Getting Real with AI - Columbus DAW - May 2024 - Nick Woo from AlignAI
Creating Buzz/Engaging Influencers -Social Media Masters - Toronto
1. Word of Mouth Marketing: Creating Buzz and Engaging Influencers October 2011Social Media Masters Toronto @wikibrands #smm2011 Sean Moffitt @seanmoffitt
2. Who is Sean Moffitt…. Just A Blonde Guy With a Cause Bad US Soccer Perception Bad Chefs Bad Spies Bad Marketing and Digital Practice Bad British Cuisine Bad Bay Area Hoods Bad Defensive Secondaries
5. Wikibrands - 2011 Booklist Business Book of the Year Published by McGraw-Hill (2011 Launch) Twitter: @wikibrands Website: www.Wiki-Brands.com Richard Florida, Best Selling Author, “A must read for business leaders” Don Tapscott, Digital pioneer and author, Wikinomics “This is an important, perhaps seminal book”
6. A Premium Brand is Now a Mark of Participation Wikibrands - There’s a new currency on how brands build business… “Something you Want” 1950 “Something you Trust” 1910 “Something you Buy” 1850 “Something you Participate In” 2011 “Something you Prefer” 1980 “Something you Love” 2000
17. Forget Marketing’s 4Ps… Embrace the Wikibrand 13Es Mission Drivers Would you recommend my brand to a friend or colleague? Well would you? Advanced Drivers Effiliation Experience Premium Drivers Equity Ennovative Entimate Entertainment Basic Drivers Education Entegrity Exposed Exchange Esthetics Company-driven User-driven
18. Web WoM leads the way Believe word of mouth is credible 63% 56% 55% 39% 58% 50% 49% 35% Likely to pass along brand conversations to others Likely to purchase based on brand conversations Likely to seek out information based on brand conversations Word of Mouth Social Media Social Business Source: Keller Fay, 2010
19. “Facebook is Ringo, Social Media is George, Word of Mouth is Paul, but Social Business is John” Social Business 105M Word of Mouth 55M Social Media 14M 11M
20. Big Caveat: Technology and tools are less than 20% of the deal “The diffusion of innovation is based more on sociology and psychology than on technology.” Everett Rogers, 1962- The Diffusion of Innovations
21. The 4 Laws of the Social ‘Net and WoM Socialness Authenticity Customer-ness Awesomeness
22. The 1st Law of the Social Net - Awesomeness “There is only one thing in the world worse than being talked about, and that is not being talked about.” Oscar Wilde, The Picture of Dorian Grey #939 Hot cream and a straight razor on your neck at the barber shop #983 That pile of assorted beers left in your fridge after a party
23. The 1% Fact - The World is Not Created Equal… Whether its business, products, services, motives, TV …. There is the “AWESOME” - 1% There is the “GOOD” - 20% There is the “MEH” - about 60% There is the “BAD” - 20% There is the “UGLY” - 0.5%
25. Who were #1, #2 and #3 people to fly across the Atlantic?
26. The Law of Awesomeness Online Only 0.9% of Facebook Users have… More than 500 friends Only 1.5% of Tweet conversations… Are three levels (replies) deep
27. In a Wikibrand World - Act different, be different, think different Top 7 Things That People Talk About YOUR Brand Unique Dynamic Different Distinctive Innovative Visionary Daring Source: Y&R Brand Asset valuator
28. The 2nd Law of the Social Net - Socialness "Prosocial behavior is an essential component of health and happiness in human beings” Robert Kloninger. Professor of Psychiatry , Author of Feeling Good, The Science of Well-Being 19
35. Me in 1992 Me in 2011 150 4000 150 X 12 X 170 X 12 5000 20000 X 500 X 170 5000 5000 X 170 X 190 900 X 40 1800 People Strength 8.4 Million People Strength
36. Only in Canada, Pity! Ranked #1 Online penetration–79%/26.7 million Canadians online Online usage–average 43.5 hours online per month Online video– 251 videos/17.2 viewing hours per month LinkedIn usage - 15% of online Canadians use Gaming – spend 4.5 hours each week Ranked in Top 10 Social media Use– 70% use social media; ½ everyday Facebook usage–#4 worldwide/82% of online Can. Twitter usage–#6 worldwide/18% of online Can. Smartphone usage – 33% of mobile users Social media age breakdown – usage is younger-skewed but broad spread, 18-34 {86%}, 35-54 {64%}, 55+ {43%} Mobile Usage – there are 24+ million Canadian mobile subscribers . - Source: comScoreeMarketer/Ipsos Reid/Nielsen
