192 Chapter Ten Umpqua Bank our values, but we also created a branded ice-cream truck that went around play- ing great music and handing out free ice cream. It created an opportunity to talk with people as it drove through neighbourhoods and business parks. It was prob- ably the best thing we could have done to introduce who we are and in a way that was very human. Random acts of kindness Occasionally we will have mass random acts of kindness initiatives and measure success by how many people were involved. But mainly we don't measure; it is gut instinct. We just know that if you do something nice for somebody, by and large most people are going to think well of you and they might go and tell somebody else. What has that cost me? It cost me $1.50 for a coffee, $15 for a bouquet of flowers or $30 for a lunch. Now, that kind of investment allows me to internally create a simple contagious process that allows random acts to occur, and externally it drives natural word of mouth. Occasionally we do try and put some markers down to measure it, but it's mainly gut instinct, and we've seen over time that it pays off. Get in the flow of social media