This document discusses the rise of gossip and word-of-mouth marketing as traditional media declines. It notes that word-of-mouth and gossip are among the fastest growing marketing segments, expected to grow at a 27% compound annual rate. The document then provides definitions and benefits of gossip management, stating that brands can increase sales through effectively managing gossip. It outlines different approaches to creating and maintaining gossip, either by accident or by design, and notes that defining objectives, tracking sources, and media engineering are keys to successful gossip management.

1. Gossip
Management
Gossip management
should be based on holistic
approach

2. Gossip Management

3. The Long Slow Decline into Irrelevance
Perhaps a premature
announcement, but why wait.
2009 Anticipated Declines:
- 15% Newspapers
- 13% Consumer Magazines
- 10% Terrestrial Radio
- 4% Network TV
Source: Jack Myers Media Report

4. Smart Marketers are Now Rethinking Traditionally Held
Views...

5. Crisis requires radical shifts in thinking

6. The Fastest Growing Marketing/Media
Segments
Expected 5 year
Compound Annual Growth Rate
Word of Mouth/Gossip 27%
Internet/Mobile 14%
Branded Entertainment 13%
Custom Publishing 11%
Out of Home 10%
Source: Veronis Suhler Stevenson

7. Gossip is Catching On…in All Its Forms
Buzz Marketing Customer Collaboration Social Media Brand Communities
Influencer Marketing Influencer Marketing Social Networks Referral Programs
User Generated Grassroots/Cause Experiential Viral
Content Marketing Marketing Marketing

8. Fact - Most Traditional Media is an Inefficient Cost…
…Gossip is a Wise Investment

9. Why
Gossip Management
Deserves Your
Consideration
In Communication

10. Definition of Gossip Management

11. Benefit of Gossip Management…..

12. In noise competition, brand’s gossip increase, it’s a
battle for share image

13. Gossip can increase sales

14. Gossip By Accident
There are five key themes emerging to create and maintaining
gossip, there are:
01 02 03 04
Define What Gossip Search Sources of Who’s Get Benefit Counter attack of
is it…. Gossip from Gossip Gossip
05
“Gossip by Design”
Management

15. Gossip By Design
There are four key themes emerging to create and maintaining
gossip, there are:
01 02 03 04
Define What Sources fo Gossip Gossip & Media Key Succes Factor of
Objective…. Tracking & Third Engineering Gossip Management
Party Endorser

16. Any Questions or
Sparkling Idea?
Discussion :
Silih Agung Wasesa
silih@asiapr.net
0818 172 888
@silih
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