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Talk @ or Talk 2.0? conversation matters Molly Flatt (1000heads)
| Date post: | 18-Oct-2014 |
| Category: |
Technology |
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Talk @ or Talk 2.0? conversation matters Molly Flatt (1000heads)
Word of mouth is ancient
We need to talk
In different ways
16% 60%of consumers trust corporate blogs
trust consumer product ratings/reviews
Forrester Research December 2008
It still works
Social media
Globally c. 1.5 billion people with
PC and mobile Internet access…
…90% of Internet users interacting
within 500,000,000+ social media
sources…
…in 3 years predicted that 70% of
online content will be user generated
Globalises
Tribalises
Amplifies
Accelerates
Quantifies
Globalises
Tribalises
Amplifies
Accelerates
Quantifies
Social media + WOM
Social mediaHow WOM works
Social mediaSensory experience
Virtual ScapesVirtual Scapes
Blah blah blah blah
Blah blah blah blah
Blah blah blah blah
Blah blah blah blah
Physical Scapes Physical Scapes
Blah blah blah blah
WOM ignition zoneWOM combustion zone
WOM ignition zone
Scapesvirtual physical
WHERE IS YOUR BRAND’S SOCIAL CONFLUENCE?
Consumer conversations
The process
What’s your conversational resonance?
Physical and virtual
Volume and context
Overview and trends
Sentiments and intentions
Triggers and opportunities
Influential people and places
Benchmarking against competition
Deep drilldown on sample conversation
Intelligent listening
Applying insight
“Are we giving consumers something
WE want them to talk about or something THEY
wish to talk about and share ?”
relevant
ethicalsustained
brand evangelists
Creative process
BRAND NARRATIVE
SENSORY MANIFESTATION
Voice Impact Index
Influential voicesConversational
core
Passion connectors
Cross Venue conversations
Influential venuesConversational core
Frontier conversations
Influential voicesFrontier
conversations
Orators
Review Sites
Podcast/vodcast network
WIKIs
Social Tagging
Social networkingMetaversesNewsgroupsBlogscapeBoardscape
Micro
Geo
Normalised
105
Behaviours
Scapes
Not just bloggers
Community language and rules
New scapes driven by new behaviours
On their own terms
Understanding scapes
Understanding passions
What inspires me?
How can I experience a brand in a relevant way?
What will turn me into a passionate advocate?
Understanding behaviours
Newsbreaker
Experimenter Detractor
Evangelist
Expert/Guru
Word of Mouth
I want to share in the brand.I want others to feel my passion
I need the scoop.Other people rely on me
I like using social media in pioneering ways. I can take you to new places
Knowledge is power. I know more about this subject than anyone.
Ask me for advice
I want you to share in my misery so you learn not to make the same mistake
Ethical
Sustained
Virtual and physical clusters
WOM core
WOM Frontier
Voices and venues relating to the core conversation
Fashion
Sport
Music
Gardening
Travel
Art
Food and drink
Automotive
History Nostalgia
Children
Film
Animals
Entertainment
Literature
Drama
Education
Technology
Communication
Business
LifestyleLanguage
CrimeFootball
Property
LeisurePhotography
Family
Resonant voices and venues
N96 Ninjas
N96 Ninjas
Building WOM advocates
Where to begin, I've recommended the N95 to about 15 friends, about 8 of which bought one on that recommendation. Plus, I've had about 20 to 30 messages from my readers who have bought various Nokia's
Building WOM advocates
Most, if not all my family now own a Nokia device, mainly down to myself highly recommending the Nokia brand
Measurement1000heads Co-measurement
VolumeSentimentReachPolarityConversational interactionWOM rippleScape presenceVoice activityUnderstanding
FootfallSalesEnquiriesWebsite visitorsReferral logs over timeStated intent (polarity)RecommendationsFrontier conversations
a new fad
an offshoot of digital marketing
about emailing bloggers
Word of Mouth is not
at the heart of how we communicate, what we think and what we buy
based on experiences
measurably effective
It is
Like any relationshipbe in it for the long term
be prepared to change
