Digital Sense. Snook Chris

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СКАЧАТЬ our Chiefs, Mr. Hunt. You're a badass. Sincerely, Travis Wright @teedubya

      The day that Scott Pioli was fired, the Chiefs unblocked @teedubya and the Chiefs ticket department connected with Travis and offered him half-price season tickets for the 2013 season. He gladly accepted them, and has continued to be a die-hard fan.

      What started, earlier in the year, with a disgruntled guy tweeting a forgettable tweet to the Chiefs after a loss had snowballed into this major movement all because one individual on the Chiefs' social media team did not use digital sense. Save Our Chiefs was a brilliant social media experience in that it showed how people can impact change when they handle it right. The idea was born from frustration: Create a social media experience to allow fans with similar thoughts a place to engage and interact with. Our movement became a cornerstone of daily life for Chiefs fans: we were talked about on multiple radio stations and local TV, and it drew national attention from NFL.com, ESPN.com, even the New York Times.

      The fallout from this effort was amazing: the Chiefs' organization had a digital transformation. They listened to their biggest customer, the fan base. Sure, they fired their GM and head coach, and they cut ties with an overpriced sloth of a quarterback (we still relish in helping accomplish that), but that wasn't the amazing thing. The Kansas City Chiefs' organization physically and mentally shifted into a fan-friendly culture.

      They rolled out “Chiefs Kingdom,” which serves as a universal rally cry to bring all fans back together. They were more positive in social interactions. They stopped banning people and started to listen, engage, and learn. In short form, it proved brands are capable of change.

      From a digital media perspective, the main takeaway here should be this: by creating experiences and publishing content that is engaging as well as entertaining, brands and marketers will build relationships with prospects and cement foundational relationships with brand loyalists.

      “As someone who has been involved in digital media and marketing since the late ‘90s, I don't think people set out to be marketed at in the social channel. Rather, you have to apply some ‘marketing psychology' to your message through various types of engagement,” says Marty McDonald, coconspirator of Save Our Chiefs and senior director of Strategic Development and Sales at G/O Digital. “Simply stated, your prospects and customers simply want to be a great guest at the dinner table of your brand. Treat them that way and they'll embrace your brand.”

      Fast forward to January 2016, the Chiefs 23-year playoff futility ended, when they won their first playoff game since 1993. Saved indeed.

      Optus in Australia

      In November 2014, Travis was traveling to Australia for the first time to speak at Ashton Media's conference, the Data Strategy Symposium, north of Sydney in an area known for its wine, Hunter's Valley. It's a great conference put on by Mark Abay and his Ashton team.8

Before travelling, Travis sent out a tweet to his friend @ChrisBrinkworth asking if T-Mobile had service there, as he was feeling a bit unprepared for international travel and need to figure out his SIM card situation. The local phone carrier, Optus, was doing some social listening and tuned into the conversation. Paolo from @optus (Figures P.8, 9, and 10) sent a couple of tweets to Travis, instructing him to drop by once he arrived in Sydney and they could set him up with their prepaid options.9

Figure P.8

Figure P.9

Figure P.10

      “Sweet,” Travis replied. “Nicely done. Consider this a conversion, Paolo.” He then recommended that Optus connect with @MiaD, my former boss at Symantec, who was also speaking at the same conference.

      Well, when Travis arrived in Sydney, he saw the Optus store and was ready to buy a SIM card for the trip. However, when Travis walked up to the store, an Optus employee, Jordan Zac, said, “Hello, Travis. Welcome to Australia. We've been waiting for you.”

“What?!” Travis was blown away (Figure P.11) by the customer service already. But wait, it gets better. Jordan handed Travis a huge Optus bag, and inside it were some Australian items, such as a six-pack of Victorian Bitter Beer, some flip-flops, some delicious Tim-Tam cookies, some Vegemite so he could make a sandwich, some other gadgets and gizmos, and, best of all, a free 4G hotspot with 10 GB of free data for the trip.

Figure P.11 Optus Australia

In case you were wondering if they had a system in place to serve others this way, they gave Mia Dand a similar experience (Figure P.12).

Figure P.12

      Optus gave Travis the free hotspot since Apple and T-Mobile wouldn't unlock his iPhone 5S, so they went the extra, extra mile and hooked him up. Talk about digital sense. Travis has been back to Australia twice since then, and guess which phone carrier he uses?

      The moral of these two stories is that digital sense goes both ways. It can infuriate a customer or inspire them. It is also possible to gain real momentum out of a major commitment to redeem your organization when you have failed to have digital sense in the past.

      The Genesis of This Book

      What you have in your hands right now is a book that will teach you how to keep up with the pace of change, keep your customer at the center of your decision processes, and inspire the people inside your organization to lead from wherever they are with more honed Digital Sense.

      Soon after the Chiefs incident in 2012, Travis and Chris were speaking on the same panel at the 2013 Denver Startup СКАЧАТЬ