SM Business Forum - Geno Church

Lessons learned from building Word of Mouth Movements Geno Church I Social Media Business Forum October 23 Durham, NC @genochurch

What is your Purpose?

Everything you’ve heard today is complete and total CRAP

unless you have a strategy behind it.

I’m a… Social Media Agnostic.

Is this your SM strategy? 1. Listen 2. Blogger outreach 3. Twitter 4. Facebook Fan page

PEOPLE TRUST PEOPLE

We need to use our BRAND AMBASSDORS so they can get some VIRAL BUZZ and our COMMUNITY INFLUENCERS can EVANGELIZE the PRODUCT SEEDING and create some SOCIAL MEDIA about it. Then we’ll TWEET about it and update our FACEBOOK status.

I’m sorry, but WTF?

It’s the TACTICS that are bogging us down.

JUST MAKE PEOPLE TALK ABOUT US DAMIT!

Why are we so darn concerned about creating a conversation?

NO!IF YOU BUILD IT WE WON’T COME!

90% OF WOMM HAPPENS OFFLINE 75% FACE TO FACE 15% VOICE TO VOICE 7% EMAIL /TEXTING 2.5% SOCIAL MEDIA

FIND THE MOTIVATION! why are your customers MOTIVATED to PARTICIPATE and SHARE?

PEOPLE ARE THE KILLER APP.

WE WANT PEOPLE TO DO MORE THAN JUST TALK ABOUT US. FIGHT FOR US!

REFRAME the CONVERSATION.

And the TACTICS will come.

MOVEMENTS Elevate and empower people to unite a community around a common cause, passion, company, brand or organization

GIVE PEOPLE THE POWER TO CRANK IT PARTICIPATE UP EVANGELIZE SHARE OWNERSHIP

10 Lessons Learned Igniting Brand Ambassador Movements

CHALLENGES: • Fiskars was seen as the “milk and saltine crackers” of their industry. • Bland and not memorable. • Internal skepticism that brand could stand for something more than orange-handled scissors.

1: Movements are built on passion

THE PASSION CONVERSATION: Reframe the conversation from about scissors to about people celebrating their creativity and sharing their personal lives with each other. Create and support a positive blog community, supported by Fiskars. A community led not by the best technical scrapbookers, but by the most passionate. Empower the community to collaborate with Fiskars, share ideas, and spread the love.

2: Movements begin with the first conversation

3: Movements have inspirational leadership

4: Movements have a barrier to entry INVITE ONLY!

5: Movements empower people with knowledge

6: Movements encourage ownership

When someone has a problem with a product on another website, or at a craft event. Fiskateers explain the proper way to use them.

7: Movements have powerful identities

We’ve got your number! Love your fanatics

8: Movements live online and offline

9: Movements make advocates feel like rockstars

10: Movements get results

FISKATEERS SUCCESS: • Less than 24 hours after allowing Fiskateers to be invited in, we had reached our original six-month goal of 200 members. • 600% increase in online conversations calling Fiskars by name in first year of the movement. • 1,800+ active and engaged Fiskateers within the first 12 months. • Visitors to the site from 50 countries, and members from all 50 U.S. States as well as Canada, Australia, South Africa, the United Kingdom, New Zealand, and other countries. • In Q1 2007, stores that had a visit from a lead Fiskateer experienced 3 times the sales growth of other stores. (source: FISKARS sales dept) • Currently 7,500+ members; 83% increase in membership from 2007-2008. • 85% of Fiskateers are highly likely to recommend Fiskars. 57% say they recommend Fiskars all the time. (source: 2008 Annual survey)

PRODUCT INNOVATION: • Fiskars’ product development engineers host live chats with the Fiskateers. • 26 online surveys to gather input and ideas in 2008 alone. • Idea engine on site where Fiskateers can make suggestions, and rate each others’ ideas. • 30% community response rate for product surveys. • Average 13 new product ideas per month. • In 2008, Fiskateers named 12 new ink colors, Fiskars’ new squeeze punches, and helped the Fiskars engineers redesign 4 paper trimmers and other products set to launch in 2009.

BEST BUY | AMPLIFYING THE MUSIC INSIDE

Within each of us there is a song waiting to be let out. Celebrated. Ampliﬁed. Whether you are 8 or 80. Looking to perform for thousands or just your girlfriend. Whether you are a beginner or a guitar God. The song should be played. You feel the power of the music inside.

Cheat Sheet: Why do people tell stories? • Support A Cause • Enable an Experience • Ethos of a Brand

Is your BRAND ethos made of STORIES or ADS?

We’re building BRAND ETHOS not EGO.

BE FAMOUS FOR THE PEOPLE WHO LOVE YOU FOR THE WAY YOU LOVE THEM MAKE THE COMMITMENT

Geno Church Brains on Fire brainsonﬁre.com e: genoc@brainsonﬁre.com twitter: genochurch p: 864.676.9663 business is good.

“Everyone will be famous for 15 minutes” – Andy Warhol

The Social Media See-Saw

Advice from my community Rule #1 There is no privacy act in a home you pay for. Translation - don't let children run your home or tech within.

Rule #2 Let your children know they are so important to you that you will do whatever it takes to keep them safe!

Rule #3 Get support from other engaged and embattled parents.

Rule #4 Tell your children the awful, dirty, messy truth... all the time. It will help them later develop a BS forceﬁeld!

Rule #5 What’s your ﬁre escape plan. Now think Social Media. What’s my ladder, rope, window, route?

Do your Research

Teach your kids

Check-In

It’s not HOW you do it. The Killer App is YOU and what YOU do with it.

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SM Business Forum - Geno Church

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