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- Herausgeber: John Wiley & Sons
- Kategorie: Fachliteratur
- Sprache: Englisch
Compete in the digital world with pragmatic strategies for success Digital Sense provides a complete playbook for organizations seeking a more engaged customer experience strategy. By reorganizing sales and marketing to compete in today's digital-first, omni-channel environment, you gain newfound talent and knowledge from the resources already at hand. This book provides two pragmatic frameworks for implementing and customizing a new marketing operating system at any size organization, with step-by-step roadmaps for optimizing your customer experience to gain a competitive advantage. The Experience Marketing Framework and the Social Business Strategy Framework break down proven methods for exceeding the expectations customers form throughout the entirety of the buying journey. Customizable for any industry, sector, or scale, these frameworks can help your organization leap to the front of the line. The evolution of marketing and sales demands a revolution in business strategy, but realizing the irrelevance of traditional methods doesn't necessarily mean knowing what comes next. This book shows you how to compete in today's market, with real-world frameworks for implementation. * Optimize competitive advantage and customer experience * Map strategy back to business objectives * Engage customers with a pragmatic, proven marketing system * Reorganize sales and marketing to fill talent and knowledge gaps Today's customer is savvy, with more options than ever before. It's critical to meet them where they are, and engagement is the cornerstone of any cohesive, effective strategy. The technological revolution has opened many doors for marketing and sales, but the key is knowing what lies behind each one--what works for your competitor may not be right for you. Digital Sense cuts through the crosstalk and confusion to give you a solid strategy for success.
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CONTENTS
Cover
Title Page
Copyright
Dedication
Acknowledgments
Foreword
Preface: A Tale of Two “Tweeties”
The “Save Our Chiefs” Movement
Optus in Australia
The Genesis of This Book
Notes
Section I: Overview
Chapter 1: The Game at Speed
Why Your Organization Needs a Digital Sense DNA Layer
The Game Has Forever Been Changed
Bits of Knowledge
Who Is This Book For?
Note
Chapter 2: Influencers, Zombies, and Everything Between
The Rise of Digital Transformation
Attention and Trust
Influencers, Amplifiers, Motivatables, and Zombies
Notes
Section II: Building a Customer-Centric Organization
Chapter 3: Introducing the Experience Marketing Framework
The Framework to Ask Powerful Questions
The Experience Marketing Framework
Customer Experience Is the Battleground in a Digital World
Takeaways from Introducing the EMF
Notes
Chapter 4: The Insights Layer
The Customer Is the Main Thing
Customers, Competitors, and Forces
The Customer
The Importance of Persona and Customer Journey Mapping
Audience Development Exercise
Look Honestly at Your Competitive Landscape
The Customer Is the Asset
“Use the Force, Luke!”
The 6 Ds (Phases) as Classified by Peter Diamandis
Notes
Chapter 5: Mind over Organizational Matter
Mind and Brain Mechanics 101
Substance Is all Around Us. We Just Need the Thought.
The Stick-Person Explained
Understanding the Mind Using the Stick-Person Graphic
The Six Intellectual Faculties
What to Do When the Zombies Attack
Break through Your Comfort Zone
Nothing Stays the Same!
Notes
Chapter 6: The Vision Layer
The Vision Layer + Social Business
The Vision Layer Exercises
Customer Journeys
The Journey Map Touch Point Exercise
Scope
Takeaways from the Vision Layer
Notes
Chapter 7: The Success Layer
What Is a Social Business?
Begin with the End in Mind
Loops, Love, and ROI
Optimizing the Operational Loop
Audit 1: ROT Content Audit
Audit 2: Brand Guidelines Audit
Audit 3: Heuristic Audit
Good Governance Guidelines
Takeaways from the Success Layer
Notes
Section III: Social Business Strategies and Tactics
Chapter 8: Social Business Strategy for Marketing
Appropriate Campaign Goals
Content Marketing and Paid Media Amplification
Search Engine Optimization (SEO)
Key Determinants Impacting Your Organic Search Ranking
Enterprise Paid Search
Predictive Advertising Management
GEO Targeting and IP-Based Advertising
Notes
Chapter 9: Social Business Strategy for Sales
What Is Social Selling?
Why Is Social Selling Important?
Goals for Social Selling
Who Should Own Social Selling?
The Social Selling System
Social Selling Implementation
Social Selling Challenges
Account-Based Marketing (ABM)
Notes
Chapter 10: Social Business Strategy for Influencers and Employee Advocates
Influencer Marketing Tech Is Fragmented
Key Trend 1: Decline of Advertising Due to the Massive Increase in Ad Blockers Globally
Key Trend 2: Rise of Influencer Programs Is Leading to Greater Need for Efficiencies and Proving ROI
Key Trend 3: CMOs Are Driving the Budget Increase in Marketing Technology Spend
Key Trend 4: Four Critical Factors Are Fueling the Chaos in Influencer Marketing
The Five Categories of Influencer Marketing Tech
Influencer Marketing Platform “5 Capabilities” Model
The Influencer Marketing Manifesto
Community: Size and Type of Audience
Content: Format and Type
Channel: Social Networks and Sites
Credibility: Topical Relevancy
Chemistry: Brand-Influencer Fit
Controversy: Lack of Resonance and Transparency
Employee Advocacy
Employees Are the Most Credible Voices in Your Organization
Employee Advocacy Drives Sales
Who Is Doing Employee Advocacy Right?
