The Passion Conversation: Understanding, Sparking, and Sustaining Word of Mouth Marketing -- Copyright -- Content -- Preface: A Note from the Authors -- Introduction: The Passion Conversation is a Love Story -- Chapter 1: Understanding Word of Mouth Marketing -- Every Marketing Problem is a People Problem -- Ditch Your Title -- Forget Marketing Problems -- Every Marketing Solution Must Focus on People -- If You Don't Love People, Get Out of Marketing-Period -- Let's Revisit the Future of Word of Mouth Marketing -- It's About the Passion Conversation -- Marketers Do Not Decide What Gets Talked About-People Do -- Conversation Leads to Consideration -- People Believe People They Know and Trust -- Sometimes You Want to Be Invisible and Indescribable -- Provide More -- Promote Less -- Meet Ursa Major -- Kitchen Table Passion -- Chapter 2: Sparking Word of Mouth Marketing -- Let's Un-Geek a Little Smart Research Together -- The Word of Mouth Opportunity -- What Motivations Spark Conversations? -- There are Three Motivations That Spark Conversations About Brands and Organizations -- Share Information

Another Important Point About Online Conversations: They are Intermittent and Sporadic -- Offline Conversations, However, are Flowing and Continuous -- When Does Conversation Become Advocacy? -- People Talk About Things They are Passionate About -- How to Make the Most of the Love Stories You are About to Hear -- Be Open to Finding Your Cause -- Chapter 3: Heroes: A Love Story -- Addiction is an Equal-Opportunity Employer -- Today's World is a Connected World -- The Heroes in Recovery Community Begins Internally -- The Journey Box -- Lead the Way -- Anonymity is Not Secrecy -- There's Power in Just Being There -- Connections are a Powerful Force -- How Do You Measure Success? -- Uncovering the Passions Within Your Team -- Ask the Following Questions to Help Spark a Meaningful Discussion -- Dear ________, You are My Hero -- Ask the Following Questions to Help Spark a Meaningful Discussion -- What's Our Cause? -- Ask the Following Questions to Help Spark a Meaningful Discussion -- Chapter 4: The Fitness Rebellion: A Love Story -- It Was Time to Change the Fitness Conversation -- It's About People, Stupid -- Togetherness is The Key -- Meet Anya's Little Whiteboard -- Working With People is Messy -- Mirror, Mirror on the Wall -- Ask the Following Questions to Help Spark a Meaningful Discussion -- Now, Show Your Organization's Logo and Have the Same Discussion -- Winsday Celebration -- Ask the Following Questions to Help Spark a Meaningful Discussion -- Now Create Your Own Winsday -- Function Junction -- While They are Out Playing -- When You Return and Gather -- Chapter 5: The Driven Class: A Love Story -- Role Models and Encouragement are Power -- Sometimes a Community Names Itself -- We Were Searching for Leaders Whose Plates are Really Full -- It's The Right Thing to Do -- How Do We Carry the Torch Forward?.

A Community Has to Be Ready to Connect and Evolve -- Speaking of Connections … -- Sparking Word of Mouth in the Classroom -- A Community is About People -- How Can You Really Measure the Roi of Dave? or Tamiera? or Anyone? -- Would You Be Missed? -- Gather a Small Group for 30 Minutes, and Answer the Following Questions -- Breaking Schemas -- Find It and Bust It Open -- Find the Founders' Story -- These Questions Might Help the Team Get Started -- Chapter 6: Wonderopolis: A Love Story -- The Power of Show-and-Tell -- It's Not Just About Kids -- Creating a Three-Legged Stool -- Going Beyond a Name -- On October 4, 2010, Wonderopolis Was Born -- Ready to Wonder -- Jumpstarting Early Interest -- Trusting the Journey -- Comments are a Gift -- Growing the Community -- Evolving and Growing in Year Two -- People are the Messengers -- Responding is Part of the Magic -- Most Marketers are Still Looking for Volume -- Valuing Relationships Leads to Numbers and More -- Appreciating the Intangibles -- Why Finding the Passion Conversation Inside Your Organization Matters -- Just One Thing -- Use the Following Questions to Spark a Group Discussion -- The Passion Wall -- Use the Following Questions to Spark a Group Discussion -- Love Bomb Your Customers -- Ask the Following Questions to Help Spark a Meaningful Discussion -- Chapter 7: Sustaining Word of Mouth Marketing -- What Gets Measured Gets Manufactured -- Another Thing Marketers Get Wrong -- Open Hearts Can Happen to You -- And Guess What-You Can Do it, Too -- Can Every Organization Find the Passion Conversation? -- Here's Something You Must Be Willing to Hear -- Want to Know a Secret to Long-Term Success? -- What Do You Do When You're "on to Something Powerful"? -- Here's One Last Moment of Truth Telling -- Bibliography -- Acknowledgments -- About the Authors -- Index.