Brains on Fire E-Book

Robbin Phillips

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 257

Veröffentlichungsjahr: 2010

Beschreibung

Develop and harness a powerful, sustainable word-of-mouth movement How did the 360-year-old scissor company, Fiskars, double its profit in key markets just by realizing its customers had already formed a community of avid scrapbookers? How is Best Buy planning to dominate the musical instruments market? By understanding the Brains on Fire model of tapping movements and stepping away from the old-school marketing "campaign" mentality. Brains on Fire offers original, practical and actionable steps for creating a word-of-mouth movement for corporations, products, services, and organizations. It takes you step-by-step through the necessary actions needed to start your own authentic movement. * Develop and harness a powerful, sustainable, word-of-mouth movement * Describes 10 lessons to master and create a powerful, sustainable movement * The Brains on Fire blog is often ranked in the top 100 of AdAge's Power 150 Marketing Blogs

Leseprobe

Table of Contents

Praise

Title Page

Copyright Page

Dedication

Acknowledgments

Introduction

IT’S ABOUT PEOPLE, STUPID

WHY SHOULD YOU CARE ABOUT THIS BOOK?

WHAT IS A MOVEMENT?

CAMPAIGNS VERSUS MOVEMENTS

CAMPAIGNS HAVE A BEGINNING AND AN END

MOVEMENTS GO ON AS LONG AS KINDRED SPIRITS ARE INVOLVED

CAMPAIGNS ARE PART OF THE WAR VOCABULARY

MOVEMENTS ARE PART OF THE EVANGELIST VOCABULARY

CAMPAIGNS ARE DRY AND EMOTIONALLY DETACHED

MOVEMENTS ARE ROOTED IN PASSION

CAMPAIGNS RELY ON TRADITIONAL MEDIA

MOVEMENTS RELY ON WORD OF MOUTH, WHERE THE PEOPLE ARE THE MEDIUM

CAMPAIGNS ARE PART OF THE CREATIONIST THEORY

MOVEMENTS ARE PART OF THE EVOLUTIONIST THEORY

CAMPAIGNS ARE YOU TALKING ABOUT YOURSELF

MOVEMENTS ARE OTHERS TALKING ABOUT YOU

CAMPAIGNS ARE AN ON-OFF SWITCH

MOVEMENTS ARE A VOLUME DIAL

CAMPAIGNS EMBRACE AN US-VERSUS-THEM MENTALITY

MOVEMENTS SAY, “WE’RE ALL IN THIS TOGETHER”

SO WHO INSIDE YOUR COMPANY SHOULD OWN THE MOVEMENT?

ONE LAST THING

Lesson # 1 - Movements Aren’t about the Product Conversation; They’re about the ...

THE NEW PERSPECTIVE

REFRAME THE CONVERSATION

EXAMPLES? HERE ARE SOME FROM OUR OWN EXPERIENCE

IT’S REFRAMING THE CONVERSATION

SIMPLE? NEVER. EFFECTIVE? ABSOLUTELY

WHY AM I LOOKING FOR THE PASSION CONVERSATION AGAIN?

PASSION STARTS WITH PURPOSE

THE PASSION CONVERSATION NEEDS TO BE INTERNAL AND EXTERNAL

HOW DO YOU FIND THE PASSION CONVERSATION?

IT DOESN’T END WITH PARTICIPATION

BUT I DON’T HAVE A SEXY PRODUCT LIKE GUITARS AND KAYAKS

Lesson # 2 - Movements Start with the First Conversation

WE DON’T KNOW WHAT WE DON’T KNOW

BURN THE NONDISCLOSURE AGREEMENT

A CASE FOR AGENCY VISIBILITY

REMEMBER, IT’S PASSION, NOT PRODUCT

THE FIRST CONVERSATIONS ALLOW THE OPPORTUNITY FOR A STORY

SOUL IS A KEY INGREDIENT

THE FIRST CONVERSATIONS GET BUY-IN

WHO SHOULD YOU BE TALKING TO?

Lesson # 3 - Movements Have Inspirational Leadership

HOW TO FIND A MOVEMENT’S LEADERS

FINDING TEEN LEADERS

FINDING LEADERS OF A MUSICAL INSTRUMENT MOVEMENT

GROWING INFLUENCE CREATES LOYALTY

PASSIONATE PEOPLE PUT IN THE HARD WORK

REMEMBER, IT TAKES ONLY ONE

QUIET LEADERS

BUT I WANT ONLY THE COOL, SEXY PEOPLE TO BE THE LEADERS OF MY MOVEMENT

Lesson # 4 - Movements Have a Barrier of Entry

AND HERE COMES THE QUANTITY VERSUS QUALITY DEBATE

EXCLUSIVITY

BARRIER OF ENTRY AS A RELATIONSHIP BUILDER

Lesson # 5 - Movements Empower People with Knowledge

EMPOWERING TEENAGERS ISN’T ROCKET SCIENCE

PASSION IN MADISON

DNA

THE FAN CYCLE

EMPOWER PEOPLE WITH KNOWLEDGE? WHAT ABOUT KEEPING YOUR SECRETS?

