The Passion Conversation E-Book

Robbin Phillips

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

Seitenzahl: 238

Veröffentlichungsjahr: 2013

Beschreibung

No passion, no conversation. No conversation, no word of mouth. No word of mouth, no successful business. If you think you are in the marketing business, think again. You're in the people business, and The Passion Conversation teaches you how to get people to fall passionately and madly in love with your organization or cause. The author's mash-up of the latest in wonky academic research with practical, real-world stories shows how any business can spark and sustain word of mouth marketing. Readers learn how loving your customers results in not just building a thriving community, but also driving meaningful conversations, ultimately impacting the financial success of a business. The Passion Conversation will change your perspective on marketing by: * Explaining the three motivations for people to talk about businesses and causes * Detailing how every marketing problem is a people problem in disguise * Giving heartfelt evidence that marketing materials are now conversation tools * Showing how customer communities sustain word of mouth while also sparking financial impact * Helping your business apply these marketing lessons through a series of workbook exercises called "Passion Explorations" The time is now for marketers and businesses to go beyond the product conversation to understanding, sparking and sustaining the passion conversation for why your business is in business.

Leseprobe

Contents

Preface

Introduction

Chapter One: Understanding Word of Mouth Marketing

Every Marketing Problem Is a People Problem

Ditch Your Title

Forget Marketing Problems

Every Marketing Solution Must Focus on People

If You don’t Love People, Get out of Marketing—Period

Let’s Revisit the Future of Word of Mouth Marketing

It’s About The Passion Conversation

Marketers Do Not Decide What Gets Talked About—People Do

Conversation Leads to Consideration

People Believe People They Know and Trust

Sometimes You Want to Be Invisible and Indescribable

Provide More; Promote Less

Meet Ursa Major

Kitchen Table Passion

Chapter Two: Sparking Word of Mouth Marketing

Let’s Un-Geek A Little Smart Research Together

The Word of Mouth Opportunity

What Motivations Spark Conversations?

There are Three Motivations That Spark Conversations About Brands and Organizations.

Share Information | Factual & Functional

Here’s How Passion Fits In

Signal Uniqueness | Distinctive & Interesting

Here’s How Passion Fits In

Show Emotions | Love & Hate and Shock & Awe

“Like” Is Not a Brains on Fire Word

Here’s How Passion Fits In

Keep Emotion Top of Mind

Create Meaningful Conversation Tools

Stories are Easier to Remember and Share

Another Way to Create Emotion and Spark Word of Mouth? Disrupt Someone’s Schema

Passion Tips Conversation to Advocacy

Now, Here’s Where all This Academic Learning Gets Really Interesting

Offline Motivation

Online Motivation

This Leads Us to Ask the Question: Can the Conversation Channel Itself—Whether Online or Offline—Shape What People Talk About?

Another Important Point About Online Conversations: They are Intermittent and Sporadic

Offline Conversations, However, are Flowing and Continuous

When Does Conversation Become Advocacy?

People Talk About Things They are Passionate About

How to Make the Most of the Love Stories You are About to Hear

Be Open to Finding Your Cause

Chapter Three: Heroes: A Love Story

Addiction Is an Equal-Opportunity Employer

Today’s World Is a Connected World

The Heroes in Recovery Community Begins Internally

The Journey Box

Lead the Way

Anonymity Is Not Secrecy

There’s Power in Just Being there

Connections are a Powerful Force

How Do You Measure Success?

Uncovering the Passions Within Your Team

Ask the Following Questions to Help Spark a Meaningful Discussion

Dear ________, You are My Hero

Ask the Following Questions to Help Spark a Meaningful Discussion

What’s our Cause?

Ask the Following Questions to Help Spark a Meaningful Discussion

Chapter Four: The Fitness Rebellion: A Love Story

It was Time to Change the Fitness Conversation

It’s About People, Stupid

Togetherness Is the Key

Meet Anya’s Little Whiteboard

Working with People Is Messy

Mirror, Mirror on the Wall

Ask the Following Questions to Help Spark a Meaningful Discussion

Now, Show Your Organization’s Logo and Have the Same Discussion

Winsday Celebration

Ask the Following Questions to Help Spark a Meaningful Discussion

Now Create Your Own Winsday

Function Junction

While They are Out Playing

When You Return and Gather

Chapter Five: The Driven Class: A Love Story

Role Models and Encouragement are Power

Sometimes a Community Names Itself

We were Searching for Leaders Whose Plates are Really Full

It’s the Right Thing to Do

How Do We Carry the Torch Forward?

