Index
Activities, meeting people through, 8, 11
Ad campaigns, 8
and Heroes in Recovery program, 76–87
reaching people struggling with, 74–76
Adding value, 48
Admiration, showing, 191
Advertising, 164
definition, 43
and disruptive schemas, 61
how conversations become, 64–65
tipping conversations to, 61–62
Alcoholics Anonymous, 80
Altruism, reciprocal, 168
Amazing Race (television program), 162
Amazon, 180
Ambassadors (The DriVen Class):
Amusement, 54
Anxiety, 54
Anytime Fitness, 2, 22, 100–105, 183. See also Fitness Rebellion
fitness conversation at, 102–105
and the fitness industry, 100–101
vision of, 101
Apple, 115
Austin Business Journal, 182
Berger, Jonah, 57
The Big Book (Alcoholics' Anonymous), 80
Blogs, 64
Bon Secours St. Francis Health System, 9
Boston Consulting Group, 21, 88, 114, 140
Brains on Fire (company), 40, 67, 192
and Anytime Fitness, 101–102, 108
being customers' friends at, 32
Community Shepherds at, 189
and DeVry University, 131
Fire Sessions at, 12
and Foundations Recovery Network, 74, 76
“like” at, 54
mission of, ix
and National Center for Family Literacy, 151, 156
truth telling at, 113
Brains on Fire (Phillips, Cordell, Church, and Moore), ix–x, 1, 22
Brand drivers, 140
Broadcasting, online conversations and, 62
Business-to-business conversation, 164
“Called to Serve with _____” (prompt), 9–10
The Canyon, 72
Cash, Johnny, 192
Catholic Health System, 9
Chanel, 32
Check-the-box marketing strategy, 42, 141, 179
Cheerios, 57
Chief Inspiration Officers, 26
Chief Love Officers, 3, 23, 27
Chrysler, 24
Church, Geno, 34–35, 40, 50–51, 73, 108, 193
Closeness, creating, 13
Coke, 57
Community:
connections and evolution in, 134–135
development of, 188
igniting movements in, 79
impact of addiction on, 76
process of igniting, 108
role of, in learning, 152
Community leaders:
compensation of, 132
selecting, 108
Community of encouragement, 128–129
Community support systems, 152
Compensation, for community leaders, 132
Connections:
in Heroes in Recovery program, 84–85
Consideration, conversations leading to, 27–28
Consumers, social, 141
Consumer-to-business conversations, 164
Consumer-to-consumer conversations, 164
Content driven websites, 75
Contentment, 54
Conversation(s), 89, 191. See also specific types
and how it becomes advocacy, 64–65
offline, 169
sparking, with visual cues, 57
tipping, to advocacy with passion, 61–62
Conversation tools, 13, 57, 80
Cordell, Greg, ix–x, 1, 22, 48, 65, 127, 131
The Cosby Show (television program), 126
COSE Mindspring, 166
Costa del Mar sunglasses, 190
Crispin Porter + Bogusky, 33
Culture, organizational, 88, 183–184
Customer(s):
being realistic about your, 5–6
creating a dialogue with, 164–165
emotional investment in, 186–187
falling in love with, 154
influence of advertisers vs. word of mouth on, 26–27
lifetime, 65
relationships with employees and, 4–5, 188–192
treatment of existing, 180–182
“Customer dance,” 181
Dagys, Laura, 133
Daily Huddles, 10
“Delivering Happiness,” 185–186
Delivering Happiness (Hsieh), 185–186
Detractors (customer category), 66
DeVry University, 2, 22, 125–129, 183. See also The DriVen Class
community of encouragement at, 128–129
word of mouth movement, 126–127
Dialogues, relationships with customers and, 168
Diet Coke, 60
Disruptive experiences, 59
Diversity, 192
Doyle, Emily, 34