37. The 3rd Law of the Social Net - Authenticity “In a world of incressingly paid-for experiences, authenticity is what we increasingly crave from each other and our brands. Joe Pine, Author of Authenticity and The Experience Economy
38. You don’t “Do, Kill, Buy, Trade in Social, YOU BETTER BE AND LIVE IT”
39. A Genuine Culture Change is Required MASS MARKETING DIRECT MARKETING SOCIAL INFLUENCE MARKETING Control Hype Decisions Features Collaboration Transparency Dialogue Purpose
40. Top Reasons – Social Media Why Now Business Executives? #1 The Need for Authenticity and Transparency -42% #2 The rise of social networks - 38% #3 Increasing role of wireless/mobile - 35% #4 Customers/people waning attention spans - 25% #5 Media fragmentation - 22% #6 Change in mass marketing effectiveness - 20% Agent Wildfire -The Buzz Report 2010
44. Customer Experience Reigns - Who Knows Better Than Your Customer - Executives who believe the Customer Experience is the new battleground - 95% Executives who believe they are delivering a positive customer experience - 80% CUSTOMERS WHO AGREE - 8%
47. The best brands treat customers like valued fans Scout/ Mystery Shopper Thinktank/ Sounding Board Turning Users, Customers and Consumers User Customer Consumer Into Authors, Producers, Scouts, Testers and Collaborators & Broadcasters Collaborator/Producer Community Member/ VIP Insider Brand Fan Evangelist/ Ambassador/ Advocate Seeded Adopter/ Beta Tester Into True Fans, Community Members, Advocates, Ambassadors and Evangelists AdvisoryCouncil/ Cause Torchbearer
64. What are the biggest elements to WoM? Tools used /platforms built? Customer Experience? Audience who participates? Incentives for referral? Great Product/Brand? Conversation Worthy Idea/Concept? Strong process? Culture/employees of a company? Creative/design used? Method of interaction?
65. Top 10 Ranked WoM Elements Great ideas that spread are rare and valuable #1 Conversation Worthy Idea/Concept* 36 triggers #2 Great Product/Brand #3 Customer Experience provided #4 The Audience who Participates* 6 types #5 Culture/employees of a Company #6 Method in which it interacts w/ its audience 30 tips #7 Incentives for referral #8 Strong process* 8 steps #9 Creative/design used #10 Tools/platforms built* 15 tools
66. W F I I L R D E Process Agent Wildfire – an 8-step WILDFIRE playbook WOM OVERVIEW: WILDFIRE Fan the Flames Rebroadcast content, expand referral, share testimonials What the Big Idea? Buzzworthy, Spreadable, Repeatable, Visual, Online/Offline Incubate the Conversation Ongoing dialogue, moderation, content and incentives Influencer Recruitment Find, connect and invite the connected, savvy opinion leaders Research and Insight Monitoring, feedback, analysis, adjustment and action Lay the Foundation Develop the platform, forum and tentacles for content and activity Expansion Fuel larger geography, portfolio, activity, features and/or scope Deliver an Experience Online, cause-related, event, incentive or VIP experience
67. 7 Owned WoM Tools – Your Home Game WOM OVERVIEW: WILDFIRE Monitoring Tools Social Dashboard Online Community Wiki/ Collaboration Blogs Apps Email Awareness Perception Targeting Traffic/SEO User Content Engagement Purchase Referral Evangelism Thought Leadership Measurement 1 1 2 1 2 1 2 3 2 1 3 1 1 1 2 1 2 1 2 3 1 2 3 3 2 3 3 2 3 2 3 3 3
69. Some of these people are not like the others….The Influencer Matters
70. 1690 – John Locke "We are like chameleons, we take our hue and the color of our moral character, from those who are around us.”
71. 1844 – Ralph Waldo Emerson "Who shall set a limit to the influence of a human being?" "The best efforts of a fine person is felt after we have left their presence.”
72. 1991 – Geoffrey Moore “This consumer is part of the herd. They're word-of-mouth creatures ... They're asking their friends and colleagues, 'Are you using that camera yet? Me, neither.' But if they ask around and people say, 'Yeah, I use it all the time,' then they'll rethink and try it out.”
