Ivan Pollard London In Prague 151008

2,968 views

Published on

Ivan Pollard London In Prague 151008

Published in: Business, Technology

Ivan Pollard London In Prague 151008

  1. 1. communications planning in the age of conversation Ivan Pollard Naked Communications 1
  2. 2. “ripples are free” Richard Connell “brands becoming part of conversations” Blake Chandlee “why do we need an ad agency in this new world?” Andrew Needham “which conversation?” Richard Connell 2
  3. 3. “we do stuff that’s fun to do together” Mark Earls “they will find out at the pub that the film was crap” Blake Chandlee “help copying to happen” Mark Earls “consumers are more in control of their relationship with brands” Andrew Needham 3
  4. 4. all this stuff all works together 4
  5. 5. 3rd rate 5
  6. 6. “Communications “Advertising is the is about the skill art of saying the of building the most compelling most compelling thing to the connection with largest number of the largest the right people in number of the the right way at right people in the the right time, right way at the at the lowest right time, possible cost” at the lowest possible cost” David Ogilvy, 1963 Will Collin, Naked, 2000 6
  7. 7. 7
  8. 8. communications planning is just like sex 8
  9. 9. who are you trying to do it to when are you most likely to be able to do it where will it have the most effect how are you going to do it so they remember it how much is it going to cost you 9
  10. 10. but the game has also changed 10
  11. 11. 11
  12. 12. same sport same goal changed rules different game 12
  13. 13. Power Speed Ability 13
  14. 14. it all went digital 14
  15. 15. digital is not a thing it is a capability 15
  16. 16. Power of WOM 69% of people are 19% of people choose likely to purchase on brand solely due to the back of advice. recommendation. Source: Talk TrackTM, Keller Source: Millward Brown, WOM FayGroup, 2006 Influence Study 2005 92% of people cite 68% of people trust WOM as their best other people “like source for product themselves”. ideas. Source: Edelman Trust Source: GfK NOP/Roper Barometer WOM is the most The stated impact of known influential media for all contacts is twice as important to ages. people than the impact company led info. Source: BIGresearch release of their Simultaneous Media Usage Source: Millward Brown, WOM Influence Survey (SIMM VII) Study, 2005 2005 16
  17. 17. Most of us eat 4 spiders a year ... 17
  18. 18. 18
  19. 19. A Brief History of Talk 19
  20. 20. A Brief History of Talk 20
  21. 21. “...word of mouth might be more than 5 times as powerful than television advertising.” BBDO Spokesperson, 2007 21
  22. 22. quot;A bad experience can result in one customer telling nine other people about that experience, whereas when it is a great experience, they are likely to tell five other people.quot; Gap Busters Worldwide - Customer Experience Survey 2008 22
  23. 23. quot;there is evidence that firms with an NPS higher than the competition have higher growth potential….quot; Source: Harvard Business Press 2008 How the Net Promoter Score can drive growth by Fred Reichfeld 23
  24. 24. 24
  25. 25. Who is the Maven? 25
  26. 26. Social Clubbing 26
  27. 27. hyper- connected 27
  28. 28. archived 28
  29. 29. searchable 29
  30. 30. 30
  31. 31. 31
  32. 32. 32
  33. 33. 33
  34. 34. be useful or be entertaining 34
  35. 35. talk Product Experience Secrets 35
  36. 36. hear sex money power football 36
  37. 37. tell Things Phrases Tools 37
  38. 38. good news ... it is still about sex 38
  39. 39. pagate o r To P propagate prop’a-gat, vt to i t t t increase bby ’ t natural process; to multiply; to pass on; to transmit; to spread from one to another; to increase (obs). 39
  40. 40. Propagation Planning 40
  41. 41. PLANN ON PR OPAGATI ING propagation planning made’u-p term, vt the idea that you no longer plan on the first contact made between the content and the user. You plan beyond to model (and invest behind) the way those first affected go on to influence and affect others 41
  42. 42. IA PLAN D E TRA M NING NS transmedia planning boll’o-kz, vt boll o kz, the practice of spreading all or part of your story across ti f di ll tf t various touchpoints in such a way that the engaged can pick bits up, repurpose them, repackage them and then propagate them. 42
  43. 43. Wonderbra Bon Jovi 50 Cent Glove Puppet Cadbury’s Gorilla X-Factor 43
  44. 44. 44
  45. 45. 45
  46. 46. 46
  47. 47. 47
  48. 48. 48
  49. 49. 49
  50. 50. and this is what they talked about ... 50
  51. 51. multiple many conversations models !quot;#$%&'$()*+,&%-$.) 51
  52. 52. Thank You now talk amongst yourselves 52

×