Fundamentals of Creative Development: An Introductory Lecture (2 and 3)edward boches
Intro lecture to course I teach at BU on fundamentals of creative for advertising.
NOTE THAT THIS VERSION INCLUDES A FEW SPEAKER NOTES TO MAKE SENSE OF SOME SLIDES THAT ARE OTHERWISE BLIND. WILL LEAVE BOTH UP SINCE PEOPLE ALREADY DOWNLOADED OTHER.
Helping non profits make the most out of their websites. Presentation by Madeleine Sugden, Content Manager at KnowHow NonProfit - www.knowhownonprofit.org
We know creative development research can sometimes feel like a way to kill great ideas. And we think that sucks. We’re here to make sure that doesn’t ever happen to you (again). Read on to learn how!
Fundamentals of Creative Development: An Introductory Lecture (2 and 3)edward boches
Intro lecture to course I teach at BU on fundamentals of creative for advertising.
NOTE THAT THIS VERSION INCLUDES A FEW SPEAKER NOTES TO MAKE SENSE OF SOME SLIDES THAT ARE OTHERWISE BLIND. WILL LEAVE BOTH UP SINCE PEOPLE ALREADY DOWNLOADED OTHER.
Helping non profits make the most out of their websites. Presentation by Madeleine Sugden, Content Manager at KnowHow NonProfit - www.knowhownonprofit.org
We know creative development research can sometimes feel like a way to kill great ideas. And we think that sucks. We’re here to make sure that doesn’t ever happen to you (again). Read on to learn how!
Derek Thompson's 'Hit Makers: How Things Become Popular' seeks to explain the all-important question of how certain ideas achieve great popularity, while very similar ones do not.
Intro to Growth Hacking -- How to get your first 10 (or 100) clientsDanny Flood
Learn the growth hacking secrets that an elite group of online marketers are using to dominate virtually every platform and niche online using unorthodox methods, growth "hacks," and automation.
It's Stories All the Way Down: Spectrum 2016Mark Baker
There is a growing appreciation of the importance of story in all forms of communication, but there is still a tendency to think of story as something distinct from fact, a kind of decoration on top of the basic communication of facts. This presentation argues that the distinction is false, that it is really stories all the way down, and that it is when we forget the every phrase and every sentence invokes a story, that we fail to communicate effectively.
Using Facebook insights to create target customer and buyer personas Duncan Connor
Buyer personas are usually inaccurate, based on biases and anecdotes rather than data. With Facebook Audience Insights, you can base your personas on the people who actually use your product or visit your website or Facebook page.
From SES San Jose training in August ’08. Four hour presentation covering the basic theory of viral marketing, examples of successful and unsuccessful viral campaigns and the brainstorming plans to put together a viral campaign.
Talk the Talk: Tips for Effective Communication by Jane Toohey AIMM, delivered at the Australian Institute of Management Open House in Brisbane on Wednesday 7 August 2013.
25 Social Media Ideas You Can Use to Connect With Your Audience slideshareBoom! Social
One of the things that I get asked the most frequently is what should businesses share on social media, which sparked these 25 social media ideas you can use to connect with your audience.
This is another variation of my work around the Social Media Playbook, a step forward in my book writing process. It needs some work still to make it prettier and tell the story, but I delivered it to the Social Media Club Workshop in Austin on November 6, 2007.
Derek Thompson's 'Hit Makers: How Things Become Popular' seeks to explain the all-important question of how certain ideas achieve great popularity, while very similar ones do not.
Intro to Growth Hacking -- How to get your first 10 (or 100) clientsDanny Flood
Learn the growth hacking secrets that an elite group of online marketers are using to dominate virtually every platform and niche online using unorthodox methods, growth "hacks," and automation.
It's Stories All the Way Down: Spectrum 2016Mark Baker
There is a growing appreciation of the importance of story in all forms of communication, but there is still a tendency to think of story as something distinct from fact, a kind of decoration on top of the basic communication of facts. This presentation argues that the distinction is false, that it is really stories all the way down, and that it is when we forget the every phrase and every sentence invokes a story, that we fail to communicate effectively.
