The Conversation Economy
Post on 06-May-2015
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THE CONVERSATION ECONOMY JAMES HURMAN APRIL 2009
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CSR SPEND
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1950s 1960s 1970s 1980s 1990s 2002 2004 2006
SOURCE: YANKELOVICH 2006
“I TRUST BUSINESS PEOPLE TO DO THE RIGHT THING MOST OR ALL OF THE TIME”
CSR SPEND
“TRUST IN CORPORATIONS IS NOW AT ITS LOWEST LEVEL SINCE TRACKING BEGAN.” WORLD ECONOMIC FORUM GLOBAL SURVEY 2005
WHY?
THE CONVERSATION ECONOMY
SOURCE: VSS FORECAST 2006
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2001 2002 2003 2004 2005 2006 2007 2008 2009
HOURS SPENT WITH BROADCAST MEDIA - TV, RADIO, PRESS ETC
HOURS SPENT WITH DIALOGUE MEDIA - INTERNET, CELLPHONES ETC
PEOPLE ARE SPENDING MORE TIME TALKING THAN LISTENING
SOME SAY WE’RE HAVING TOO MANY CONVERSATIONS
SOMETIMES, THE CONVERSATIONS ARE ABOUT YOU
SOMETIMES, THE CONVERSATIONS ARE ABOUT YOU
SOMETIMES, THE CONVERSATIONS ARE ABOUT YOU
SOMETIMES, THE CONVERSATIONS ARE ABOUT YOU
SOMETIMES, THE CONVERSATIONS ARE ABOUT YOU
THE TRUTH IS DEMOCRATISED…
…AND SEARCH ENGINE OPTIMISED…
…AND GOOGLE IS YOUR HOMEPAGE
“UP UNTIL 2002, 78% OF CONSUMERS SAID ADVERTISING WAS A GOOD WAY TO LEARN ABOUT NEW PRODUCTS. IN THE FOUR YEARS THAT FOLLOWED, THAT FIGURE DROPPED TO 53%.” FORRESTER RESEARCH 2006
24% OF PEOPLE BELIEVE COMPANIES TELL THE TRUTH IN ADVERTISING
50% TRUST WHAT THEY HEAR ABOUT
A COMPANY FROM THEIR FRIENDS AND PEERS
SOURCE: YANKELOVICH
PEOPLE BELIEVE THE CONVERSATIONS
PEOPLE BELIEVE THE CONVERSATIONS
PEOPLE ARE HAVING MORE CONVERSATIONS, WITH MORE PEOPLE, MORE OF THE TIME
THOSE CONVERSATIONS ARE OFTEN ABOUT OUR BRANDS
OUR CUSTOMERS TRUST THOSE CONVERSATIONS MUCH MORE THAN THEY DO OUR MARKETING MESSAGES
PEOPLE ARE HAVING MORE CONVERSATIONS, WITH MORE PEOPLE, MORE OF THE TIME
THOSE CONVERSATIONS ARE OFTEN ABOUT OUR BRANDS
OUR CUSTOMERS TRUST THOSE CONVERSATIONS MUCH MORE THAN THEY DO OUR MARKETING MESSAGES
PEOPLES’ PERCEPTIONS OF OUR BRANDS ARE BEING SHAPED MORE AND MORE BY CONVERSATIONS AND LESS AND LESS BY MARKETING MESSAGES
PEOPLE ARE HAVING MORE CONVERSATIONS, WITH MORE PEOPLE, MORE OF THE TIME
THOSE CONVERSATIONS ARE OFTEN ABOUT OUR BRANDS
OUR CUSTOMERS TRUST THOSE CONVERSATIONS MUCH MORE THAN THEY DO OUR MARKETING MESSAGES
PEOPLES’ PERCEPTIONS OF OUR BRANDS ARE BEING SHAPED MORE AND MORE BY CONVERSATIONS AND LESS AND LESS BY MARKETING MESSAGES
OH FUCK!
HOW DO WE MAKE SURE OUR BRANDS ARE PART OF THE CONVERSATION?
“PEOPLE DON’T READ ADS. THEY READ THINGS THAT INTEREST THEM. SOMETIMES THAT HAPPENS TO BE AN AD.” HOWARD GOSSAGE 1955
“PEOPLE DON’T TALK ABOUT BRANDS. THEY TALK ABOUT THINGS THAT INTEREST THEM. SOMETIMES THAT HAPPENS TO BE A BRAND.” HOWARD GOSSAGE 2009
SUSAN BOYLE IS INTERESTING
INTERESTING INNOVATION CREATES CONVERSATION
HOW INTERESTING ARE YOU?
HOW INTERESTING ARE YOU?
HOW INTERESTING ARE YOU?
HOW INTERESTING ARE YOU?
HOW INTERESTING ARE YOU?
INTERESTING MARKETING CREATES CONVERSATION
HOW INTERESTING ARE YOU?
HOW INTERESTING ARE YOU?
HOW INTERESTING ARE YOU?
“It’s the sort of ad I’d
talk about with friends”
NZ norm: 23%
The Big V: 73%
SOURCE: COLMAR BRUNTON 2008
HOW INTERESTING ARE YOU?
HOW INTERESTING ARE YOU?
IN THE CONVERSATION ECONOMY IT’S VITAL TO BE INTERESTING
IN THE CONVERSATION ECONOMY IT’S VITAL TO BE INTERESTING
HOW DO YOU GO FROM JUST HAVING CONVERSATIONS TO MAKING THEM WORK FOR YOU?
EMBRACE THE CONVERSATION
JOIN THE CONVERSATION
TURN THE CONVERSATION
HARNESS THE CONVERSATION
THE CONVERSATIONAL FUTURE...
THE CONVERSATIONAL FUTURE...
THANK YOU
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