM? Before the movie Swingline never made red staplers, because of the
DebInAustin asks Oct 30, 2008 03:08PM success of it in the movie, and so many people loving the scene with it, they started selling a red stapler.
DebInAustin asks Oct 30, 2008 03:08PM this is great Connie! Thank you so much! BTW, I am doing my post today on WOM.
DebInAustin says Oct 30, 2008 03:15PM Connie if there is an "all my friends went to SWOMfest and all I got was this lousy t-shirt" t-shirt, would you send me one?
MackCollier says Oct 30, 2008 03:22PM Jackie was at SXSW getting ideas for how to 'make a boring business conf fun'. I knew she and Ben would have some winners cooked up 4 this!
Connie Oct 30, 2008 03:39PM btw Check swomfest.com to see if livestream available. They were working on it earlier.
DebInAustin says Oct 30, 2008 03:42PM just got back from walking the dog. I will check for stream. Can I DM you if I have questions?
Connie Oct 30, 2008 03:44PM Deb - absolutely. Send questions via dm on Twitter. Not checking other plurks or twitter but dm comes into cell.
Connie Oct 30, 2008 03:45PM What is a purpse? Definitive statement about the difference you are trying to make in the world.
Connie Oct 30, 2008 03:47PM Southwest Airlines: to give people the freedom to fly.SW was Haley's first client; has worked a/ them for a decade.
Connie Oct 30, 2008 03:48PM they built an airline for 85% of the ppl who did not use air travel in the 1970's
Connie Oct 30, 2008 03:50PM WholeFoods: to provide choices for nourishing the body, the community & the planet.
Connie Oct 30, 2008 03:54PM Keep your eye on the prize & combat weapons of mass distraction. Purpose keeps you steady.
Connie Oct 30, 2008 03:55PM purpose fosters meaningful innovation. Creates focus & inspiration necessary to create great ideas.
Connie Oct 30, 2008 03:59PM Purpose is a path to high performance. Purpose driven cos outperform gen Mkt 15:1
Connie Oct 30, 2008 04:01PM Don't mess w/ Texas - word of mouth exponentially. Started as anti-litter campaign in 198os
Connie Oct 30, 2008 04:03PM purpose + elegance = WOM. Halet has 3 case studies. See video won't be able to keep up.
Connie Oct 30, 2008 04:07PM if you think an espresso bar for breaks was fun, wait till lunch. Flying Dog Brewery is here. Free beer w/ lunch.
Connie Oct 30, 2008 04:08PM Jaxkie & Ben really know how to throw a conference. You should have been here, mackcollier!
Connie Oct 30, 2008 05:56PM never had conf food this good - chicken enchiladas w/ salsa verde, melt in your mouth BBQ brisket, mashed potatoes w/ green chiles ...
DebInAustin Oct 30, 2008 06:07PM I am having pancakes! What time do the speakers re-convene (I have to walk Rudy after I eat.)
Connie Oct 30, 2008 06:38PM we'll be getting started again in a few min. Running late after lunch. They gave us beer, what do they expect?
Connie Oct 30, 2008 06:48PM Just had a musical game show to win T-shirts. Soooo glad I did not try out.
Connie Oct 30, 2008 06:50PM Jackie now talking about networks. 20 yrs. ago we thought about broadcast networks.
Connie Oct 30, 2008 06:51PM Network: a fabric or structure of cords or wires that cross (in person and online)
Connie Oct 30, 2008 06:54PM examples: Fiskars - great case study. niche market: scrapbookers. it's a very social activity.
Connie Oct 30, 2008 06:55PM Brains on Fire interviewed hundreds of women, selecting 4 who became scrapbooking evangelists for Fiskars network, FiskATeers
Connie Oct 30, 2008 06:56PM Nifty Fifty - 50 most active Fiskateers, brought them to San Antonio to meet face to face.
Connie Oct 30, 2008 06:57PM just a social event, very powerful and emotional for them to meet -- couldn't believe a big corporation did that for them
Connie Oct 30, 2008 06:57PM now have 5,000 Fisakteers in US. 2-1/2 year old program. 84% have told 2 or more ppl. 13% haave told 21 or more ppl. Wow!
Connie Oct 30, 2008 06:58PM What's the ROI? Stores who hold Fiskateers-related events have seen 3-fold increase in sales.
Connie Oct 30, 2008 07:00PM Maker's Mark (woo hoo, Jason Falls!) Ambassador program. Started as small company that sold to friends. As they grew, felt they lost touch
Connie Oct 30, 2008 07:01PM w/ their customers. So they started a program to get their fans/enthusiasts into a community.
Connie Oct 30, 2008 07:01PM You get biz cards w/ your name. And it has a barrel # -- and there is a barrel in KY that has your name on it. Jackie Huba is #555213.
