Conversational Capital

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Word of Mouth.

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Conversational Capital

  1. 1. How to create stuff people to talk about
  2. 2. “People
will
talk.
 And,
they
should
be
 talking
+ve
about
 you.
Let
the
 conversa<ons
 begin…”
 Malkeet Singh Storyteller
  3. 3. A simplified approach on how to capitalize on the word of mouth generated by consumers and get users to talk about your brand.
  4. 4. Like this… I’m driving Lamborghini Murcielago. Want to marry me? YES, I DO!
  5. 5. REMEMBER “ • simple approach • straight to the point • love your brand • and be ‘cool’ when you talk ”
  6. 6. We’re
 • We
B E L I E V E 
in
being 
 outstanding
  7. 7. We’re
 Is the work done? When can I get it? Ok, midnight… • We
B E L I E V E 
in
being 
 Just send over. I’ll wait! relentless
  8. 8. We’re
 • We
B E L I E V E 
in
being 
 fearless
  9. 9. We’re
 • We
B E L I E V E 
in
being 
 unbound
  10. 10. We’ve just re- invented ourselves to write the next chapter in agency history. We generate new profit opportunities for our customers.
  11. 11. Our uncanny insights, innovations & methods facilitate: • CEO’s
to
connect
 
 SO COOL their
business
to
the
 customer.
 • Marketers
to
 
 become
more
 effec<ve
&
engaging.
 • Innovators
to
 
 iden<fy
the
next
 COOL? opportunity
or
niche.

  12. 12. Daddy was saying it’s easy… hic hic WE CHALLENGE EVERY BARRIER TO BUSINESS SUCCESS.
  13. 13. So… Ready to STOP wasting $$$ on “great ads” & START building great experiences for your customers?
  14. 14. CONSUMERS likely to be vocal, committed advocates of an experience WHEN it means something to them. So good huh? Mommy has finished up my GJC drink…
  15. 15. tells why peers talk about an experience to their families, friends & coworkers.
  16. 16. “ WORD OF MOUTH is peer meditated & has more authority. ”
  17. 17. It
is…
 What
is

  18. 18. I know Grandma trusts me…
  19. 19. Now you know how to make you become part of currency? YES! When
a
brand
becomes
part
of
 that
currency,
the
brand’s
 value
increases
exponen<ally.
 COOL That’s
the
capital
part
of
 DUDE! Conversa<on
Capital.

  20. 20. EIGHT engines of Conversational Capital that amplify a consumers experience.
  21. 21. 1. Rituals •  When
rituals
become
 WOW, she’s part
of
your
experience,
 so hot! it
makes
them
more
 memorable & worthy of
 conversa<on.
 •  Initiation
is
a
special
 subset
of
ritual.
 •  Making
a
brand
 important
by
the
 routines that surround
it.


  22. 22. 2. Exclusive Product Offering • Consumers
demand
 
 customization & differentiation.
 • Making
a
brand
 
 standout
by
its
 uniqueness.
 
“The
more
an
experience
belongs
to
me
and
me
 alone,
the
more
powerful
it
will
be
–
and
the
more
 inclined
I
will
be
to
talk
about
it”

  23. 23. 3. Myths He’s my man, by • Stories
set
brands
 
 the way! apart
because
they
are
  important
in
the
 identity
forming
and
 affirmation
process.
 • Making
a
brand
 
 meaningful
with
its
 story
&
mythology.

  24. 24. 4. Relevant Sensory Oddity • Observed
when
a
consumer
 
 experiences
surprises
&
 delights
a
full
range
of
senses.
 • Resonates
with
the
 
 consumers
experience
in
a
 meaningful
way.
 • Making
a
brand
remarkable
 
 with
peculiarity.
 Awesome! He loves KFC too. Thanks God! 
  25. 25. 5. Icons Signs & symbols that clearly demarcate a consumption experience from any other. They range from design features to familiar logos & product symbols. • Icons
are
extremely
 
 efficient
heuristics.
 • Making
a
brand
 
 recognizable
with
 imagery
&
iconography
.
 No wonder my beetle in the farm is so famous. 
  26. 26. 6. Tribalism • Group affiliation is
a
massive
part
of
iden<ty
 
 determina<on.
 • Conversa<onal
Capital
grows
when
you
facilitate
the
 
 forma<on
of
tribes
&
tribal
behavior.
 • Making
a
brand
essential
for
consumers
to
belong with 
 others.
  27. 27. Victoria Secret’s What group they belong to?
  28. 28. 7. Endorsement • Works
when
credible
members
of
a
tribe
put
out
their
 
 reputa<ons
on
the
line
to
stand behind an experience.
 • Different
than
celebrity endorsement which
is
paid
for.
 
