People Powered Brands: Empowering a Tribe of Internal Advocates
"Why does your brand exist? What is your purpose for being in business? Does every employee know what your company is working towards?
Here’s a hint: your brand isn’t a product or a line item on a spreadsheet. It’s the stories people tell about it.
And, believe it or not, your best storytellers are your employees. Not just your C-Suite staff, but also the people on the ground representing your brand day-in and day-out.
Intentions, Processes and Frameworks for ChangeSami Nerenberg
This lecture discusses the Law of Unintended Consequences, the importance of understanding your user to avoid typical pitfalls, frameworks for creating change, and adding the notion that moral capabilities are needed for an effective leader.
Content Strategy & Social Media | by Robert Rosenthal | Social Media for Soci...VolunteerMatch
Content Strategy & Social Media | by Robert Rosenthal | Presented during the Social Media for Social Good Preconference at 2012 National Conference on Volunteering and Service
Intentions, Processes and Frameworks for ChangeSami Nerenberg
This lecture discusses the Law of Unintended Consequences, the importance of understanding your user to avoid typical pitfalls, frameworks for creating change, and adding the notion that moral capabilities are needed for an effective leader.
Content Strategy & Social Media | by Robert Rosenthal | Social Media for Soci...VolunteerMatch
Content Strategy & Social Media | by Robert Rosenthal | Presented during the Social Media for Social Good Preconference at 2012 National Conference on Volunteering and Service
Adaptability: The True Key to Accessibility and Usability? #TCUK12Karen Mardahl
UPDATE: "Transcript" at http://www.mardahl.dk/2012/10/09/musings-on-accessibility-and-usability-my-tcuk12-keynote/
Slides for my keynote presentation on 4 Oct. 2012 at TCUK12 - http://www.technicalcommunicationuk.com/. Inspired by the Web Adaptability idea at by http://ukwebfocus.wordpress.com/2009/07/20/from-web-accessibility-to-web-adaptability-a-summary/ Audio coming later.
Empowering Employees As Brand Ambassadors Hr.FinalWrite Speak Sell
This presentation is designed as a step-by-step process for companies to empower employees to promote the company’s products, services and brands on social media. This session is designed for any HR professional to provide a step-by-step process for companies to mobilize employees to promote the company’s products, services and brands
The "no-fluff" slide deck that show's "how" to launch employee advocacy networks and tell and share brand stories across their personal social media channels.
This employee advocacy presentation was given at the B2B Content Summit (contentsummit17.com). If you have any questions you can contact Randy Ksar at rksar@vocecomm.com or 408-738-7874.
Using Brand Advocates (Employees) for InfluenceLiz Bullock
Employees play a critical role in providing authenticity and trust and scalability in this new social media era. More customers are moving online and making peer-to-peer decisions and want to connect with everyday employees. Liz Brown Bullock shares how Dell and other companies are training and activating employees to further connect with customers and prospects online. Additionally, this presentation shares how to strategically think about preparing your organization to activate employees as brand advocates.
HPCC Systems - Using Big Data to Help Feed the WorldHPCC Systems
At our latest meetup, Jeff Bradshaw presents a case study - Delivering a Precision Agriculture Solution (Fit Bit for Cows?!).
Learn how data was collected leveraging the open source HPCC Systems platform from remote Farm Management Systems (used by the Farmers/Growers to manage their farms), and when merged with weather data and actual machinery data (IoT), this data is used to feed Agronomists and Crop Protection/Seed Manufacturers to get recommendations back. All in an effort to deliver a precision agriculture solution which helps the farmer increase his yield and helps feed the growing population of the world.
An overview of how small community groups and membership organisations can use community engine to collect payments, manage memberships, and find new members.
Adaptability: The True Key to Accessibility and Usability? #TCUK12Karen Mardahl
UPDATE: "Transcript" at http://www.mardahl.dk/2012/10/09/musings-on-accessibility-and-usability-my-tcuk12-keynote/
Slides for my keynote presentation on 4 Oct. 2012 at TCUK12 - http://www.technicalcommunicationuk.com/. Inspired by the Web Adaptability idea at by http://ukwebfocus.wordpress.com/2009/07/20/from-web-accessibility-to-web-adaptability-a-summary/ Audio coming later.
