word of mouth
DESCRIPTION
We are all talking about the consumer revolution...how consumers are now becoming marketers for brands. However, when we look into this, is it really a new trend? Digital has certainly played a part in accelerating the process, so what are the fundimental rules we should look at?TRANSCRIPT
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Where is the future of
advertising?
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There isn’t one!
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In a ‘traditional’ format
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“Communications are changing”Source: Any strategist you happen to talk to 2004-2008
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We are also now in ‘remote’ control and have the ability to switch off
A desire to be spoken with rather than to
We demand a different relationship from advertising
We have greater choice
We have more channels
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It's a consumer revolution – a demanding but liberating shift. The rise of this powerful consumer boss marks one of the most important milestones in the history of
branding.CEO of P&G
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“People don’t trust businesses the way they used to….For the first time we found that the most trusted sources were ‘a person such as yourself or a peer’. World events have led to that and blogging has led to that”Steve Rubel, quoted in the Guardian, March 20th, 2006
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Advertisers are facing a new challenge -
How to penetrate the peer to peer network
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Or is this actually new?
If we track trends over time we find a
different story
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1775Paul Revere
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1946Tupperwar
e
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1978-1986My babysitter
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2008My lunch
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“People don’t need advertising to tell them about new products anymore”Source: Same pesky strategists as earlier 2004-2008
But they never did!
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Word of mouth / peer to peer is not new…its just
taking a different form
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“Brands are not facing a different challenge, just
one which has been made more prominent by the
digital world”Source: Me
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Word of mouth has been replaced with…
…“word of mouse”
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And consumers are
not short of ways to
spread the message
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One person has the ability to influence thousands
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So, what are the guidelines to successful communications in this connected world?
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Engage rather than interrupt
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Say the right things, in the right tone, using the right language at the right time
Simply… be liked!
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Brands need to communicate with consumers more…
…on their level, using their
terms
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Get the brand body language right
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"Body language is essential. Just to be free, to use it like your voice. A
body can be small and have incredible violence. A body talks".
Anne Parillaud
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7% spoken word38% tone of voice
55% body language
Communication is:
Source: Mehrabian
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7% what brands say38% how brands say it
55% where brands say it
Communication is:
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7% content38% communications
55% how to bring the comms to life
Communication is:
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Brands tend to focus on the 7% rather than 93% when planning communications
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How to make the 93% work
better for brands
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22% letting go…let the consumer take the lead
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14% ask the consumer what they want
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17% deliver what they ask for
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23% offer more than the standard…engage and entertain
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12% speak to consumers on their level…don’t preach
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5% speak to them when
they want to be spoken to
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When is the ‘primetime’
anymore?
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Concentrating on making the
93% work harder helps the 7% to be
heard
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The most important thing in communication is to hear what
isn’t being saidPeter Drucker 1909-2005
Because…
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It’s the 100% that drives the connection
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And it’s human nature to surround ourselves with brands that we
trust,
understand,
feel part of,
and believe in
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Only then will consumers embrace and spread the word