Speech given at Midwest Regional NACUFS in Ames, IA
Published on: Mar 3, 2016
Transcripts - Nacufs 2011
NACUFS Midwest Regional 3/22, 2011
The Noble Family of Companies Noble Agency: A bold agency The Food Channel® Culinary Center & CultureWaves®: Real-‐:me where crea:vity reigns—from Studios: Great recipes, cooking how-‐ behavioral evidence translated life insights to strategy to the to tours, and the latest in food trends into relevant insights. ﬁnal crea:ve connec:on. and ideas from trained chefs.
C & U Trends Health Centric Trends Healthy in Doses/New Diets Social Conscious Trends Aﬀordable Sustainability/Waste Not/Food Soul Global Flavors Trends From the big three to beyond It’s the Medium Trends Local/ Pop Up/ Bartering Social Media
Health Centric Healthy In Doses Everyone says they want healthy, but what they really want is same taste with less guilt. New Diets From Clean Ea:ng to Flexitarian we are watching a growing number willing to be diﬀerent diets.
Social Conscious Aﬀordable Sustainability C & U Students understand the importance of being sustainable even if they truly don’t grasp the details. Waste Not Watch for water consump:on and food waste to become the next pillars we will have to deal with. Food Soul Food provenance means more to our customers than it ever has.
Global Flavor Burst Flavors From smoked salts to sweet heat. Taking the physiological pop of a chili to the creamy heat of wasabi cream cheese. ExperienNal Flavors Pairing of global ﬂavors in common forms to achieve new esteem elements. Think surprise ﬂavors, and bites that would induce sharing.
It’s the Medium Local Most of you do this, many are growing their own veggies nearby. Pop Up Meet me where I am, and give me what I want on the way. It’s trending from CA to NY. Bartering An emerging trend that could have fun/ serious implica:ons in the future.
Social Media Social media moves at the speed of improvisa:on. Web 2.0 enthusiasts treat it as if it were fashion, discarding a bespoke social media site one day for something bright and new, at the drop of a hat. However, while the fringe moves ahead, the mainstream plays catch-‐up. Facebook and TwiZer, along with Foursquare and other integrated apps, have become kings of the Web 2.0 realm. Brands are rushing to keep up with their millions of users, in an adapt or die atmosphere of maintaining relevancy without becoming a "social-‐ rash" of constant updates and informa:on. Brands have to understand that in order to maintain social integrity, they have to be ﬂexible with their brands online, social media isnt just for displaying informa:on, its about interac:on and a ﬂexible workplace.
social media stats 74 Percent Of 12-‐17 Year Olds Use Airline Tempts User With Free 12% 18-‐ To 24-‐year-‐olds Are OK With Facebook In The Air – Social Networks To Talk About “Friending” Brands—though The Vast Majority Products With Friends And Make Consumer Sa:sfac:on climbs Of Young Adults Are Not – Forrester Research. Recommenda:ons 44% People Over 65 Are Adop:ng Facebook U.S. Businesses Will Spend $3.08 Faster Than Any Other Age Group Billion To Adver:se On Social Networking Sites In 2011, A 55% Increase From 2010
social media tools Study Finds TwiZer’s Trending Topics Algorithm Foursquare posts Cares More About The Speciﬁc Subject And Reach Of A Tweet Than Who Tweets It Or How Staggering Growth in 2010 Social Media Users Are Signiﬁcantly More Likely Than Other Internet Users To Check Onen It’s Tweeted Their Email Four Or More Times Per Day Boardreader: For Finding Out What People Are Saying About You In Klout Helps To Monitor And Track Your Social Forums, With A View To Interac:ng Media Ac:vity To Ensure You’re Reaching Your Targets With toolbars for most any browser and huge traﬃc, StumbleUpon is a great way to drive awareness.
Take Aways • Dedicate a resource or two to being social • Use your mobile devices • Post at key points (:mes) • Reciprocate • Learn the language • Be Crea:ve • QR Codes • College Celebrity Sigh:ngs • Establish Guard Rails – Loosen Up
Our People Are Our Brands While people may buy the brand, theyre paying aZen:on to their messaging; mainly how they treat their employees and how their employees react to them. Consumer and employee interac:on is well known to make or break a deal, but the employee becoming the hero of the brand is a new concept that is gaining a lot of momentum. As the recession rolls through, consumers want someone they can relate to. Theyre :red of hearing from the manager in the suit, or the CEO or president of the company, they want to hear from people just like them. Working a job to pay the bills, and doing it everyday regardless. These people have emerged as the new symbolism of the brand, across social media, television ads, and print campaigns.
