Utilizing community feedback – Think with Google

0:01 [Alisha Marie] Perfect, we are recording. 0:11 [Gail Tifford] Okay. 0:16 [Alisha

0:01

[Alisha Marie]
Perfect, we are recording.

0:11

[Gail Tifford]
Okay.

0:16

[Alisha Marie]
Hey, my name is Alisha Marie. I am a

0:19

[Alisha Marie]
professional

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[Alisha Marie]
Youtuber, influencer, content creator.

0:22

[Gail Tifford]
Hi everybody. I’m Gail Tifford, the Chief

0:24

[Gail Tifford]
Brand

0:25

[Gail Tifford]
Officer at WW, formerly Weight Watchers,

0:28

[Gail Tifford & Alisha Marie]
I’m so excited to be here. I’m so honored

0:29

[Alisha Marie]
that I’m

0:32

[Alisha Marie & Gail Tifford]
able to be here with Gail. She said it

0:33

[Gail Tifford]
great. Should I just go in?

0:42

[Alisha Marie]
Thank you so much for being here. I’m

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[Alisha Marie]
curious what you think about the term

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[Alisha Marie]
health and wellness?

0:47

[Alisha Marie]
It sounds so broad and it means

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[Alisha Marie]
something completely different to

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[Alisha Marie]
everyone. What does it

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[Alisha Marie & Gail Tifford]
necessarily mean to you? For me, what

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[Gail Tifford]
wellness means is really my

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[Gail Tifford]
mind, body, and soul kind of all working

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[Gail Tifford]
together. We’ve banned the words ‘before’

1:01

Gail Tifford]
and ‘after’

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[Gail Tifford]
because we feel like it’s kind of dirty. So

1:06

[Gail Tifford]
we talk about it as ‘now’ and ‘then.’

1:10

[Alisha Marie]
For a fitness and health brand to say,

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[Alisha Marie]
“Hey, you’re beautiful no matter what size

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[Alisha Marie]
you are,” no one’s doing that. I love this

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[Alisha Marie]
wave of body positivity,

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[Alisha Marie]
of people showing that, and showing

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[Alisha Marie]
stretch marks, and showing real before

1:20

[Alisha Marie]
and afters, where

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[Alisha Marie]
you have your leggings and you pose

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[Alisha Marie]
like a fitness pose, but then you put

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[Alisha Marie]
them down and show that. I think

1:27

[Alisha Marie]
that’s what people are missing in the

1:28

[Alisha Marie]
health and fitness

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[Alisha Marie]
industry, and I love that you guys are

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[Alisha Marie]
really tapping into that when not a lot

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[Alisha Marie]
of other people

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[Alisha Marie]
are. To see a brand doing it because they

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[Alisha Marie]
actually believe, that I think speaks

1:38

[Alisha Marie]
volumes.

1:40

[Gail Tifford]
We’re really focused on, as we talk to

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[Gail Tifford]
new audiences,

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[Gail Tifford]
really coming right out to bust those

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[Gail Tifford]
myths head on.

1:47

[Gail Tifford]
When I look at your community, they’re

1:49

[Gail Tifford]
rallying around you, but they’re also

1:51

[Gail Tifford]
rallying around

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[Gail Tifford]
your point of view around health and

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[Gail Tifford]
wellness.

1:55

[Alisha Marie]
I think honestly trust is the biggest

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[Alisha Marie]
thing. I think getting, like you said, a

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[Alisha Marie]
more diverse audience, you know, people

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[Alisha Marie]
who are

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[Alisha Marie]
super into fitness, as well as people who

2:02

[Alisha Marie]
have never worked out in their life to

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[Alisha Marie]
show them how

2:05

[Alisha Marie]
it is for everyone. Again, there’s just so

2:09

[Alisha Marie]
noise and so many articles and different

2:11

[Alisha Marie]
things being thrown at everyone

2:14

[Alisha Marie]
all the time, so people are just looking

2:15

[Alisha Marie & Gail Tifford]
for honesty. You talked about trust and

2:17

[Gail Tifford]
that is

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[Gail Tifford]
at the core of what our brand is, and I

2:21

[Gail Tifford]
think it’s really important that

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[Gail Tifford]
in this day and age brands are

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[Gail Tifford]
transparent. I think the thing about

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[Gail Tifford]
YouTube and the video format of

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[Gail Tifford]
storytelling

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[Gail Tifford]
you can’t photoshop videos. That is what

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[Gail Tifford]
so compelling about the platform

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[Gail Tifford]
is that authenticity and just

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[Gail Tifford]
you know people really being able to see

2:45

[Gail Tifford]
you, versus a perfectly photoshopped,

2:47

[Gail Tifford & Alisha Marie]
you know, edited photo. Thinking back to

2:48

[Alisha Marie]
the 90s for instance, that would have

2:50

[Alisha Marie]
been a brand’s worst nightmare is

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[Alisha Marie]
getting video footage of what it’s

2:53

[Alisha Marie]
really like.

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[Alisha Marie]
However, now it’s the complete opposite

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[Alisha Marie]
and using that to your advantage to show

3:00

[Alisha Marie]
‘hey, this is real results.’ Watch this

3:01

[Alisha Marie]
video, it’s not photoshop.