 • Peer
endorsement
has
its
roots
in
deep satisfaction & 
 relevance
turning
consumers
into
brand advocates.
 • Making
a
brand
influen<al
by
evangelists
who
preach
 
 for
it.

  29. 29. I tell you,HUGGIES diaper is good. It makes you feel like you’re not wearing it at all. My mom is so great !
  30. 30. 6. Continuity • Posi<ve
word
of
mouth
is
the
result
of
con<nuity
between
 
 your
experience

(who are you),
how
you
communicate
that
 experience
(who you say you are)
&
how
consumers
feel
 about
the
experience
(who people say you are)

 • Making
a
brand
trustworthy
by
delivering
what
it
 
 promises.

  31. 31. Say what it promises!
  32. 32. Implementing Conversational Capital Assemble multi-disciplinary Enhance creativity & encourage insight. Conversational Capital audit Generate insight Question your brand’s DNA & customers’ needs Reinvention of the brand I know it’s sexy word of mouth. But it’s picture! Don’t try to taste anything from her lips. READ!
  33. 33. Exercise Creativity By Using the engines of conversational Getting your story straight capital as your guide. Ask yourself where you can create Multiply your cultural references. the most market discontinuity.
  34. 34. Exercise Creativity By Manipulate time Challenge the status quo Spot the Borrow from unfulfilled other categories need
  35. 35. Implement your solution by packaging your idea, building a prototype, monitoring your progress, roll out your experience and improve your work.
  36. 36. Works • Consumers
are
presented
with
 
 These rich more
choices
than
ever
before.
 experiences • In
presence
of
<me
constraints,
 
 consumers
are
now
more
 are what get sophis<cated
&
discrimina<ng
.
 • As
they
become
more
 
 talked about. sophis<cated,
consumers
naturally
 turn
to
experiences
that
are
richer
in
 meaning.

  37. 37. “ We have now moved from what we call the low saliency experience era to the high saliency experience age. By saliency, we mean impact, depth of consumer interaction with the product or message, and meaning. The more an experience is salient, the greater its capacity to reach, involve ” and move the consumer.
  38. 38. Do we have a Social Media Revolution on our hands? Let’s
see
for
ourselves….

  39. 39. The Social Media Revolution Number of people that are a part of a social network is growing exponentially which is allowing a message to reach more people at a faster rate. Buyers now more than ever like to be well informed. They seek out the opinions & feedback from others like themselves. Awesome! Let’s continue
  40. 40. Social media is shifting the way we communicate as it is a lot more convenient for users & promotes conversation at anytime, anywhere allowing consumers to share their brand & product experiences. Social networks are a new medium for consumers to communicate their message. Companies need to ensure that these messages are positive.
  41. 41. Social Media Revolution Conversational Capital understands importance of peer mediated word of mouth & aims to provide marketers with a deeper understanding of what encourages a consumer to talk about their experiences with a product or brand.
  42. 42. I’m kidding, I won’t make you talk by this way!
  43. 43. Social Media Revolution It is imperative in today’s time as globally we are experiencing a revolution in the way we all communicate. Companies need to invest the time to create more valuable experiences for consumers – this will create more loyalty & will encourage a consumer to positively talk about your brand.
  44. 44. Trust me, cheating will just make you got slap! Be true to your lover! But.. Which one by the way?
  45. 45. Word of Mouth is now evolving into the “World of Mouth”. Your message is now accessible to someone half way across the world. The reach is infinite & the content is live forever.
  46. 46. By utilizing the EIGHT engines of Conversational Capital, we can have a guided approach to make sure that the communication is positive.
  47. 47. @ WORK
  48. 48. @ WORK a leading PR agency, researched role of conversations in purchasing power of women. • Female
consumers
are
multi-minded & have little 
 time
for
commercial
messages.
 • Women
use
shortcuts
to
get
right
 
 informa<on
for
their
purchase
decisions.

  49. 49. Don’t use this shortcut! Ok, ladies? Good girls!
  50. 50. By the way, ARE YOU STILL WITH ME?
  51. 51. Cool! Let’s continue!
  52. 52. •  Before women go shopping they go CROPing seek out Credible Opinions from influencers, opinion leaders in their families or communities for advice. •  Friends & family top the credible sources list for women across food, consumer electronics & consumer- packaged good categories.
  53. 53. To evoke a positive experience for a Call me to find out c o n s u m e r, y o u r MORE brand needs to communicate a salient , resonant message that adds 100% MONEY BACK residual value to a GUARANTEE FOR user. CHECKING IF What’s MINE IS REAL! yours???
  54. 54. Thanks God, we have done our Conversation!
  55. 55. Is Your Brand Worth Their Time?
  56. 56. How to create stuff people to talk about Presented by
  57. 57. THANK YOU

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