Notes
Chapter 11: Social Business Strategy for HR
Social Recruiting
Use Social Media to Evaluate Cultural Fit
The New Face of Social Recruitment
Play Sherlock
Themes for Your Advertising
Notes
Chapter 12: Social Business Strategy for Customer Service
We All Want the Same Simple Pleasures
Social Media Triage
Audit Your CX Center of Excellence
Where to Begin?
Notes
Section IV: Data and Automation
Chapter 13: Designing Your Ultimate Marketing Stack
How to Build a Solid MarTech Stack
Bottoms Up
CRM
Marketing Automation
Tag Management
Analytics and Tracking: You Need to Track Your Performance, Ads, Technology, and Everything Else
Invest in Keeping Your Stack Open
Monitoring the MarTech Stack
MarTech That Drives Business Growth
Agile Is Your Savior
Marketing Technology Frameworks and the EMF
Always-On Assessment, Evaluation, and Adoption
No Single Platform Winner aka “Marketing Operating System”
Build, Buy, or Rent?
Mobile Marketing Technology Stacks
Drive Internal Buy-In and Stakeholder Influence by Measured ROI
Notes
Section V: Future-Proofing
Chapter 14: Building a Personal Brand, BRO
Business Relationship Optimization
Ass Kiss it Forward
ProSumerTribuDucers
Note
Chapter 15: Avoiding Obsolescence and the Road Ahead
Dead Ideas
Experts Evolve into Sensemakers!
Lifelong Learning as a Habit
5G, IOT, AI, VR, and Drones, Oh My!
The Fourth Industrial Revolution
Virtual Reality Mini-VRcations
Virtual Reality Masterminds and Uploadable Consciousness
5G Allows Minimal Latency
The Dark Side of Drones
5G Possibilities
Notes
About the Authors
Index
End User License Agreement
List of Illustrations
Figure P.1
Figure P.2
Figure P.3
Figure P.4
Figure P.5
Figure P.6
Figure P.7
Figure P.8
Figure P.9
Figure P.10
Figure P.11
Figure P.12
Figure 1.1
Figure 2.1
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Figure 3.6
Figure 4.1
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Figure 4.10
Figure 4.11
Figure 4.12
Figure 4.13
Figure 4.14
Figure 4.15
Figure 4.16
Figure 5.1
Figure 5.2
Figure 5.3
Figure 5.4
Figure 5.5
Figure 5.6
Figure 5.7
Figure 5.8
Figure 5.9
Figure 5.10
Figure 6.1
Figure 6.2
Figure 6.3
Figure 6.4
Figure 7.1
Figure 7.2
Figure 7.3
Figure 7.4
Figure 7.5
Figure 7.6
Figure 7.7
Figure 7.8
Figure 7.9
Figure 7.10
Figure 8.1
Figure 8.2
Figure 8.3
Figure 8.4
Figure 11.1
Figure 11.2
Figure 11.3
Figure 11.4
Figure 11.5
Figure 11.6
Figure 11.7
Figure 11.8
Figure 12.1
Figure 13.1
Figure 13.2
Figure 13.3
Figure 13.4
Figure 13.5
Figure 13.6
Figure 13.7
Figure 13.8
Figure 13.9
Figure 13.10
Figure 15.1
Figure 15.2
Guide
Cover
Table of Contents
Begin Reading
Part 1
Chapter 1
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Digital Sense
The Common Sense Approach to Effectively Blending Social Business Strategy, Marketing Technology, and Customer Experience
Travis Wright | Chris J. Snook
Cover image: © Andy Roberts/Getty Images, Inc.
Cover design: Paul McCarthy
Copyright © 2017 by John Wiley and Sons, 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, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, 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, (201) 748-6011, fax (201) 748-6008, or online at www.wiley.com/go/permissions.
Limit of Liability/Disclaimer of Warranty: While the publisher and authors have used their best efforts in preparing this book, they make no representations or warranties with the 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 the author shall be liable for damages arising herefrom.
For general information about our other products and services, please contact our Customer Care Department within the United States at (800) 762-2974, outside the United States at (317) 572-3993 or fax (317) 572-4002.
Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit www.wiley.com.
Library of Congress Cataloging-in-Publication Data:
Names: Wright, Travis, author. | Snook, Chris J., author.
Title: Digital sense : the common sense approach to effectively blending social business strategy, marketing technology, and customer experience / Travis Wright, Chris J. Snook.
Description: Hoboken, New Jersey : John Wiley & Sons, Inc., [2017] | Includes bibliographical references and index.
Identifiers: LCCN 2016044307 (print) | LCCN 2016057120 (ebook) | ISBN 9781119291701 (cloth) | ISBN 9781119291749 (pdf) | ISBN 9781119291718 (epub)
Subjects: LCSH: Internet marketing. | Internet advertising. | Digital media.
