Key points: • Business of 'Broadcast Reversal': consumers as shareholders in brands, what corporations and co's alike now NEED to realize. That consumers are holding brands closer than before, with implications for business. • Consumers (and mobile) in control: Brands can no longer prescribe what folk think. They need to ‘breathe’ more and demonstrate a humility and willingness to engage in new ways. Consumers are already conversing about brands, yet many brands still choose to ignore this opting for ‘campaigning’ instead. • Small businesses leading the way... SMEs never lost the human touch. What can we learn from them as the build the new media landscape, leaving corporations behind. • Time to Kill the ‘Message’ once and for all... to open up more to consumers. Even 'Marketing' has become jaded as thinking remains limited to tactics and executions, not on favour and emotional engagement. We need to reinstate purpose and 'meaning' in all comms. • Word of Mouth is again the new playing field. Enabled by social and mobile, though led by consumers. Winners are creating warmth with consumers as they show they don’t pump ‘messages’, or seek ‘Likes’, instead engage and make sense in new and innovative ways.

1. The business of
Broadcast Reversal
Brands in the hands of consumers
@HubertGrealish
#websummit 17 October 2012
Creative & Communications, MPERA Media Consulting.

2. Welcome
“I want you to leave here
knowing less than when
you came in..!”
Tommy Tiernan … think less… feel more.
Irish comedian and social commentator.

3. Overview
Buildings & Brands - Me
 New Brand Paradigms
 Broadcast Reversal
 New Dynamics
 Implications &Opps
 You Too!
Brand Tree House

4. Brand Tree House
Reach out and connect
Quick tweet #WebSummitwith #BTH
1. Product or Service?
2. Seeking at DWS?
3. About You?

5. New Modern brand building
Brand Old New
Paradigms Messages
Static
Conversations
Dynamic
Saying Doing
Look & Feel Experience
Posing Authenticity
Simplicity Depth
Touch points Engagement
Audience Community
Transactional Relationship Based
Top-down Meaningful experience
Referencing John Grant,The Brand Innovation Manifesto (2011)

6. “Consumer demographics
Broadcast have overtaken conventional
Reversal branding efforts, redefining the
media landscape.”
Shift of power from publisher to public
Consumers humanising media directly

7. Listen Good Know your customers
Engage Me Share their interests
Personally
Consumer conversations are already
taking place…
Seek them out and join in.
Not all content needs to be branded.
Unbranded content has a role too.

8. Never mind “Word of
mouth
the Is the most
powerful
Message medium of all”
What‟s your
Word of Mouth…

9. Never mind “Most recommended
company in its
“Word of
mouth
the category grows
2.5 times the
Is the most
powerful
Message category average”
- Bain & Co. medium of all”
What‟s your
Word of Mouth…

10. Never mind “Most recommended
company in its
“Word of
mouth
the category grows
2.5 times the
Is the most
powerful
Message category average”
- Bain & Co. Bill Bernbach all”
medium of
“Two thirds
of the economy is
influenced
by personal
recommendation”
- McKinsey & Co.
What‟s your
Word of Mouth…

11. Consumers
Want to
Engage &
Feedback

12. Consumers
Want to
Engage &
Feedback
of consumers want
55% ongoing conversations
with companies and brands.
would feel more loyal
89% to a brand if they were invited to
take part in a feedback group.
And no, a Like
is not a Relationship
2012 American Express Survey of 1000 US consumers

13. Consumers
Want to
Engage &
Feedback
Of this 89% …
41% want companies to seek feedback.
37% would like new ways to interact
with brands via social media.

14. Where is  Pinterest41% of consumers share
branded content (35% Instagram)
Branded
 Mobile (Search/Social media) 50+%
Content Hot of internet use via mobile device.
Trend: 53+% keen to mobile purchase.
 Live experience – real brands
activations at events.
… Implications for human behaviour?

15. Content.  Intelligent Network - what can you
It‟s Your supply your company networks with to
speak about on your behalf.
Story
Regularly update narratives & stories.
 Keep talking and testing. Finish what
you start. Don‟t rest at „awareness‟.
 Relax certain rules. Develop brand
personas. Be human.

16. Brand Corporates: Allow personalities to breath.
Implications  Consumers: Activists react faster than Corps.
&Opps SMBs: Never lost the human touch.
 Engagement: Emotional connections require
emotional interaction.
 Campaigns: Global campaigns need to be tailored.
 Word of Mouth: Best live feedback you‟ll ever get.
Curated Content: Need for new media editors.

17. Share Your Story
Brand Tree House
Quick tweet #WebSummitwith #BTH
1. Product or Service?
2. Thoughts for DWS?
3. You?

18. “Be yourself, only
better (branded)”
Questions?
See you in Tweet Café
Thank you!
@HubertGrealish
Hubert.grealish@MPERA.com