Utilizing community feedback – Think with Google

[Alisha Marie]
Perfect, we are recording.

[Gail Tifford]
Okay.

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

[Alisha Marie]
professional

[Alisha Marie]
Youtuber, influencer, content creator.

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

[Gail Tifford]
Brand

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

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

[Alisha Marie]
that I’m

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

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

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

[Alisha Marie]
curious what you think about the term

[Alisha Marie]
health and wellness?

[Alisha Marie]
It sounds so broad and it means

[Alisha Marie]
something completely different to

[Alisha Marie]
everyone. What does it

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

[Gail Tifford]
wellness means is really my

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

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

Gail Tifford]
and ‘after’

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

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

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

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

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

[Alisha Marie]
wave of body positivity,

[Alisha Marie]
of people showing that, and showing

[Alisha Marie]
stretch marks, and showing real before

[Alisha Marie]
and afters, where

[Alisha Marie]
you have your leggings and you pose

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

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

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

[Alisha Marie]
health and fitness

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

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

[Alisha Marie]
of other people

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

[Alisha Marie]
actually believe, that I think speaks

[Alisha Marie]
volumes.

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

[Gail Tifford]
new audiences,

[Gail Tifford]
really coming right out to bust those

[Gail Tifford]
myths head on.

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

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

[Gail Tifford]
rallying around

[Gail Tifford]
your point of view around health and

[Gail Tifford]
wellness.

[Alisha Marie]
I think honestly trust is the biggest

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

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

[Alisha Marie]
who are

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

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

[Alisha Marie]
show them how

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

[Alisha Marie]
noise and so many articles and different

[Alisha Marie]
things being thrown at everyone

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

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

[Gail Tifford]
that is

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

[Gail Tifford]
think it’s really important that

[Gail Tifford]
in this day and age brands are

[Gail Tifford]
transparent. I think the thing about

[Gail Tifford]
YouTube and the video format of

[Gail Tifford]
storytelling

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

[Gail Tifford]
so compelling about the platform

[Gail Tifford]
is that authenticity and just

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

[Gail Tifford]
you, versus a perfectly photoshopped,

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

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

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

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

[Alisha Marie]
really like.

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

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

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

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

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

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

[Gail Tifford]
generation

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

[Gail Tifford]
do you

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

[Gail Tifford]
constantly

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

[Gail Tifford]
using them to generate

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

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

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

[Alisha Marie]
is that they love being included.

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

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

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

[Alisha Marie]
guys,

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

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

[Alisha Marie]
They love that so

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

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

[Gail Tifford]
actually

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

[Gail Tifford]
We started with our community.

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

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

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

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

[Gail Tifford]
members were like

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

[Gail Tifford]
weight. This is about,

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

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

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

[Gail Tifford]
supports that.

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

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

[Gail Tifford]
a luxury anymore,

[Gail Tifford]
and people need to take care of

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

[Gail Tifford]
the people around them.

[Alisha Marie]
I actually would love to hear your

[Alisha Marie]
perspective on

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

[Alisha Marie]
obviously that app and tool to do

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

[Gail Tifford]
like a real,

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

[Gail Tifford]
launched the app,

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

[Gail Tifford]
in the DNA of the brand,

[Gail Tifford]
it was really critical that we create

[Gail Tifford]
some sort of community within

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

[Gail Tifford]
it’s pretty similar to

[Gail Tifford]
to the community you have with your

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

[Alisha Marie]
is finding out that fans have become

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

[Alisha Marie]
online because of

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

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

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

[Alisha Marie]
that’s

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

[Gail Tifford]
keeps them going and it

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

[Gail Tifford]
and the support

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

[Gail Tifford]
journey with you.

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

[Alisha Marie]
such a boss

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

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

[Alisha Marie]
and completely turn a brand around for

[Alisha Marie]
the better, and

[Alisha Marie]
is just so open and honest with

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

[Alisha Marie]
to see where WW goes.

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

[Gail Tifford]
how she continues

[Gail Tifford]
to reinvent herself with her audience

[Gail Tifford]
and how they are

[Gail Tifford]
so welcoming and appreciating. I can

[Gail Tifford]
understand why millions of people

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

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

[Gail Tifford]
biggest fan from now on.

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

[Gail Tifford]
all of the noise

[Gail Tifford]
in the background so you can thank

[Gail Tifford]
Baby Kanga for that.