Classification: LCC HF5415.1265 .W75 2017 (print) | LCC HF5415.1265 (ebook) | DDC 658.8/72—dc23
LC record available at https://lccn.loc.gov/2016044307
“To both of my true loves, Brianne and Beckett. You ground me and inspire me daily to be more than I was yesterday, and you patiently share me with the business world, which is my other true love. I dedicate this book, and all the blood and sweat that I put into it, to you.”
—Chris J. Snook
“To my two not-so-little ones, Jharek and Liliana. All that I do is because of both of you. Much love to you and your mom, Mari. Thanks for allowing me to be a business dude who travels around and works on all of these crazy projects. Hopefully I've taught you a strong work ethic, a true curious love of learning, and a kind, helpful approach to human interaction; and hopefully you always keep your playful nature. Keep smiling, laughing, and loving. I'll love you forever, throughout all space and time. May God and the Universe bless you, always.”
—Travis Wright
Acknowledgments
We owe so many wise and loving people thanks for the completion of this project and wish to acknowledge them below.
Thanks to Brian Solis for your friendship and your willingness to support our efforts with your amazing foreword.
Thanks to our awesome team at Wiley Business, which begins with our editors, Lia Ottaviano, Lauren Freestone, and Pete Gaughan, and the entire design and development team, who helped us come up with the awesome cover and clean layout.
Thanks to all of our peers, fellow thought leaders, and mentors (alive and dead) who have influenced us and the content of this book with your wisdom. You all inspire us to be lifelong learners and ever-more curious with each waking day. Love you all! Napoleon Hill, W. Clement Stone, Joseph Murphy, Charles Haanel, Maxwell Maltz, Elon Musk, Sinan Kanatsiz and the entire Internet Marketing Association family, Danny DeMichele, Charlene Li, Brian Solis, Gerd Leonhard, Peter Diamandis, Tony Robbins, John Lennon, George Carlin, Nikola Tesla, Eckhart Tolle, Steve Jobs, Woz, Elon Musk, Mark Zuckerberg, John Battelle, Michael Arrington, Bob Proctor, Adam Yauch, Peter Drucker, Steven Levy, Marc Andreessen, Jay Adelson, Randi Zuckerberg, Biz Stone, Jeff Clavier, Chris Pulley, Adrienne Goss, Dan Loiacano, Josh Eliseuson, Mia Dand, Kare Anderson, Bill Murray, Jonathan Shaun, Dirk Hacker, Joel Comm, Lori Ruff, Peter Kay, Wendy Sweetmore-Hinton, Bryan Kramer, Bernie Borges, Julio Viskovich, Roland Smart, Tristan Bishop, Zoya Fallah, Allen Kelly, Mike O'Neil, Mohit Maheshwari, Jason Ary, Dave Fluegge, Ramsey Mohsen, Zena Weist, Koka Sexton, Jon Ferrara, Jason Miller, Danny Sullivan, Michelle Robbins, Elisabeth Osmeloski, Chris Sherman, Vala Afshar, Matt Heinz, Didier Bonnet, Chris Elwell, Sean Moriarty, Matt McGee, Brett Tabke, Paul Graham, Kelsey Jones, Brent Csutoras, Kevin Rose, Anil Dash, Arnold Aranez, Kinmun “Mr. Brown” Lee, Hillel Fudd, Walter H. Jennings & Ren Zhengfei of Huawei, Jeremiah Owyang, Pamela Parker, AJ Wilcox, Jason Falls, Kevin Mullett, Kristi Hagen, Casey Markee, Stephen Mahaney, Alan Bleiweiss, Rand Fishkin, Tim Ash, Bryan Eisenberg, Jeffrey Eisenberg, Shelly Kramer, John Jantsch, Blake Miller, Brian Clark, Liz Strauss, Dan Zarrella, Michelle D'Attilio, Shawn Elledge, Stewart Rogers, Robert Scoble, Jennifer Wong, Jeffrey Hazlett, John Swartz, Andre Bourque, John Rampton, Dave McClure, Sarah Austin, Bill Hicks, Dennis Yu, Tiffany DiPanni, Mike ‘Bubbles’ Smith, Gary Langston, Carol Rydell, Toby Evans, Terence McKenna, Tim Ferriss, Maria Lucent, Alister Ku, Antonia Silas, Chris Kovac, Mother Earth, God, the Universe, Kyle Moody and Lisa Bowman of Bowman PR, Rick Astley, Mike Ramsey, Jean Grey, Alex Grey, Alex Scoble, Alex Petrides, Dr. Gary Jones, Joey Knight, Steve Moser, Dave Kinison, Keith Leff, Mitch Hedberg, Nicole Schreiber, Lazlo, Randy “Macho Man” Savage, Bruce Lee, Chuck Norris, Tim Curtis, Rhonda