| Connie | opened w/ zombie dancers doing Thriller. Photos will be at flickr.com/photos/conniereece |
| Connie | Check out Ben McConnell's red shoes. |
| Connie | #1 indicator of growth "Would you recommend us?" |
| Connie | Southwest Airlines is a WOM business. |
| Connie | paying ppl to talk about you is buzz. WOM is a function of loyalty. Satisfaction. Retention. Word of Mouth. And that is sustainable. |
| Connie | WOM. Evangelism. Ownership. (these are rungs on ladder) |
| Connie | Design WOM into the DNA of your biz. 1. Fuse multiple insights. |
| Connie | 2. Create radical value propositions. |
| MackCollier | says | Does Ben have his red Nike 'Word of Mouth' shoes on?  |
| Connie | 3. Create new benchmarks, new models. |
| BryanPerson | says | Trying Plurk again! What a great day -- and we're only just getting started. |
| BryanPerson | says | MackCollier: Not sure if they're Nikes, but they're funky red and orange. |
| Connie | Mack, yep. Photo of Ben's shoes up on my Flickr. Love 'em! |
| MackCollier | says | I think that's them! Love those shoes! |
| BryanPerson | says | Connie: What was that third bullet point? |
| Connie | hey, Bryan. Glad you joined us. |
| Connie | check above, Bryan. I'm typing each one |
| Connie | 4. Break the rules of delivery. |
| MackCollier | says | INSANELY jealous that I'm not there! (shaking fists) |
| BryanPerson | says | connie: Ahh, didn't know I had to refresh page to see new entries. |
| Connie | Purpose. Guides everything you do. |
| DebInAustin | asks | 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 | success of it in the movie, and so many people loving the scene with it, they started selling a red stapler. |
| DebInAustin | asks | this is great Connie! Thank you so much! BTW, I am doing my post today on WOM. |
| DebInAustin | says | sorry I just jumped on. I met someone for coffee this morning |
| DebInAustin | says | 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? |
| Connie | espresso bar for breaks - having a mocha latte. They also have a DJ. |
| Tim Jackson | Have fun, my dear friend. |
| MackCollier | says | 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 | Jackie giving a shout out to DebinDenver! |
| MackCollier | says | w00t! Go DiD! |
| Tim Jackson | WOOHOO! DiD in the hiz-ouse! |
| Connie | Haley Rushing of Purpose Institute up next. |
| Connie | btw Check swomfest.com to see if livestream available. They were working on it earlier. |
| DebInAustin | says | just got back from walking the dog. I will check for stream. Can I DM you if I have questions? |
| Connie | Haley's firm is associated w/ GSD&M Idea City. |
| DebInAustin | says | OK! Video up and running! |
| BryanPerson | says | Haley Rushing has a cool title: chief purposeologist! |
| Connie | Deb - absolutely. Send questions via dm on Twitter. Not checking other plurks or twitter but dm comes into cell. |
| Connie | What is a purpse? Definitive statement about the difference you are trying to make in the world. |
| Connie | Southwest Airlines: to give people the freedom to fly.SW was Haley's first client; has worked a/ them for a decade. |
| Connie | they built an airline for 85% of the ppl who did not use air travel in the 1970's |
| Connie | WholeFoods: to provide choices for nourishing the body, the community & the planet. |
| Connie | Keep your eye on the prize & combat weapons of mass distraction. Purpose keeps you steady. |
| Connie | purpose fosters meaningful innovation. Creates focus & inspiration necessary to create great ideas. |
| Connie | purpose turns employees into evangelists. |
| Connie | Purpose is a path to high performance. Purpose driven cos outperform gen Mkt 15:1 |
| Connie | Don't mess w/ Texas - word of mouth exponentially. Started as anti-litter campaign in 198os |
| Connie | purpose + elegance = WOM. Halet has 3 case studies. See video won't be able to keep up. |
| Connie | if you think an espresso bar for breaks was fun, wait till lunch. Flying Dog Brewery is here. Free beer w/ lunch. |
| Connie | Jaxkie & Ben really know how to throw a conference. You should have been here, mackcollier! |
| Connie | Low battery - will recharge at lunch. |
| Lloyd Lemons | says | sure appreciate your play-by-play!  |
