News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
How Tina Fey inspired Ask.com to change
Ask.com has been on fire of late - company information shows a 35% increase in traffic as well as 2 million downloads of the Ask app. Yes, the growth can be attributed to a hard-working staff and a worthwhile product. But some of the increase can also be attributed to comedienne and Saturday Night Live alum Tina Fey. Here's how:
Kristina: Tell me how Tina Fey's book inspired Ask.com?
Lisa Kavanaugh, Ask.com Chief Technology and Product Officer: Amidst [the significant] growth, we were . . . executing well in the present but not planning for how we could really move the needle in the future. Doug Leeds, Ask.com CEO, happened to be reading Tina Fey's book and her references to improv struck a chord with him in terms of how they might help us get out of our rut. The idea of applied improv in the workplace is nothing new. But most companies offer employees something like a half-day workshop. They don't make it a cultural mandate. At Ask, that's exactly what we've done - everyone from the receptionist to the engineering and product department has gone through the training and still applies these skills to their work on a daily basis. In fact, every Friday, the whole office dedicates half the day to applying improv to our brainstorms.
Kristina: How is improv changing the way things work at Ask? And how can other businesses take this sort of change and work with it?
Lisa: One of the key tenets of improv is to be open, accepting, and appreciative of other's contributions, and build upon them. To create a safe environment for all ideas - no matter how crazy or off the wall. Because you're in that crazy nonsensical idea, there could be seeds of something valuable and real. So, at Ask, you're starting to see less "bullet-proofing" of ideas going on and overall more effective brainstorming, where the aim is to generate as many ideas as possible BEFORE you start filtering. Applying improv techniques in this manner can certainly work for any business or any sector looking to shake up how they do things. Initially it feels silly and awkward, but getting out of your comfort zone really does unlock a dormant part of your brain. I encourage everyone to give it a try!
- Facebook launches Event ads to appear in Newsfeeds
- UK: Online Christmas shopping to exceed £13 billion
- Top 3 retail tips to personalize across channels
- Expert Advice: Use in-store techniques to sell online
- Twitter helps agency campaigns take off with Flight School
- Top 3 tips to improve employee productivity
- Retailers: Why you need live online assistance for the 2014 holidays
- Top 3 tips to create better transactional email messages
Featured White Papers
- 5 Ways to Personalize Beyond the Subject Line
Many marketers are still using batch and blast tactics for their emails and are often limited in their personalization efforts...
- How to Maximize, Manage, and Measure Organic Search
Organic search delivers high-quality traffic and revenue with a high contribution margin. But organic search is hard, and it's getting...