Dedication
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
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.
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