The DriVen Class, 127, 129–141, 182, 183, 189–190, 192, 194
Ed Keller on, 141
measuring return on investment in, 139
rewards of leadership for, 131–132
selecting ambassadors for, 129–131
training ambassadors for, 132–134
word of mouth in, 137
Drug addiction, stigma of, 72–74. See also Addiction
DuPont, 24
Early engagers, focusing on, 189–190
The Economist, 25
Edgley-Turpin, Anya, 111
Edison, Thomas, 167
“Educational” websites, 155
Eduspeak, 156
Ehrenberg Bass Institute for Marketing Science, 32
Emotion(s), 101
and face-to-face conversations, 62–63
high-arousal, 54
low-arousal, 54
showing, 54
Emotional arousal, 54
Emotional conversations, 52–61, 74
face-to-face vs. online, 62–63
and Fitness Rebellion, 112–113
“like” in, 54
meaningful tools for, 57
and showing emotions, 54
Emotional investment:
return on, 183
Empathy, 112
Employees:
customers' relationships with, 4–5, 188–192
special recognition of, 182
Enchantment (Kawasaki), 65
Engagement:
student, 159
Exciting, keeping it, 190
Experian Digital Marketer, 28
Expertise, social, 50
Exxon, 24
Facebook, 31, 32, 42, 64, 86, 141, 160, 179–180
“Facebook Fans” (study), 32
The Face-to-Face Book (Keller), 89, 115, 141
Face-to-face conversations, 89
flowing and continuous nature of, 64
Face-to-face meetings, 190
Finding your cause, 68
Fire Sessions, 12
Firms of Endearment (Sisodia, Wolfe, and Sheth), 102
Fitness conversation, 102–105, 107
Fitness Rebellion, 105–114, 182
and emotional conversations, 112–113
and functional conversations, 110–111
Ed Keller on, 115
and measuring success, 113
selecting community leaders for, 107
and sharing little wins, 111–112
Fitness Rebellion Manifesto, 105–106
Fitness Rebel logo (Anytime Fitness), 51
Focus groups, 24
Ford, Betty, 73
Foresight, hindsight vs., 41
Foundational truth, 60
Foundations Recovery Network (FRN), 2, 22, 72–76, 183, 190, 194. See also Heroes in Recovery program
breaking stigma of addiction at, 72–74
reaching people struggling with addiction at, 74–76
Foursquare, 141
Fritchle, Chase, 131
FRN, see Foundations Recovery Network
Functional complexity, 47
Functional conversations, 46–48
face-to-face vs. online, 62–63
and Fitness Rebellion, 110
Functional newness, 47
The Game (Strauss), 8
Getting people to talk about themselves, 13–14
Goodwin-Washington, Margie, 126
Harris Interactive, 28
Harrison, Cathy, 108
Harvard Business Review, 24
Heath, Chip, 58
Heath, Dan, 58
Heroes in Recovery 6K races, 81–83
Heroes in Recovery program, 72, 76–87, 182, 188, 190, 193–194
advocate selection in, 79
and anonymity vs. secrecy, 79–80
Ed Keller on, 89
raising awareness about, 81–83
HGTV, 126
High-arousal emotions, 54
Hindsight, foresight vs., 41
Hiring for passion, 189
Homer, 34
“How Word-of-Mouth Advertising Works” (Dichter), 24
Identity marks, 76
Illiteracy, 155
Incubation, of communities, 194
Individuality, 50
Information:
providing customers with, 31–33
Insight, 41
Inspirational leadership, 189
Inspiring people to talk about your product, 39
Instagram, 63
Intangible benefits, at Wonderopolis, 166
Interest, jumpstarting, 158–159
Intimacy, creating, 13
Isolation, 104
Ivory Soap, 25
Jack Daniels, 32
Jesus Christ, 10
Johns Hopkins University, 151, 156
Justice for Children International, 55
Kawasaki, Guy, 65
Keeping it exciting, 190
Kelleher, Herb, 182
on The DriVen Class, 141
The Face-to-Face Book, 89, 115, 141
on Fitness Rebellion, 115