Shantz, Anabella Watson, Hugh MacLeod, Ian McCleary, Zeina Khodr, Melina Gouveia, Jeremy Knibbs, Yen Japney, Pam Kozelka, Leslie Carruthers, Drew Hendricks, Inspector Gadget, Doc Brown, Carrie Royce, Pam Hedger, Alan Mundey, Larry Binggeli, Mari Smith, Reid Hoffman, Joe Chernov, Sarah Lacey, Kara Swisher, Chris Heuer, Peter Kim, Seth Godin, Malcolm Gladwell, Scott Brinker, Anita Brearton & Sheryl Schultz of CabinetM, Lisa Qualls, Simon Kuo, Kristi Colvin, Allen Gannett, Brett Glass, Jill Rosen, Waldo, Dominique O'Hara, Karl Geisler, Mayur Gupta, Mike ‘Jortsy’ Gelphman, Gary Vaynerchuk, Eric Mitchell, Corey Ganzman, Tamar Weinberg, James Hanusa, Alison Raby, Allison Paige Presley, Soren Gordhamer, David Berkowitz, David Armano, Jasmin Brand, Avinash Kaushik, Chris Brogan, Jeff Scult, Akhil Anumolu, Imran Khan, Mary Meeker, Jason Calacanis, George Lucas, Danuska Bartak, Aaron Swartz, Alexis Ohanian, Sarah Evans, Chris Penn, Scott Stratten, Mark Abay, Mathew Sweezey, Shawn Goodin, Marty McDonald, Eric Granell, Phil Kloster, Clay Wendler, Clark Hunt, Andrew & Elizabeth Davis, Jill Rowley, Joe Cox, Jason Elm, Evel Knievel, Alex Ortiz, Joe Pulizzi, Jay Baer, Robert Rose, Ted Rubin, Ann Handley, David Meerman Scott, Marshall Kirkpatrick, Bruce Clay, Virginia Nussey, Akvile Harlow, Jeff Jarvis, Mitch Joel, Lee Odden, Steve Rubel, Pete Cashmore, Dharmesh Shah, Sujan Patel, Neil Patel, Ryan Lefebvre, Focus Seminars of KC, Fauna Solomon, Aseem Badshah, Steve Rayson, Tim O'Reilly, Jack Dorsey, Ewing Kauffman, Lance Sargent, Bryan Smith, Richard Sargent, Brian Ryerson, Todd Nutter, Jeffrey Pruitt, Tony Quiroz, Anna Hrach, Oliver Tani, Mike Barbeau, Jen Walsh, Dayton Moore, Jeff Gibbard, Keisha Malivert, Sean Rice, Alyssa Yatabe, Greg Poinar, Gavin Francis, Oprah Winfrey, Robert Wallace, Jeremy Hudgens, Jeanniey Mullen, Whitney Parker Mitchell, Chris Zakharoff, Robert Moseley IV, Dan Brady, Josh Goodwin, Josh Manion, Dan Dal Degan, Jessica Tyner, Chris Wojcik, Jeanne Bliss, Shawn Barrieau, Josh Denne, Jessica Alba, and all of our friends, coworkers, fans, and social media followers. Much love and respect to every one of you. Thank you for inspiring us!
Big thanks to Wright/Hayden/Beshore/Brower family peoples. Thanks for helping Travis to become the inquisitive solution finder he is today. His love of learning, experimenting, and laughing came directly from interactions with you, Cathy Wright, Elmer Wright, Ken Brower, Rebecca Brower, Barbara Wright, Gene Hayden, Jeff Hayden, Mark Hayden, Mabel Beshore, Michael Beshore, Rachel Gamble, Jamie Gamble, Hank and Olivia Lamlech, Sarah Brower, and William Wright.
As for those in the Snook/Sorg clan, thank you for allowing Chris to be the abnormally curious and brave risk taker that he is. It is because of your solid foundation and knowing that he will be loved through failure and success alike that he has been able to repeatedly bloom where planted. Chet Snook, Ginny Snook, Palook and Sarge Snook, Gus and Barb Leconte, Corrie Snook Albrecht, Bob Albrecht, Mike Sorg, Karen Sorg, Melisa Gleason, Joe Gleason. “Hard work defines us, character separates us, and love is our legacy!”
And a special thanks to Hai Chen, as Travis and Chris never would have met if it wasn't for you, buddy!
Foreword
You are not a digital marketer…at least not yet.
I want to use this foreword to officially warn you. You're in for a delightful experience. Normally books that teach you so much aren't supposed to be this fun to read. But that's Travis and Chris for you. They not only share their real-world experiences in shaping the future of digital, they do so in an engaging and entertaining way that keeps you laughing and learning.
Now, with that said, let's get to work.
We live in an era of digital Darwinism, a time when technology and society evolve. The question is, how are you—or how are you not—evolving to keep up with change? It's not an easy question to answer.