| Connie | never had conf food this good - chicken enchiladas w/ salsa verde, melt in your mouth BBQ brisket, mashed potatoes w/ green chiles ... |
| Connie | and beer from flying dog brewery- I'm trying the golden ale. |
| DebInAustin | I am having pancakes! What time do the speakers re-convene (I have to walk Rudy after I eat.) |
| Connie | we'll be getting started again in a few min. Running late after lunch. They gave us beer, what do they expect? |
| Connie | Just had a musical game show to win T-shirts. Soooo glad I did not try out. |
| Connie | Jackie now talking about networks. 20 yrs. ago we thought about broadcast networks. |
| Connie | Network: a fabric or structure of cords or wires that cross (in person and online) |
| Connie | trend is toward niche networks |
| Connie | examples: Fiskars - great case study. niche market: scrapbookers. it's a very social activity. |
| Connie | Brains on Fire interviewed hundreds of women, selecting 4 who became scrapbooking evangelists for Fiskars network, FiskATeers |
| Connie | Nifty Fifty - 50 most active Fiskateers, brought them to San Antonio to meet face to face. |
| Connie | just a social event, very powerful and emotional for them to meet -- couldn't believe a big corporation did that for them |
| Connie | 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 | What's the ROI? Stores who hold Fiskateers-related events have seen 3-fold increase in sales. |
| Connie | 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 | w/ their customers. So they started a program to get their fans/enthusiasts into a community. |
| Connie | 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 | Ages for 6 years. When yours is ready, they will invite you to KY to sample it. |
| Connie | 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 | started a blog back in Feb. (see a post from Jason) Behind an age-verified wall but still get big response. |
| Connie | 1% rule (content creators) 10% interact. 90% just read. |
| Connie | Channel 9 from Microsoft |
| Connie | 4.5m/month - 11,420 creators - 0.2% |
| Connie | Quickbooks community - 100,000/month - .9% |
| Connie | key is finding ways for ppl to participate w/ you. |
| Connie | BTW, this was Jackie Huba presenting. |
| DebInAustin | BTW- the video is way on the fritz, cutting out every couple of words, so can't follow her talk. |
| Connie | Sean McDonald, head of conversations and communities, global communications, for Dell |
| Connie | Deb, I just sent a DM to let them know. |
| Connie | Dell gets 5,000 mentions online per day. |
| Connie | Sean did branding and product marketing for Dell. Realized that value of marketing was establishing relationships not measuring transactns |
| Connie | Telling story of Dell Hell. (Just google it.) |
| Connie | Wearing a Dell T-shirt in line at HEB, people asking him questions and sometimes complaining -- who can I call to get this fixed? |
| Connie | Started paying attn to customer service side of business. |
| DebInAustin | thanks Connie. Still going on and now Sean is talking. It's really stressful to listen to video this way. |
| Connie | WOM Culture, Break thru the Resistance |
| Connie | core group of individuals who are passionate about doing business a better way. |
| Connie | They're working on it, Deb. |
| Connie | They're streaming via cell phone, so quality is not great to begin with. |
| DebInAustin | thanks! |
| DebInAustin | oh, I see. |
| Connie | Word of mouth was always the standard to begin with. Things changed -- but why? |
| DebInAustin | that explains the sound quality/volume issue- Sean is speaking louder, so can hear him well, but the previous two speakers had softer voices |
| DebInAustin | so it was hard to hear them. Now I understand why. |
| Connie | Culture - fear. How can you give up big budget you're using to get messages out on broadcast channels? |
| Connie | Culture - disbelief. Ignorance. Don't believe ppl really make choices based on WOM. |
| Connie | WOM - Good, Bad and the Ugly. What if they something bad about our products. (Slide: Dell Sucks!!!!!) |
| DebInAustin | LOL about slide |
| Connie | If you start bringing the concerns into the company, you can change the culture of the company. |
