Word of mouth and brand identity marketing expert, and one of the founders of Brains on Fire, Robbin Phillips, is co-author with Greg Cordell, and Geno Church, and Spike Jones, of the advice laden and engaging book
Brains on Fire: Igniting Powerful, Sustainable, Word of Mouth Movements. Robbin was kind enough to tke the time to answer a few questions about the book and her ideas on marketing.
Robbin Phillips describes how marketing is not about the latest technology, but is really about connecting with people who are seeking you out to add value and meaning to their lives.
Thanks to Robbin Phillips for her time, and for her thoughtful and informative responses to the questions. They are greatly appreciated.
What was the background to writing this book Brains on Fire: Igniting Powerful, Sustainable, Word of Mouth Movements?
Robbin Phillips: Our mission in sharing the lessons we’ve learned is to shout this core belief from the rooftops: Word of mouth marketing is and always will be about people. With more and more ways to connect with our customers, we’re all in marketing grad school. All the shiny new technology tools in the room have made it easy to lose focus on the real opportunity in front us – celebrating, supporting and connecting with our customers and advocates in a deep emotional way. A way that inspires them to take shared ownership of our organization’s success.
Why are so many people resisting marketing messages?
Robbin Phillips: The average person gets bombarded with somewhere between a few hundred and a few thousand advertising messages per day. Messages talking AT them. We’re busy, and more distracted than ever. So we block marketing messages out. We long for deeper connections that can add value to our lives. And let’s face it, it’s hard to have a relationship or instill trust with a text message, a print ad or 30 second television spot.
People are empowered by the new technology. How has this new found strength affected causes that have meaning for people?
Robbin Phillips: The average person can now fundraise, educate, advocate and share out loud. The opportunity exists for companies and causes to unite those voices, create a collective shout and even ignite a movement around shared passions.
Robbin Phillips (photo left)
As more messages appear in both the traditional media, the Internet, and social media, how important is trust in the source?
Robbin Phillips: It’s all about trust. People don’t trust your company. People trust people. People they know. People who share their passions. People whose opinions and recommendations they have faith in. People don’t buy your company, product, or service first. They buy people first. It’s ALL about trust.
How is connecting changing marketing and branding?
Robbin Phillips: A lot of marketers are having a race. Who can get the most followers and fans? We call BS on that. Sheer numbers can’t be the end game. Engagement and real participation are what matters. You have to first understand your authentic desire to connect with your customers. You need to start from a place of giving, not receiving. Don’t think fans, think best friends. How can you best support, celebrate and love your organization’s best friends?
The book describes the concept of a movement. What is a movement and why is the idea different from a campaign?
Robbin Phillips: A movement happens when customers and employees share their passion for a business or cause and become a self perpetuating force for excitement, ideas, communication and growth. Campaigns have a beginning and an end. Movements go on as long as kindred spirits are involved.
You write that movements start with a conversation. What do you mean by that?
Robbin Phillips: Igniting a movement is hard work. It often starts inside an organization when someone catches a vision to connect on a deeper emotional level with the people who love them. Often love letters they receive are the inspiration that motivates them. Reaching out and finding a few key advocates and getting to know them better is where the real movement begins. These early nuggets of conversation - when transparent - can cause a ripple of buzz and interest. It also rewards those early advocates with insider knowledge and creates shared ownership.
Robbin Phillips, Greg Cordell, Geno Church (pictured from top to bottom in photo left)
How can the average person establish leadership and share ownership in a movement?
Robbin Phillips: No one will lead the movement if no one is expected to lead the movement. So an organization must give their leaders knowledge, support and permission to take action. (Yup, that means giving up control.) They need to find advocates with the willingness to stand up and share their lives, stories and passions with the world. So, it starts with finding those average, everyday people who are passionate enough to take action. Because you can’t lead from the sidelines.
How critical is understanding social media including Twitter, Facebook, LinkedIn, and YouTube to creating an engaging movement?
Robbin Phillips: It’s not critical. But it helps to understand ways to connect online. Technology can amplify quickly and it’s cheap. What is critical is to remember that 90 percent of all word of mouth happens offline. Don’t be so quick to think tech and dismiss the kitchen table.
How can an offline component of a movement be established to complement the online movement?
Robbin Phillips: People don’t live in a computer. You need to walk a mile in the shoes of your advocates. When you see where they live, how they use your products, why they care about them, offline and online are going to compliment.
What is the first step a company should take toward creating a movement?
Robbin Phillips: The first step is to learn if the opportunity exists for a community of passionate people to unite, rally behind and birth a meaningful movement that adds value to people’s lives. Are your customers or advocates reaching out to your or others? IF so, that is really good first sign.
What is next for Robbin Phillips, Greg Cordell, Geno Church, and Spike Jones?
Robbin Phillips: We all hope to continue to learn and grow in our understanding of conversations and social motivations. We also hope this book sparks a two-way dialogue with others who are doing the same. So if anyone reading this post has anything at all to ask/share with us you can find us at brainsonfire.com/blog. We’re listening.
Robbin Phillips
robbin@brainsonfire.com
864.672.9628
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My book review of Brains on Fire: Igniting Powerful, Sustainable, Word of Mouth Movements by Robbin Phillips, Greg Cordell, Geno Church, and Spike Jones.
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