There's an illusion that makes us believe that just because we are investing in new technologies and strategies, that we are ahead of the curve…that we're leading the way to the future of digital transformation because we use the same networks or apps as customers. But that doesn't make you a digital marketer. A digital marketer is someone who understands that, to engage someone digitally, it must be done in a meaningful, personalized and contextually + culturally relevant manner. Digital marketers understand the dynamics of online sites, communities, and apps individually, not in the aggregate; and more so, they understand the human on the other side of the screen based on preferences, behaviors, values, intents, lifestyles, aspirations, and so on. As such, digital is a means to reach a different breed of customers, one who's connected, informed, empowered, demanding, elusive, a bit narcissistic, and definitely in control of their online experiences.
Digital marketers, in the very least, are digitally literate and also empathetic, appreciating the extent of how people have changed and continue to do so. Only then can they design strategies, messages, content, and such that break the old chains and confines of traditional marketing and abolish the dated checklist and metric system many so-called digital, social, and mobile marketers rely upon today.
There's a reason you are reading this. It might be the same reason I wrote this. We're ready to sharpen our digital sense so we learn and, more important, unlearn, to grow and lead. In its purest form, that's digital “sense.” It's our ability to perceive outside inputs and assess new horizons and states that are driving the digital economy better than we do now. But it's also more than that. All of this is designed to help you be more in tune than your peers in grasping the gravity of change and do the things that put you ahead of your competition. And more so, you're learning how to step outside of what you think your role is in marketing to actually lead your organization into a digital-first era. This is a story that's equally about changing the future of marketing as it is a story of personal transformation.
The other reason I believe you're reading this is because you possess something that others in your organization do not…the ability to see what others can't; and as such, you're then willing to do what others won't. We can't do any of this alone. And, this is why you are part of a special group of people who share your passion for knowledge, who look for support from one another to blaze new trails, and who reassure one another in times of need.
One of the greatest challenges we all face is the difficulty in getting others to recognize the importance of digital when they don't personally live a digital lifestyle. As such, it's impossible to feel the importance of digital in the future of brand and customer experience. Without empathy and belief, you will never have the support you need.
And, that's really the heart of the matter. Most executives don't live the brand the way customers do, yet they're responsible for driving business objectives and managing resources to achieve them. If you're waiting for someone to tell you what to do next, you're on the wrong side of innovation. That's why we are here together right now. We're not waiting…we're leading the way.
Read the book. Make a plan. Let's go…
Observe:
See the world differently without your personal filters. See people for their differences and let it all inspire you.
Visualize:
Define where it is you need to go versus where you are and what success looks like both now and over time.
Act:
Start learning and unlearning the things necessary to achieve your milestones and also help bring others on the path to transformation.
Earn:
You are more than a marketer, you are a change maker; and as such, you will write the future of marketing as you evolve and earn the support and accolades you deserve.
Your partner in change,Brian Solis, provocateur, futurist, believer in new [email protected]
PrefaceA Tale of Two “Tweeties”
On September 9, 2012, the Kansas City Chiefs lost to the Atlanta Falcons by a score of 40 to 24. The next evening, Travis was chatting with his buddy since fifth grade, Bryan, and they were complaining about how the Chiefs were approximately $30 million under the salary cap for the fifth year in a row.
Travis said, “You mean to tell me the Kansas City Chiefs have been approximately $100–$130 million dollars under the salary cap in the last five years? OMG, I'm sooo tweeting that.”
So he sent this one tweet: “I'm not much of a @KCChiefs fan anymore. Clark Hunt's yearly [$]30m under the [salary] cap is bullshit. Greedy bastard owners can F.O. cc @nfl”1
Figure P.1 “The Tweet Heard ’Round the World”
This was not a friendly tweet, Travis understands that. He was angry, as a fan, and decided to tweet about it. It was one glorious tweet from one gloriously disgruntled fan. It was only one rude tweet, not a barrage of tweets.
As you'll soon find out from this book, both Travis and Chris tackle the consequential and inconsequential, in life and in business, with strong opinions and tremendous fervor, with a balance of hilarity and humility, that comes from an insatiable thirst for continued learning and teaching.
After Travis complained about the salary cap on Twitter, he was over it. He sent that one tweet and went on his merry way. It wasn't until the next day at lunch that he looked through his Twitter direct messages. It was only then that he noticed the tweet from the Chiefs. He nearly choked on his delicious Chipotle burrito! Travis thought about it for a few minutes, and then took a screencap of the direct message, as shown in Figure P.2. It said, “Would help if you had your facts straight. Your choice to be a fan. cc get a clue.”
Figure P.2 The Tweet Response with No Digital Sense
The Chiefs had sent this tweet just three minutes after Travis sent his rude, disgruntled tweet. Somebody from the Chiefs' social media team immediately tweeted to Travis, while in an emotional state, from the Chiefs' official Twitter handle, @kcchiefs. Note: the Chiefs switched their official Twitter handle to @chiefs in 2016.
The Chiefs' social media manager didn't seem to have much “digital sense.” That person clearly gave zero f's at that time. It was not a good common sense approach to attack Travis. In fact, Travis wasn't even that angry. He was just sending out a bit of a rant regarding his displeasure with how the Chiefs were being cheap and spending significantly less than the salary cap.