73. 2002 – Malcolm Gladwell The Law of The Few: “The answer is that the success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social gifts.”
74. 2008 – Seth Godin “The new opportunity is that it's easier than ever to find, organize, and lead a tribe. The Web has enabled an explosion of all kinds of tribes -- and …created a shortage of people to lead them. This is the growth industry of our time.”
75. The open web has not reduced, but instead, exposed the importance of influencers….
76. Influencers Answer Questions 0.7% of Wikipedia users edit… 50% of the articles 1.7% of Wikipedia users author… 70% of the articles
77. Influencers Stay on Top of What’s Current 2.2% of Twitter users account for… 58% of the tweets 1.7% of Twitter users have … More than 1,000 followers
78. Influencers Fan, Poke, Pic, Share… 0.7% of Facebook pages have… More than 100k fans 8.7% of Facebook Users … Update their status daily
79. Influencers Hire and Network 0.8% LinkedIn members … Visit each day 1% of LinkedIn members… …are responsible for 34% of the site’s traffic
80. Influencers Generate Lots of Content High authority bloggers post … 300x more frequently than low authority bloggers Only 9% of top blogs… Get over 10,000 visitors per month
81. Influencers are Big Online 13.8% of online population… …create 80% of the online influence posts 6.2% of online population… …create 80% of the online influence impressions
90. Influence Benefits - “Helping Grow Stuff…” Brand Advocacy - as a marketer, Influencers are your “people market” multipliers Brand Buzz- as a media person, Influencers are a grassroots complement and amplifier Brand Perception – as a PR person, Influencers are game-changing allies
91. Influence Benefits- “Helping Build Stuff” Brand Content – as an agency or innovator, Influencers are potential creative partners and crowdsourced sources of solutions and ideas Brand Insight - as a researcher or innovator, Influencers are a savvy alchemy of outsider wisdom and feedback Brand Support- as an organization, committed Influencersare extraordinarily effective and valuable brand ambassadors and customer service agents
95. You can’t chase everybody… “The suggestion that a firm merely needs to participate in a conversation is a little naive. Microsoft was mentioned 2.5 million times in the blogosphere the previous year, and we have eighty-nine thousand employees. How can you realistically be expected to operationalize a response to all of them?”
117. …the back of the Influence Curve “The Message Credibility” – 3.6% of population - Gatekeepers, Databanks, Authorities, Filters, Gurus, Torture Testers, Filters “The Message Magnets” 0.8% of the population - Endorsers, Mega Hubs, High Priests, Fame Magnets, A-Listers “The Message Spreaders” - 1.8% of population - Organizers, Sneezers, Bees, Social Glue, Converters, Chatterers, Promiscuous, Connectors
121. The Short Version - The Three Basic Reasons Why Ideas Spread through Word of Mouth “It’s Who THEY Are” “It’s WHAT You Do” “It’s Who YOU Are” 10 Audience Attributes 15 Buzz Firestarters 11 Inescapable Traits
122. THE BUILDING BLOCKS OF WORD OF MOUTH – THE 36 REASONS WHY PEOPLE BUZZ - The Brand/Product The Experience The Person Intrinsic-ally Motivated Passionate About the Topic Rallying Cry Authentic Altruistic Intimacy Likable Influence Involved/ Committed Brand Experience Trustworthy Logo Lovers Tight Boundaries Extrinsic-ally Motivated Ritualistic Social Currency Edgy Social Brokers Network Effects Innovative Feedback Seekers The Best At What You Do Memes Self-Expressives Easy to Talk About Visibility Remarkable/ Outrageous Ego-Driven Scarcity Explicitly Motivated Fame Expertise Knowledge Seekers Sensory Bite-Sized Participation ReciprocityDealers Liberating/ Problem Solving VIP treatment/ Customization Rewards $$
124. # 1 – Passionate about The Topic # 2 – Logo Lovers # 2 – Logo Lovers "Life is either a daring adventure or nothing. – p.s. just survived an intentional parachute failure at 10,000ft” Tactic: Publish Manifesto (Naked Pizza) /Employee Blog (Graco)
125. # 2 – Logo Lovers “D’OH! The Simpsons’ effect on TV is like the Beatle’s effect on music. We will buy them until they have nothing left to do.” Tactic: Build Community (JetBlue TrueBlue)/ Use video sharing/Host user-generated video contest (Nike The Chosen)
