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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 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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1000heads Shattering The Museum Monologue June09

  1. 1. Shattering the museum monologue WOM as the future of museum advocacy Molly Flatt (1000heads) Malaga 26 th June 09
  2. 2. I love social media
  3. 3. (I also love the real world)
  4. 4. Culture is a conversation
  5. 5. The Great Exhibition
  6. 6. The Not-So-Great Exhibition
  7. 7. So what’s WOM?
  8. 8. Word of mouth is ancient
  9. 9. We need to talk
  10. 10. In different ways
  11. 11. Why all the fuss?
  12. 12. Globalises Tribalises Amplifies Accelerates Quantifies Social media + WOM
  13. 13. It’s our Industrial Revolution
  14. 14. It’s massive <ul><li>Globally c. 1.5 billion people with PC and mobile Internet access </li></ul><ul><li>90% of Internet users interacting within 500,000,000+ social media sources </li></ul><ul><li>In 3 years predicted that 70% of online content will be user generated </li></ul>
  15. 15. It’s mainstream <ul><li>‘ Member communities’ (social networking and blog sites) overtaken personal email to become 4th most popular internet activity </li></ul><ul><li>Growth rate of more than twice that of the other 4 top sectors, accounting for 1 in every 11 minutes spent online </li></ul><ul><li>Greatest growth in Facebook is coming from 35-49 year olds (+24.1 million ) </li></ul><ul><li>Twice as many 50-64 year olds joining Facebook than under 18s </li></ul>http://blog.nielsen.com/nielsenwire/wp-content/uploads/2009/03/nielsen_globalfaces_mar09.pdf
  16. 16. 16% 60% of consumers trust corporate blogs trust consumer product ratings/reviews Forrester Research December 2008 It sells
  17. 17. How WOM works
  18. 18. 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
  19. 19. Social media Sustained positive WOM
  20. 20. Ear to the ground
  21. 21. The process
  22. 22. 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
  23. 23. Scapes virtual physical Consumer conversations WHERE IS YOUR BRAND’S SOCIAL CONFLUENCE?
  24. 24. Building evangelists
  25. 25. sustained Story Experience Brand advocacy BRAND EVANGELISTS relevant ethical
  26. 26. Applying insight “ Are we giving consumers something WE want them to talk about or something THEY wish to talk about and share ?”
  27. 27. 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
  28. 28. Understanding passions What inspires me? How can I experience a brand in a relevant way? What will turn me into a passionate advocate?
  29. 29. 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
  30. 30. Understanding ‘influence’
  31. 31. Effective ethics
  32. 32. Measurement
  33. 33. Volumes and polarity
  34. 34. Messaging synergy
  35. 35. Social media WOM ROI
  36. 36. Emotional spectra
  37. 37. Emotional engagement Emotions around brand Strength of engagement
  38. 38. Case study
  39. 39. 1000heads / V&A: The 7 th Syndikate
  40. 40. What next?
  41. 41. Sponsored conversation
  42. 42. Avoiding brand blah
  43. 43. Social media Blurring the lines
  44. 44. Inside out
  45. 45. The Last Word
  46. 46. a new fad, experimental or optional an offshoot of digital marketing about emailing bloggers Word of Mouth is not
  47. 47. 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
  48. 48. Like any relationship be in it for the long term be prepared to change
  49. 49. Molly.flatt@1000heads.com +44 7788 746642 She loves to talk

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