Using Facebook insights to create target customer and buyer personas Duncan Connor
Buyer personas are usually inaccurate, based on biases and anecdotes rather than data. With Facebook Audience Insights, you can base your personas on the people who actually use your product or visit your website or Facebook page.
From SES San Jose training in August ’08. Four hour presentation covering the basic theory of viral marketing, examples of successful and unsuccessful viral campaigns and the brainstorming plans to put together a viral campaign.
Talk the Talk: Tips for Effective Communication by Jane Toohey AIMM, delivered at the Australian Institute of Management Open House in Brisbane on Wednesday 7 August 2013.
25 Social Media Ideas You Can Use to Connect With Your Audience slideshareBoom! Social
One of the things that I get asked the most frequently is what should businesses share on social media, which sparked these 25 social media ideas you can use to connect with your audience.
This is another variation of my work around the Social Media Playbook, a step forward in my book writing process. It needs some work still to make it prettier and tell the story, but I delivered it to the Social Media Club Workshop in Austin on November 6, 2007.
Doing customer development (and stop wasting your time)Hans van Gent
Why would you bother to talking to people while you actually could be building your product? Because everything you assume could be wrong. Time to validate those assumptions and start your business on the right track.
Are Your Covid Bad Habits Impeding Your Relationships?
Have you picked up any bad Covid Communication habits these past two years?
Actually, that is a baited question. If you answered no, then I’d like you to reflect on that question again because we all have, no matter our age.
Communication Hacks: Strategies for fostering collaboration and dealing with ...All Things Open
Communication Hacks: Strategies for fostering collaboration and dealing with conflict in open source
Presented by Nuritzi Sanchez, GitLab, Inc.
Presented at Open Source 101 2021
Abstract: During this talk, you'll learn about topics like cross-cultural collaboration, giving and receiving feedback, and active listening -- all things that are vital to the health of our open source communities.
After reading many self-help books, watching various TED Talks, and listening to a ton of podcasts, I've condensed my learnings to help you improve your communications skills, deal with conflict, and collaborate better than ever, not only in FOSS, but also everywhere else.
The slideshow contains tips and techniques on how to develop great ideas, how to choose topic, how to maintain good posture and avoid bad ones. It also consists of several activities like Tree Map for speech, cards for creative elevator pitch and some suggestions on how to improve your speech. This slideshow is compiled and created by Sirhajwan Idek.
As global leaders, we need to manage teams working in several locations and often from different cultures.
My name is Marianne Dupuis and I've been coaching since 2010, with a true passion for cross cultural topics. This derives both from my experience leading multicultural teams myself for more than 2 decades and from enjoying living abroad for about that same time too.
www.mariannedupuiscoaching.com
The Influence Group hosted the first in an upcoming series of Influence Sessions in Sydney. We were honoured to have Geno Church as our guest to share his stories on how we can inspire people to be passionate and fall madly in love with your brand.
Here is Geno's inspiring presentation. Enjoy the passion!
Creating a Healthy Digital Culture: How empathy can change our organizationsDomain7
We often think of empathy as an abstract, emotional concept, maybe even see it as a weakness in an organizational context. This presentations suggests that empathy might be our greatest secret weapon to changing our organizations to become higher-performing, more innovative, better places to work, serving happier customers.
From #NowWhat15, http://nowwhatconference.com/
A great identity can be a stroke of inspiration, a random combination, or come from a diligent process. I think naming your pirate ship should be fun, and a bit serendipitous. The simple pirate ship name generator below gives you a few options. You can take your first initial, your middle initial, your nickname initial for the first part of your ship’s name. Next, I’m sorry to say you have only one choice the first letter of your family name or your maiden name. Now go sail the high seas…
Sparking Advocacy - Building Brands of Greatness. The Shared ShipThe Shared Ship
This preso is a combination of my latest presentations at Good Business Summit in CHarleston, SC and EXMA Peru in Lima. It's been a while since I've shared… shame on me! Reach out if you want to chat or have an interest in having a pirate present live.