on Heroes in Recovery program, 89
on Wonderopolis, 169
Keller Fay Group, 27–29, 89, 115, 141
Keller School of Management, 126–141
Kickstarters, 107
Kimberly-Clark, 33
Kindness, showing, 191
Kitchen table passion, 35
Kleinschmidt, Brian, 110
Know-how, knowledge vs., 41
Knowledge, know-how vs., 41
on Heroes in Recovery program, 88–89
Kohn, Shannon, 160
Labels, 73
Lafley, A.G., 88
La Paloma, 72
Las Vegas, Nevada, 60
Leadership, 88
inspirational, 189
and movements/social change, 79
Learning in the everyday, 155
“Less is more” philosophy, 13
Lifetime customers, 65
“Like,” in emotional conversations, 54
Literacy, 155
The little things, noticing, 112
Live and learn, 191
Louis Vuitton, 32
Love, 183
for employees, 182
patient and kind nature of, 8
Love146 (organization), 55–59, 73
Lovett, Mitchell J., 50
Low-arousal emotions, 54
Mac, Bernie, 74
Mapping of social networks, 140
Marketers:
and deciding what gets talked about, 26–27
Marketing mindset, unlearning your, 19
Marketing problems, people problems vs., 20
Marketing Science Institute, 42
Meetings, face-to-face, 190
Mental illness, stigma of, 72–74
Merck Research Laboratories, 126
Michael's House, 72
Micro targeting, 114
MillerCoors, 33
MINI (automobile), 50
Momentum:
word of mouth-powered, 83
Moore, John, ix–x, 1, 22, 29, 40, 51
Morrison, Sean, 83
Motivations, consumer, 24
Motivational research, 24
Motivations for conversations, 42–43
emotional conversations, 52–61
functional conversations, 45–48
online vs. face-to-face conversations, 62–63
Movements, leaders for, 79
Museum of Modern Art, 184
Music, background, in stores, 25
National Center for Family Literacy (NCFL), 2, 22, 151–157, 183. See also Wonderopolis
relationship between parent, child, and teacher at, 156–157
word of mouth project for, 151–153
Net Promoter Score (NPS), 65–66
Newness, functional, 47
New York Times, 24
Nike, 32
NPS (Net Promoter Score), 65–66
Obama, Barack, 56
Offline conversations, 169
“On Brands and Word of Mouth” (Peres, Shachar, and Lovett), 42, 54
One Million Eggs, 157
Online conversations, 7
intermittent and sporadic nature of, 64
Paramore, 57
Partnerships, with customers, 154
in emotional conversations, 55–57
emotions as triggers of, 55
and functional conversations, 48
hiring for, 189
kitchen table, 35
as reason people talk, 39, 42–43
signaling, 50
social, 50
and social conversations, 51
Passion conversation, 166–167, 185–187, 191
Passion Explorations, 67
Passives (customer category), 66
Patagonia, 51
People:
as focus of social media, 179–180
listening to, 5
making connections with, 7
thinking like, 181
uniting, through shared passions, 39
what people talk about, 63, 65–67
why people talk, 4, 40. See also Motivations
The people business, being in, 14, 19, 40
People problems, marketing problems vs., 20
“People Talking About This” (PTAT) measurement, 32
Perception, 139
Peres, Renana, 50
Periodic Table of WOMology, 44
Persistence, 11
Phillips, Robbin, 9, 48, 131, 183, 193–194
Physician Scientist Training Program (PSTP), 126
Platforms, for customers' stories, 13
Positive experiences, 115
Positivity, 183
Procter & Gamble, 21, 24, 60, 88, 114, 140
Products:
inspiring people to talk about, 39
“souls” of, 25
Projects to PhD (Harris), 127
Promoters (customer category), 66
PSTP (Physician Scientist Training Program), 126
The Psychology of Everyday Living (Dichter), 25
