Category Archives: Written Words

MexicanFansWorldCup2014

Would you buy KLM a beer?

We live in an era of real-time social brand engagement. When broadcast dies, what do you do? You interact. Engage. Become part of the conversation.

Sports fans (like many) don’t like broadcast. They like excitement.

Does a sports fan want to be spoken to by a brand? No. They want to be equal to the brand.

Would a Fútbol fan sit in a bar for 5 minutes listening to a brand argue why their new ad is the best World Cup ad ever? No. But will they sit in a bar and have the best, all-night, most drawn-out, ugly and ultimately enjoyable on every level of passion imaginable  “discussion” with another fan? Absolutely. It’s what they live for.

To reach fans at the world cup, you have to be a fan. Don’t broadcast, be a fan. Engage.

KLM did.

And got kicked out of the bar. Welcome to the World Cup.

I’d buy them a beer. A Dos Equis.

KLM vs Gael Garcia Bernal

Featured Image by Winslow Townson-USA TODAY Sports. 

crme13

5 Thoughts from CRM Evolution 2013

I spent some at CRM Evolution 2013 last week doing something I really enjoy – getting out and talking to people. If you want to find out what’s going, you have to talk to people who are living it. This was a solid show, with SpeechTEK, CRM Evolution, and Customer Service Experience all sharing the same venue (attracting a rich base of attendees and providing a rich perspective on the Customer Experience – #CX – market).  Here are some quick take-aways from my conversations with vendors, users, investors and even the occasional analyst at the event. Continue reading