This document discusses insights and innovations in communications from a presentation given on November 6, 2013. It outlines the new paradigm in which consumers control brand relationships through social and mobile channels. It also describes the consumer journey and tools for understanding what people are saying about brands, including who is talking (content creators, commentators, broad community) and when, where, why and about what they are talking. The document recommends that companies learn to listen to consumers without being intrusive, share information internally, and prepare adequate resources to respond.

1. From Insights to Innovations
in Communications
Martin Miliev
IPRA Central & Eastern Europe
06 Nov 2013

2. 22 April 2006

3. The New Paradigm
• You don’t have absolute control over your brand;
• The consumer controls the dynamics of the relationship with the
brand;
• Social & mobile have turned the path to purchase into labyrinth with
numerous brand touch-points.

4. The Consumer Journey

5. 2008

6. 2010

7. 2013

8. Doh!

9. 2013

10. The Tools

11. The 5 Ws
• What are people saying about your brand?
• Where are people talking about your brand?
• When are people talking about your brand?
• Why are people talking about your brand?
• Who is talking about your brand?

12. The Who
Content
Creators
1% create content
Commentators
9% share and
comment
Broad Community
90% share interest in
the brand/topic but
only consume content.

13. Making It Work
• Learn to listen & don’t be intrusive
• Share information internally within the company
• Prepare adequate resource to respond

14. Thank you!
Q&A