PTAT (“People Talking About This”) measurement, 32
Ptolemy, 34
Reciprocal altruism, 168
Red Bull, 88
Reframing of marketing problems, 20
Relationships, 138
as basis for world, 21
building, 168
of customers and employees, 4–5, 188–192
social conversations in, 164–165
Reputation, 139
Research:
motivational, 24
Respect, 191
Returning visitors, 166
Return on emotional investment, 183
Return on investment (ROI), 139, 182
on Fitness Rebellion, 106–107, 112
on return on emotional investment, 183
Sadness, 54
Scully, Katie, 163
Search engine optimization, 180
Shachar, Ron, 50
Shakespeare, William, 34
Shared-passion conversations, 65–67
Sharpie, 29
Sheth, Jagdish, 102
Sisodia, Rajendra, 102
Skype, 130
SlideShare, 40
Social change, 79
Social consumers, 141
Social conversations, 49–51, 62–63
Social expertise, 50
Social Fresh (conference), 73
Social networks, 62, 140. See also specific networks
Social passion, 50
Social uniqueness, 50
“Soul” of product, 25
Southwest Airlines, 182
“Spider web” network, 75
Starcom MediaVest, 33
Start with Why? (Sinek), 5, 166–167
Stern, Howard, 74
Stigma, of drug addiction and mental illness, 72–74
Strauss, Neil, 8
Student engagement, 159
StumbleUpon, 86
Success:
Sweatman, Oliver, 34
Taking a stand, 11
Talking, 191
deciding what gets talked about, 26–27
getting people to talk about themselves, 13–14
inspiring people to talk about your product, 39
passion and why people talk, 39, 42–43
shaping what people talk about with conversation channel, 63–65
what people talk about, 63, 65–67
why people talk, 4, 40. See also Motivations for conversations
TalkTrack® surveys, 33
Target, 6
Tattoos, 51
Temple University, 126
Texting, 64
Tiffany & Co., 32
Time magazine, 163
Title, ditching your, 19
Tom's shoes, 51
Training, of ambassadors, 132–134
Trust:
earning, 7
Twitter, 31, 42, 64, 86, 141, 160, 179–180
Understanding, shared, 193–194
Uniqueness, signaling, 50
Universal McCann, 33
University of Chicago, 126
University of South Australia, 32
University of Toronto, 126
Unlearning your marketing mindset, 19
Value, adding, 2
Villanova University, 126
Visual cues:
and development of Wonderopolis, 158
sparking conversation with, 57, 58
Visual journal of recovery, 77
Voice-to-voice conversations, 169
Walden University, 127
Walmart, 6
Warby Parker (eyewear company), 47–48
Watching TV, chilling and, 6–7
Websites:
content-driven, 75
educational, 155
traffic to, 166
We Love Our Employees Day, 182
Whole Foods Market, 29–31, 187
Wolfe, David, 102
WOM, see Word of mouth
WOMMA, see Word of Mouth Marketing Association
“Wommology” (presentation), 40
WOMMY awards, 182
Wonder of the Day®, 157–160, 163–164
Wonderopolis, 151, 157–169, 182, 190
comments from community on, 160
creating dialogues with, 163–165
intangibles benefits of, 166
Ed Keller on, 169
measuring success of, 165
relationships at, 158, 165–166
visual cues and, 158
and why passion matters, 166–167
and Wonder of the Day®, 157–160
Wonderopolis Lead Families, 161–162
Word of mouth (WOM):
for brand-related conversation, 29
in the classroom, 137
opportunity with, 41
Word of mouth marketing:
advocacy as ultimate goal of, 186
and deciding what gets talked about, 26–27
successful strategy for, 89, 141
Word of Mouth Marketing Association (WOMMA), 40, 132, 182
Working Out Sucks! (Runyon and Mortensen), 102, 104