THE CONVERSATION ECONOMY
JAMES HURMAN
APRIL 2009
60




50




40

                                                                           CSR SPEND

30




20




10

...
“TRUST IN CORPORATIONS IS NOW AT ITS LOWEST LEVEL SINCE TRACKING BEGAN.”
 WORLD ECONOMIC FORUM GLOBAL SURVEY 2005




    ...
WHY?
THE CONVERSATION ECONOMY
PEOPLE ARE SPENDING MORE TIME TALKING THAN LISTENING




     2500





     2000




                                    ...
SOME SAY WE’RE HAVING TOO MANY CONVERSATIONS
SOMETIMES, THE CONVERSATIONS ARE ABOUT YOU
SOMETIMES, THE CONVERSATIONS ARE ABOUT YOU
SOMETIMES, THE CONVERSATIONS ARE ABOUT YOU
SOMETIMES, THE CONVERSATIONS ARE ABOUT YOU
SOMETIMES, THE CONVERSATIONS ARE ABOUT YOU
THE TRUTH IS DEMOCRATISED…
…AND SEARCH ENGINE OPTIMISED…
…AND GOOGLE IS YOUR HOMEPAGE
“UP UNTIL 2002, 78% OF CONSUMERS SAID ADVERTISING WAS A GOOD WAY TO
 LEARN ABOUT NEW PRODUCTS. IN THE FOUR YEARS THAT FOLL...
PEOPLE BELIEVE THE CONVERSATIONS




               24%                       50%
                  OF PEOPLE BELIEVE    T...
PEOPLE BELIEVE THE CONVERSATIONS
PEOPLE ARE HAVING MORE CONVERSATIONS, WITH MORE PEOPLE, MORE OF THE TIME

THOSE CONVERSATIONS ARE OFTEN ABOUT OUR BRANDS

...
PEOPLE ARE HAVING MORE CONVERSATIONS, WITH MORE PEOPLE, MORE OF THE TIME

THOSE CONVERSATIONS ARE OFTEN ABOUT OUR BRANDS

...
PEOPLE ARE HAVING MORE CONVERSATIONS, WITH MORE PEOPLE, MORE OF THE TIME

THOSE CONVERSATIONS ARE OFTEN ABOUT OUR BRANDS

...
HOW DO WE MAKE SURE OUR BRANDS ARE PART OF THE CONVERSATION?
“PEOPLE DON’T READ ADS. THEY READ THINGS THAT INTEREST THEM. SOMETIMES
 THAT HAPPENS TO BE AN AD.”
 HOWARD GOSSAGE 1955
“PEOPLE DON’T TALK ABOUT BRANDS. THEY TALK ABOUT THINGS THAT INTEREST
 THEM. SOMETIMES THAT HAPPENS TO BE A BRAND.”
 HOWAR...
SUSAN BOYLE IS INTERESTING
INTERESTING INNOVATION CREATES CONVERSATION
HOW INTERESTING ARE YOU?
HOW INTERESTING ARE YOU?
HOW INTERESTING ARE YOU?
HOW INTERESTING ARE YOU?
HOW INTERESTING ARE YOU?
INTERESTING MARKETING CREATES CONVERSATION
HOW INTERESTING ARE YOU?
HOW INTERESTING ARE YOU?
HOW INTERESTING ARE YOU?
HOW INTERESTING ARE YOU?




“It’s the sort of ad I’d
talk about with friends”

NZ norm:                      23%

The Big...
HOW INTERESTING ARE YOU?
IN THE CONVERSATION ECONOMY IT’S VITAL TO BE INTERESTING
IN THE CONVERSATION ECONOMY IT’S VITAL TO BE INTERESTING

HOW DO YOU GO FROM JUST HAVING CONVERSATIONS TO MAKING THEM WORK...
EMBRACE THE CONVERSATION
JOIN THE CONVERSATION
TURN THE CONVERSATION
HARNESS THE CONVERSATION
THE CONVERSATIONAL FUTURE...
THE CONVERSATIONAL FUTURE...
THANK YOU
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The Conversation Economy

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My presentation at the 2009 Clemenger Digital Summit, Auckland, New Zealand.

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The Conversation Economy

  1. 1. THE CONVERSATION ECONOMY JAMES HURMAN APRIL 2009
  2. 2. 60
 50
 40
 CSR SPEND 30
 20
 10
 0
 1950s
 1960s
 1970s
 1980s
 1990s
 2002
 2004
 2006