Empowering Employees As Brand Ambassadors Hr.FinalWrite Speak Sell
This presentation is designed as a step-by-step process for companies to empower employees to promote the company’s products, services and brands on social media. This session is designed for any HR professional to provide a step-by-step process for companies to mobilize employees to promote the company’s products, services and brands
The "no-fluff" slide deck that show's "how" to launch employee advocacy networks and tell and share brand stories across their personal social media channels.
This employee advocacy presentation was given at the B2B Content Summit (contentsummit17.com). If you have any questions you can contact Randy Ksar at rksar@vocecomm.com or 408-738-7874.
Using Brand Advocates (Employees) for InfluenceLiz Bullock
Employees play a critical role in providing authenticity and trust and scalability in this new social media era. More customers are moving online and making peer-to-peer decisions and want to connect with everyday employees. Liz Brown Bullock shares how Dell and other companies are training and activating employees to further connect with customers and prospects online. Additionally, this presentation shares how to strategically think about preparing your organization to activate employees as brand advocates.
HPCC Systems - Using Big Data to Help Feed the WorldHPCC Systems
At our latest meetup, Jeff Bradshaw presents a case study - Delivering a Precision Agriculture Solution (Fit Bit for Cows?!).
Learn how data was collected leveraging the open source HPCC Systems platform from remote Farm Management Systems (used by the Farmers/Growers to manage their farms), and when merged with weather data and actual machinery data (IoT), this data is used to feed Agronomists and Crop Protection/Seed Manufacturers to get recommendations back. All in an effort to deliver a precision agriculture solution which helps the farmer increase his yield and helps feed the growing population of the world.
An overview of how small community groups and membership organisations can use community engine to collect payments, manage memberships, and find new members.
At Vireo Research our philosophy is simple: Be curious!
With this as our motivator, we bring an unparalleled level of enthusiasm for social trends and all things that people unearth, embrace or reject. We want to know the WHY, WHERE, WHAT and HOW.
Our goal is to elicit clarity on attitudes, behaviors and values in a hyper-media, super-social consumer-driven world.
This means data is the currency within the marketing and communication universe. We will work with you and the people that matter most to you - consumers - to unearth the insights you need to grow your brand.
To learn more, contact us at: becurious@vireoresearch.com
Olé Pedersen, Patricia De Luca and Heather LeFevre presented this content at Cannes on June 21, 2011. The workshop was one of 20, selected from hundreds of entries as part of the festival conference. Participants learned the philosophy behind and practiced making cultural movements.
A great identity can be a stroke of inspiration, a random combination, or come from a diligent process. I think naming your pirate ship should be fun, and a bit serendipitous. The simple pirate ship name generator below gives you a few options. You can take your first initial, your middle initial, your nickname initial for the first part of your ship’s name. Next, I’m sorry to say you have only one choice the first letter of your family name or your maiden name. Now go sail the high seas…
Sparking Advocacy - Building Brands of Greatness. The Shared ShipThe Shared Ship
This preso is a combination of my latest presentations at Good Business Summit in CHarleston, SC and EXMA Peru in Lima. It's been a while since I've shared… shame on me! Reach out if you want to chat or have an interest in having a pirate present live.
Presented at WOMMA 2014 Summit in Los Angeles on Nov. 18th.
Session Title: Yeah, THAT Hashtag (Beyond Social Media (WOM) Track)
Presenter: Geno Church
When the former Greenville Convention & Visitors Bureau approached Brains on Fire about creating a new identity for our hometown, they didn’t have to ask twice. This was far more than an identity project; it was an opportunity to foster a greater sense of community within our community. With 36 Greenvilles in the United States, we would need to identify that “something special” that really sets us apart.
I'll Take My Community with Chocolate Chips
Community building is a lot like baking cookies. You can punch out perfectly cut cookies (platform thinking), or you can roll imperfectly beautiful balls (people thinking.)
Community building isn't a recipe, but it does require a plan. Finding your ingredients – people, platform and a touch of sugar - will be messy but also fun.
WOMology | Dumbing Down Smart WOM Research FindingsThe Shared Ship
DESCRIPTION:
This is the five-minute "Cliff Notes" version with audio of WOMology: Dumbing Down Smart WOMM Research Findings.