3:03

[Gail Tifford]
We’re learning a lot from our members,

3:04

[Gail Tifford]
but we’re also learning a lot from your

3:07

[Gail Tifford]
generation

3:08

[Gail Tifford]
I mean with your subscribers growing, how

3:10

[Gail Tifford]
do you

3:11

[Gail Tifford]
use them as a feedback tool? Like are you

3:13

[Gail Tifford]
constantly

3:15

[Gail Tifford]
hearing what they have to say and then

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[Gail Tifford]
using them to generate

3:20

[Gail Tifford & Alisha Marie]
ideas around content? I’ve learned so

3:22

[Alisha Marie]
much from my viewers over the years,

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[Alisha Marie]
and I think one of the number one things

3:26

[Alisha Marie]
is that they love being included.

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[Alisha Marie]
Whether it’s using the same hashtag.

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[Alisha Marie]
Whether it’s even you just being active

3:31

[Alisha Marie]
and liking, or even just asking them ‘hey

3:33

[Alisha Marie]
guys,

3:34

[Alisha Marie]
I’m really torn. Which song do you like

3:36

[Alisha Marie]
better?’ What do you like?

3:38

[Alisha Marie]
They love that so

3:40

[Alisha Marie & Gail Tifford]
much. When we were

3:41

[Gail Tifford]
moving from Weight Watchers to WW, we

3:43

[Gail Tifford]
actually

3:45

[Gail Tifford & Alisha Marie]
did the same thing. Oh my god!

3:46

[Gail Tifford]
We started with our community.

3:48

[Alisha Marie]
They’re the ones who are telling their

3:49

[Alisha Marie]
friends about me. They’re the ones who

3:53

[Alisha Marie]
giving me video ideas and telling me ‘hey,

3:54

[Alisha Marie & Gail Tifford]
you should do this.’ Overwhelmingly, our

3:56

[Gail Tifford]
members were like

3:58

[Gail Tifford]
we think this is so much more than just

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[Gail Tifford]
weight. This is about,

4:01

[Gail Tifford]
you know, our overall wellness and it’s

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[Gail Tifford]
about what you put into your body, but

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[Gail Tifford]
how you move your body, and how your mind

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[Gail Tifford]
supports that.

4:10

[Gail Tifford]
What we see happening is that health and

4:11

[Gail Tifford]
wellness has become a necessity. It’s not

4:13

[Gail Tifford]
a luxury anymore,

4:15

[Gail Tifford]
and people need to take care of

4:17

[Gail Tifford]
themselves so that they can take care of

4:19

[Gail Tifford]
the people around them.

4:22

[Alisha Marie]
I actually would love to hear your

4:24

[Alisha Marie]
perspective on

4:26

[Alisha Marie]
having an app, and what you envision

4:29

[Alisha Marie]
obviously that app and tool to do

4:30

[Alisha Marie & Gail Tifford]
with your brand? The brand started out

4:33

[Gail Tifford]
like a real,

4:34

[Gail Tifford]
in real life community. And then, when we

4:36

[Gail Tifford]
launched the app,

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[Gail Tifford]
because of the fact that those communities are really

4:40

[Gail Tifford]
in the DNA of the brand,

4:43

[Gail Tifford]
it was really critical that we create

4:45

[Gail Tifford]
some sort of community within

4:46

[Gail Tifford]
the apps, a virtual community. I can imagine

4:48

[Gail Tifford]
it’s pretty similar to

4:50

[Gail Tifford]
to the community you have with your

4:51

[Gail Tifford & Alisha Marie]
followers. The number one thing I love so

4:55

[Alisha Marie]
is finding out that fans have become

4:56

[Alisha Marie]
best friends because of me. Like they met

4:58

[Alisha Marie]
online because of

4:59

[Alisha Marie]
my videos, and now they’re best friends.

5:01

[Alisha Marie]
And I can only imagine it being the

5:02

[Alisha Marie]
exact same way for WW, and I think

5:04

[Alisha Marie]
that’s

5:06

[Alisha Marie & Gail Tifford]
such an awesome tool. You know it

5:09

[Gail Tifford]
keeps them going and it

5:10

[Gail Tifford]
is, you know, you feed off the energy

5:12

[Gail Tifford]
and the support

5:14

[Gail Tifford]
of people who are on the exact same

5:15

[Gail Tifford]
journey with you.

5:20

[Alisha Marie]
I learned so much today. I think Gail is

5:22

[Alisha Marie]
such a boss

5:24

[Alisha Marie]
lady, and I love how transparent she was.

5:26

[Alisha Marie]
Seeing how she’s been able to come

5:27

[Alisha Marie]
and completely turn a brand around for

5:29

[Alisha Marie]
the better, and

5:31

[Alisha Marie]
is just so open and honest with

5:33

[Alisha Marie]
everything, I’m really excited just

5:36

[Alisha Marie]
to see where WW goes.

5:38

[Gail Tifford]
I loved speaking to Alisha today. I love

5:40

[Gail Tifford]
how she continues

5:42

[Gail Tifford]
to reinvent herself with her audience

5:44

[Gail Tifford]
and how they are

5:46

[Gail Tifford]
so welcoming and appreciating. I can

5:50

[Gail Tifford]
understand why millions of people

5:52

[Gail Tifford]
follow her every day, and I think that I

5:54

[Gail Tifford]
am probably going to be her number one

5:56

[Gail Tifford]
biggest fan from now on.

5:57

[Gail Tifford]
Well this is the reason why you heard

6:00

[Gail Tifford]
all of the noise

6:07

[Gail Tifford]
in the background so you can thank

6:08

[Gail Tifford]
Baby Kanga for that.