126. # 3 – Knowledge Seekers “Just another day of blowing something up” Tactic: Topic-based blogs/Aggregated Advice (Mint.com/ Amex Open Business Forum)
127. # 4 – Social Brokers “You wanna hug it out?” Tactic: Host events/organize groups/tiered membership and roles/team wearables (Canadian Breast Cancer)
128. # 5 – Altruistic “Move that bus!” Tactic: Personal Appeal /Meetups (Wikipedia fundraising /Wiknics)
129. # 6 – Involved / Committed “We're not the only people on this island and we alllllll know it!" Tactic: Meritocratic communities/Challenges/Milestone Celebrations (Mozilla Firefox)
130. # 7 – Seeking Feedback "What does that mean when the fitness instructors are ahead of the mayors?" Tactic: Beta test Influencers (Lululemon)
131. # 8 – Ego Driven “Show me someone without an ego, and I`ll show you a loser.You’re Fired.” Tactic: Social dashboards/leaderboards/gaming (Empire Avenue)
132. # 9 – Reciprocity Dealers “But we can only offer this level of programming with your help.” Tactic: Affiliate/crowdsourcing revenue sharing (Amazon)
133. # 10 – Self – Expression “SOME PEOPLE THINK BEAUTY IS SOMETHING YOU'RE BORN WITH......AND NOT SOMETHING YOU CAN CREATE......HOW NAIVE!!!!” Tactic: Crowd designing platform/challenges/themes/profiles (Threadless)
135. # 11- Social Currency Tactic: First to know/Top Stories/Trendwatch (Gawker/Gawker Stalker)
136. # 12- Brand Experience(s) “I think it’s really down to the wire, and we’re afraid we’re last.” Tactic: Testimonials/Employee Flipcam Profiles/CEO blogs/Publish Core Values (Zappos)
137. # 13 – Fame “I genuinely believe with all my heart that we have found (a worldwide star) with you.” Tactic: Customer competition/Performance stage (Squad 6) 15 Minutes of Fame (Maynards)
138. # 14 – VIP Treatment / Customization “Sophie gets what Sophie wants and Sophie is always right” Tactic: Front of the line Incentives/exclusive access/updates (American Express)
139. # 15 – Scarcity ” Watch out—I’m coming to town and I can’t bring all my friends, so I’ve decided to look for a new BFF. I need a best friend who is hot, who can keep up with me, and most of all, who is real and won’t be a backstabber.” Tactic: Restricted access/gifting (Google Gmail / +1)
140. # 16 – Influence “You can only vote for him, you can't actually adopt him. Call now." Tactic: Collaborative innovation/fan clubs/meet employees (Lego)
141. # 17 – Intimacy “Will you accept this rose?” Tactic: Twitter time response/local venue and interest-specific social hubs (Whole Foods)
142. # 18 – Visibility “The top 10 CNN heroes -- remarkable everyday people changing the world -- were revealed by CNN's Anderson Cooper. All were nominated by CNN viewers inspired by their hard work and commitment.” Tactic: Identity embeds itself into product/packaging (Maynards)
143. # 19 – Tight Boundaries “Yeah, I'm obnoxious, yeah, I cut people off, yeah, I'm rude. You know why? Because you're busy. “ Tactic: Vetted member only access/Launch parties/Special deals/niche labels (The Gilt Groupe)
144. # 20 – Rallying Cause “And remember you can make a difference” Tactic: Matching Incentives/Partnerships/Product Badging/Bold Targets/Red Friends (Join Red)
145. # 21- Rewards “DEAL OR NO DEAL” Tactic: Group-based deals /Countdown clocks /real-time feedback/Social Integration/referral incentives (GroupOn)
146. # 22 – Expertise “So now America, with an open heart and an empty stomach, I say unto you in the words of my uncle: Allez cuisine!” Tactic: Well-curated forums /multiple communities /answered vs. unanswered questions/Grant compeitions (Intuit)
147. # 23 – Bite-Sized Participation “There’s no such thing as 110%. It stops at 100.” Tactic: Petition wall /matching donation wall (Sharpie)
148. # 24 – Network Effects “Books were my pass to personal freedom. I learned to read at age three, and soon discovered there was a whole world to conquer that went beyond our farm in Mississippi.” Tactic: Recently joined lists/ best members/interest-specific groups/live chat (Facebook)
149. # 25 – Memes “No soup for you! There was shrinkage! Man hands Vanderlet Industries! The bro and manziere. Happy Festivus. Yada, yada, yada.” Tactic: Label members, activities, objects, Chirp Conference, 85 word, Twitter Glossary (Twitter)
150.
