When I finished my first month of using a newly discovered nutrition program, I realized how much better I was feeling. Not just the weight loss, but the energy and absence of those stubborn aches and pains. Looking back, I now wish I'd started much sooner and began sharing with others much more quickly.
Dear friends, family, and readers of my blog who occasionally stop by to see how my journey to a healthier life has progressed,
You may remember how the journey began a little more than three years ago.
It's been quite some time since I've shared with you here. Not because I've given up or quit and not because I haven't had anything to say. Instead, I've been quiet because I wanted to be sure of what I've been experiencing before sharing an exciting new element of my story. I think I've found it... "the healthy edge."
For the details please click here...
The Seattle Seahawks won Super Bowl XLVIII. In fact, their defense dominated Denver's number one ranked offense so soundly that most of the country called the game a yawner. Not so where I live. In the Northwest, the 12th Man knows how to yell, how to win, and how to celebrate. So how would a hyper-local insurance company find marketing opportunity in an event that is played on a global stage? With focus, passion, technology and social engagement.
It’s Not OK… (via http://www.tedrubin.com/)
It is not ok to just use social channels to just broadcast. It is not ok to simply advertise and call it Social Media. It is not ok to block employees from accessing social media sites while at work. It is not ok to discourage employees from building…
Have you ever thought about which conversations get shared? How about the things you talk about and share with your friends and family? Chances are good that the conversations that you remember and share most often are those that involve a story. Why is that the case? With thanks to the good folks at Story Worldwide, let’s look at six reasons for stories that many marketers frequently overlook or seem to take for granted.
Experiences leave lasting impressions. They go far deeper than facts, figures or features. And by creating a story-based experience, we cause our audiences to walk away with an impression of our brand that sits deep in their hearts.
Stories reveal what makes your message unique and different. In today’s business environment success generates copycats and innovation is short lived. What can’t be copied is who you are – your unique identity and your story. Where did your brand come from? Why does your business exist? The way you share these stories is what helps to set you apart from the competition.
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There are times when special things happen in our lives without expectation or prior consideration. They aren't tied to our calendar and they aren't part of a prior arrangement. They are special surprises in our lives. Occasions that give me cause to pause and to really consider why they happened. Could they simply be just chance happenings? Some might refer to them as the result of "good karma." I prefer to think of them as the result of life's kindness boomerang. How and what we put out there determines what and how things come back to us.
When I was a boy, I had my first boomerang experience. Its round-trip flight looked so simple but was incredibly hard to make happen on my own. That slimly cut elbow-shaped piece of wood, with its smooth sides and perfectly rounded edges, seemed to have a mind of its own. Each time I threw it out I would have to run across our expansive front yard to retrieve it. The more I expected it to come back to me and the harder I tried to make it happen, the farther I would have to run. It was only when I wasn't trying so hard to make the boomerang circle back to me that I started to get a feel for the right motion and rhythm. There was a correct speed, a correct angle, and a correct height of release. The more I tossed the boomerang out there, the closer it came to returning to me. Until, on that special but unexpected occasion, it started coming back to me in a way that I could catch it. I don't think I'll ever forget how wonderful that felt.
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What type of day will you make? Every workday morning I do the same thing. I record a new voice mail greeting that announces the new day of the week, the date, and informs the caller of how and when they are likely to hear back from me. To close, I end each message with one of two phrases. The first is one that I've used for nearly 40 years - "Make it a great day." More recently, I've started sprinkling in a newer version - "Make it a kind day!"
Earlier this week, I was thinking about potential topics that I'd like to add to my blog. I realized that recognizing and understanding that my day will be what I make of it has given me an edge in my career and life. I'd decided to tell share the story about the origin of my greeting and was looking through the news feed of my Facebook account when I spotted a post that validated my thought. A good friend, Imelda Dulcich, had posted an upbeat and encouraging welcome to the new day. I responded, and the rest of this blog post seemed to write itself.
