1) The document discusses strategies for creating online and offline brand conversations, including a nine block conversation planner with themes like aspirations, trends, personalities, and events. 2) It emphasizes that over half of purchase decisions are influenced by word-of-mouth from websites, emails from friends, and online reviews. 3) The nine block conversation planner provides themes and examples to provoke meaningful discussions and engage customers emotionally.

1. Branding Strategy that Sells:
Creating Online-Offline Conversation
Universitas Indonesia, 9 Januari 2016

2. P D
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P3 P4
Marketing:FromAnalysistoStrategytoTactics
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3. Globalization 1.0 (1492 – 1800)
• The New World
• Powerful Countries
Globalization 2.0 (1800 – 2000)
• Smaller World
• Multinational Companies
Globalization 3.0 (2000 –…)
• Flat World
• Individual
WEST
DOMINATION
ANYONE
Thomas Friedman
Author of The World is Flat

4. 2005 2006 2007 2008
2009 2010 2011

5. Why do we need to create Brand Conversation?
Sources: Infographics on the Word and the World of Customers by Column Five & Word of Mouth Marketing Association (WOMMA) 2011
54%
47%
42%
31%
Word of Mouth Information
from a website
Email sent by
a friend
Online review
DRIVING FORCES OF PURCHASE DECISIONS

6. Sources: Kelly, Lois. BEYOND BUZZ: The Next Generation of Word-to-Mouth Marketing. 2007.
ASPIRATIONS AND
BELIEF
DAUD vs JALUT AVALANCHE ABOUT
TO ROLL
ANXIETIES COUNTERINTUITIVE/
CONTRARIAN
PERSONALITIES
HOW-TO GLITZ AND GLAM
SEASONAL/
EVENT-RELATED
THE NINE BLOCK CONVERSATION PLANNER
Create conversation themes

7. The Nine Block Conversation Planner
Sources: Kelly, Lois. BEYOND BUZZ: The Next Generation of Word-to-Mouth Marketing. 2007
1 ASPIRATIONS AND BELIEFS
Aspirations are helpful because they engender feelings and help
people engage with a company on a more emotional level
The Most Talked About!!
The Body Shop BELIEVES in products with environmental values
thus it attracts LOYAL customers equally passionate about the
values
BELIEVE IN WHAT YOU BELIEF!
Starbucks BELIEVES in producing quality products without
compromising environmental hazards

9. The Nine Block Conversation Planner
Sources: Kelly, Lois. BEYOND BUZZ: The Next Generation of Word-to-Mouth Marketing. 2007
2 DAUD vs JALUT
The David versus Goliath story is a classic, evergreen theme that taps
into our deep-seated love for the UNDERDOG
ROOT FOR THE UNDERDOG!
“Jackson is a pioneer in the black culture when he broke
barriers by appearing on MTV, and by breaking sales
records with the 1982 album, Thriller.”
www.cnn.com

10. The Nine Block Conversation Planner
Sources: Kelly, Lois. BEYOND BUZZ: The Next Generation of Word-to-Mouth Marketing. 2007
3 AVALANCHE ABOUT TO ROLL
Big emerging TRENDS that could damage a business or
industry practice wake people up and fuel discussions
TUNE IN FOR THE LATEST TRENDS

11. The Nine Block Conversation Planner
Sources: Kelly, Lois. BEYOND BUZZ: The Next Generation of Word-to-Mouth Marketing. 2007
4 ANXIETIES
Fear and anxiety themes grab people’s attention. But the OVERUSE of
the practice has exacerbated consumer skepticism.
ALWAYS FEEL THREATENED!
A classic anecdote based on anxieties:
“You’ll never get fired for buying IBM!”
China’s rising power is feared by the United States

12. Video LG G Flex

13. The Nine Block Conversation Planner
Sources: Kelly, Lois. BEYOND BUZZ: The Next Generation of Word-to-Mouth Marketing. 2007
5 COUNTERINTUITIVE/CONTRARIAN
The boldness of contrarian views grab ATTENTION; the more original
and less arrogant they are, the MORE USEFUL they will be in provoking
meaningful conversations
CHALLENGE CONVENTIONAL WISDOM
Using a counterintuitive approach:
“We are going to FIRE some of our customers!”
McDonald’s has always challenged on stereotypes…

16. The Nine Block Conversation Planner
Sources: Kelly, Lois. BEYOND BUZZ: The Next Generation of Word-to-Mouth Marketing. 2007
6 PERSONALITIES
People want to talk about PEOPLE. Good personal stories help people
feel GOOD
SHARE YOUR PERSONAL STORIES!
Steve Jobs’ commencement address to Stanford University
in June 2005 has been discussed all over the world on every
media

17. The Nine Block Conversation Planner
Sources: Kelly, Lois. BEYOND BUZZ: The Next Generation of Word-to-Mouth Marketing. 2007
7 HOW-TO
How-to views, including advice and lessons, provide people with
PRAGMATIC IDEAS that they can put to work to solve problems
PEOPLE LOVE HOW-TOs!
The company started how-to clinics and do-it-herself workshops after
finding out that women initiate a big percentage of home improvement
projects

19. The Nine Block Conversation Planner
Sources: Kelly, Lois. BEYOND BUZZ: The Next Generation of Word-to-Mouth Marketing. 2007
8 GLITZ AND GLAM
We’re instantly drawn to stories about CELEBRITIES. They give us a lot
to talk about with MANY PEOPLE
BENEFIT FROM POPULAR PEOPLE

20. The Nine Block Conversation Planner
Sources: Kelly, Lois. BEYOND BUZZ: The Next Generation of Word-to-Mouth Marketing. 2007
9 SEASONAL / EVENT-RELATED
Talking about IDEAS tied to events is a well-used, proven strategy.
Though short-term, it’s a PROVEN short-term strategy
CONNECT EVERY SEASON!
Gramedia launches ‘Back-to-School’ campaign every July
SuperBowl has been the topic of conversation every year

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24. TheModel
Brand
Syukron...