Episode 023: Creating Community, Mark Schaefer, and Keurig K-Cups

Does every organization need a community? How Mark Schaefer, marketing expert, handles the influx of content today Customer Zero: Keurig tries to mandate customer loyalty     Does every organization need a community?     It seems the term “community” is tossed around a bit as a necessary part of building a business. But does every type of business require a customer community?     Adam & Jeannie discuss the merits of building a community for the blogger, the local coffee shop and the auto parts distributor. Or is customer service enough? Listen in to hear if they come up with an answer to this challenging question!     Discussion begins at 1:17.     Mark Schaefer, Marketing Expert, Author and Speaker     Mark discusses the idea of “content shock,” and how more content available actually makes it more difficult to communicate with customers. (The amount of information on the web is expected to increase 500%!)     Hear more about Mark’s perspective on the power of “content that moves” and his new book, The Content Code. It’s a lively conversation about the challenges of marketing today, social transmission and how Twitter brought Mark & Jeannie together back in the day!     Discussion begins at 5:34.     Customer Hero, Customer Zero: Keurig     Keurig is a Customer Zero for attempting to force loyalty with machines that only worked with their branded coffee pods, K-Cups.     Customers started posting video tutorials on how to hack the system almost immediately!   Discussion begins at 20:36.     People, Places, and Things from the Podcast:   Sponsor: Be Your Customer’s Hero– Adam’s new book walks through customer service beginning to end, including how to deal with difficult customers. Order today!       How to Sponsor   www.crackthecustomercode.com/sponsor       People, Places, and Things of the Podcast:     Mark W. Schaefer is a globally-recognized author, speaker, educator, and business consultant who blogs at {grow} – one of the top marketing blogs of the world. He teaches graduate marketing classes at Rutgers University and has written four best-selling books including The Tao of Twitter (the best-selling book on Twitter in the world) and Return On Influence, which was named one of the top business titles of the year by the American Library Association. His clients include Dell, Adidas, and the US Air Force. His most recent book, The Content Code, is available now! Twitter | Facebook | Google+  | LinkedIn Keurig Coffee Brewers & K-Cups           Take care of yourself and take care of your customers.   Learn more about your ad choices. Visit megaphone.fm/adchoices