Observations on the evolution of conversation. Drawing on parallels from face to face conversation and online dialogue; looking at commonalities and differences. Contains some recommendations for retail brand and consumer engagement.

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aka
How Social Media
is changing the way we interact
(Retail Brands Please take note)

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What is…
?

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People Interacting…
…engaging their senses…

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…listening, observing, talking, laughing…
…sharing a common interest. But…

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…is the “Art of Conversation” dead?
Or has it evolved…

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…to this?

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Let’s take a look at one of
the busiest places in the
World…

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Piccadilly Circus

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With some “artistic licence”

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Real places, where people go to
listen, chat, laugh, share, have fun
Plus a means to
and to eat and drink
get to the places
you want to visit
Each place may
attract a slightly
different crowd

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Let’s make it virtual (keep clicking)

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Let’s make it virtual (keep clicking)

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Let’s make it virtual (keep clicking)

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What remains the same?
People
• But much, much larger numbers
Conversation
• People talking to each other
The “song”
• In the words of Led Zeppelin
• People talk about the same stuff
There are some very interesting differences though...

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Real vs Virtual Comparisons
Virtual World
Real World
Limited use of senses
5 Senses engaged in
Ability to “eavesdrop”
Interaction
on many
Localised
conversations
Small Groups
Conversation content
No longevity of
lasts for a long time
conversation other
Engagement can last
than memory
The Person for weeks even
More polite/tolerant
months
(Common Element)
Ability to share
Global audience
food, drink, laugh and
Measurable
be merry!
A bit “Billy Nomates”

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Retail Brands Can Learn A Lot From This
They can assess people’s perception of their
brand, product and/or service
• Across all areas of Social Media
• Away from their website
• Listen, Monitor, Measure
• Correlate both sets of information together, then
• Create a compelling brand engagement strategy
• Get involved in the “right” conversations
• Offer genuine value to people with no catches
PLEASE DON’T ALWAYS GO FOR THE SALE!

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“Social Media Marketing”
A diametrically opposed term born out of ignorance
An analogy: A conversation in Café Facebook
caf
e

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“Social Media Marketing”
A diametrically opposed term born out of ignorance
An analogy: A conversation in Café Facebook
caf
e
What time is it?
About half past ten.

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“Social Media Marketing”
A diametrically opposed term born out of ignorance
An analogy: A conversation in Café Facebook
caf
e
Hi! I couldn’t help hear the
approximation of your answer.
How about investing in this
lovely Swiss chronograph?
Very cheap!

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“Social Media Marketing”
A diametrically opposed term born out of ignorance
An analogy: A conversation in Café Facebook
caf
e
A*se
Kn*b

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“Social Media Marketing”
Just like a real café, social media is conversation
between people
Interrupting conversations to market products and
services will only achieve one thing…
…it WILL damage your brand.
cafe
Yet so many organisations persist
in this approach; believing they
are being really innovative and
forward thinking

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The Best Approach for Retailers?
Conversation is an art-form
A slightly different etiquette applies
to online and face to face interactions
Be attentive, helpful, fun,
personable, engaging and friendly
Drop the sales focus
• This one will be your biggest challenge!

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Fancy talking some more?
See you down the “Brand & Blogger”
It’s a specialist
pub, where the
locals talk
about “digital
&
brand
&
engagement”.
The Brand & Blogger
We’re in there
most days!!

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Engage-me@somatica.co.uk
http://www.somatica.co.uk
http://www.youtube.com/SomaticaBranding
http://twitter.com/somatica
http://www.somatica-digital.blogspot.com/
http://www.slideshare.net/Somatica
http://delicious.com/SomaticaGroup
http://www.linkedin.com/companies/somatica
http://friendfeed.com/somatica