Presented at WOMMA 2014 Summit in Los Angeles on Nov. 18th.
Session Title: Yeah, THAT Hashtag (Beyond Social Media (WOM) Track)
Presenter: Geno Church
When the former Greenville Convention & Visitors Bureau approached Brains on Fire about creating a new identity for our hometown, they didn’t have to ask twice. This was far more than an identity project; it was an opportunity to foster a greater sense of community within our community. With 36 Greenvilles in the United States, we would need to identify that “something special” that really sets us apart.
People Powered Brands: Empowering a TRIBE of Internal AdvocatesThe Shared Ship
People Powered Brands: Empowering a Tribe of Internal Advocates
"Why does your brand exist? What is your purpose for being in business? Does every employee know what your company is working towards?
Here’s a hint: your brand isn’t a product or a line item on a spreadsheet. It’s the stories people tell about it.
And, believe it or not, your best storytellers are your employees. Not just your C-Suite staff, but also the people on the ground representing your brand day-in and day-out.
I'll Take My Community with Chocolate Chips
Community building is a lot like baking cookies. You can punch out perfectly cut cookies (platform thinking), or you can roll imperfectly beautiful balls (people thinking.)
Community building isn't a recipe, but it does require a plan. Finding your ingredients – people, platform and a touch of sugar - will be messy but also fun.
WOMology | Dumbing Down Smart WOM Research FindingsThe Shared Ship
DESCRIPTION:
This is the five-minute "Cliff Notes" version with audio of WOMology: Dumbing Down Smart WOMM Research Findings.
Academics are publishing smart research papers and dissertations on word of mouth marketing. However, these rigorous studies are just that—rigorous. Far too rigorously academic for most marketers to understand and act upon. Enter Geno Church (Brains on Fire) and John Moore (Brand Autopsy). They’ve dissected some of the smartest academic research papers on WOMM into bite-size nuggets of marketing know-how. Think “Rocks for Jocks” but instead of Geology, it’s WOMology.
LEARN MORE:
Geno Church | www.BrainsOnFire.com
john moore | www.BrandAutopsy.com
10 Rules for your Community to Survive a Zombie Attack…The Shared Ship
I’m a Zombie junkie, if a character looks like a Zombie, I turn into a couch potato. I’ve spent many late nights watching Shaun of the Dead, Dawn of the Dead, The Walking Dead, and my favorite—Zombieland—instead of sleeping.
I think all my Zombie watching has it’s rewards… lighthearted paranoia, killer soundtracks, and rules for survival. Evidently the CDC thinks so too.
In my opinion, Zombieland is the best of the best, a tasty movie (no pun intended) full of humor, zombie killings, and rules to live by. In my twisted mind, I saw brilliance in the survival rules of Zombieland. I also saw a challenge: Can those same rules be applied to community building? Here’s a cherry-picked list of ten “Rules from Zombieland” that I feel fit the bill:
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Influencer marketing isn't just for big brands or consumer products anymore. In 2024, marketers face hurdles like escalating paid channel costs, diminishing organic reach, and building trust in their ideal customer accounts. This session offers practical ways to bring influencer marketing into your organization, to provide cost-effective access to niche audiences, countering budget constraints and rising CPMs. We'll discuss the impact of social algorithms on reach, the trust deficit in traditional advertising and how influencer partnerships offer genuine connections with audiences. Attendees will gain actionable insights to integrate influencer marketing into their strategies, leveraging influencers for impactful campaigns in both B2B and B2C environments. Join us to unlock the potential of influencers in navigating the evolving marketing landscape of 2024 and driving meaningful business growth.
Key Takeaways:
- Educate on the various types of influence we can use as marketers
- Establish the problems that make influencers a priority
- Walk through some practical tactics on HOW to run a program leveraging several of these influence channels
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
15. The Social Trigger speaks to our need to express
our uniqueness to others in social settings.