Jay Baer recently published a great book on this subject called Hug Your Haters.2 The Chiefs' social media team should have tried to defuse the situation, not fuel the flame. The first indicator that it would be wise to hug their hater was that at the time, Travis's account had more Twitter followers than the Chiefs'.
Digital Bit: This is one reason why organizations should have a social media governance policy in place for how to respond (or prioritize) tweets such as his.
(Look for more Digital Bits, free templates, and resource downloads throughout the book.)
After seeing the emotionally charged response to his tweet, Travis did what any social media savvy person would do, who has just had a crummy customer experience; he took the screencap of the Chief's' message and tweeted it out to his followers.
This is where the social s#%t-storm started.
Digital Bit: If you send a private message via Twitter or Snapchat, it's not necessarily private. Anyone can screenshot anything.
Travis replied to the private, direct message by sending out this tweet: “It's good to know the @kcchiefs social media is ran [sic] by immature teenagers. Fact. Hunt hoards salary cap $$$. #KC” (Figure P.3).
Figure P.3
Whoever responded to Travis's tweet from the Chiefs' Twitter handle lacked both common sense and digital sense. He made a hasty assumption that it was appropriate to defend the Chiefs in private via direct message, indicating the absence of a social media governance policy. He lacked or ignored any protocol that would enable him to respond in real-time, proactively, to Travis' public complaint in a way that allowed for a productive dialogue. He also failed to acknowledge that in a world of noise, Travis's initial tweet was far less damaging to the Chiefs' image than was the tweet storm that followed.
Look at the data: the first tweet had 15 retweets; the follow-up had more than 3,200!
The Chiefs' staffer didn't have, or ignored, any protocol that would enable responding in real time to this public fan rant in a way that could allow for a proactive dialogue. They also forgot that in a world of noise, his initial tweet was far less damaging than the tweet storm that followed. They had no social media governance policy in place to make a decision as to whether to respond at all, and it had big consequences.
What did the social media manager have to gain by being rude back to a rude fan? Nothing except the brief satisfaction of telling someone off. You can do that, all day long, on a personal account. However, if you do that on a corporate branded account, get ready for some backlash.
Keep in mind, in the beginning, Travis was just complaining. People bitch about their sports teams ALL. THE. TIME. This was nothing out of the ordinary. Immediately after Travis publicly replied to the Chiefs' tweet, all hell broke loose. He received a bunch of responses (Figure P.4).
“TW, did the Chiefs actually send you that?” —name removed
“Are you serious, bro? The Chiefs said that?” —name removed
Figure P.4 This Is One of the First Recorded Selfies by Travis Wright in 2012
Tweets started flying back and forth asking him questions about the situation. Many of them had the @KCChiefs twitter handle included. Even some local Kansas City sportscasters started asking him, “Hey @teedubya, is this real? Did the Chiefs really tweet that to you?” The response: yes. And then the Chiefs blocked @teedubya on Twitter.
When they blocked Travis, he could no longer see their public tweets, and any private tweets they had between them disappeared. Now that made him angry.
DIGITAL BIT: You don't want to add fuel to the fire on social media without a clear understanding of the unintended consequences that may ensue. Try to de-escalate or do nothing at all.
After being blocked from his beloved team on Twitter, Travis decided to teach them a lesson for their lack of digital sense. The first thing that Travis did was go to Reddit.com, and to the NFL subreddit, Reddit.com/r/nfl, and he posted his rant.
@KCChiefs Twitter Account, tells fan (Me) to Get a Clue and stop being a fan. Submitted September 11, 2012 * by teedubya
“The KC Chiefs just blocked me on Twitter @teedubya. Last night, I tweeted that for the 4th year in a row, the Chiefs are at the bottom of salary cap spending and that the owner, Clark Hunt, is hoarding cap dollars. The Chiefs commitment to mediocrity has made me not care much about being a fan…
My first tweet to them (see
Figure P.2
).
They responded with this DM (see
Figure P.3
).
I responded that it is good to know that the KC Chiefs have an immature teenager running their social media.
Then they blocked my account.
I, as a fan for my whole life of nearly 40 years, who has never seen the Chiefs in a Superbowl; nor have I seen a playoff win in nearly 20 years; nor have I seen a QB drafted [EDIT: in the first round] in the last 27 years. Chiefs fans have a right to be pissed.
The Kansas City Chiefs have no right to be pissy toward the fans. We are the ones paying for their salaries. Shame on you, Chiefs. Oh, and congrats on 50 years of being in KC. 10 years of greatness, followed by 40 years of pathetic profiteering. Clark Hunt sits in Dallas siphoning Kansas City dollars.”
Keep in mind the customer's (fan) perspective as context for this situation. The Chiefs had not drafted a quarterback since 1983, and it was 2012! The Chiefs hadn't won a playoff game since 1993. They were in the middle of a nearly 20-year playoff-win-drought. The Chiefs lost seven playoff games in a row, and they were spending millions below the salary cap.
Early in the 2012 season, when Travis sent the tweet, the announced amount under the cap was $26.6 million; it was later adjusted to $16.1 million. In 2011, when there was no salary cap or salary floor, the Chiefs spent the least in player salaries. Beginning in 2013, teams had to spend at least 89 percent of the cap or be subject to penalties.3,4
The NFL football is serious business to paying fans in America. And being under the salary cap for multiple years in a row had angered many Kansas City Chiefs fans.