Connie Oct 30, 2008 07:02PM Ages for 6 years. When yours is ready, they will invite you to KY to sample it.
Connie Oct 30, 2008 07:02PM Over 300,000 in program. 5,000 traveled to KY for annual reunion last year. Go thru factory tour and dip their own bottles in the wax.
Connie Oct 30, 2008 07:03PM started a blog back in Feb. (see a post from Jason) Behind an age-verified wall but still get big response.
DebInAustin Oct 30, 2008 07:08PM BTW- the video is way on the fritz, cutting out every couple of words, so can't follow her talk.
Connie Oct 30, 2008 07:14PM Sean McDonald, head of conversations and communities, global communications, for Dell
Connie Oct 30, 2008 07:15PM Sean did branding and product marketing for Dell. Realized that value of marketing was establishing relationships not measuring transactns
Connie Oct 30, 2008 07:16PM Wearing a Dell T-shirt in line at HEB, people asking him questions and sometimes complaining -- who can I call to get this fixed?
DebInAustin Oct 30, 2008 07:17PM thanks Connie. Still going on and now Sean is talking. It's really stressful to listen to video this way.
Connie Oct 30, 2008 07:17PM core group of individuals who are passionate about doing business a better way.
Connie Oct 30, 2008 07:20PM Word of mouth was always the standard to begin with. Things changed -- but why?
DebInAustin Oct 30, 2008 07:20PM that explains the sound quality/volume issue- Sean is speaking louder, so can hear him well, but the previous two speakers had softer voices
Connie Oct 30, 2008 07:21PM Culture - fear. How can you give up big budget you're using to get messages out on broadcast channels?
Connie Oct 30, 2008 07:22PM Culture - disbelief. Ignorance. Don't believe ppl really make choices based on WOM.
Connie Oct 30, 2008 07:23PM WOM - Good, Bad and the Ugly. What if they something bad about our products. (Slide: Dell Sucks!!!!!)
Connie Oct 30, 2008 07:24PM If you start bringing the concerns into the company, you can change the culture of the company.
Connie Oct 30, 2008 07:25PM Open up the negatives. Let ppl see them where they occur in their natural state. Then show them what happens when you respond.
Connie Oct 30, 2008 07:26PM What can a company do? 1. Listen 2. Join Conversations 3. Tell *your* story. 4. Collaborate with Stakeholders
Connie Oct 30, 2008 07:26PM Are you taking an action based on what we talked about? (i.e. are you listening?)
Connie Oct 30, 2008 07:28PM If you do first two, then you have oppty to tell your story. Not about a sales message.
Connie Oct 30, 2008 07:30PM Showing people from Dell who are here at conf. 70,000 employees worldwide. Roots of company built on WOM w/ Michael Dell wanting to
Connie Oct 30, 2008 07:30PM know what customizations ppl wanted when they were looking for PC. Got sidetracked along the way.
Connie Oct 30, 2008 07:31PM Give ppl something to talk about. "I can't believe Dell read my comment ..."
Connie Oct 30, 2008 07:31PM Attach WOM to your business xstructure. Use testimonials. Internal - employee feedback.
Connie Oct 30, 2008 07:32PM Start small. Don't wait on budget. Fly under the radar if you have to. Smile more!
DebInAustin Oct 30, 2008 07:33PM you know, my key question is- how do companies help employees become good at WOM, rather, fostering WOM.
Connie Oct 30, 2008 07:33PM Product launch is all about WOM. May 28 - first pics of Mini online at Gizmodo. 375,000 views, 116 comments. June 3, WSJ picked up buzz.
Connie Oct 30, 2008 07:40PM they do thank yous and let everyone know the disposition of the ideas. Most obviously can't be implemented, but they value the interaction.
Connie Oct 30, 2008 07:42PM Twitter strategy about naming: personal + company name. Twitter is about individuals connecting with individuals. Company name doesn't work.
Connie Oct 30, 2008 07:42PM How does Twitter help a company sell more stuff? (question from audience)
Connie Oct 30, 2008 07:43PM Extends your messages to large audience. Sales - refurbished products sold on Twitter and snatched up quickly. So delivery channel as well.
Connie Oct 30, 2008 07:48PM Work they are doing in their team, is it changing the culture of the company? Sean thinks so.
DebInAustin Oct 30, 2008 07:49PM crap, there went the video again. I am so glad you are plurking this! Thank yoU!
DebInAustin Oct 30, 2008 07:55PM I think changing corporate culture is the biggest thing you can do for WOM. I hear so many bad stories about work environments that it does
Connie Oct 30, 2008 08:10PM Deb, I just met Spike Jones from Brains on Fire. He says hello & sorry you couldn't be here.
Connie Oct 30, 2008 08:26PM Let your peeps tell your story for you Created campaign, Young & Free Texas. Launched a contest w/ job seach.