Lesson # 6 - Movements Have Shared Ownership

HAVE THE COURAGE TO GIVE UP OWNERSHIP

BECOME FANS OF YOUR FANS

SHARED OWNERSHIP STARTS AT THE VERY BEGINNING OF A MOVEMENT

FISKATEERS COMING TO THE RESCUE

SHARED OWNERSHIP ALLOWS YOUR FANS TO PICK UP THE BANNER AND MARCH FORWARD

BUT THEY’RE NOT USING OUR LOGO THE RIGHT WAY

SHARED OWNERSHIP LETS “YOUR” MESSAGE BECOME “OUR” MESSAGE

WHAT SHARED OWNERSHIP MEANS FOR THE CREATIVE PROCESS

Lesson # 7 - Movements Have Powerful Identities

IDENTITY VERSUS BRAND

IT’S EASY TO PROMISE; IT’S HARD TO COMMIT

SOLID IDENTITIES ARE POLARIZING

SO BACK TO THE QUESTION AT HAND

NUMBERS DON’T MATTER, BUT NUMBERING DOES

THE RALLYING CRY

IDENTITY AFFECTS EVERYTHING

DON’T DENY YOUR DNA

SAME TRIBE

YOUR IDENTITY ISN’T THE IDENTITY OF YOUR COMPETITION

Lesson # 8 - Movements Live Both Online and Off-Line

A HISTORY LESSON ABOUT SOCIAL MEDIA

DEEPENING RELATIONSHIPS HAVE TO BE ACCOMPLISHED ONLINE AND OFF

IT’S NOT ONLINE VERSUS OFF-LINE; IT’S ONLINE WITH OFF-LINE

GO WHERE THE PARTY IS HAPPENING

YES, ONLINE IS IMPORTANT

Lesson # 9 - Movements Make Advocates Feel Like Rock Stars

LIFTING UP YOUR CUSTOMERS

DON’T YOU WANNA BE IN THE CLUB?

THE CENTER OF THE UNIVERSE EXPERIENCE

SWAG THAT EMPOWERS

THE CLOSEST THING TO BEING A ROCK STAR

THE LITTLE THINGS ARE BIG THINGS

TRUST

Lesson # 10 - Movements Get Results

CLOSENESS TO CUSTOMERS

RESULTS, RETURN ON INVESTMENT, THE BOTTOM LINE

TYING IT ALL TOGETHER

BONUS LESSON: MOVEMENTS FIGHT AN INJUSTICE

Lesson # 11 - Your Turn

About the Authors

Index

PRAISE FORBRAINS ON FIRE

“Brains on Fire succeeds at doing what so many other business books attempt: It provides a recipe for how every company can succeed. But the secret isn’t in the latest tools, online communities, or campaign tactics. It’s about passion, humanization, and common sense. And to prove that it’s possible, Brains on Fire is filled with examples of organizations that have already done it.”

—Scott Monty Head of Social Media, Ford Motor Company

“Brains on Fire is loaded with great advice from a team of people who have repeatedly built successful movements, ranging from an anti-teen-smoking movement to a pro-city-parks movement. If you want to lead a movement, start with this book.”

—Dan Heath co-author of Switch and Made to Stick

“The world is both strange and small in a modern age, isn’t it? There now seems to be a million fancy ways to reach and excite kindreds, like-mindeds, and customers anywhere in the world. A truly tantalizing notion. But for anyone who manages a business or a brand, the modern age has become increasingly difficult to decode in real time. More quickly than most of us would like to admit, the things we do to spread the message of our products, services, and causes devolve into dressed up versions of traditional strategies, a one-too-many controlled blast with a hat tip to an interactive tactic. It can be an unsatisfying exercise for all involved.

“Enter Brains on Fire. It isn’t just a book or a company, it is a collection of real people, with souls and hearts and stories —oh, the stories!—able to offer real advice to anyone who wants to make a movement out of what they do all day. Put down your Powerpoints and ad campaigns, folks. This takes guts and faith and patience, but mostly it takes passion. Not yours. Your customers. Brains on Fire can help you find it, trust it, and gently blow on the ember until it ignites. It’s not brand management, it’s brand as transformation. You in? There’s a truth that lies deep within the promise of this modern, digital world—that authentic leadership can be released from your customers, and their passion can be fanned into movements that change lives forever. Brains on Fire can help make it true for you. Buy the book.”’

—Ellen McGirt Senior Writer, Fast Company magazine

“Brains on Fire has the ability to assemble a powerful team that speaks as one unit. This engaging book is all about how that team works, including love, hard work, shared passion, with a constant focus on the goal.”

—Douglas J. Greenlaw former Head of Sales and Promotional Marketing, MTV Networks, New York

Copyright © 2010 by Brains on Fire, Inc. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, [phone], fax [phone], or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, [phone], fax [phone], or online at http://www.wiley.com/go/permissions.

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.

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Library of Congress Cataloging-in-Publication Data:

Brains on fire : igniting powerful, sustainable, word of mouth movements / Robbin Phillips . . . [et al.]. p. cm.

ISBN 978-0470-614181 (cloth); ISBN 978-0470-77053-5 (ebk); ISBN 978-0470-87226-0 (ebk); ISBN 978-0470-87227-7 (ebk)

1. Word-of-mouth advertising. 2. Business referrals. 3. Consumer satisfaction. I. Phillips, Robbin.

HF5827.95.B73 2010

659.13—dc22

2010012324

This book is dedicated to our dear friend and founding partner, Mike Goot.

His outrageous, often obscene, yet infinitely kind and generous spirit is part of who we are.

It pushes us to be relentless in our pursuit of the truth, and to never surrender any possibility that our efforts could help make the lives of those we touch more meaningful . . . and a helluva lot more fun.

Acknowledgments

LOVE

Brains on Fire is not really a business book. It’s a love story, a story about being famous for the people you love.

When I was first approached by Dan Ambrosio at John Wiley & Sons in August 2009 about writing a book, I instantly said, “Yes. want to write a book.”