Brains on Fire

• 

  You can’t cheat trust

  Posted on September 30th, 2010 by Eric Dodds and currently 7 commenting.

  I’ve been finishing a few odds-and-ends projects around my house lately, and it’s made me think about how doing things right generally takes more time and effort than I prefer.

  One closet I wanted to paint made the lesson about time and attention very clear: when I removed the clutter I realized that a wall needed to be patched, the trim needed to be touched up, and it was probably going to be a three coat paint job. My first reaction was to settle for a one coat bandaid, but my dad’s words were ringing too loudly. “If you do it right the first time, it is done, and you won’t have to do it again.”

  As I got to know my paint brush better over the four night period it took me to mend the closet, I thought about how today’s business world is littered with attractive offers for one coat bandaids. Whether it’s a branding solution or relationships with your customers (or employees, for that matter), doing things right often takes more time and effort than we prefer.

  Not long after the paint dried, I ran across an interesting article (1) my friend Kyle Bylin wrote that put some numbers behind my thoughts. His opening comments:

  Not surprisingly, we trust content from the people we know the most. But, the venue greatly impacts the degree to which we’re willing to trust that content. If my friend writes a blog post – not very skeptical. If a brand posts onto their blog, my BS detector goes into overtime. What if, instead, they took that same message and published it onto their Facebook page? As it turns out, research shows that people would trust the same content less, simply do to the switch in locations. –Kyle Bylin, “What Makes Social Media Trustworthy?”

  It is actually a very interesting study. Here are a few highlights from the Invoke Solutions report (2):

  • 26% of US frequent social media users completely trust blog posts by people they know
  • Only 11% of US frequent social media users trust blog posts by a brand, over 40% neither trust nor distrust blog posts by a brand
  • Only 9% of US frequent social media users completely trust posts by a brand on Facebook, and over 40% neither trust nor distrust posts by a brand on Facebook
  • And last, but not least, only 5% of US frequent social media users completely trust Tweets from independent bloggers, and only 16% somewhat trust the Tweets

  The internet and its social tools have had a profound influence on how brands develop relationships with their customers. But if it’s trust you’re after, you can’t use technology to cut corners. Just because your customers are on online and you’re ‘meeting them where they are’ doesn’t mean they’ll trust you. And just because you’re a part of the venue that your customer and all their friends frequent doesn’t mean they’ll trust you. In fact, the numbers show that they might trust you less. Technology or no technology, trusting relationships with people often take more time and effort than we prefer.

  But doesn’t a lot of ‘influence’ buy trust? More from the study:

  • Only 12% of US frequent social media users think that the “number of people who are fans, followers or participants” is extremely important, 26% think it’s somewhat important, and a whopping 62% think it is neither important nor unimportant, somewhat unimportant, or not important at all.

  The numbers would suggest that bloated followings seem to garner more attention than they do trust.

  So what does facilitate trust? A dialogue open to varying viewpoints, a high level of quality in both content and comments, and responsiveness from the sponsor or author. All of which sound like take…time and effort.

  You can choose any number of ways to generate a following and turn a buck using the internet, but whether online or offline, you can’t shortcut the work that it takes to develop an authentic, trusting relationship.

  • (1) You can read Kyle’s article, “What Makes Social media Trustworthy?” here.
  • (2) You can learn more about the study in an article by eMarketer here.
  Tags: Authenticity, cheat, customers, relationship, shortcut, Social media, Trust
• 

  The Secret Sauce: Growing a Company by Word of Mouth.

  Posted on September 29th, 2010 by Robbin and currently 5 commenting.

  
  Found this on Flickr via Fort Cloudy’s photostream. With the caption, Dear USAA, I love you.

  I had a great conversation with my friend Chris Sandoval from USAA last Friday afternoon. If you hang around here often you know we have a corporate crush on them. We’ve written a post or two about it.

  Well, the crush continues to grow to full on love, since I do believe Chris shared one of the coolest stories I have heard in a while.

  He told me that years ago, someone asked him, “What is USAA’s secret to generating so much positive word of mouth?”

  He said simply. “First, you need to love your customers more than anyone else and second, you need to show it every time.”

  The person asking him the question went on to remark, “No really, I wish we could unearth the secret and duplicate it for other companies….” This guy was in marketing.

  Hmmmm.

  Why do people refuse to embrace the simplicity of it all and believe the obvious? It’s about people. And people need/want/crave/desire/cherish love.

  USAA’s feelings remind me of one of our core beliefs here at Brains on Fire:

  Love is circular transaction. Love the people who love you and they will love you back.

  Our intern this semester asked me a really interesting question a couple of weeks back. Have I told you how much I learn from out interns? Here’s his question:

  “How exactly does Brains on Fire differ from a traditional branding/WOM company?

  I guess I’m asking because in my mind, it seems what Brains on Fire does is right, and true — the ONLY way to operate. Since BOF seems to embody some sort of truth, I don’t understand how other companies can be different, but still be successful.”

  I got this question and I have not responded until now because it frankly stumped me. There are lots of companies more successful than Brains on Fire. Lots of them. What is the difference Zach, the youngest and newest among us, is noticing? What draws such talented and committed people towards us? What keeps them here in spite of the hard hours and crazy travel and occasional growth pains? And most importantly what helps us attract crazy, bright clients who believe in us with heart and soul?