| Connie | Open up the negatives. Let ppl see them where they occur in their natural state. Then show them what happens when you respond. |
| Connie | What can a company do? 1. Listen 2. Join Conversations 3. Tell *your* story. 4. Collaborate with Stakeholders |
| Connie | Are you taking an action based on what we talked about? (i.e. are you listening?) |
| Connie | If you try to hijack the conversation, you're not listening. |
| Connie | If you do first two, then you have oppty to tell your story. Not about a sales message. |
| Connie | It is 10% Technology + 90% people and process. |
| Connie | 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 | know what customizations ppl wanted when they were looking for PC. Got sidetracked along the way. |
| Connie | Now back to trying to establish WOM and conversations with shareholders. |
| Connie | Give ppl something to talk about. "I can't believe Dell read my comment ..." |
| Connie | Attach WOM to your business xstructure. Use testimonials. Internal - employee feedback. |
| Connie | Start small. Don't wait on budget. Fly under the radar if you have to. Smile more! |
| DebInAustin | you know, my key question is- how do companies help employees become good at WOM, rather, fostering WOM. |
| Connie | 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 | Deb, asked your question and he's answering. |
| Connie | BTW, Sean is on Twitter -- smcdonaldatdell |
| Connie | Ideastorm - have implemented about 200 ideas out of 10,000 submitted. |
| DebInAustin | got it! |
| DebInAustin | thank you! |
| Connie | 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 | Twitter strategy about naming: personal + company name. Twitter is about individuals connecting with individuals. Company name doesn't work. |
| Connie | How does Twitter help a company sell more stuff? (question from audience) |
| Connie | Extends your messages to large audience. Sales - refurbished products sold on Twitter and snatched up quickly. So delivery channel as well. |
| DebInAustin | video just caught up with your asking my question! Thank you! |
| Connie | Work they are doing in their team, is it changing the culture of the company? Sean thinks so. |
| DebInAustin | people probably don't think about the sales aspect. |
| DebInAustin | crap, there went the video again. I am so glad you are plurking this! Thank yoU! |
| DebInAustin | 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 |
| DebInAustin | impact my willingness to buy their product, and/or work with them. |
| Connie | Deb, I just met Spike Jones from Brains on Fire. He says hello & sorry you couldn't be here. |
| DebInAustin | that's cool! Did you ask to see his new tattoo? |
| Connie | Didn't know to ask! He's got the eyebrow piercing going on. |
| Connie | Trey Reeme is doing social media for credit unions. |
| Connie | Don't be the mouth ... be the mouthpiece. |
| Connie | Let your peeps tell your story for you Created campaign, Young & Free Texas. Launched a contest w/ job seach. |
| Connie | Looking for a spokesperson for campaign. Will be hired to find free things to do and blog about them. |
| Connie | First applicant got 200+ comments. Winner gets announced tomorrow. Submitted video application. D'Andre Upshaw. |
| Connie | He's great! |
| Connie | Align social media with your purpose: "Make loans for provident and productive purposes." |
| Connie | Help the little guy. "Don't buy things you can't afford." |
| Connie | History of credit unions is as a payday lender -- help people get from one paycheck to the next. |
| Connie | 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 | 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. |
| DebInAustin | check out the tat twitpic.com/iukt |
| Connie | YoungFreeTexas.com is the website. |
| DebInAustin | I read about YoungFreeTexas when researching SWOMfest. Pretty cool! |
| Connie | Q. Client has microsite. Do you try to control who can post on there? |
| Connie | CU are in a regulated industry. Use best practices for corp marketing, have a moderation process for comments. Very quick response. |
| BryanPerson | says | connie: You left out the question about Trey's haircut! |
| DebInAustin | I gave up on video. Still running Yaphet's talk. I will check it again in an hour, or so. |