16. The Emotional Trigger drives people to share
positive or negative feelings about a brand.
17. The Functional Trigger explains why people share
knowledge and seek knowledge about brands.
18.
19. People rely more
on "word of mouth"
for brands that are
new and or highly
complex.
20. People engage in Functional
conversations about brands
to get information needed
to make decisions and to
better interpret the world
around them.
21.
22. With new and complex
products, people need
help to understand why
to use it, how to use it,
when to use it, and
where to use it.
23. “People engage in WOM in
order to get the necessary
information needed to
survive, to interpret the
world in order to function.”
-Emanuel Rosen
Anatomy of Buzz (2002)…
26. Amy’s story began on Twitter. Being
new to Greenville, she didn't have a
go-to glasses shop, so she threw the
question out to her Twitter
following. A friend in Texas
responded, suggesting Amy
check out Warby Parker.
Fcfunctional
Fnfunctional
newness
Fxfunctional
complexity
online
Amy@NoMeatballs
28. Amy was initially wary of an
online glasses store. Amy
loved the idea of every pair of
frames/lenses being under
$100 (compared to the $300
or $400 typically spent in
"real" stores), being one of
those people who needs to try
on 50 pairs before she finds
the perfect pair. WP's home
try-on program was a perfect
fit for Amy.
Fcfunctional
Fnfunctional
newness
Fxfunctional
complexityonline
29. All you have to do is go
onto their website,
choose five pairs, and
WP sends you an at-
home kit to try the
glasses on for 5 days.
Fcfunctional
Fnfunctional
newness
Fxfunctional
complexityonline
30. If you like one, you send
it back and let them
know. They'll make the
glasses with your
prescription. If you
don't like any of the
frames, you send them
back and select another
five you want to give a
go. WP covers the cost
of shipping to and fro.
Fcfunctional
Fnfunctional
newness
Fxfunctional
complexityonline
31. Those who are a little
indecisive can upload
pics of themselves
wearing their try-on
frames, and a WP team
of specialists (along
with the WP Facebook
fan base) will vote on
which frames they like
the best.
Fcfunctional
Fnfunctional
newness
Fxfunctional
complexity
online
32. Within ten days of first learning
about WP Amy had tried on ten
pairs of glasses, placed her order
online and received her new
glasses.
“It has been even more fun
getting to spread the word about
WP to others in my social circle.
It's a fun, fresh, engaging
business model that not only
makes shopping for glasses fun,
it inspires you to bring other
people into the fold, too.”
Fcfunctional
Fnfunctional
newness
Fxfunctional
complexityonline
55. “Emotions play a large role
in driving word of mouth.
When a person experiences
emotional arousal, they share
the experience with others.”
-Jonah Berger
Wharton School of Business
56. High arousal emotions, like AMUSEMENT and ANXIETY,
drive word of mouth conversations.
Emotions characterized by low arousal, such as
sadness or contentment… not so much.
58. Jogging… boosts general arousal over sitting.
Ememotional
Eaemotional
amusement
Exemotional
anxiety
59. Student studies showed that students who jogged over those who sat
were more likely to spread a neutral or low arousal online article.
Ememotional
Eaemotional
amusement
Exemotional
anxiety
71. Emotional word of mouth
conversations are sparked
when people are highly
aroused. If your brand can
spark amusement, amazement,
and or anxiety, then your brand
stands a far better chance of
being talkable by being more
emotional.
72.
73.
74. Brands are talked about in two conversation channels,
the offline channel and the online channel.
75. Offline conversations are usually with people in personal,
one-on-one situations — making it more appropriate to talk
emotionally about matters.
76. Online conversations are usually with people in more public
settings like Facebook and Twitter — thus, making it more of
a channel to broadcast our uniqueness, our expert knowledge,
and our passions.