  3. 3. “TRUST IN CORPORATIONS IS NOW AT ITS LOWEST LEVEL SINCE TRACKING BEGAN.” WORLD ECONOMIC FORUM GLOBAL SURVEY 2005 60
 50
 40
 CSR SPEND 30
 “I TRUST BUSINESS PEOPLE 20
 TO DO THE RIGHT THING MOST OR ALL OF THE TIME” 10
 0
 1950s
 1960s
 1970s
 1980s
 1990s
 2002
 2004
 2006
 SOURCE: YANKELOVICH 2006
  4. 4. WHY?
  5. 5. THE CONVERSATION ECONOMY
  6. 6. PEOPLE ARE SPENDING MORE TIME TALKING THAN LISTENING 2500
 2000
 HOURS SPENT WITH 1500
 BROADCAST MEDIA - TV, RADIO, PRESS ETC 1000
 HOURS SPENT WITH DIALOGUE MEDIA - INTERNET, CELLPHONES ETC 500
 0
 2001
 2002
 2003
 2004
 2005
 2006
 2007
 2008
 2009
 SOURCE: VSS FORECAST 2006
  7. 7. SOME SAY WE’RE HAVING TOO MANY CONVERSATIONS
  8. 8. SOMETIMES, THE CONVERSATIONS ARE ABOUT YOU
  9. 9. SOMETIMES, THE CONVERSATIONS ARE ABOUT YOU
  10. 10. SOMETIMES, THE CONVERSATIONS ARE ABOUT YOU
  11. 11. SOMETIMES, THE CONVERSATIONS ARE ABOUT YOU
  12. 12. SOMETIMES, THE CONVERSATIONS ARE ABOUT YOU
  13. 13. THE TRUTH IS DEMOCRATISED…
  14. 14. …AND SEARCH ENGINE OPTIMISED…
  15. 15. …AND GOOGLE IS YOUR HOMEPAGE
  16. 16. “UP UNTIL 2002, 78% OF CONSUMERS SAID ADVERTISING WAS A GOOD WAY TO LEARN ABOUT NEW PRODUCTS. IN THE FOUR YEARS THAT FOLLOWED, THAT FIGURE DROPPED TO 53%.” FORRESTER RESEARCH 2006
  17. 17. PEOPLE BELIEVE THE CONVERSATIONS 24% 50% OF PEOPLE BELIEVE TRUST WHAT THEY HEAR ABOUT COMPANIES TELL THE A COMPANY FROM THEIR TRUTH IN ADVERTISING FRIENDS AND PEERS SOURCE: YANKELOVICH
  18. 18. PEOPLE BELIEVE THE CONVERSATIONS
  19. 19. PEOPLE ARE HAVING MORE CONVERSATIONS, WITH MORE PEOPLE, MORE OF THE TIME THOSE CONVERSATIONS ARE OFTEN ABOUT OUR BRANDS OUR CUSTOMERS TRUST THOSE CONVERSATIONS MUCH MORE THAN THEY DO OUR MARKETING MESSAGES
  20. 20. PEOPLE ARE HAVING MORE CONVERSATIONS, WITH MORE PEOPLE, MORE OF THE TIME THOSE CONVERSATIONS ARE OFTEN ABOUT OUR BRANDS OUR CUSTOMERS TRUST THOSE CONVERSATIONS MUCH MORE THAN THEY DO OUR MARKETING MESSAGES PEOPLES’ PERCEPTIONS OF OUR BRANDS ARE BEING SHAPED MORE AND MORE BY CONVERSATIONS AND LESS AND LESS BY MARKETING MESSAGES
  21. 21. PEOPLE ARE HAVING MORE CONVERSATIONS, WITH MORE PEOPLE, MORE OF THE TIME THOSE CONVERSATIONS ARE OFTEN ABOUT OUR BRANDS OUR CUSTOMERS TRUST THOSE CONVERSATIONS MUCH MORE THAN THEY DO OUR MARKETING MESSAGES PEOPLES’ PERCEPTIONS OF OUR BRANDS ARE BEING SHAPED MORE AND MORE BY CONVERSATIONS AND LESS AND LESS BY MARKETING MESSAGES OH FUCK!
  22. 22. HOW DO WE MAKE SURE OUR BRANDS ARE PART OF THE CONVERSATION?
  23. 23. “PEOPLE DON’T READ ADS. THEY READ THINGS THAT INTEREST THEM. SOMETIMES THAT HAPPENS TO BE AN AD.” HOWARD GOSSAGE 1955
  24. 24. “PEOPLE DON’T TALK ABOUT BRANDS. THEY TALK ABOUT THINGS THAT INTEREST THEM. SOMETIMES THAT HAPPENS TO BE A BRAND.” HOWARD GOSSAGE 2009
  25. 25. SUSAN BOYLE IS INTERESTING
  26. 26. INTERESTING INNOVATION CREATES CONVERSATION
  27. 27. HOW INTERESTING ARE YOU?
  28. 28. HOW INTERESTING ARE YOU?
  29. 29. HOW INTERESTING ARE YOU?
  30. 30. HOW INTERESTING ARE YOU?
  31. 31. HOW INTERESTING ARE YOU?
  32. 32. INTERESTING MARKETING CREATES CONVERSATION
  33. 33. HOW INTERESTING ARE YOU?
  34. 34. HOW INTERESTING ARE YOU?
  35. 35. HOW INTERESTING ARE YOU?
  36. 36. HOW INTERESTING ARE YOU? “It’s the sort of ad I’d talk about with friends” NZ norm: 23% The Big V: 73% SOURCE: COLMAR BRUNTON 2008
  37. 37. HOW INTERESTING ARE YOU?
  38. 38. IN THE CONVERSATION ECONOMY IT’S VITAL TO BE INTERESTING
  39. 39. IN THE CONVERSATION ECONOMY IT’S VITAL TO BE INTERESTING HOW DO YOU GO FROM JUST HAVING CONVERSATIONS TO MAKING THEM WORK FOR YOU?
  40. 40. EMBRACE THE CONVERSATION
  41. 41. JOIN THE CONVERSATION
  42. 42. TURN THE CONVERSATION
  43. 43. HARNESS THE CONVERSATION
  44. 44. THE CONVERSATIONAL FUTURE...
  45. 45. THE CONVERSATIONAL FUTURE...
  46. 46. THANK YOU

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