A Community has to Be Ready to Connect and Evolve

Speaking of Connections . . .

Sparking Word of Mouth in the Classroom

A Community Is About People

How Can You Really Measure the Roi of Dave? or Tamiera? or Anyone?

Would You Be Missed?

Gather a Small Group for 30 Minutes, and Answer the Following Questions

Breaking Schemas

Find it and Bust it Open

Find the Founders’ Story

These Questions Might Help the Team Get Started

Chapter Six: Wonderopolis: A Love Story

The Power of Show-and-Tell

It’s Not Just About Kids

Creating a Three-Legged Stool

Going Beyond a Name

On October 4, 2010, Wonderopolis was Born

Ready to Wonder

Jumpstarting Early Interest

Trusting the Journey

Comments are a Gift

Growing the Community

Evolving and Growing in Year Two

People are the Messengers

Responding Is Part of the Magic

Most Marketers are Still Looking for Volume

Valuing Relationships Leads to Numbers and More

Appreciating the Intangibles

Why Finding the Passion Conversation Inside Your Organization Matters

Just One Thing

Use the Following Questions to Spark a Group Discussion

The Passion Wall

Use the Following Questions to Spark a Group Discussion

Love Bomb Your Customers

Ask the Following Questions to Help Spark a Meaningful Discussion

Chapter Seven: Sustaining Word of Mouth Marketing

What Gets Measured Gets Manufactured

Another Thing Marketers Get Wrong

Open Hearts can Happen to You

And Guess What—You can Do It, Too

Can Every Organization Find the Passion Conversation?

Here’s Something You Must Be Willing to Hear

Want to Know a Secret to Long-Term Success?

What Do You Do When You’re “On to Something Powerful”?

Here’s One Last Moment of Truth Telling

Bibliography

Acknowledgments

About the Authors

Index

PRAISE FOR THE PASSION CONVERSATION

“It’s a fast read, a fun read, a smart read. Short sentences, huge heart. Read it. Why? To absorb an important truth from the masters of word of mouth movements: Conversations spring from passions, not products.”

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

“Have you ever gotten teary-eyed over a business book? Better yet, over your own business? Prepare yourself for The Passion Conversation, where the folks at Brains on Fire tell how their business connected them with people in very moving and powerful ways, redefining words like marketing, sales, and success. Read this book to move your perspective from business to people, and experience the incredible effect it will have on your life and work.”

—Jon Mueller, General Manager of 800-CEO-READ

“Love is the missing ingredient in developing loyalty with customers. In The Passion Conversation, the smart folks at Brains on Fire expertly explain how to develop deeper connections with customers who in turn sing your praises to everyone they know.”

—Jackie Huba, author of Monster Loyalty: How Lady Gaga Turns Followers into Fanatics

“I’ve had my eye on Brains on Fire for a while. Their humanity makes them quite distinctive, and The Passion Conversation captures that unique voice.”

—Peter Sims, author of Little Bets, and founder of The BLK SHP Enterprises

Join the conversation at brainsonfire.com/blog.

Cover image: Nathan Spainhour

Cover design: Eric B. Whitlock and Rachel G. Bass

Copyright © 2013 by Brains on Fire, Inc. All rights reserved.

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

Published simultaneously in Canada.

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Library of Congress Cataloging-in-Publication Data:

Phillips, Robbin.

The passion conversation : understanding, sparking, and sustaining word of mouth marketing / Robbin Phillips, Greg Cordell, Geno Church and John Moore.

pages cm

Includes index.

ISBN 978-1-118-53333-8 (cloth); ISBN 978-1-118-76794-8 (ebk);

ISBN 978-1-118-76830-3 (ebk)

1. Word-of-mouth advertising. 2. Business referrals. 3. Marketing. I. Title.

HF5827.95.P45 2013

658.8′72—dc23

20130194

This book is dedicated to the heroes, the driven, the wonderers, the rebels, to those who answer a calling—to those who wear their hearts on their sleeves and 146 on their hearts. You remind us that becoming more human is the journey to greatness for any brand. Because ultimately, the best brands, the brands we love most, are the ones that never let us forget how it feels to be good people.

Preface

We won’t lie. This was a hard book to write.

You see, at Brains on Fire, we believe that we owe it to our courageous customers to spend most of our time and efforts finding and sharing their passion conversation and growing their tribes. As people who practice word of mouth marketing, just finding time to write this book was a really, really big deal.