NACUFS    Midwest  Regional   3/22,  2011  
The  Noble  Family  of  Companies  Noble  Agency:    A  bold  agency   The  Food  Channel®  Culinary ...
C  &  U  Trends   Health  Centric  Trends   Healthy  in  Doses/New  Diets   ...
Health  Centric   Healthy  In  Doses   Everyone  says  they  want  healthy,  but  what  they ...
Social  Conscious   Affordable  Sustainability   C  &  U  Students  understand  the  importance  of	...
Global  Flavor   Burst  Flavors  From  smoked  salts  to  sweet  heat.  Taking   the  phy...
It’s  the  Medium   Local   Most  of  you  do  this,  many  are  growing   ...
Social  Media   Social  media  moves  at  the  speed  of  improvisa:on.  Web  2.0  enthusiasts   treat  it...
social  media  stats      74  Percent  Of  12-­‐17  Year  Olds  Use   ...
social  media  tools     Study  Finds  TwiZer’s  ...
Take  Aways  •  Dedicate  a  resource  or  two  to  being  social  •  Use  your  mobile  devices  •  Post  ...
Our  People  Are  Our  Brands  While  people  may  buy  the  brand,  theyre  paying  aZen:on  to  their   ...
Brand  heros   Uber  Cordial   “Japanese-­‐style”   Delta  Air  Lines  Is  Sending   Panera ...
Response  with  a  Twist   Red  Cross  TwiZer  Takes  Advantage  Of   Shee...
Response  with  a  Twist   Savvy  Hotels  Are  Using  Social  Media  To   Quickly  Res...
AusNns  Pizza  call  center  employee  Chad  Frierson  decided  to  fulfill  a  customer  request  to  draw ...
Zappos  HR  department  does  a  separate  set  of  interviews,  looking  purely  for  culture  fit.  They’ve...
Jerry  Murrell,  Five  Guys  Burgers   ...
Its  not  onen  that  you  hear  goodwill  towards  a   ...
“If  Arbys  has  Ms.  Pearl  helping  at  the  restaurant     ...
Trader  Joes  Braves  a  Winter  Storm  For  an  Elderly  Customer  An  89-­‐year  old  Pennsylvanian  was ...
Take  Aways  •  Keep  a  Watchful  Eye  •  Empower  Your  Employees  •  Respond,  React,  Reach  Out  •...
Thank  You   Andy  Ford   TwiZer  @aford  andy.ford@culturewav.es   417-­‐849-­‐5440   ...
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Nacufs 2011

Speech given at Midwest Regional NACUFS in Ames, IA
Published on: Mar 3, 2016
Published in: Business      
Source: www.slideshare.net


Transcripts - Nacufs 2011

  • 1. NACUFS    Midwest  Regional   3/22,  2011
  • 2. 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.
  • 3. 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
  • 4. 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.
  • 5. 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.
  • 6. 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.
  • 7. 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.
  • 8. 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.
  • 9. 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
  • 10. 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.
  • 11. 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
  • 12. 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.
  • 13. 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
  • 14. Response  with  a  Twist   Red  Cross  TwiZer  Takes  Advantage  Of   Sheen  Trend  –and  Tweet  Miscues
  • 15. Response  with  a  Twist   Savvy  Hotels  Are  Using  Social  Media  To   Quickly  Respond  To  Complaints  Made  Online   With  Perks  And  Apologies
  • 16. 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.
  • 17. 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
  • 18. 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.
  • 19. 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”
  • 20. “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
  • 21. 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.
  • 22. Take  Aways  •  Keep  a  Watchful  Eye  •  Empower  Your  Employees  •  Respond,  React,  Reach  Out  •  Humor  Leads,  Hearts  Follow
  • 23. Thank  You   Andy  Ford   TwiZer  @aford  andy.ford@culturewav.es   417-­‐849-­‐5440

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