Coke Zero vs. "The Beverly"

So, I did it.

We were in the tasting room at the World of Coke. All the Accelerator students kept telling me how great this “Beverly” beverage is and that I should give it a try. Now, I’m guessing this is a total trap, but I’m a good sport and I’m thinking… “how bad can this be…”

Well, it was HORRIBLE!

The camera crew was standing there, ready to capture my expression. I thought I’d share it with you. My all time favorite beverage is Coke Zero – Accelerator students will tell you I’m never without one in my hand. I immediately found a Coke Zero to “cleanse the palate.” The Beverly is not for me.

If you want to see our photo library, you may do so at http://picasaweb.google.com/VanderbiltAccelerator

Michael Burcham
Faculty Director, Accelerator 2009

World of Coke

We arrived in Atlanta at 4:00 PM and checked into the Marriott. We loaded our buses again about 5:15 and headed downtown Atlanta to the World of Coke. What an amazing place! From the movies (3-D!) to the iconography, to the tasting room - the entire experience was a total Wow!

After our visit to this shrine to the Coca-Cola brand, we then shared a meal with the Coca-Cola Enterprises team to get acquainted and talk about tomorrow's launch of their project. We ended the day about 10 PM and returned to the hotel.

We'll launch the Coca-Cola project tomorrow AM!

If you want to see our photo library, you may do so at http://picasaweb.google.com/VanderbiltAccelerator

Michael BurchamFaculty Director, Accelerator 2009

Day 18: June 15, 2009 - The Challenge

The Challenge:

To create a Social Media strategy for BCBST and Gordian that protects an individual’s right to privacy while providing the opportunity to link to others either at the work place or from home to share relevant information about wellness and illness.

The strategy should utilize social media tools and applications to engage individuals interested in specific topic areas on an opt-in basis. The strategy’s overarching concept should be on transforming BCBST and Gordian’s interaction method from a Business to Business (B2B) methodology to a Business to Consumer (B2C) methodology. It should include methods for gaining access to resources and expert opinions as well as allowing individuals to track their own progress toward goals. An effective strategy will incorporate methods that will dynamically assess and present the value of the service. Specific deliverables from our teams:

• Suggest what type of Social Media tools or applications might be effective for BCBST and Gordian brands when engaging consumers.
• What elements should be included in a Social Media platform?
• Identify key needs of selected segments of our target audience and how to best engage them in this new platform.
• Propose a structure that addresses disease and wellness, expert content, conversation, informational postings, and other media that might be relevant
• Suggest a plan to roll out or pilot the platform in Tennessee; specify the relevant population(s)
  

After lunch, we were provided a tour of this impressive campus. We finished the final Q&A about 1:30, said our farewells, and headed toward Atlanta. We’ll see the Gordian and BCBST team again next Tuesday when we provide them our recommendations.

If you want to see our photo library, you may do so at http://picasaweb.google.com/VanderbiltAccelerator

Michael Burcham
Faculty Director, Accelerator 2009

Day 18: June 15, 2009 - BCBST & Gordian Health Solutions Launch

It’s another Manic Monday…

By 7:00 AM (Eastern Time I might add), we were all dressed and loading the buses with luggage. We rolled out the hotel parking lot at 7:45 AM and arrived at the Cameron Hill campus of BlueCross BlueShield of Tennessee about 8:00 AM. What an impressive place!

One of the largest building projects in the history of Chattanooga, BCBST’s new corporate headquarters consists of five buildings and a total of 950,000 square feet. Over 1,428,165 pounds (714 tons) of structural steel was used to construct the buildings that stand 73’ high. This glass and steel structure is not only breathtaking – its design embraces the health and wellness philosophy of BlueCross BlueShield of Tennessee.

By 8:30 AM, we had cleared security, downed our first cups of coffee and juice, and were underway with the BCBST and Gordian project. Chris Hunter, Danny Timblin, Rod Wolford, Janet McConnell, Linda Andreae, Jed Dodd, Phil Hadden, Eric Rosenfeld and Tim Wade provided insight into the project while additional members of the team helped with Q&A and provided individual coaching to the Accelerator teams.

If you want to see our photo library, you may do so at http://picasaweb.google.com/VanderbiltAccelerator

Michael Burcham
Faculty Director, Accelerator 2009

Day 17: June 14, 2009 - On Top of the Mountain

We arrived at the Lookout Mountain Golf Club about 6:00 PM. What an absolutely beautiful setting for an evening with Gordian Health Solutions and BlueCross BlueShield of Tennessee. Chris Hunter, CEO of Gordian, had key members of his team there (Jed Dodd, Phil Hadden, Eric Rosenfeld, Tim Wade) along with key members of the BCBST team (Linda Andreae, Danny Timblin and many others – too numerous to mention). All in all, we had about 20 folks from this client there to get to know our teams and set the stage for this important project. It was a very impressive group.

We enjoyed a fantastic meal following by a briefing on the project with Chris Hunter and his team. Each of the Gordian and BCBST team introduced themselves and shared their passion and vision for this project – it was a fantastic way to launch our engagement. Following dinner, the Accelerator teams had the opportunity to spend some one-on-one time with these folks. We took the above photo just as the sun was setting over the mountains of East Tennessee. It was one of those evenings that you just don’t want to come to an end…

We headed back to the hotel – the Chattanoogan – about 9:00 PM. We officially launch the project in the morning at the new BlueCross BlueShield of Tennessee campus.

If you want to see our photo library, you may do so at http://picasaweb.google.com/VanderbiltAccelerator

Michael Burcham
Faculty Director, Accelerator 2009

Day 17: June 14, 2009 - Road Trip to Chattanooga

Sunday is here – everyone gets a few extra hours of sleep!
We began today at 11:00 AM.

Arriving with luggage in hand, we got everything loaded on our 2 charter buses. Mellow Mushroom arrived with pizzas. Our teams devoured 27 pizzas in about 30 minutes. It was something to watch.

With our tummy full of carbohydrates – we boarded the buses for the 2 hour drive to Chattanooga, TN. We’re on our way to launch our healthcare project with Gordian Health Solutions and BlueCross BlueShield of Tennessee. This is going to be a fantastic opportunity for our teams to get immersed in President O’Bama’s healthcare initiative and to design ways for Gordian and BCBST to extend their business model directly to the consumer using social media.

Within 20 minutes of our departure, most everyone was asleep. This picture captures the essence of the bus ride – Rachel, Lily, Mallory and Anna are all fast asleep (so is everyone else). We arrived in Chattanooga about 4 PM. We checked in the hotel, freshened up, and headed up the to the top of Lookout Mountain to the Golf Club for an dinner with Gordian Health Solutions and BlueCross BlueShield of Tennessee.

If you want to see our photo library, you may do so at http://picasaweb.google.com/VanderbiltAccelerator

Michael Burcham
Faculty Director, Accelerator 2009

Let off Steam!

Ever have that moment when you're caught by the camera and you think, what the heck - let's just ham it up! Thomas Bernstein, our Accelerator camera man, videographer, and all around technology coach caught this candid of Stacie Pawlicki during team session.

Stacie tells me it was a combination of too much coffee and shear excitement for the Sony project... It was just too good to resist.

If you want to see our photo library, you may do so at http://picasaweb.google.com/VanderbiltAccelerator

Michael Burcham
Faculty Director, Accelerator 2009