  Then it dawned on me, like USAA we are in the love business. And this love is real. It’s not the only way to grow a successful business (being the low cost provider can certainly work), but it sure makes getting up in the morning a whole lot more fun and interesting.

  People work better and harder when they are working with purpose and passion. We believe it and so do our dear friends at USAA.

  So I ask again, at the fear of repeating myself, how do you love your clients and how do you show it? Every. Single. Day.

  Big love to you all this wonderful day. Make it count! I am.

  Tags: Chris Sandoval, growing your company, Love, Purpose Driven Business, USAA, WOM, WOMMA, word of mouth marketing
• 

  Lesson Eleven: “Listen for the Movement”

  Posted on September 28th, 2010 by Robbin and currently 5 commenting.

  
  Thanks to Bobby Rettew for this week’s Lesson Eleven. If you have something to share, contact me, robbin@briansonfire.com and we’ll make it happen!

  A few weeks ago, I had the privilege of having coffee and a bagel with Robbin. We were talking about NetworkBash. What is NetworkBash, you ask? Well, we’ll get to that in just a second. Our conversation made me think back to where it all began…it began by listening.

  A few years ago, I was asked to teach a Business Writing at Clemson University. This class is based in the Department of English as a Advanced Writing course. My goal was to bring the business world to the classroom, teach more than just writing a proposal or a resume, but how to use this proposal or resume in a business situation. My goal in teaching is simple — I believe in investing in the next wave of entrepreneurs, the leaders that will have a deciding factor in our tomorrow.

  One afternoon during class, we were working on elevator pitches. We were taking the rough drafts and putting them into real world scenarios. After writing the draft, each student used their pitch on another student in the class. We video-recorded each pitch to allow the students could critique themselves and each other. One student looked at me and said, “Yeah, this is great, but I really need to find a job. I need to figure out how to get in the position to use this pitch.” It was an excellent point that student made, because it all starts with relationships. During the next class, we talked about this concept and what they wanted to do about it. And NetworkBash was born.

  Each semester students from Business Writing at Clemson plan a NetworkBash event as a part of the curriculum. They help create an event where students can use their communication skills to build career relationships with professionals. They want more than just a career fair where they walk up to a recruiter, hand over a resume, and wait to hear back. They want to have real conversations. They want to learn how to use tools to position themselves, how to start — and carry — a conversation.

  For the last two semesters, students have worked with Clemson’s Michelin Career Center, corporate sponsors, and other students to put on events for students to engage in conversations. It is an opportunity to allow students to have an active role in their future, creating an event that puts them first. This semester, we are having three separate NetworkBash events at Clemson: Ignite, Excite, and Engage.

  Listening can be tough. It’s not difficult to hear students…but listening is key. On page 96 the highlighted text reads: “Shared Ownership Starts At The Very Beginning Of A Movement.” This is so true. The students took ownership, a shared ownership and the movement has spread like wildfire.

  “By their very definition, movements are born out of passion. Passion to unite and passion for change. There’s nothing dry and emotionally detached about something in which you believe deeply.” Brains on Fire, page xxii

  I believe in my students because in their movement, their creation, I AM their student.

  Tags: Bobby Rettew, Brains on Fire Book, Clemson, Network Bash
• 

  Home Sweet Home.

  Posted on September 24th, 2010 by Robbin and currently 11 commenting.

  Well. We spent the weekend moving to our new space. We are in heaven. It’s just set up so much better. Hard to explain. It feels cozier. We’ll share more later. Dodds and Suggs have a video in mind, but I wanted to give you all a sneak peak at where we are living now. So here goes. All photos are form Zach Suggs, our super shiny intern. We love him.

  
  
  Couldn’t resist that picture of Ramsey, right after I said sneak peak.

  
  
  A view from the stairs.

  

  Geno and Eric thinking. Pretty proud that the weekend move had us back in business on Monday am.

  

  Cordell loving one of our new toys. The fridge with an ice maker is coming this afternoon.

  
  
  If you find yourself in the neighborhood, stop in. We’d love to show you around.

  Tags: Innovate Building
• 

  Desktime Stories: Cordell reads more from Lesson 6

  Posted on September 23rd, 2010 by Eric Dodds and currently 0 commenting.

  Ahh, a warm cup of coffee, a bloated inbox, a daunting to-do list – perfect morning for a desktime story (1) from Cordell’s soothing vocal cords. This time he recounts the tale of daring companies who decide to turn the table and become fans of their fans. Enjoy:

  PS – our favorite quote from the selection is:

  …we believe it’s time for brands to become fans of their fans. Consider how much the praise and support and admiration you receive would be amplified if you, the brand, were to recognize those fans–and in turn, to praise them. This also acknowledges that it’s not about you, and it never was.

  • (1) – desktime story: (n) a soothing voice gently serenading you with super-practical business lessons on word-of-mouth marketing. Generally listened to in the morning, not at night. (Insider tip: desktime stories go great with a fresh cup of coffee and a heavy dose of open mind.)
  Tags: bedtime story, Brains on Fire, Brains on Fire Book, Business, coffee, cordell, desktime story, lesson, lesson 6, morning, reading, serenade, sleep, Word of Mouth