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MS&L: Influencing Communication


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MS&L: Influencing Communication

  1. 2. Why Word Of Mouth Matters: The Demise Of Consumer Trust <ul><li>In 1991, American institutions enjoyed the highest levels of public trust in over 15 years </li></ul><ul><ul><li>Watergate a distant memory </li></ul></ul><ul><ul><li>Decade of Reagan optimism </li></ul></ul><ul><li>It has taken another 15 years to push public trust to new lows </li></ul><ul><ul><li>Downsizing of early 1990s. </li></ul></ul><ul><ul><li>Monica-gate. Whitewater controversy. </li></ul></ul><ul><ul><li>Religious scandals. </li></ul></ul><ul><ul><li>Enron. Bursting Stock Bubble. 9/11. </li></ul></ul><ul><li>Out of necessity, consumers have filled the “Confidence Gap” with consumer conversations </li></ul>
  2. 3. Decade & A Half Slide In Institutional Confidence Point change since 1991 % saying have “a great deal of confidence in people running institution”: -3 -5 -8 +1 -13 -14 -18 -19 -24 <ul><li>Biggest drops: </li></ul><ul><li>Business </li></ul><ul><li>Politics </li></ul><ul><li>Press </li></ul>Source: NORC, General Social Survey, 9 of 13 items shown for space reasons; data from mid-decade
  3. 4. New Vision of PR <ul><li>21 st Century IM </li></ul><ul><li>Influence </li></ul><ul><li>1:1 communication </li></ul><ul><li>Third-party credibility … conversations </li></ul><ul><li>Entertainment </li></ul><ul><li>Viral messages </li></ul><ul><li>Digital </li></ul><ul><li>Cause platforms </li></ul><ul><li>Measurement = impact on sales </li></ul><ul><li>Focus on the consumer </li></ul><ul><li>Lead integrated big ideas </li></ul><ul><li>20 th Century PR </li></ul><ul><li>Coverage … by the pound </li></ul><ul><li>Mass communication </li></ul><ul><li>Third-party credibility … news </li></ul><ul><li>News </li></ul><ul><li>Press releases </li></ul><ul><li>“ Hard copies” </li></ul><ul><li>Charity ties </li></ul><ul><li>Measurement = counting impressions </li></ul><ul><li>Focus on brands </li></ul><ul><li>Tactical support for the advertising </li></ul>
  4. 5. The Fifth Revolution Political Industrial Entertainment Political Technological Consumer Empowerment
  5. 6. IM’s Focus: Influencing the Empowered Consumer credibility conversation Expertise in communicating to multiple audiences Power of 3rd party credibility Story telling both on and offline Knowledge of influencer culture
  6. 7. Credibility & Relevance <ul><li>Increase believability of product claims </li></ul><ul><li>Reframe value </li></ul><ul><li>Establish the need for benefit </li></ul><ul><li>Grow the category </li></ul><ul><li>Provide reassurance </li></ul><ul><li>Project aspirational image or lifestyle </li></ul><ul><li>Position brand as ‘part of my life’ </li></ul><ul><li>Make a brand locally relevant </li></ul><ul><li>Communicate shared values & interest </li></ul><ul><li>Bring emotional equities to life </li></ul>BUILDING CREDIBILITY INCREASING RELEVANCE
  7. 8. Five Types of Influencers ASPIRATIONALS THOUGHT LEADERS ENDORSERS CATALYSTS VESTEDS Why are they credible? Their name Their expertise Their reputation Their networks Inside knowledge What’s their role? Tastemakers Innovators Standard setters Resources Evangelists What’s most important? Status Substantiation Constituency Information Sales How to appeal to them? Help them stay ahead of the trends; pet charities Give them something unique to talk about Tell why their audience cares Help them be ‘in-the-know’ and ‘first-to-know’ Give them motivation to spread the word WHO Celebrities Stylists Socialites Experts Doctors Scientists Consumer Reports AARP PTA Moms Red Hat Society Clients Brand Loyalists Stakeholders
  8. 9. IM MS&L Toolbox ONLINE Blogger relations Viral marketing Influencer e-mailing Product reviews Message board seeding Online media outreach OFFLINE Influencer Mailing Network Outreach Credentialing/3 rd Party Celeb outreach IM Panels IM Mapping Street team sampling Event Marketing Guerilla Target
  9. 10. MS&L’s Special Tools <ul><li>IM Mapping: Uncovering new opportunities among the five types of Influencers </li></ul><ul><li>IM Panels: Formalizing and deploying an expert panel to gain influencer insights </li></ul><ul><li>IM Issues Management Map: Creating a methodical framework to tackle the client issue </li></ul>
  10. 11. <ul><li>Health/Healthcare </li></ul><ul><li>Pets </li></ul><ul><li>Environmental </li></ul><ul><li>Philanthropy </li></ul><ul><li>Automotive </li></ul><ul><li>Household products </li></ul><ul><li>Food & Cooking </li></ul><ul><li>Consumer Electronics </li></ul><ul><li>Moms/Parenting </li></ul><ul><li>Entertainment </li></ul><ul><li>Beverages/Beer </li></ul><ul><li>Luxury Goods/Jewelry </li></ul><ul><li>Beauty/Fashion </li></ul><ul><li>Teens </li></ul>Vertical Expertise: Online & Offline Consumer