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1000heads Shattering The Museum Monologue June09
 

1000heads Shattering The Museum Monologue June09

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Museums are conversations in themselves - forums for cultural collision and collaboration - but all too often they talk at their audiences without listening to what they really want. When peer to peer ...

Museums are conversations in themselves - forums for cultural collision and collaboration - but all too often they talk at their audiences without listening to what they really want. When peer to peer conversation is determining where people choose to spend their attention, money and time, museums need to be investing in word of mouth in a sustained and inspiring way. By explaining how global word of mouth specialists 1000heads help brands build advocacy within new audiences on and offline, Molly Flatt shows that WOM is not only hugely and measurably effective right now, but essential for the future survival of cultural institutions.

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  • Ask Qs about who reads blogs, blogs, microblogs, lifestreams etc. Did anyone watch the inauguration on CNN Live? – In fact, whole campaign great case study of using social media (on YouTube, Flickr, Facebook, Digg, LinkedIn, 500 million blogs August to Nov, 850,000 MySpace friends, 144,000 Twitter followers, posted update straight after nomination etc) Example that you need a great product, but tie it with emotional experiences, the right tone/approach and spreading it across people’s own venues, and it will have the greatest chance of going wild BUT (re NY Times article) also now struggling to turn it into sustained and authentic conversation
  • Innate human need to communicate RKM White Paper 2008 studied ants, bees, ravens and found “ that word of mouth communication is not a trivial activity we pursue merely to pass the time. Rather, communicating with each other is an inherent, inevitable, and largely beneficial activity that we engage in as a result of our genes” Moreover “ As primates establish and maintain social ties by physically grooming one another, our tendency to gossip may have developed as a tool for managing relationships. A British anthropologist notes that approximately two-thirds of peoples’ conversations concern social issues: “Who is doing what with whom, and whether it’s a good or bad thing; who is in and who is out, and why”
  • Innate human need to communicate RKM White Paper 2008 studied ants, bees, ravens and found “ that word of mouth communication is not a trivial activity we pursue merely to pass the time. Rather, communicating with each other is an inherent, inevitable, and largely beneficial activity that we engage in as a result of our genes” Moreover “ As primates establish and maintain social ties by physically grooming one another, our tendency to gossip may have developed as a tool for managing relationships. A British anthropologist notes that approximately two-thirds of peoples’ conversations concern social issues: “Who is doing what with whom, and whether it’s a good or bad thing; who is in and who is out, and why”
  • Innate human need to communicate RKM White Paper 2008 studied ants, bees, ravens and found “ that word of mouth communication is not a trivial activity we pursue merely to pass the time. Rather, communicating with each other is an inherent, inevitable, and largely beneficial activity that we engage in as a result of our genes” Moreover “ As primates establish and maintain social ties by physically grooming one another, our tendency to gossip may have developed as a tool for managing relationships. A British anthropologist notes that approximately two-thirds of peoples’ conversations concern social issues: “Who is doing what with whom, and whether it’s a good or bad thing; who is in and who is out, and why”
  • Innate human need to communicate RKM White Paper 2008 studied ants, bees, ravens and found “ that word of mouth communication is not a trivial activity we pursue merely to pass the time. Rather, communicating with each other is an inherent, inevitable, and largely beneficial activity that we engage in as a result of our genes” Moreover “ As primates establish and maintain social ties by physically grooming one another, our tendency to gossip may have developed as a tool for managing relationships. A British anthropologist notes that approximately two-thirds of peoples’ conversations concern social issues: “Who is doing what with whom, and whether it’s a good or bad thing; who is in and who is out, and why”
