1000heads Shattering The Museum Monologue June09

Shattering the museum monologue WOM as the future of museum advocacy Molly Flatt (1000heads) Malaga 26 th June 09

I love social media

(I also love the real world)

Culture is a conversation

The Great Exhibition

The Not-So-Great Exhibition

So what’s WOM?

Word of mouth is ancient

We need to talk

In different ways

Why all the fuss?

Globalises Tribalises Amplifies Accelerates Quantifies Social media + WOM

It’s our Industrial Revolution

It’s massive
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

It’s mainstream
‘ Member communities’ (social networking and blog sites) overtaken personal email to become 4th most popular internet activity
Growth rate of more than twice that of the other 4 top sectors, accounting for 1 in every 11 minutes spent online
Greatest growth in Facebook is coming from 35-49 year olds (+24.1 million )
Twice as many 50-64 year olds joining Facebook than under 18s
http://blog.nielsen.com/nielsenwire/wp-content/uploads/2009/03/nielsen_globalfaces_mar09.pdf

16% 60% of consumers trust corporate blogs trust consumer product ratings/reviews Forrester Research December 2008 It sells

How WOM works

Social media Online and offline Virtual Scapes Blah blah blah blah Physical Scapes Physical Scapes WOM ignition zone WOM combustion zone WOM ignition zone Blah blah blah blah Blah blah blah blah Blah blah blah blah Blah blah blah blah

Social media Sustained positive WOM

Ear to the ground

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

Scapes virtual physical Consumer conversations WHERE IS YOUR BRAND’S SOCIAL CONFLUENCE?

Building evangelists

sustained Story Experience Brand advocacy BRAND EVANGELISTS relevant ethical

Applying insight “ Are we giving consumers something WE want them to talk about or something THEY wish to talk about and share ?”

Not just bloggers Community language and rules New scapes driven by new behaviours On their own terms Understanding scapes Review Sites Podcast/vodcast network WIKIs Social Tagging Social networking Metaverses Newsgroups Blogscape Boardscape Micro Geo Normalised 105 Behaviours 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

Understanding ‘influence’

Effective ethics

Measurement

Volumes and polarity

Messaging synergy

Social media WOM ROI

Emotional spectra

Emotional engagement Emotions around brand Strength of engagement

Case study

1000heads / V&A: The 7 th Syndikate

What next?

1000heads Shattering The Museum Monologue June09

by 1000heads on Jun 29, 2009

Accessibility

Categories

Upload Details

Usage Rights

2 Embeds 3

Statistics

1000heads Shattering The Museum Monologue June09 — Presentation Transcript

http://www.slideshare.net	2
http://www.health.medicbd.com	1