92. focus your marketing
efforts on getting
current customers to
tell their friends and
friends of friends to
spread word of mouth
offline.
93. spend more time
using online
marketing activities to
get people sharing
and talking.
94. focus on bringing
forth stories that
evoke strong
emotional reactions
not indifference
offline / online
95. If you better understand WHY people are
talking about your brand and WHERE
people are talking, you’ll be in a better
place to design marketing activities in the
RIGHT channel, offline or online, in order
to make your brand more conversational
to become more talkable.
101. Prior research showed: rather than
being driven by motivation, WOM,
particularly ongoing WOM, is driven by
accessibility.
102. we have face to face conversations
we post on blogs
we write online reviews
we send texts
we send emails
chat on our phones
WOM can be shared in many different ways…
104. In discontinuous channels
(online, text), pauses
between conversational
turns are expected…
So, people have time
to select and craft
what they say.
108. People not only communicate
through what they talk about,
they also communicate
through how they talk.
109. Most face-to-face conversations as
well as phone conversations involve
continuous discussion. There is an
expectation that ongoing conversation
will occur, and it is awkward to sit
in silence.
110. Contrast that, with the types of conversations
that occur online; discussion forums, blogs
or Facebook, they’re mostly discontinuous
in nature. People have time to deliberate
and think through what they say.
112. When conversations are expected to be
discontinuous, people have time to select
and craft what they say. They have more
opportunity to think of a clever or interesting
response and can wait to respond until they
have something worthwhile to talk about.
115. People will talk about whatever
is top-of-mind to keep the
conversation flowing.
116. before you cry… bullshit!
lets put the research under
the microscope…
117. 1) aggregate word-of-mouth data from people who have
conversations both online and offline (pilot study).
2) individual-level dataset covering word-of-mouth over various
channels. It contained over 35,000 brand and product mentions of
approximately 6,000 people who recorded all of the word-of-mouth
they engaged in, as well as the channel they used (face-to-face,
online posts, or text) over a one-day period.
3) tested the causal impact of conversation continuity through an
experiment. We keep the conversation channel itself the same but
manipulate whether people expect to pause (or not) before and
between conversational turns.
118.
119. There was a positive and significant
relationship between interest and online
posts in online conversations, more
interesting products were mentioned
more frequently than their less interesting
counterparts.
120. In contrast, there was no relationship
between interest and face-to-face word-
of-mouth in face-to-face conversations,
more interesting products were not
mentioned more frequently than their
less interesting counterparts.
121. Interest has a much larger impact on online
conversations than offline conversations.
Similarly, interest has a larger
impact on text or email rather
than phone conversations.
122. Not only was the relationship between
interest and word-of-mouth different in
online and offline channels, but results
were the same for other types of continuous
(phone) and discontinuous (text and email)
conversation channels.
123. When pauses between and before conversational
turns are expected (discontinuous), more interesting
topics and brands are more likely to be discussed
than less interesting ones. In contrast, when pauses
between and before conversational turns is not
expected (continuous), this difference disappears.
124. If the goal is to get more discussion online,
framing the product in an interesting or
surprising way should help. Ads or online
content that surprises people, violates
expectations, or evokes interest in some other
manner should be more likely to be shared.
125. If the goal is to get more offline word-of-
mouth, however, then other factors may be
more important than evoking interest. In a
face-to-face context, making the product
accessible in consumer minds, or publicly
visible, may be more important.
126. If you better understand WHY people are
talking about your brand and WHERE
people are talking, you’ll be in a better
place to design marketing activities in the
RIGHT channel, offline or online, in order
to make your brand more conversational
to become more talkable.
128. Class Dismissed
Geno Church | @GenoChurch John Moore | @BrandAutopsy
On Brands and Word-Of-Mouth
Renana Peres, Ron Shachar, Mitch Lovett
How Interest Shapes Word-of-Mouth Over Different Channels
Jonah Berger, Raghuram Iyengar
Arousal Increases Social Transmission of Information
Jonah Berger