  • Innate human need to communicate RKM White Paper 2008 studied ants, bees, ravens and found “ that word of mouth communication is not a trivial activity we pursue merely to pass the time. Rather, communicating with each other is an inherent, inevitable, and largely beneficial activity that we engage in as a result of our genes” Moreover “ As primates establish and maintain social ties by physically grooming one another, our tendency to gossip may have developed as a tool for managing relationships. A British anthropologist notes that approximately two-thirds of peoples’ conversations concern social issues: “Who is doing what with whom, and whether it’s a good or bad thing; who is in and who is out, and why”
  • Anyone seen QI? Just the best e.g. of brand WOM In 1880s Duvelleroy created The Language of the Fan, effectively giving their product a whole new talkability and cleverly tapping into the passions and mores of the times
  • What became considered a romantic bit of historical culture was in fact a marketing ploy Duvelleroy revived Language of Fan ads in 1960s Today xx results on Google incl things like videos on YouTube
  • Innate human need to communicate RKM White Paper 2008 studied ants, bees, ravens and found “ that word of mouth communication is not a trivial activity we pursue merely to pass the time. Rather, communicating with each other is an inherent, inevitable, and largely beneficial activity that we engage in as a result of our genes” Moreover “ As primates establish and maintain social ties by physically grooming one another, our tendency to gossip may have developed as a tool for managing relationships. A British anthropologist notes that approximately two-thirds of peoples’ conversations concern social issues: “Who is doing what with whom, and whether it’s a good or bad thing; who is in and who is out, and why”
  • 2 different areas: brands having their own social media presence and using to talk to its consumers: can work well but other than on a v generalised level unsustainable, and can do a lot of damage if employees don’t know the environment etc Peer to peer, independent consumer WOM: this is what people trust, what they use to make their purchasing decisions and to build their image of a brand
  • WOM is not just verbal communication but a consequence of sensory experiences Nearly all WOM starts with an offline experience Except for the occasional website or viral and these are pretty unpredictable/rare Social media becomes the combustion zone for conversation ignited offline E.g. of seeing jet cleaner in street
  • V&A’s Cold War Modern Exhibition – a retrospective of Cold War living encompassing Architecture, Art/Film, Design and Politics, running from September 2008 to January 2009 achieved by actually recreating the tension, paranoia and ideological clashes of the era, immersing voices in the period and keeping conversation and content constantly relevant to the matter of the exhibition itself: decided on an ARG Cryptic email, agents unique code names and URLs, watermarked and geo-tagged images, online map refs London Lite and Metro no.s redirected to voicemail, reverse street graffiti and 2,000 stickers, Bluetooth etc 35 core agents alone produced 328 units across 50 scapes, exposed to 90,000 people, Evening Standard double spread
  • Our scapes model just gives an example of how to look at the different types of venue on the net But don’t forget this applies offline as well
  • 12 key voices were identified and engaged by WOM World to lead the campaign buzz from all corners of the globe, including the USA, Greece, Finland, Germany, Dominican Republic, Bahrain, India, UK, France and the Philippines Each challenge provoked voices to explore and create content around specific N96 features, and then map and compare their experiences on Nokia ViNe, a geo-based content tracking platform. Brand narrative uniquely enabled single campaign to stimulate conversation about several different Nokia products, services and issues without loosing any overall coherence or instant impact. Staggered, guided challenges ensured that content was as varied, positive and frequent as possible, producing high quality and entertaining results that others wanted to share and discuss. Over 200,000 engagements were generated by key voices during the challenge. 700 conversational units were generated by the 12 key voices in month one, and 84% of all WOM referred to Nokia, including extremely detailed reviews and showcases of individual N96 features and other Nokia services

1000heads Shattering The Museum Monologue June09 1000heads Shattering The Museum Monologue June09 Presentation Transcript

  • 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?
  • Sponsored conversation
  • Avoiding brand blah
  • Social media Blurring the lines
  • Inside out
  • The Last Word
  • a new fad, experimental or optional an offshoot of digital marketing about emailing bloggers Word of Mouth is not
  • at the heart of how we communicate, what we think and where we spend our time, money and attention based on experiences and emotional engagement measurably effective It is
  • Like any relationship be in it for the long term be prepared to change
  • Molly.flatt@1000heads.com +44 7788 746642 She loves to talk