communications planning

in the age of conversation

Ivan PollardNaked Communications

1

“brands becoming part of conversations”

Blake Chandlee

“ripples are free”Richard Connell

“which conversation?”Richard Connell

“why do we need an ad agency in this new world?”

Andrew Needham

2

“they will find out at the pub that the film was crap”

Blake Chandlee

“we do stuff that’s fun to do together”

Mark Earls

“consumers are more in control of their relationship with brands”

Andrew Needham

“help copying to happen”

Mark Earls

3

all this stuff all works together

4

3rd rate

5

“Advertising is the art of saying the most compelling thing to the largest number of the right people in the right way at the right time, at the lowest possible cost”

David Ogilvy, 1963

“Communications is about the skill of building the most compelling connection withthe largest number of the right people in the right way at the right time, at the lowest possible cost”

Will Collin, Naked, 2000

6

7

communications planning

is just like sex

8

whoare you trying to do it to

whenare you most likely to be able to do it

wherewill it have the most effect

howare you going to do it so they remember it

how muchis it going to cost you

9

but the game has also changed

10

11

same sport

same goal

changed rules

different game

12

SpeedPower Ability

13

it all went digital

14

digital is not a thing it is a capability

15

Power of WOM19% of people choose

brand solely due to recommendation.

Source: Millward Brown, WOM Influence Study 2005

92% of people cite WOM as their best source for product

ideas.

Source: GfK NOP/Roper

The stated impact of known contacts is twice as important to people than the impact company

led info.

Source: Millward Brown, WOM Influence Study, 2005

69% of people are likely to purchase on the back of advice.

Source: Talk TrackTM, Keller FayGroup, 2006

WOM is the most influential media for all

ages.

Source: BIGresearch release of their Simultaneous Media Usage

Survey (SIMM VII) 2005

68% of people trust other people “like

themselves”.

Source: Edelman Trust Barometer

16

Most of us eat 4 spiders a year ...

17

18

A Brief History of Talk

19

A Brief History of Talk

20

“...word of mouth might be more than 5 times as powerful than television advertising.”

BBDO Spokesperson, 2007

21

"A bad experience can result in one customer telling nine other people

about that experience, whereas when it is a great experience, they are likely

to tell five other people."Gap Busters Worldwide - Customer Experience Survey 2008

22

"there is evidence that firms with an NPS higher than the competition have

higher growth potential…."Source: Harvard Business Press 2008

How the Net Promoter Score can drive growth by Fred Reichfeld

23

24

Who is the Maven?

25

Social Clubbing

26

hyper-connected

27

archived

28

searchable

29

30

31

32

33

be usefulor

be entertaining

34

talkProduct Experience Secrets

35

hearsex money power football

36

tellThings Phrases Tools

37

good news ...

it is still about sex

38

propagate prop’a-gat, vt to increase by natural process; to multiply; to pass on; to transmit; to spread from one to another; to increase (obs).

t ’ t t t i bt

TTooTTTT PPrrPPP oooppaaappp gggaa aaaagggg tttaaa eettt

39

Propagation Planning

40

propagation planning made’u-p term, vtthe idea that you no longer plan on the first contact made between the content and the user. You plan beyond to model (and invest behind) the way those first affected go on to influence and affect others

PROPAGATION PLANNING

41

transmedia planning boll’o-kz, vt the practice of spreading all or part of your story across various touchpoints in such a way that the engaged can pick bits up, repurpose them, repackage them and then propagate them.

transmedia planning boll o kz, vt theti f di ll t f t

transmedia planning boll’o-kz, vt the

TRANSMEDIA PLANNING

42

Wonderbra

Cadbury’s Gorilla

Wonderbra Bon Jovi

Glove Puppet50 Cent

X-Factor

43

44

45

46

47

48

49

and this is what they talked about ...

50

multiple

models

many

conversations

!"#$%&'$()*+,&%-$.)

51

now talk amongst yourselves

Thank YouThank You

52