Academics are publishing smart research papers and dissertations on word of mouth marketing. However, these rigorous studies are just that—rigorous. Far too rigorously academic for most marketers to understand and act upon. Enter Geno Church (Brains on Fire) and John Moore (Brand Autopsy). They’ve dissected some of the smartest academic research papers on WOMM into bite-size nuggets of marketing know-how. Think “Rocks for Jocks” but instead of Geology, it’s WOMology.
LEARN MORE:
Geno Church | www.BrainsOnFire.com
john moore | www.BrandAutopsy.com
10 Rules for your Community to Survive a Zombie Attack…The Shared Ship
I’m a Zombie junkie, if a character looks like a Zombie, I turn into a couch potato. I’ve spent many late nights watching Shaun of the Dead, Dawn of the Dead, The Walking Dead, and my favorite—Zombieland—instead of sleeping.
I think all my Zombie watching has it’s rewards… lighthearted paranoia, killer soundtracks, and rules for survival. Evidently the CDC thinks so too.
In my opinion, Zombieland is the best of the best, a tasty movie (no pun intended) full of humor, zombie killings, and rules to live by. In my twisted mind, I saw brilliance in the survival rules of Zombieland. I also saw a challenge: Can those same rules be applied to community building? Here’s a cherry-picked list of ten “Rules from Zombieland” that I feel fit the bill:
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
People Powered Brands: Empowering a TRIBE of Internal Advocates
1. People Powered Brands:
Empowering a
TRIBE
of Internal Advocates
Photo Credit | Flickr: iammikeb
2. Agenda
• The Brains on Fire Journey – finding our Tribe
• WHY matters
• Creating a People Powered Brand
• Brands that let their Freak Flag Fly
• Q&A
3. Takeaways
• Unlearn the WHY behind your brand
• Finding a common passion among your
employees that will empower them to
work towards a common goal
• How to lay the groundwork for a
People Powered Brand
4. t: @GenoChurch
who are you? Are you a brand manager,
hello …
a CMO, a social media consultant,
a community manager, maybe your a tribe leader?
6. In 2003 Brains on Fire was a very successful advertising agency…
we mashed a mix of strategic services; branding, traditional advertising,
and research, for an eclectic group of clients.
7. My role at Brains was art director. Thankfully a client came, DHEC SC with a project that challenged our thinking.
With our home state being a leader in TEEN smoking rates, our task was to lower teen smoking rates, without attacking the tobacco industry…
SC is a tobacco friendly state… but that's a story for another time.
We made a decision to invest and empower teenagers to be the message not OUR work.
It was hard, and it worked RAGE against the HAZE still exists today, because we empowered teenagers to lead, and lead they did.
8. RAGE left a mark on the SOUL of BOF.
The work challenge us to define what it is that we did, and maybe more to the point… WHY.
9. RAGE, showed us, up close, the power of PEOPLE, and their voice,
the power of leadership, that those leaders can be infectious,
that infection can change lives, when change happens,
people start to believe, and a beautiful things happen… a movement can happen.
10. we started to look inward… divided into two teams to define what it is that BOF does…
are we an advertising agency, an identity company, what the hell are we… My team was the underdog team,
the other team consisted at the time of two of BOF's five managing partners.
They took a smart strategic approach, we took a very different path. We took a visual approach.
We wanted change, we visioned an agency that fought for the voice of the customer, the advocate…
we wanted to turn BOF into a pirate ship.
11. Both teams were set to present several weeks later to the entire team,
ok you might think I'm going to tell you our team won, blah, blah, blah…
Well we never made to the presentation, we got bought out.
The other team using their manager position bought us out, and claimed our idea.
Game over… In all honesty we were pissed… but looking back it changed the direction of Brains on Fire for the company and for me.
12. I became a BOF tribe leader, the way we worked changed,
we became more connected with each other.
Work became more communal…
16. Photo Credit | Flickr marcp_dmoz
I share this not to put us on some tribal pedestal, but to share a bit of our history,
and share how hard it is to keep that ethos 10 years later.
Inside a brand, an NGO, an agency… people come and go…
eventually leaders leave and with them goes some soul,
some culture, experience, and some of your why.