Connie Oct 30, 2008 08:27PM Looking for a spokesperson for campaign. Will be hired to find free things to do and blog about them.
Connie Oct 30, 2008 08:28PM First applicant got 200+ comments. Winner gets announced tomorrow. Submitted video application. D'Andre Upshaw.
Connie Oct 30, 2008 08:29PM Align social media with your purpose: "Make loans for provident and productive purposes."
Connie Oct 30, 2008 08:30PM History of credit unions is as a payday lender -- help people get from one paycheck to the next.
Connie Oct 30, 2008 08:32PM College survival kit. When they get a student loan, get a free savings acct., bundle it w/ 0% credit card -- as long as they are a student.
Connie Oct 30, 2008 08:33PM Had 12 solid candidates; chose 3 that they would be comfortable with no matter who was chosen. Then put it out to vote to community.
Connie Oct 30, 2008 08:40PM CU are in a regulated industry. Use best practices for corp marketing, have a moderation process for comments. Very quick response.
DebInAustin Oct 30, 2008 08:42PM I gave up on video. Still running Yaphet's talk. I will check it again in an hour, or so.
Connie Oct 30, 2008 08:42PM Avg time spent on YFT site is over 6 min. Corp website is very fast in/out.
Connie Oct 30, 2008 08:44PM product tie-in for YFT. Those who actually come to CU as result of campaign are measured.
Connie Oct 30, 2008 08:45PM Getting emails from moms telling their kids this is a great job to apply for.
Connie Oct 30, 2008 08:47PM Jacob Boone from Mambo Berry is now in the "hot seat" -- doing a live case study w/ Jackie.
Connie Oct 30, 2008 08:49PM how he came up w/ idea: never worked in restaurants, had seen a commercial for Discover card - pink berry.
Connie Oct 30, 2008 08:50PM getting 1300 ppl/day w/ foot traffic ... had been wanting to do something different. next day tried to find a frozen yogurt place sim to
Connie Oct 30, 2008 08:50PM pink berry. decided they could do something better. doing business out of truck/trailer. Airstream Cuisine is the biz model.
Connie Oct 30, 2008 08:52PM story on website - about us - wife is creative; he is entrepreneur. Wanted to have a biz in town they love, and they could meet ppl.
Connie has Oct 30, 2008 08:54PM opportunity to talk to customers since business is not so busy yet. sees people almost on a daily basis.
Connie Oct 30, 2008 08:54PM tries to talk to them all. yelp was big for ppl finding them. word of mouth is impt for them. always asks how ppl found out about them.
Connie Oct 30, 2008 08:56PM Jackie found them on Yelp and realized it was the van parked at the end of her street. Someone had given him Citizen Marketers to read.
Connie Oct 30, 2008 08:58PM he is fully mobile so he can take his business anywhere. Luckenback last weekend for motorcycle rally.
Connie Oct 30, 2008 08:58PM But then when he does that and ppl go to his regular site, they're mad that he's not there.
Connie Oct 30, 2008 09:00PM typical customer: parked in bike shop lot. lot of Asian customers. lot of very fit, healthy ppl w/ bikes. gets college students.
Connie Oct 30, 2008 09:03PM Who is the competition? Was one at Riverside & Congress; now out of business. Another place north at Parmer/Metric. (He's just south of
Connie Oct 30, 2008 09:04PM Competition has more choices on toppings. Jacob is limited by the interior dimensions of truck. Had to limit menu.
DebInAustin Oct 30, 2008 09:07PM me too! I think it is hard for a yogurt place. We have a new one here- what are they going to do in Dec? We have some warm days, but I don't
DebInAustin Oct 30, 2008 09:08PM see it as a winter food. I will eat ice cream froyo in winter, but not a lot of people will do that!
Connie Oct 30, 2008 09:09PM Deb, they are doing more and more events. Our weather here is mild enough they can probably do stuff year-round.
Connie Oct 30, 2008 09:10PM They also sell sandwiches and other food items, but their specialty is frozen yogurt and smoothies.
DebInAustin Oct 30, 2008 09:10PM yeah, I figured that. Events are a good idea- especially after races- nothing would taste better!
Connie Oct 30, 2008 09:12PM Our assignment: 1. state his purpose. 2. evaluate his story. 3. couple of ideas of how to create more WOM for event biz.
MackCollier says Oct 30, 2008 09:31PM Connie you are doing SUCH a good job with this! Thank you SO much!
DebInAustin Oct 30, 2008 09:54PM no worries. I kind of thought so. No one is tweeting right now either.
DebInAustin Oct 30, 2008 10:01PM waiting for Matt to bring me MamboBerry samples. I like their web site.
Connie Oct 30, 2008 10:41PM He got some great ideas from the groups. Stopped at red light on way home. Traffic.
DebInAustin Oct 30, 2008 10:52PM thank you again for plurking.!! This was great. Spike says Matt is bringing me samples!
