Nacufs 2011
30
NACUFS Midwest Regional 3/22, 2011
description
Speech given at Midwest Regional NACUFS in Ames, IA
Transcript of Nacufs 2011
NACUFS Midwest Regional
3/22, 2011
The Noble Family of Companies
Noble Agency: A bold agency where crea:vity reigns—from life insights to strategy to the final crea:ve connec:on.
CultureWaves®: Real-‐:me behavioral evidence translated into relevant insights.
The Food Channel® Culinary Center & Studios: Great recipes, cooking how-‐to tours, and the latest in food trends 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 isn't just for displaying informa:on, it's about interac:on and a flexible workplace.
social media stats
74 Percent Of 12-‐17 Year Olds Use Social Networks To Talk About
Products With Friends And Make Recommenda:ons
12% 18-‐ To 24-‐year-‐olds Are OK With “Friending” Brands—though The Vast Majority Of Young Adults Are Not – Forrester Research.
U.S. Businesses Will Spend $3.08 Billion To Adver:se On Social
Networking Sites In 2011, A 55% Increase From 2010
Airline Tempts User With Free Facebook In The Air –
Consumer Sa:sfac:on climbs 44%
People Over 65 Are Adop:ng Facebook Faster Than Any Other Age Group
Foursquare posts Staggering Growth in 2010
social media tools
Study Finds TwiZer’s Trending Topics Algorithm Cares More About The Specific Subject And
Reach Of A Tweet Than Who Tweets It Or How Onen It’s Tweeted
Boardreader: For Finding Out What People Are Saying About You In
Forums, With A View To Interac:ng
Social Media Users Are Significantly More Likely Than Other Internet Users To Check Their Email Four Or More Times Per Day
Klout Helps To Monitor And Track Your Social 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, they're 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. They're :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” Customer Service Winning Hearts In
Europe. Social Media cited as prime medium
Panera Bread Was Named To Businessweek's 2010 List Of Top 25 "Customer Service Champs.”
The Ranking Also Credited Panera's "Happier Employees" For Crea:ng More Repeat
Customers
Delta Air Lines Is Sending 11,000 Agents Back To “Charm School” Aner Customer Service
Backlash
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
AusNn's 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, he'll walk out the door and sell for you. From the beginning, I wanted people to know that we put all our money into the food. That's why the décor is so simple -‐-‐ red and white :les. We don't spend our money on décor. Or on guys in chicken suits. But we'll go overboard on food.
“5 guys burgers and fries is like the greatest thing @terrelly has brought to the friendship table. I am honored to call him my homeboy lol”
Customers blog about a posi:ve call center experience: “Dan Nelson made my problem, his problem. While the CSRs were very nice, nice was not enough when the other departments didn’t seem to care about my situa:on. Dan did, did what he had to, and didn’t let go un:l I was happy. For that, Dan Nelson, AT&T customer service supervisor, is a Customer Service Hero”
It's 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. Aner dialing the hotline, the operator informed the distressed owner that the call would cost $65 to speak to a professional. But when the operator learned that a Schering-‐Plough product was the harmful substance, she informed the concerned dog owner that the drug company pays for the calls on any of their products.
Pearl Weaver is an 89-‐year old Arby's 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 Arby's" and waves her blue and white pompon. She's men:oned weekly in customer sa:sfac:on surveys, calls to Arby's corporate offices, and she's won award aner award for her customer service. In an industry where customer service isn't always a high priority, Pearl and her pompon are a breath of fresh air
“If Arby's has Ms. Pearl helping at the restaurant counter to help turn a profit, it's working. I go there some days just to be cheered through the door.”
Trader Joe's 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 wasn't 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 Joe's doesn't normally deliver, but they would in this special instance. They took the order, and also suggested other items that might fit the elderly man's special low-‐sodium diet. Aner the daughter ordered around $50 worth of food to be delivered, the Trader Joe's employee told her that she didn't 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 don't have to search for an open space. The shuZle meets you at your parked car so there's no wai:ng at a shelter. Then the bus driver helps you with your luggage, and if it's 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