This is how our short exchange looked on Facebook.
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Sometimes a purposeful act of kindness isn’t meant to be. Or at least not in the time and place it was planned for. Sometimes making the effort in one place prepares you for another – one where the kindness is both welcomed and appreciated.
This morning, while on our way to a family birthday celebration, my wife and I stopped at a local supermarket to pick up the last of the gift cards that we wanted to share. On my way into the store I couldn’t help but see an older woman hunched into a ball behind an outdoor display with the few bags that appeared to hold her only possessions. In the blink of an eye, without additional information, I judged her to be homeless, hungry, and in need of kind act.
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There's a business in Bellevue where I've shopped for many years – probably close to twenty by now. A specialty store, Crystallia features fine china, crystal and collectables as headliners in its inventory. Most of my purchases have been made during Christmas seasons and are primarily ornaments and figurines that I enjoy adding to the collections of my children. I'm not one of Crystallia's biggest customers as my purchases seldom total more than a few hundred dollars in any year. Frankly, I wouldn't expect the people at Crystallia to remember me from year to year - and yet they almost always do. I’m loyal to them as a result.
Over the years, Crystallia has relocated from one of the regions most long-standing upscale shopping environments to the intimate second floor of a Main Street office building. Nearly all of their business has converted to online shopping. Each year, shortly after Thanksgiving, I go online and look for the ornaments I’d like to purchase and generate the transaction. To that point the process really couldn’t be less personal. It’s the way they designed it and it works. No problem.
Until something doesn't go as planned. This year the unexpected happened when my order, which I would be shipping with other packages to my daughter’s family in New Mexico, was late to arrive. I called Crystallia and was greeted by a man on the phone whose first words were, “Hello Rod. This is Robert. I’ll bet you're looking for your ornament.”
Read more →Not long ago I was invited to consider the use of compassion in the marketing world. My first thought was that compassion and marketing are words that are aren't often used in the same sentence, let alone as a dimension of strategy. The more I think about it, the more I consider that to be an unfortunate shame.
The way I see it, compassion has become a key ingredient in the secret sauce that enriches the flavor of truly great marketing. Compassion is certainly a key component of great content, and great content has become the currency of valued and lasting relationships. As social engagement has flourished and virtual communities have formed in newly familiar places like Facebook, Twitter, YouTube,and Pinterest, compassion and empathy have become important communication planks in the implementation of social marketing strategy. Marketers are remembering the required fundamentals for making sustainable human connections - selfless, inspiring and compassionate acts that connect brands with consumers. It's an early step in the development of sustainable relationships that begins with brand awareness and matures over time through stages of consideration, selection, renewal, referral, and advocacy.
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In 2007, my team at PEMCO Insurance and I changed the face of marketing in the Pacific Northwest. Not just for an insurance carrier mind you, but for an entire region of brands regardless of category. The “We’re A Lot Like You. A Little Different.” advertising campaign, conceptualize by DNA, Seattle, was based on the insight that our northwest neighbors, very passionate about the corner of the world where we live, weren't nearly as excited about insurance. The idea was to shine a light on the unique, quirky, offbeat characters that make the Northwest special, and clearly establish PEMCO as the local company that is just as unique as the people living here. A company that truly "gets it" because we live, work, learn and play in the same neighborhoods and communities as they do.
In order to show them that we know them in ways that others don't, the PEMCO Northwest Profiles were born. Over 100 types of local characters found in this special region - highly recognizable to those who know the area and culture intimately. The campaign, which was launched in television, radio, print, out-of-home, online and through strategic partnerships, gained popularity and talk about PEMCO and the Northwest Profiles increased and consumer suggestions for new profiles were offered frequently.
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There's a powerful message for marketers embedded in the elections taking place this week. The voice of the customer is alive and well.