The rant made the front page of Reddit. Some readers were mad at the Chiefs. Some were mad at Travis, calling him many different colorful terms. The story began to go viral because of this activity.
Once it made the front page of Reddit, the social media shit-storm gained strength and started being referenced on big news sites and the local media.
One local disc jockey in Kansas City named Lazlo started going off about the situation on his broadcast that day.
Lazlo has a show called The Church of Lazlo in the afternoon in the Kansas City market. He was yelling about how people behind their computer screens are keyboard warriors. How weak and ridiculous they are! Lazlo (on air) said, (paraphrasing)
“The Internet trolls would never talk like that in public, like they do on the Internet! That ASSCLOWN on Reddit, who was talking about the Kansas City Chiefs rude tweet today, Oh! they told him to get a clue? Boo hoo! Big freaking deal!”
One of TW's buddies called him up and said, “Hey Travis, Lazlo's talking about you and your Reddit post and the Chiefs deal. You should call into the station and chat with him.”
So, Travis did. He couldn't get through the phone line, so he sent a text to the Church of Lazlo show saying, “Hey this is Travis Wright @teedubya, the guy who got the tweet from the Chiefs, and if you want to have a conversation, let's do it.”
Lazlo called Travis, and immediately they were on air. In the digital world of media today, it is all about attention and trust, and Lazlo couldn't pass up the chance to hype the story for his show's gain. Lazlo was chomping at the bit to destroy an Internet troll, live and on air. At first, he was echoing some comments from some Redditors, trying to make Travis look like a whiny idiot. It was clear that he had an angsty attitude about keyboard warriors and disdain for Internet trolls, who are always louder and braver behind a keyboard. Little did Lazlo know that Travis is that loud in real life, too.
On air, Travis stated many of the reasons why KC Chiefs fans should be fed up with the Kansas City Chiefs at that point. He mentioned a litany of strategic, management, and cultural errors that the organization had made, and while they were having this conversation, he actually started converting Lazlo to his line of thinking.
Lazlo recanted, acknowledging how Travis was right, how it had been since 1983 that the Chiefs have drafted a first-round quarterback! The Chiefs hadn't won a playoff game since Joe Montana was the Chiefs QB. Maybe the Chiefs were bad because they weren't spending enough on salaries? Why do the Chiefs not let the former players and alumni come to Arrowhead? Why are they hoarding salary cap dollars?”
Nobody changes Lazlo's opinion, yet on that day, Travis did with his own well-informed and impassioned one.
After Reddit and Lazlo, Travis was contacted by local TV stations to do interviews about the scenario. It made Yahoo!'s front page. USA Today talked about it. Mashable wrote about it. There was even a segment on it on ESPN.com.5
When you have digital sense, you realize that page views are an economic driver that has forever bastardized traditional and nontraditional journalism and media, in potentially irreparable ways. The 2016 election debacle in the United States proved this more than any other single event in recent history.
Travis never expected the Chiefs to respond to him and tell him to get a clue. If you look at the comments of any YouTube video on the Web, you see people saying way more rude, and sometimes disrespectful or disgusting, things about artists or brands than TW was saying to the Chiefs. And most of these comments are never replied to by the brand.
As a fan, Travis had been to more than 100 games at Arrowhead Stadium. He was a loyal paying customer (100 games ain't cheap). A passionate advocate for Kansas City sports teams, he had been to every crushing home playoff loss the Chiefs had had since 1986. Them telling him that “it's his choice to be a fan and get a clue” just wasn't good digital sense. Of course it was his choice. It was also his choice and his right to vent his displeasure, as any customer can, when the product they support fails to deliver.
Shortly after the 2012 NFL season, Travis spoke at the SMX Social Media Conference in Las Vegas. After he shared the story about the Chiefs, a half dozen other social media directors and managers of other sports teams approached him. They all stated that the day after the Chiefs told him to get a clue, every one of those six sports teams had a meeting. The all told their social media managers to not be rude to their fans and they began to institute formal governance around their branded accounts on social media channels.
Digital Bit: Don't feed the trolls. (Also don't feed the Zombies, which you will read about in Chapter 2.)
The “Save Our Chiefs” Movement
The situation with the Chiefs continued to gain momentum. The wave of public disgruntlement grew toward the Chiefs almost daily, and the compounding losses in future weeks did nothing to quell the rage. A couple of more losses into the season and people from all over began to reach out to TW about doing something bigger.
ChiefsPlanet.com had been around since 2000, before Internet 2.0, and was one of the few remaining independent message boards about the Chiefs. It was founded in August 2000 after a group of core users were fed up with the Kansas City Star message board moderators. After a negative experience with moderators at the KC Star happened in 2000, they started their own private community to commiserate with fellow Chiefs fans. Travis has been a card carrying member since 2003.