17. “A tribe is a group of people
connected to one another, connected
to a leader, and connected to an idea.
For millions of years, human beings
have been part of one tribe or another.
A group needs only two things to be a
tribe: a shared interest and a way to
communicate.”
- Seth Godin
Our culture changed to allow for a TRIBE to form, let's look at Seth Godin's definition from Tribes: “A tribe is a group of people connected to one another, connected to a leader, and connected to an idea. For millions of years, human beings have been part of one tribe or another. A group needs only two
things to be a tribe: a shared interest and a way to communicate.” - Seth Godin
18. As I chat with you today… I'll be honest. In the last two years we've had 50% turn over in staff…
as I said early PEOPLE come and go for many reasons. Our culture, our tribe was so strong for so long that… we took it for granted.
I guess you could say we became lazy about the internal stuff.
Far to often we see change as swift, but most change happens slowly over an extended period of time,
our nature is to not address it till it's broken or a crisis happens. Where have our rituals gone;
when's the last time we rang the bell, flew the flag, had a tequila shot for breakfast, a company wide pool tournament…
the things that connected us to each other and the idea of what BOF stood for.
19. Photo Credit | Flickr ashley rose
Our tribal belief is that we stood for something more than the stuff we created;
campaigns, logos, t-shirts, brochures…
we believe that we helped change happen for brands and organizations.
We believe in people, in storytelling, in tribal identities, and tribal rituals.
20. We want to save the day for our clients. We're going through a Re-Tribalize at BOF…
bringing everyone into our processes ranging from, old rituals, new rituals,
early immersion into projects, we're sharing at lunch our ethos,
and how we mix the old with new thinking.
I believe that its far easier to find another customer tribal leader
(that is if your having conversations that include your customers)
than it is to find your next internal leader for your tribe.
21. The BOF journey was a long a winding road - I wish we would had this earlier in our adventure…
Simon Sinek's "The Golden Circle," from his book Start with Why.
22. The Golden Circle Model Simon Sinek
WHAT
Every company and organization on the planet knows WHAT they
do. This is true no matter how big or small, no matter what
industry. Everyone is easily able to describe the products or
services a company sells or the job function they have within the
system. WHATs are easy to identify.
WHY
HOW
Some companies and people know HOW they do WHAT they do.
HOW HOWs are often given to explain how something is different or
better.
WHAT
WHY
Very few people or companies can clearly articulate WHY they
do WHAT they do. WHY explains your purpose, cause or belief.
It explains WHY your company exists. WHY you get out of bed
every morning. WHY people should care.
when most companies or people think, act, and communicate they do so from the outside in,
from what to why. From the clearest thing to the fuzziest thing.
But not the inspired companies and leaders, they think, act, and communicate from the inside out.
23. people
powered
brand
Creating a people powered brand…
24. Find your hand raisers
requires finding your hand-raisers (tribal leaders so to speak), this also creates communities.
25. Being a part of something
bigger than themselves
Because it creates a sense of belonging. Being a part of something bigger than themselves.
26. Communities
connect the unconnected
People Powered Brands create Special communities… the ones that people are wanting -
but didn't know it until they found it. Communities connect the unconnected.
27. Being a part of
a great story
compels us to share.
Being a part of that great story, is a journey, compels us to share = a people powered brand
28. Let your TRIBE
fly its freak flag
Photo Credit | Flickr: Derek Bridges
A big note… you can’t just choose your Tribe…
you have to accept them for who they are… warts and all.
We’re talking humans after all.
You’ve got to let your TRIBE fly it’s freak flag…
Embrace the weirdos.
They may just be your loudest, proudest, most passionate fans.
29. Who’s a member of a fitness club…
virtual show of hands?
Who’s a member of a fitness club, yoga studio, the YMCA… virtual show of hands?
So, any guess what percentage of Americans are members of a club or gym?
30. 15%… Sadly the fitness industry has fought for the same 15% over and over and over.
31. 65% of the 85%
of Americans that aren’t
working out in a gym
are interested in fitness,
but remain non-users of a
club/gym.
What about the 85%… 65% of that 85% that aren’t working out in a gym are interested in fitness, but remain non-users of a club.
