0
WHY INVEST INSOCIAL?@CraigLeGrice
BECAUSE THAT’SWHERE YOURCONSUMER IS.@CraigLeGrice
THE END.@CraigLeGrice
SOCIETAL SHIFT.TRUST.@CraigLeGrice
SOCIALREFERRALMEANSCONSUMERRECOMMENDED.@CraigLeGrice
SUBSTANTIALEVIDENCE.TRUST ISDECLINING.@CraigLeGrice
1964:75% OFAMERICANSTRUSTED THEGOVERNMENT.@CraigLeGrice
2012:17% OFAMERICANSTRUST THEGOVERNMENT.@CraigLeGrice
TRUST INUNIVERSITIESHAS FALLENFROM 60%+ TOLESS THAN 30%.@CraigLeGrice
TRUST INMEDICALINSTITUTIONSHAS GONE FROM73% TO 29%. @CraigLeGrice
TRUST INJOURNALISM &ADVERTISING ISNOW JUST 14%FROM 29%.@CraigLeGrice
@CraigLeGriceMISTRUST MAP
EASIER TODESTROY THANCREATE.@CraigLeGrice
CONSUMERSNOW GO ONLINETO GAUGE TRUST.@CraigLeGrice
DEFERRAL TOINSTITUTIONSHAS GIVEN WAYTO REFERRAL TOPEOPLE.@CraigLeGrice
SOCIAL HASBECOME THENEW “TRUTHECONOMY”.@CraigLeGrice
2 BILLION1.7 BILLION900 MILLION1.4 BILLION1.5 BILLION@CraigLeGrice
@CraigLeGrice
83% OF MUMSDO ONLINERESEARCH AFTERSEEING A TV AD.@CraigLeGrice
@CraigLeGrice
70% LOOK ATPRODUCTREVIEWS BEFOREPURCHASING.@CraigLeGrice
@CraigLeGrice
79% OFCONSUMERS USEA SMARTPHONETO PURCHASE.@CraigLeGrice
ZMOTGOOGLE CALLSTHIS THE ‘ZEROMOMENT OFTRUTH’.@CraigLeGrice
WHAT WAS ONCEA MESSAGE ISNOW ACONVERSATION.@CraigLeGrice
1THINK BEYONDPUTTING YOURMESSAGE WHEREPEOPLE BUY. @CraigLeGrice
2PAY AS MUCHATTENTION TOWHAT PEOPLESAY AS YOU DO.@CraigLeGrice
3EVERY BUYER ISA POTENTIALREVIEWER.@CraigLeGrice
4LISTENING IS NOTA VANITY GAME.@CraigLeGrice
5PLAN FOR ZMOT.@CraigLeGrice
THANKSCRAIG LE GRICEGlobal Digital Lead, WPP Team P&G@craiglegricecraiglegrice.com@CraigLeGrice
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Wildfire 2012

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Shortly before its acquisition by Google, Wildfire Inc. asked me to speak at its summer event in London in 2012. My session focused on the media opportunities within the technology powered social landscape and I joined the expert panel to answer hard hitting questions from an engaged and curious audience of senior level marketers.

Published in: Business, Technology
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Transcript of "Wildfire 2012"

  1. 1. WHY INVEST INSOCIAL?@CraigLeGrice
  2. 2. BECAUSE THAT’SWHERE YOURCONSUMER IS.@CraigLeGrice
  3. 3. THE END.@CraigLeGrice
  4. 4. SOCIETAL SHIFT.TRUST.@CraigLeGrice
  5. 5. SOCIALREFERRALMEANSCONSUMERRECOMMENDED.@CraigLeGrice
  6. 6. SUBSTANTIALEVIDENCE.TRUST ISDECLINING.@CraigLeGrice
  7. 7. 1964:75% OFAMERICANSTRUSTED THEGOVERNMENT.@CraigLeGrice
  8. 8. 2012:17% OFAMERICANSTRUST THEGOVERNMENT.@CraigLeGrice
  9. 9. TRUST INUNIVERSITIESHAS FALLENFROM 60%+ TOLESS THAN 30%.@CraigLeGrice
  10. 10. TRUST INMEDICALINSTITUTIONSHAS GONE FROM73% TO 29%. @CraigLeGrice
  11. 11. TRUST INJOURNALISM &ADVERTISING ISNOW JUST 14%FROM 29%.@CraigLeGrice
  12. 12. @CraigLeGriceMISTRUST MAP
  13. 13. EASIER TODESTROY THANCREATE.@CraigLeGrice
  14. 14. CONSUMERSNOW GO ONLINETO GAUGE TRUST.@CraigLeGrice
  15. 15. DEFERRAL TOINSTITUTIONSHAS GIVEN WAYTO REFERRAL TOPEOPLE.@CraigLeGrice
  16. 16. SOCIAL HASBECOME THENEW “TRUTHECONOMY”.@CraigLeGrice
  17. 17. 2 BILLION1.7 BILLION900 MILLION1.4 BILLION1.5 BILLION@CraigLeGrice
  18. 18. @CraigLeGrice
  19. 19. 83% OF MUMSDO ONLINERESEARCH AFTERSEEING A TV AD.@CraigLeGrice
  20. 20. @CraigLeGrice
  21. 21. 70% LOOK ATPRODUCTREVIEWS BEFOREPURCHASING.@CraigLeGrice
  22. 22. @CraigLeGrice
  23. 23. 79% OFCONSUMERS USEA SMARTPHONETO PURCHASE.@CraigLeGrice
  24. 24. ZMOTGOOGLE CALLSTHIS THE ‘ZEROMOMENT OFTRUTH’.@CraigLeGrice
  25. 25. WHAT WAS ONCEA MESSAGE ISNOW ACONVERSATION.@CraigLeGrice
  26. 26. 1THINK BEYONDPUTTING YOURMESSAGE WHEREPEOPLE BUY. @CraigLeGrice
  27. 27. 2PAY AS MUCHATTENTION TOWHAT PEOPLESAY AS YOU DO.@CraigLeGrice
  28. 28. 3EVERY BUYER ISA POTENTIALREVIEWER.@CraigLeGrice
  29. 29. 4LISTENING IS NOTA VANITY GAME.@CraigLeGrice
  30. 30. 5PLAN FOR ZMOT.@CraigLeGrice
  31. 31. THANKSCRAIG LE GRICEGlobal Digital Lead, WPP Team P&G@craiglegricecraiglegrice.com@CraigLeGrice
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