Personal anecdotes here, audience weigh in to make leap to business application; identify areas of barrier to taking this back and implementing
Importance of ambient awareness with interaction with campaign…
Hyper Segmentation – location, past donations, issues of interest; the ask vs. the nudge (less stress activity to get involved – call one person, watch a video, small donation)
Connections to resources and important people; ownership of election; regular people can impact positive change; election results
This is why people fail – this is a cycle not a build it and its done process; focus on intersection of the customer need and organization’s willing action
What was the employee barrier? Culture of top down; location spread out; lacked big team feel; first external leader – all others were “farm grown”When: December of 2006How it started – part of first 100 days campaign for new CEO
Different levels of user interaction (create, comment, consume); emphasis on customer need; ownership in company; fulfills brand promise
User interaction; categories that correspond to Starbucks innovation areas; digg type interaction with ideas
What do we do with the information? Offline action
Key components – personal; directing to other resources/people; face to an account
Existing tool because that’s where the conversation is; changes opinion about telecomm companies; if you’re going to be there for customer support you better be there doing customer support on and offline