32. Meet Chuck and Dave owners of Anytime Fitness…
you might remember them from Secret Millionaire.
Chuck and Dave run the largest fitness franchise in the world…
they’re successful but they felt there was a lot of work left to do.
33. We want to
change the
self-esteem
of the world
the why…
34. They challenged us to do something about that 65%. Can we change the conversation?
35. the existing convo = we all know it… diet pills, bikinis, biceps, 100 lb weight loss stories
36. The current conversation…
treats exercise/fitness/weight loss like a "goal" to be achieved,
which sets it up as a failure…
We decided to flip the convo on its head by celebrating the little things, little wins, the start.
37. So, how do you start that conversation to those folks?
You become human, yes a brand can become human…
it starts by not being so concerned about being in control, trying to get your point across, selling more gym memberships…
what good is it if they never come back after one day, ten days, thirty days…You will draw people to you by creating a safe place,
a nurturing place, a place that has two-way conversations, a place where people can feel like they can be themselves.
Sounds easy huh… not exactly.
To do this we need to retrain franchisees and their staff's to not look for the grande and instead look for the small, the starts…
38. Who's heard of Jared, show of hands? Jarred just didn't happen… He created his own diet, a franchisee started to notice pound by pound this guy losing weight eating fast food. The franchisee sent in the story, the ad agency noticed, sadly Subway thought it was to unbelievable, so the ad agency did a
commercial on its own dime. It connected with people, Jared became an overnight hero for many, many people.
39. For Anytime Fitness to have any hope… of changing this conversation we have to train
the franchisees and staff to spot these beginnings,
hell they have to appreciate these beginnings.
A big challenge for an industry built on testosterone and bikinis.
We asked for help, 25 Anytime fitness clubs to join us,
by being open to a new conversation to engage those left out of the current fitness conversation.
40. We had hundreds apply, we choose our 25 hand raisers…
brought them to Minnesota and trained them and empowered them to become our tribe leaders.
… the beautiful thing is they all ready knew this needed to be brought into focus.
41. Meet Josh Cox… one of our tribe leaders. When we met Josh this is the business card he put into our hands. Josh’s story
43. Josh took this challenge to heart… he wanted to build fro people what he wished he’d had…
a group accepting of all. Which is what we need, a place for everyone to be able to step into.
Look at the visual nature of what Josh has created…
44. This is a shot of the current Fitness Rebellion challenge…
Rebel vs Rebel… not in competition but inspiring each other to never give up.
45. I mentioned… rituals. Each rebel participate in Josh’s boot camp style Fitness Rebellion gets a hand crafted shirt…
they war it to every class… I saw it first hand.
The shovel.
46. We're just getting started… but conversations are happening not just on fitness rebellion.com but on Facebook.
People are sharing they're vulnerabilities, their hopes, their fears, their challenges, their dreams.
47. To make a difference, you've got to get your hands dirty. Your people have to get their hands dirty.
48. That's the only way you can earn people's trust… it's by being real, walking the walk, not just talking the talk.
49. you must
unlearn
what you have
learned
-yoda
As a marketer or a brand, our challenge is to motivate PEOPLE to share on our behalf.
Sadly… most of the time the place to start is for… a brand, or organization, to unlearn,
all the marketing and shiny social media tactics
and be human again.
51. marketing
is about people
Marketing is about people. If you don't believe in relationships, you probably need to get out of the business.
52. People Powered Brands
are not perfect and
don’t need to be.
people powered brands, are built on the honest principle that we are not perfect and don't need to be.
53. Let your freak flag fly.
Embrace your weirdos.
let your TRIBE freak flag fly. Embrace the weirdos. They may just be your loudest, proudest, most passionate tribe leaders.
54. If your going to walk
with them, you have
to talk with them.
Really get to know your advocates…If you're going to walk with them, you have to talk with them.
Know their dreams their hopes.
55. •Walk, listen, and talk with your TRIBE
•Show them you Care about them
•Value what they have to say
•Put what you’ve learned into Action
•Empower your hand-raisers to become
Tribal leaders
Walk, listen, and talk with your Employees and Customers
Show them you Care about them
Value what they have to say
Put what you’ve learned into Action
Empower your Hand-raisers