It's the time in our country when we are reminded that the voice of the public really matters. Our insights, opinions, the things we like, and the things that wear us out come to the surface of conversations and debates. Loyalists and advocates for candidates, causes, initiatives, and groups have raised their voices in family rooms, coffee shops, town hall meetings, and many other face-to-face venues. Social networks are abuzz with status updates, blog entries, and highly efficient tweets that are expressly intended to let our friends, family, and members of the voting public - that we've never even met - know what matters to us and who we're convinced are the best candidates to solve the issues that we consider important. The volume of our communication is at a level like never before. And what we say matters.
Of course, listening matters too.
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What advice would a 60-year broadcast-news icon offer that pertains to word of mouth marketing?
I recently had the privilege to meet Dan Rather – the 2012 recipient of the Edward R. Murrow Award for Lifetime Achievement presented annually by the Washington State University Murrow College of Communications. It was a rare privilege to see the genuine interest that the longtime CBS news reporter, London correspondent, and network news anchor had in the students that he addressed -both in the classroom and during his keynote address.
As I reflect on his remarks, I can’t help but consider the stark contrast that exists between the education that Rather received and the tools that were available to him with those of aspiring young professionals in the digital age. Rather spoke of the transformation that occurred between the day in 1963 when he broke the news of President John F. Kennedy’s assassination in Texas and the four days in September of 2011 when he anchored the CBS News coverage of attacks on the World Trade Center in New York.
“The digital age has ushered in a new era of speed and accessibility in today’s transfer of information. But meanwhile, a trend of rising confusion in America and a lack of faith in the press has emerged,” Rather said.
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A weathered bell and tarnished whistle are tied together on a faded and discolored ribbon, and sit on the credenza behind my desk as valuable reminders of what not to forget or take for granted. A client of an agency deserves their best – including the bells and whistles – not just when presentations are made to win the initial business, but throughout the relationship as well. The same is true for consumers who purchase the products and services that are sold in retail businesses and online websites as well. They deserve – and increasingly expect – more than a product in exchange for a price. They’re seeking added value – the surprise and delight – that comes with bells and whistles.Have you heard what they’re saying?
Analysts watching emerging engagement trends have identified sales professionals as the least likely group to commit to the adoption and use of social media. Really? Marketing departments and communication teams get it. Public relations and brand managers are on board. And now we’re seeing a shift toward the use of social media by customer service teams and contact centers as well. What about social media for sales people? Why has it taken that group longer to catch on and catch up to their peers throughout the organizations that they work for?
Some argue that the lack of explicit buy-in is due in large part to the time-honored truism often expressed as WIIFM, or “what’s in it for me?” In short, the sales professional hasn’t been able to see the sale as an outcome of their engagement. Are you still wondering how time spent utilizing popular social media tools will favorably impact your revenue and income? Let’s look for some answers.
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The question we’re asked most often after a presentation (and on our blog) is “Where do I start?” The answer to that question can be found in an even bigger question eloquently expressed in a recent blog post by Ed Keller: “Marketers can’t choose a “social strategy” without first understanding the motivations of consumers to share. There’s your answer: “What motivates your customers to share?” I would also add your employees into that equation, too. So let’s do a little WOM project together. Let’s take a week to start digging into what motivates your employees and your customers to share. Dust off that Moleskine, Field Notes or notepad and let’s have some conversation.
I encourage you to read the entire post. The story's a great one and the nuggets of knowledge are plentiful.
In the Northwest, everyone knows the guy who sports a pair of sandals with a pair of wool socks. Around here, there are certain quirks that set the people of this corner of the country apart from other regions.
That’s the sentiment at the center of PEMCO Insurance’s award-winning “We’re A Lot Like You. A Little Different.” advertising campaign, which features more than 70 tongue-in-cheek descriptions of people frequently spotted around the Northwest, including the ever-popular Sandals and Socks Guy.
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Analytics and measurement won’t get the job done. Passion makes a huge difference. Content excellence is the critical secret sauce for winning businesses!