Message forums are a form of social media organized around communities of common interests. As a participant, you can really get to know people, over time, through the medium. There had been several ChiefsPlanet in-person bashes and tailgating events at Arrowhead with members of this forum over many seasons. It remains a great community, that commiserates over the 16 years of Chiefs futility. ChiefsPlanet is still going strong today.
A couple of weeks after the initial tweet shit-storm, Travis was perusing ChiefsPlanet and one of its users, Eric Granell, created a thread that said “Hey we're thinking about flying banners over Arrowhead Stadium before each Chiefs game. What do you think of this idea?” In another thread, Marty McDonald was setting up a Facebook page and a Twitter page for something he coined Save Our Chiefs.6 As they were all talking virtually on the thread, it was decided to merge efforts. Save Our Chiefs was born after the fourth game of the 2012 season.
With Travis being the disgruntled Twitter “cc get a clue” guy, he wasn't about to be on the forefront of this movement. However, he was able to give key strategic advice and help grow their social media channels rapidly. A fundraiser was created on ChiefsPlanet for airplane banners to fly over Arrowhead. When it was all said and done, they had crowdfunded almost $6,500 to have airplanes fly a banner over the home stadium and parking lot before each game. Once the banner was funded, Travis reached out to his local media contacts, who had interviewed him for the Chiefs Twitter story. He relayed the news back to the members at ChiefsPlanet.
Okay, I talked with Fox 4 and told them “ChiefsPlanet is a 12-year-old forum (at the time) for Chiefs fans from all over the world…and the banner idea got funded and organized here. Other groups of Chiefs fans are voicing their displeasure with sites popping up like SaveOurChiefs.com and many other Facebook groups. People are becoming very, very vocal in this social age, and expressing their choice to be a fan or not. LOL. They said they are doing a video news story on it, probably the 10 PM tonight or tomorrow night…and most likely an accompanying story on their website, that will have the video on it.”
WE DESERVE BETTER! FIRE PIOLI! BENCH CASSEL! the first banner said.
The local KC news outlets feasted on that development. Within two weeks, @SaveOurChiefs had almost 80,000 followers on their Twitter account. For perspective, that was more than the seating capacity (76,416) of Arrowhead Stadium where the Chiefs play. The perception of having nearly 100,000 followers on Twitter freaked out the Kansas City media. It was 2012. New stations were still struggling to figure out how to leverage Twitter. They ate it up. They were like, “Oh My God! The Save Our Chiefs movement (Figure P.5) already has 100,000 followers and over 20,000 Facebook fans!
Figure P.5 The Save Our Chiefs Facebook Page
The media freak-out enabled greater visibility. Eric and Marty were being interviewed on sports radio stations all over the nation, talking about what's going on with Save Our Chiefs.
Travis penned a letter and sent it to the CEO of the Chiefs, Clark Hunt, and the general manager, Scott Pioli, stating what the plan was and that the intended outcome was to see Pioli get his walking papers. Using e-mail technology called Yesware, he was able to track all opens for that e-mail. His e-mail never got a response from the Chiefs; however, it was opened up 49 times on 27 devices in 13 different cities. The movement definitely had the Chiefs' attention.
The group even worked out a deal with a local sporting goods company, Sports Nutz, and created custom black hoodies that said, “Save Our Chiefs Blackout-Arrowhead November 18th, 2012. (Figure P.6)”
Figure P.6 Arrowhead Stadium, November 18, 2012, During the #blackout
On November 18, 2012, roughly 50 percent of the fans were wearing black on that game vs. the Bengals. Save Our Chiefs literally blacked out the Guinness Book of World Records for “Loudest Stadium in the World.”7
The group had other, more positive community events planned as well, like a food drive. They were partnering with a local food bank on a canned-food donation campaign called “Can Pioli.” Phil Kloster, CEO of Edgewood Construction in KC with the username “Phobia” on the ChiefsPlanet forum, came up with that one.
However, in a parallel narrative, that was the week that a linebacker of the Chiefs, Jovan Belcher, committed a double homicide-suicide. Which was absolutely tragic and brought everyone back to reality about what really mattered in life. Out of respect for all parties involved, the entire group ceased all of the Save Our Chiefs activities until the last two weeks of the season.
The overall statistics from the movement were impressive: 41,545 mentions of Save Our Chiefs, with 359 news articles written about it, 160 blog posts about the movement, and 113 mentions (Figure P.7) on various message forums.
Figure P.7 The Social Media Mentions of #saveourchiefs after the @teedubya@kcchiefs Firestorm
At the end of the 2012 season, the Chiefs ended up with two wins and 14 losses. On the Monday following the last game of the season, Clark Hunt, the owner of the Kansas City Chiefs, went after the best candidate possible and hired Andy Reid as coach. He also hired John Dorsey from the Green Bay Packers front office as his new general manager. Former GM Scott Pioli and the Chiefs' head coach, Romeo Crennel, and the coaching staff were fired and a new regime began. The Chiefs were saved! For fans, it was long overdue justice. Travis immediately sent Clark Hunt, the CEO of the Chiefs, a note of thanks.
Mr. Hunt,