| Connie | Avg time spent on YFT site is over 6 min. Corp website is very fast in/out. |
| Connie | 60-65 blog posts created in Oct. by the applicants for the spokesperson. |
| Connie | product tie-in for YFT. Those who actually come to CU as result of campaign are measured. |
| Connie | Getting emails from moms telling their kids this is a great job to apply for. |
| Connie | An unexpected place where WOM happened. |
| Connie | Jacob Boone from Mambo Berry is now in the "hot seat" -- doing a live case study w/ Jackie. |
| Connie | All organic products, fruit juices, smoothies. In business 4 mos. |
| Connie | how he came up w/ idea: never worked in restaurants, had seen a commercial for Discover card - pink berry. |
| Connie | 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 | pink berry. decided they could do something better. doing business out of truck/trailer. Airstream Cuisine is the biz model. |
| Connie | purpose: to deliver quality healthy alternatives in a unique fashion. |
| Connie | mamboberry.com |
| Connie | peace, love and mamboberry |
| Connie | 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 | newlyweds start biz in hometown - that's the heart of the story |
| Connie | has | opportunity to talk to customers since business is not so busy yet. sees people almost on a daily basis. |
| Connie | 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 | Austin Chronicle (Austin alternative newspaper) did article on them. |
| Connie | 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 | 19 reviews of Yelp, all 4 and 5 stars. |
| Connie | has | not done any advertising yet |
| Connie | he is fully mobile so he can take his business anywhere. Luckenback last weekend for motorcycle rally. |
| Connie | But then when he does that and ppl go to his regular site, they're mad that he's not there. |
| Connie | now going to audience to brainstorm his purpose and story. |
| Connie | typical customer: parked in bike shop lot. lot of Asian customers. lot of very fit, healthy ppl w/ bikes. gets college students. |
| Connie | active, health-conscious people |
| Connie | bulk of business not dependent on foot traffic; it is a destination |
| Connie | We're asking Jacob questions now. |
| Connie | Price points, $4-$6 |
| Connie | 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 | downtown, I think) |
| Connie | Competition has more choices on toppings. Jacob is limited by the interior dimensions of truck. Had to limit menu. |
| Connie | Base of their product is White Mountain yogurt. (love that) |
| DebInAustin | 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 | see it as a winter food. I will eat ice cream froyo in winter, but not a lot of people will do that! |
| Connie | Deb, they are doing more and more events. Our weather here is mild enough they can probably do stuff year-round. |
| Connie | They also sell sandwiches and other food items, but their specialty is frozen yogurt and smoothies. |
| DebInAustin | yeah, I figured that. Events are a good idea- especially after races- nothing would taste better! |
| DebInAustin | good diversification... |
| Connie | Our assignment: 1. state his purpose. 2. evaluate his story. 3. couple of ideas of how to create more WOM for event biz. |
| DebInAustin | they have a cute web site. |
| DebInAustin | OK! |
| DebInAustin | are you doing this in groups? |
| MackCollier | says | Connie you are doing SUCH a good job with this! Thank you SO much! |
| DebInAustin | OK, video seems to be back. Jackie is asking folks about purpose. |
| Connie | battery low again - finishing our group exercise |
| DebInAustin | no worries. I kind of thought so. No one is tweeting right now either. |
| DebInAustin | waiting for Matt to bring me MamboBerry samples. I like their web site. |
| Connie | He got some great ideas from the groups. Stopped at red light on way home. Traffic.  |
| Connie | Took me 50 min to get downtown this morning. So glad I don't commute! |
| DebInAustin | no kidding! That's crazy! I wish I were there. Next conference! |
| DebInAustin | thank you again for plurking.!! This was great. Spike says Matt is bringing me samples! |
| DebInAustin | |
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