Thursday, January 26th, I will have the privilege of providing the opening address to attendees of the second annual Content Marketing Retreat at the Center for New Media in Langley, Washington.
That’s more than a little ironic because I consider myself to be more of a student than a teacher on the topic. In fact, as critical as I know content excellence to be, I continue to assess and shift the thinking that will ultimately be embodied in the content direction and strategy that our company, PEMCO Insurance, embraces.
Of the things that I am most certain there is one that stands out – one that I’m most passionate about. The voice of the customer will be at the heart of our success and content excellence, regardless of the source, must be embraced, encouraged, and enabled in order to consistently win in the marketplace.
Russell Sparkman, founder of Fusionspark Media and organizer of next weeks retreat, visited my office where we talked about a variety of topics expected to be addressed during the two day event. One that he asked me to give some thought to centers on executive leadership and support for newly emerging strategies. Here are some of the thoughts that I shared.
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Focus is a very good thing!Earlier this month, as the new year began, I boldly posted an entry to this blog declaring that I would have "No New Resolutions" in 2012. The reason, simply stated, is that my resolve to accomplish a few specific goals in 2011 needs my continued focus and commitment. To spread myself too thin only deverts my attention from the most important things.
As a PEMCO colleague likes to say "Keep the main thing the main thing."
Within days of my post, Russell Sparkman, the founder of FusionSpark and organizer of the second annual Content Marketing Retreat in Langley, Washington, contacted me with the following question.
"With focus being core to your success, what would you say is the most important area of focus for marketers in the coming year?"
This was my response...
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As social media becomes the focus of attention for marketers, it is essential that we not forget the power and influence of good old fashioned face to face conversations.
Early in my term as Word of Mouth Marketing Association (WOMMA) Board President, I expressly commissioned an Offline Word of Mouth Task Force, headed by former board member Stuart Sheldon, to advance the awareness and importance of offline conversations in order to bring emphasis to this critical area for our membership.
At last week’s WOMMA Summit, the task force convened a conversation to discuss the importance and relevance of offline word of mouth marketing. In addition to Sheldon, who is the Co-President of Escalate, members of the task force and panel included Brad Fay, COO of Keller Fay Group, Chris Laird, CEO of Tremor, and Idil Cakim, VP of NM Incite.
Among the topics discussed was: "What is offline WOM? How is it similar to or different from online WOM?"
As a preamble to the conversation, Laird, in a November 15th Forbes article titled, “Why Digital Still Can’t Beat Word of Mouth In Sharing Brand Messages,” shared his perspective on that question. He cited survey results from Keller Fay’s recent work and spoke to the dramatic difference in online and offline influence. One excerpt from the story is as follows…
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And so on. And so on...
Halftime Report
How do you sell a product that people don't understand, don't want to buy and when they do buy, they don't want to use it? And how do would you engage your customers in a way that creates loyalty and advocacy? While this sounds like a very tough sell, the company where I am the C.M.O., PEMCO Insurance, has been recognized as one that does it very well.
I was recently invited to discusses the journey with Bruno Aziza on Microsoft's Business Intelligence TV. We talked about a few of the ways that companies like PEMCO employ social media tools for relationship management and customer engagement.
To see the video and learn more, just follow the "read more" link below.
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How we use our timeThere are a few things that are the same for all of us. We must breath to live. Because we live, we will all die. And in between there are the same number of hours, minutes, and seconds in a day for everyone. What is different is how we choose to use that time.
A few years ago I chose to dedicate some of the hours in my day to become a student of word of mouth marketing. One thing led to another, and I offered more of my time to serve as a WOMMA board member - the trade association that is leading the way in the word of mouth space.
Read more →No longer is consumer behavior driven exclusively by traditional marketing and advertising, or by the influences of mass-media opinion-leaders.
Today those consumers are making decisions after hearing the opinions of peers, friends and even strangers. Most often, those new, powerful lay-influencers make their opinions known online, completely outside the influence of traditional public relations.
