Thank you so much for having me here today. It is really my honor to be here.
So before we get started, I’d like to share a bit about who I am and what I stand for. I was born without a name.
It took my wonderful parents 11 days to decide on this simple name. And lucky for me they gave me two b’s. Because in this day of google search, if you google Robin with one b, you will find a professional dog trainer. I am not a professional dog trainer.
It took my wonderful parents 11 days to decide on this simple name. And lucky for me they gave me two b’s. Because in this day of google search, if you google Robin with one b, you will find a professional dog trainer. And while I adore animals, I am not a professional dog trainer.
I have had the honor of working with some amazing organizations in both the for profit and not for profit world.
Just to let you know what I love.
I love these two kids more than anything on the planet.
I love hot yoga
And I get up every single day of my life with a single minded focus -- to make positive meaningful change in the world.
in prepping to come here today, I looked up the definition of hospitality. And I love it, because today I get to talk about a subject I love -- WORD of Mouth Marketing -- to a group focused something else I love - KINDNESS. Kindness is such a powerful thing, don’t you think?
Today we are going to talk about lessons learned creating community and sparking movements. In the hopes that you can take some of those lessons back to your organization and communities.
WE are so excited at Brains on Fire about igniting sustainable WORD OF MOUTH movements, that we wrote a book about it.
This is one of my favorite lines from your book. It comes from Rob Morris, the president and co-founder of an organization we’ll talk about today. Love146. I believe this with all my heart... we want to see ourselves in a story bigger than our own lives.
I am a marketer, and it simply would not be a conversation about marketing if we didn’t address the shiny new social media tools in the room. Everyone is talking about facebook and twitter and google + and pinterest...the list goes on and on...
This the truth about technology. What hot today is gone tomorrow.
What is that about.
it’s about this.
always has been
So what is a movement.
One the best ways to understand movements
Campaigns have a start and a finish...
Movements go on as long as kindred spirits are involved.
Campaigns use war words.
Movements use kinder words like....
campaigns are borning
Movements are full of excitement and energy.
campaigns use traditional media
movements spread from person to person.
campaigns are an us against them mentality.
Movements are we are all in this together.
Campaign are based on a creationist theory. Some smart people take data and info and go behind a curtain and reveal their brilliant word.
Movements are based on the evolutionist theory. IT changes and grows and develops along the way.
Campaigns are like an on and off switch, you run it for awhile and hope at the end you have some results.
Movements are like a passion dial...
So let’s talk abou you. I have to tell you, you guys have one of the most amazing WORD of MOUTH MARKETING stories I’ve run across in a long time. Is everyone here aware of the SUPER scarves story? Raise your hand. I believe what made this such a remarkable story is you started with people. And you started with something that was real and authentic, you started with
This goal in mind... How can we make it easy for stranger from the NE to find help when they need it. You didn’t start with technology or trying to create a viral campaign or twitter strategy, you simply started with what was real and empowered
to take SHARED ownership in welcoming strangers. and to be kind.
and to tell their story...
So I am going to switch gears a bit and talk about not for profit. I realize most of you in the room are in the business to be wildly profitable, but we can all learn alot from the not for profit world. In 2007 an international organization named justice for children came to us. They had a name problem. It seems that an group in Texas had been using the same name and there was confusion. They came to us for a new name.
Rob Morris and his team have one mission. To wipe child sex trafficking off the planet.
There are staggering statistics about human sex trafficking
two children every minute are sold into slavery. But is was rob’s answer to this simple question that got stuck in our hearts. What is your story. When I first hear this story their story had physical reaction.
Guys we are drowning in literature. Think conversation tools.
Let’s move to the world of for profit business.
National Center for Family Literacy had a problem. Like their outdated logo, Literacy had lost it’s relevancy. While Literacy is still a huge problem. Over 50% of unemployed 18-21 are functionally illiterate, NO ONE was talking about it. Our research showed that PARENTs want to play a role in their child’s education but resources we few and far between.
How could we reframe the conversation and make it about inspiring curiosity and wonder?
How could we get families talking, and thinking and wondering.
So I have shared some stories outside of your industry because i think we can learn the most from stories that take us outside of our routines. But here is story about a very popular tourism destination. about being hospitable and kind on FACEBOOK.
As managers of the Colonial Williamsburg facebook community it was our job to go beyond LIKES and create LIFE long fans. That was the goal.
Photo of esther winning facebook entry... In June of last year we had a photo contest for our summer profile picture. A mom of two girls named esther entered and won. She responded and told us that the photo was her two girls with their favorite interpreter.
Tami’s entry and esther’s response...I don’t mind paying for a place so nice. But she said, maybe my girls could get a dress for the day and I’ll take more pics!
Show multiple photos of her kids on facebook... So of course behind the scene cw made the dresses a reality and asked on fb that esther stop by the visitor center when she checks in. She was surprised and on facebook told the world that her kids love CW better than Disney.
Kindness = one person broadcasting live to over 20K fans on facebook and since 90% of word of mouth is offline, to her network of intimate family and friends, this simple story of being kind spread. And the best part, she said two extra nights. And her family has become LIFELONG fans of CW.
In closing I will share one last quote from our book...be famous for the people who love you. For the way you love them.
-- share of wallet, it’s share of heart that matters these days.
Igniting Powerful, Sustainable, Word of Mouth Movements • brainsonfire.comTuesday, August 7, 2012
We need to use our BRAND AMBASSADORS 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 as we check in on FOURSQUARE.Tuesday, August 7, 2012
A movement elevates and empowers people to unite a community around a common cause, passion, company, brand, or organization.Tuesday, August 7, 2012
I’ll take it a step further… A sustainable movement happens when customers and employees share their passion for a business or cause and become a self-perpetuating force for excitement, ideas, communication, and growth.Tuesday, August 7, 2012
A Church in Long Island, New York was just given a winning 3 million dollar lottery ticket by a member of their congregation. The Church in turn donated $200,000 to Love 146. This made big news, the Pastor has been on Good Morning America, The Early Show, etc. talking about us. Great awareness! SHARED OWNERSHIPTuesday, August 7, 2012
A MOVEMENT IS NOT A SPASM OF PASSION WE NEED A COLLECTIVE SHOUT!Tuesday, August 7, 2012
Fiskars scrapbooking products drive virtually no conversation in the blogosphere. Existing online hubs had become a place for cattiness, bullying and criticism. aka…Scrap Bitches. Online mining discovered the market was much younger. Scrapbooking isn’t just for grandma.Tuesday, August 7, 2012
These women were extremely passionate! But their passion wasn’t about the tools. It was about what those tools enabled them to do.Tuesday, August 7, 2012
REFRAME THE CONVERSATIONTuesday, August 7, 2012
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.Tuesday, August 7, 2012
Movements have inspirational leaders.Tuesday, August 7, 2012
• 18,500 visitors in its first month • Jan-Aug 2011 unique visitors grew by 670% • O dollars spent on marketing, growth totally fueled by organic word of mouth • Facebook & Twitter followers grow steadily, averaging 150 and 141 new fans per month, respectivelyTuesday, August 7, 2012
• Wonderopolis has enjoyed numerous (unsolicited) favorable reviews in 100+ online publications and blogs. • Recently, Time Magazine named Wonderopolis one of 2011’s “50 Best Websites.” • EducationWorld.com gave Wonderopolis 5 stars for its high-quality information and ability to bring fun into the classroom.Tuesday, August 7, 2012