Brand heros Uber Cordial “Japanese-‐style” Delta Air Lines Is Sending Panera Bread Was Named To Customer Service 11,000 Agents Back To “Charm Businessweeks 2010 List Of Top Winning Hearts In School” Aner Customer Service 25 "Customer Service Champs.” Europe. Backlash The Ranking Also Credited Social Media cited Paneras "Happier Employees" as prime medium For Crea:ng More Repeat Customers
Response with a Twist Red Cross TwiZer Takes Advantage Of Sheen Trend –and Tweet Miscues
Response with a Twist Savvy Hotels Are Using Social Media To Quickly Respond To Complaints Made Online With Perks And Apologies
AusNns Pizza call center employee Chad Frierson decided to fulﬁll a customer request to draw a unicorn ﬁgh:ng a bear and now is geung requests to doodle all kinds of things. For a mere $5, Frierson will doodle anything you want on a Post-‐it of your very own – pizza sold separately.
Zappos HR department does a separate set of interviews, looking purely for culture ﬁt. They’ve formalized the deﬁni:on of culture into 10 core values: 1. Deliver "wow" through service 2. Embrace and drive change 3. Create fun and a liZle weirdness 4. Be adventurous, crea:ve and open-‐minded 5. Pursue growth and learning 6. Build open and honest rela:onships with communica:on 7. Build a posi:ve team and family spirit 8. Do more with less 9. Be passionate and determined 10. Be humble
Jerry Murrell, Five Guys Burgers and Fries: We ﬁgure our best salesman is our customer. Treat that person right, hell walk out the door and sell for you. From the beginning, I wanted “5 guys burgers and fries is like the greatest thing @terrelly has brought to the friendship people to know that we put all our table. I am honored to call him my homeboy lol” money into the food. Thats why the décor is so simple -‐-‐ red and white :les. We dont spend our money on décor. Or on guys in chicken suits. But well go overboard on food.
Its not onen that you hear goodwill towards a drug company, but one woman and her puppy had a pleasant surprise when calling the ASPCA poison hotline. Her dog had eaten seven Clari:n tablets, and it was uncertain whether or not the puppy was in danger. Customers blog about a posi:ve call Aner dialing the hotline, the operator center experience: informed the distressed owner that the call “Dan Nelson made my problem, his would cost $65 to speak to a professional. But problem. While the CSRs were very when the operator learned that a Schering-‐nice, nice was not enough when the Plough product was the harmful substance, other departments didn’t seem to care she informed the concerned dog owner that about my situa:on. Dan did, did what the drug company pays for the calls on any of he had to, and didn’t let go un:l I was their products. happy. For that, Dan Nelson, AT&T customer service supervisor, is a Customer Service Hero”
“If Arbys has Ms. Pearl helping at the restaurant counter to help turn a proﬁt, its working. I go there some days just to be cheered through the door.” Pearl Weaver is an 89-‐year old Arbys employee from Camp Hill, Pennsylvania. Her job? To make people smile. When any customer comes to the counter to order food, Pearl greets them with a pleasant "Hi everybody, welcome to Arbys" and waves her blue and white pompon. Shes men:oned weekly in customer sa:sfac:on surveys, calls to Arbys corporate oﬃces, and shes won award aner award for her customer service. In an industry where customer service isnt always a high priority, Pearl and her pompon are a breath of fresh air
Trader Joes Braves a Winter Storm For an Elderly Customer An 89-‐year old Pennsylvanian was snowed in around the holidays, and his daughter was concerned he wasnt going to have enough food to last the inclement weather. The daughter called mul:ple stores trying to ﬁnd someone who would deliver, and ﬁnally learned that Trader Joes doesnt normally deliver, but they would in this special instance. They took the order, and also suggested other items that might ﬁt the elderly mans special low-‐sodium diet. Aner the daughter ordered around $50 worth of food to be delivered, the Trader Joes employee told her that she didnt need to pay for it, and to have a Merry Christmas. The food was delivered within 30 minutes of the phone call, and the Holidays were saved for one elderly man and his family. The Airport Fast Park at the Bal:more Washington Interna:onal Airport is a liZle diﬀerent than other "park-‐n-‐ride" airport shuZles. When you enter their lot, an aZendant greets you and shows you the best row to park your car so you dont have to search for an open space. The shuZle meets you at your parked car so theres no wai:ng at a shelter. Then the bus driver helps you with your luggage, and if its raining meets you with an umbrella. While on the bus, the friendly driver actually talks to you, and on your way back the shuZle takes you directly to your car, with a complimentary boZle of water.
Take Aways • Keep a Watchful Eye • Empower Your Employees • Respond, React, Reach Out • Humor Leads, Hearts Follow
Thank You Andy Ford TwiZer @aford firstname.lastname@example.org 417-‐849-‐5440