151. # 26 – Innovative "The following takes place between ??:?? and ??:?? pm" Tactic: Augmented reality, partner integration , local mapping, training routine, mixes (Nike Plus)
152. # 27 – Remarkable/Outrageous “What's the quickest you've ever knocked anyone out? 18 seconds including the ten-count. I think you're gonna break that today. “
153. # 28 – The Best At What You Do “That was unbelievable.” Tactic: Provocative demonstration/contextually relevant tests (Will It Blend)
154. # 29 – Authentic “This is NOT fashion camp!” Tactic: Authentic collaborators/product centric multimedia (Burberry – The Art of Trench)
155. # 30 – Liberating / Problem Solving “Dead body, Bonus!” Tactic: User generated uses/Advisory Council/Lists (Wd-40)
156. # 31 – Edgy “Move forward. This never happened. It will shock you how much it never happened” Tactic: Underground evangelism/targeted sponsorship (Pabst Blue Ribbon)
157. # 32 – Trustworthy “I understand that you want to make finance entertaining, but it's not a f***king game” Tactic: Link a cause/movement to your brand – link to purchase (Tom’s Shoes)
158. # 33 – Likeable “Just go up to somebody on the street and say "You're it!" and then run away.” Tactic: Don’t charge for extras/respond to people in real-time (Porter Airlines)
159. # 34 – Easy To Talk About “You’re engaged ?” Tactic: Making the invisible, visible and talkable online and offline (Movember)
160. # 35 – Ritualistic “The belief in a supernatural source of evil is not necessary. Men alone are quite capable of every wickedness.” Tactic: Fake history, strategy guide, faux rules, personality profiler (World Rock Paper Scissors)
161. # 36 – Sensory “Who will speak for Planet Earth?” Tactic: 3D Tours of Region (Nimmo Bay Lodge)
163. 30 Hard-Won Tips to WoM The best preparation? The top ideas? The right squad? The golden touch? Avoiding the potholes? Building relationships?
164. #1-5 Live in the tribe …. - Find your lifestyle target, read their content, listen to their exchanges - Make a scouting report about their likes, dislikes and interest - Know who they hang with - Link to their content, credit their work - Go easy - Make a friendly first connection
172. TweetAre you listening to me? Highest engagement Lowest reach Lowest engagement Greatest reach
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175. Does it combine your brand traits, with motivating activities and a primed audience?
176. Does it max out on a few of the 36 reasons why people word of mouth?
177. Does the experience and follow up match the promise that’s been set up? Does your buzz have longevity?
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179. Are you grabbing the right type and combination of influencer (tastemaker, trendspotter, opinion leader, expert, social ringleader, celebrity) at the right time and motivation?
180. Do they feel connected to your brand or mission for reasons beyond the freebie – social connection, shared values, ability to express?
194. Let’s Start The Conversation… Inquire: sean (at) wiki-brands.com smoffitt(at) agentwildfire.com Phone: 416-458-2818 URL: www.wiki-brands.com Blogs: http://BuzzCanuck.typepad.com/ Explore: The Buzz Report (e-newsletter) Signup at www.AgentWildfire.com Learn: Executive Seminars
Hinweis der Redaktion
Happy to be in hometown recognized as master – whereas my last 2 years have been talking about the socialization of business and Wikibrands – my real roots are brands and word of mouthFor those following at home – the relevant hashtags are below
Whereas some of my fellow members of the blonde guild society have their cuases cleaning up their own neck of the woods – I am focused on my little postage stamp in the world
Ran over 100 engagements over last 7 years as Canada’s – we live, breathe and sleep this stuff – with Facebook less than 8 years old, YouTube less than 7 and Twitter less than 6, the notion that people talk to each other is not new
Over 30 different categories – top three categories for word of mouth – child acre, restuarnants and cars
We wrote a book – some smart people liked it, we’ve been travelling the last 9 months evangelising our business manifesto – would love for you to join us
Get through 17 chapters, the real core idea is that as brand owners, managers, agencies and stakeholders, we are in the middle of the poarticpation age – whereas brands represented important distinctions in the past based on ownership, equity, aspiration, preference or affinity, now the real limus test is are you providing forums for people to engage and particiapte more deeply with your brandThe stats prove it – according to Forrrester, those that engage deeply grow their value by 18% and those that don’t 6% - chicken or egg argument
So we interviewed the top 100 brands doing great work and asked them how they put their social pants on the morningToday we’ll focus on one of their core success factors – word of mouth
I think we’ve all been trained on marketing’s 4Psa for the last 50 years it is has been a marketing stapleWhenever I talk to my colleague Don Tapscott, he believes brands are a much more complicated construct shared between company and users nowadays – we prefer the 13Es as a new model of wikibranding – with the key driver being Evangelism – a true litmus test of a healthy business and brand – would you recommend me to others?
