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The Passion Conversation: Understanding, Sparking, and Sustaining Word of Mouth Marketing
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The Passion Conversation: Understanding, Sparking, and Sustaining Word of Mouth Marketing
by John Moore, Geno Church, Greg Cordell, Robbin Phillips
The Passion Conversation: Understanding, Sparking, and Sustaining Word of Mouth Marketing
Cover Page
PRAISE FOR THE PASSION CONVERSATION
Title Page
Copyright
Dedication
Contents
Preface: A Note from the Authors
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
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