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What's a fan or follower worth?Just when you thought that Facebook fans and Twitter followers had to be earned by building relationships, offering relevant content, and generally being helpful and interesting, the world is being introduced to FanAuction. And it's a CMO's dream.
Ant's Eye View, an industry leading customer engagement consulting firm, after years of development effort announced the launch of a groundbreaking fan arbitrage service this morning. This is one that most people didn't see coming and it's definately going to be a edge to those who use it.
As an Ant's Eye View client, I've had the chance to be part of the "stealth" test period. As amazing as it sounds, FanAuction really works. No longer is listening, responding, or adding value a requirement. Now it's as easy as placing an order and writing a check. How many fans do you need? Just start bidding.
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Listen with Empathy
Over the weekend, a friend that I've never met face-to-face visited this blog and posted an entry in my guest book - "Your Edge" - (I hope you will do the same). Her name is Imelda and I know her as @imeldadulcichPR. She is one of the growing number of amazing people I've met as a result of being a member of a very special Twitter community. Imelda wrote about her edge that comes from empathetic listening and story telling. She brings the art to a new level of appreciation and respect. One that often brings tears to the eyes of the person she is listening to. And then the magic happens. That's when Imelda turns the listening edge into a successful art of memorable storytelling. Stories are so very powerful.
Read more →Love the Keynotes The School of WOM is a “must attend” event for anyone who is interested in advancing the effectiveness of their social engagement with customers and clients. My favorite parts are the amazing keynote speakers. At last year’s event, I was struck by the brash declarations from keynote speakers like Jeffery Hayzlett when he drilled into Kodak’s four “E’s” of social media:
1) Engage 2) Educate 3) Excite 4) Evangelize…
and the simple brilliance of Jeanne Bliss sharing the five decisions that drive customer loyalty and build businesses. “Customers build businesses, not marketing budgets.”
I’ll be there again this May. Here's my top ten reasons why you should be too.
Hope to meet you there!
Open to new introductionsI am feeling flattered and humble for the number of kind words and notes I've received since part one of a three part conversation was published earlier this month. The conversation was between Håkan Söderbom, Konsult Partners, and I - primarily as an introductory promotion for MarketMix 2011 in Seattle on March 9th.
Håkan asks great questions and then allowed me to tell a few stories that I tried to connect to his questions. Sometimes they fit. Sometimes not so much. But either way, Håkan was gracious and patient.
As I now reflect back on our conversation, I am seeing the edge a little more clearly. The edge was partially in the stories being told, but the less visible edge was in the process by which the conversation came to be.
I had never met Håkan prior to the day he walked into my office to conduct the interview. Our connection was entirely based on the use of social media. That, along with an openess to meet new people and help them accomplish their objectives, may be the edge worth noting. Håkan introduced himself and asked if we could meet in a single tweet.
Are you open to meet new people? Would you have responded to a tweet? Are you missing out on an edge?
Here's the full story.
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BRAINS ON FIREFriends of mine - people I met through the Word of Mouth Marketing Association - wrote a book last year. They named it after their company "Brains On Fire," and now they are igniting movements and inspiring story tellers far and wide. Co-founder and "Courageous President" Robbin Phillips sent me a special autographed copy during the holidays that I finally had time to begin reading. Wow! I'm really enjoying it!It's a rapid fire page turner for sure. |
It's one thing to see the edge, but it's another to take advantage of an edge unethically. In this post, on behalf of the Word of Mouth Marketing Association, I share my thoughts on ethical "WOM" with PRSA members.
Rod Brooks (that's me) is VP & CMO of PEMCO Mutual Insurance Company and serves as Immediate Past Chair of the Board of Directors for the Word of Mouth Marketing Association (WOMMA). It's important to disclose both of those relationships and to be clear that this is my personal blog where I share thoughts and opinions that are solely my own. Contact me!