Tretaed as a media, word of mouth in nearly every study you see, is the most trusted, referred, action driving, information seeking vehicle
I loved this morning’s chats about Social Business – from strategy by Chris to infrastructure by Sam – this is no longer excused as a tacticCertainly if you look at a Beatle’s metaphor and their popularity below in terms of Google searches, social business might not be everybody’s favourite topic like John Lennon but it is the high ground for effective use of social media and new technology
If you thought I would expound on the nittygritties of usingKlout vs. peerIndex, hosting communities on Salesforce vs. Lithium , measuring on Radian vs. Sysomos, sorry to upset but think again….it’s really the sociology and psychology of business and its customers that is the main gap
So before we go on a pretty heady WoM trip, I wanted to profeer to you that in a social tech, word of mouth world there really are 4 overriding laws, the Hammuraboi code, the 10 commandments of the social net so to speak
The first law is awesomeness – we truly don’t notice or talk about stuff that is above average or even good anymore, we are deluged with that – what we talk about is the 1% of stuff that we find fascinating and relevant (and maybe the 0.5% of stuff that really really offends us) – loved our fellow friend and canadian author neilpasricha who wrote a best seller on the topic Loved some of his 1000 acts of awesome from his blog – out of last 100, here are two of my faves , although personally hated #1000 Broccolflower
Three things I’ve been word of mouthing about in Toronto – Prvada Vodka bar, NuitBlache all night festival from alst week and Roncesvalles new restaurnat scene including new smkehouseBarque and authentic pizzeria Pizza Defina
I’ll prove the law of awesomeness, who was first person to fly across Atlantic
Of 50 attrubytesSpice Route - It makes peeing feeel like a religious experience
We are pre-wired to talk – what social media has done is make it easy for usThe average person has 2 really close friends, 8 close friends and 33 social friends, if you are on facebook/Twitter/LinkediN you now have 385 friends
My colleague Emanuel Rosen wrote a two great bnooks on the subject of buzz and he nails it – we have 6 basic reasons why we like to talk…and they mimic some of the key social networks/websites we like to useEvery brand owner should ask why their users fundamentally want to buy and spend time with them
Contrary to fly by night, coupon clippers and deal hunters, the real core of your brand social squad will join your community for fundamentally social reasons
If I look at myself vs. the me from 20 years ago – my social network has feasibly expanded by a factor of 5,000 through my links to social networks
And it is deplorable that as a nation, our businesses are dragging their feet when our customers are the most primed for engagement in social media – we are at the top of the ranks of all key usage points online and in social media
We need to be real at this stuff, there is a new higher order benfit customers are seeking out and it is a sense of realness and soul behind the business, brands, people and causes we support – part of more scrutiny and part if there are less of them, brands that know themselves and are perceived by their customers as the realk thing – social media elevates authenticty
More than TV, radio, print or any other medium, word of mouth and social media is an experiential medium – whereas the others you might be able to create and particpate without a rich understanding of each medium, this one is different
Shocking, but buisness is coming around
In a world of great noise and consumer overburden, where customers can increaisngly filter the branded message out, word of mouth is the great enabler, we rely more than ever on our friends and people like me
This is what your NEWcustomers’s basic needs are – it’s not quality or relaiability anymore – they want to be involved, they have a high standard, low tolerrance for slowness and will exact a tool when you don’t meet it now publicly
The sad reality is that we all think its important and many think we deliver a good one, only a small fraction of customers ageree
I am a Seahawks fan – sadly only 4 of us in town – but you noticed the best sports teams have communities around their brands even in different cities – Red Sox Nation, Yankee Pride, The Mnchester United red Devils